In retail and ecommerce, you have seconds (and that may even be generous) to get a qualified searcher with high purchase intent to bite on your paid search ad or simply gloss over it.
Seemingly small details in your copy can make all the difference.
What follows certainly isn’t an exhaustive list, but here are seven important details that can give your retail and ecommerce PPC campaigns an edge over your competition.
1. Understanding How the Headlines Work
Google and Bing both offer multiple headlines (up to 3 with 30 character limits on each) to use in your PPC ad copy.
A few things you need to know:
Having all those characters available can be a blessing or a curse. Sometimes it’s necessary, but other times the old adage of “less is more” applies. You can go too crazy and muddy up what should be a simple message.
Most experienced PPC marketers I talk to will tell you to put the Call to Action (CTA) in the second headline. Start there, but obviously test it for yourself.
That new third headline isn’t guaranteed to show. So for you, this means you should be careful what text you put into it. If there is a “must have” statement or CTA, do not put it in that third headline.
2. The Display URL Path
Don’t confuse the destination URL with the display URL.
The destination URL may be a long ugly string and that’s fine. However, you can make the display URL that’s seen in the ad pretty.
More important, you can make it useful and give the searcher just a small boost of confidence that they’ll find what they want by clicking on your ad.
Both Google and Bing wisely give the display URL a contrasting color so that instantly makes it easy to stand out. Use that advantage to give yourself an edge with your potential customer.
Original article by Adam Proehl on www.searchenginejournal.com