oh let’s talk about headlines in general cool so you’ve probably written thousands of headlines in your life what’s how do you start writing ad lining wolf what’s the strategy here you’re sending Bing ads to a landing page and then to an affiliate offer to your own offer or what well it could be either okay so most people are affiliate marketers so let’s assume okay their site – they just clicked on an ad yeah and now they’re on a landing page so same thing you just said earlier you definitely want to keep it congruent to what they just clicked on okay that’s definitely like landing page rule number one is that I saw this really interesting study the other day that describes people’s browsing behavior online as a hub and people go out looking for certain answers by clicking through different links and they there’s a hub that they start on so it’d be like Facebook or Google or in this case Bing and then they branch out from there looking for you know what was that say free tactical pen yeah so they would click on that ad and it was sort of lead them towards a promise of a free pen but if at any point in that journey from the ad to the landing page to the offer if at any point they get the feeling that they’re not on the right track then bail and leave the page and go back to the place they started which would be Bing and we keep doing that repeatedly till they get what they’re looking for so the first thing you got to do on a landing page is really make it obvious that they’re on the right track to get what they’re looking for so they click to get a pen free my free tactical pen that’s got to be really obvious in the headline that you’re promising them a free tactical pen and here now the details and bullet points of what it is not the sexiest copywriting but a lot of people get too into their copy and writing headlines and they forget just to remind the person hey you’re in the right place yeah so yes step one is just to call out in whatever whatever they clicked on just keep that same copy so that they know that they’re on the right track and they’ll keep reading and keep going because if at any point they feel like they’re not they’ll bail and you just leave the page that’s awesome because that’s literally what the search engines want though that’s what being in Google reward if someone clicks that’s that’s exactly what you’re supposed to have they want somebody to click on an ad that is exactly what they search for basically and then when they land on the page it should be exactly what they’re looking for right and the search engines can tell because they they can track the whole process so they know when that person clicks what they end up doing and they actually measure how long they stay on the page right so that’s their measurement of success or how many actions they take on the next page right so if someone comes to this page and they immediately leave that’s called a bounce and so if the bounce rate is too high that will lower your quality score in the ads so what you’re saying that’s like good technique good copy is also what exactly what Bing rewards with quality score so they want you as an advertiser to do exactly what you just said yes so that’s a good just real simple fundamental concept to keep in mind and it should make writing the copy for this stuff easier right because you started with a keyword you made an ad based on the keyword same concept with the headline on the landing page mm-hmm it’s all congruent to the intention of the person that’s searching for whatever you know the pen or whatever it is they’re searching for