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SEMrush.com
IMPROVE YOUR ADS THROUGH COMPETITORS ANALYSIS
DAVID BLACK Custom Success Director
[email protected] Twitter: @theguyatsemrush
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A LITTLE ABOUT SEMRUSH
THE WEB’S LEADING ONLINE COMPETITOR ANALYSIS & KEYWORD RESEARCH TOOL
RECORD SERPS DATA FOR THE TOP 95 MILLION KEYWORDS WORLDWIDE
SERP DATA INCLUDES BOTH ORGANIC AND ADS DATA LIKE KEYWORDS, TEXT AND URLS
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GOOGLE ADS OVERVIEWGOOGLE RUNS AN AUCTION FOR EACH KEYWORD SEARCH
DECIDES WHAT ADS TO DISPLAY BASED ON MAX CPC AND QUALITY SCORE
GOOGLE MAKES MONEY FROM EVERY CLICK ON AN AD. THEY REWARD ADS WITH HIGH CTR
BUT, HIGH CTR COMES FROM HAVING ATTRACTIVE, RELEVANT ADS
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WHY YOUR ADS TEXT IS SO IMPORTANTEVERYTHING RESTS ON HOW THE SEARCHER PERCEIVES YOUR AD/COMPANY
YOU HAVE LESS THAN A FEW SECONDS TO CATCH SOMEONE’S ATTENTION WITH YOUR AD
NOTHING FLASHY ON SEARCH NETWORK ADS & LESS TEXT THAN A TWEET
THIS LITTLE PIECE OF TEXT CAN MAKE OR BREAK YOUR ENTIRE CAMPAIGN
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THE NUMBER ONE RULE…
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HOW TO WRITE ADS THAT DON’T SUCK
“ATTRACTIVE” DOESN’T HAVE TO MEAN AESTHETICALLY PLEASING, BUT IT HELPS
HIGHLIGHTING ASPECTS OF YOUR BUSINESS OR OFFERS THAT ENTICE THE SEARCHER
UNDERSTAND YOUR AUDIENCE - YOU’RE WRITING TO PLEASE THEM
WILL THEY REACT TO SOMETHING EXCITING, CREATIVE AND DIFFERENT?
WILL THEY REACT TO SOMETHING THAT’S TRIED AND TRUE?
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COMPONENTS OF AN AD
www. .com/HEADLINE [25 CHAR]DISPLAY URL [35 CHAR]
DESCRIPTION LINES 1 & 2 [35 CHAR EACH]
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HEADLINES
HEADLINES SELL COPIES BECAUSE THEY GET PEOPLE’S ATTENTION
KEEP THEM RELEVANT TO USER’S SEARCH
TRY TO AVOID USING YOUR BRAND NAME UNLESS IT’S A TRUST-BUILDING SELLING POINT
HEADLINES AND DESCRIPTION 1 LINES GET COMBINED WHEN IN POSITIONS 1 THROUGH 3
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DESCRIPTIONS
FOCUS ON THE BENEFITS OF YOUR PRODUCT OR SERVICE
INCLUDE STATISTICS TO BUILD TRUST
ASCII CHARACTERS AND NUMBERS HELP ADS STAND OUT
TELL YOUR POTENTIAL CUSTOMER WHAT YOU WANT THEM TO DO WITH YOUR CALL TO ACTION
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DISPLAY URLsTHE BENEFIT OF DISPLAY URLS IS DEBATABLE
CAN BE A GREAT WAY TO REINFORCE TRUST IN YOUR AD
THERE ARE MANY VARIATIONS - TEST MULTIPLE ADS FOR HIGHEST CTR
USE DYNAMIC KEYWORD INSERTION, CAUTIOUSLY AND TASTEFULLY
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FINALLY! THE ENDGOOGLE MAKES YOUR COMPETITORS DATA AVAILABLE - YOU JUST HAVE TO KNOW WHERE
TO FIND IT.
AN INSIDER’S LOOK THROUGH SEMRUSH HELPS YOUR BOTTOM LINE.
DECEMBER PROMOTIONS
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