3 secrets to writing enticing content & ads
TRANSCRIPT
Logistics
• Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email!
• Time for Q&A – don’t be shy!
Meet our presenters…
• Senior Data Scientist at WordStream
• 5 Years of Paid Search experience
• Voted the 14th Most Influential PPC
Expert of 2016
• Director and Co-owner of BuzzSumo
• Specializes in content marketing & data
research behind high-performing content
• Also Co-owner of Anders Pink, the news &
curation app
Mark Irvine Steve Rayson
Our Search has Evolved
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Share of Long Term Searches
Today, 20% of searches occur via Voice Search, rather than a typed query!
Comscore estimates that by 2020, More than 50% of all search will be driven by
voice search
The Most Common Words in Natural Language
Rank Word Part of Speech
1 the Definite article
2 be Intransitive Verb
3 to Preposition
4 of Preposition
5 and Conjunction
6 a Indefinite Article
7 in Preposition
8 that Pronoun
9 have Transitive Verb
10 I Pronoun
• The most common words people use to search and the words your content features are not your keywords
• In comparison, the most common words in paid search ads are search keywords, nearly all of which are nouns.
Focus on More Than Your Keywords
• Keyword relevance is the LEAST important factor of quality score!
• A high quality ad headline & landing page experience is 4x more important!
Bigger Ads Aren’t Better if They Are Over Stuffed With Keywords
3 Most Powerful Ad Pronouns
“We”
#1
#2
#3
“We” sells your solution, not your Keyword
CTR: 0.25%
CTR: 4.87%
3 Most Powerful Ad Pronouns
“We”
#1
#2
#3
“You”
“You” speaks to Your Audience Directly
CTR: 7.15%
CTR: 11.86%
3 Most Powerful Ad Pronouns
“We”
#1
#2
#3
“You”
“Him/Her”
Personalize your Headlines for your Audience
Personalize your Headlines for your Audience
Ad shown only to men: Ad shown only to women:CTR: 7.31%
CVR: 1.82%
CTR: 11.59%
CVR: 4.35%
CTR: 9.25%
CVR: 3.80%
Improved CTR 60%! Improved CVR 140%!!
Improved CTR 30%! Improved CVR 110%!!
Mobile Headlines are Increasingly Important!
Customize your Mobile Ad Copy with IF Functions
• NEW on Google: IF Statements for Device & Audience.
Customize your Mobile Ad Copy with IF Functions
Ad shown on mobile: Ad shown on desktop:
What is an Enticing Content Formula?
Topic
Type
Format
Headline
AI, Uber, Elearning
Story, Research, Case Study
Report, article, video, charts
Why click through?
What is an Enticing Content Formula?
Is there a promise or payoff?
BuzzSumo Review of 100m Headlines
The rise ofMelt your heart
Of all timeMake you cryNeed to knowHow to make
Why you shouldCan’t stop laughing
What was the Top Trigram?
Top Trigram
(three word phrase)
Measured by Facebook Interactions was ….
..will make you…
24 Pictures That Will Make You Feel Better About The World
What This Airline Did for Its Passengers Will Make You Tear Up – So Heartwarming
6 Harsh Truths That Will Make You a Better Person
“Who Wore It Better?” Pics That Will Make You Laugh Out Loud
13 Travel Tips That Will Make You Feel Smart
..will make you…
Content…
..Impact.
Emotional Headlines
Tears of joyMake you cryGive you goosebumpsIs too cuteShocked to seeMelt your heartCan’t stop laughing
What happened nextTalking about itTwitter reacts toAre freaking out
Voyeurism & Curiosity
Research & Science
Top Trigrams
Headlines That Resonate on Twitter
The truth aboutThe rise ofThings to knowThis is whatWhat we know
Top Trigrams
List posts
Industry Differences
On average higher shares but …
In health, legal, higher education list postssignificantly below average shares
Special Offer:See Our Platforms in Action
• I’m interested in a demo of WordStream AND BuzzSumo
• I’m interested in a demo of BuzzSumo
• I’m interested in a demo of WordStream
• I’m not interested in seeing how either software solution can help my business
