IPA Search Certificate Learning Path 7 Ad Copy Strategies

Assignment 7-1 Evaluating current ad copy - exercise Introduction

Understanding both how users behave and what resulting ad copy appeals is the key to click through and subsequent sales generation. Theres a lot to be learnt (both good and bad!) from current practice and this exercise will quickly fine tune your skills and ensure your ad copy is as successful as possible.

Instructions for completing the exercise

There are 5 examples in total and for each you will be asked to enter the search terms given into Google (using your relevant browser). Then using the landing page generated as reference, observe the techniques used and log which ones you find using the checklist provided for each example. Finally, for each example record three key learning take-aways that you will integrate into your own ad copy practice.

IPA Search Certificate LP7 Ad Copy Strategies ASM1

IPA 2010

Search Term 1 :

Flights Ad Copy practice Observed? Y/N

Headline reflects nature of search query

Yes No

Domain extension reflects nature of search query

Yes No

Contains a clear call to action

Yes No
Yes No

Contains seasonal messaging

Includes special offers, no. of available flights, price points, or any awards

Yes No

Search Term 2 :

Flights to australia Ad Copy practice Observed? Y/N

Headline reflects nature of search query

Yes No
Yes No

Domain extension reflects nature of search query

Contains a clear call to action

Yes No
Yes No
Yes No

Contains seasonal messaging

Includes special offers, no. of available flights, price points, or any awards

IPA Search Certificate LP7 Ad Copy Strategies ASM1

IPA 2010

Search Term 3 :

Cheap flights to sydney Ad Copy practice Observed? Y/N

Headline reflects nature of search query

Yes No Yes No

Domain extension reflects nature of search query

Contains a clear call to action

Yes No

Contains seasonal messaging

Yes No
Yes No

Includes special offers, no. of available flights, price points, or any awards

Search Term 4 :

Business class flights to Australia Ad Copy practice Observed? Y/N

Headline reflects nature of search query

Yes No

Domain extension reflects nature of search query

Yes No
Yes No

Contains a clear call to action

Contains seasonal messaging

Yes No
Yes No

Includes special offers, no. of available flights, price points, or any awards

IPA Search Certificate LP7 Ad Copy Strategies ASM1

IPA 2010

Search Term 5 :

5 star hotels in sydney Ad Copy practice Observed? Y/N

Headline reflects nature of search query

Yes No
Yes No

Domain extension reflects nature of search query

Contains a clear call to action

Yes No

Contains seasonal messaging

Yes No
Yes No

Includes special offers, no. of available flights, price points, or any awards

Your 3 key learning take-aways

Action date

IPA Search Certificate LP7 Ad Copy Strategies ASM1

IPA 2010