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Retail ad copy clickability
 

Retail ad copy clickability

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  • Some variables are not just single word or phrase, but a bucket of them, due to the large number of ads analyzed and a big amount of words/phrases surfaced. Most buckets mirror the variation of the phrase itself, e.g. plurals, different tense,  etc. Others could be synonyms or same intent. E.g. “Brand” includes all major brand in the sub-vertical; “Promotion” includes words such as “sales”, “low prices”, “deals”; “Product” includes a specific product in the sub-vertical, such as “Clothes, Swimwear, Shoes, Watches” for Apparel and Accessories sub-vertical.
  • ·       
  • ·         We took the total pClick and total impressions for Sitelink- Yes/No for each of these sub verticals·         The values were then summed up and we got the total values at vertical level·         The pClick reflected in the graph is the impression weighted avgpClick for sitelink-Yes/NoOverall ads showing sitelinks have an 18% lift in pClick

Retail ad copy clickability Retail ad copy clickability Presentation Transcript

  • SES San Francisco - September 11, 2013 Ad Copy Variable Analysis ̶ Retail
  • Ad Quality Takeaways The key to success in ad copy is testing. This study provides insights into average ad quality, but there was still a lot of variability. Use this study as a guide for performing your own ad copy tests.
  • A calculation which factors in both the clickability* of the ad and other indicators of ad quality. Ads with better ad quality not only have a better CTR, they get rewarded with better ad ranking and lower CPCs than other ads with lower ad quality. Ad Quality Definition * Clickability is defined as the likelihood of an ad being clicked, agnostic of position
  • Making it Actionable: • 9 Retail categories were reviewed • 20+ of the most commonly featured variables were analyzed Methodology Analyzed thousands of ads in each of several advertiser sub-verticals within Retail Holiday 2012. Many phrases (variables) were considered.* Phrases (variables) needed to appear in ads from at least 5 advertisers Phrases were sorted based on a weighted average of positive ad quality *Some variables are not just single word or phrase, but a bucket of them, due to the large number of ads analyzed and a big amount of words/phrases surfaced. Most buckets mirror the variation of the phrase itself, e.g. plurals, different tense, etc. Examples in appendix
  • Key Observations There is no prescriptive set of ad copy that will generate the same results across devices. There is a significant lift in ad quality when Sitelinks are present. What works really well for one category may perform poorly for another
  • Retail Brand Insight Apparel & Accessories Consumer Electronics Department Stores Toys and Hobbies Impact of Brand: PC Ad Copy Title Description Apparel & Accessories Consumer Electronics Department Stores Toys and Hobbies Importance of Brand: Mobile Ad Copy Title Description Department Store ad titles for PC indexed lower than the same on mobile. Mobile Ad titles with Brand included indexed significantly lower than their PC counterparts. Take Away: Extremely important to understand differences in devices and performance rather than duplicate Brand Ad Copy across all.
  • Ads with sitelinks had a much higher ad quality than ads without sitelinks. The Ad Quality was 18% greater when sitelinks were present on an ad. Sitelinks NO YES Sitelinks adopted Ad Quality: Relation to Sitelinks Present NO YES 18% Lift!
  • AD COPY ANALYSIS BY RETAIL CATEGORY
  • Apparel & Accessories: PC Insights 32% 144% 32% -10% 87% 140% 21% -66% 67% -36% -17% -41% 74% 13% -14% -32% 89% 50% -75% -25% 25% 75% 125% 175% % Off Brand Call to Action Fashion Free Free Shipping Gift(s) Holiday New Now Official Site Online Price/Pricing Product Promotion Purchase Quality Style/Kind PC Title -2% 75% 31% 61% 17% 17% 16% -22% 14% -16% -8% 81% -18% 69% 14% 7% 1% 52% -25% -5% 15% 35% 55% 75% 95% % Off Brand Call to Action Fashion Free Free Shipping Gift(s) Holiday New Now Official Site Online Price/Pricing Product Promotion Purchase Quality Style/Kind PC Description  Ad quality is less compelling on PCs when phrases including „holiday‟ are used in the title and description.  Having „Online‟ in PC Ad Descriptions significantly increases ad quality.
