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CREATING & EFFECTIVELY 
TESTING YOUR AD COPY 
OCT 1, 2014
WHO ARE YOU? 
CARRIE ALBRIGHT 
SENIOR PPC ACCOUNT MANAGER 
@HANAPIN MARKETING. 
WRITER @ PPC HERO 
www.ppchero.com 
@Albri...
OVERVIEW 
STEP 1: KNOW YOUR SELLING 
POINTS 
STEP 2: KNOW YOUR TESTING 
STRUCTURE 
STEP 3: THE AD TESTING PLAN 
STEP 4: WR...
@Albright_C 
#SMX
KNOW YOUR SELLING POINTS 
. FEATURES/BENEFITS/CTA 
FEATURES BENEFITS CALL TO 
ACTION 
FREE SHIPPING SAVES MONEY QUALIFY FO...
KNOW YOUR TESTING STRUCTURE 
@Albright_C 
#SMX
KNOW YOUR TESTING STRUCTURE 
Branded 
Campaign 
Content/ 
Volume 
Academic 
Program 
High 
Funnel 
Terms 
Geo-targeted 
pr...
@Albright_C 
#SMX
KNOW YOUR TESTING STRUCTURE 
BIG IDEAS 
MEDIUM SHIFTS 
SUBTLE CHANGES 
@Albright_C 
#SMX
@Albright_C 
#SMX
ROUND 1 CONTENT - Engagement 
FEATURE 
BENEFIT 
QUESTION IN HEADLINE 
NEW PROMOTION 
@Albright_C 
#SMX
ROUND 1 CONTENT - Targeting 
PERSONA SPECIFIC 
AUDIENCE SPECIFIC 
EMOTIONAL VS PRAGMATIC 
TESTIMONIALS 
@Albright_C 
#SMX
ROUND 1 CONTENT – Quantitative 
LOCATION NAME 
PRICE LISTING 
COMPETITION COUNTERING 
DEADLINE/OFFER URGENCY 
@Albright_C ...
@Albright_C 
#SMX 
ROUND 1 CONTROL
@Albright_C 
#SMX 
ROUND 1 TEST
ROUND 2 CONTENT - Specifics 
LEARN 
MORE GET FIND OUT 
@Albright_C 
#SMX 
CALL TO ACTION 
DAYS VS HOURS 
LOCATION NAME 
IN...
ROUND 2 CONTENT – Word Choice 
@Albright_C 
#SMX 
SYNONYMS/WORD ORDER 
KEYWORD MODIFIERS 
USING “Free” 
USING “Official Si...
@Albright_C 
#SMX 
ROUND 2 CONTROL
ROUND 2 TEST 
@Albright_C 
#SMX
ROUND 3 CONTENT 
@Albright_C 
#SMX 
PUNCTUATION 
EXTENDED HEADLINE 
ADDED DISPLAY URL 
Title Case vs sentence case
ROUND 3 CONTENT 
"&" versus "and”” 
@Albright_C 
#SMX 
OWNERSHIP SYMBOLS ™ OR ® 
REVERSING 
MESSAGE PLACEMENT 
D1 
Feature...
@Albright_C 
#SMX 
ROUND 3 CONTROL
@Albright_C 
#SMX 
ROUND 3 TEST
THE AD TESTING PLAN: Intermission 
@Albright_C 
#SMX
TOP 5 DETAILS TO INCLUDE 
1. ROTATION, ROTATION, ROTATION 
2. DEVICE SEGMENTATION 
3. LABELS – IF YOU’RE NOT USING THEM YE...
THE AD TESTING PLAN 
i. DIAGRAM YOUR TEST (A) 
@Albright_C 
#SMX 
ROUND 1 
ROUND 2 
ROUND 3
THE AD TESTING PLAN 
ii. DIAGRAM YOUR TEST (B) 
@Albright_C 
#SMX 
TIER 1 
ROUND 1 
WEEK 1 
TIER 2 
ROUND 1 
WEEK 2 
TIER ...
THE AD TESTING PLAN 
ii. DIAGRAM YOUR ROUNDS 
@Albright_C 
#SMX 
TIER 1 ROUND 1 
TIER 1 ROUND 3
THE AD TESTING PLAN 
ii. 
A/B 
VS 
A/B/C 
VS 
MULTIVARIATE 
@Albright_C 
#SMX
THE AD TESTING PLAN 
. LABELS. 
(MIC DROP) 
@Albright_C 
#SMX
THE AD TESTING PLAN 
. LIFE WITHOUT LABELS. 
