Download - 5 Tricks to Create Unforgettable PPC Ads
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5 Tricks to Create Unforgettable PPC
Ads
Erin Sagin, PubCon SFIMA 2016
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Meet Erin• PPC Evangelist &
Community Manager at WordStream
• Has Worked In Paid Search for 4+ years
• “From” Boston, MA• Tweet me!
@erinsagin
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Digital Marketers Are Under Attack
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I Can’t Say I Blame Them
They all suck!!
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Ads don’t have to be
boring.
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Confession: I Barely Understand FootballPackers Hat
Cowboys Jersey
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#2 Most Popular YouTube Video of 2015
@ 83 Million Views(AND IT’S AN AD)
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People Pour Tons of Resources into Producing the BEST Super Bowl Ads
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Bet You’re Not Putting THAT Much Effort Into Your PPC Ads…
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Text ad creation is pretty straightforward.
Uh, FALSE!
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Anomalies DO Exist
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Stop Settling for Average!!!
Percentile
Vs. Expected
CTRCaliber
Bottom 50%Below
Expected CTR
Slackers
Top 15% 2X Higher B Students
Top 5% 3X Higher Go-Getters
Top 1% 6x Higher Valedictorians
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Feel Like You’ve Already Tried Everything?
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Swapping Punctuation
LAME!!
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Using Your Thesaurus As A Crutch
ALSO LAME!!
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Using Dynamic Keyword InsertionSeems pretty
effective at first…
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Using Dynamic Keyword Insertion
But it doesn’t produce
rare, extraordinar
y ads.
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Appending Ad Extensions
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Reality: Small Changes = Small Impact
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Big Changes Yield Big Results
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Can You Really Make Big Changes With Just 95 Characters?
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“For sale: Baby shoes. Never worn.”
-E. Hemingway33
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Erin’s Top 5 Tricks to Write Unforgettable Ad
Copy
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Unforgettable Ad Trick #1:Hook ‘Em Early
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Who Has A Longer Attention Span?
A Goldfish My Boss, Larry Kim
9 second
s
8 second
s
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Identify Headlines Working Well on Other Channels
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Steal Ideas From Content Marketers
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Hack: Use Buzzsumo To See What People Are Sharing
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Do A Combo
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Unforgettable Ad Trick #2:Tap Into Your Audiences’ Emotions
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Emotions Incite Action
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People Feel First, Think SecondI’m more emotional
than you may think!
Campaign Effectiveness
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Hack: Swiss Army Knife TacticYour
Customer
You
A Thing Your
Customer Loves
A Thing Your
Customer Hates
Your Customer’s Best Friend
Your Customer’s
Worst Enemy
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Putting It Into Practice• You = Divorce
Attorney• Your Customer =
Scorned Wife• Her Worst Enemy =
Her Cheating Husband
• Something She Hates = His Mistress
• Something She Loves = Revenge
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Who Would You Pick?
+30% CTR!!!
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Top Ten Emotional Drivers1. Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.Excitement
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When In Doubt, Turn to Humor
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Unforgettable Ad Trick #3:Get Your Mind In the Gutter
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This Occurred To Us By Accident
Yielded 60% More Clicks Than
Average Ad!!!
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It’s Nothing New
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Even Your Grandparents Fell For It!
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A Cheeky Hint Is All It Takes
CTR was 47%
higher!!
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Even Text Ads Can Be Provocative
Size Does Matter.
Start Losing Weight Today.
Hey Big Boy!
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Alert: Exercise Caution
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Unforgettable Ad Trick #4:Get Personal
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Identity Based Targeting Is A Game Changer
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But Searchers Are Anonymous…
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A/S/L?
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Bing: Demographic Targeting
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4 in 5 consumers want search ads customized
to their city, zip code, or immediate
surroundings.
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Example: POP Yachts
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Hack: Geo Ad Customizers Make Your Life Way Easier!
30%+ CTR13%+ Conversion
Rate
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Target People Who Know You Already!
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Remarketing Lists for Search Ads
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Remarketing + Search = Doubly Powerful
2X Higher CTR!50% Lower CPC!
2X Higher Conversion Rates!
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Customer Match Targeting
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Get The Most Out of These Campaigns With Targeted Ads
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But Don’t Be A Creep About It
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Sway Prospects To Convert• Offer discounts• 10% Off Your First
Purchase• Free Shipping for New
Customers• Use copy to counteract
common objections• Free Returns Within 30
Days• Top Notch Customer
Service Team
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Upsell/Resell Existing Customers• Offer discounts• Highlight complementary
packages• Our Phones Look Even Better
In Custom Cases!• Need Help With Our
Software? Our Consultants Can Help!
• Remind them how much they love the product they already own• Love Toyotas? Test Drive Our
2016 Prius!
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Unforgettable Ad Trick #5:Leverage FOMO
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Fear of Missing Out (FOMO) > Logical Thinking
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: ONE
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How Could I Resist?!
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Use Countdowns to Create Urgency
As sale ends (or product supply diminishes), CTRs and
CVRs increase up to 3X!!
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Hack: Use Ad Customizers to Automate the Process
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Pull A J. CrewPro-tip: Rotate
ad customizers
to create perpetual sales or
demonstrate a dwindling
product supply!
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Bottom Line:Your Ads Don’t Have To Suck!
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Thank You!