the art and science of ad copy testing
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#BingAdsWebcast
The Art and Science of
Ad Copy Testing
A creative and analytical framework for optimum ad copy performance
#BingAdsWebcast
#BingAdsWebcast
MJ DePalma
SEM Pro Community Manager
Bing Ads, Microsoft
@mjdepalma
Frances Donegan-Ryan
SEM Pro Marketing Manager
Bing Ads, Microsoft
@francesdr
#BingAdsWebcast
#BingAdsWebcast
Erin Sagin
PPC Evangelist and Community
Manager, WordStream
@erinsagin
Luke Alley
Director of PPC
Avalaunch Media
@LukeAlley
#BingAdsWebcast
Purna Virji
Sr. Bing Ads Training Manager
Bing Ads, Microsoft
@purnavirji
#BingAdsWebcast
Purna Virji from Bing Ads’
Strategic framework for ad copy production
Ad Copy strategy mapped to the “Probability Conversion Formula”
Erin Sagin from WordStream’s deep dives into her top 3 Tips
Luke Alley from Avalanche Media’s top 2 Tips and his list of 26 ideas to jump start your testing
Here’s what
you’ll learn:
#BingAdsWebcast
@purnavirji | | #BingAdsWebcast
Purna VirjiSr. Bing Ads Training Manager
#bingadswebcast#BingAdsWebcast
Question
#bingadswebcast
#BingAdsWebcast
The answers lie within
#BingAdsWebcast
The answers lie within#bingadswebcast
#BingAdsWebcast
Malcolm Gladwell
#BingAdsWebcast
Malcolm GladwellJournalist, writer, speakerAwesome hair
#BingAdsWebcast
Howard MoskowitzMarket Researcher, Psychophysicist
#BingAdsWebcast
Make me a star!
#BingAdsWebcast
#BingAdsWebcast
sauces tested45
#BingAdsWebcast
What people want might be something we haven’t even thought of.
#BingAdsWebcast
#BingAdsWebcast#BingAdsConnect | #AskBingAds
SpicyPlain Extra chunky
#BingAdsWebcast#BingAdsConnect | #AskBingAds
SpicyPlain Extra chunky
#BingAdsWebcast
Extra chunky
The $600 million star, tried and tested
#BingAdsWebcast
The $600 million star, tried and tested
How does this apply
to PPC ad copy?
#bingadswebcast
#BingAdsWebcast
We can influence our search audience with smart, effective ad copy.
- @purnavirji
#bingadswebcast
#BingAdsWebcast
How to tap into the psychology of decision-making
#bingadswebcast
#BingAdsWebcast
1. Think like a lizard
22
#BingAdsWebcast
The reptilian
brain that is
#BingAdsWebcast
The "Human"
The "Mammalian"
The "Reptilian"
#BingAdsWebcast
Pain
Fear
Emotion
Ego
Contrast
#BingAdsConnect | #AskBingAds
#BingAdsWebcast
#BingAdsWebcast
Calories per
transaction
6%
#BingAdsWebcast
Store revenue
3%
#BingAdsWebcast
Store revenue
3%
Pain
Fear
Emotion
Ego
Contrast
#BingAdsWebcast
#BingAdsWebcast
Apply the five principles
Pain Emotion Fear Ego Contrast
#BingAdsWebcast
Pain
#BingAdsWebcast
“Struggle to stay awake, focus at your
job? Try….” Pain
#BingAdsWebcast
“Struggle to stay awake, focus at your
job? Try….” Pain
#BingAdsWebcast
Think about the pain points of
your customers and use that to
your advantage.
Pain
#BingAdsWebcast
Emotion
#BingAdsWebcast
Emotion
#BingAdsWebcast
Emotion
#BingAdsWebcast
Credit: Margot DaCunha, Wistia
@chappymargot
Emotion
#BingAdsWebcast 40
Think about what moves
your customer and use that
to build a connection.
Emotion
#BingAdsWebcast 41
Fear
#BingAdsWebcast 42
Just Do It. (FOMO)
Fear
#BingAdsWebcast 43
The World on Time (FOMiD)
Just Do It. (FOMO)
Fear
#BingAdsWebcast 44
Because I’m Worth It (FOTMA)
The World on Time (FOMiD)
Just Do It. (FOMO)
Fear
#BingAdsWebcast 45
Fear
#BingAdsWebcast 46
Fear
#BingAdsWebcast 47
Think of what customers fear
or what they could miss out on
without your product.
