… Beyond the Basics
Writing compelling ad copy is also crucial to Pay Per Click advertising. Google, Yahoo and MSN all have their own specific editorial guidelines for creating good ad copy. Here are some general Do’s and Don’t’s
- Do make sure your keyword (i.e. airfreight in Ireland) is in your ad copy. This should be preferably in the Title of your ad copy. This word gets highlighted when the results are shown on the search engine results page and helps your ad stand out.
- Don’t use all capital letters in your ad copy unless it is necessary, i.e. FIATA. The use of all capital letters looks amateurish and unprofessional.
- Don’t put your telephone number in the ad copy either for the same reason.
- Do try to include a ‘Call To Action’ in the copy, such as “Buy Now” or “Contact Us Today”. It’s corny, but it works – try it today!
