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Now, if I bid on the phrase “shop and
save,” for instance, my headline would appear to the user
as “Shop and save on eBay.”
You should also be aware that there are a few different formats
to the keyword insertion tool. If I had not capitalized {keyword:
…}, then it would read, “shop and save on eBay”
without capitalizing the first word. If I had capitalized the
K and W {KeyWord: …}, then my ad would have read, “Shop
And Save on eBay,” with each word of the keyword phrase
capitalized. Note that the full keyword insertion code includes
the word shopping. This will be the default word used in the headline
should the search term be unable to display due to the length
or for any other reason.
Description
Line 1.
In the first line of the description, I usually expand on the
headline with a reason or reasons for the user to go to the site
I’m promoting. In this instance, I have typed, “Shop
and Save Money on eBay.” My goal here is to suggest that
by going to eBay instead of clicking on some other site’s
ad, the user might save money, which is certainly possible for
a savvy bidder on eBay. I might also have suggested it would be
easy to find what the user wants on eBay. The point is, in this
line of your ad you should give the user a reason to choose this
site over the others.
Description
line 2.
The second line of the description can sometimes be used in the
same way as the first, giving the user a second reason to visit
the site. I prefer, however, to use this line – when appropriate
– to weed out traffic that will not earn a commission anyway.
Since eBay requires users to register to use the service, and
because these registrations are the bulk of my revenue, I try
to let users know that registration will be necessary. This way,
people who are not willing to register don’t waste their
time – and my money – by clicking on my ad. Of course,
I do try to put a positive spin on it, hence the phrase, “Registration
is Free and Easy!” Note also the use of an exclamation point.
Punctuation, if used intelligently, can often improve your ad’s
CTR, but be aware that AdWords will not allow you to overuse it.
Display URL.
This is the URL that your ad will display. It does not have to
match the Destination URL, but they both must point – eventually
– to the same top-level domain.
Destination URL.
This is the actual URL you want customers to go to when they click
on your ad, and here is where you will enter the tracking code
you generated in Chapter 5 when you signed up for eBay (or whatever
other program you may have chosen). By the way, all Commission
Junction affiliate programs allow you to uniquely identify your
ads using an SID. I typically use this to separately identify
each ad group so that I can calculate my returns by ad group later.
If I intend to name this ad group eBay Shopping, for instance,
I would add the following piece of code to the end of my tracking
code: &SID=ebayshopping |
