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How To Make Your Online Advertising Stand Out
and differentiate you from your competition
Jayne Reddyhoff
Zanzi Digital
Do it properly
How to make your Advertising stand out
Use the magic formula
Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!
Do it properly
• Really understand your audience
• Super segmentation
• Pay attention to detail
Do it properly: understand your audience
Buying Intent
Perfect Ad Copy
Perfect Landing Page
Do it properly: understand your audience Mirror the visitor’s end goal WeBuyCars.com tells the visitor they’ll buy the car - which mirrors the prospect’s end goal. The goal of the searcher is to have someone buy their car. How they go about selling it isn’t as important as getting it sold.
Do it properly: understand your audience
Do it properly: understand your audience
Do it properly: super segmentation
• More than 35 changes to AdWords so far in 2015
• Competitor actions
• Market changes
• More data, better analysis
• External Factors e.g. the weather!
• Seasonal/special event variations
Do it properly: pay attention to the details
Use the magic formula
• Follow a process
• Take responsibility; don’t rely on Google
• Work smart!
Use the magic formula: follow a process
Use the magic formula: don’t rely on Google
• Hot pink wedges
• Add recommended keywords to your ad groups
Use the magic formula: don’t rely on Google
In Shoes, ROAS was 4.9 against the target of 4.0. So all is apparently good, right? Wrong! The sub-category of pumps had ROAS of only 1.2. For more than 200 pumps, 95% of all impressions went to one SKU - a pair of hot pink wedge pumps that were attention grabbing and expensive That single SKU had an ROAS of 0.23.
Use the magic formula: work smart
• Follow the 80:20 rule - pareto principle
• Make high impact changes first
• Work on high traffic campaigns first
• Know when to stop!
Use the magic formula: results
Be creative: some examples
• News jacking
• Appealing to ego!
• Using humour
Be creative - news jacking, Pomi-T
AdWords visits after the TV program aired. We were ready and had the budget in place to meet demand.
Be creative - targeting an individual
The site where I found this World of Warcraft PPC Ad labelled this one of the “lamest PPC ads ever”. But I thought it might be quite clever - know your audience?
Do it properly
How to make your Advertising stand out
Use the magic formula
Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!
Questions?
Jayne Reddyhoff
Zanzi Digital
