Extreme Ad Optimization:Harnessing the Power of Humans & Machines
House Keeping• The webinar is recorded and will be made available• The slides will also be available• Q&A session at the e...
Meet the Speakers         Rob Lenderman              Alexandre Pelletier• Co-Founder &                 • Director of  CMO,...
HUMANSBoostCTR
About BoostWe optimize online advertising through a network ofcreative professionals and a software platform              ...
Today’s Agenda                                                           How to align ad copy with How to tailor ad copy t...
“Brilliant” Ad CopyFascists at Amazon.comFlights toCorpses HellLeg In The BallsKickAmputeesGreat up Prices. Fascists forWh...
“Brilliant” Ad Copy Terrorism: Pursue a certificate in terrorism 100% online, Enroll today.
“Brilliant” Ad Copy
PPC: The Demand Fulfillment Process       SearchQueries, Placements &      Personas                 Ad Copy            Lan...
Who Sees These Ads Anyway?           Intent                                       Persona                         Ready to...
Who Buys Brain Games?
Meet Your ProspectJASON• Male• Mid 30s• Family• Account Manager• Disposable income• Wants to be more   organized/ focused
Now Write an Ad!
A Tale of Two Ads              Ad 1                               Ad 2{KeyWord: Brain Training Games}    Boost Your Brain ...
A Tale of Two Ads                 Ad 1                              Ad 2{KeyWord: Brain Training Games}    Boost Your Brai...
Which Ad Got +95% CTR?              Ad 1                               Ad 2{KeyWord: Brain Training Games}    Boost Your B...
Which Ad Got +95% CTR?              Ad 1                                   Ad 2{KeyWord: Brain Training Games}    Boost Yo...
A Promise• Your ad represents a promise to your prospects, which your landing page needs to fulfill.
Cues from Landing PagesBoost Your Brain PowerEvery Brain Needs a Gym.Fun, Web-Based Training Program!www.Lumosity.com/Brai...
Tip of the Iceberg                              Let’s Talk CTRThere’s more to an increased click-through rate than just ge...
CTR and Quality“ There are three componentsto quality and the biggest one by far is click-through rate! ”                 ...
Factors in Computing Quality Score
Why is Quality Score Important?1. It determines your ad rank             2. It determines your CPC                        ...
Which Ad Got +100% CTR?               Ad 1                                    Ad 2Man Boobs Reduction                    M...
Which Ad Got +100% CTR?                  Ad 1                                 Ad 2Man Boobs Reduction                    M...
Which Ad Got +259% CTR?              Ad 1                                   Ad 2{Keyword:Find Hotels By the Beach}   Beach...
Which Ad Got +259% CTR?              Ad 1                                       Ad 2{Keyword:Find Hotels By the Beach}   B...
Which Ad Got +165% CTR?               Ad 1                                    Ad 2P90X® - Official Site                 P9...
Which Ad Got +165% CTR?                  Ad 1                                  Ad 2P90X® - Official Site                  ...
Which Ad Got +52% CTR?               Ad 1                                    Ad 2Does Your CTR Suck?                   You...
Which Ad Got +52% CTR?               Ad 1                                        Ad 2Does Your CTR Suck?                  ...
Creating Ads Worth Clicking OnAttract attention     Use benefits     Differentiate your with headlines         liberally  ...
Creating Ads Worth Clicking OnAlways be testing    your ads
Know Where to TestTest Where the   Don’t Set It &    Your Ads Are   Traffic Is      Forget It         Beatable
Everybody Wins
MACHINESAcquisio
AcquisioThe leadingplatform tobuy, track, manage, optimize andreport on mediaacross all majorSearch, Social andDisplay net...
Why Using Automation Tools?
Automation Categories   Bid          BidAlgorithms     Rules
ALGORITHMS
How to Choose?• Easier to get started        •   Require advanced skills• Lower probability of error   •   More flexibilit...
Algorithms Best Practices• Conversion Based Algorithms                   Best Uses                   • Maintain mature cam...
Algorithms Best Practices• Position Based Algorithms                    Best Uses                    • Establish new campa...