Fear
#BingAdsWebcast 48
Ego
#BingAdsWebcast 49
“Only good parents bring their kids
to Disney.”Ego
#BingAdsWebcast 50
“Only good parents bring their kids
to Disney.”Ego
#BingAdsWebcast 51
Ego
#BingAdsWebcast 52
Ego
#BingAdsWebcast 53
Focus on the WIIFM.
Remember “You” not “Me”.
Ego
#BingAdsWebcast 54
Contrast
#BingAdsWebcast 55
VS.
Contrast
#BingAdsWebcast 56
VS.
Contrast
#BingAdsWebcast 57
#BingAdsWebcast 58
Contrast
#BingAdsWebcast 59
Contrast
#BingAdsWebcast 60
Compare two or more brands
or products to highlight what
makes your product so good.
Contrast
#BingAdsWebcast
Pretty cool, right?
#BingAdsWebcast
2. Test the framing effect
#BingAdsWebcast
1. 10% off or Free Shipping?
Ideas
#BingAdsWebcast
1. 10% off or Free Shipping?
2. Lifetime Warranty or Free Service for Life?
Ideas
#BingAdsWebcast
1. 10% off or Free Shipping?
2. Lifetime Warranty or Free Service for Life?
3. Save Big or Big Savings?
Ideas
#BingAdsWebcast
Give yourself more characters to shine.
Make your URLs werk!
#BingAdsWebcast
Title
Description
CTA
URL
Test framing
#BingAdsWebcast
3. Test lively verbs
#BingAdsWebcast69
#BingAdsWebcast
Contacted Hit Bumped Collided Smashed
Sp
eed
, in
MPH
Word choice leads to higher perceived speed
31
34
3839
41
Word choices lead to higher perceived speed
#BingAdsWebcast
e.g.
Rock these Cowboy Boots at <Storename>
#BingAdsWebcast
4. Apply science
#BingAdsWebcast
®
Probability of conversion
Clarity of the value proposition (why)
Friction ofelements of process
Motivation of the user (when)
Incentive to take action
Anxiety about entering
information
C = 4m + 3v + 2( i-f) -2a
Credit: Marketing Experiments
#BingAdsWebcast
Focus Tactics Messaging
Value Prop
#BingAdsWebcast
Focus Tactics Messaging
Value Prop
Quality
Low price
Selection
High Quality, Durable, Best Selling
Low Price Guarantee, Starting at
$10, Bargain, Wholesale Pricing
Over 5,000 items, Huge Selection
#BingAdsWebcast
Focus Tactics Messaging
Incentive
#BingAdsWebcast
Focus Tactics Messaging
Incentive
Discount
Freebie
Free shipping
Up to 50% off, Save Extra 25%
Free Whitepaper, Buy One
Get One
Free Shipping, Free Overnight
#BingAdsWebcast
Focus Tactics Messaging
Friction
#BingAdsWebcast
Focus Tactics Messaging
Friction
Quick turnaround
Return policy
Ease of use
Ships Within 1 Day,
Inventory Available
Free returns, 30 day
returns, no hassle
Within Minutes, Quick &
Easy, 3 Steps
#BingAdsWebcast
Focus Tactics Messaging
Anxiety
#BingAdsWebcast
Focus Tactics Messaging
Anxiety
Credibility
No hidden
fees
Time limit
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Highlight loss
vs. gainMissing Out, Don’t, Why
#BingAdsWebcast
Let’s see this
in action.
#BingAdsWebcast
Ad copy test #1
Bing Search Advertising®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.07%
$300 Of Free Ads on Bing®
Avoid Missing Another New Customer
Free Ads on Bing® & Yahoo! SearchAdvertising.Microsoft.com
6.75%
$300 Of Free Ads on Bing®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.17%
#BingAdsWebcast
Ad copy test #1
Bing Search Advertising®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.07%
$300 Of Free Ads on Bing®
Avoid Missing Another New Customer
Free Ads on Bing® & Yahoo! SearchAdvertising.Microsoft.com
6.75%
$300 Of Free Ads on Bing®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.17%
#BingAdsWebcast
6.17%
Ad copy test #2
2.68%
6.75%
Online Advertising
Reach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo!
