Search Insider Summit

Ad Copy: The Third Pillar of Search

Search Insider Summit PresentationBOOSTCTR™ 2012

Ad creative matters

Introducing the Third Pillar

Keywords

Bids Ads

10,000Added

100,000Changed

50Written

The Problem

• Lack of a Proven Methodology

• Lack of Creative Resources

• Insular Perspective

The Solution: Humans & Machines

Diversity of perspectivesfrom seasoned writers

Scale V.S.

The Solution: Humans

Competition Gamesmanship

Motivation

Where to Optimize

Ad Management

The Solution: Software

Brand Campaigns

Head Campaigns

Promotional

Competitive Split Testing

Work Flow

Ad Contribution Per ImpressionACPI

CTR CR RPICPC CPA …

𝑃𝑟𝑜𝑓𝑖𝑡−𝑀𝑒𝑑𝑖𝑎𝑆𝑝𝑒𝑛𝑑𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠𝑆𝑒𝑟𝑣𝑒𝑑

CTRCR

RPI

CPCCPA

•Comprehensive Metric• True Measure of Ad Copy Performance•Reflects improvements on:•Grabbing Searchers• Capturing More Converting Searchers•Utilizing Media Spend Efficiently

CRCPC CPACTR RPI …CRCPC CPACTR RPI

…

Browse Certificate Papers[----].comHuge selection of Certificate Papers. Free Shipping On All Orders!

Buy Certificate Papers[-----].comCreate custom certificates using premium papers. Hundreds of Styles!

Examples of Human Insight in PPC Ads

+15% ACPI

+37% ACPI

Certificates They Deserve[-----].com/CertificatesForHeroesImagine Their Faces When you Hand Them Their Personalized Certificate

The Solution: HumansExamples of Human Insight in PPC AdsExample – Top Keyword: Certificate Papers

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Car Rental Deals[----].comCompare Low Rates From Top Brands. Book a Car Rental Deal.

Shop Car Rental Deals[-----].com/CarRentalDealsCompare 100s of Cars For No Fee.Save on Car Rentals In One Search.

+7% ACPI

+62% ACPI

Cheap Car Rentals[-----].com/RentalCarsDon’t Overpay For Your Car Rental. Compare 100s of Car Rental Rates.

The Solution: HumansExamples of Human Insight in PPC AdsExample – Top Keyword: Car Rental Deals

Concluding Video

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Thank You