Finding New Ad Inspiration By Brad Geddes

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SMX Advanced 2014 Session #SMX #12B - Next-Gen Ad Creative & Testing Techniques Finding New Ad Inspiration By Brad Geddes @Bgtheory Of Certified Knowledge

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Finding New Ad Inspiration By Brad Geddes

  1. 1. Brad Geddes Founder, Certified Knowledge Founder, AdAlysis Author, Advanced Google AdWords @bgTheory Finding New Ad Inspiration SMX Advanced @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014
  2. 2. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 2 Where Do You Find New Ad Ideas? Brainstorm Examine competitors ads Read blog posts for ideas Or… Use Content Already Written About Your Company
  3. 3. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 3 Using Your Customer’s Words
  4. 4. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 4 For Slight Ad Tweaks Our Customers use ‘Rush’ more than ‘Fast’ Shipping
  5. 5. Ad CTR Conv Rate CPI Fast Shipping 4.96% 4.22% 0.209% Rush Shipping 5.13% 4.32% 0.225% @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 5 Rush Shipping Vs Fast Shipping
  6. 6. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 6 Testimonials
  7. 7. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 7 Information vs Become Note: In some instances, might want to ask writer for permission Ad CTR Conv Rate CPI Complete… 2.24% 8.23% 0.184% Become… 1.96% 8.19% 0.160%
  8. 8. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 8 Customer Support Inquiries
  9. 9. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 9 Social Mentions
  10. 10. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 10 Forums, Blog Comments, etc.. Capture Data from Where People Are Discussing You
  11. 11. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 11 Don’t Forget Search Query Data
  12. 12. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 12 Get Your Data Into a Spreadsheet, Doc, or Database
  13. 13. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 13 Do a Keyword Density Analysis for Customer Words Note: This can be used for discovering new keywords
  14. 14. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 14 Tag Clouds Can Also Be Helpful
  15. 15. Finding New Ad Inspiration Quick Notes on Ad Testing @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 201415
  16. 16. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 16 Minimum Viable Data Data after 97 impressions Ad Impressions Clicks CTR Z-Score Confidence Control 40 1 2.5% N/A Ad 2 33 5 15.15% 1.88 97.03% Ad 3 24 0 0% -1.01 15.57% Data after 3163 impressions Ad Impressions Clicks CTR Z-Score Confidence Control 1023 23 2.25 N/A Ad 2 993 29 2.92% 0.95 82.9% Ad 3 1147 56 4.88% 3.35 99.96%
  17. 17. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 17 Always Use Rotate for Testing
  18. 18. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 18 What You Expect To See
  19. 19. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 19 If Optimize for Conversions is On – Which Ad Should Show the Most?
  20. 20. @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 20 Examples Weren’t Easy To Find: But There Were Many More Examples Than I Expected to Find
  21. 21. adAlysis Beta: Powerful Ad Testing Made Easy @bgTheoryCOPYRIGHT CERTIFIED KNOWLEDGE 2014 21 Visit adAlysis.com for Beta Access

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