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
$50 Of Free Ads on Bing®
Bing® Online Advertising
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
Advertising.Microsoft.com
Online Advertising
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
2.63%
#BingAdsWebcast
6.17%
Ad copy test #2
2.68%
6.75%
Online Advertising
Reach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo!
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
$50 Of Free Ads on Bing®
Bing® Online Advertising
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
Advertising.Microsoft.com
Online Advertising
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
2.63%
#BingAdsWebcast
5. Turn Brainstorming into a Science
#BingAdsWebcast
Three step process
Build foundation
#BingAdsWebcast
Three step process
Build foundation Go crazy
#BingAdsWebcast
Three step process
Build foundation Create adsGo crazy
#BingAdsWebcast
1. Build the foundation
Need: Voice of the Customer
#BingAdsWebcast
1. Build the foundation
Need: Competitive Intelligence
#BingAdsWebcast
Focus Tactics Messaging
Value Prop Quality
Low price
Selection
High Quality, Durable, Best Selling
Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing
Over 5,000 items, Huge Selection
Anxiety Credibility
No hidden fees
Time limit
Highlight loss vs. gain
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Missing Out, Don’t, Why
Friction Quick turnaround
Return policy
Ease of use
Ships Within 1 Day, Inventory Available
Free returns, 30 day returns, no hassle
Within Minutes, Quick & Easy, 3 Steps
Incentive Discount
Freebie
Free shipping
Up to 50% off, Save Extra 25%
Free Whitepaper, Buy One Get One
Free Shipping, Free Overnight
#BingAdsWebcast
2. Go Crazy
Step Away from the Excel!
#BingAdsWebcast
2. Go Crazy
Write it out, without worrying about word count.
#BingAdsWebcast
3. Create final ads
Only work to refine at the end.
#BingAdsWebcast
3. Create final ads
Don’t forget extensions!
#BingAdsWebcast
Want to try it out?
#BingAdsWebcast
http://aka.ms/BingACWorkbook
#BingAdsWebcast
Erin SaginPPC Evangelist and Community Manager
WordStream
@erinsagin | #BingAdsWebcast
#BingAdsWebcast
6. Leverage Urgency
#BingAdsWebcast
#BingAdsWebcast
Word choice leads to higher perceived speed
Confession: I Hate This Dress
Why Did I Buy It?
#BingAdsWebcast
Word choice leads to higher perceived speed
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: JUST ONE
#BingAdsWebcast
How could I resist?!
#BingAdsWebcast
#BingAdsWebcast
Fear of Missing Out (FOMO) > Rational Thinking
#BingAdsWebcast
Word choice leads to higher perceived speed
Urgency Works
#BingAdsWebcast
Word choice leads to higher perceived speed
But Countdowns Work Even Better
#BingAdsWebcast
Word choice leads to higher perceived speed
But Countdowns Work Even Better
As sales come to a close (or
product supply diminishes),
CTRs and CVRs increase up to
3x!
#BingAdsWebcast
7. Get Personal
#BingAdsWebcast
#BingAdsWebcast
Humans Are Inherently Selfish
#BingAdsWebcast
#BingAdsWebcast
Identity-Based Targeting = Game
ChangerIdentity-Based
Targeting =
Game Changer
#BingAdsWebcast
But searchers are anonymous…
#BingAdsWebcast
Not quite…
#BingAdsWebcast
Target By User Demographics!
#BingAdsWebcast
Speak Directly to the Target Searcher -
Gender
#BingAdsWebcast
Speak Directly to the
Target Searcher by
– Age
#BingAdsWebcast
Even Better, Target People You Already
Know!
USER RETURNS TO YOUR SITE
#BingAdsWebcast
Just don’t be a creep about it!
#BingAdsWebcast
#BingAdsWebcast
Just don’t be a creep about it!
#BingAdsWebcast
https://aka.ms/thebingbus
#BingAdsWebcast
Sway Prospects to Take the Plunge
#BingAdsWebcast
Use Copy to Counteract Common
Objections
Consider: Why are
they hesitant to buy in
the first place?
Example: Free Returns
Within 30 Days!
#BingAdsWebcast
Get More Out of Existing Customers
#BingAdsWebcast
Get More Out of Existing Customers
#BingAdsWebcast
Highlight Complementary Packages
Example: Love your
new smartphone? Buy
a case to protect it!
