Plug and Play: The LEGO Method for Building and Testing PPC Ads

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You have less than 100 characters to play with. How DO you get that that fickle, distracted searcher to click on your PPC ad AND then buy your product? …

You have less than 100 characters to play with. How DO you get that that fickle, distracted searcher to click on your PPC ad AND then buy your product?
There is a formula. Copywriter and Digital Strategist Kirsten Weisenburger shows you why creating, testing and optimizing PPC ads is like building with LEGO (the old school kind).

Kirsten will lay out the building blocks, with easy instructions and examples to:
• Set your foundation with specific keywords and phrases
• Entice searchers with you-facing benefits
• Devise your ad copy testing hypothesis
• Rearrange and test ad copy versions in different configurations

If you build it they will come. Let’s work together to build the world’s best PPC ad.
(Presented at SMX Toronto, March 2013)

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  • Talk about the synergy between keyword > ad copy > landing page… continuityHow ad copy is an essential step in this process.
  • PPC ad copy is often neglected.But if done properly, it can have a dramatically positive impact on your campaign’s conversion rate.
  • Find your two or three strongest keywords 1. Orb Lights2. Sphere Lights3. Orb Lamps
  • Why is your product or service awesome?ProgrammableWaterproofCordless
  • What are you going to offer your customers if they buy from you?Free ShippingReduced Price $21Six Month Warranty
  • Is there a brand message being disseminated elsewhere… on TV, display advertising, print?USE IT!Repeat this phrase in your ads and your landing page.(In this case, we’re going to make one up)Magical Moonlight Orbs
  • In this case… Discount “Save on Crafts”Site is offering Orb Lights for $21 instead of $29= buy here for less
  • The magic word: You
  • Only ever change one variable… run versions against each other… make sure the campaign generates at least 100 clicks before you start to eliminate. Eventually you will be able to isolate the “blocks” that drive conversion through a process of elimination in order to build the killer ad.

Transcript

  • 1. Plug and Play:The LEGO Method forBuilding & Testing PPC Ads Kirsten Weisenburger DAC Group SMX Toronto March 20, 2013
  • 2. Who Are We?Our goal:Bring your visitors to the ZMOT using outreach, rigorousmetrics and strong, conversion-optimized content. Toronto. Montreal. Vancouver. New York. Cleveland. Louisville. Rochester.Kirsten WeisenburgerDigital Strategic Planner, DAC GroupPure play digital since 2000, I work with digital content,making it more findable and usable for regular people.
  • 3. Applying Best Practice Appear Appear Relevant Be Relevant
  • 4. The Six Elements of Kick-Ass PPC Copy 1. The Keyword 2. The Benefit 3. The Offer 4. Brand Message 5. Landing Page Synergy + Call to Action 6. “You” or “Your”
  • 5. Our Test Case
  • 6. 1. The Keyword
  • 7. 2. The Benefit
  • 8. 3. The Offer
  • 9. 4. Brand Message
  • 10. 5. Landing Page Synergy + Call to Action
  • 11. 6. “You” or “Your”
  • 12. Let’s Put it All Together Only $21
  • 13. Reshuffle to Test Variations Orb Lights: Buy For Less
  • 14. Testing: Change One Variable Per Ad
  • 15. Find & Replace to Scale Up [product] [offer]
  • 16. The End Result: Better Campaigns• Campaigns that have a strong synergy between keyword > ad copy > landing page• Ad copy that has been tested and resonates with real users
  • 17. = Better Results= Higher Clickthrough Rate & Quality Score= Lower Cost per Click= Better Conversion Rate= Dramatically lower Cost per Acquisition
  • 18. Thank You You’re All Beautiful. Enjoy SMX Toronto! SearchMarketingExpo.ca/2013kweisenburger@dacgroup.com@kirstenweis@dac_group