The Ultimate PPC Ad Copy ToolKit: Write Better AdWords Copy, Faster

This post started out as a light round-up of some basic tools and concepts that help solve “blank page syndrome.” It has evolved into a 2600+ word guide with highly-actionable strategies, examples, and bonus tools to make ad writing almost effortless.

The PPC Ad Copy ToolKit

Define your Goals (KPIs and CTAs) to Achieve Real Success
Draw on Your Landing Pages for Features, Benefits & CTAs
Use the SERP Landscape to be More Competitive
Count your Characters for Faster Writing
Make your Keywords do Double-Duty as Headlines
Repurpose Existing Ad Messaging for Iterative Improvements
Speak Directly to Your Prospect with Stages of Awareness
Plump Up Your Ad Space with Ad Extensions

Define Your Goals to Achieve Real Success

Before you build anything, you need to know what you’re trying to build.

Amy Hebdon April 10, 2017

ELI5: How does Paid Search Marketing work?

I was recently asked for a good, basic ELI5-style answer to the question “How does paid search marketing work?” If you’re not familiar, ELI5 (“Explain Like I’m Five”) is a popular subreddit where people request responses that are “friendly, simplified and layman-accessible explanations – not responses aimed at literal five-year-olds.”

Here’s my attempt at a clear, comprehensive answer to that question:

The key players in paid search marketing

Paid search marketing usually refers to a pay-per-click model where advertisers pay only when people click their ad and visit their website.

Amy Hebdon February 19, 2017

How Important is History in AdWords?

adwords-history

A lot of people are afraid of deleting or even changing elements of their PPC campaigns for one simple reason:

They don’t want to lose their history.

It’s such a common concern that people are guided by it without even thinking about it.
In this article, we’re going to think about it.

Amy Hebdon February 5, 2017

What the Heck is a Conversion?

Screen Shot 2017-01-28 at 11.13.46 PM

When I meet with clients, I always like to explain that instead of focusing on secondary metrics (like impressions or clicks), it’s better to look at business goals – primary metrics such as conversions.

Problem is, most people don’t know what that means.

“Conversion” can mean many things

I’ve been speaking the language of “PPC” for a while, and even though I understand that people don’t intuitively know what CTR means, it’s easy to forget that there’s not even an established agreement on what is meant by “conversion.”

A click is always a click.

Amy Hebdon February 3, 2017

How to Target Household Income in AdWords

household-income

In my opinion, targeting household income in AdWords is one of the ultimate easter eggs.

It’s not hard to do, but it’s very, very hidden (under the Location targeting in Settings).

Adding household income data does not actually create new targeting in your account, it just creates a new segment you can take action on, so you’ll want to set this up as soon as possible.

Amy Hebdon January 30, 2017

The Myth of the 20-Minute PPC Workweek

20-minute-ppc-workweek

The first time I saw a tutorial promising a 20-minute workweek for PPC management, I took notes.

Even though I had several years experience running AdWords accounts (in retrospect, I probably had more experience than the guys doing the training), I’m a sucker for a codified instruction guide for paid search.

Amy Hebdon January 20, 2017

Category: Articles