#pubcon

7 Crazy-Effective Strategies to Create Clickable Image Ads

7 CRAZY-EFFECTIVE

IMAGE AD STRATEGI

ESTO 5X YOUR CTRSBY ERIN SAGIN

#pubcon

MEET ERIN• PPC EVANGELIST &

COMMUNITY MANAGER AT WORDSTREAM

• HAS WORKED IN PAID SEARCH FOR 4+ YEARS

• “FROM” BOSTON, MA

• TWEET ME @ERINSAGIN

#pubcon

TRUTH: GETTING

PEOPLE TO CLICK ON YOUR ADS IS NO EASY

FEAT

@ERINSAGIN #PUBCON

#pubcon

YOUR AUDIENCE ISN’T NECESSARILY IN

THE MOOD

@ERINSAGIN #PUBCON

#pubcon

THEY’RE READING THE

NEWS

@ERINSAGIN #PUBCON

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OR WATCHING PRINCE TELL

KIM KARDASHIAN TO GET OFF THE STAGE

@ERINSAGIN #PUBCON

#pubcon@ERINSAGIN #PUBCON

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EVEN WORSE, MOST PEOPLE HATE ADS

@ERINSAGIN #PUBCON

#pubcon

AD BLOCKERS ARE GAINING PREVALENCE

@ERINSAGIN #PUBCON

#pubcon

FAR TOO MANY OF US HAVE

GIVEN UP

@ERINSAGIN #PUBCON

#pubcon

WE’VE SET THE BAR LOW FOR OURSELVES

@ERINSAGIN #PUBCON

#pubcon

I GET IT. MOST DISPLAY ADS’ CLICK-THROUGH RATES DO

SUCK

@ERINSAGIN #PUBCON

#pubcon

GDN CLICK-THROUGH RATE DISTRIBUTION

@ERINSAGIN #PUBCON

#pubcon

“IF YOU HANG AROUND WITH LOSERS YOU BECOME A

LOSER”-DONALD TRUMP

@ERINSAGIN #PUBCON

#pubcon

STOP SETTLING FOR AVERAGE!

DISTRIBUTION POINT

CLICK-THROUGH

RATE

VS. MEDIA

NMEDIAN .35%TOP 10% 1.88% 5XTOP 5% 2.65% 8XTOP 1% 4.8% 14X

@ERINSAGIN #PUBCON

#pubcon

BREAK OUT OF THE LOSER

STREAK AND STRIVE FOR

HIGHER CTRS

@ERINSAGIN #PUBCON

#pubcon

EVEN BETTER, GET A SECRET QUALITY SCORE BOOST

Higher CTR = Lower CPC

A 0.1% increase/decrease yields ~ 20%

increase/decrease in CPC!

@ERINSAGIN #PUBCON

#pubcon

YOUR ADS

DON’T HAVE TO

SUCK!@ERINSAGIN #PUBCON

#pubcon

YEAH, I KNOW. IT’S EASIER SAID THAN DONE…

@ERINSAGIN #PUBCON

#pubcon

ERIN’S TOP 7IMAGE AD

CREATIVE TIPS

@ERINSAGIN #PUBCON

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7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #1

HOOK ‘EM EARLY@ERINSAGIN #PUBCON

#pubcon@ERINSAGIN #PUBCON

#pubcon@ERINSAGIN #PUBCON

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WHO HAS A LONGER ATTENTION SPAN?

A GOLDFISHJOE LARATRO

8 SECON

DS

9 SECOND

S@ERINSAGIN #PUBCON

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IDENTIFY COPY THAT WORKS WELL ON OTHER CHANNELS

@ERINSAGIN #PUBCON

#pubcon

STEAL IDEAS FROM CONTENT

MARKETERS

@ERINSAGIN #PUBCON

#pubcon

HACK: USE BUZZSUMO TO SEE WHAT’S WORKING FOR OTHERS

@ERINSAGIN #PUBCON

#pubcon

OR, DOUBLE UP!

