Setting-up a PPC Campaign - Writing Creatives One of the major benefits of PPC is that the advertiser retains editorial control of the text that appears as their search engine listing. These creatives should be written to meet the PPC networks editorial guidelines. The full guidelines are published on the PPC networks’ websites, however the most important things to consider are: Use the keyword in the title of the creative. Use good grammar and language. Avoid the use of superlative, such as ‘the best’ or ‘the number one’. Do not use excessive capitalisation or punctuation, such as ‘FREE!!!’ On Yahoo! Search Marketing and Miva, each keyword can have individual, customised titles and descriptions. Titles should be customised for each keyword, but this can be done in a formulaic method, such as ‘Buy at OurShop.com’. Descriptions can be individually customised, but this can be a lot of work that has relatively little benefit. Try to write copy for groups of related keywords. For example, use the same description copy for the keywords ‘CRM, eCRM, customer relationship management’ and another description for ‘servers, fileservers, central servers’. On Google, you write copy for groups of keywords (adgroups). Each adgroup should contain a collection of related keywords. For example, you may have an adgroup for Mondeo keywords and another for Focus keywords. However, unlike YSM and Miva, you can write more that one piece of advert copy for each adgroup. Google will automatically rotate the copy and optimise according to which piece of copy receives the best click through rate. Although you can’t specify individual pieces of copy to each keyword on Google, it is still possible to include the keyword in either the title or the description by using dynamic keyword insertion. To do this, include [keyword] wherever you want to use the keyword. So, if the adgroup contains the keywords Nokia, Sony Ericsson and Motorola, the description could read Buy discount [keyword] phones. When the ad is shown, Google will place the keyword in, so it reads, for example, Buy discount Nokia phones. However, by doing this, you may exceed the character limit if the keyword is long, particularly on the title line. Therefore Google insists you offer an alternative if this happens. This can be done by including [keyword:alternative] in the copy, such as Buy discount [keyword:mobile] phones. So, if the keyword is Sony Ericsson, the ad will show as Buy discount mobile phones, but for the keyword Nokia, the ad will show as Buy discount Nokia phones. Dynamic keyword insertion can be used on any line of the Google copy, even the dynamic URL. It can also be used more than once. > Next page - Select destination URLs

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