10 unique ways to improve ad copy

#thinkppc&HOSTED BY:

10 Unique Ways To Improve Ad Copy

#thinkppc

Presenters

• Liam Milner– Group Account Director at Brainlabs Digital

– @Brainlabs

• Lauren Rosner– Senior Production Specialist at Hanapin Marketing– Blogger on PPC Hero

– @ppchero

#thinkppc

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

#thinkppc

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

#thinkppc

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.

#thinkppc

Agenda

❏ Why writing ads is fun❏ Importance of testing❏ Unique ways to write ads❏ Account structure❏ Importance of testing, again❏ Live Q&A Time

#thinkppc

Ad Copy Writer Extraordinaire?

#thinkppc

Ad Copy Writer Extraordinaire?

#thinkppc

Have Educated, Researched Fun

Analyze

Test

Idea

Implement

#thinkppc

Follow the evidence

#thinkppc

Testing

#thinkppc

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?

#thinkppc

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.

#thinkppc

Persona Ads

#thinkppc

Persona Ads

VS

#thinkppc

Display URLs

Trademarked terms: Toyota, Camry

#thinkppc

Mobile

Mobile should be no barrier to conversion - don’t be shy about a mobile-friendly site!

#thinkppc

Emotional Appeal

#thinkppc

Automated ad writingKeyword Build

Ad Copy Build

Using formulas in Excel, you can easily turn a new campaign build into targeted, relevant ad copy.

#thinkppc

Automated ad writing

#thinkppc

Extended HeadlinesSearch: Hotels in London

#thinkppc

Removal of sidebar ads

#thinkppc

Ad extensionsGoogle ads are still ads - the bigger the better!

#thinkppc

Ad Extension Examples

● Sitelinks● Callout extensions● Star ratings● Structured snippets● Review extensions● Consumer ratings● Location extensions● Call extensions

#thinkppc

Account Structure

Single keyword ad groups give you the control you need to ensure maximum ad relevancy and clean testing data

#thinkppc

Account Structure

SKAG

+22% CTRCut CPA in

Half

106% More Leads

#thinkppc

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

#thinkppc

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/

#thinkppc

Live Q&A Time!

#thinkppc

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Brainlabs Digital Feedback: hello@brainlabsdigital.com