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.

Why Are Text Ads All The Same? By Pauline Jakober


Published on

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

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

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…