Tutorials Sidra

Write Solid Ad Copy with Ad History

The ad/keyword combinations tested by past and current advertisers reveal the biggest hits and misses they’ve had. It turns their work into a playbook that you can use toward higher ROI right off the bat.

When you put Ad History to work, easy-to-read patterns point you to higher-performing ad copy as well as the advertisers that believe in that keyword the most.

By having that information, you can take cues from the domains that have stronger track records on that term instead getting misled by another advertiser whose performance flopped.  Plus, you can find related terms from those same advertisers, giving you new ideas for converting ads you haven’t yet tried

Immediately, your ROI is stronger for two reasons:

  1. You invest in keywords from an authoritative source, stretching your budget beyond trial and error.
  2. You combine those keywords with tested ad copy that converts.

Now that you understand what you can accomplish, see for yourself how to get started.

Ad History at work

In this example, we’re looking at those who have advertised on the term “digital photography.”  The extended lines in the chart belong to the domains that have been in this game the longest—thephotographyinstitute.com and aionline.edu.

AdCopy_photog

Their history tells us that they have advertised on the keyword consistently month after month, but have not necessarily kept the same ads.  That’s an important distinction.  We’ll dive into that further.

Again, long history boosts their importance as a strong player to emulate.   It’s like how having a bigger sample size means improved accuracy.

Patterns mean ad changes

Notice the letter changes in the boxes? (B,C, D, etc.) These are different ad variations. It tracks the changes that the domain has been testing. In the example below, we can see where hovering over a variation (a box with a letter) shows you where it was used in the past.

I chose “O” because aionline.com ran version “M” for so long, tried 4 more versions, went to “M” again, and then switched to “O.”

AdCopy_variation_O

They chose “O” over all 16 other ad copy variations they’ve tried.

You can draw the conclusion that focusing on the “degree on your schedule” tested better than the “professional photographer” aspect. It’s a good takeaway if you’re writing copy for the same kind of audience. Instantly, you have a guide to what to promote.

 

Duplicate this easy exercise with related terms: photography classes, camera instruction, and how to take photos.

Now that you can determine the best ad copy for your own use, let’s see how your competitors will help you master keyword selection in SpyFu Kombat and Ad History.