the art and science of ad copy testing

#BingAdsWebcast

The Art and Science of

Ad Copy Testing

A creative and analytical framework for optimum ad copy performance

#BingAdsWebcast

#BingAdsWebcast

MJ DePalma

SEM Pro Community Manager

Bing Ads, Microsoft

@mjdepalma

Frances Donegan-Ryan

SEM Pro Marketing Manager

Bing Ads, Microsoft

@francesdr

#BingAdsWebcast

#BingAdsWebcast

Erin Sagin

PPC Evangelist and Community

Manager, WordStream

@erinsagin

Luke Alley

Director of PPC

Avalaunch Media

@LukeAlley

#BingAdsWebcast

Purna Virji

Sr. Bing Ads Training Manager

Bing Ads, Microsoft

@purnavirji

#BingAdsWebcast

Purna Virji from Bing Ads’

Strategic framework for ad copy production

Ad Copy strategy mapped to the “Probability Conversion Formula”

Erin Sagin from WordStream’s deep dives into her top 3 Tips

Luke Alley from Avalanche Media’s top 2 Tips and his list of 26 ideas to jump start your testing

Here’s what

you’ll learn:

#BingAdsWebcast

@purnavirji | | #BingAdsWebcast

Purna VirjiSr. Bing Ads Training Manager

#bingadswebcast#BingAdsWebcast

Question

#bingadswebcast

#BingAdsWebcast

The answers lie within

#BingAdsWebcast

The answers lie within#bingadswebcast

#BingAdsWebcast

Malcolm Gladwell

#BingAdsWebcast

Malcolm GladwellJournalist, writer, speakerAwesome hair

#BingAdsWebcast

Howard MoskowitzMarket Researcher, Psychophysicist

#BingAdsWebcast

Make me a star!

#BingAdsWebcast

#BingAdsWebcast

sauces tested45

#BingAdsWebcast

What people want might be something we haven’t even thought of.

#BingAdsWebcast

#BingAdsWebcast#BingAdsConnect | #AskBingAds

SpicyPlain Extra chunky

#BingAdsWebcast

Extra chunky

The $600 million star, tried and tested

#BingAdsWebcast

The $600 million star, tried and tested

How does this apply

to PPC ad copy?

#bingadswebcast

#BingAdsWebcast

We can influence our search audience with smart, effective ad copy.

- @purnavirji

#bingadswebcast

#BingAdsWebcast

How to tap into the psychology of decision-making

#bingadswebcast

#BingAdsWebcast

1. Think like a lizard

22

#BingAdsWebcast

The reptilian

brain that is

#BingAdsWebcast

The "Human"

The "Mammalian"

The "Reptilian"

#BingAdsWebcast

Pain

Fear

Emotion

Ego

Contrast

#BingAdsConnect | #AskBingAds

#BingAdsWebcast

#BingAdsWebcast

Calories per

transaction

6%

#BingAdsWebcast

Store revenue

3%

#BingAdsWebcast

Store revenue

3%

Pain

Fear

Emotion

Ego

Contrast

#BingAdsWebcast

#BingAdsWebcast

Apply the five principles

Pain Emotion Fear Ego Contrast

#BingAdsWebcast

Pain

#BingAdsWebcast

“Struggle to stay awake, focus at your

job? Try….” Pain

#BingAdsWebcast

Think about the pain points of

your customers and use that to

your advantage.

Pain

#BingAdsWebcast

Emotion

#BingAdsWebcast

Credit: Margot DaCunha, Wistia

@chappymargot

Emotion

#BingAdsWebcast 40

Think about what moves

your customer and use that

to build a connection.

Emotion

#BingAdsWebcast 41

Fear

#BingAdsWebcast 42

Just Do It. (FOMO)

Fear

#BingAdsWebcast 43

The World on Time (FOMiD)

Just Do It. (FOMO)

Fear

#BingAdsWebcast 44

Because I’m Worth It (FOTMA)

The World on Time (FOMiD)

Just Do It. (FOMO)

Fear

#BingAdsWebcast 45

Fear

#BingAdsWebcast 46

Fear

#BingAdsWebcast 47

Think of what customers fear

or what they could miss out on

without your product.