@ERINSAGIN #PUBCON

#pubcon

7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #2

GET PERSONAL@ERINSAGIN #PUBCON

#pubcon

FACT: HUMANS ARE INHERENTLY SELFISH

@ERINSAGIN #PUBCON

#pubcon

What’s in it for me?

@ERINSAGIN #PUBCON

#pubcon

FINALLY! A VOICE OF REASON

@ERINSAGIN #PUBCON

#pubcon

REMARKETING ADS YIELD AWESOME CTRS

USERS ARE 76% MORE LIKELY TO

CLICK ON A REMARKETING

AD!

@ERINSAGIN #PUBCON

#pubcon@ERINSAGIN #PUBCON

FACT: I HAVE A SERIOUS THING FOR JENI’S SPLENDID ICE

CREAM

#pubcon@ERINSAGIN #PUBCON

MORE IMPORTANT FACT: I CAN’T AFFORD IT

#pubcon

FAST FORWARD A FEW ADS…

@ERINSAGIN #PUBCON

#pubcon

PEOPLE ACTUALLY LIKE THESE ADS!

REMARKETING ADS FATIGUED AT LESS THAN

½ THE RATE OF NON-REMARKETING DISPLAY

ADS!

@ERINSAGIN #PUBCON

#pubcon

Identity Based Targeting Is A Game Changer

IDENTITY BASED TARGETING IS A GAME-

CHANGER

@ERINSAGIN #PUBCON

#pubcon

MATCH YOUR COPY/IMAGERY TO YOUR

TARGET AUDIENCE

@ERINSAGIN #PUBCON

#pubcon

SEGMENT YOUR AUDIENCES

@ERINSAGIN #PUBCON

#pubcon

SERVE ADS THAT ARE CATERED TO THEIR DEMOGRAPHIC

@ERINSAGIN #PUBCON

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7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #3APPEAL TO THEIR

EMOTIONS@ERINSAGIN #PUBCON

#pubcon

EMOTIONS ARE MORE LIKELY TO

SPUR ACTION THAN

FACTUAL INFORMATION

@ERINSAGIN #PUBCON

#pubcon

SCIENCE!!!

@ERINSAGIN #PUBCON

#pubcon

HUMANS FEEL FIRST, THINK

SECOND

@ERINSAGIN #PUBCON

#pubcon

HACK: PERRY MARSHALL’S SWISS ARMY KNIFE

YOUR CUSTOMER

YOU

A THING HE HATES

HIS BEST FRIEND

HIS WORST ENEMY

A THING HE LOVES

@ERINSAGIN #PUBCON

#pubcon

EXAMPLE: SHAME/DISGUST

CTR WAS 37% HIGHER!

@ERINSAGIN #PUBCON

#pubcon

TOP 10 EMOTIONAL

DRIVERS1. AMUSMENT2. INTEREST3. SURPRISE4. HAPPINESS5. DELIGHT6. PLEASURE7. JOY8. HOPE9. AFFECTION10.EXCITEMENT

@ERINSAGIN #PUBCON

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WHEN IN DOUBT, TURN TO HUMOR

@ERINSAGIN #PUBCON

#pubcon

EXAMPLE: FUNNY IMAGERY

CTR IS 8X

HIGHER!

@ERINSAGIN #PUBCON

#pubcon

7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #4EMBRACE YOUR INNER

FREAK@ERINSAGIN #PUBCON

#pubcon

THIS OCCURRED TO US BY ACCIDENT

YIELDED 60% MORE CLICKS THAN

AVERAGE AD!!

@ERINSAGIN #PUBCON

#pubcon@ERINSAGIN #PUBCON

#pubcon

IT’S NOTHING NEW

@ERINSAGIN #PUBCON

#pubcon

EVEN YOUR GRANDPARENTS FELL FOR IT!

@ERINSAGIN #PUBCON

#pubcon

A CHEEKY HINT IS ALL IT TAKES

CTR WAS 48%

HIGHER!

