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P O W E R
POWER
CREATIVE
DESIGN
Ashley Ward
SEMrush
Corporate Speaker
Social Media and Content Marketer
@AshleyMadhatter
@ A S H L E Y M A D H A T T E R
Adwords, Facebook, and LinkedIn Ad Copy
A D W O R D S T I P S F A C E B O O K T I P S L I ...
P O W E R
E c o n o m i c
I m p a c t
According to Google, advertisers
on their platform make $2 for
every $1 spent.
@ A S...
P O W E R
$ 1 A D a y
Minimum ad spend on Facebook
is only $1 per day, and they have
the lowest cost per 1,000
impressions...
P O W E R
A d s t a g e
LinkedIn Ads are gaining steam
as marketers are setting aside
more budget for LinkedIn Ads
now mor...
Using either
network, you can
reach thousands for
as little as
$30 a month.
Adespresso@ A S H L E Y M A D H A T T E R
P O W E R
@ A S H L E Y M A D H A T T E R
Understanding
the Difference
@ A S H L E Y M A D H A T T E R
• User intent is there and very clear
@ A S H L E Y M A D H A T T E R
• Shorter ad copy - black & white
• Keywords are mor...
• Absolutely no user intent
@ A S H L E Y M A D H A T T E R
• Long, very long ad copy options
• You’re allowed to be creat...
• Speaking directly to a person and demographic
• Sponsored InMail
@ A S H L E Y M A D H A T T E R
• Keywords aren’t the p...
@ A S H L E Y M A D H A T T E R
Adwords Ad Copy Tips
AD W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Provide a
Solution
User intent is everything. Your ads
shou...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think of Voice
Search
Terminology
Voice search now accounts...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think People
First, Keywords
Second
People are the ones sea...
P O W E R
@ A S H L E Y M A D H A T T E R
Use Numbers in
Your Ad Copy
Numbers help convert. Include
numbers like:
• The di...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
• Back to idea of humanizi...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
17
AdEspresso
• Tired of b...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
18
AdEspresso
• Tired of b...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Use Organic For
Headline
Inspiration
Use tools like SEMrush...
@ A S H L E Y M A D H A T T E R
Facebook Ad Copy Tips
A D W O R D S T I P S F AC E B O O K T I P S L I N K E D I N T I P S...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Experiment with
Long Copy vs
Short Copy
Run an A/B ad test ...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each ...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each ...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each ...
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them wit...
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them wit...
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them wit...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
s...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
s...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
s...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's pers...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's pers...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's pers...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's pers...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you a...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you a...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you a...
Think Mobile First
on Facebook
@ A S H L E Y M A D H A T T E R
P O W E R
E x p a n e d
R a m b l i n g s
56.5% of Facebook users ONLY
login on mobile.
@ A S H L E Y M A D H A T T E R
42
P O W E R
E x p a n d e d
R a m b l i n g s
89% of Facebook ad revenue
comes from mobile.
@ A S H L E Y M A D H A T T E R
...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Mobile-
First on
Facebook
Copy should focus on engage...
@ A S H L E Y M A D H A T T E R
LinkedIn Ad Copy Tips
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P ...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addres...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addres...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addres...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professi...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professi...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professi...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
55
P O W E R
@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
• Write ads that speak to micro
...
P O W E R
@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
• Write ads that speak to micro
...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought...
@ A S H L E Y M A D H A T T E R
Ad Copy Tips - For Them All
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N ...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Use Local
Terminology
65
No one is doing this on LinkedIn.
...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Timely,
Not Past Tense
• Focus on time periods. Yes, ...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Timely,
Not Past Tense
• Focus on time periods. Yes, ...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Satisfy Both Bots
AND Humans
Ensure that your ad is:
• Rece...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Focus on emotional ad copy just...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the ben...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the ben...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the ben...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the ben...
Know What Are
Your Competitors
Doing
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competi...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competi...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competi...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Use tools for Adwords
competitive ana...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Follow competitors on social for
thei...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Follow competitors on social for
thei...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time pe...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time pe...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time pe...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time pe...
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time pe...
P O W E R
@ A S H L E Y M A D H A T T E R
G E T S L I D E S
Ashley.Ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashley...
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Ad Copy Tips For Adwords, Facebook, and LinkedIn Ads: BrightonSEO

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Writing ad copy for a Facebook advertisement is completely different from writing ad copy for Adwords. A user on Google has intent, and is clearly looking for a solution.

