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Optimising copy can improve the amount of traffic you receive from a PPC campaign. Optimised copy is particularly important on Google, as the click through rate for a keyword also helps to determine the position that it’s shown on the search results page.
It is best to test copy on Google. Remember that you can have more than one piece of copy for each adgroup, therefore you can test different kinds of copy simultaneously. The learnings from such testing can then also be applied to the other PPC networks.
When testing copy there are two approaches. The first is message led. There may be several different messages or calls to action that you could put in to a piece of copy. For example, perhaps a 5% discount on purchases gets a higher click through rate than free postage.
The second approach is to adjust the layout of the copy. So for example, maybe including the keyword in the title and description increases the click through rate. Having the keyword at the start of the title may work better than having it at the end. Experiment with different versions to see which gives the best click through rate.
Of course, copy will also work differently depending on the keywords it is displayed against.
Once copy has been successfully tested on Google, it can then be rolled out to the other PPC networks that the campaign is running on.
Although it is good to improve the click through rate of the copy, don’t forget that the ultimate objective is to convert traffic. Be careful when using copy that may attract a visitor to the site, but is unlikely to get them to convert. For example, a free postage offer may be attractive to visitors, but they are less likely to convert if it only applies to high value purchases.
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© 2006 Turma Ltd |
