10 unique ways to improve ad copy
TRANSCRIPT
#thinkppc&HOSTED BY:
10 Unique Ways To Improve Ad Copy
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Presenters
• Liam Milner– Group Account Director at Brainlabs Digital
– @Brainlabs
• Lauren Rosner– Senior Production Specialist at Hanapin Marketing– Blogger on PPC Hero
– @ppchero
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppca) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.
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Agenda
❏ Why writing ads is fun❏ Importance of testing❏ Unique ways to write ads❏ Account structure❏ Importance of testing, again❏ Live Q&A Time
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Ad Copy Writer Extraordinaire?
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Ad Copy Writer Extraordinaire?
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Have Educated, Researched Fun
Analyze
Test
Idea
Implement
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Follow the evidence
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Testing
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Using TaglinesThese are all examples of companies with established slogans using their ad space more
effectively to talk about selling points.
Would any of these ads be better if the company’s slogan was swapped in for part of the
existing ad copy?
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Prices In Headlines
When people are looking to buy, appeal
to that key factor: price.
Not applicable in every market - comfort, ease of use, speed etc. can be important factors.
Stand out obviously from the competition.
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Persona Ads
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Persona Ads
VS
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Display URLs
Trademarked terms: Toyota, Camry
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Mobile
Mobile should be no barrier to conversion - don’t be shy about a mobile-friendly site!
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Emotional Appeal
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Automated ad writingKeyword Build
Ad Copy Build
Using formulas in Excel, you can easily turn a new campaign build into targeted, relevant ad copy.
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Automated ad writing
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Extended HeadlinesSearch: Hotels in London
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Removal of sidebar ads
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Ad extensionsGoogle ads are still ads - the bigger the better!
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Ad Extension Examples
● Sitelinks● Callout extensions● Star ratings● Structured snippets● Review extensions● Consumer ratings● Location extensions● Call extensions
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Account Structure
Single keyword ad groups give you the control you need to ensure maximum ad relevancy and clean testing data
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Account Structure
SKAG
+22% CTRCut CPA in
Half
106% More Leads
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Testing
● DKI Headlines vs Non-DKI Headlines● Mobile-specific ad text vs all device ad text● Feature/benefit vs tagline● Questions vs statements● Shop now vs buy now● Total sale price vs % off● Call now vs contact us● CTA vs no CTA● Jargon vs layman’s terms
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Did you know?Hanapin offers full-time PPC
management services in everything from search and display to social and mobile!
http://www.hanapinmarketing.com/ppc-management/
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Brainlabs Digital Feedback: [email protected]