Algorithms Best Practices• House Keeping Based Algorithms                   Best Uses                   • Optimize highly ...
Algorithms Best Practices• Product Launch Algorithm Progression
Algorithms Best Practices• Campaign Optimization Algorithm Progression
BID RULES
Bid Rules Template•   Achieve first page placement•   Lower overall cost-per-acquisition•   Maintain current cost-per-acqu...
Build Your Own Rules• Post Change To The Engine
Build Your Own Rules• Send Alert to Yourself
Benefits of Automation• Jump start new campaign launch• Maximize campaign performance• Reduce the time spent on low-value ...
Questions?
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Webinar: Extreme Ad Optimization - Harnessing the Power of Humans & Machines

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  • Mention that Acquisio platform is mainly available for Agencies, but all logic and benefits of the tools is the same for Direct advertisier that wants to use Automation tools. It is just that by default I always talk about agencies. So please
  • Campaign automation tools can help reduce the amount of manual grunt work associated with the bid adjustment process. When used properly, they also allow agencies to bottle up their “secret sauce” for bid management success, protecting the agency against the effects of employee turnover. It’s important to remember that, while campaign automation can be a powerful tool, it’s not a magic bullet solution. Technology is never a substitute for good strategy. When used effectively, campaign automation can help marketers maximize paid search performance potential and create a scalable environment that fosters business growth.
  • Essentially, rules make changes based on straightforward, Boolean “if-then” logic. Algorithms make changes based on more complex math. With rules, the user builds a formula for making adjustments based on sample size and look back period. (Acquisio platform allow the user to apply this rule across multiple campaigns, which helps save time in the long run.) In the case of algorithms, the user doesn’t need to know how to build a formula or choose a sample size – the tool does all the work.
  • Webinar: Extreme Ad Optimization - Harnessing the Power of Humans & Machines

    1. 1. Extreme Ad Optimization:Harnessing the Power of Humans & Machines
    2. 2. House Keeping• The webinar is recorded and will be made available• The slides will also be available• Q&A session at the end of the webinar• Use the Chat box to submit your questions at any time
    3. 3. Meet the Speakers Rob Lenderman Alexandre Pelletier• Co-Founder & • Director of CMO, BoostCTR Marketing, Acquisio• Nuclear Engineering & • 15 years Internet Marketing Online Marketing• rob.lenderman@boostCTR.com @apelletier /alexandre.pelletier /in/apelletier
    4. 4. HUMANSBoostCTR
    5. 5. About BoostWe optimize online advertising through a network ofcreative professionals and a software platform www.BoostCTR.com
    6. 6. Today’s Agenda How to align ad copy with How to tailor ad copy to How to get more out of landing pages to maximize specific searchers AdWords not only clicks, but also conversions Detailed best practices The impact the click- around How to test and optimizethrough rate (CTR) on your headlines, descriptions, UR your ad text after you’ve ads has on your overall Ls, launched a campaign pay-per click costs and image ads
    7. 7. “Brilliant” Ad CopyFascists at Amazon.comFlights toCorpses HellLeg In The BallsKickAmputeesGreat up Prices. Fascists forWhatever PricesSmart Deals. OnFind Low you’re & top sellers,Save deals on lookingBargain to 35% onGreat Dealsshop today ononover $25 ship freeSave on Leg Official eBay Online!you can get it Amputees. SiteAirfares. Browse eBay.Qualified orders Promotionswww.ebay.comwww.SmarterTravel.comShopzilla.comAmazon.com/dvd
    8. 8. “Brilliant” Ad Copy Terrorism: Pursue a certificate in terrorism 100% online, Enroll today.
    9. 9. “Brilliant” Ad Copy
    10. 10. PPC: The Demand Fulfillment Process SearchQueries, Placements & Personas Ad Copy Landing Page A question is asked or An answer is given The promise is demand revealed that makes a promise fulfilled (no not!)
    11. 11. Who Sees These Ads Anyway? Intent Persona Ready toLevel of purchase? Who are Where do intent they? they live? Comparing Searching What are Browsing they looking for? The Prospect
    12. 12. Who Buys Brain Games?