(crickets) 
@Albright_C 
#SMX
WRAPPING IT UP 
@Albright_C 
#SMX 
YOU 
YOUR AD 
TESTING 
JOURNEY
WRAPPING IT UP 
. VOLUME 
@Albright_C 
#SMX 
. CONCLUDE BASED ON 
. STATISTICAL SIGNIFICANCE 
. CONTENT TIME FRAME
WRAPPING IT UP 
. VIEWING RESULTS WITH 
LABELS 
@Albright_C 
#SMX
WRAPPING IT UP 
. USING PIVOT TABLES TO 
WRAP YOUR TEST 
@Albright_C 
#SMX
SELLING IT 
@Albright_C 
#SMX
SELLING IT 
LANGUAGE: Nursing Program in Wash DC 
vs 
Nursing Program in DC 
WINNER: Wash DC 
MARGIN: 18.2% lift in CTR 
9...
SELLING IT 
STEP 1: AD TESTING 
STEP 2: 
BETTER BHE?TA?TL?ET RH ICETRR QS 
A CCOUNT 
STEP 3: PROFIT 
@Albright_C 
#SMX
SELLING IT 
. MULTICHANNEL TAKEAWAYS 
CRO TEST 
16.1% increased CR 
@Albright_C 
#SMX 
AD TEST MESSAGE 
3.05X INCREASE IN ...
WRAP UP 
STEP 1: KNOW YOUR SELLING POINT 
STEP 2: KNOW YOUR TESTING 
STRUCTURE 
STEP 3: THE AD TESTING PLAN 
STEP 4: WRAPP...
THANK YOU! 
CARRIE ALBRIGHT 
SENIOR PPC ACCOUNT MANAGER 
@HANAPIN MARKETING. 
WRITER @ PPC HERO 
www.ppchero.com 
@Albrigh...
THANK YOU! 
@Albright_C 
#SMX
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Creating And Effectively Testing Your Ad Copy By Carrie Albright

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From the SMX East 2014 Conference in New York City, NY. SESSION: Creating, Testing & Optimizing Paid Search Ads. PRESENTATION: Creating and Effectivly Testing Your Ad Copy - Given by Carrie Albright, @Albright_C, Account Manager - Hanapin Marketing. #SMX #22B

Published in: Marketing
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Creating And Effectively Testing Your Ad Copy By Carrie Albright

  1. 1. CREATING & EFFECTIVELY TESTING YOUR AD COPY OCT 1, 2014
  2. 2. WHO ARE YOU? CARRIE ALBRIGHT SENIOR PPC ACCOUNT MANAGER @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com @Albright_C @Albright_C #SMX
  3. 3. OVERVIEW STEP 1: KNOW YOUR SELLING POINTS STEP 2: KNOW YOUR TESTING STRUCTURE STEP 3: THE AD TESTING PLAN STEP 4: WRAPPING IT STEP 5: SELLING IT @Albright_C #SMX
  4. 4. @Albright_C #SMX
  5. 5. KNOW YOUR SELLING POINTS . FEATURES/BENEFITS/CTA FEATURES BENEFITS CALL TO ACTION FREE SHIPPING SAVES MONEY QUALIFY FOR FREE SHIPPING NEW ARRIVALS MOST UP-TO-DATE STYLES FIND THE LATEST TRENDS @Albright_C #SMX . TARGET YOUR AUDIENCE . KNOW YOUR COMPETITION
  6. 6. KNOW YOUR TESTING STRUCTURE @Albright_C #SMX
  7. 7. KNOW YOUR TESTING STRUCTURE Branded Campaign Content/ Volume Academic Program High Funnel Terms Geo-targeted program Specific conversion type Non- Branded Product Non-CRO campaigns Specific course offerings Regional/ Cities Seasonal Main site content
  8. 8. @Albright_C #SMX
  9. 9. KNOW YOUR TESTING STRUCTURE BIG IDEAS MEDIUM SHIFTS SUBTLE CHANGES @Albright_C #SMX
  10. 10. @Albright_C #SMX
  11. 11. ROUND 1 CONTENT - Engagement FEATURE BENEFIT QUESTION IN HEADLINE NEW PROMOTION @Albright_C #SMX
  12. 12. ROUND 1 CONTENT - Targeting PERSONA SPECIFIC AUDIENCE SPECIFIC EMOTIONAL VS PRAGMATIC TESTIMONIALS @Albright_C #SMX
  13. 13. ROUND 1 CONTENT – Quantitative LOCATION NAME PRICE LISTING COMPETITION COUNTERING DEADLINE/OFFER URGENCY @Albright_C #SMX
  14. 14. @Albright_C #SMX ROUND 1 CONTROL
