Search ad text advice offered

15th July 2008

Marketers seeking to refine their paid search ad text to be as attractive as possible to web users may want to note tips offered by David Rodnitzky on the Search Marketing Standard blog.

According to the expert, the right ad text can do much to boost click-through rates. One of the best ways in which to find the best text is to test different variations and rate the performance of new ones against older, better-performing concepts to ensure text is as effective as possible.

Calls to action can also help to persuade consumers to click on paid ads, with marketers encouraged to make use of different types of these.

"Never assume that you 'know' what your users want to see in ad text," Mr Rodnitzky remarked.

"As part of your testing, you should always test different tones - some very direct response and aggressive, others soft and unobtrusive."

Meanwhile, successful competitor ads may be worth analysing to see whether there is a strategy that seems to appeal more to web users than other types of ad text, the expert said.

Google accounts for 90 per cent of the paid search market, the Register reports.