Elizabeth Marsten // Jul 28 2008
Not everyone has the ability to work with Yahoo and receive the occasional free optimization help from their “experts.” If you do, carefully review the ads that come back. Several times, I sent in existing ad groups for help with ad optimization (who knows what will get a better quality index score than the search engine itself, right?) or requested help to build a new ad group to save time, only to have to tear down the ads returned.
It wasn’t that the PPC advertisements were unrelated or made no sense, but they were still wrong in that the language seemed strangely off or the punctuation and grammar was askew. So we asked, what was the deal? These ads seem like they were written by someone where English is not their first language.
For the purposes of this example, the client’s name is Baby Music, which offers music classes for babies.
Example ad #1
Client’s name was spelled incorrectly and grammatically incorrect:
“Music Classes for Toddlers: Interactive music classes for toddlers. Try Baby Music for a free.”
Someone please tell me what “for a free” is.
Example ad #2
“Baby Music: Interactive music classes for kids. Try Baby Music’s for free.”
Baby Music apparently owns free.
Example ad #3
Awkward wording and use of “curricula” instead of a simpler, more friendly to the audience term like “program” or “classes.”
“Preschool Music Classes: Our curricula ensures that your kids & you have a great time together.”
Sure enough, when we asked, the Yahoo representative told us the ads were written in India. If you’re going to optimize an English ad for a site and search engine in the USA, shouldn’t that ad follow the language, tone, culture and population of the country being advertised to?
I’ve also Google and MSN conduct optimizations. In both cases I spoke directly with the people doing the work and received a slew of usable, as-is ads. In some cases, these ads did better than ads I created myself and often employed best practice techniques that are not part of mainstream pay per click knowledge. I interpret the entire point of enlisting search engines’ ad optimization programs to be optimizing ads.
Apparently this is not the case with Yahoo. It might be free, but from the quality I have seen returned, you’re much better off writing your own PPC ads, which is also free. In fact, I encourage it.
Elizabeth supervises the overall search division at Portent, which includes PPC, SEO and Social Media. Check out her modest brag link bundle if you really want to know more: http://bitly.com/bundles/ebkendo/5 She has also written ebooks, is a regular on the Portent blog and speaks on PPC across the USA at various conferences. Read More