Why You Need To Make Dynamic Copy An Integral Part Of Your 2015 PPC Strategy

By Matt Umbro


As we head into 2015, advertisers and searchers are both suffering ad fatigue. Part of this fatigue has to do with the current state of paid search, including which features are considered necessary. The other part has to do with advertisers not adapting to a constantly changing PPC world.

Larry Kim first touched on this notion of ad fatigue in May of 2013 when he coined the phrase “AdWords Jackpot.” His premise was that many ads lack creativity and are not original. When users type a query, they may see an “AdWords Jackpot” of similarly written ads, lacking key differentiators and originality.

Fast-forward to today, and we still see ad fatigue, but in a different way. The bevy of ad extensions and their impact on ad rank makes occupying more search real estate a key focus. I don’t disagree with the premise, but this focus takes away from the core text ad message.

Even advertisers who spend time writing creative and unique ads may suffer due to the sheer volume of clickable options and callouts on the results page. Here is an example of a Walmart ad with seven lines of text. Can you easily identify where description lines one and two are and what they say?

Image of Samsung tv ad

We haven’t even hit on Shopping ads, or Product Listing Ads (PLAs). According to RKG’s Q3 2014 Digital Marketing Report, PLA spend and traffic increased substantially year over year.

Getting Dynamic

In September, AdWords launched what I believe to be the most impactful update for e-commerce advertisers since the release of Dynamic Remarketing. This update was the release of ad customizers, which allow advertisers to add dynamic content to their text ads. This dynamic content can be anything from inventory or price to a …read more

Source:: SearchEngineLand


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