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SMX Munich Man vs Machine in Ad Copy

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Session diving into responsive search ads (RSA) and dynamic search ads (DSA) and whether to delegate creative and targeting choices to the machine or to retain them

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SMX Munich Man vs Machine in Ad Copy

  1. 1. Man Vs Machine: Copy & Targeting Navah Hopkins – Services Innovation Strategist
  2. 2. | #smx @navahf 2 Agenda • Dissecting ads • Serving the right people • What Are Your Customers Asking For? • In digital marketing since 2008, and PPC since 2012 • Named Top 25 PPC Expert 2018 • Work across WordStream’s Interantional Agency and Advertiser Customer base About Me:
  3. 3. | #SMX @navahf 3 What Do All These People Have In Common?
  4. 4. | #SMX @navahf 4 They Came From AI
  5. 5. | #SMX @navahf 5 But When AI Gets It Wrong….
  6. 6. | #SMX @navahf 6 How Much You Delegate To Automation & AI Strictly Depends On Your Brand’s Threshold For Risk
  7. 7. 7| #SMX @navahf Dissecting Ad Copy
  8. 8. | #SMX @navahf 8 When We Shifted From Standard Ads to Expanded Text Ads, 33% of Advertisers Saw A Decrease In Performance
  9. 9. | #SMX @navahf 9 Boring Ads Kill CTR
  10. 10. | #SMX @navahf 10 • Repetitive and templatized messaging. • Hiding personality in the description, where unique copy gets lost. • We don’t give our prospects any direction on where to go or what to do. What makes an ad “bad”
  11. 11. | #SMX @navahf 11 Expanded Text Ads Mean Your Copy Is Due For A Revisit! Description text would have made great headlines!
  12. 12. | #SMX @navahf 12 Google Saw This Lack of Care, and Decided to Make Ads For You
  13. 13. | #SMX @navahf 13 • All extensions you pay for should be manually crafted. • Ratings, locations, and structured snippets are safe. Google Will Also Make Extensions
  14. 14. | #SMX @navahf 14 Can You Tell Which Was Made by AI?
  15. 15. | #SMX @navahf 15 Can You Tell Which Was Made by AI? AI AI Human
  16. 16. | #SMX @navahf 16 Comparing Metrics Dec. 10 – Jan 8 Top Performing AI Created Ad • Impressions: 521 • CTR: 11.52 % • Average CPC: $9.55 • CPA: $30.16 • ROAS: 9.95X Human Created Ad • Impressions: 145 • CTR: 4.14% • Average CPC: $10.94 • CPA: $32.81 • ROAS: 9.14X Runner-up AI AD: Impressions: 329 CTR: 6.99% CPA: $40.10 ROAS: 7.48X
  17. 17. | #SMX @navahf 17 • Google favored ads it created, despite mixed performance. • Minimalist copy no longer cuts it, AI can do that! • AI ads look to brand names for headline text - is that how you want to invest your copy real estate Lessons Learned:
  18. 18. | #SMX @navahf 18 Automation Will Raise The Floor, Not The Ceiling: Own Your Creative Star Power
  19. 19. | #SMX @navahf 19 Trends in CTR When Humans Write the Ads 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% Include H3 & D2 Include H3, No D2 No H3, Include D2 No H3 & No D2 Q3 2018 CTR CTR 50,618 ads with at least one click in Q3
  20. 20. | #SMX @navahf 20 Trends Human Crafted Headline CTR 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% 10.00% CTR Q3 2018 CTR $ Your Free Call Demo We Try Learn 50,618 ads with at least one click in Q3 $: 962 ads Your: 1758 ads Free: 2155 ads Call: 824 ads Demo: 112 ads We: 1489 ads Try: 228 ads Learn: 153 Ads
  21. 21. | #SMX @navahf 21 • Look for opportunities to replace “try” with “learn”. • Transparency in pricing outperforms fabricated “free” offers. • Focus on the user’s needs over your brand’s selling points. Opportunities in Headline Copy:
  22. 22. | #SMX @navahf 22 Trends in Human Description CTR 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% CTR Q3 2018 CTR $ Your Free Call Demo We Try Learn 50,618 ads with at least one click in Q3 $: 568 ads Your: 6235 ads Free: 3218 ads Call: 2428 ads Demo: 225 ads We: 4324 ads Try: 435 ads Learn: 781 Ads
  23. 23. | #SMX @navahf 23 • “Try” outperforms “Learn” in descriptions, don’t overuse headline copy! • Specific copy matters less in the description than leveraging the second description • Prospects expect to get some insight on pricing in the ad. Opportunities in Description Copy:
  24. 24. | #SMX @navahf 24 Which Ad Do You Think Performed Better? Ad A Ad B