@ERINSAGIN #PUBCON

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#pubcon

ALERT: EXERCISE CAUTION

@ERINSAGIN #PUBCON

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DON’T BE THIS GUY!

@ERINSAGIN #PUBCON

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7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #5MAKE ‘EM SWEAT

@ERINSAGIN #PUBCON

#pubcon@ERINSAGIN #PUBCON

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SCARCITY PRINCIPLE = ECONOMIC PRINCIPLE IN

WHICH A LIMITED SUPPLY OF A GOOD, COUPLED WITH HIGH DEMAND FOR THAT

GOOD, RESULTS IN A MISMATCH BETWEEN THE

DESIRED SUPPLY AND DEMAND EQUILIBRIUM

@ERINSAGIN #PUBCON

#pubcon

FOMO > LOGICAL THINKING

@ERINSAGIN #PUBCON

#pubcon

24% CTR

EXAMPLE: HULT

INTERNATIONAL BUSINESS

SCHOOL

@ERINSAGIN #PUBCON

#pubcon

AS SALE ENDS/SUPPLY

DIMINISHES, CTRS AND CVRS INCREASE

UP TO 3X!

USE COUNTDOWNS TO CONVEY

URGENCY

@ERINSAGIN #PUBCON

#pubcon

HACK: USE AD CUSTOMIZERS

TO AUTOMATE

THE PROCESS

@ERINSAGIN #PUBCON

#pubcon

INCLUDE CLEVER

IMAGERY TO REINFORCE

YOUR MESSAGE

@ERINSAGIN #PUBCON

#pubcon

7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #6LEVERAGE THE POWER

OF GIFS@ERINSAGIN #PUBCON

#pubcon

“IF A PICTURE IS WORTH A THOUSAND WORDS, A GIF IS WORTH 10,000. GIFS ARE A

MINI-VEHICLE FOR STORYTELLING, CAPTURING

EMOTIONS AND COMMUNICATING THEM IN A CONCISE WAY THAT WORDS

AND PICTURES ALONE CANNOT.”

-JOE PUGLISI, SENIOR CREATIVE STRATEGIST, BUZZFEED

@ERINSAGIN #PUBCON

#pubcon

GOOD GIFS DEMAND

ATTENTION AND CONVEY EMOTION

WITHOUT BEING DISRUPTIVE

@ERINSAGIN #PUBCON

#pubcon

IT’S GETTING EASIER TO

SHARE GIFS ON TWITTER

@ERINSAGIN #PUBCON

#pubcon

AND FACEBOOK,

TOO!

@ERINSAGIN #PUBCON

#pubcon

NOT-SO-SEXY PRODUCT?

@ERINSAGIN #PUBCON

#pubcon

TRY A GIF!2X HIGHER CTR THAN NON-GIF

AD!

@ERINSAGIN #PUBCON

#pubcon

COMPLICATED PRODUCT?

@ERINSAGIN #PUBCON

#pubcon

CONVEY MULTIPLE

MESSAGES WITH GIFS

@ERINSAGIN #PUBCON

#pubcon

Avoid the Strobe Light EffectBE TASTEFUL WITH YOUR GIF-ING!

@ERINSAGIN #PUBCON

#pubcon

7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #7ADJUST IMAGES BY

VENUE@ERINSAGIN #PUBCON

#pubcon

WHEN I’M SCOPING OUT CLOTHES, THE LAST THING I

WANT TO THINK ABOUT IS

GARDENING

@ERINSAGIN #PUBCON

#pubcon

THAT’S MORE LIKE IT…

@ERINSAGIN #PUBCON

#pubcon

MATCH YOUR IMAGES TO THE LOOK AND FEEL OF THE VENUE

@ERINSAGIN #PUBCON

#pubcon

GOAL: FIT IN AND STAND OUT AT THE SAME TIME

@ERINSAGIN #PUBCON

#pubcon

REMEMBER, YOUR

ADS DON’T

HAVE TO SUCK!@ERINSAGIN

#PUBCON

#pubcon

THANKYOU!@ERINSAGIN

WORDSTREAM