New Creative Adwords Ad Copy Strategies by Jon Rognerud

Writing & Testing Ad Copy - Connecting With Your Customers From the Very Start PPC Summit Chicago Nov 5, 2009 Jon Rognerud Founder, ChaosMap.com [email_address]

Agenda
Ad & Copywriting Secrets
Story / Background
Analytical (out?) – Creative (in!)
5 Key Steps: Ad Copy Success Formula (Ads to Landing Pages)
Tips to unleash your creative mind
--
Adwords Copy / Techniques
Use SEO to Help PPC
1 Final Secret To Remember
Power Tools
Resources

What ad headlines and ad copy create most clicks (ie. Action)?
What kind of image (pictures) use gets the most attention?
What landing pages sells the most merchandise?
What types of ad copy – in both ads and landing pages are the most effective in selling your product or service?
Originally: The Discovery of ”Facts” Opinions Are Easy, Facts are Hard:

Got Milk?
Where’s the Beef?
We Try Harder
Just Do It.
SO - How much time do you spend thinking about your ad copy and strategy?
Velocity of Words Move Product Madison Avenue writes:

THINK... "On the average, 5 times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90% of your money.” -- David Ogilvy - World famous advertising executive, best-selling author. “ Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -- John Wanamaker

Just Making Sure: Shackleton’s Power Ad
Start with the END GOAL in mind (What is yours?)
What works
See Picture on right
What doesn’t
Not relevant
No call to action
Not matching keywords
Different Strategies
Search Network vs.
Content Network (about, nytimes, etc)
Background / Intro “ Men Wanted – For hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful - honor and recognition in case of success” -- Ernest Shackleton

AD Copywriting: ”The Golden Assets”
WHAT YOU HAVE TO WORK WITH: THE AD STRUCTURE (Google)
Head: Headline (Draw, Create Attention) (25)
Line1: Benefit Statement (Build Interest) (35)
Line2: Decision Statement (Click, But Why?) (35)
Display URL : Action page (Do it: Click!) - keyword rich (35) (also local targeting)

Key 1: Are they qualified?
Keywords (lists, costs/bid, traffic)
Market Research
Competitive Research
Trends
Copy Ideas
Competitive vs non-competitive market places
Magazines (Cosmopolitan)
TV, Radio
Save your (spam) “door” (earth) mail
Social Media Headlines and Popular Stories (Ex: Digg)
Be Remarkable (humor, shock-value, rhyming, etc)
Don’t forget image ads and ideas to generate
Answer the searchers question – 90% are in “info search mode”

Key 2: Do you understand and know their mindset?
Aspirin commercials
Connect
Communicate
Empathize
Sympathize
“ YES, I understand you!
I’ve been there, I feel your pain”

Key 3: Are you educating them further?
There is a solution, and we have it
Product or service re-iterated
New, different, benefit driven
Proof statements
Free downloadable case studies
Whitepapers
“ Benefits” (more) & “Features” (less)

Key 4: Can you sensitize (sell) the copy?
“ Salt Into the Wound” thinking and:
Free Shipping
Guarantees
“ Freemiums” – Push the Freeline
Scarcity ( supply & demand )
Product benefits, features
Price Points
Return Policy
Special incentives (coupons, rebates, etc)
Testimonials

Key 5: Take action – ”CALL TO ACTION”!
It’s really as “simple” as this? (Problem. Solution.)
Here’s What I Have (“pull them in”)
Here’s What It Can Do For You (“and prove your case”)
Here’s What To Do Next (“you must act…now”)
Examples:
Learn More
Click Now
Read the details
Download Now
Ready Now, etc
TEST: Have a friend, an existing customer, family member read your ads (watch their response). If they stumble, it’s your fault.

Caples - Headline Formula Tips / Starters
Begin your headline with “Introducing”
Begin your headline with “Announcing”
Begin headline with word “New”, “Now”, “At Last”
Put a date into your headline (Special events, time-based)
Feature the price in the headline
Feature reduced price in the headline
Feature an easy payment plan
Free Offer
Tell a story – complete via landing page (peek interest)
Begin with “How to…”, “How”, “Why”, “Which”, “Who else?”, “Wanted”, “If”, “Advice”
A testimonial style headline
Offer reader a test
Warn reader to delay buying
Address headline to a specific person or group
Ask a question
Benefits via facts and figures
Summary? i) Reader benefits , ii) News, iii) Curiosity

SIMPLE VERSION: Get Creative
Jogging
Walking
Showering
Playing Music
Barnes Noble Mag Rack
Listen
Observe
Be curious
Ask questions
Problem solve
Make connections!

