Internet Marketing - Matt Bailey [238]
Many times, when there are distinctly weird results, like these, it is the result of an autogenerated ad based on the keyword. Even still, you would think the ads could be a bit more accurate for a common phrase like fishing pole. Mistakes like these reduce the quality score, because the ad is not relevant to the target search phrase, and as a result, it is not clicked as much as a more relevant ad.
The title of the ad is critical. It is vitally important to match the search phrase as much as possible to attract the attention of the searcher with the bold words that match their search. In doing so, you show the searcher that they will click through to a relevant page that matches their intent.
In addition to the title, the ad copy in the two sentences is a powerful place to create a targeted message with a specific call to action, price, or other offer that can grab the attention of the searcher. In the example results, only Dick’s Sporting Goods provides a compelling message that is specific to the search phrase (see Figure 19-3). The offer is free shipping on orders of more than $49.
Figure 19-3: The Dick’s Sporting Goods ad matches the search phrase and includes a compelling offer of free shipping.
Now, although Target also offers free shipping, the offer is not specific to the search. The offer is nonspecific for more than 100,000 items, which is not important if I want only one item. In trying to be relevant for everything, it becomes relevant for nothing, especially if the searcher wants only one thing.
The ad copy in the Cabela’s ad (Figure 19-4) does little to further any transaction. For starters, I am nowhere near the Wheeling, West Virginia, store, nor would I plan on driving there for an in-store pickup. In fact, why would in-store pickup be relevant to me if I am shopping for a fishing pole? Every other offer on the page shows me free shipping. This is another case of a boilerplate ad being shown for multiple keywords; similar to Target’s ad, this ad is attempting to reach the greatest number of people with the least amount of targeted or compelling information.
Figure 19-4: The Cabela’s ad offers boilerplate content that is not relevant to the searcher.
Display URL
One of the last factors in developing successful PPC ad copy is the destination URL. The advertiser can define the destination URL in the ad copy, as well as the specific page URL in the campaign. However, it is surprising how many advertisers neglect the issue of relevance and matching in the display URL.
Using the current example, the second PPC result for fishing pole is for eBillme.com. The ad heading matches the word fishing; however, the ad copy displays completely irrelevant content. The content of the ad is for virtual cards. Even more distracting in this ad is the display URL, www.eBillme.com/gift-cards, because the display URL does not match the intent of the searcher, nor does it match the search keyword; it can compel searchers to refrain from clicking this ad, because they may infer that the destination does not match their intent.
Target does something similar. The display URL for Target’s ad is www.Target.com/FreeShipping. Although that is compelling, the Target ad is for Fish Poles and mentions free shipping on 100,000 items but not fishing poles or gear specifically.
The search result for Bing (on a Google search—did you catch that?) has a relevant heading, which is especially surprising. Bing, a search engine, has a more accurate heading of Fishing Rods than Target and Gander Mountain (Fish Pole and Hunting Pole, respectively). However, the display URL is for www.Bing.com/shopping. It is somewhat relevant (more relevant than gift cards), but it does not reflect the search term.
By developing display URLs that are specific to the keyword and the ad, you develop increased relevance to the searcher, which will be rewarded in terms of gaining more attention, possibly more clicks, and an improved quality score. The display URL, when including