Fear

#BingAdsWebcast 48

Ego

#BingAdsWebcast 49

“Only good parents bring their kids

to Disney.”Ego

#BingAdsWebcast 50

“Only good parents bring their kids

to Disney.”Ego

#BingAdsWebcast 51

Ego

#BingAdsWebcast 52

Ego

#BingAdsWebcast 53

Focus on the WIIFM.

Remember “You” not “Me”.

Ego

#BingAdsWebcast 54

Contrast

#BingAdsWebcast 55

VS.

Contrast

#BingAdsWebcast 56

VS.

Contrast

#BingAdsWebcast 57

#BingAdsWebcast 58

Contrast

#BingAdsWebcast 59

Contrast

#BingAdsWebcast 60

Compare two or more brands

or products to highlight what

makes your product so good.

Contrast

#BingAdsWebcast

Pretty cool, right?

#BingAdsWebcast

2. Test the framing effect

#BingAdsWebcast

1. 10% off or Free Shipping?

Ideas

#BingAdsWebcast


2. Lifetime Warranty or Free Service for Life?

Ideas

#BingAdsWebcast


2. Lifetime Warranty or Free Service for Life?

3. Save Big or Big Savings?

Ideas

#BingAdsWebcast

Give yourself more characters to shine.

Make your URLs werk!

#BingAdsWebcast

Title

Description

CTA

URL

Test framing

#BingAdsWebcast

3. Test lively verbs

#BingAdsWebcast69

#BingAdsWebcast

Contacted Hit Bumped Collided Smashed

Sp

eed

, in

MPH

Word choice leads to higher perceived speed

31

34

3839

41

Word choices lead to higher perceived speed

#BingAdsWebcast

e.g.

Rock these Cowboy Boots at <Storename>

#BingAdsWebcast

4. Apply science

#BingAdsWebcast

®

Probability of conversion

Clarity of the value proposition (why)

Friction ofelements of process

Motivation of the user (when)

Incentive to take action

Anxiety about entering

information

C = 4m + 3v + 2( i-f) -2a

Credit: Marketing Experiments

#BingAdsWebcast

Focus Tactics Messaging

Value Prop

#BingAdsWebcast


Value Prop

Quality

Low price

Selection

High Quality, Durable, Best Selling

Low Price Guarantee, Starting at

$10, Bargain, Wholesale Pricing

Over 5,000 items, Huge Selection

#BingAdsWebcast


Incentive

#BingAdsWebcast


Incentive

Discount

Freebie

Free shipping

Up to 50% off, Save Extra 25%

Free Whitepaper, Buy One

Get One

Free Shipping, Free Overnight

#BingAdsWebcast


Friction

#BingAdsWebcast


Friction

Quick turnaround

Return policy

Ease of use

Ships Within 1 Day,

Inventory Available

Free returns, 30 day

returns, no hassle

Within Minutes, Quick &

Easy, 3 Steps

#BingAdsWebcast


Anxiety

#BingAdsWebcast


Anxiety

Credibility

No hidden

fees

Time limit

Since 1984, As Seen on TV, NY Times

No Booking Fees, One-time, No Minimum

Ends by Date, Limited Time

Highlight loss

vs. gainMissing Out, Don’t, Why

#BingAdsWebcast

Let’s see this

in action.

#BingAdsWebcast

Ad copy test #1

Bing Search Advertising®

Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.

Advertising.Microsoft.com

6.07%

$300 Of Free Ads on Bing®

Avoid Missing Another New Customer

Free Ads on Bing® & Yahoo! SearchAdvertising.Microsoft.com

6.75%




6.17%

#BingAdsWebcast

6.17%

Ad copy test #2

2.68%

6.75%

Online Advertising

Reach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo!

Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.



Bing® Online Advertising




Online Advertising

Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.


