BIGLocal.ca has been utilizing a set of secret strategies for increasing our client’s Click-Through-Rates, Conversion Rates, Quality Scores & Overall Profits. All of the advanced-user tactics you’re about to learn are included Standard in all BIGLocal.ca campaign setup & optimization service plans.
When used together, these strategies synergize to drastically out-perform your competition. Below, you’re going to be given an inside look at what these secret strategies are & how we use them to score a win for your advertising.
You Are About To Acquire 11 Secret Strategies That When Used In Synergy Will Make You More Money In Your Pay Per Click Advertising Campaign
Secret Strategy #1: Inter-Capitalization
One of the first goals of any PPC advertising campaign is to attract the attention of the prospect who prompted your ad. One of the tricks BIGLocal uses to “steal” attention from the rest of the page is to inter-capitalize each of the words in the ad copy.
As you can see, what we’re actually doing is creating an optical illusion on the page that makes the ad look larger than its lower-case counterparts.
Secret Strategy #2: Utilize Extra Characters In Display URL
The Display URL contains a maximum of 35-characters. For most URL’s this is much more than is needed. We don’t just leave that white space there like the vast majority of advertisers. Instead, we utilize the space by either adding the keyword to the end of the URL, or adding another element that should further compel the prospect to choose your ad.
iphone.SpringIntoNikes.com(In this case, we would only display this URL to users who are searching on their iPhone).
SpringIntoNikes.com/Nike-Shoes-Sale
These URL’s win over the competition’s because they give the prospect more information that they can use to decide whether you have what they want. The URL on its own tells the prospect little to nothing; but by adding the keyword or the word “Sale”, we’re giving the prospect more information. Also, if we manage to get the keyword (or part of it) into the URL, it will display in bold, which will even further help it stand out.
Secret Strategy #3: Special Characters
Special characters are strategically used by our creative team to help make your ad (or a particular part of your ad) pop on the page.
Google Adwords is notorious for adding features to their self serve advertising platform and then not making an effort to tell anybody about them (just one more reason a professional Search Marketing team is so invaluable). One such change was the movement of the first line of ad copy into the headline for ads that are correctly formatted & positioned in the top 3 spots.
Your Search Marketing Specialists will format your ads to qualify for the extra-long headlines that are boosting Click-Through-Rates (CTR) by a substantial amount for virtually every advertiser.
Many advertisers are aware of the ability to use something called Dynamic Keyword Insertion (DKI). DKI is the ability to use a placeholder which will dynamically auto-fill with the keyword that prompted the ad.
What most advertisers Don’t Know is that this practice lowers your Quality Score over an identical ad that has the keyword in it naturally.
BIGLocal.ca only utilizes Best Practices; which is why we don’t typically use DKI’s in your ad copy. Instead, our team takes the extra time involved to naturally sprinkle the keyword throughout the ad copy in order to develop the best possible relevance (Quality Score). The other advantage to taking all the extra time to manually customizing the ads for each keyword is that it gives us the opportunity to make as much of the ad copy Bold as possible (note: when any part of the keyword shows up in the ad copy it is displayed in Bold).
The most advanced use of keyword placement is to build optical illusions that command attention. One example of these super-user advanced level features is the “Trinity-Pattern” Keyword Placement.
This ad copy tactic isn’t a special feature that you’ll need to request. This is a best practice that is a standard part of our service.
In this example you can see that the placement of the keywords form a triangle, which the eye can’t help but focus to. This is just one of the many little “tricks” the BIGLocal creative team uses to make sure that you ALWAYS beat the competition’s performance.
Secret Strategy #7: Advanced Punctuation Usage
Punctuation can draw the eye if it is used creatively. Specifically; Exclamation Marks (!), Question Marks (?), Colons (:), Semi-Colons (;) Quotation Marks (“)& Ampersands (&) are the best at drawing in the eye .
Our creative team knows how to use these eye-catching punctuation marks, and each of your ads will be crafted utilizing the advanced uses of punctuation.
Along with the other advanced strategies being utilized, the special characters/punctuations add a lot more character to the ad on the left which will draw the prospect in.
Secret Strategy #8: Site-Link Extensions
Site-Link extensions are one of the most under-utilized weapons in a PPC ad copywriter’s arsenal. Site-Link extensions are links (up to 4) that are placed directly below your ad copy, which give the prospect the option of selecting the page they want to visit on your website.
These 4 links are responsible for drastically improving both the Click Through Rates & the Conversion Rates for virtually every advertiser who utilizes them.
Secret Strategy #9: Product Extensions
Like “Site-Link Extensions”, Product Extensions display directly below your ad. With Product Extensions, you actually get to include an image of the product, along with pricing details (The data is drawn from your Google Merchant Center Account).
These extensions dramatically improve CTR & Conversion Rates for advertisers who utilize them.
Secret Strategy #10: Address Extensions
For local advertisers Address Extensions are an invaluable add-on for your ad copy. As the name implies, your business’ address is placed below your ad copy. There is also an expandable map that will show up for your ad (as you can see from the example on the right).
Like it’s cousin; Address Extensions, Telephone Extensions allow you to place your telephone number directly below the ad copy. This handy little extension is known to generate free business, since the prospect doesn’t need to click your ad (hence, charge you money) in order to engage with your business. In other words, with Phone Extensions your advertising generates phone leads absolutely free.
