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Why Are Text Ads All The Same? By Pauline Jakober

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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: Why Are Text Ads All The Same? - Given by Pauline Jakober, @grptwentyseven - Group Twenty Seven, PPC Director. #SMX #11B

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Why Are Text Ads All The Same? By Pauline Jakober

  1. 1. #SMX #11B @GrpTwentySeven Why are text ads all the same?
  2. 2. #SMX #11B @GrpTwentySeven
  3. 3. #SMX #11B @GrpTwentySeven § Tired of seeing the same ads § Can we be different? § Will it increase our bottom line? § Does the message really matter? § What can we achieve with 80 characters? Why are they all the same?
  4. 4. #SMX #11B @GrpTwentySeven § Client interviews & questionnaires –  Customer service reps –  Sales team –  Product team § Research –  Customer testimonials –  Customer complaints § Competitor ad review § Learn customer pain points § Brainstorming Creating ads – where do we start?
  5. 5. #SMX #11B @GrpTwentySeven §  What are the common themes you hear from customers when reviewing your products? §  When purchasing your product, what is important to your target audience? §  How often does your target audience need and buy your product? §  What do you do better / different / faster than the competition? §  In terms of this product, what are customer pain points? And how do you solve them? Sample Questions
  6. 6. #SMX #11B @GrpTwentySeven
  7. 7. #SMX #11B @GrpTwentySeven § Replace shoes often § Break in a few pairs at a time § Mold to your feet § Lightweight § Flexible § Feet hurt § Brand conscious Know your audience
  8. 8. #SMX #11B @GrpTwentySeven
  9. 9. #SMX #11B @GrpTwentySeven Check out the competition. Do these stand out?
  10. 10. #SMX #11B @GrpTwentySeven Ad Message goes way beyond 80 characters. “Ad Message”
  11. 11. #SMX #11B @GrpTwentySeven Maybe everyone else is on to it? Our Industry Standard Ad Our main message focuses on top brands and makes it clear that we have a wide selection for your preferred style of dance.
  12. 12. #SMX #11B @GrpTwentySeven Test 1 – Replacing shoes often, discounts can help vs 3.31% 3.32%
  13. 13. #SMX #11B @GrpTwentySeven Test 2 – Sore feet, literally a common pain point vs 3.29% 3.32%
  14. 14. #SMX #11B @GrpTwentySeven
  15. 15. #SMX #11B @GrpTwentySeven Test 3 – What the shoe can or will do for you vs 2.49% 2.97%
  16. 16. #SMX #11B @GrpTwentySeven Ad Messaging Results Test Ads CTR Standard Message CTR From Hip Hop to Jazz Always Replacing Buy More, Save More 3.32% 3.31% Sore Feet And Toes? 3.29% 3.32% Lightweight & Molds To Your Foot Shape 2.49% 2.97%
  17. 17. #SMX #11B @GrpTwentySeven Who stands out?
  18. 18. #SMX #11B @GrpTwentySeven Where to now ?
  19. 19. #SMX #11B @GrpTwentySeven Headline Test 1 – To keyword or not to keyword vs 6.47% 2.02%
  20. 20. #SMX #11B @GrpTwentySeven Headline Test 2 – Best Brands vs Buy More, Save More vs 1.44% 2.57%
  21. 21. #SMX #11B @GrpTwentySeven Final Results – Headlines Headlines CTR Headlines No Keyword 2.02% Keyword 6.47% Best Brands In Dance 1.44% Buy More, Save More 2.57%
  22. 22. #SMX #11B @GrpTwentySeven Headlines!
  23. 23. #SMX #11B @GrpTwentySeven § Know your audience § Base decisions on test results in your own world § Know when to hold steady and when to move on § Stay close with team and client – keep thinking and talking § Keep your eyes open § Utilize ad messaging to perfect your headlines In summary
  24. 24. #SMX #11B @GrpTwentySeven § Reposition learning § More headline tests § Test winning Buy More, Save More via sitelinks. §  Further develop & test sitelink strategy § View your whole message, ad text plus extensions § Perfect the offer and deliver! What’s next
  25. 25. #SMX #11B @GrpTwentySeven Keep Pushing…
  26. 26. #SMX #11B @GrpTwentySeven LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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