The key to powerful PPC performance is presenting the searcher with ads that most directly, relevantly, and credibly match his motivations for searching google.

The searcher has a problem or goal. Your ad is making him an offer. The more closely matched the offer — to the goal, the more likely the ad is to win the click.

That means the same product can be, and in fact SHOULD BE, represented dramatically differently in response to different search phrases. For example, if I asked you to pick the winning ad in this contest —

— the first thing you should do is ask, “what are the search phrases?” If the search was on “Media Player for FLV Files” you might expect Ad B to win.

But if the search term was on “Managing Media Files” you might expect Ad A to do better.


Searcher Intent. One searcher wants software that’ll be able to play a specific media file, while the other wants software to manage his media files. So even though it’s the same product/software, different abilities are emphasized through different ads.

And while I can’t provide you with the exact search queries in this column, I can say that the ad campaign was for a broad range of “Media Software” terms, and that, as you might guess, Ad A beat out Ad B. In fact, Ad A boosted Click-Through Rates by 134%

“Manage” and “All in one place” are powerful phrases to a person overwhelmed with media files. And “The only media player you’ll ever need” is equally powerful to someone confronted with un-playable media files. Which phrases work best depend on context.

Bottom Line: optimizing PPC Ads requires human-powered psychological tweaking and testing. And optimizing PPC Ads at scale requires large scale human-powered copywriting.

Do you have the kind of large-scale, human-powered ad writing on tap to optimize your PPC Campaigns?

Maybe we could help you with that…