Create and Implement


How We Create and Implement Keywords and Ad Copy

Generating a seed keywords is the starting point and foundation of our ad group structure. Once we have our ad group structure containing one seed keyword in each, we then start the stemming process. Keyword stemming is where we identify long-tail keywords containing the seed keyword.

We use a number of industry tools and the search networks’ search query reports to facilitate this process. Our goal is to create a tight and granular ad group structure where keywords contain the seed keyword that will be applied to ad copy. As part of the stemming process, if a keyword is generated that changes the context of the search, or warrants a new ad copy, we treat that keyword as a new seed and start the process again.

There are 3 main things we do when writing ad copy:

  • We ensure that the seed keyword for the ad group is contained in the ad copy.
  • We ensure that there is a call-to-action in the ad copy wherever possible.
  • We establish whether the ad copy needs to qualify the traffic before hitting the website.

Whether we use a qualified or non-qualified ad copy depends on:

  • How well the campaign site converts visitors
  • The competitive nature of the keyword and resulting average Cost per Click (CPC)
  • How specific and relevant the keyword is to your content

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