  • Apparel & Accessories – Top Combos by Device Mobile and Tablet Ad Copy indexed high with ‘Official Site’ in the Title combined with ‘online’ in the description. ‘Size’ mentioned in the title of PC ads performed significantly better than on Mobile and Tablet Ads. PC Mobile Tablet Title Description Title Description Title Description Brand Call to Action Brand Call to Action Official Site Call to Action Size New Official Site Online Official Site Online Price/Pricing Now % Off Size Brand Call to Action Size Brand % Off Now Brand Online Size Official Site Brand Online Style/Kind Online
  • Apparel & Accessories – Head/Torso/Tail Frequency of ‘Free Shipping’ use was relatively smaller than the other Head term combinations, but proved to have significant ad quality. Surprisingly the frequency of ‘Size and Brand’ being used together for Torso terms, and ‘%Off with Size’ for Tail terms was relatively low but yielded the highest Ad Quality of these two groups. Head Torso Tail Title Description Title Description Title Description Brand Call to Action Size Brand % Off Size Official Site Online Official Site Size NoVar Orders New Style/Kind Free Now Promotion Size Free Shipping Style/Kind Size New Product Orders Free Shipping Official Site Size Fashion Size Size
  • Lift compared to ads that did not use any of the listed variables Variables were chosen based on frequency of use and positive impact on ad quality Consumer Electronics: PC Insights  Relative to other Ad copy variables in PC Title and Descriptions, Black Friday call outs indexed the highest, surprisingly much higher than Cyber Monday.  Being specific with Style/Kind of product as well as highlighting „Black Friday‟ was also extremely successful. 0% 50% 100% 150% 200% 250% Black Friday Brand Call to Action Cyber Monday Free Free Shipping Gift New Now Official Site Price/Pricing Product Promotion Purchase Quality Resource Style/Kind PC Title 0% 50% 100% 150% 200% 250% 300% 350% Black Friday Brand Call to Action Cyber Monday Free Free Shipping Gift New Now Official Site Price/Pricing Product Promotion Purchase Quality Resource Style/Kind PC Description
  • Consumer Electronics – Top Combos by Device PC Mobile Tablet Title Description Title Description Title Description Cyber Monday Quality NoVar Cyber Monday Promotion Cyber Monday Brand Cyber Monday Purchase Cyber Monday Cyber Monday Promotion New Promotion Price/Pricing Product Brand Cyber Monday Cyber Monday Promotion Brand Resource Cyber Monday Quality NoVar In-Store Pickup Price/Pricing Free Shipping Product Cyber Monday When looking to pair variables, Cyber Monday paired with other top variables indexes the highest in Ad Quality. ‘Price/Pricing’ was extremely valuable for Mobile Ad Titles when combined with the ‘Product’ or ‘Free Shipping’, while ‘Promotion’ offers performed well on PC and Tablet.
  • Consumer Electronics – Head/Torso/Tail Brand pairings are critical to Ad Quality for Consumer Electronics Head terms. Generating interest and increasing Ad Quality through Black Friday and Cyber Monday combinations is key for Torso terms. Head Title Description Brand Cyber Monday Brand Black Friday Brand Celebrity Brand In-Store Pickup Brand Gift Torso Title Description Black Friday NoVar Celebrity NoVar Cyber Monday Promotion Promotion Cyber Monday NoVar Celebrity Tail Title Description Product Call to Action Product Online Product Purchase Product Product Purchase Product
  • Lift compared to ads that did not use any of the listed variables Variables were chosen based on frequency of use and positive impact on ad quality Department Stores: PC Insights  Where Service, Quality, and Free Shipping indexed lower in quality when placed in the PC Ad Title, they proved to add value when featured in the description.  Placing the „value‟ of a product within the PC Ad Title increases ad quality. -60% -10% 40% 90% 140% 190% 240% 290% Black Friday Brand Clothing Cyber Monday DKI Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web PC Title -25% 25% 75% 125% 175% 225% 275% 325% 375% Black Friday Brand Clothing Cyber Monday DKI Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web PC Description
  • Department Stores– Top Combos by Device PC Mobile Tablet Title Description Title Description Title Description Black Friday Product Number Purchase Black Friday Venue Celebrity Product Number Promotion Celebrity Venue Value Resource Number Number Brand Furniture Value Number Black Friday Venue Purchase Resource DKI Black Friday Number Style/Kind Clothing Number Phone Number in the Ad title proved valuable above and beyond other variables for mobile, emphasizing the importance of understanding a user’s intent (mobile phone, looking to make calls).
