How You Can Write Killer Ad Copy

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How You Can Write Killer Ad Copy?
This is the slidedeck of the presentation I gave at SMX Sydney 2009 to a mixed audience of half beginners, half advanced PPC search marketers. Good fun.

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  • How You Can Write Killer Ad Copy

    1. 1. How You Can Write Killer Ad Copy SMX Sydney 2009 Lucas Ng
    2. 2. Let’s Begin with Google’s Guidelines to Writing Ad Copy
    3. 3. Google Guideline #1
    4. 4. Use the Keywords
    5. 5. Use the Keywords (Keywords get 50% more clicks)
    6. 6. Use Keywords. Get Bold. <ul><li>Look at this widget </li></ul><ul><li>Look at the widget . </li></ul><ul><li>The widget stands out! </li></ul><ul><li>www.generic.com.au </li></ul>Find Something Look at something. Something doesn’t stand out. www.generic.com.au
    7. 7. Google Guideline #2
    8. 8. Use Prices and Promotions
    9. 9. Use Prices and Promotions <ul><li>Overnight Shipping! </li></ul><ul><li>Spend $100, Get Free Bonus </li></ul><ul><li>Half Yearly Run Out Sale </li></ul>
    10. 10. Add the Price or Promotion <ul><li>Look at this widget </li></ul><ul><li>Buy this widget for $49, </li></ul><ul><li>Get free shipping, today only. </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    11. 11. Google Guideline #3
    12. 12. Use a Strong Call-To-Action
    13. 13. Use a Strong Call-To-Action (The Triple Threat)
    14. 14. A Strong Call-To-Action: Increases CTR
    15. 15. A Strong Call-To-Action: Sets Customer Expectations
    16. 16. A Strong Call-To-Action: Increases Conversion Rate
    17. 17. Use a Strong Call-To-Action <ul><li>Get More Information! </li></ul><ul><li>Buy Now! </li></ul><ul><li>Subscribe Today! </li></ul>
    18. 18. Add a Strong Call-To-Action <ul><li>Buy this widget </li></ul><ul><li>Buy this widget for $49, </li></ul><ul><li>Sign up today and get free shipping </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    19. 19. Google’s Killer Ad Copy Guidelines <ul><li>Use the Keywords </li></ul><ul><li>Use Prices and Promotions </li></ul><ul><li>Use a Strong Call-To-Action </li></ul>
    20. 20. What Else is there to Writing Killer Ad Copy ?
    21. 21. Capitalises the First Letter of Each Word (Well, almost every word)
    22. 22. Capitalises t he First Letter of Each Word <ul><li>Title Case Ad </li></ul><ul><li>Everything is Capitalised Except </li></ul><ul><li>Articles, Preps & Conjunctions. </li></ul><ul><li>CTR: 3.28% </li></ul><ul><li>Conversion Rate: 2.4% </li></ul>Lower Case Ad Only the first words in this ad were capitalised. CTR: 2.60% Conversion Rate: 1.2%
    23. 23. Capitalises t he First Letter of Each Word <ul><li>Buy this Widget </li></ul><ul><li>Buy this Widget for $49, </li></ul><ul><li>Sign Up Today and Get Free Shipping </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    24. 24. Understands the Audience (What is the audience profile and behaviour?)
    25. 25. Who is Searching? (What age, gender, geolocation?)
    26. 26. Who is it for? (Is it for themselves? Someone else?)
    27. 27. Why are they Searching? (What has triggered their search process?)
    28. 28. Who Else is Influencing the Searcher? (Does the wife have the final say?)
    29. 29. How are They Searching? (Consider language)
    30. 30. Understands the Audience (What is the audience profile and behaviour?)
    31. 31. Understands the Audience <ul><ul><li>Crocodile Hunter’s Deadly Dive </li></ul></ul><ul><ul><li>Crocodile Hunter Dead </li></ul></ul><ul><ul><li>Crocodile Man Killed </li></ul></ul><ul><ul><li>Steve Irwin Dead </li></ul></ul>
    32. 32. Understands the Audience <ul><ul><li>Steve Irwin Dead </li></ul></ul><ul><ul><ul><li>#1 news site for 1 st time in 2 years </li></ul></ul></ul><ul><ul><ul><li>+14,000 diggs </li></ul></ul></ul><ul><ul><ul><li>808 external links </li></ul></ul></ul>
    33. 33. Understands the Audience <ul><li>Don’t Buy this widget </li></ul><ul><li>This widget really sucks, </li></ul><ul><li>Please don’t come to our site. </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    34. 34. Understands the Audience <ul><ul><li>Marketingexperiments.com </li></ul></ul><ul><ul><ul><li>Tested 5 Ads </li></ul></ul></ul><ul><ul><ul><li>21.5% better vs. 2nd best ad </li></ul></ul></ul><ul><ul><ul><li>121% better vs. worst </li></ul></ul></ul>
