Comments on: 9 Mistakes When Creating Ad Text http://www.ppchero.com/9-mistakes-when-creating-ad-text/ Heroic Feats of Pay Per Click Management Sat, 30 Aug 2008 11:57:22 +0000 http://wordpress.org/?v=2.6 By: SearchCap: The Day In Search, September 18, 2007 · Seo Alchemist http://www.ppchero.com/9-mistakes-when-creating-ad-text/#comment-2052 SearchCap: The Day In Search, September 18, 2007 · Seo Alchemist Tue, 18 Sep 2007 21:01:31 +0000 http://www.ppchero.com/2007/09/18/9-mistakes-when-creating-ad-text/#comment-2052 [...] The Adventures of PPC Hero - Heroic Feats of Pay Per Click Management : 9 Mistakes When Creating Ad Text, PPC Hero [...] [...] The Adventures of PPC Hero - Heroic Feats of Pay Per Click Management : 9 Mistakes When Creating Ad Text, PPC Hero [...]

]]> By: Jon Kelly http://www.ppchero.com/9-mistakes-when-creating-ad-text/#comment-2051 Jon Kelly Tue, 18 Sep 2007 18:16:58 +0000 http://www.ppchero.com/2007/09/18/9-mistakes-when-creating-ad-text/#comment-2051 Good list. Couple of minor quibbles. On #6 you should look at the number of impressions and clicks rather than a time-frame (run confidence intervals if you are unsure). On high volume KW's you need less time, on tail phrases you need more time. #8 is a key one (and not just for picky customers!). Every piece of copy represents a trade-off, more clicks might mean fewer conversions if you don't qualify your customers. EVERY piece of ad copy should be separately tracked to conversoin and you should measure these "pairs" rather than looking at each in isolation. Good list. Couple of minor quibbles. On #6 you should look at the number of impressions and clicks rather than a time-frame (run confidence intervals if you are unsure). On high volume KW’s you need less time, on tail phrases you need more time.

#8 is a key one (and not just for picky customers!). Every piece of copy represents a trade-off, more clicks might mean fewer conversions if you don’t qualify your customers. EVERY piece of ad copy should be separately tracked to conversoin and you should measure these “pairs” rather than looking at each in isolation.

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