2.63%

#BingAdsWebcast

5. Turn Brainstorming into a Science

#BingAdsWebcast

Three step process

Build foundation

#BingAdsWebcast

Three step process

Build foundation Go crazy

#BingAdsWebcast

Three step process

Build foundation Create adsGo crazy

#BingAdsWebcast

1. Build the foundation

Need: Voice of the Customer

#BingAdsWebcast

1. Build the foundation

Need: Competitive Intelligence

#BingAdsWebcast


Value Prop Quality

Low price

Selection

High Quality, Durable, Best Selling

Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing

Over 5,000 items, Huge Selection

Anxiety Credibility

No hidden fees

Time limit

Highlight loss vs. gain

Since 1984, As Seen on TV, NY Times

No Booking Fees, One-time, No Minimum

Ends by Date, Limited Time

Missing Out, Don’t, Why

Friction Quick turnaround

Return policy

Ease of use

Ships Within 1 Day, Inventory Available

Free returns, 30 day returns, no hassle

Within Minutes, Quick & Easy, 3 Steps

Incentive Discount

Freebie

Free shipping

Up to 50% off, Save Extra 25%

Free Whitepaper, Buy One Get One

Free Shipping, Free Overnight

#BingAdsWebcast

2. Go Crazy

Step Away from the Excel!

#BingAdsWebcast

2. Go Crazy

Write it out, without worrying about word count.

#BingAdsWebcast

3. Create final ads

Only work to refine at the end.

#BingAdsWebcast

3. Create final ads

Don’t forget extensions!

#BingAdsWebcast

Want to try it out?

#BingAdsWebcast

http://aka.ms/BingACWorkbook

#BingAdsWebcast

Erin SaginPPC Evangelist and Community Manager

WordStream

@erinsagin | #BingAdsWebcast

#BingAdsWebcast

6. Leverage Urgency

#BingAdsWebcast

#BingAdsWebcast


Confession: I Hate This Dress

Why Did I Buy It?

#BingAdsWebcast


Confession: I Hate This Dress

Why Did I Buy It?

• Original price: $1,750

• My find: $109

• Discount: 94% off

• Number left in the

store: JUST ONE

#BingAdsWebcast

How could I resist?!

#BingAdsWebcast

#BingAdsWebcast

Fear of Missing Out (FOMO) > Rational Thinking

#BingAdsWebcast


Urgency Works

#BingAdsWebcast


But Countdowns Work Even Better

#BingAdsWebcast


But Countdowns Work Even Better

As sales come to a close (or

product supply diminishes),

CTRs and CVRs increase up to

3x!

#BingAdsWebcast

7. Get Personal

#BingAdsWebcast

#BingAdsWebcast

Humans Are Inherently Selfish

#BingAdsWebcast

#BingAdsWebcast

Identity-Based Targeting = Game

ChangerIdentity-Based

Targeting =

Game Changer

#BingAdsWebcast

But searchers are anonymous…

#BingAdsWebcast

Not quite…

#BingAdsWebcast

Target By User Demographics!

#BingAdsWebcast

Speak Directly to the Target Searcher -

Gender

#BingAdsWebcast

Speak Directly to the

Target Searcher by

– Age

#BingAdsWebcast

Even Better, Target People You Already

Know!

USER RETURNS TO YOUR SITE

#BingAdsWebcast

Just don’t be a creep about it!

#BingAdsWebcast

#BingAdsWebcast

Just don’t be a creep about it!

#BingAdsWebcast

https://aka.ms/thebingbus

#BingAdsWebcast

Sway Prospects to Take the Plunge

#BingAdsWebcast

Use Copy to Counteract Common

Objections

Consider: Why are

they hesitant to buy in

the first place?

Example: Free Returns

Within 30 Days!

#BingAdsWebcast

Get More Out of Existing Customers

#BingAdsWebcast

Highlight Complementary Packages

Example: Love your

new smartphone? Buy

a case to protect it!

#BingAdsWebcast

Luke AlleyDirector of PPC

Avaluanch Media

@LukeAlley | | #BingAdsWebcast

8. Feature Testing

#BingAdsWebcast

#BingAdsWebcast

Free Custom 3D Builder

#BingAdsWebcast

Free Minecraft 3D Maker

www.clientsite.com/minecraft

Create Your Own Custom World.

