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1WordStream Confidential
5 Tricks to Create Unforgettable PPC Ads
@ErinSagin
2WordStream Confidential
www.wordstream.com/learn
Want to get smart in paid search?
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Join the conversation on Twitter
@WordStream@ErinSagin
4WordStream Confidential
Meet Your Presenter
@ErinSagin
Erin SaginPPC Evangelist &
Community ManagerWordStream
5WordStream Confidential
Digital Marketers Are Under Attack
@ErinSagin
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What Do All of These Ads Have In Common?
They all suck!!
@ErinSagin
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Your Ads Don’t Have
to Suck!@ErinSagin
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@ErinSagin
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Confession: I Barely Understand Football
Cowboys Jersey
Packers Hat
@ErinSagin
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@ErinSagin
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@ErinSagin
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@ErinSagin
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@ErinSagin
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#2 Most Popular YouTube Video of 2015 @83 Million
Views (AND IT’S AN AD)
@ErinSagin
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People Pour Tons of Resources Into Producing the BEST Super
Bowl Ads
@ErinSagin
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Bet You’re Not Putting THAT Much Effort Into Your PPC Ads…
@ErinSagin
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Text ad creation is pretty straightforward.
Uh, FALSE!@ErinSagin
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Anomalies DO Exist
@ErinSagin
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Stop Settling for Average!
@ErinSagin
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Feel Like You’ve Already Tried Everything?
@ErinSagin
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Swapping Punctuation
LAME!!
@ErinSagin
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Using Your Thesaurus As A Crutch
ALSO LAME!!
@ErinSagin
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Using Dynamic Keyword Insertion
Seems pretty effective at
first…
@ErinSagin
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Using Dynamic Keyword Insertion
But it doesn’t produce rare, extraordinary
ads.
@ErinSagin
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Appending Ad Extensions
@ErinSagin
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Live
@ErinSagin
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Reality: Small Changes = Small Impact
@ErinSagin
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Big Changes Yield Big Results
@ErinSagin
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Can You Really Make Big Changes With Just 95 Characters?
@ErinSagin
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“For sale: Baby shoes. Never worn.”
-E. Hemingway
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I’m Not Very Creative!
@ErinSagin
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5 Tricks to Write Unforgettable Ad
Copy
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#1 Hook ‘Em Early
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@ErinSagin
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Who Has A Longer Attention Span?
9 second
s
8 second
sA Goldfish Ralph
@ErinSagin
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Identify Headlines Working Well on Other Channels
@ErinSagin
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Steal Ideas From Content Marketers
@ErinSagin
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Hack: Use Buzzsumo To See What People Are Sharing
@ErinSagin
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#2 Tap Into Emotions
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Emotions Incite Action
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@ErinSagin
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Hack: Perry Marshall’s Swiss Army Knife
You
A Thing Your
Customer Loves
A Thing Your
Customer Hates
Your Customer’s Best Friend
Your Customer’s
Worst Enemy
Your Customer
@ErinSagin
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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
@ErinSagin
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Which Lawyer Would You Call?
+30% CTR!!!
@ErinSagin
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Leveraging Scare Tactics To Prevent Breast Cancer
@@ErinSagin
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Ad #1
@ErinSagin
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Ad #2: We Made One Very Small Change
@ErinSagin
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Winner: Ad #2
125% Increase In Appointments Booked +
170% Increase In Call Volume
@ErinSagin
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Top 10 Emotional Drivers
1. Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.Excitement
@ErinSagin
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@ErinSagin
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When In Doubt, Turn To Humor
@ErinSagin
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#3 Get Your Mind In the Gutter
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This Occurred To Us By Accident
Yielded 60% More Clicks Than Average
Ad!
@ErinSagin
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It’s Nothing New
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Even Your Grandparents Fell For It!
@ErinSagin
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A Cheeky Hint Is All It Takes
CTR was 47%
higher!!
@ErinSagin
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Even Text Ads Can Be Provocative
Hey Big Boy!Start Losing
Weight Today.Size Does
Matter.
@ErinSagin
63WordStream Confidential @ErinSagin
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Alert: Exercise Caution
@ErinSagin
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#4 Get Personal
@ErinSagin
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But Searchers Are Anonymous…
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The Basics…
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Location Matters
Live
4 in 5 consumers want search ads customized to
their city, zip code or immediate surroundings.
Source: Infographic: Understanding Consumers’ Local Search Behavior, Think With Google
@ErinSagin
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Example: POP Yachts
In My Backyard
1,094 Nautical Miles Away
@ErinSagin
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Hack: Geo Ad Customizers Make Your Life Way Easier
30%+ CTR13%+ Conversion
Rate
@ErinSagin
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More searches occur on mobile devices than desktop computers.
Source: Inside AdWords, Building for the Next Moment
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Acknowledge That Searchers Are On Their Phones
@ErinSagin
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Identity Based Targeting Is A Game-Changer
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1. Remarketing Lists for Search Ads
@ErinSagin
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Remarketing + Search = Doubly Powerful
2X Higher CTR!2X Higher
Conversion Rates!
@ErinSagin
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2. Customer Match Targeting
@ErinSagin
79WordStream Confidential @ErinSagin
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Get the Most Out of These Campaigns With Targeted Ad
Copy!
@ErinSagin
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But Don’t Be A Creep About It…
@ErinSagin
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Convince Prospects to Take the Plunge With Discounts!
• 10% Off Your First Purchase
• Free Shipping for New Customers
• Complimentary Setup For New Customers
@ErinSagin
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Use Copy to Counteract Common Objections
Why are they hesitant to buy in the first place? Turn to your reviews!• Free Returns
Within 30 Days• Top Notch
Customer Service Team
@ErinSagin
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Take A Hint From Mickey D’s
Highlight complementary packages
• Our Phones Look Even Better In Custom Cases!
• Need Help With Our Software? Our Consultants Can Help!
@ErinSagin
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#5 Leverage FOMO
@ErinSagin
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Fear of Missing Out (FOMO) > Logical Reasoning
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
@ErinSagin
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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
@ErinSagin
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Take A Hint From J. Crew
Pro-tip: Rotate ad
customizers to create
perpetual sales or
demonstrate a dwindling product supply!
@ErinSagin
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Bottom Line: Your Ads Don’t Have to
Suck!
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Be a Unicorn In A Sea
of Donkeys!
!
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Special Offers! Would You Like…
a)FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b)1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC
@ErinSagin
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Q & A
95WordStream Confidential @ErinSagin
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