This one will help you improve your ROI by a significant amount. 

When researching your key phrases, use a similar principle to the normal SEO long tail technique. Instead of just trying to get the generic phrases and a few items or statements, produce a list of longer tail phrases and write an ad specifically for the phrase.

Example: generic phrases - ‘holiday cottages’, ‘uk cottage holidays’, ’self catering’
  long tail phrases - ‘holiday cottages north wales’, ‘4 star uk cottage holidays’, ’self catering holiday cottages uk’

If we take the long tail phrases and make them an ad group each, using the above example this would give us 3 ad groups. Eventhough it would be possible to write an ad that would cover all 3 long tail phrases, this is laziness and will reduce your effectiveness and ultimately your ROI.

The best way is to take the phrase and write your ad variations for the phrase. Initially this is much more work than just throwing some ads up but it will pay off.

The general rule is to use the key phrase in the 1st line of the ad, then use lines 2 and 3 for the call to action, in long tail PPC work you can’t always get all the phrase in the 1st line. One of the methods I use is to make it read like a short sentence. Doing this means that if you get in the central shaded section just above the natural listings, these ads are displayed horizontaly and then your ad will be very strong.

Example ad for the phrase ‘holiday cottages north wales’

Holiday Cottages
North Wales Self Catering
4 Star, heated indoor pool
 

This entry was posted on Sunday, July 8th, 2007 at 6:54 pm and is filed under PPC. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.