ppc search ad

Search campaign ad copy is critical to performance, so we have tested in practice many methods of creating, improving, and optimizing ad copy. The workflow and methods we currently use are outlined in other articles on this site.

Our ad design process is based upon the classic creative process, mapped into digital advertising.  It is always a team activity.

Whether a campaign is targeting a b2b market, or b2c, search ads (and their critically important, related search ad extensions) are a crucial element of search campaigns because they carry the advertiser’s message to potential customers, clients, and buyers.

Many campaigns are launched with “mediocre” ad copy, limiting performance. But there are good reasons for this: there’s more to good ad copy than you might think. Sometimes advertisers “get lucky” by just plugging in what comes to mind. But more frequently, good ads take some concentrated effort to create, measure, and assess.

The good news is that even though the quality of ad copy appears to be somewhat subjective, the ad performance can be measured with web analytics. So arriving at great-performing ad copy can become a systematic process.

We’ve developed “ad development workflows” not only for search campaigns, but for the other three types of digital advertising campaigns as well: display, video, and shopping.