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From the SMX East 2014 Conference in New York City, NY. SESSION: Creating, Testing & Optimizing Paid Search Ads. PRESENTATION: Creating and Effectivly Testing Your Ad Copy - Given by Carrie Albright, @Albright_C, Account Manager - Hanapin Marketing. #SMX #22B
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CREATING & EFFECTIVELY TESTING YOUR AD COPY
OCT 1, 2014
WHO ARE YOU?
CARRIE ALBRIGHT SENIOR PPC ACCOUNT MANAGER @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com
@Albright_C
@Albright_C #SMX
OVERVIEW
STEP 1: KNOW YOUR SELLING POINTS
STEP 2: KNOW YOUR TESTING STRUCTURE
STEP 3: THE AD TESTING PLAN
STEP 4: WRAPPING IT
STEP 5: SELLING IT
@Albright_C #SMX
@Albright_C #SMX
KNOW YOUR SELLING POINTS
FEATURES BENEFITS CALL TO ACTION
FREE SHIPPING SAVES MONEY QUALIFY FOR FREE SHIPPING
NEW ARRIVALS MOST UP-TO-DATE STYLES
FIND THE LATEST TRENDS
@Albright_C #SMX
. TARGET YOUR AUDIENCE
. KNOW YOUR COMPETITION
. FEATURES/BENEFITS/CTA
KNOW YOUR TESTING STRUCTURE
@Albright_C #SMX
Branded Campaign Content/Volume
Academic Program
High Funnel Terms
Geo-targeted program
Specific conversion
type
Non-Branded Product
Non-CRO campaigns
Specific course
offerings
Regional/Cities Seasonal Main site
content
KNOW YOUR TESTING STRUCTURE
@Albright_C #SMX
@Albright_C #SMX
BIG IDEAS KNOW YOUR TESTING STRUCTURE
MEDIUM SHIFTS SUBTLE CHANGES
@Albright_C #SMX
ROUND 1 CONTENT - Engagement
@Albright_C #SMX
FEATURE BENEFIT
QUESTION IN HEADLINE NEW PROMOTION
ROUND 1 CONTENT - Targeting
@Albright_C #SMX
PERSONA SPECIFIC AUDIENCE SPECIFIC
EMOTIONAL VS PRAGMATIC TESTIMONIALS
ROUND 1 CONTENT – Quantitative
@Albright_C #SMX
LOCATION NAME PRICE LISTING
COMPETITION COUNTERING DEADLINE/OFFER URGENCY
@Albright_C #SMX
ROUND 1 CONTROL
@Albright_C #SMX
ROUND 1 TEST
ROUND 2 CONTENT - Specifics
@Albright_C #SMX
CALL TO ACTION
DAYS VS HOURS
LOCATION NAME
LEARN MORE FIND OUT GET
INFO
48hrs 2 days
Massachusetts Boston, MA
ROUND 2 CONTENT – Word Choice
@Albright_C #SMX
SYNONYMS/WORD ORDER
KEYWORD MODIFIERS
USING “Official Site”
USING “Free”
@Albright_C #SMX
ROUND 2 CONTROL
ROUND 2 TEST
@Albright_C #SMX
ROUND 3 CONTENT
@Albright_C #SMX
PUNCTUATION
EXTENDED HEADLINE
ADDED DISPLAY URL
Title Case vs sentence case
"&" versus "and” "&" versus "and”
ROUND 3 CONTENT
@Albright_C #SMX
REVERSING
OWNERSHIP SYMBOLS ™ OR ®
MESSAGE PLACEMENT D1 Feature / D2 CTA
vs. = D2 CTA / D1 Feature
CTR Δ 32.76%
@Albright_C #SMX
ROUND 3 CONTROL
@Albright_C #SMX
ROUND 3 TEST
THE AD TESTING PLAN: Intermission
@Albright_C #SMX
TOP 5 DETAILS TO INCLUDE
@Albright_C #SMX
2. DEVICE SEGMENTATION
3. LABELS – IF YOU’RE NOT USING THEM YET, START NOW.
4. DOCUMENTS FOR RECORDING & REPORTING
5. PREPARE FOR THE PIVOT TABLE & ADVANCED EXCEL FUNCTIONS, SUCH AS TEXT-TO-COLUMNS, CONCATENATE, AND VLOOKUP.
1. ROTATION, ROTATION, ROTATION
THE AD TESTING PLAN
i. DIAGRAM YOUR TEST (A)
@Albright_C #SMX
ROUND 1 ROUND 2
ROUND 3
THE AD TESTING PLAN
ii. DIAGRAM YOUR TEST (B)
@Albright_C #SMX
TIER 1
ROUND 1 WEEK 1
TIER 2
ROUND 1 WEEK 2
TIER 3
ROUND 1 WEEK 3
TIER 4
ROUND 1 WEEK 4
High Funnel Low Funnel
Branded Display
THE AD TESTING PLAN
ii. DIAGRAM YOUR ROUNDS
@Albright_C #SMX
TIER 1 ROUND 1
TIER 1 ROUND 3
THE AD TESTING PLAN
ii. A/B VS A/B/C VS MULTIVARIATE
@Albright_C #SMX
THE AD TESTING PLAN
. LABELS.
@Albright_C #SMX
(MIC DROP)
THE AD TESTING PLAN
. LIFE WITHOUT LABELS.
@Albright_C #SMX
(crickets)
WRAPPING IT UP
@Albright_C #SMX
YOU YOUR AD TESTING JOURNEY
WRAPPING IT UP
. VOLUME
@Albright_C #SMX
. CONCLUDE BASED ON
. STATISTICAL SIGNIFICANCE
. CONTENT TIME FRAME
WRAPPING IT UP
. VIEWING RESULTS WITH LABELS
@Albright_C #SMX
WRAPPING IT UP
. USING PIVOT TABLES TO WRAP YOUR TEST
@Albright_C #SMX
SELLING IT
@Albright_C #SMX
SELLING IT
LANGUAGE: Nursing Program in Wash DC vs Nursing Program in DC
WINNER: Wash DC
MARGIN: 18.2% lift in CTR 9.5% lift in conversion rate
NEXT STEPS: “.com/Nursing” vs “.com/RN”
STEP 1: AD TESTING STEP 2: STEP 3: PROFIT
BETTER QS
SELLING IT
@Albright_C #SMX
??? BETTER CTR HEALTHIER ACCOUNT
SELLING IT
. MULTICHANNEL TAKEAWAYS
@Albright_C #SMX
CRO TEST 16.1% increased CR
AD TEST MESSAGE 3.05X INCREASE IN CTR 10.4% INCREASE IN CR Social media messaging
Email language
Landing Page & Site Optimizations
Strongest Promotions
WRAP UP
STEP 1: KNOW YOUR SELLING POINT STEP 2: KNOW YOUR TESTING STRUCTURE
STEP 3: THE AD TESTING PLAN STEP 4: WRAPPING IT STEP 5: SELLING IT
@Albright_C #SMX
THANK YOU!
CARRIE ALBRIGHT SENIOR PPC ACCOUNT MANAGER @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com
@Albright_C
@Albright_C #SMX
THANK YOU!
@Albright_C #SMX