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Old 5th April 2005, 01:16 PM   #1
thejenn
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Default New Article - Give Your PPC Ad “Authority” and your CTR will skyrocket.

Full Text: http://www.searchengineguide.com/mintz/003985.html

Some Snippets:

"In our last meeting, he happened to mention that the company got a very positive write-up in Fortune Magazine. A few days later, it dawned on me that “name dropping” the Fortune Article could lead to a much higher CTR series of ads. "

"Not every bit of PR can turn into a high-performing PPC ad, but if the PR came from a source well known and respected by the client’s prospect base, it behooves you to test a PPC ad based upon that exposure. "

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Old 6th April 2005, 10:33 PM   #2
fthead9
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Default great point

That's a great point which I think really touches on an even more important element to writing good PPC ads. I would venture to guess that your CTR went up because the searches recognized an element, in the case Fortune magazine, that resonated with them. In order to write truely effective ads you need to identify the searchers touch points and write your copy around that.

In your case I can see the searcher wading through a list of ads all saying essentially check out our fund, we're great see for yourself. When you mentioned Fortune you stood out not only because of credibility but because the searchers could identify personally with the name. Alternatively if you could address their specific interest/need for the search, such as "protect your stock returns against a rise in inflation" you would also see a rise in CTR.

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Old 8th April 2005, 12:08 PM   #3
rmeech
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Default Something's not right here

Nice article and everything, but the revised ad he claims to have had great success with is not possible. AdWords ads have a 35-character limit for the second and third lines, and "In February Issue of Fortune Magazine" is 37 characters, meaning this ad described could never have actually run. Why would someone lie about something like this?

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Old 8th April 2005, 08:00 PM   #4
PDXTodd
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Default Clarification

I slightly changed the ad text in the story as to omit the name of the client which caused the line to exceed 35 characters. The ads are running as we speak and are still generating excellent results for the client.

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