This episode is called the Dark Magic of Conversion Copywriting, but it’s a bit tongue-in-cheek. I’m talking with Joanna Wiebe, who is the original conversion copywriter. She’s also the founder of Copy Hackers and Airstory. and has optimized copy for Wistia, Buffer, Crazy Egg, Neil Patel, Shopify, Rainmaker and countless others.
Today we’re talking to Matt Umbro about how to write richer, specific, and more compelling text ads by using ad extensions, extended headlines, ad customizers, and dynamic ads.
Matt is the founder and moderator of PPCChat, a weekly twitter conversation on paid search related topics. He’s a Senior Account Manager and Head of the Community at Hanapin Marketing.
As search marketers, we know this to be true: dynamic keyword insertion is a sloppy, often comically-bad rookie solution.
Maybe we even attempted DKI in our past, beguiled by the promise of relevant ads without the effort. But we discovered that the careful curation of a headline could not be relegated to a keyword list and a set of curly brackets.
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