This SlideShare covers the latest techniques shared by advertising experts. Many advertisers primarily focus on creative copy for their headlines and description lines, but much more can be done to improve your user experience and messaging (e.g. extensions, device adaptations, dynamic text, etc.). Need More Info About Ads? Get "The Marketer’s Guide to Display Advertising On Google, Facebook, and LinkedIn" Guide here: http://www.marketing-mojo.com/guide/marketers-guide-to-display-advertising/?utm_source=SlideShare&utm_medium=blog&utm_campaign=SMXAdCopyTesting

1. Creative Ad Copy & Testing
The Expert Methodology of

2. The Expert Methodology of Creative Ad Copy & Testing
Ad creation is just as much
an engineering challenge
as a creative one.

3. The Expert Methodology of Creative Ad Copy & Testing
It’s Time to Take Your Ads to the Next Level
Many advertisers primarily focus on creative copy for their headlines
and description lines, but much more can be done to improve your
user experience and messaging (e.g. extensions, device adaptations,
dynamic text, etc.).
Although ad creation is a creative process,
we’d like to encourage you to look beyond
your creative copy and make decisions
based on data. For well-balanced and
successful ads, you should continually test
your ad copy to see how different creative
ideas perform.
This SlideShare covers the latest
techniques shared by advertising experts.

4. The Expert Methodology of Creative Ad Copy & Testing
From Margot da Cunha,
Paid Search Marketer at WordStream Inc.
Five hacks to improve your
PPC ad copy’s CTR threefold

5. The Expert Methodology of Creative Ad Copy & Testing
1. Personalize your ad copy—“Be the unicorn in a sea of donkeys”
• Humans are inherently selfish so focus on writing your ad copy with the searcher’s
problem in mind and how you are going to solve it.
2. Use emotional triggers
• Amusement, interest and surprise are the top human emotional triggers, so keep
your ad copy lively and avoid boring at all costs.
3. Use ad customizers to promise a reward
• People love to anticipate rewards even more than receiving them. Use ad
customizers, like countdown ads, to build up anticipation, e.g. “Sale ends in 2 hours!”
Five hacks to improve your
PPC ad copy’s CTR threefold

6. The Expert Methodology of Creative Ad Copy & Testing
Five hacks to improve your
PPC ad copy’s CTR threefold
4. Headline moneyball
• PPC professionals need to think like content marketers. Look at other channels like
Buzzfeed and Buzzsumo to see what headlines are getting the best engagement
rates, and model your ads off of them.
5. Utilize repitition
• People forget 90% of what you share with them.
Repeat one consistent message across all your
channels and re-enforce it through remarketing.

7. The Expert Methodology of Creative Ad Copy & Testing
From Brad Geddes,
founder of Certified Knowledge
Setting up PPC ad copy testing

8. The Expert Methodology of Creative Ad Copy & Testing
1. Determine if you want to test in one ad group or multiple ad groups
• Single: Best for branded ad copy, top performers, and high traffic ad groups.
• Multi: Best for insights across a segment – template created ads, small data accounts,
and market research.
2. Determine your segments
• Be strategic about where you want to test.
3. Define your metrics
• Determine how you are going to judge your ads (CTR, conversion rate, CPL, etc.)
before you run the test, not after.
Setting up PPC ad copy testing

9. The Expert Methodology of Creative Ad Copy & Testing
Setting up PPC ad copy testing
4. Define minimum and maximum confidence thresholds
• Don’t take action on insignificant data.
5. Test by device
• Pull data for desktop devices separate from mobile
devices and create ads specific to mobile devices.

10. The Expert Methodology of Creative Ad Copy & Testing
From Marty Weintraub,
Founder of aimClear
How to play with headlines and
be creative with small space

11. The Expert Methodology of Creative Ad Copy & Testing
• Use emotion words in your ads.
• Try questions that are really answers—use when, where, why, how, etc.
• Tout the benefits—tell the searcher why your product is the best!
• Mention the negative consequences.
• Leverage the power of overused cliches and use them ironically in your ad copy.
How to play with headlines and
be creative with small space

12. The Expert Methodology of Creative Ad Copy & Testing
How to play with headlines and
be creative with small space
• Use memorable phonetics and alliteration.
• Call the user’s attention directly—Attention [keyword].
• If you are not the top dog, tell the user you are the
alternative to your competitor—Alternate [keyword].

13. The Expert Methodology of Creative Ad Copy & Testing
CONCLUSION
Develop great ads that are
creative genius and proven
through in-depth testing.

14. The Expert Methodology of Creative Ad Copy & Testing
Need More Info About Ads?
The Marketer’s Guide to Display
Advertising On Google,
Facebook, and LinkedIn
GET THE GUIDE

15. The Expert Methodology of Creative Ad Copy & Testing
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