5 tricks to create unforgettable ppc ads

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@erinsagin #pubcon

5 Tricks to Create Unforgettable PPC

Ads

Erin Sagin, PubCon SFIMA 2016

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@erinsagin #pubcon

Meet Erin• PPC Evangelist &

Community Manager at WordStream

• Has Worked In Paid Search for 4+ years

• “From” Boston, MA• Tweet me!

@erinsagin

#pubcon@erinsagin #pubcon

Digital Marketers Are Under Attack


I Can’t Say I Blame Them

They all suck!!


Ads don’t have to be

boring.


Confession: I Barely Understand FootballPackers Hat

Cowboys Jersey


#2 Most Popular YouTube Video of 2015

@ 83 Million Views(AND IT’S AN AD)


People Pour Tons of Resources into Producing the BEST Super Bowl Ads


Bet You’re Not Putting THAT Much Effort Into Your PPC Ads…


Text ad creation is pretty straightforward.

Uh, FALSE!


Anomalies DO Exist


Stop Settling for Average!!!

Percentile

Vs. Expected

CTRCaliber

Bottom 50%Below

Expected CTR

Slackers

Top 15% 2X Higher B Students

Top 5% 3X Higher Go-Getters

Top 1% 6x Higher Valedictorians


Feel Like You’ve Already Tried Everything?


Swapping Punctuation

LAME!!


Using Your Thesaurus As A Crutch

ALSO LAME!!


Using Dynamic Keyword InsertionSeems pretty

effective at first…


Using Dynamic Keyword Insertion

But it doesn’t produce

rare, extraordinar

y ads.


Appending Ad Extensions


Reality: Small Changes = Small Impact


Big Changes Yield Big Results


Can You Really Make Big Changes With Just 95 Characters?


“For sale: Baby shoes. Never worn.”

-E. Hemingway33

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Erin’s Top 5 Tricks to Write Unforgettable Ad

Copy

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Unforgettable Ad Trick #1:Hook ‘Em Early


Who Has A Longer Attention Span?

A Goldfish My Boss, Larry Kim

9 second

s

8 second

s


Identify Headlines Working Well on Other Channels


Steal Ideas From Content Marketers


Hack: Use Buzzsumo To See What People Are Sharing


Do A Combo

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Unforgettable Ad Trick #2:Tap Into Your Audiences’ Emotions


Emotions Incite Action


People Feel First, Think SecondI’m more emotional

than you may think!

Campaign Effectiveness


Hack: Swiss Army Knife TacticYour

Customer

You

A Thing Your

Customer Loves

A Thing Your

Customer Hates

Your Customer’s Best Friend

Your Customer’s

Worst Enemy


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


Who Would You Pick?

+30% CTR!!!


Top Ten Emotional Drivers1. Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.Excitement


When In Doubt, Turn to Humor

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Unforgettable Ad Trick #3:Get Your Mind In the Gutter


This Occurred To Us By Accident

Yielded 60% More Clicks Than

Average Ad!!!


It’s Nothing New


Even Your Grandparents Fell For It!


A Cheeky Hint Is All It Takes

CTR was 47%

higher!!


Even Text Ads Can Be Provocative

Size Does Matter.

Start Losing Weight Today.

Hey Big Boy!


Alert: Exercise Caution

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@erinsagin #pubcon

Unforgettable Ad Trick #4:Get Personal


Identity Based Targeting Is A Game Changer


But Searchers Are Anonymous…


A/S/L?


Bing: Demographic Targeting


4 in 5 consumers want search ads customized

to their city, zip code, or immediate

surroundings.


Example: POP Yachts


Hack: Geo Ad Customizers Make Your Life Way Easier!

30%+ CTR13%+ Conversion

Rate


Target People Who Know You Already!


Remarketing Lists for Search Ads


Remarketing + Search = Doubly Powerful

2X Higher CTR!50% Lower CPC!

2X Higher Conversion Rates!


Customer Match Targeting


Get The Most Out of These Campaigns With Targeted Ads


But Don’t Be A Creep About It


Sway Prospects To Convert• Offer discounts• 10% Off Your First

Purchase• Free Shipping for New

Customers• Use copy to counteract

common objections• Free Returns Within 30

Days• Top Notch Customer

Service Team


Upsell/Resell Existing Customers• Offer discounts• Highlight complementary

packages• Our Phones Look Even Better

In Custom Cases!• Need Help With Our

Software? Our Consultants Can Help!

• Remind them how much they love the product they already own• Love Toyotas? Test Drive Our

2016 Prius!

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Unforgettable Ad Trick #5:Leverage FOMO


Fear of Missing Out (FOMO) > Logical Thinking

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


How Could I Resist?!


Use Countdowns to Create Urgency

As sale ends (or product supply diminishes), CTRs and

CVRs increase up to 3X!!


Hack: Use Ad Customizers to Automate the Process


Pull A J. CrewPro-tip: Rotate

ad customizers

to create perpetual sales or

demonstrate a dwindling

product supply!


Bottom Line:Your Ads Don’t Have To Suck!


Thank You!

5 tricks to create unforgettable ppc ads

Marketing