Easy to Use. No Downloads. Try now!

Custom Minecraft Maker

www.clientsite.com/minecraft

Build Your World Faster. For Free!

Easy to Use. No Downloads.

Feature Battle – Free VS Custom

#BingAdsWebcast

Free Minecraft 3D Maker

www.clientname.com/minecraft

Create Your Own Custom World.

Easy to Use. No Downloads. Try now!

Custom Minecraft Maker

www.clientname.com/minecraft

Build Your World Faster. For Free!

Easy to Use. No Downloads.

Custom Wins!

6.08%

7.28%

#BingAdsWebcast

Understand Psychology of Customer Better

9. Does grabbing their attention work?

#BingAdsWebcast

Presentation-ception!

#BingAdsWebcast

#BingAdsWebcast

#BingAdsWebcast

Learning LessonsControlRealtor Presentations

www.avalaunchmedia.com/Realtors

Creative & Fully Customized Designs

We Know What Works, Call Us Today

Our Presentations Suck


Just Kidding, they’re the Best!

Seen on Forbes, CNN & NYT. Call Us.

Top Listing Presentations




5.60%

5.21%

8.38%

Stand Out

Authority

#BingAdsWebcast

Focus on Client Pain PointsControlRealtor Presentations




Our Presentations Suck


Just Kidding, they’re the Best!

Seen on Forbes, CNN & NYT. Call Us.

Top Listing Presentations




5.60%

5.21%

8.38%

10. Compete!

#BingAdsWebcast

Have all the good ads been written?

#BingAdsWebcast

Make ad writing FUN again!Control

#BingAdsWebcast

Make it a competition.Control

Build Your Toy Hauler

www.clientsite.com/Toy-Hauler

Prices Starting at $11,999. Build

Your Toy Hauler Online, Free Quote!

New 2016 Toy Haulers

www.clientsite.com

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Start Customizing & Get Free Quote!



Prices Starting As Low As $11,999.

Customize Yours Online. Free Quote!

2016 Toy Haulers


Starts at $19,999. Get a free quote

Bumper pulls, fifth wheels, etc.Toy Haulers For Sale


Save now on Custom Toy Haulers.

Build your Toy Hauler Online Today!

#BingAdsWebcast

Make it a competition.Control

Build Your Toy Hauler


Prices Starting at $11,999. Build

Your Toy Hauler Online, Free Quote!


www.clientsite.com

$11,999 Create Your Own Toy Hauler

Start Customizing & Get Free Quote!



Prices Starting As Low As $11,999.

Customize Yours Online. Free Quote!

2016 Toy Haulers


Starts at $19,999. Get a free quote

Bumper pulls, fifth wheels, etc.Toy Haulers For Sale


Save now on Custom Toy Haulers.

Build your Toy Hauler Online Today!

3.83%

4.40%

3.5%

5.33%

4.71%

#BingAdsWebcast

Easy-peasy setupControl

1. Compile client info; previous ad copy, USP, offers, etc.

2. Determine the goal (CTR, CPA)

3. Track who wrote what

4. Crown the champ!

What if I run out of ideas?

26 Ad Copy Ideashttp://avalaunchmedia.com/infographics/26-ideas-for-

split-testing-ppc-ads/

http://avalaunchmedia.com/infographics/26-ideas-for-split-testing-ppc-ads/

Try Something New!

#BingAdsWebcast#BingAdsConnect | #AskBingAds

#BingAdsWebcast

Q

A#BingAdsWebcast

#BingAdsWebcast

Join us next time… July 7, 2016 @11am PDT

https://aka.ms/datafeedwebcast

https://aka.ms/datafeedwebcast

#BingAdsWebcast

Thank you!

#bingadswebcast

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other

product names are or may be registered trademarks and/or trademarks in the U.S.

and/or other countries.

The information herein is for informational purposes only and represents the current

view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not

be interpreted as a commitment on the part of Microsoft, and Microsoft cannot

guarantee the accuracy of any information provided after the date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

REGARDING THEI NFORMATION IN THIS PRESENTATION.

#bingadswebcast

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be

interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.