Ad text optimization
Encyclopedia
Ad text optimization is the process of improving the performance of a text Pay Per Click (PPC)
Advertisement on search engines by improving its Click Through Rate (CTR) performance both in terms of volume and quality of response, that is “more buyers, less browsers”. ATO is an element of Search engine optimization
, where the subject is discussed in greater detail.
According to Search Engine Journal, “AdWords text ads are small and in some ways unassuming – when you think about testing landing pages it’s obvious that there are elements that could make a big impact, but it’s sometimes less intuitive that ad text tests can and often do have an equally big impact on results.”
pages when Users search with keywords which match those selected by the PPC Advertiser. When PPC Ads are clicked on they take the User through to a designated page on the advertiser’s website and a fee is paid to the search engine for the click. At the heart of Ad Text Optimization (ATO) lies a specialist type of direct response copywriting
which can be augmented by an Ad Text Optimization (ATO) algorithm
that measures the response effectiveness of Ad Text copy. For Users the benefit of ATO is to make PPC Ads more relevant to their searches. For advertisers ATO is delivers more clicks, leading to more sales and increased Return On Investment
(ROI), and search engines benefit by offering their user customers more efficient search experiences.
being the most notable example, reward more efficient PPC Ads with higher Quality Score
s, which are measured by higher CTRs. The higher the Quality Score of a PPC Ad the lower the bid price the advertiser has to pay each time a User clicks on the relevant Keywords that triggers the PPC Ad appearing. Higher Quality Scores also result in PPC Ads appearing on earlier search pages. ATO can play a key role in increasing a PPC AD’s Quality Score, and Google publishes its Overview of Optimizing Ad Text on its elearning centre, saying that “Ad text plays a crucial role in determining the success of your AdWords advertising.”
(Search Engine Optimization) for natural search in that they both improve the visibility of websites.
(ASA). This has been commentated on by many in the marketing and advertising fraternity as evidence that PPC Ads now constitute an established part of the marketing mix. According to the UK’s Internet Advertising Bureau (IAB), search is now a significant advertising medium in its own right with the paid search market worth almost £2.15 billion in 2009 representing 60.7% of online advertising spend in the UK. PPC Ads make up the lion’s share of this market and some argue that its future growth will in part be fuelled by ATO becoming an ever more integral part of the writing of PPC Ads.
Pay per click
Pay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
Advertisement on search engines by improving its Click Through Rate (CTR) performance both in terms of volume and quality of response, that is “more buyers, less browsers”. ATO is an element of Search engine optimization
Search engine optimization
Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
, where the subject is discussed in greater detail.
According to Search Engine Journal, “AdWords text ads are small and in some ways unassuming – when you think about testing landing pages it’s obvious that there are elements that could make a big impact, but it’s sometimes less intuitive that ad text tests can and often do have an equally big impact on results.”
Work method
PPC Ads are triggered to appear on search engineSearch engine
A search engine is an information retrieval system designed to help find information stored on a computer system. The search results are usually presented in a list and are commonly called hits. Search engines help to minimize the time required to find information and the amount of information...
pages when Users search with keywords which match those selected by the PPC Advertiser. When PPC Ads are clicked on they take the User through to a designated page on the advertiser’s website and a fee is paid to the search engine for the click. At the heart of Ad Text Optimization (ATO) lies a specialist type of direct response copywriting
Copywriting
Copywriting is the use of words and ideas to promote a person, business, opinion or idea. Although the word copy may be applied to any content intended for printing , the term copywriter is generally limited to promotional situations, regardless of the medium...
which can be augmented by an Ad Text Optimization (ATO) algorithm
Algorithm
In mathematics and computer science, an algorithm is an effective method expressed as a finite list of well-defined instructions for calculating a function. Algorithms are used for calculation, data processing, and automated reasoning...
that measures the response effectiveness of Ad Text copy. For Users the benefit of ATO is to make PPC Ads more relevant to their searches. For advertisers ATO is delivers more clicks, leading to more sales and increased Return On Investment
Return on investment
Return on investment is one way of considering profits in relation to capital invested. Return on assets , return on net assets , return on capital and return on invested capital are similar measures with variations on how “investment” is defined.Marketing not only influences net profits but also...
(ROI), and search engines benefit by offering their user customers more efficient search experiences.
ATO and Quality Score
Many search engines, GoogleGoogle
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
being the most notable example, reward more efficient PPC Ads with higher Quality Score
Quality Score
Quality Score is a variable used by Google, Yahoo! , and MSN that can influence both the rank and cost per click of ads....
s, which are measured by higher CTRs. The higher the Quality Score of a PPC Ad the lower the bid price the advertiser has to pay each time a User clicks on the relevant Keywords that triggers the PPC Ad appearing. Higher Quality Scores also result in PPC Ads appearing on earlier search pages. ATO can play a key role in increasing a PPC AD’s Quality Score, and Google publishes its Overview of Optimizing Ad Text on its elearning centre, saying that “Ad text plays a crucial role in determining the success of your AdWords advertising.”
ATO and SEO
ATO in PPC advertising is viewed by many in marketing as the equivalent of SEOSearch engine optimization
Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
(Search Engine Optimization) for natural search in that they both improve the visibility of websites.
ATO and Advertising
Recently in the UK, PPC Ads have come under the scrutiny of the Advertising Standards AuthorityAdvertising Standards Authority (United Kingdom)
The Advertising Standards Authority is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances...
(ASA). This has been commentated on by many in the marketing and advertising fraternity as evidence that PPC Ads now constitute an established part of the marketing mix. According to the UK’s Internet Advertising Bureau (IAB), search is now a significant advertising medium in its own right with the paid search market worth almost £2.15 billion in 2009 representing 60.7% of online advertising spend in the UK. PPC Ads make up the lion’s share of this market and some argue that its future growth will in part be fuelled by ATO becoming an ever more integral part of the writing of PPC Ads.