  • Department Stores– Head/Torso/Tail DKI + Black Friday had the lowest frequency of use, but one of the highest Ranked Ad Quality indexes for Head terms. Head Torso Tail Title Description Title Description Title Description Black Friday Product Black Friday Purchase Resource DKI Celebrity Product Celebrity Purchase Product Venue DKI Black Friday NoVar Black Friday Product Web Black Friday Venue NoVar Celebrity Official Site Product Celebrity Venue Black Friday Brand Web Product
  • Toys & Hobbies: PC Insights  PC Ad Copy titles with „Now‟ negatively indexed compared to other variables, where it was successful in driving CTR if placed in the description.  % Off in the PC Description reduced the propensity to click, but showed positive when placed in the Ad Title. -75% -25% 25% 75% 125% 175% 225% 275% 325% % Off Black Friday Brand Call to Action Free Free Shipping Holiday New Now Official Site Online Product Promotion Purchase Quality Service Style/Kind PC Title -50% 0% 50% 100% 150% % Off Black Friday Brand Call to Action Free Free Shipping Holiday New Now Official Site Online Product Promotion Purchase Quality Service Style/Kind PC Description
  • Toys & Hobbies – Top Variables by Device PC Mobile Tablet Title Description Title Description Title Description Black Friday Purchase New Call to Action Official Site Brand Call to Action Promotion Product Purchase Official Site Now Black Friday Call to Action Official Site Brand Official Site New NoVar Official Site Official Site Now Free Shipping Free Quality Promotion Promotion Black Friday Service Free PC searchers tend to react positively to ad titles calling out ‘Black Friday promotions’. ‘Official Site’ in the Mobile and Tablet Ad Copy title is extremely valuable when paired with Brand names.
  • Toys & Hobbies – Head/Torso/Tail From the data, it seems that there is a shorter Head to Tail for Toys and Hobbies categories. Calls to Action with Promotions and Descriptions of Style/Kind have significantly higher Ad Quality. Product paired with Purchase had low frequency of use, but high Ad Quality for Tail terms. Head Torso Tail Title Description Title Description Title Description Call to Action Promotion Black Friday Call to Action NoVar Style/Kind Style/Kind Purchase Official Site Brand Product Purchase Black Friday Call to Action Call to Action Promotion Call to Action Product Quality Promotion New Call to Action Product Style/Kind Call to Action Style/Kind Official Site Now Product Orders
  • Mass Merchants: PC Insights  Ad quality is less compelling on PCs when phrases including „holiday‟ are used in the title and description.  Having „Online‟ in PC Ad Descriptions significantly increases ad quality. -60% -40% -20% 0% 20% 40% 60% 80% 100% 120% % Off Brand Call to Action Clothing Condition DKI Form Free Free Shipping Now Official Site Orders Param Insertion Price Point Product Promotion Purchase Quality Resource Service Sport Style/Kind Value PC Title -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% % Off Brand Call to Action Clothing Condition DKI Form Free Free Shipping Now Official Site Orders Param Insertion Price Point Product Promotion Purchase Quality Resource Service Sport Style/Kind Value PC Description
  • Mass Merchants – Top Combos by Device PC ad quality is significantly heightened when ‘Official Site’ and ‘Clothing’ are used together. The Ad Quality is strong with this combination across devices, but is the strongest when used on Tablet Ad Copy. PC Title Description Official Site Clothing Style/Kind Clothing Purchase Price Point Condition Promotion Condition Purchase Tablet Title Description Official Site Clothing Style/Kind Clothing Official Site Style/Kind Purchase Param Insertion Purchase % Off Mobile Title Description Official Site Clothing Style/Kind Clothing Purchase Style/Kind Official Site Style/Kind Style/Kind Style/Kind
  • Mass Merchants – Head/Torso/Tail ‘Purchase’ pairings yield significantly high Ad Quality for Mass Merchant’s Tail terms. Head Title Description Official Site Clothing Style/Kind Clothing Condition Promotion Condition Purchase Purchase Param Insertion Torso Title Description Clothing Param Insertion Clothing % Off Brand Clothing Clothing Product Clothing Clothing Tail Title Description Purchase Promotion Purchase Quality Purchase Call to Action Purchase Brand Purchase Service
