Sergey Rusak's blog

How to Create a Winner Description for Your AdWords Text Ads

Take a look at your text ads and tell me if they are designed to sell. Do you have a well-written ad description, a strong offer and a compelling call to action? Many PPC managers create their text ads to match the title with the query and bring people to the right landing page. And that’s a great starting point, but is it enough?In many instances when we look at ads, we see the same generic or simple text written in the ad descriptions.

Over the last few years we’ve changed the ad descriptions for hundreds of ads and we’ve seen a dramatic improvement in click-through rates, even when the ads were at the bottom of the search results.When people search for a product or a service, they can see up to three ads at the top and eight ads at the side, together with the organic results and s... > Read more

April 18, 2014     |   Written by: Sergey Rusak   |   Posted In: AdWords Tips   |   Comments: 6

Help, Viral Searches Killed My PPC! 5 Tips for Detecting Unrelated Search Queries Early

In the past, Erin covered how celebrity-related keywords can screw up your traffic: Help, My Search Query Report Has Bieber Fever! Now I would like to talk about new queries which can appear instantly because of new viral content and interfere with your existing PPC campaigns.Last year, a Denham Springs woman set up a “middle finger” made of Christmas lights on her roof to upset neighbors.

(NSFW?!) Of course the media attention as well as the offensive Christmas lights disappointed some residents in Denham Springs, but companies who sell Christmas lights and run PPC campaigns on Google and Bing were furious about unrelated queries popping up during the busiest time of the year.Those advertisers who worked hard on their negative keywords weren’t able to predict a query like “middle ... > Read more

April 23, 2013     |   Written by: Sergey Rusak   |   Posted In: Paid Search Marketing   |   Comments: 5

AdWords' Trick to Click Policy: Can You Use the Words 'Click Here' in Display Ads?

Recently I had a heated argument with one of our clients about using the word “click” in Google AdWords display banner ads. There are many questions about inappropriate language on Google AdWords, especially for banner or flash ads. Most advertisers take unnecessary precautions because they are worried that the design will be disapproved by the Google Policy Team.

Google prohibits advertisers from using the word “click” or “click here” as a call to action in text ads, which is clearly stated on the Google Policy Page under “Inappropriate language”:The words “click” or “click here” could be easily replaced in these text ads by the words follow, see, check, find etc.However, as a Paid Search Strategist at WordStream, I receive a lot of questions when it comes to a ban... > Read more

March 20, 2013     |   Written by: Sergey Rusak   |   Posted In: AdWords Tips   |   Comments: 5

4 Common Mistakes Advertisers Make When Transferring AdWords Accounts to Bing

Are you the one who transferred an entire Google AdWords account into Bing Ads? But do you actually manage your new Bing account? It’s now easy to copy an account from Google to Bing, but that doesn’t mean that your account will be performing the same in the Bing sponsored results.Bing Ads is a completely different system with its own set of rules, and it is doesn’t matter how thoroughly you work inside your Google AdWords account – that won’t necessarily help you in Bing.

As a Paid Search Specialist at WordStream, I work with many accounts and I hear all the time: “Do your work on AdWords and we’ll move it to Bing when you’re all done.” Yes, that is easy but it is not the right approach to utilize the different networks. When I actually log in to Bing accounts I can see m... > Read more

February 14, 2013     |   Written by: Sergey Rusak   |   Posted In: AdWords Tips   |   Comments: 4
 
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