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Behavioural Economics clicks for Google AdWords says new study

New independent research shows that when Behavioural Economics based copywriting is applied to ads appearing on Google AdWords, significant increases in response are recorded. The highest result in the study improved performance by 32% and the average increase in response was 13%....

June 7, 2016

The DMA are boldly going where no one has gone before, discussing Direct Response Copywriting in Google AdWords

The UK's Direct Marketing Association (DMA) feature our most recent article... http://www.dma.org.uk/ATO-AdWords...

July 13, 2015

How paid search (Google AdWords) can help copywriters click with copywriting

Copywriting found an unlikely hero recently in Google's Head of Design, Patrick Collister. I say unlikely because Google isn't normally associated with good copywriting. In fact, Google generally isn't associated with any kind of professional copywriting whatsoever. But perhaps that needs to change - and fast....

May 12, 2015

How optimizing ad text copywriting could recoup millions in lost revenue for UK charity advertisers using Google AdWords

Our new white paper, produced together with Nonprofit Marketing & Fundraising Consultancy Strategy Refresh, shows that charities advertising on Google AdWords are wasting the opportunity to recoup millions of pounds by failing to optimize their ad text to exploit Google's Quality Score based reward system....

February 2, 2015

Global hotel brands overspending by $millions on Google AdWords

Our new white paper shows that international hotel brands advertising on Google AdWords could be recouping millions of dollars by optimizing their ad text to exploit Google's Quality Score based reward system....

January 15, 2015

Google AdWords ad text measurement enters the digital age

How do you measure the effectiveness of ad text? It's a vital question given that AdWords rewards more effective ads with higher Quality Scores, which in turn lower bid prices and earn more prominent positions. The standard method to date has been A/B copy testing. But measuring poorly written ad text against poorly written ad text isn't going to tell us very much. It's little more than a step up from inspired guesswork, which is hardly an ideal solution for the digital age. The latest deve...

January 13, 2015

MC&C Partners with The ATO Co

We are very pleased that MC&C, the specialist direct response media agency that handles both UK and global clients, has teamed up with The ATO Co and our network of 300 AdWords copywriters operating in 80 countries around the world. Read the agency's blog, which explains how this initiative helps build their "growth agency" positioning in PPC… http://tinyurl.com/MCC-ATO-PPC ...

November 20, 2014

Official: Google AdWords is an important branding medium

It’s something we’ve always known but now Google have proved it. Google teamed up with Ipsos MediaCT and did over 60 search experiments to establish if there was a direct link between paid search (AdWords) advertising and branding.  Users were given keywords to search on, and one group were shown a regular search engine results page, while the other group were shown a specially created results page where the brand appeared in the top search position.  Then they were asked...

June 30, 2014

The write stuff in AdWords copywriting

Derek Bentley and an accomplice were breaking into a warehouse when they were caught by the police. Bentley’s accomplice was holding a gun. When one of the policemen told him to hand it over, Bentley said, “Let him have it.” His accomplice subsequently shot and killed the policeman and Bentley was tried for his role in the “murder” and hung. But what did Bentley mean when he said the words – “let him have it” - to kill the cop or surrender the firearm?Four little words but a...

May 8, 2014

Heads or tails? How to win whichever way with AdWords

There are two sides to the AdWords coin – bid management and copywriting. To date, the way AdWords has developed, the majority of the effort has gone into bid management and associated elements such as keyword selection. And it’s got AdWords optimization about as far as it can go with the tools currently available. So more and more clients are now turning their attention to the other side of the AdWords coin, copywriting....

April 11, 2014

Google clicks with copywriting at last

(http://doubleclickadvertisers.blogspot.co.uk/2014/02/doubleclick-search-teams-with-boost.html) This is good news for advertisers, especially international brands who are also the big spenders. It will also prove to be good news for the medium. It’s easy to forget that AdWords is little more than 13 years old, it seems like it’s been with us for a lot longer. But when you think about it, AdWords is barely out of short trousers, and like all youngsters - even very big boys - it contin...

March 27, 2014

A Client’s Guide – how to approve a Google AdWords ad text

Just because a Google AdWords ad text is only a few lines, this doesn’t mean that writing an effective ad is easy. Far from it, it’s the opposite that’s true. An AdWords ad text has to be incredibly precise, contain the most relevant information and communicate clearly and effectively in just a few words. It also has to compete against up to twenty other competitors on a search page all saying something very similar and all trying to win the same click. Now, that’s a tough copywritin...

March 17, 2014

Let’s kill the Google AdWords call to action

Grrrrrreeeeccchhhhhh! No that wasn’t the world grinding to a halt on its axis, it’s still gently turning. I just don’t think anyone has really thought this one through. The received wisdom is that Google AdWords is a direct response advertising medium and all direct response advertising works better with a strong call to action. True. But this ignores what makes Google AdWords unique. ...

