ses-在SES NY上制作引人注目的广告

If you are using paid search as one of your online marketing strategies (who isn’t, if you’re not, get with the program,) this was one of the most important sessions I have ever attended and paid very close attention to.

In order to try and give you the information up-to-date, I will post the notes I took and should give you an overview and a guideline for great tips and advice on creating compelling ads to capture your audience in the search engines and increasing click through rates and conversion rates. The notes are in the order of the panel and how the session went.

(1) Mona Elesseily- Director of Marketing Strategy- Page Zero Media

-Research and understand your market

-Understand your market: “Free Shipping” example. “MP3 players”

-Differentiate between you and your compe*****s.

Tools to understand your market:

MSN Labs: Search Funnel & Seasonality Tool (when consumers are most tuned in to marketing messagesses- tax forms examples)

Tip #1- Cater ads to different buyer needs

Try testing the following:

*Price

*Info that reassures buyers, i.e. official site or 24/7 phone support

*Time sensitive like a deal or offer ending soon.

Tip #2- Ad copy should be appropriate “in feel” to the industry category Tip #3- Consider the buying Cycle Multivariate Ad Testing

Example: Test Order now vs. Order Today

Order today in first line converted better than second line.

Elements to test:

Headlines, Offers, “buy” words like try, get, etc.

URL w/ www. & without

FREE TOOL: Adcomparator.com

(2) Patricia Hursh – Smart Search Marketing

5 TIPS:

Define Success Metrics

Align ads with buying cycle

pre-qualify clickers

Use unique, specific calls-to-action

Ask a compelling question (lots of success)

Define Success: Visibility (Branding Messaging, Ad Impressions, Ad Position), Traffic (Response Messaging, Maximize CTR, Cost/Click), Conversion (Pre-qulifying messaging, maximize conv rate, cost/conversions)

Align ads with buying cycle: Laptop computersà laptop informationà laptop user reviewsàIBM laptop modelsà IBM ThinkPad t61

-Don’t ignore the power of non-branded keywords.

Pre-Qualifier Clickers: Address your specific target audience & Specify who should/shouldn’t click.

Unique Compelling Calls-To-Action: Be Specific, Give People A Reason to Click

Click Here, Learn More, Get Information, Take 60-second Tour, View Video Demo, etc.

Ask Questions.

(3) Misty Locke, President of Range

Boiling it Down: Factors that convert: write for your consumer, writing for conversions not clicks, get creative.

-Convert at the ad not landing page. Include keyword in title and desc. Capitalize display url for more visibility, clear call to action.

-Deliver a clear message. Make sure your creative defines what you are selling. Be clear of who you are and what you want them to know about you.

-Provide consumer the right information. Price and a bit more description converted by about 8-10% higher than broad ad.

Description Check point: B (brand) + O (offer) + C (call-to-action) =客户品牌曝光率

跟随点击转换

：价格点广告文案点击率测试结果。

价格较高的广告的转化率较低，投资回报率则更高。

（4）杰森·多恩（Jason Dorn）-雅虎（Yahoo!）

制作引人注目的广告时需要考虑的三件事：

-广告组的结构是成功的基础（紧密的广告组……对于质量得分而言非常重要）

-创造有价值的第一印象至关重要（要清楚，要切合实际，要说出竞争优势）

-ad测试是达到目的的一种手段

（5）杰森·米勒（Jason Miller）– Engine Ready，Inc.-CTO

当事情发生变化时（从搜索引擎指南到付费搜索），这实际上是在改变价格！您需要一个优势。一般的广告客户...您遇到了麻烦。

-在支持引擎的网站上下载Ad Flint，可免费制作广告。

–不要把所有的东西都给所有人。

效用与情感：获得较高的点击率ses是一种心态。

当其他所有人都在效用方面竞争时，请多花些精力，反之亦然。

**您的广告是您网站的窗口。

让您的赢家奔跑，并迅速削减输家。

-海德琳E.

-swap广告**线1与第2行

- 介绍www.

搜索关系组织（新概念？） - 如果您不断地找到竞争对手并徒步旅行，请联系竞争对手降低出价。

如果您对本次会议有任何疑问，请随时提出任何问题，我会尽力为您回复。