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AdLux, Account Strategist, Ben Khoshabeh gave this presentation at SMX Melbourne 2010
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The Essentials for Crafting High Quality Ad Copy
Ben Khoshabeh
16/11/2010
o Proven, tried and tested essentials for ad copy that converts
o The impact of Searcher modes/buying funnel on PPC ad copy quality
o Combining insights from searcher modes and buy cycles to create hyper targeted ads
o The Importance of Testing
o The Most Common Traps
What we’ll be covering today
What are you looking for when “driving traffic” to your website through paid search marketing?
As much traffic volume as possible for as little expense as possible
High CTR and Low CPC
The traffic to be as targeted as possible
Very low bounce rate on your landing page
Pre Sell your visitors on what they are about to see on your website. Keywords qualify your visitors by signalling intentbut so does ad copy.
Each unique visitor is led to conduct a specific action (purchase a product, complete a for lead generation, opt infor a mailing list etc)
The content of your PPC ads can greatly affect all of these for better or worse!
Use The Keywords(keywords get %50 more clicks on average)
Make sure your ad groups are “tight”
Ad copy quality is a second order effect in your PPC Success
Women’s Designer HandbagsOver 50 Premium Women’s Designer Handbags. Free Shipping. Order Today!www.designerhandbags.com
HandbagsWe offer 50 handbags brands. Affordable Deals on handbags online. www.designerhandbags.com
Includes keyword phrase in headline and body
Broad ad that does include the entire keyword phrase.
Keyword: “Women’s designer handbags”
Mention your prices and/or promotions
50” Samsung 3DTVBuy The New Samsung 50” 3DTV for Only $1999. Free Delivery. Order Online! www.Samsung.com/3DTV
Samsung 3DTV Great Deals On Samsung 3DTVs. Browse Our Online Offers. www.Samsung.com/3DTV
Pre qualify your visitors & filter clicksAre you targeting B2B or B2C?Are you targeting a particular market segment/demographic? Do you only sell one type of product?
Jobs For TeenagersNo Experience Required. Jobs Ideal For Teenagers. Apply Online At CareerOne!www.CareerOne.com.au
Ideal Weight Loss PlanYou Can Still Enjoy Beer with your Mates. Learn More & Join Today.www.jen4men.com.au
Weight loss for men
Jobs for teenagers
Citibank Gold Card1.9% Pa on balances for 12 months. Min Salary $35K. Response in 1 min. www.Citibank.com.au
Use a strong call to actionYou want your users to do something right? Well point it out!
Ideal Weight Loss PlanHalf Price Membership Offer For a Short Time Only. Join Jenny Craig Today! www.JennyCraig.com.au
Weight LossJenny Craig Helps You Lose Weight. Great for Both Men and Women.www.JennyCraig.com.au
Capitalise The First Letter Of Every WordBut not articles, preps and conjunctions
Women’s Designer HandbagsOver 50 Premium Women’s Designer Handbags. Free Shipping. Order Today!www.designerhandbags.com
Women’s designer handbagsOver 50 premium women’s designer handbags. Free shipping. Order today!www.designerhandbags.com
Upper case ad
Lower case ad
Measure which ad has a better CTR and conversion rate
Understand Searcher Modes & the buy cycle
Surfing mode
Review mode
Review mode/buying mode
Buying mode
“new york”
“summer holiday new york”
“compare new york hotels”
“hilton hotel new york cheapest rate”
Consider language - Understand Your Audience/Target Market and how they are searching for you
Hotels in New York CityRead our Reviews, for over 200 New York Hotels exclusively from Recent Hotel Guests.www.Travel.com/NewYorkCity
Hilton Hotel New YorkHilton Hotel New York. Low Rates and No Reservation Costs. Book Today! www.Travel.com/HitlonNYC
New York TravelTailor Made Flight and Hotel Packages To New York City. Enquire Now! www.Travel.com/NewYorkCity
Top funnel
Mid funnel
Bottom funnel
Is your productcheaper?available with free shipping?one that last longer?on offer with a flexible payment planavailable in a wider variety of options
Highlight benefits not features!
What else can do you to make your ads pop?
Use a unique selling proposition
Flights To BangkokFind A Cheaper Available Price. Flight Centre Will Beat It!www.FlightCentre.com.au
Again , comes down to how well you know your audience
Use psychological buying triggers
How well do you know your audience?
Who is searching?
Why are they searching?
What motivates them to buy?
Who is it for?
How are they searching (consider language)?
Keywords signal user intent, ad messaging should mirror that
Sense of urgency - Offer valid until Wednesday
Exclusivity - One of 500 made
Sense of belonging – people want to be accepted and included
Instant gratification - Ships immediately
Curiosity – find out more about or special techniques
Psychological triggers contd.
Understand the importance of acronyms “Employment” vs. “Careers” vs. “Jobs”
Looking For Employment?Find New Employment Opportunities On CareerOne. Apply Online Today!www.CareerOne.com.au
Job VacanciesFind Your Ideal Job. Search Through Job Vacancies & Apply Today!www.CareerOne.com.au
Find Career OpportunitiesFind Ways to Boost Your Career. Search on CareerOne Today!www.CareerOne.com.au
Test, Test, Test(and test some more)
Why Test? Approach to Split and Mutli-Variate Testing
Identify which ad has a better CTR?Identify which ad has a better Conversion Rate
o Trial different offerso Different headlineso Different USPs/benefits o Experiment with psychological buying triggers o Tweak ad copy order o URL with www and URL without wwwo URL with sub domain vs. URL without sub domaino Exclamation or no exclamation. Buy Now! Vs Buy Now.
Citibank Gold Card1.9% Pa on balances for 12 months. Min Salary $35K. Response in 1 min.www.Citibank.com.au
Citibank Gold Card1.9% Pa on balances for 12 months. Min Salary $35K. Response in 60secs.www.Citibank.com.au
The little nuances of testing
o Don’t base your decisions on random fluctuations
o Gather a large amount of data to compare ad performance
o Weird data may stem from insufficient PPC traffic
Need statistical significance when testing
o Try taking messages from other channels
o Go on Facebook or Twitter
o Look at competition overseas
o Steal from your sales team – they talk to your customers everyday
o Go for a walk and revisit your copy with ‘fresh’ eyes
Lost for Ideas?
o Trying To Sell Too Hard In The Ad
o Not Segmenting Your Keywords correctly
o It’s not only about the keywords & ad copy – what about your landing page selection?
o Testing for the sake of testing – needs defined parameters
o CTR can be misleading
o Not paying attention to what your competitors are doing
o Rushing or being lazy leads to generic and bad copy
o Following Rules Blindly
The Most Common Traps
Thank You