November 4, 2013

Two heads are better than one – but not in paid search it seems

In a blog entitled, Artist vs. Scientist: Marketing Best Practices for the Modern Marketer, the blogger makes the point that modern marketing requires two very different mindsets. To quote the blog, “The Artist has content, visual assets, social media and email marketing in their toolkit, while the Scientist relies on performance tracking, operations, analytics, and campaign dashboards to ensure they’re making the best decisions.” But what makes the blog interesting is the way they h...

October 28, 2013

How an AdWords ad killed a great campaign

Michael Lee’s blog – “In A World Of 140 Characters, Great branding Can Give A Brand Its Voice” http://tinyurl.com/140-characters-blog - celebrates the resurgent role of copywriting. He cites examples from the recent Cannes festival, including work for Chrysler, Levis, Puma and Dodge, amongst others. They are all long form commercials, or virals. Each one is a beautifully crafted piece of work with an emotional truth at its heart. I found the commercial for Dodge the most moving. ...

October 22, 2013

A bazaar approach to Google AdWords Bazaar may not be so bizarre…

What has paid search got in common with the old bazaar in Istanbul? Quite a lot actually. They are both vast, sprawling, labyrinthine marketplaces, the main difference being that one is online and the other isn’t. They organise themselves along similar lines. Say you want a lamp. A search results page lists all the lamp makers in one place. Similarly, the bazaar has the street of a thousand lamp makers. Google has AdWords ads that take you through to the website. The bazaar has street ...

October 11, 2013

Good Quality Scores are proven to dramatically reduce AdWords bid costs, but aren’t we missing something here?

There’s a lot of talk about better Quality scores reducing advertisers AdWords costs (http://www.wordstream.com/blog/ws/2013/03/26/google-quality-score). As the chart below shows (courtesy of ClickEquations Inc.), QS changes produce either a significant saving - or cost – depending on in which direction it’s heading....

September 30, 2013

Econsultancy debate copywriting in digital

www.econsultancy.com/powerful-verbs The art of creativity is starting to play a greater role in AdWords. But we have to be careful as AdWords is a unique medium, where usually the audience is actively searching for what is being promoted and so a different kind of "sell" is required compared to what is required in a more passive medium. This impacts on word selection but this is a challenge understood by professional, seasoned, copywriters....

September 16, 2013

Comparison sites get a kicking, not a clicking

The newspapers are full of stories reporting that the boss of the Financial Conduct Authority has damned insurance and other companies for manipulating search results on aggregator sites. “I’m very wary of comparison sites,” he’s reported to have said giving evidence to Parliament yesterday, “because they are all gamed…”. Consumer campaigners have also expressed concerns that companies are able to manipulate their positions on comparison sites. Which magazine recently found a...

September 11, 2013

Words and pictures on Google AdWords

I read recently a blog about Google AdWords introducing image extensions. Full article here: http://realbusiness.co.uk/article/23328-adwords-image-extensions-augmenting-sales-and-branding Basically it said that Image extensions are on the way in Google AdWords, indeed they are in Beta now. Very shortly, it would seem, many top ranking AdWords ads will be accompanied by 3 images at the top of a search results page. “Triffic,” you can hear AdWords advertisers say as they rub their han...

September 4, 2013

Campaign magazine features our new Chairman

We are delighted that Phil Andrews has joined The ATO Co as Chairman....

July 19, 2013

Writing PPC ads – it can be a dog’s life

Last week a chum of mine sat his ten year old son on his knee, and himself at the computer.  It was his son’s birthday and he’d promised to make his dream come true and buy him a puppy.  He logged onto Google and typed “Buy a dog” into the search bar.  Above was a selection of the ads that flashed up....

June 22, 2013

Google’s Art, Copy, Code conundrum

David Ogilvy, Bill Bernbach, Maurice Saatchi? Nope, Val Harian – and that’s right we hadn’t heard of him either. Val Harian is Google’s Chief Economist and he was talking about AdWords way back when. Now Google are talking about their new experiment, “Art, Copy & Code” and reimagining advertising in the digitally connected world. As you might expect, paid search is part of their exciting new experiment too. Anything and everything can be more creative in the new digital land...

March 26, 2013

What value is testing junk V junk?

Testing bad copy against bad copy will only tell you which piece of bad copy is better than the other, or should that read less bad.  Confusing, isn’t it.  But whichever way you look at it the phrase rearranging the deck chairs on the Titanic springs to mind. Another phrase that leaps to mind concerns monkeys sitting at typewriters and eventually one of them knocking out the complete works of Shakespeare.  Yes, it’s possible, hypothetically, but it relies on astronomi...

March 21, 2013

Story-telling and Google Adwords

Speaking at Yahoo’s Provoke Summit last week (8 November) as part of Internet Week in London, Andrew Cracknell, former Creative Director and author of The Real Mad Men said, “cleverness of the web” is distracting from the art of storytelling, making advertisers forgot they are in the business of selling products. Google Adwords is a prime example of this. With its clever technology advertisers select the keywords their potential customers will be using to search for their prod...

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