    13. 13. Meet Your ProspectJASON• Male• Mid 30s• Family• Account Manager• Disposable income• Wants to be more organized/ focused
    14. 14. Now Write an Ad!
    15. 15. A Tale of Two Ads Ad 1 Ad 2{KeyWord: Brain Training Games} Boost Your Brain PowerSharpen Memory & Attention with Every Brain Needs a Gym.Scientific Brain Games and Tools Fun, Web-Based Training Program!www.Lumosity.com www.Lumosity.com/BrainGames
    16. 16. A Tale of Two Ads Ad 1 Ad 2{KeyWord: Brain Training Games} Boost Your Brain PowerSharpen Memory & Attention with Every Brain Needs a Gym.Scientific Brain Games and Tools Fun, Web-Based Training Program!www.Lumosity.com www.Lumosity.com/BrainGames Matter-of-fact, keyword rich Mental imagery and emotion
    17. 17. Which Ad Got +95% CTR? Ad 1 Ad 2{KeyWord: Brain Training Games} Boost Your Brain PowerSharpen Memory & Attention with Every Brain Needs a Gym.Scientific Brain Games and Tools Fun, Web-Based Training Program!www.Lumosity.com www.Lumosity.com/BrainGames
    18. 18. Which Ad Got +95% CTR? Ad 1 Ad 2{KeyWord: Brain Training Games} Boost Your Brain PowerSharpen Memory & Attention with Every Brain Needs a Gym.Scientific Brain Games and Tools Fun, Web-Based Training Program!www.Lumosity.com www.Lumosity.com/BrainGames Benefits vs. features Strong visual approach Appeal to emotion Brain Games in URL Punctuation
    19. 19. A Promise• Your ad represents a promise to your prospects, which your landing page needs to fulfill.
    20. 20. Cues from Landing PagesBoost Your Brain PowerEvery Brain Needs a Gym.Fun, Web-Based Training Program!www.Lumosity.com/BrainGames
    21. 21. Tip of the Iceberg Let’s Talk CTRThere’s more to an increased click-through rate than just getting moreclicks on your ads!
    22. 22. CTR and Quality“ There are three componentsto quality and the biggest one by far is click-through rate! ” - Hal Varian image by Joi Ito 2008 Chief Economist, Google
    23. 23. Factors in Computing Quality Score
    24. 24. Why is Quality Score Important?1. It determines your ad rank 2. It determines your CPC Ad Rank below yoursBid × Quality Score = Ad Rank Actual CPC = + $0.1 Quality ScoreYou can rank higher with a high QS & The higher your QS, the lower yourlow bid CPC
    25. 25. Which Ad Got +100% CTR? Ad 1 Ad 2Man Boobs Reduction Man Boob TreatmentsSpecialized Cosmetic Doctors. Lose Man Boobs Today With Our Help.Request Your Initial Consultation! Experts in Melborne – Contact Us.TheVictorianCosmeticInstitute.com.au TheVictorianCosmeticInstitute.com.au
    26. 26. Which Ad Got +100% CTR? Ad 1 Ad 2Man Boobs Reduction Man Boob TreatmentsSpecialized Cosmetic Doctors. Lose Man Boobs Today With Our Help.Request Your Initial Consultation! Experts in Melborne – Contact Us.TheVictorianCosmeticInstitute.com.au TheVictorianCosmeticInstitute.com.auHeadlineSpecialized vs. expertsConsultation vs. contact
    27. 27. Which Ad Got +259% CTR? Ad 1 Ad 2{Keyword:Find Hotels By the Beach} Beachfront HotelsSave Time. Find Lodging Near the Compare Beachfront Hotels In OneBeach with KAYAK Location Filters Fast & Easy Search. Save & Book.www.Kayak.com www.Kayak.com/Ads
    28. 28. Which Ad Got +259% CTR? Ad 1 Ad 2{Keyword:Find Hotels By the Beach} Beachfront HotelsSave Time. Find Lodging Near the Compare Beachfront Hotels In OneBeach with KAYAK Location Filters Fast & Easy Search. Save & Book.www.Kayak.com www.Kayak.com/Ads Stronger title tied to searcher psychology Finding is before comparing. One step removed (cycle) Single easy search vs. Location Filters (benefit vs. feature)
