Sur un marché de plus en plus concurrentiel, il n'y a plus de place pour l'approximatif et notamment en ce qui concerne la rédaction des annonces de liens sponsorisés. C'est pour cela que je souhaite m'arrêter en détail sur les fondamentaux pour rédiger une PPC ads efficace.
Premièrement, rappelons que le but d'une annonce est de réaliser les objectifs suivants:
- Générer le clic ET
- Pré-informer l'internaute pour que le clic soit le plus qualifié possible et ainsi éviter les clics "parasites" des internautes curieux sans intention d'achat (dans l'optique d'un objectif de maximisation des ventes) ET
- Inciter l'internaute à passer à l'action une fois arrivé sur le site, c'est à dire faire un achat
La difficulté est donc de trouver une annonce qui réponde à ces 3 critères. Trop souvent nous voyons des annonces "PUSH" dont le seul objectif est de déclencher le clic. Certes le CTR sera bon mais pas forcement le ROI. Alors comment faire pour allier les 2 ?
J'ai lu un article australien: Killer PPC Ads: The Final Word très intéressant à ce sujet. Je souhaite vous en faire partager l'analyse:
1. Ad Group Keywords
The ad group's root keywords should appear at least once in the ad, preferably in the headline. This helps ensure the person viewing the ad makes draws the all-important conclusion, "This ad exactly matches the intent of my search." Also, keywords included in ads appear in boldface, so they're more eye-catching.
One additional tip: many advertisers don't realize that keywords (and other persuasive words) can be included in the display URL, which isn't required to reference an actual page or directory on the site. For example, both of these are legal ads:
Get Government Grants
See if You Can Get up to $15,000.
Take Our 5-Minute Test!
WashingtonDough.com/Get-Grants
Get Government Grants
See if You Can Get up to $15,000.
Take Our 5-Minute Test!
WashingtonDough.com/Take+the+Test
2. Talk to the Reader
Whenever possible, speak directly to the reader by using words like "you" and "your."
3. Tell the Reader What You Want Them to do
Use imperative verbs like:
- Get
- Shop
- See
- Find
- Buy
4. Make it Clear You're Selling
If your site sells something, make it clear that the ad leads to an eCommerce site -- by including price information, for example. This helps ensure you don't waste money on clicks from people who are only looking for information or examples. A site that sells photos of sports figures, for example, can minimize the number of expensive clicks from people who just want to see or print such photos by including a phrase like "Prices low as $59!"
5. Capitalize Every Word
Often an ad with words in title case (where the first letter of each word is capitalized) performs better than a version of the same ad with lower-case letters. Here's an example using the ad above:
Refinance Your Mortgage
Apply Now - Lower Rates and a
Fatter Wallet Every Month!
YetAnotherMortgageBank.com
Notice that the individual words in the display URL are capitalized, too. Doing so often boosts CTRs.
6. Use Appropriate Punctuation to Emphasize Action
Exclamation points can significantly increase CTRs. And don't omit punctuation marks, because your ads might appear incorrectly under some circumstances. For example, this ad appears OK when it appears on the side of a search results page:
Get Government Grants
See if you can get up to $15,000
Take our 5-minute test!
www.washingtondough.com
However, the lack of punctuation at the end of the first line will make the ad look odd when it appears at the top of the results page:
Get Government Grants
See if you can get up to $15,000 Take our 5-minute test!
www.washingtondough.com
It may seem like a minor problem, but I'll bet you a bagel that the properly-punctuated version of the ad gets a higher CTR.
Source: Killer PPC Ads: The Final Word
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Je n'ai pas compris la différence ponctuation pour le dernier exemple... Les deux ads sont pareils excepté que le seconde est sur une seule ligne (?)
Rédigé par: Crédit immobilier | 20 décembre 2008 à 15:11