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Mike Isaac

Dead Ad Copies Society: Finding Low Performing Ads

Mike Isaac
Dead Ad Copies Society: Finding Low Performing Ads

Being an SEMrush user, you have most likely already discovered the Ads Copies report. For those of you who do not know, the Ads Copy Report provides the  actual ads that are displayed for a given domain or keyword. This can help you when you are going through the evaluation process for a competitor or a potential keyword.

By reviewing this information you can see what your competitor is doing in order to rank for a particular keyword or you can see what other domains are doing to rank for a particular keyword you are targeting in your SEO efforts. This should inspire you to do your own research through ad copy and seize the right keywords with your SEO strategy.

No, that was not as inspirational as Robin Williams, but my corny analogy will do for this post.

Domain Ad Copy

If you navigate to the Ad Copies section under Advertising Research, you will find the ad copy used by the searched domain. You can see what they use in their titles, the description used to reel in their audience, along with what keywords are associated with the given ad. Clearly, ads that have the most keywords associated with it are going to be their most successful advertisements.

This will tell you what keywords and ads are working the best for the queried domain. If this is your competitor, take a close look. As Professor Keating said, "No matter what anybody tells you, words and ideas can change the world.”

The words being used by your competitor are contributing to their SEO and what they are ranking for. The ideas being used in their descriptions contribute to their Quality Score. These two intertwine to help you determine where you are ranking for certain keywords. The Ad Copy must be relevant to the keyword associated with it or it will not rank well. When you review what keywords are being used by your competitor, you can determine what are their best performing keywords and what description they are using in order to entice their target audience to click their ads, and ultimately be redirected to their website.

Another great feature of the Ads Copies report is that it allows you to see what is not performing well for your competitor. By sorting your data seen by keywords ascending, this well reveal the ads that are not performing well for your competitor. lenscrafters com - Ads Copies

When you see ads that only have one or two keywords  associated with it, this means that the competitor does not have enough faith in this particular Ad Copy to assign more keywords to be associated with it. It would not make sense for a competitor to keep allocating money to a particular ad if it is not performing well.

By reviewing this data, this reveals where your competitor is struggling and provides you with an opportunity to outperform them. Do these keywords pertain to your brand? If so, review what they have done in their titles and description, create better quality and outperform them.

Keyword Ad Copy

Now you may be looking at a potential keyword and wonder how you are able to see what others are doing so that you can properly rank.

The best thing to do would be to navigate to the Keyword Overview report. Once you have entered your keyword, you will see the data we have for the keyword. By scrolling down this report, you will notice an Ads Copy section. This will show you who is ranking for this keyword in AdWords and what they are entering in their ad copy to attract an audience.

You can export this valuable data by choosing the button in the bottom left of this report. You can then analyze these ad copies and see what people have used to rank for your target keyword. Closely analyze what these competitors are doing in their ads. You can apply the same concepts they have implemented into your own ad copy to attain a higher quality, and hopefully, a higher ranking.

Review the information in this post and apply it to your research within SEMrush. You will want to keep this in mind when you are reviewing what your competitors are doing as well as what keywords you may want to target. These reports will assist you in successfully edging out your competitors and have them addressing you as “Oh Captain, My Captain.”

If you still have questions about any of this information, please feel free to reach out to our Customer Success Team at: (855) 814-4510 or by email at mail@semrush.com. You can also contact us on Twitter by using the #semrushcare hashtag.

Mike Isaac is the Customer Success Content Manager at SEMrush. He has been working at SEMrush for over a year and is constantly pushing out new content to keep users engaged. Feel free to connect with him on LinkedIn or follow him on Twitter.

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