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Ad text optimization
Ad text optimization (ATO) is the process of improving the performance of a text Pay Per Click (PPC) Advertisement on search engines by improving its Click Through Rate (CTR) performance both in terms of volume and quality of response, that is “more buyers, less browsers”. ATO is an element of Search engine optimization, where the subject is discussed in greater detail.
According to Search Engine Journal, “AdWords text ads are small and in some ways unassuming – when you think about testing landing pages it’s obvious that there are elements that could make a big impact, but it’s sometimes less intuitive that ad text tests can and often do have an equally big impact on results.〔Search Engine Journal -
Ad Text Optimization – What to Test (and When)? Dec 2010〕”
==Work method==
PPC Ads are triggered to appear on search engine pages when Users search with keywords which match those selected by the PPC Advertiser. When PPC Ads are clicked on they take the User through to a designated page on the advertiser’s website and a fee is paid to the search engine for the click. At the heart of Ad Text Optimization (ATO) lies a specialist type of direct response copywriting which can be augmented by an Ad Text Optimization (ATO) algorithm that measures the response effectiveness of Ad Text copy. For Users the benefit of ATO is to make PPC Ads more relevant to their searches. For advertisers ATO is delivers more clicks, leading to more sales and increased Return On Investment (ROI), and search engines benefit by offering their user customers more efficient search experiences.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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