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Building Fantastic Ads In a Variable Based & Human Driven Creative Framework By Marty Weintraub

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The Nine Billion Ads of Search. PRESENTATION: Building Fantastic Ads In a Variable Based & Human Driven Creative Framework - Given by Marty Weintraub, @martyweintraub - Aimclear, Founder. #SMX #11B

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Building Fantastic Ads In a Variable Based & Human Driven Creative Framework By Marty Weintraub

  1. 1. #SMX #11B @martyweintraub
  2. 2. #SMX #11B @martyweintraub
  3. 3. #SMX #11B @martyweintraub Marty Weintraub – Aimclear® Building Fantastic Ads In a Variable Based & Human Driven Creative Framework
  4. 4. #SMX #11B @martyweintraub
  5. 5. #SMX #11B @martyweintraub
  6. 6. #SMX #11B @martyweintraub
  7. 7. #SMX #11B @martyweintraub Today’s Creative Hackz •  2016:+ Machines & PPC HR •  Theories, Packaging, V-Elements •  Variable Creative Framework •  Human Creative Triggers •  Grid Of Voice & Function •  Coherent Purchase Path
  8. 8. #SMX #11B @martyweintraub 2016: +Machines & PPC HR
  9. 9. #SMX #11B @martyweintraub §  Historically, Channels Try To Generate Targeting §  Getting Closer To Replacing Marketers w/ Technicians §  DSA Auto-Creates Both Targeting & Creative §  +Conversion Optimizer = Near Total Automation §  DSA + CO + Remarketing Report Varying %s §  Improves Performance In SOME Cases, Not All §  Optimization Is Auto Or For Ad-Ops & Analysts Waning Need For Human Marketers
  10. 10. #SMX #11B @martyweintraub
  11. 11. #SMX #11B @martyweintraub
  12. 12. #SMX #11B @martyweintraub
  13. 13. #SMX #11B @martyweintraub
  14. 14. #SMX #11B @martyweintraub Expanded Text Ads
  15. 15. #SMX #11B @martyweintraub Expanded Options For Creativity
  16. 16. #SMX #11B @martyweintraub Superior Structure
  17. 17. #SMX #11B @martyweintraub Awesome Mobile Realestate
  18. 18. #SMX #11B @martyweintraub
  19. 19. #SMX #11B @martyweintraub
  20. 20. #SMX #11B @martyweintraub CRAFTING HEADLINE THEORIES: NIMBLE BRAINSTORMING
  21. 21. #SMX #11B @martyweintraub First Step: Develop Theory Statements
  22. 22. #SMX #11B @martyweintraub TIMELESS THINKING
  23. 23. #SMX #11B @martyweintraub
  24. 24. #SMX #11B @martyweintraub Case Study: Selling Low Cost Social PPC Software: Develop Plain Language “Theories”
  25. 25. #SMX #11B @martyweintraub Go Vertical w/ Theories •  New customers will SWARM to your SMB •  Tell Corporate can grow franchises with “Killer bees” •  Make your franchise(s) a super power(s) •  Get seriously advanced social targeting •  SMB franchises can crush local social •  Generate quantifiable sales results •  Get tons more social reach •  Totally effortless to use BF •  Operate using micro budget, not a lot of $$ needed
  26. 26. #SMX #11B @martyweintraub
  27. 27. #SMX #11B @martyweintraub Variables & Constructs
  28. 28. #SMX #11B @martyweintraub
  29. 29. #SMX #11B @martyweintraub
  30. 30. #SMX #11B @martyweintraub
  31. 31. #SMX #11B @martyweintraub Get Approval For Creative Elements, NOT Complete Ads
  32. 32. #SMX #11B @martyweintraub Creative Variables: A Framework For Colorful Ad Writing
  33. 33. #SMX #11B @martyweintraub Colorful Creative* In This Brutally Sterile, Half-Baked Machine Jungle  Lock Q-Score & SEO-Immoveable* KW(s), Fixed Or Dynamic Insertion Building A Creative Construct
  34. 34. #SMX #11B @martyweintraub Colorful Creative* In This Brutally Sterile, Half-Baked Machine Jungle  Lock words essential for concept
  35. 35. #SMX #11B @martyweintraub Colorful Creative* In This Brutally Sterile, Half-Baked Machine Jungle  Take Note Of Construct “Studs”
  36. 36. #SMX #11B @martyweintraub Colorful Creative* In This Brutally Sterile, Half-Baked Machine Jungle  Semantic Framework Ready For Creative Variables
