The PPC  AdDoctors Are In! #PPCaddoctors                 trada.com
#PPCaddoctors                trada.com
Rob Lenderman,Co-Founder, BoostCTR    @boostctr   Anna Sawyer, Marketing Manager @annafsawyer                       trada....
Why do we need   great ads?Rob Lenderman: @BoostCTR                  trada.com                           Anna Sawyer: @ann...
There are a                              lot of ads on                              a search                              ...
Structure success: ad groupsRob Lenderman: @BoostCTR                      trada.com                               Anna Saw...
Starting with                           small, thematically                           relevant ad groups                  ...
Ad groups are groups of   keywords that share a    common set of ads.                            Looking for Stethoscopes?...
Start by organizing your    keywords into small,    relevant ad groups.                             product            the...
Try targeting points in the  sales funnel to get inside the head of the searcher!                               product   ...
The sales funnel:                                         Research                            Price/Feature Comparison    ...
Looking for Stethoscopes?                                        I need something to  See our styles: Cardio, IM, RN  Live...
Build your ad groups around points in the sales          funnel.                              Looking for Stethoscopes?   ...
Differentiate yourself!Rob Lenderman: @BoostCTR                    trada.com                             Anna Sawyer: @ann...
Type your                              keywords                              into a search                              en...
Based on your competitive research,   determine howyou can stand out.                             price                   ...
If your competitors are   writing ads about price,         offer great        selection or          service.              ...
How else can you         differentiate?         testimonial/warranty    Premium Stethoscopes                              ...
Get emotional.Rob Lenderman: @BoostCTR                  trada.com                           Anna Sawyer: @annafsawyer
Use compelling,   emotionally-charged   language to increaseclick-through rates.                          massive selectio...
The anatomy of a great adRob Lenderman: @BoostCTR                      trada.com                               Anna Sawyer...
A great ad has many          elements.                           compelling            calls-to                           ...
Conversational headlines     attract attention.                             Looking for Stethoscopes?                     ...
Calls-to-action tell a     user what to expect       when she clicks!                              Looking for Stethoscope...
An offer or discount can     stand out against         the crowd.                             Looking for Stethoscopes?   ...
Title casing is proven           to improve      click-through rate.                              Looking for Stethoscopes...
Create a sense of urgency     with promotions      and end dates.                             Looking for Stethoscopes?   ...
Never stop testing!Matt Hessler: @fasterstill                                    trada.com                                ...
Paid search is an incredibly powerful message-testing         platform.                                 Test your ads     ...
Depending on your       spend, test up to        4 ads/ad group.                           Looking for Stethoscopes?      ...
Right away, you’ll beable to see which ads    perform best.                           Check for                         th...
Use what you learn. If thewinning messages worked  for PPC, they’ll work  across channels.                              em...
Don’t stop testing!                        Allow ads to run                         until you have a                      ...
In review:             trada.com
Get organized first with small, relevant             ad groups.Try building ad groups to target stages           in the sal...
Find a way to be different from your            competitors.                                       trada.com
Use emotional, powerful language.                                    trada.com
Use emotional, powerful language.                                    trada.com
Keep testing ad copy!                        trada.com
@boostCTR                                @annafsawyer               Time for questions!For more information or to schedule...
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[WEBINAR] PPC Ad Doctors Webinar

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Industry ad experts Trada and BoostCTR show you how to cure your campaign of sickly ad copy - and beat your competitors in PPC with compelling, clickable ads.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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[WEBINAR] PPC Ad Doctors Webinar

  1. 1. The PPC AdDoctors Are In! #PPCaddoctors trada.com
  2. 2. #PPCaddoctors trada.com
  3. 3. Rob Lenderman,Co-Founder, BoostCTR @boostctr Anna Sawyer, Marketing Manager @annafsawyer trada.com
  4. 4. Why do we need great ads?Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  5. 5. There are a lot of ads on a search results page. You need to figure out how to get a user to click on yours.Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  6. 6. Structure success: ad groupsRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  7. 7. Starting with small, thematically relevant ad groups is the best way to get a good Quality Score and place a highly targeted ad in front of a user.Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  8. 8. Ad groups are groups of keywords that share a common set of ads. Looking for Stethoscopes? 2011 Best Stethoscopes All Styles on Sale: Cardio, IM, RN Huge Selections - Compare & Save On Safe & Secure with Free Shipping Top-Rated Stethoscopes Now! tradamedicalsupplies.com/stethoscopes tradamedicalsupplies.com/stethoscopes Professional Stethoscopes Stethoscope Reviews Compare Types of Stethoscopes Huge Selections - Compare & Save On Qualified orders over $25 ship free Top-Rated Stethoscopes Now! tradamedicalsupplies.com/stethoscopes tradamedicalsupplies.com/stethoscopes ad group: stethoscopes compare stethoscopes stethoscope reviews best stethoscope 2011 stethoscope reviewsRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  9. 9. Start by organizing your keywords into small, relevant ad groups. product theme concept terminology point in tail size sales funnelRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  10. 10. Try targeting points in the sales funnel to get inside the head of the searcher! product theme concept terminology point in tail size sales funnelRob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
