10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the...
Transcript of 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the...
![Page 1: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/1.jpg)
#thinkppc&HOSTED BY:
10 Unique Ways
To Improve
Ad Copy
![Page 2: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/2.jpg)
#thinkppc
Presenters
• Liam Milner
– Group Account Director at Brainlabs Digital
– @Brainlabs
• Lauren Rosner
– Senior Production Specialist at Hanapin Marketing
– Blogger on PPC Hero
– @ppchero
![Page 3: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/3.jpg)
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
![Page 4: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/4.jpg)
#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
![Page 5: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/5.jpg)
#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.
![Page 6: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/6.jpg)
#thinkppc
Agenda
❏Why writing ads is fun
❏ Importance of testing
❏Unique ways to write ads
❏ Account structure
❏ Importance of testing, again
❏ Live Q&A Time
![Page 7: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/7.jpg)
#thinkppc
Ad Copy Writer Extraordinaire?
![Page 8: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/8.jpg)
#thinkppc
Ad Copy Writer Extraordinaire?
![Page 9: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/9.jpg)
#thinkppc
Have Educated, Researched Fun
Analyze
Test
Idea
Implement
![Page 10: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/10.jpg)
#thinkppc
Follow the evidence
![Page 11: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/11.jpg)
#thinkppc
Testing
![Page 12: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/12.jpg)
#thinkppc
Using Taglines
These are all examples of companies with established slogans using their ad space more
effectively to talk about selling points.
Would any of these ads be
better if the company’s slogan
was swapped in for part of the
existing ad copy?
![Page 13: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/13.jpg)
#thinkppc
Prices In Headlines
When people are
looking to buy, appeal
to that key factor: price.
Not applicable in every
market - comfort, ease
of use, speed etc. can
be important factors.
Stand out obviously
from the competition.
![Page 14: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/14.jpg)
#thinkppc
Persona Ads
![Page 15: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/15.jpg)
#thinkppc
Persona Ads
VS
![Page 16: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/16.jpg)
#thinkppc
Display URLs
Trademarked terms: Toyota, Camry
![Page 17: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/17.jpg)
#thinkppc
Mobile
Mobile should be no barrier to conversion - don’t be shy about a mobile-
friendly site!
![Page 18: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/18.jpg)
#thinkppc
Emotional Appeal
![Page 19: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/19.jpg)
#thinkppc
Automated ad writingKeyword Build
Ad Copy Build
Using formulas in
Excel, you can easily
turn a new campaign
build into targeted,
relevant ad copy.
![Page 20: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/20.jpg)
#thinkppc
Automated ad writing
![Page 21: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/21.jpg)
#thinkppc
Extended Headlines
Search: Hotels in London
![Page 22: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/22.jpg)
#thinkppc
Removal of sidebar ads
![Page 23: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/23.jpg)
#thinkppc
Ad extensions
Google ads are still ads - the bigger the better!
![Page 24: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/24.jpg)
#thinkppc
Ad Extension Examples
● Sitelinks
● Callout extensions
● Star ratings
● Structured snippets
● Review extensions
● Consumer ratings
● Location extensions
● Call extensions
![Page 25: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/25.jpg)
#thinkppc
Account Structure
Single keyword ad groups give you the control you need to ensure
maximum ad relevancy and clean testing data
![Page 26: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/26.jpg)
#thinkppc
Account Structure
SKAG
+22% CTR
Cut CPA in
Half
![Page 27: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/27.jpg)
#thinkppc
Testing
● DKI Headlines vs Non-DKI Headlines
● Mobile-specific ad text vs all device ad text
● Feature/benefit vs tagline
● Questions vs statements
● Shop now vs buy now
● Total sale price vs % off
● Call now vs contact us
● CTA vs no CTA
● Jargon vs layman’s terms
![Page 28: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/28.jpg)
#thinkppc
Did you know?
Hanapin offers full-time PPC management services in
everything from search and display to social and mobile!
http://www.hanapinmarketing.com/ppc-management/
![Page 29: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/29.jpg)
#thinkppc
Live Q&A Time!
![Page 30: 10 Unique Ways To Improve Ad Copy - AméricaEconomía · –@ppchero. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar](https://reader030.fdocuments.us/reader030/viewer/2022040402/5e7f73d4a813fd276912a8df/html5/thumbnails/30.jpg)
#thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Brainlabs Digital Feedback: [email protected]