  15. 15. @Albright_C #SMX ROUND 1 TEST
  16. 16. ROUND 2 CONTENT - Specifics LEARN MORE GET FIND OUT @Albright_C #SMX CALL TO ACTION DAYS VS HOURS LOCATION NAME INFO 48hrs 2 days Massachusetts Boston, MA
  17. 17. ROUND 2 CONTENT – Word Choice @Albright_C #SMX SYNONYMS/WORD ORDER KEYWORD MODIFIERS USING “Free” USING “Official Site”
  18. 18. @Albright_C #SMX ROUND 2 CONTROL
  19. 19. ROUND 2 TEST @Albright_C #SMX
  20. 20. ROUND 3 CONTENT @Albright_C #SMX PUNCTUATION EXTENDED HEADLINE ADDED DISPLAY URL Title Case vs sentence case
  21. 21. ROUND 3 CONTENT "&" versus "and”” @Albright_C #SMX OWNERSHIP SYMBOLS ™ OR ® REVERSING MESSAGE PLACEMENT D1 Feature / D2 CTA vs. = D2 CTA / D1 Feature CTR Δ 32.76%
  22. 22. @Albright_C #SMX ROUND 3 CONTROL
  23. 23. @Albright_C #SMX ROUND 3 TEST
  24. 24. THE AD TESTING PLAN: Intermission @Albright_C #SMX
  25. 25. TOP 5 DETAILS TO INCLUDE 1. ROTATION, ROTATION, ROTATION 2. DEVICE SEGMENTATION 3. LABELS – IF YOU’RE NOT USING THEM YET, @Albright_C #SMX START NOW. 4. DOCUMENTS FOR RECORDING & REPORTING 5. PREPARE FOR THE PIVOT TABLE & ADVANCED EXCEL FUNCTIONS, SUCH AS TEXT-TO-COLUMNS, CONCATENATE, AND VLOOKUP.
  26. 26. THE AD TESTING PLAN i. DIAGRAM YOUR TEST (A) @Albright_C #SMX ROUND 1 ROUND 2 ROUND 3
  27. 27. THE AD TESTING PLAN ii. DIAGRAM YOUR TEST (B) @Albright_C #SMX TIER 1 ROUND 1 WEEK 1 TIER 2 ROUND 1 WEEK 2 TIER 3 ROUND 1 WEEK 3 TIER 4 ROUND 1 WEEK 4 High Funnel Low Funnel Branded Display
  28. 28. THE AD TESTING PLAN ii. DIAGRAM YOUR ROUNDS @Albright_C #SMX TIER 1 ROUND 1 TIER 1 ROUND 3
  29. 29. THE AD TESTING PLAN ii. A/B VS A/B/C VS MULTIVARIATE @Albright_C #SMX
  30. 30. THE AD TESTING PLAN . LABELS. (MIC DROP) @Albright_C #SMX
  31. 31. THE AD TESTING PLAN . LIFE WITHOUT LABELS. (crickets) @Albright_C #SMX
  32. 32. WRAPPING IT UP @Albright_C #SMX YOU YOUR AD TESTING JOURNEY
  33. 33. WRAPPING IT UP . VOLUME @Albright_C #SMX . CONCLUDE BASED ON . STATISTICAL SIGNIFICANCE . CONTENT TIME FRAME
  34. 34. WRAPPING IT UP . VIEWING RESULTS WITH LABELS @Albright_C #SMX
  35. 35. WRAPPING IT UP . USING PIVOT TABLES TO WRAP YOUR TEST @Albright_C #SMX
  36. 36. SELLING IT @Albright_C #SMX
  37. 37. SELLING IT LANGUAGE: Nursing Program in Wash DC vs Nursing Program in DC WINNER: Wash DC MARGIN: 18.2% lift in CTR 9.5% lift in conversion rate NEXT STEPS: “.com/Nursing” vs “.com/RN”
  38. 38. SELLING IT STEP 1: AD TESTING STEP 2: BETTER BHE?TA?TL?ET RH ICETRR QS A CCOUNT STEP 3: PROFIT @Albright_C #SMX
  39. 39. SELLING IT . MULTICHANNEL TAKEAWAYS CRO TEST 16.1% increased CR @Albright_C #SMX AD TEST MESSAGE 3.05X INCREASE IN CTR 1S0o.c4i%al ImNeCdRiaE AmSeEs sINa gCinRg Email language Landing Page & Site Optimizations Strongest Promotions
  40. 40. WRAP UP STEP 1: KNOW YOUR SELLING POINT STEP 2: KNOW YOUR TESTING STRUCTURE STEP 3: THE AD TESTING PLAN STEP 4: WRAPPING IT STEP 5: SELLING IT @Albright_C #SMX
  41. 41. THANK YOU! CARRIE ALBRIGHT SENIOR PPC ACCOUNT MANAGER @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com @Albright_C @Albright_C #SMX
  42. 42. THANK YOU! @Albright_C #SMX

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