  11. 11. The sales funnel: Research Price/Feature Comparison DirectRob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
  12. 12. Looking for Stethoscopes? I need something to See our styles: Cardio, IM, RN Live Agent Ready for your Questions help me listen to hearts! tradamedicalsupplies.com/stethoscopes 2011 Best Stethoscopes Huge Selections - Compare & Save On I’m determining which Top-Rated Stethoscopes Now! tradamedicalsupplies.com/stethoscopes stethoscope to buy. Littman Stethoscopes All models of Littman Cardiology I want a Littmann Cardiology Stethoscopes. Free Shipping! 3 stethoscope tradamedicalsupplies.com/littman-stethoscopesRob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
  13. 13. Build your ad groups around points in the sales funnel. Looking for Stethoscopes? 2011 Best Stethoscopes All Styles on Sale: Cardio, IM, RN Huge Selections - Compare & Save On Safe & Secure with Free Shipping Top-Rated Stethoscopes Now! tradamedicalsupplies.com/stethoscopes tradamedicalsupplies.com/stethoscopes Professional Stethoscopes Stethoscope Reviews Compare Types of Stethoscopes Huge Selections - Compare & Save On Qualified orders over $25 ship free Top-Rated Stethoscopes Now! tradamedicalsupplies.com/stethoscopes tradamedicalsupplies.com/stethoscopes ad group: stethoscopes, price/feature comparison compare stethoscopes stethoscope reviews best stethoscope 2011 stethoscope reviewsRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  14. 14. Differentiate yourself!Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  15. 15. Type your keywords into a search engine. What are your competitors promising?Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  16. 16. Based on your competitive research, determine howyou can stand out. price shipping deals huge selection secure download trada.com
  17. 17. If your competitors are writing ads about price, offer great selection or service. price/offer Discount Stethoscopes Lowest Prices on Stethoscopes Bulk Saves 20%. Offer Ends Soon! tradamedicalsupplies.com/stethoscopes selection/service Every Type of Stethoscope Massive Selection, Free Returns Award-Winning Customer Service. tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  18. 18. How else can you differentiate? testimonial/warranty Premium Stethoscopes “I Loved the Selection and Price!” Lifetime Warranty, 100% Guaranteed tradamedicalsupplies.com/stethoscopes free shipping Looking for Stethoscopes? Browse our Virtual Warehouse Free Shipping and Returns tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  19. 19. Get emotional.Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  20. 20. Use compelling, emotionally-charged language to increaseclick-through rates. massive selection incredible deals offer ends soon rock-bottom prices trada.com
  21. 21. The anatomy of a great adRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  22. 22. A great ad has many elements. compelling calls-to copy action a standout targeted offer messaging a sense of title casing urgencyRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  23. 23. Conversational headlines attract attention. Looking for Stethoscopes? Massive Selection, Lowest Prices Shop Now for 20% Off. Offer Ends Soon! tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  24. 24. Calls-to-action tell a user what to expect when she clicks! Looking for Stethoscopes? Massive Selection, Lowest Prices Shop Now for 20% Off. Offer Ends Soon! tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  25. 25. An offer or discount can stand out against the crowd. Looking for Stethoscopes? Massive Selection, Lowest Prices Shop Now for 20% Off. Offer Ends Soon! tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  26. 26. Title casing is proven to improve click-through rate. Looking for Stethoscopes? Massive Selection, Lowest Prices Shop Now for 20% Off. Offer Ends Soon! tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  27. 27. Create a sense of urgency with promotions and end dates. Looking for Stethoscopes? Massive Selection, Lowest Prices Shop Now for 20% Off. Offer Ends Soon! tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  28. 28. Never stop testing!Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  29. 29. Paid search is an incredibly powerful message-testing platform. Test your ads Get immediate data Use what you learn Keep testing trada.com
  30. 30. Depending on your spend, test up to 4 ads/ad group. Looking for Stethoscopes? Massive Selection, Lowest Prices Shop Now for 20% Off. Offer Ends Soon! tradamedicalsupplies.com/stethoscopes Looking for Stethoscopes? Massive Selection, Lowest Prices Bulk Saves 20% Off. Offer Ends Soon! tradamedicalsupplies.com/stethoscopes Looking for Stethoscopes? Massive Selection, Lowest Prices 100% Satisfaction Guaranteed tradamedicalsupplies.com/stethoscopes Looking for Stethoscopes? Massive Selection, Lowest Prices Free Shipping and Easy Returns tradamedicalsupplies.com/stethoscopesRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  31. 31. Right away, you’ll beable to see which ads perform best. Check for these metrics: Click-through rate (CTR) Conversion rate Quality Score trada.com
  32. 32. Use what you learn. If thewinning messages worked for PPC, they’ll work across channels. email inbound marketing Facebook display SEO trada.com
  33. 33. Don’t stop testing! Allow ads to run until you have a solid data set. Replace the two least- performing ads with new ones. Rinse, repeat! Forever. trada.com
  34. 34. In review: trada.com
  35. 35. Get organized first with small, relevant ad groups.Try building ad groups to target stages in the sales funnel. trada.com
  36. 36. Find a way to be different from your competitors. trada.com
  37. 37. Use emotional, powerful language. trada.com
  38. 38. Use emotional, powerful language. trada.com
  39. 39. Keep testing ad copy! trada.com
  40. 40. @boostCTR @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com
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