This presentation is an integral part of SEMrush webinar

1. Brad Geddes
Co-Founder, AdAlysis
Author, Advanced Google AdWords
@bgTheory
Perfecting Your PPC Ads SEM Rush
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Common Text Ad Layout

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Where’s the User in the Funnel?

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Should you focus on benefits, features, or both?
Benefit
Benefit
Feature &
Benefit
Feature
Benefit

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Features vs Benefits
• Yoga 900
• Backlit keyboard
• Touchscreen
• 16 GB Memory
• 512 GB SSD Drive
• 9 Hour Battery
• 2.8 Pounds (1.29 KG)
•Enjoy 9 hour battery life so you
can be productive on a
international flights
•It has 16 gigs of memory so
you can analyze a 1 million row
excel file.
•A great graphics card for not
just watching HD video, but
playing fun games when you
need a break from office work.
•Get rid of back and shoulder
pain from carrying around a
heavy laptop bag. The Yoga
weighs less than 3 pounds.
Features Benefits

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Calls to Action: What do you want the user to do?
•Subscribe to our newsletter
•Shop Now!
•Call for an appointment
• Schedule a visit
• Browse our catalog
• Download a free ebook
• Donate your time today
•Subscribe to powerful
marketing tips
•Find your dream <product>
Today!
•Call to Claim your Free
Consultation
•Schedule a time for your
New Look
•Download Secret Marketing
Tips
•Help humanity – volunteer
today
Boring  Useful 

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Customize Your Ads for Mobile vs Desktop Users

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Add Some Urgency to Convert

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Pre-Qualify Ads in B2B if there are B2C Searchers

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Always Test
H1: Captivating Headline
H2: Consumer Benefit
D: Business Feature (Optional + CTA)
Display URL
H1: Captivating Headline
H2: Call to Action
D: Business Benefit (optional + Feature/CTA)
Display URL

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Testing Types
•Insights within an ad group
•Best for high traffic ad
groups
•Best for Brand ad groups
•Good for other ad groups
after you’ve done some
multi-ad group testing for
global insights
•Insights across a segment
•Best for template created
ads
•Best for small data accounts
•Best for market research
Single Ad Group Testing Multi-Ad Group Testing

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Multi-Ad Group Testing Example
These two lines are in
500+ ad groups as
the H2s.
Now, we can
aggregate
performance by line
to see which does
best.

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Metrics for Choosing Your Winners
What do you want to do? The metric you should use
Increase conversions Conversion per Impression
(CPI)
Increase visitors Click Through Rate (CTR)
Increase engaged visitors Conversion per Impression
(CPI)
Get the most revenue
possible
Revenue per Impression (RPI)
Improve quality scores Click Through Rate (CTR)

14. Great Ads
•Understand their role
in the buying cycle
•Leverage benefits &
features properly
Tailor to the
Audience
•Mobile vs desktop
users
•Create sense of
urgency
•Write useful CTAs
Smart Marketers
Test
•Single ad group testing
for perfecting ads for
one target type.
•Use multi-ad group
tests for global
insights
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Recap

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• Powerful Ad Testing made Easy
• Automated Recommendations
• Quality Score graphing
• Insights
• More
Free 14 Day Trial!

16. Co-Founder, AdAlysis
Author, Advanced Google AdWords
Brad Geddes
Thank You!
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SEM Rush
Let’s Connect
@bgTheory
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Ad Testing
Software