5 tricks to create unforgettable ppc ads

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5 Tricks to Create Unforgettable PPC

Ads

Erin Sagin, PubCon SFIMA 2016

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Meet Erin• PPC Evangelist &

Community Manager at WordStream

• Has Worked In Paid Search for 4+ years

• “From” Boston, MA• Tweet me!

@erinsagin

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Digital Marketers Are Under Attack

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I Can’t Say I Blame Them

They all suck!!

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Ads don’t have to be

boring.

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Confession: I Barely Understand FootballPackers Hat

Cowboys Jersey

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#2 Most Popular YouTube Video of 2015

@ 83 Million Views(AND IT’S AN AD)

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

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

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Text ad creation is pretty straightforward.

Uh, FALSE!

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Anomalies DO Exist

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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

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Feel Like You’ve Already Tried Everything?

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Swapping Punctuation

LAME!!

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Using Your Thesaurus As A Crutch

ALSO LAME!!

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Using Dynamic Keyword InsertionSeems pretty

effective at first…

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Using Dynamic Keyword Insertion

But it doesn’t produce

rare, extraordinar

y ads.

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Appending Ad Extensions

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Reality: Small Changes = Small Impact

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Big Changes Yield Big Results

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Can You Really Make Big Changes With Just 95 Characters?

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“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

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Who Has A Longer Attention Span?

A Goldfish My Boss, Larry Kim

9 second

s

8 second

s

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Identify Headlines Working Well on Other Channels

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Steal Ideas From Content Marketers

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Hack: Use Buzzsumo To See What People Are Sharing

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Do A Combo

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

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Emotions Incite Action

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People Feel First, Think SecondI’m more emotional

than you may think!

Campaign Effectiveness

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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

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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

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Who Would You Pick?

+30% CTR!!!

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

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When In Doubt, Turn to Humor

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

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This Occurred To Us By Accident

Yielded 60% More Clicks Than

Average Ad!!!

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It’s Nothing New

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Even Your Grandparents Fell For It!

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A Cheeky Hint Is All It Takes

CTR was 47%

higher!!

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Even Text Ads Can Be Provocative

Size Does Matter.

Start Losing Weight Today.

Hey Big Boy!

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Alert: Exercise Caution

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Unforgettable Ad Trick #4:Get Personal

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Identity Based Targeting Is A Game Changer

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But Searchers Are Anonymous…

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A/S/L?

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Bing: Demographic Targeting

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4 in 5 consumers want search ads customized

to their city, zip code, or immediate

surroundings.

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Example: POP Yachts

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Hack: Geo Ad Customizers Make Your Life Way Easier!

30%+ CTR13%+ Conversion

Rate

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Target People Who Know You Already!

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Remarketing Lists for Search Ads

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Remarketing + Search = Doubly Powerful

2X Higher CTR!50% Lower CPC!

2X Higher Conversion Rates!

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Customer Match Targeting

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Get The Most Out of These Campaigns With Targeted Ads

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But Don’t Be A Creep About It

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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

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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

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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

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How Could I Resist?!

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Use Countdowns to Create Urgency

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

CVRs increase up to 3X!!

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Hack: Use Ad Customizers to Automate the Process

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Pull A J. CrewPro-tip: Rotate

ad customizers

to create perpetual sales or

demonstrate a dwindling

product supply!

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

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Thank You!