Ad Copy: Your First Date to

Conversion

Elizabeth Marsten, Director of Search Marketing

Portent, Inc.@portent

First impressions are important…

First impressions are important…

Ad copy is your first impression, literally.

Ad copy is a like a tiny dating profile

You can’t get in everything you

want to say

Call to action!

Benefits!

Features!

See?

Benefits!

Features!

Call to action!

You can’t get in everything you

want to say. Like “delicious.”

Define what a “conversion is”

Vs.

Entice potential “matches”

Pictures are important…

Pictures are important…

Especially in ads

Nice Pictures

Nice ads

Don’t be creepy

Save the crazy for later

Like after you’ve moved in together

Stay away from “false advertising”

Stand out from the crowdWith extension ads

“Enhanced” sitelinks

“To be eligible, your ad with sitelinks must show above Google search results and your account must contain active ads closely related to the sitelinks in your campaign.”

But don’t get too carried away

Brag…modestly, of coursewith sitelinks

Shout if you have tousing all CAPS in adCenter ads

Be Free to be Youbut not too free…

Be adventurous and try new things

Rich Ads in Search (RAIS) on Bing/Yahoo

What’s Your # Sign?Use a Twitter handle or hashtag in your ad copy

Don’t write drunk

A little dirty…

Be tasty

Invoke other senses

Like sounds for words

Consider a threesome

Use your “brand”URLs as a headline

You are who you arenerd out…a little

Get a job

Go all the way…with a killer landing page

Source: KISSmetrics

Seal the Deal…the sales funnel

impression clicks landing page conversion

impression pull out chair/hold open doors witty conversation first base?

Elizabeth MarstenDirector of Search MarketingPortent, Inc.elizabeth@portent.com

Thanks!@portent