[WEBINAR] PPC Ad Doctors Webinar
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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. ...

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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  • 1. The PPC AdDoctors Are In! #PPCaddoctors trada.com
  • 2. #PPCaddoctors trada.com
  • 3. Rob Lenderman,Co-Founder, BoostCTR @boostctr Anna Sawyer, Marketing Manager @annafsawyer trada.com
  • 4. Why do we need great ads?Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  • 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. Structure success: ad groupsRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  • 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. 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. 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. 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. The sales funnel: Research Price/Feature Comparison DirectRob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
  • 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. 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. Differentiate yourself!Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  • 15. Type your keywords into a search engine. What are your competitors promising?Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  • 16. Based on your competitive research, determine howyou can stand out. price shipping deals huge selection secure download trada.com
  • 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. 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. Get emotional.Rob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  • 20. Use compelling, emotionally-charged language to increaseclick-through rates. massive selection incredible deals offer ends soon rock-bottom prices trada.com
  • 21. The anatomy of a great adRob Lenderman: @BoostCTR trada.com Anna Sawyer: @annafsawyer
  • 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. 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. 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. 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. 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. 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. Never stop testing!Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  • 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. 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. 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. Use what you learn. If thewinning messages worked for PPC, they’ll work across channels. email inbound marketing Facebook display SEO trada.com
  • 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. In review: trada.com
  • 35. Get organized first with small, relevant ad groups.Try building ad groups to target stages in the sales funnel. trada.com
  • 36. Find a way to be different from your competitors. trada.com
  • 37. Use emotional, powerful language. trada.com
  • 38. Use emotional, powerful language. trada.com
  • 39. Keep testing ad copy! trada.com
  • 40. @boostCTR @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com