  37. 37. #SMX #11B @martyweintraub Marty Weintraub – aimClear® Colorful Creative* In This Brutally Sterile, [Half-Baked] Machine Jungle 
  38. 38. #SMX #11B @martyweintraub
  39. 39. #SMX #11B @martyweintraub Marty Weintraub – aimClear® [Colorful] Creative* In This [Brutally] [Sterile] [Half-Baked] Machine [Jungle] 
  40. 40. #SMX #11B @martyweintraub
  41. 41. #SMX #11B @martyweintraub Human Creative Triggers
  42. 42. #SMX #11B @martyweintraub “Vernacular” Relevance Data
  43. 43. #SMX #11B @martyweintraub
  44. 44. #SMX #11B @martyweintraub
  45. 45. #SMX #11B @martyweintraub
  46. 46. #SMX #11B @martyweintraub
  47. 47. #SMX #11B @martyweintraub
  48. 48. #SMX #11B @martyweintraub Mining Omnichannel Content For Creative Insight
  49. 49. #SMX #11B @martyweintraub
  50. 50. #SMX #11B @martyweintraub
  51. 51. #SMX #11B @martyweintraub
  52. 52. #SMX #11B @martyweintraub ("alcohol withdrawal" OR "alcohol withdrawal symptoms" OR "alcohol detox" OR "methadone withdrawal" OR "opiate withdrawal" OR "symptoms of alcohol withdrawal" OR "methadone withdrawal" OR "side effects of methadone" OR "methadone withdrawal symptoms" OR "methadone detox" OR "methadone treatment" OR "methadone high" OR "drug detox" OR "detox symptoms" OR "methadone withdrawal symptoms" OR "detox center" OR "methadone treatment" OR "opiate detox" OR "xanax detox" OR "methadone treatment" OR "suboxone detox" OR "methadone treatment" OR "how to get off methadone" OR "methadone detox" OR "drug detox" OR "is methadone an opiate" OR "alcohol withdrawal timeline" OR "methadone treatment" OR "detox programs" OR "methadone withdrawal" OR "methadone addiction" OR "methadone addiction") AND NOT (best OR findrehabinfo OR "serenity detox" OR settles OR eeoc OR $ OR #followme OR @adstwi OR Sunrise OR facility OR facilities)
  53. 53. #SMX #11B @martyweintraub
  54. 54. #SMX #11B @martyweintraub GRID OF “VOICE” + FUNCTION X
  55. 55. #SMX #11B @martyweintraub Voice 1: Legal/Stylebook-Safe
  56. 56. #SMX #11B @martyweintraub Voice 2~ Slight Boundary Push
  57. 57. #SMX #11B @martyweintraub Voice 3! Risk, Color, Flavor, Edge
  58. 58. #SMX #11B @martyweintraub Multiply Voice X Function 1-Brand 2-Benefits 3-Alert! 1-Legal 2-Push 3-Risky! X = 9
  59. 59. #SMX #11B @martyweintraub Coherent, End-To-End Creative Sculpting Purchase Path
  60. 60. #SMX #11B @martyweintraub Text 25 Characters – Two Tweet Length Targeting Objects: Search KW & Psychographic Images, Multi-Format Video Approved Objects: Text + Targeting
  61. 61. #SMX #11B @martyweintraub End-To-End Creative: Coherent Creative Path Top Of Funnel, Introduction To Marketing System Landing Page One Retargeting Creative Including RLSA Landing Page Two Rinse & Repeat
  62. 62. #SMX #11B @martyweintraub Unified Creative Intelligence Platform •  Script Creative Pathway •  Any Object, Any Unit, Any Channel •  Pre-Approved Snippets •  Back To The Future! Mad Men Return
  63. 63. #SMX #11B @martyweintraub “DEFENSIBLE CREATIVE”
  64. 64. #SMX #11B @martyweintraub 1+1+1 = 3 J
  65. 65. #SMX #11B @martyweintraub Take Awayz •  Be 2016, Plan For Beyond •  Theories, Packaging, V-Elements •  Variable Creative Framework •  Human Creative Triggers •  Grid Of Voice & Function •  Coherent Purchase Path
  66. 66. #SMX #11B @martyweintraub Creative Is A Final Marketing Machine/ Human Differentiator
  67. 67. #SMX #11B @martyweintraub Avoid Obsolescence
  68. 68. #SMX #11B @martyweintraub
  69. 69. #SMX #11B @martyweintraub
  70. 70. #SMX #11B @martyweintraub
  71. 71. #SMX #11B @martyweintraub
  72. 72. #SMX #11B @martyweintraub Thank YOU! marty@aimclear.com
  73. 73. #SMX #11B @martyweintraub

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