#BingAdsWebcast
Luke AlleyDirector of PPC
Avaluanch Media
@LukeAlley | | #BingAdsWebcast
8. Feature Testing
#BingAdsWebcast
#BingAdsWebcast
Free Custom 3D Builder
#BingAdsWebcast
Free Minecraft 3D Maker
www.clientsite.com/minecraft
Create Your Own Custom World.
Easy to Use. No Downloads. Try now!
Custom Minecraft Maker
www.clientsite.com/minecraft
Build Your World Faster. For Free!
Easy to Use. No Downloads.
Feature Battle – Free VS Custom
#BingAdsWebcast
Free Minecraft 3D Maker
www.clientname.com/minecraft
Create Your Own Custom World.
Easy to Use. No Downloads. Try now!
Custom Minecraft Maker
www.clientname.com/minecraft
Build Your World Faster. For Free!
Easy to Use. No Downloads.
Custom Wins!
6.08%
7.28%
#BingAdsWebcast
Understand Psychology of Customer Better
9. Does grabbing their attention work?
#BingAdsWebcast
Presentation-ception!
#BingAdsWebcast
#BingAdsWebcast
#BingAdsWebcast
Learning LessonsControlRealtor Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
Our Presentations Suck
www.avalaunchmedia.com/Realtors
Just Kidding, they’re the Best!
Seen on Forbes, CNN & NYT. Call Us.
Top Listing Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
5.60%
5.21%
8.38%
Stand Out
Authority
#BingAdsWebcast
Focus on Client Pain PointsControlRealtor Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
Our Presentations Suck
www.avalaunchmedia.com/Realtors
Just Kidding, they’re the Best!
Seen on Forbes, CNN & NYT. Call Us.
Top Listing Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
5.60%
5.21%
8.38%
10. Compete!
#BingAdsWebcast
Have all the good ads been written?
#BingAdsWebcast
Make ad writing FUN again!Control
#BingAdsWebcast
Make it a competition.Control
Build Your Toy Hauler
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Prices Starting at $11,999. Build
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New 2016 Toy Haulers
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$11,999 Create Your Own Toy Hauler
Start Customizing & Get Free Quote!
New 2016 Toy Haulers
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Prices Starting As Low As $11,999.
Customize Yours Online. Free Quote!
2016 Toy Haulers
www.clientsite.com/Toy-Hauler
Starts at $19,999. Get a free quote
Bumper pulls, fifth wheels, etc.Toy Haulers For Sale
www.clientsite.com/Toy-Hauler
Save now on Custom Toy Haulers.
Build your Toy Hauler Online Today!
#BingAdsWebcast
Make it a competition.Control
Build Your Toy Hauler
www.clientsite.com/Toy-Hauler
Prices Starting at $11,999. Build
Your Toy Hauler Online, Free Quote!
New 2016 Toy Haulers
www.clientsite.com
$11,999 Create Your Own Toy Hauler
Start Customizing & Get Free Quote!
New 2016 Toy Haulers
www.clientsite.com/Toy-Hauler
Prices Starting As Low As $11,999.
Customize Yours Online. Free Quote!
2016 Toy Haulers
www.clientsite.com/Toy-Hauler
Starts at $19,999. Get a free quote
Bumper pulls, fifth wheels, etc.Toy Haulers For Sale
www.clientsite.com/Toy-Hauler
Save now on Custom Toy Haulers.
Build your Toy Hauler Online Today!
3.83%
4.40%
3.5%
5.33%
4.71%
#BingAdsWebcast
Easy-peasy setupControl
1. Compile client info; previous ad copy, USP, offers, etc.
2. Determine the goal (CTR, CPA)
3. Track who wrote what
4. Crown the champ!
What if I run out of ideas?
26 Ad Copy Ideashttp://avalaunchmedia.com/infographics/26-ideas-for-
split-testing-ppc-ads/
Try Something New!
#BingAdsWebcast#BingAdsConnect | #AskBingAds
#BingAdsWebcast
Q
A#BingAdsWebcast
#BingAdsWebcast
Join us next time… July 7, 2016 @11am PDT
https://aka.ms/datafeedwebcast
#BingAdsWebcast
Thank you!
#bingadswebcast
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.
#bingadswebcast
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be
interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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