  25. 25. | #SMX @navahf 25 • CTR: 38.7% • Conversions: 129 • CPA: $3.26 • Conversion Rate: 42% Ad B • CTR: 6.29% • Conversions: 33 • CPA: $27.98 • Conversion Rate: 23%
  26. 26. | #SMX @navahf 26 • Addressed the most stressful part of buying a car in the headline • Greeted the prospect. • Added additional data to help prospect choose them in description. Ad B • Addressed a secondary concern in the headline. • Opened focusing on themselves • Used headline worthy copy in the description.
  27. 27. | #SMX @navahf 27 • Engages the prospect in personalized language. • A call to action the user can complete on the landing page. • Addresses the pain points that inspired the query What Makes An Ad “Good”
  28. 28. | #SMX @navahf 28 Responsive Search Ads are bound by data and trends lack human flexibility and brand focus
  29. 29. | #SMX @navahf 29 When I Was “Shopping” For A Husband…
  30. 30. | #SMX @navahf 30 Which Ad Won My Click?
  31. 31. | #SMX @navahf 31 • I’m in Boston • Extensions give additional context, but that should have been given in the headlines. • Hyper-repetitive messaging doesn’t sound human. The typo proves it is human…
  32. 32. | #SMX @navahf 32 • I’m under 40 • You’re asking me if you’re the best way to solve my problem… • “It’s probably not a dating site” should be headline three
  33. 33. | #SMX @navahf 33 If I’m Not Your Target, Don’t Show Me An Ad!
  34. 34. | #SMX @navahf 34 Don’t Let Automated Ads Guess On Demographics And Other Audiences
  35. 35. | #SMX @navahf 35 Use Customizers If Your Brand Serves Different Audiences
  36. 36. | #SMX @navahf 36 • DKI close variants – time to rethink them! • Promising more than you deliver on your landing page. • Not honoring audiences and search trends by location. What makes an ad “off”
  37. 37. 37| #SMX @navahf What Are Your Customers Asking For?
  38. 38. | #SMX @navahf 38 We Are In The Business Of Answering Questions: Know Which Are Worth Answering
  39. 39. | #SMX @navahf 39 How Is The Most Popular Question
  40. 40. | #SMX @navahf 40 How SERPS
  41. 41. | #SMX @navahf 41 How SERPS
  42. 42. | #SMX @navahf 42 • Self-reliant • Will be receptive to an expert • Drawn to tutorials A person asking “how”
  43. 43. | #SMX @navahf 43 • Does not address the “how” • “Expert” hidden in the second description line • Copy doesn’t speak to prospect’s desire to learn • Addresses the “how” • Promises a resource the prospect can learn from moving forward. • Leaves the door open for the user to engage in a more transactional manner
  44. 44. | #SMX @navahf 44 What SERPs
  45. 45. | #SMX @navahf 45 What SERPs
  46. 46. | #SMX @navahf 46 • Have a problem, but don’t quite know what the solution is. • May believe there is only one type of solution/answer to their problem. A person asking what:
  47. 47. | #SMX @navahf 47 • Offers a variety of options without naming any = clickbait • More focused on themselves and their process than actually solving the user’s problem. • Copy is too formulaic to register as expert content. • Addresses the “what” with a single directed solution. • Honors the fact that the prospect may need more education without leaving room for them to leave. • Speaks in terms of value for the prospect, rather than focusing why they’re awesome
  48. 48. | #SMX @navahf 48 Dynamic Search Ads “Pick” SERPs For You Via The Sections Of The Site You’re Targeting
  49. 49. | #SMX @navahf 49 • All keywords are negatives in the campaign so specific messaging and bids are protected. • Targets are broken up by ad group so you can leverage contextually relevant messaging in the descriptions. • The budget is set with data acquisition in mind. DSA will be successful at driving data and profit if:
  50. 50. 50| #SMX @navahf Final Take Aways
  51. 51. | #SMX @navahf 51 Craft Copy With Audiences in Mind & Don’t Be Afraid To Exclude Audiences
  52. 52. | #SMX @navahf 52 Treat Trends in Copy As Guidelines, Owning Your Brand’s Messaging & Your Intuition
  53. 53. | #SMX @navahf 53 Embrace Automation For Grunt-Work, Not Creative/Analytical Tasks
  54. 54. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! nhopkins@wordstream.com @navahf

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