Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

BrightonSEO Presentation: Advertising Analysis. Beyond Numbers

13,505 views

Published on

Presentation of Alexandra Tachalova on BrightonSEO 2014 on September 12, 2014

Published in: Marketing

BrightonSEO Presentation: Advertising Analysis. Beyond Numbers

  1. 1. Advertising Analysis. Beyond the numbers. Alexandra Tachalova semrush.com a.tachalova@semrush.com @AlexTachalova
  2. 2. Typical Google User
  3. 3. What gets our ads CTR higher? • Relevant keywords • Better ranking in advertising results • Using advertising extensions and product listings • Right geographical targeting and localization • Good looking ad copies • Right bid management strategy • Targeted landings • Using clear call to actions
  4. 4. CTR keeps getting worse… PPC Ninja I set everything up perfectly. Why aren’t you clicking? Don’t feel well today… My football team keeps losing User
  5. 5. 5 Emotional Triggers in Ad Copies What did we analyze? • Domains advertising in UK (Google AdWords) • Domains monthly budgets over $10k • 3.8 million ad copies
  6. 6. 6 Emotional Triggers in Ad Copies 1. Value 2. Instant Gratification 3. Trend-setting 4. Trust
  7. 7. Emotional Triggers in Ad Copies The most popular Emotion trigger is …
  8. 8. Emotional Triggers in Ad Copies Appealing to customer desire getting a good deal Ads with keyword, 56.213 600 500 400 300 200 100 0 Free UK delivery UK low prices on Huge selection of Everything you need Grab a bargain Find great deals on Save up to 70% Fantastic prices on At best price Save big on Thousands Most Popular Phrases Value trigger
  9. 9. 9 Emotional Triggers in Ad Copies Magic in mumbers 250 200 150 100 50 0 70% 50% 75% 80% 73% 90% 78% 60% 10% Thousands Most Popular Discount
  10. 10. Emotional Triggers in Ad Copies Instant Gratification Messages that cater to a sense of urgency
  11. 11. Calls to Action That Create Urgency 1. In an hour 2. Within 24 hours 3. Now 4. Last chance 5. Today 6. This week 7. In just a few minutes 8. Instant
  12. 12. Emotional Triggers in Ad Copies Instant Gratification 70 60 50 40 30 20 10 0 Book now Buy now Your results now Online today Online now Save now Apply today Book online now Shop now Sale now on Thousands Most Popular Phrases
  13. 13. Emotional Triggers in Ad Copies Trend-setting trigger Appealing to the consumer desire to be a part of something smart and cool
  14. 14. Emotional Triggers in Ad Copies Trend-setting trigger 250 200 150 100 50 0 Shop the way you want it Your passion on Feed your passion Must have fashion Fuel your passion Online exclusive deals Best selling brands Thousands Most Popular Phrases
  15. 15. Emotional Triggers in Ad Copies Trust
  16. 16. Emotional Triggers in Ad Copies 50 45 40 35 30 25 20 15 10 5 0 No reservation costs Best price guarantee Lowest price guarantee Over 60 million visitors Price guarantee book Extensive accurate search Travel reviews opinions 150 million travel reviews Shop with confidence Thousands Most Popular Phrases Trust
  17. 17. 17 Hey, how can I do it too?
  18. 18. 18 Do you really know your competition?
  19. 19. 19 Learning about your competitors starts with… Analyzing their current and past advertising activity: • What positions are their ads getting in paid search? • How much do they spend on ads? • What keywords are they bidding on? • What ad copies do they use?
  20. 20. Your Competitors Advertising Insights Ad Positions
  21. 21. Your Competitors Advertising Insights Ad Keywords
  22. 22. 22 Your Competitors Advertising Insights Ad Budget
  23. 23. 23 Your Competitors Advertising Insights Ad Positions
  24. 24. 24 You can be Positive Peace of Mind For You & Family. Exclusive Plans Start From £8/month Discover How We can Help You. Get your Quote Now! + Insurance with advice for driving your car the right way. Save up to 70%.
  25. 25. 25 You can be Negative Instant Critical Illness Life Insurance. Get Your Quote Online Now! Holiday Insurance To Cover Baggage Loss & Trip Cancellation. Buy Now! - Protect Your Family Financially. No Obligation Guarantee – Get a Free Quote Today!
  26. 26. 26 14-Day Free Access http://bit.ly/Brighton2014
  27. 27. 27 Thanks! Alexandra Tachalova Communication and Brand Manager a.tachalova@semrush.com @AlexTachalova

×