ad copy is dead, long live ad copy!
TRANSCRIPT
Ad copy is dead, long live ad copy!
HeroConf London 2015
@adthena
Alex Rigler,Head of Customer Insight
@alexrigler
Experts in competitive intelligence for search
@adthena
Ad copy is dead, long live ad copy!
HeroConf London 2015
@adthena
A long time ago in a Google far, far away . . .
@adthena
@adthena
@adthena
25% of search queries now return a knowledge graph result
Source: Stephen Levy@adthena
until
@adthena
Google the insurance comparison site . . .
@adthena
Google the flight comparison site . . .
@adthena
Google the credit card comparison site . . .
@adthena
Who are they coming for
next?@adthena
How does all this impact how users interact with my text ads?
@adthena
Part of advertiser’s
brain that pays attention
It might seem overwhelming, but with the right data all becomes clear.
1300+advertise
rs
200,000
adverts
5 industrie
s
@adthena
Fashion
Travel
Home & Garden
Insurance
Telco
@adthena
How frequently are advertisers changing their copy?
@adthena
Average display length within a 30 day period.
Source: Adthena@adthena
30%Top five fashion advertisers have testing cycles 30% shorter than industry benchmark
Source: Adthena@adthena
So what are they testing?
The eye catcher
Hint at relevant landing pages
The meat in the copy sandwich
Any extra info
@adthena
Headlines
Samsung do battle against Apple . . .
@adthena
by starting rumours about the iPhone 6S
@adthena
Still not sure what this vicious rumour is though!
@adthena
Average number of description tests per advertiser
@adthena
7xThe Top 5 Telco advertisers are 7 times more likely to be testing description line variations than their competitors
Source: Adthena@adthena
42% of sample adverts include a 2nd description line.
Source: Adthena@adthena
{keyword}
@adthena
% of adverts using Dynamic Keyword Insertion
Source: Adthena@adthena
6xTop 5 advertisers in Home and Garden are testing DKI 6x the industry benchmark
Source: Adthena@adthena
12x Top 5 advertisers in Insurance are testing DKI 12x the industry benchmark
Source: Adthena@adthena
There is more than one way to skin a cat
@adthena
Ryanair’s eNightmare
@adthena
@adthena
% Mobile Preferred Adverts by Industry
@adthena
@adthena
8% of mobile adverts are using a mobile display URL
Source: Adthena@adthena
6% of mobile adverts use a mobile specific call to action
Source: Adthena@adthena
1% of mobile preferred ads specify a mobile site or mobile friendly
Source: Adthena@adthena
Don’t be a lemming!Understand the competition
so you can differentiate yourself.
Ad copy needs to adapt to an evolving SERP.
The leading advertisers are running considerably
more tests.
Competitor data can be used to spot what works and where the gaps are.
Key Takeaways
@adthena
