Test that Ad - SMX Advanced 2010

by Elizabeth Marsten on Jun 30, 2010

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Presentation from the June 2010 SMX Advanced conference in Seattle, WA from the paid search track session: Test that Ad!

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Presentation from the June 2010 SMX Advanced conference in Seattle, WA from the paid search track session: Test that Ad!

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Test that Ad - SMX Advanced 2010 — Presentation Transcript

Test that Ad! “ One finds limits by pushing them.” -Herbert Simon

Caution! Testing in Progress.

MSN AdCenter

Use capitalization in headlines- while the entire headline can’t all be done in caps, words sure can.

More MSN AdCenter

Want to use “FREE FREE FREE”?

No problem.

Look Mom! FREE!

Facebook & AdCenter

Facebook is a publisher partner of AdCenter – which means that AdCenter ads are showing on Facebook pages.

Which also means that whatever format or messaging you’re using in AdCenter, it shows up the same on Facebook.

Hey look! SHOP!

Show More for Less on Facebook

MSN doesn’t allow for specific publisher placements.

Exclude those less relevant publishers as much as possible with publisher performance reports.

Chances of showing up on Facebook with “enhanced” ads increases.

Some MSN Property URLs to Consider Excluding

scout.com (MSN’s Fox Sports partner)

msn.foxsports.com

music.msn.com

realestate.msn.com

tv.msn.com

today.msnbc.msn.com

mail.live.com

advertising.microsoft.com

lifestyle.msn.com

local.msn.com

Facebook Ads

Stricter editorial guidelines for capitalization and grammar.

Longer body text at 135 characters

It’s Good to be Friends

Dynamic Insertion in Display URLs

Insert a dynamic keyword at the end: www.examplesite.com/{keyword:woo-hoo}

Use all caps to really make it pop {KEYWORD}

The shorter the URL the better, drop the “www” for example.

Separate words with a “+”

Be Dynamic!

Fun with Site Links

Google’s new ad format with up to 10 links at 35 characters apiece.

35 characters, hmmmm….

You sell:

Books, movies and music

Your site links could be:

Make You Sound Smart Books

Movies that Explode with Awesome

Shake You All Night Long Music

Break it down further

You sell: books

Your site links could be:

Swoon-Worthy Romances

Mayhem & Murder

Can You Solve it Mysteries

Set Your Kitchen on Fire Recipes

You sell:

Weight loss shakes

Your site links could be:

Why am I so fat?

It’s Genetic.

My Spouse is Fat. Help!

I Can’t Live Without Bacon.

Take it One Step too Far

Stalk them with Remarketing

Another recent feature from AdWords on the Content Network this year.

Set up a couple of remarketing lists and a custom combination and get the ones that got away!

For example: targeting users that put an item in their cart, reach the checkout page and bail.

Create a Remarketing List

Create a Custom Combination

Now totally freak them out

Display Ad Builder

Google’s adding more and more templates to help you create display ads for the content network.

You can upload any picture that’s yours…

So why wouldn’t you make it interesting to stand out a bit?

Sports Drink?

Ink & Toner Cartridges?

And now for something completely different…

Talk Jock

Exploit Popular Movie Lines

Ready? Set, Go!

The Emotional Response

Just for Men

Test that Ad - SMX Advanced 2010

by Elizabeth Marsten on Jun 30, 2010

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Test that Ad - SMX Advanced 2010 — Presentation Transcript