I was asked by a photographer friend of mine the other day for some
help with her Adwords copy. Though a little rusty since I ran a full
campaign I figured it was a good excuse to blow the dust of my AdWords
hat and familiarize myself with the Google search marketing tool again.
Since logging in it’s come to my attention that there has been a great deal of change to the interface, it’s much easier to follow not to mention a generous helping of search marketing tools, empowering the novice and pro alike to optimize ad copy and better target ad’s and performing keywords.
So, the copy looked something like this:
coshphotography
Wedding & Portrait Photography
Melbourne – All Areas
www.coshphotography.com.au
Use Brand in Copy
The above example uses the brand / company name in the headline text, if it was a popular brand i.e. Nike including this in the headline text could possibly be beneficial, though unfortunately it isn’t. Include the brand or company name in the text below the headline.
Keywords in Headline Text
Google and other paid search platforms bold any search results that contain the search term, thus making the result prominent within the search results page.
Geo Targeting
The campaign was to drive leads from a specific geographical location (Melbourne, Australia). The ad copy contained “Melbourne – All Areas” though this may be beneficial, you may well be wasting precious ad copy space.
I suggested running two ad’s, one with and the other without the geographic qualifier, I say this because many PPC search engines can “Geo Target” your campaign.
Geo Targeting allows you to only serve ad results for a specific Country, region or city thus further optimizing the spend on your campaign, not wasting clicks on regions you cannot service.
Landing Page & Display URL
Since the site has many photographic categories i.e. commercial, wedding etc send the search traffic directly to the wedding page this helps keep the searcher focused making it easier to find what they are looking for wedding photography examples.
Call To Action
Finally the ad copy lacked “punch” – sales related will help attract the traffic. “Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Sell, Order, Browse, Sign up, and Get a Quote.” (Thanks Google adwords)
Now folks this is just the tip of the “paid search campaign optimization” iceberg, there’s a great deal more for all of us to learn about paid search campaigns. In the following weeks I will aim to blog more on this topic depending on the interest it generates.
