PPC Optimization Wizard

Experiment with ad copy to attract more clicks

You want to improve PPC ad results towards your selected key business metric by improving the step by step persuasion process.
We will now experiment with different ad variations in the hopes of creating a version that persuades more searchers to click on your ad even if it isn't ranked top.

Perform the following experiments to increase your click-through rates without needing to bid more to be ranked highest.

To prioritize where you start with experimenting you may look for ad groups with high volumes of impressions but relatively low click-through rates. This may for example be the case in ad groups where your bid is not enough to rank you very highly.
Review your existing ads for these ad groups and experiment by adding additional ad variations. Some PPC outlets such as Google AdWords will automatically rotate your ads to identify the ones that perform best.
Caution however that the PPC outlet will select the ad that maximizes click-throughs rather than conversions or revenues unless you have implemented the PPC outlet's conversion tags on your site
You can also use Unica NetInsight (or your web analytics solution) to track the effect of ads through to conversions and returns. This requires flagging the version of your ad in the destination URL with an additional key-value pair, e.g. &ad=123.
A popular way of making ad copy attractive to a user's search query is by using dynamic macros to include the keyword in the ad copy, e.g. {keyword} on Google
Another key method for making your ad attractive is to design your display destination URLs so that they are relevant to the search query.