How and Why Is High-Quality Ad Copy for Search Campaigns Developed?
Blastoff has experimented with and tested a number of methods for creating, improving, and optimizing ad copy.
Our small team develops high-quality ad copy through multiple refinements, with all team members participating over multiple days. The ads are displayed on a wall-mounted TV during review and brainstorming sessions. This method of developing copy consistently delivers stronger ad copy.
The Purpose of Search Ad Copy
It is important to recognize that the purpose of a search ad is not to completely sell the customer on your service or product. The purpose of search ad copy is to intrigue the customer enough to click on your ad instead of the adjacent ads from your competitors.
This provides visibility into how your ad campaigns can be best structured for highly competitive PPC ad auctions.
Search Campaign Ad Copy Workflow
Our design workflow for search campaign ads is illustrated in the diagram above. It is based on the classic creative process, adapted into a digital advertising workflow.
Why Search Ad Extensions Matter
The search ad extensions that accompany ads are also a crucial element of search campaigns. In many search campaigns, ad extensions deliver more conversion volume than the ad itself.
Optimizing Search Campaign Ad Copy
If a campaign is launched with average ad copy and it is not optimized, it will limit performance. There is more to good ad copy than you might think. Arriving at strong-performing ad copy requires a concentrated effort.
Although ad copy might appear difficult to gauge, an ad’s performance can be measured numerically with web analytics. Arriving at great-performing ad copy can become a systematic process.
A quick overview of the topics covered in this article.