  • Home & Garden: PC Insights  Ad quality is less compelling on PCs when „Free Shipping‟ or „Service‟ are used in the Title, however both indexed well when used in the Description. -100% -50% 0% 50% 100% 150% 200% 250% 300% % Off Black Friday Brand Cyber Monday Food Free Shipping Furniture Gift(s) Holiday Now Official Site Product Promotion Purchase Quality Resource Service Size Style/Kind Value Venue Web PC Title 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% % Off Black Friday Brand Cyber Monday Food Free Shipping Furniture Gift(s) Holiday Now Official Site Product Promotion Purchase Quality Resource Service Size Style/Kind Value Venue Web PC Description
  • Home & Garden – Top Combos by Device Across all devices, ‘Venue’ pairings yield significantly high Ad Quality. The combination of ‘Venue’ with ‘Purchase’ on Mobile targeted ad copy is the least frequently used but highest indexing ad quality. Mobile Title Description Venue Purchase Venue Product Venue Style/Kind Promotion Web Resource Now Tablet Title Description Venue Free Shipping Venue Service Venue Brand Venue Value Venue Product PC Title Description Venue Now Venue Free Shipping Venue Service Venue Brand Venue Purchase
  • Home & Garden – Head/Torso/Tail With the exception of Tail terms, ‘Venue’ is still a strong pairing for Home and Garden ad copy. For Torso terms, ‘Brand’ with ‘Official Site’ has the highest indexing Ad Quality but is used less frequently relative to other combinations. Head Title Description Venue Resource Brand Venue Venue Purchase Venue Free Shipping Venue Service Torso Title Description Brand Official Site Venue Furniture Brand Gift Brand Furniture Size Quality Tail Title Description Brand Service Brand Value Style/Kind Brand Style/Kind Free Shipping Product Size
  • Flowers/Candy/Gifts: PC Insights  Ad quality indexes negatively on PCs when phrases using „Value,‟ „Profession,‟ or „Free Shipping‟ are used in the title. „Profession‟ relative to other variables indexes lower for description.  Dynamic Keyword Insertion (DKI) yields higher ad quality in general when used in titles or descriptions. -150% -100% -50% 0% 50% 100% 150% 200% 250% 300% % Off Brand Call to Action Clothing Create DKI Food Free Free Shipping Gift(s) Holiday Now Online Product Profession Promotion Purchase Quality Service Style/Kind Value Web PC Title -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100% % Off Brand Call to Action Clothing Create DKI Food Free Free Shipping Gift(s) Holiday Now Online Product Profession Promotion Purchase Quality Service Style/Kind Value Web PC Description
  • Flowers/Candy/Gifts – Top Combos by Device ‘Gift(s)’ pairings yield significantly high ad quality when used on Tablet, but not other devices. ‘Call to Action’ paired with ‘Now’ yields ad quality above and beyond other PC pairings but is used less frequently. PC Title Description Call to Action Now Promotion NoVar Service Gift(s) DKI Create NoVar Value Mobile Title Description Product Food Product Quality Product Gift(s) Style/Kind Product Gift(s) Product Tablet Title Description Gift(s) Now Gift(s) Product Gift(s) Value Gift(s) Brand DKI Value
  • Flowers/Candy/Gifts – Head/Torso/Tail The top 4 Head term combinations listed are less frequently used relative to other combinations, but yield the highest ad quality. ‘Purchase’ paired with ‘Promotion’ used in Ad Copy yields ad quality above and beyond that of any other relative pairing for the Tail terms. Head Title Description Style/Kind Value Call to Action Now Now Promotion Brand Promotion Gift(s) Value Torso Title Description DKI Purchase Service Gift(s) Gift(s) Holiday Gift(s) Brand Quality Style/Kind Tail Title Description Purchase Promotion DKI Quality Product Create Style/Kind Holiday Gift(s) Style/Kind
  • TEST Testing is critical to understanding your Ad Copy performance across devices, categories, and time periods. Key Takeaways USE ANNOTATIONS Understand the value of Sitelink lift and impact it could have on an entire account. Implement and iterate. SCALABLE EXECUTION Develop a framework for understanding clickability of ads and executing top performers scalably.
  • Thank you!
  • Appendix
  • Details on Variables Due to the large number of ads analyzed and a significant amount of words/phrases surfaced, Phrases/Variables analyzed were sometimes bucketed. “Promotion” includes words such as “sales”, “low prices”, “deals” “Product” includes a specific product in the sub- vertical, such as “Clothes, Swimwear, Shoes, Watches” for Apparel and Accessories sub-vertical. Others could be synonyms or same intent. E.g. “Brand” includes all major brand in the sub- vertical Most buckets mirror the variation of the phrase itself, e.g. plurals, different tense, etc.