The document provides tips on writing effective ad copy for paid search campaigns. It discusses the main objectives of ad copy as filtering traffic, managing user expectations, and starting the conversion process. It recommends using the AIDA model of grabbing attention, interest, desire, and action. The document emphasizes testing different ad copy, including testing lower-performing ads, as the best ad is the one that generates results. It also suggests testing headlines and descriptions in different combinations and creating geo-sensitive ads to target audiences.

1. Paid Search:
Today’s Lesson is on Ad Copy 

2. Who am I?
• Ryan Nadeau
• 12+ Search Marketing Pro
– Managed PPC for Expedia/Hotels.com & General
Motors (Chevrolet)
• Co-Founder & VP of SLC|SEM
• @Dealership

3. The Main Objectives of Ad Copy
• Filter out unqualified/inefficient traffic
• Manage the expectations of users
• Begin the Conversion/Sales Cycle

4. A. I. D. A.
• Attention
• Interest
• Desire
• Action

5. STOP BORING EVERYONE!!!

6. Different is Good

7. What is “Great” Ad Copy?
• Quality/Great Ad Copy Transcends Ad Position
– Try testing new ad copy at lower positions to see
how it performs and let it “earn” it’s way higher.
• This will save you money
• The definition of great ad copy is simple:
– It’s the one that generates results
– Forget having “pride of authorship” and test
everything!

8. Which Video Would You Click First?
• “Ray Allen’s 3-Pointer Forces OT”
• “Heat Fans Denied Re-Entry”
• “Rugby Player with Massive Hit on Opponent”
– Source: ESPN.com

9. TEST/QUESTION EVERYTHING
• Pro Tip: Create Ads where the Headlines and
Description Lines are Interchangeable
– This Allows for Taguchi-Style Testing Methods
• Unique Testing Resources:
– Experiments: Planning, Analysis & Parameter
Design Optimization
– Design and Analysis of Experiments

10. Check this out…

11. Pro Tip: Create New Ads that are Geo-Sensitive

12. Cheers!