    35. 35. Killer Ad Copy Differentiates from the Rest (Killer ad copy doesn’t copy other copy)
    36. 36. Killer Ad Copy Differentiates from the Rest (In two ways)
    37. 37. Killer Ad Copy Uses a Unique Selling Proposition (That’s a USP, folks)
    38. 38. Is Your Widget Cheaper?
    39. 39. Is Your Widget Harder?
    40. 40. Is Your Widget Faster?
    41. 41. Is Your Widget Better?
    42. 42. Is Your Widget Stronger?
    43. 43. Does Your Widget Ship Faster?
    44. 44. Does Your Widget Last Longer?
    45. 45. Do Your Widgets Come in a Wider Variety?
    46. 46. Differentiates With a USP <ul><li>Buy the Fastest Widget </li></ul><ul><li>Buy the Fastest Widget for $49, </li></ul><ul><li>Sign Up Today and Get Free Shipping </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    47. 47. Killer Ad Copy is highly relevant to your Landing Page (Verify language with 3 rd party source)
    48. 48. Killer Ad Copy Uses a Psychological Trigger (There are over 30 of them!)
    49. 49. Sense of Urgency Hurry, this Offer only Valid for Five Minutes
    50. 50. Desire to Collect Hello Kitty, Snoopy, Pokemon, Beanie Babies
    51. 51. Desire to Belong Body image, Apple fans,
    52. 52. Exclusivity Be One of 50 Owners of this Limited Run Widget
    53. 53. Instant Gratification See Results Immediately!
    54. 54. Find a Psychological Trigger <ul><li>Buy the Fastest Widget </li></ul><ul><li>Still Fat? Get Fit with $49 Widget , </li></ul><ul><li>Sign Up Today and Get Free Shipping </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    55. 55. Killer Ad Copy … also Filters Clicks (Qualify Your Leads)
    56. 56. Filter Clicks : Qualify Your Leads in Four Ways <ul><li>Buy the Fastest Widget </li></ul><ul><li>Still Fat? Get Fit with $49 Widget , </li></ul><ul><li>Sign Up Today and Get Free Shipping </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    57. 57. Killer Ad Copy… is a Continual Process (Of test, refine, test)
    58. 58. Test, Refine, Test! <ul><li>Buy the Fastest Widget </li></ul><ul><li>Still Fat? Get Fit with $49 Widget , </li></ul><ul><li>Sign Up Today & Get Free Shipping! </li></ul><ul><li>www.generic.com.au </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    59. 59. Test, Refine, Test! <ul><li>Buy the Fastest Widget </li></ul><ul><li>Still Fat? Get Fit with $49 Widget , </li></ul><ul><li>Sign Up Today & Get Free Shipping! </li></ul><ul><li>www.Generic.com.au/ Widget </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    60. 60. Test, Refine, Test! <ul><li>Buy the Fastest Widget </li></ul><ul><li>Still Fat? Get Thin with $49 Widget </li></ul><ul><li>Sign Up Today & Get Free Shipping! </li></ul><ul><li>www.Generic.com.au/ Widget </li></ul>Look at something Look at something. Something doesn’t stand out. www.generic.com.au
    61. 61. Test, Refine, Test. <ul><li>Buy the Fastest Widget </li></ul><ul><li>Still Fat? Get Thin with $49 Widget </li></ul><ul><li>Sign Up Today & Get Free Shipping! </li></ul><ul><li>www.Generic.com.au/ Widget </li></ul>Look at this widget Look at the widget. The widget stands out! www.generic.com.au
    62. 62. Test for Success You Must Always be Testing New Ad Copy
    63. 63. Got Ad Constipation? Can’t Write a New Ad?
    64. 64. Got Ad Constipation? Look at Other Industries – Which Ads Stand Out?
    65. 65. Got Ad Constipation? Look at the Competition Overseas
    66. 66. Got Ad Constipation? Try Twitter
    67. 67. Got Ad Constipation? Try Magazine Covers whosdatedwho.com/magazines
    68. 68. Got Ad Constipation? Steal from your Sales Team
    69. 69. Killer Ad Copy <ul><li>Uses Keywords </li></ul><ul><li>Uses Prices & Promotions </li></ul><ul><li>Uses a Strong Call-To-Action </li></ul><ul><li>Capitalises the First Letter </li></ul><ul><li>Understands the Audience </li></ul>
    70. 70. Killer Ad Copy <ul><li>Differentiates </li></ul><ul><li>Is Highly Relevant to the Landing Page </li></ul><ul><li>Uses a Psychological Trigger </li></ul><ul><li>Filters Clicks </li></ul><ul><li>Is a Continual Process of Testing and Refining </li></ul>
    71. 71. Thank You Tweet me @lucasng I would love your feedback!

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