24 Apr '13, 5pm

5 Big Brand PPC Ads with Critiques: What We Like, What We'd Change

5 Big Brand PPC Ads with Critiques: What We Like, What We'd Change

Better Keyword Matching – It looks like they’re broad-matching on “labels,” but they’re not using dynamic keyword insertion (DKI), so the word “printing” doesn’t actually appear in the ad – not a great intent match. The ad is all about designing and customizing labels, not printing them. They should be keeping a better watch over their search query report and building out more targeted ad groups. More Benefits – The only benefit here is “Over 27,500 Products” – which, some might argue, is actually a shortcoming. Who wants to search through nearly 30,000 products? Paradox of choice, anyone? Sounds like a waste of time. Compare this to the other two ads, which offer lots of information on price and specific details about label sizes and other information that would help the searcher make a decision. Ad Extensions – ULINE’s ad doesn’t make use of any extensions at all. Can we...

Full article: http://www.wordstream.com/blog/ws/2013/04/24/big-brand-pp...

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