Strategy

Characteristics of Poor Ad Copy

With enhanced tools such as ChannelAdvisor’s Creative Uploader it has become much easier to launch thousands of text ads across your Google and Bing campaigns within a matter of minutes. While this added efficiency is great, remember that these rows full of text in Excel will turn into ads that users will see as Search Results. Make sure that you are taking the time to write ad copy that speaks to the consumer and that effectively messages the products and/or services you are promoting. Poor ad copy could lead to a lower click through rate which in turn can negatively impact your quality score if your ad is not seen as relevant to your keywords or a user’s search query.

 

Prerequisites


You should be familiar with the following topic before continuing:

 

What to avoid


To help you see what NOT to do, here are some types and examples of poorly-crafted ads:

 

I. Overly Generic Text Ad

Example:

Solution: Ensure your text ad includes not only product or category specific keywords but also a compelling call to action and/or value proposition.

 

II. Text Ad Poorly Matched to Search Phrase

User Query: sony dvd player

Example:

Solution: Using Dynamic Keyword Insertion in at least one text ad variation can display a more relevant text ad based on keywords you are bidding on in your ad groups.

 

III. Misspellings within Text Ads

User Query: baby boy blankets

Example: 

Solution:  Always ensure your ads are reviewed for misspelled words and phrases.

 

IV. Irrelevant Ad for Search Query

User Query: online tire sales

Example:

Solution: Regularly check the Negative Keyword Suggestions within the ChannelAdvisor Keyword Tools to ensure your ads are not showing for product, brands or searches not relevant to your business or the products you sell.

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