HARD CORE VERSION: Get Your Creative Mind ”TURNED ON 100% All The Time”
Have you seen “Surviving Disaster” with Cade Courtley?
What do these four quadrants have to do with creative thought process and seeds for ongoing creative “juice”?
Answer: Learn from the NAVY Seals
The white phase of awareness can almost be compared to the that of a “zombie”.
The yellow phase of awareness a person is semi-alert, most of the time.
The red phase of awareness indicates a person is very alert. All the time.
The black phase of awareness is known as “kill” phase. Constant Jolt-Cola State!

Ad Copy Tactics
Repeated theme for the day: Plan, build & Test, Test, Test!
Test not only headlines, but ad/body copy
Think about GEO Targeting (a “5 th ” line to the copy)
Try numbers, and different symbols
Quotes in the headline
Quality Score is not necessarily your “ultimate” goal. What?
Impressions
Clicks (CTR!)
Bid Management
Conversions
Is DKI (dynamic keyword insertion) the solution?
Negative Keywords
Affiliate Marketing with URL only
Google Slapped? (See what’s next!)
Other Ad platforms: Facebook, MySpace, StumbleUpon

Google Slapped Nomore!
Original content, relevant content from ads to pages
User & search friendly - professional
About us
Contact us w/form
Embed Video
Images use
Privacy policy, terms of service
3-4 articles (pay someone or create yourself, unique!)
SEO Friendly Landing Pages - 1

Google Slapped Nomore, Baby!
Sitemap, well organized
A Blog is great, RSS feeds, etc
Clean IP, good hosting
Fast Loading Pages
Buy expired domains 1-2 years old (history)
Apply Analytics, and track keywords and movement
Webmaster Tools Tag - verify site - set preferred domain
Apply social tags - socialthis.com – help distribute
Continue to build links

Google Slapped Nomore, Man!
Utilize basic, but important SEO OnPage Techniques:
TITLE with keyword use - targeted
DESCRIPTION to read like an “ad”
(Forget KEYWORD tag)
H1 (do not over-optimize from TITLE)
Body copy (sprinkle kws naturally)
ALT attributes
Keywords in URL
Build external links with keywords in anchor text
Get more links from diverse domains, think quality

Be Different. Content Network – Interruption Driven The Google content network reaches 80% of unique internet users in over 100 countries and 20 languages on hundreds of thousands of sites across the web – Examples: # Arts & Humanities # Automotive # Business # Entertainment # Food & Cooking # Health & Fitness # Home & Garden # Local # Men's Interest # Music …..

Ad Copy Tips
Keyword in headline
Benefit driven ad - tie to emotional stories
Clear, strong call to action - Free download, Get it now, Sign up now, etc.
Capitalization of first letter words (Propercase)
Same for URLs w /<keyword>
Questions are good – tie to industry/world events also
Numbers and Characters
Testimonies, social proof
Test Headline Clickthru’s with BudURL & Twitter (live feeds)
Conversion tracking & Web Optimizer (for A/B Landing pages)
TEST, TEST, TEST!

Power Tools
WordStream
Market Samurai
SpeedPPC
SpyFu
AdwordAccelerator
Google Keyword Tools / Traffic & Bids Estimator
Ad Text Generator
Adwords Editor
AdGoroo
Acquisio (management)
Keyword Elite (and track changes in competitive ads)

Appendix / Resources
Scientific Advertising (Claude Hopkins)
Tested Advertising Methods (Caples) *
Web Copy That Sells (Maria Veloso)
The Irresistible Offer (Joyner)
The Psychology of Persuasion (Cialdini)
SEE ALSO:
E-myth Revisited (Gerber)
Permission Marketing, Purple Cow (Seth Godin)
Blue Ocean Strategy (Chan Kim)
American Writers & Artists Inc. - awaionline.com

The 1 Final Secret For (Adcopy) Success! “ Whatever Your Mind Can Conceive & Believe, it can Achieve” -- Napoleon Hill

Thank You! Jon Rognerud Founder, ChaosMap.com [email_address] twitter.com/jonrognerud http://seostarter.chaosmap.com

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New Creative Adwords Ad Copy Strategies by Jon Rognerud

by Jon Rognerud on Nov 29, 2009

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New Creative Adwords Ad Copy Strategies by Jon Rognerud — Presentation Transcript