    29. 29. Which Ad Got +165% CTR? Ad 1 Ad 2P90X® - Official Site P90X® - Official SiteP90X® Home Work Out Program Tony Horton’s 12 extreme workouts!Get Ripped in 90 Days. Order Today! Special TV Offer. Try it today!Beachbody.com/P90X Beachbody.com/P90X
    30. 30. Which Ad Got +165% CTR? Ad 1 Ad 2P90X® - Official Site P90X® - Official SiteP90X® Home Work Out Program Tony Horton’s 12 extreme workouts!Get Ripped in 90 Days. Order Today! Special TV Offer. Try it today!Beachbody.com/P90X Beachbody.com/P90XFirst line describes what product isConsistent terminology. Do you knowwho Tony Horton is?“TV Offer” in a PPC ad is confusingStrong benefit/feature “Get Ripped”
    31. 31. Which Ad Got +52% CTR? Ad 1 Ad 2Does Your CTR Suck? Your CTR SucksUse Our Ad Writer Network To Raise Time to try something new. BoostCTR’s Dramatically. Learn More Now! your CTR & Conversions by 20%www.BoostCTR.com www.BoostCTR.com
    32. 32. Which Ad Got +52% CTR? Ad 1 Ad 2Does Your CTR Suck? Your CTR SucksUse Our Ad Writer Network To Raise Time to try something new. BoostCTR’s Dramatically. Learn More Now! your CTR & Conversions by 20%www.BoostCTR.com www.BoostCTR.com Assertive Headline CTR AND Conversions Performance oriented: 20%
    33. 33. Creating Ads Worth Clicking OnAttract attention Use benefits Differentiate your with headlines liberally offeringSpeak to the pain Include keywords Include a strong points of your when appropriate call to action audience
    34. 34. Creating Ads Worth Clicking OnAlways be testing your ads
    35. 35. Know Where to TestTest Where the Don’t Set It & Your Ads Are Traffic Is Forget It Beatable
    36. 36. Everybody Wins
    37. 37. MACHINESAcquisio
    38. 38. AcquisioThe leadingplatform tobuy, track, manage, optimize andreport on mediaacross all majorSearch, Social andDisplay networks.
    39. 39. Why Using Automation Tools?
    40. 40. Automation Categories Bid BidAlgorithms Rules
    41. 41. ALGORITHMS
    42. 42. How to Choose?• Easier to get started • Require advanced skills• Lower probability of error • More flexibility• Good for optimization • More powerful without an established • More risky methodology • Help to differentiate your offering
    43. 43. Algorithms Best Practices• Conversion Based Algorithms Best Uses • Maintain mature campaigns • Stabilize fluctuating campaigns • Optimize highly competitive keywords Not Recommended • New campaigns • Brand campaigns
    44. 44. Algorithms Best Practices• Position Based Algorithms Best Uses • Establish new campaigns • Maintain brand positioning • Implement seasonal strategies • Increase long tail keyword volume • Optimize competitor keywords Not Recommended • ROI focused campaigns
    45. 45. Algorithms Best Practices• House Keeping Based Algorithms Best Uses • Optimize highly competitive verticals • Closely monitor new test campaigns Not Recommended • Display campaigns • Competitor campaigns • Branding/Awareness campaigns
    46. 46. Algorithms Best Practices• Product Launch Algorithm Progression
    47. 47. Algorithms Best Practices• Campaign Optimization Algorithm Progression
    48. 48. BID RULES
    49. 49. Bid Rules Template• Achieve first page placement• Lower overall cost-per-acquisition• Maintain current cost-per-acquisition• Generate more conversions• Improve click-through rates• Keep cost-per-clicks low• Target a specific ad position
    50. 50. Build Your Own Rules• Post Change To The Engine
    51. 51. Build Your Own Rules• Send Alert to Yourself
    52. 52. Benefits of Automation• Jump start new campaign launch• Maximize campaign performance• Reduce the time spent on low-value tasks• Use your time for campaign strategy
    53. 53. Questions?

    ×