The Expert Methodology of Creative Ad Copy & Testing

Download The Expert Methodology of Creative Ad Copy & Testing

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<ul><li><p>Creative Ad Copy &amp; Testing</p><p>The Expert Methodology of</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>Ad creation is just as much an engineering challenge </p><p>as a creative one.</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>Its Time to Take Your Ads to the Next Level</p><p>Many advertisers primarily focus on creative copy for their headlines and description lines, but much more can be done to improve your user experience and messaging (e.g. extensions, device adaptations, dynamic text, etc.).</p><p>Although ad creation is a creative process, wed like to encourage you to look beyond your creative copy and make decisions based on data. For well-balanced and successful ads, you should continually test your ad copy to see how different creative ideas perform.</p><p>This SlideShare covers the latest techniques shared by advertising experts.</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>From Margot da Cunha, Paid Search Marketer at WordStream Inc.</p><p>Five hacks to improve your PPC ad copys CTR threefold</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>1. Personalize your ad copyBe the unicorn in a sea of donkeys</p><p> Humans are inherently selfish so focus on writing your ad copy with the searchers problem in mind and how you are going to solve it.</p><p>2. Use emotional triggers</p><p> Amusement, interest and surprise are the top human emotional triggers, so keep your ad copy lively and avoid boring at all costs.</p><p>3. Use ad customizers to promise a reward</p><p> People love to anticipate rewards even more than receiving them. Use ad customizers, like countdown ads, to build up anticipation, e.g. Sale ends in 2 hours!</p><p>Five hacks to improve your PPC ad copys CTR threefold</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>Five hacks to improve your PPC ad copys CTR threefold</p><p>4. Headline moneyball</p><p> PPC professionals need to think like content marketers. Look at other channels like Buzzfeed and Buzzsumo to see what headlines are getting the best engagement rates, and model your ads off of them.</p><p>5. Utilize repitition</p><p> People forget 90% of what you share with them. Repeat one consistent message across all your channels and re-enforce it through remarketing.</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>From Brad Geddes, founder of Certified Knowledge</p><p>Setting up PPC ad copy testing</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>1. Determine if you want to test in one ad group or multiple ad groups</p><p> Single: Best for branded ad copy, top performers, and high traffic ad groups.</p><p> Multi: Best for insights across a segment template created ads, small data accounts, and market research.</p><p>2. Determine your segments</p><p> Be strategic about where you want to test.</p><p>3. Define your metrics</p><p> Determine how you are going to judge your ads (CTR, conversion rate, CPL, etc.) before you run the test, not after.</p><p>Setting up PPC ad copy testing</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>Setting up PPC ad copy testing</p><p>4. Define minimum and maximum confidence thresholds</p><p> Dont take action on insignificant data.</p><p>5. Test by device</p><p> Pull data for desktop devices separate from mobile devices and create ads specific to mobile devices.</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>From Marty Weintraub, Founder of aimClear</p><p>How to play with headlines and be creative with small space</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p> Use emotion words in your ads.</p><p> Try questions that are really answersuse when, where, why, how, etc.</p><p> Tout the benefitstell the searcher why your product is the best!</p><p> Mention the negative consequences.</p><p> Leverage the power of overused cliches and use them ironically in your ad copy.</p><p>How to play with headlines and be creative with small space</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>How to play with headlines and be creative with small space</p><p> Use memorable phonetics and alliteration.</p><p> Call the users attention directlyAttention [keyword].</p><p> If you are not the top dog, tell the user you are the alternative to your competitorAlternate [keyword].</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>CONCLUSION</p><p>Develop great ads that are creative genius and proven through in-depth testing.</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>Need More Info About Ads?</p><p>The Marketers Guide to Display Advertising On Google, Facebook, and LinkedIn</p><p>GET THE GUIDE</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTestinghttp://www.marketing-mojo.com/guide/marketers-guide-to-display-advertising/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTestinghttp://www.marketing-mojo.com/guide/marketers-guide-to-display-advertising/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li><li><p>The Expert Methodology of Creative Ad Copy &amp; Testing</p><p>www.marketing-mojo.com </p><p>www.marketing-mojo.com/blog</p><p>Contact Marketing Mojo: </p><p>800.939.5938 x1 </p><p>marketing-mojo.com/sales</p><p>Digital Innovation for Demand Generation.</p><p>Marketing Mojo is a full-service, data-driven </p><p>online marketing and demand generation </p><p>agency. With experience in a wide range of </p><p>digital marketing disciplines, the Marketing </p><p>Mojo team uses the latest information and </p><p>techniques to help companies maximize </p><p>the sales funnel and get the highest quality </p><p>results based on their goals.</p><p>2015 Marketing Mojo </p><p>All information in this document is the property of Marketing Mojo.</p><p>http://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTestinghttp://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTestinghttp://www.marketing-mojo.com/blog/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTestinghttp://www.marketing-mojo.com/sales/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTestinghttp://www.marketing-mojo.com/?utm_source=SlideShare&amp;utm_medium=blog&amp;utm_campaign=SMXAdCopyTesting</p></li></ul>