One of the most challenging things to do as an agency, and particularly a small one or as an independent consultant, is setting expectations. The challenge is pretty obvious: you want to get the client excited to work with you and of course you want to win the account, so your inclination is to promise big. That said for pretty much any agency a client who stays on for a couple of months and cancels isn't very interesting,

I've noticed recently that more and more people with writing backgrounds )ie journalists, English majors, etc.( are landing in direct response online copywriting jobs. Without delving too deeply into the reasons for this, I think it's useful to think about how to help equip these people with the tools they'll need to be strong copywriters, and in this case strong PPC copywriters in particular.

At Boost CTR we have a team of expert copywriters optimizing ads for a variety of clients, so we see a lot of ads and get a lot of insight into common mistakes advertisers make with their ad copy. There are of course several different types of mistakes that people seem to make pretty consistently,

There's a lot going on over on the AdWords product development team. Keywords are dying , new AdWords features are rolling out all the time, campaigns are being experimented with , and AdWords is running small business campaigns and letting you automate your campaigns . Amidst all the innovation and commotion they haven't forgotten about ad text.

Last month we talked about what to test with Ad Text , and mentioned one element you can test in your ads: the display URL. In that post we outlined a few different possible display URL approaches you could take )in this example we're bidding on the term personalized gifts(: Different Display URL - The display URL can sometimes have a non-trivial impact on click-through rate and ultimately conversions. We could try some different things such as: Personalized-Gifts.

When you tell someone new to paid search marketing that they'll be getting instant feedback, that they'll have a sea of data at their fingertips, and that the ability to test test test everything you do are powerful advantages to the channel, they invariably want to know "so what, exactly should I test?