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"In this session, both speakers discussed the best practices for creating, testing and writing Ads/Creatives for paid search engines. The commonalities from this session were testing ads without affecting the quality score of the campaigns; create multiple Ads and have them simultaneously against each other and let the consumers decide based on CTR% and Conversion Rate. Below are some more interesting details from the sessionVic Drabicky Range online media\nVic Drabicky started off the session with a presentation discussing that in reality, there is only (1) one Ad/creative can be applied to all engines and he entitled it \u201CGoogleHOSN\u201D. Vic also addresses that the goal is not to not get every click, but to get every profitable click. He also emphasizes on his Five (5) Ad/creative rules to live by:1.\tInclude the keyword in title and description of the Ad.\n2.\tWrite tailored, clear factual Ads (not everyone can have best deal in the world)\n3.\tAvoid symbols, exclamation point, numbers and \u201Ccutesiness\u201D\n4.\tAvoid non-specific calls to action (book now, save now, etc\u2026)\n5.\tDon\u2019t be salesy. Use the rod roddy rule (monotone, general tone of the offer and this technique tends to be more successful)Step 1 of 3 - Titles: \n\nUse DKI\nkeywords in title\nuse param2 &amp; alt text to further customize\nbe grammatically correct\ndifferentiate yourself from the competition where possible\nStep 2 - Descriptions\n\nDescriptions are most important and customize Ads for every relevant group of keywords is key.\nSetup adgroups by Ads/creative and not by keyword.\nIt\u2019s important to tell your story in the Ad\nAlso important to include your brand name in the Ad\nClearly indicate your unique value proposition (price, selection, etc..)\n\nStep 3 \u2013 Display Urls\nSlight changes in display URL can drastically change your CTR display with in domain has higher ctr%\n\nSearch Engines can automatically optimize creative for you.\nHaving 3-4 Ads/creatives running together is best alternative\nMake sure each ad/creative has a very different message\nTrack  the performance of the Ad/ Creative (CTR% &amp; conversion)\nSearch Engines punishes users who make a lot of changes to the Ads/creatives (Quality score)\nTry to keep at least 1 Ad/creative unchanged.\n\nRule #1 - Use alt text &amp; Param2 for MSN and Yahoo.\nRule #2 - Test often, but limit the testing for quality score problems.\nRule #3 - Get a 2nd opinion, then 3rd, then implement.Theory #1 - Goal is to not et every click, but get every profitable click\nTheory #2 - Searchers may think differently than you, so keep writing new Ads/creatives\nTheory #3 - Don\u2019t chase competitors. Have your unique creative message\nDarren Kuhn, Group Account Director, ResolutionMedia\nNext up to the podium was Darren Kuhn, and he discussed the test and analysis phase in writing effective Ads/creatives as well as going into detail into how MSN &amp; Yahoo handle Ads.\n\nBest practice to have a testing methodology\nResearch categories and industries with historical strong ROI% &amp; CTR%\nMake sure keywords are related to one another\nKeywords and ads should link to the same url/landing page\nMinimum: Each ad/creative should get at least 25,000 impressions or 250 clicks during the test period\nDuration of tests depend on the amount of time it takes each creative to attain the min number of impressions or clicks\nHigh volume sites test period should be at least 2 weeks\n\nTest phase\n\nCreate 4-6 ad/creativess with different message types (official site, capitalization, price points, free shipping, etc\u2026)\nPlace unique tracking on each creative so both conversion and CTR can be tracked\nDisable auto optimizers.\nContinue test for at least 2 weeks.\n\nAnalysis phase\n\nDecide on winner and let winner run\nNo clear winners, re-write new themes and messages and test again\n\nYahoo Panama specific:\n\nDifference between old Yahoo vs. new Yahoo Panama (quality index where cost savings enabled)\nAd rank is determined by it\u2019s bid &amp; expected performance\nYahoo looks at CTR% where it\u2019s optimal for the keyword to relate to the ad (better the relationship, the higher the quality index.)\n\nMSN Specific:\n\nMSN Allows low performing Ads to continue run and be displayed in results\nBest practice to constantly rewrite ads \n*Important Note: If you rewrite the Ad and don\u2019t rename the Ad ID, the ad will keep its previous performance regardless of the change.\n\nStudy 1: Title &amp; description testing:\nThe DKI (Dynamic Keyword Insertion) option historically works well in terms of CTR%, but not always has the best conversion rates. Best to track Ads with analytics software that handles this.Study 2 \u2013 Display Urls\nNoting the performance differences between different variation of Display urls (subdomains, www, etc..) Best tactic is to test all of them.Study 3 - Content match testing\nTrack the Content Network very closely, because it historically low converting.Study 4 \u2013 Automated Testing Tool (example: BetterPPC)\nAuto generate 54 different creatives and explained the benefits of betterppc. Issue with tool, did not track conversions, but quickly tested to find the highest CTR%. Used these top 6 ads to then test for conversion ratesArticle by Greg Meyers Sr. Search Manager at Commerce360"^^<http://www.w3.org/2001/XMLSchema#string>
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