Write an Effective Ad

Objective: Learn how to write an effective ad.

Introduction

You can use these guidelines, tips, and techniques to help you write ads that are effective, relevant, and sure to be noticed by your customers.

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Technical Requirements

Each ad you write consists of four components:

• Ad title
• Ad text
• Display URL
• Destination URL

You can easily enter this information in adCenter when you create a new ad:

The ad is displayed as follows:

Fly Away to Florida

Buy a package and kids fly free!
Plus, book online and save up to 50%!
www.margiestravel.com (display)
www.margiestravel.com/florida (destination )

The landing page for your ad:

• Must be relevant to your ad text and keywords.
• Will be checked by Microsoft.
• Must be accessible and functional.
• Cannot generate pop-up ads.

Lack of landing page relevance is a key reason ads are not disapproved. Microsoft will verify the relevance of your ad and landing page, so choose your destination URL appropriately. If the landing page is inaccessible, under construction, generates pop-up ads, or is irrelevant, your ad could be disapproved.

Exceeding character limits is also a key reason ads are disapproved. Keep in mind the following character limits as you write your ad title, ad text, and URLs.

Ad title: up to 25 characters with spaces

Ad text: up to 70 characters with spaces

Display URL: up to 35 characters

Destination URL: up to 1,022 characters

For more information about creating an ad, see Microsoft adCenter Help: http://help.live.com/help.aspx?project=adCenter_ContentAds_Beta_ss&mkt=en-
us&querytype=keyword&query=yekdi227

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Tips for Writing Effective Ads

By writing compelling ads that target the right customers, you can help increase your click-through rate (CTR) and improve your campaign ROI.

Here are some tips for writing effective ads:

• Make your ads relevant. One way to improve relevance is to use your customers' most popular search query keywords in your ad titles and text. A search query is a search for specific information. Each time a customer searches for results on a search engine, they have completed a query. A good strategy is to include a strong keyword in the first line of your ad or title.
• Describe what sets your product apart. Review your competitors' online ads and determine how your offering is unique. For example, if your product is available in more colors than the competition can offer, you may mention color choices in your ad.
• Use your customers' language. Research the age group and gender of your typical audience and use that knowledge to write your ads. Use word choice and tone to attract your typical customer.
• Address your customers directly. Use the words "you" or "your" in your ads so you are speaking directly to your customers.
• Be specific. The clearer and more specific your offering is, the better. For example, rather than write "big discounts," you might specify an exact percentage, such as "50% off."
• Include a call to action. Rather than say "click here," offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, or subscribe to a newsletter.
• State a product's benefit. Why do customers buy your product? Does it solve a problem? Does it help them save time or money? When you are done writing, review your ad and landing page as a customer would view it. Ask yourself: Is the benefit clear?
• Create a sense of urgency. Give customers a reason to click your ad right now. For example, you can offer customers a limited-time discount.
• Test different versions of the same ad. Change only the text, the targeting, the keyword list, or some other aspect of the ad. Put each ad in its own ad group. Performance is tracked by ad group. After you determine what works best, you can write an ad that combines the winning attributes.

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Microsoft Editorial Guidelines

Microsoft can refuse any advertising content and will review all ads to ensure they meet strict content and style guidelines.

Before you start creating ads, read the Microsoft Editorial Guidelines and review the list of unacceptable ad content. These guidelines are available in adCenter Help:

Ensure your ads are relevant to customers by following these general guidelines:

• Do not use offensive language or profanity.
• Do not advertise illegal products.
• Do not mislead your customer.
• Do not create the wrong impression.
• Advertisers may not bid on a competitor's trademarked term or use that term in their ad copy.

Use correct style and grammar in your ads and avoid these common mistakes:

• Do not use exclamation points in ad titles
• Avoid repeated or unnecessary punctuation
• Do not capitalize entire words
• Avoid word repetition
• Watch out for incorrect grammar

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Submitting an Ad for Approval

After you submit your ad, adCenter will review your ad, and if all the guidelines are met and your ad is approved, it will become live online soon within minutes. Remember, the process will take longer if you haven't followed the Microsoft adCenter Editorial Guidelines.

When your ad is approved, Microsoft will not notify you by e-mail. If you haven't received a notification regarding disapproval within 2 hours, your ad was probably approved. To verify your ad has been approved, check your account to verify ad status.

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