Whereas a user on Facebook or LinkedIn is casually browsing their News Feed, not expecting to engage with an ad. Which is why you need to know how to master the fine art of ad copy writing for any advertising venue.

In this presentation, I explain how you can write ad copy that attracts your demographic for each ad venue. You’ll also learn how to see what kinds of advertisements your competitors are making and gain new ad copy ideas.

Published in: Marketing
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Ad Copy Tips For Adwords, Facebook, and LinkedIn Ads: BrightonSEO

  1. 1. P O W E R POWER CREATIVE DESIGN Ashley Ward SEMrush Corporate Speaker Social Media and Content Marketer @AshleyMadhatter
  2. 2. @ A S H L E Y M A D H A T T E R Adwords, Facebook, and LinkedIn Ad Copy A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SAD I N F O 1 2 3 4 F I N A L T I P S 5
  3. 3. P O W E R E c o n o m i c I m p a c t According to Google, advertisers on their platform make $2 for every $1 spent. @ A S H L E Y M A D H A T T E R
  4. 4. P O W E R $ 1 A D a y Minimum ad spend on Facebook is only $1 per day, and they have the lowest cost per 1,000 impressions in advertising history. @ A S H L E Y M A D H A T T E R
  5. 5. P O W E R A d s t a g e LinkedIn Ads are gaining steam as marketers are setting aside more budget for LinkedIn Ads now more than ever. @ A S H L E Y M A D H A T T E R
  6. 6. Using either network, you can reach thousands for as little as $30 a month. Adespresso@ A S H L E Y M A D H A T T E R
  7. 7. P O W E R @ A S H L E Y M A D H A T T E R Understanding the Difference @ A S H L E Y M A D H A T T E R
  8. 8. • User intent is there and very clear @ A S H L E Y M A D H A T T E R • Shorter ad copy - black & white • Keywords are more relevant • Dynamic keyword insertion / keyword tools • Goals are measured clicks, impressions, conversions, & CTR
  9. 9. • Absolutely no user intent @ A S H L E Y M A D H A T T E R • Long, very long ad copy options • You’re allowed to be creative • Purchase may be overtime, not immediate • Goals are measured via engagement metrics and branding
  10. 10. • Speaking directly to a person and demographic • Sponsored InMail @ A S H L E Y M A D H A T T E R • Keywords aren’t the primary focus • Results are more immediate due to connections • Goals are measured via engagement metrics, brand awareness, and conversions
  11. 11. @ A S H L E Y M A D H A T T E R Adwords Ad Copy Tips AD W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N A L T I P S 5
  12. 12. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Provide a Solution User intent is everything. Your ads should provide: • Who • What • When • Where • Solution 12
  13. 13. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think of Voice Search Terminology Voice search now accounts for 20% of all Google mobile queries • Use long-tail copy 13 WordStream • Write like we speak • Do your own voice search
  14. 14. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think People First, Keywords Second People are the ones searching, not just bots. • Use pronouns: we, she, he, us 14 WordStream • Focus on humanizing your copy • Less focus on keyword stuffing
  15. 15. P O W E R @ A S H L E Y M A D H A T T E R Use Numbers in Your Ad Copy Numbers help convert. Include numbers like: • The discount percentage 15 AdEspresso • Amount of awards won • Statistics to prove your point • Total amount of savings Make sure the numbers are relevant to your point
  16. 16. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Ask Questions to Provide Answers • Back to idea of humanizing ad copy • Common question > provide answer 16 AdEspresso
  17. 17. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Ask Questions to Provide Answers 17 AdEspresso • Tired of battling sun damage? • Back to idea of humanizing ad copy • Common question > provide answer
  18. 18. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Ask Questions to Provide Answers 18 AdEspresso • Tired of battling sun damage? • Back to idea of humanizing ad copy • Common question > provide answer • Need pizza now?
  19. 19. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Use Organic For Headline Inspiration Use tools like SEMrush Keyword Analytics to pull organic results: • Headline ideas • Subhead ideas • Body copy 19
  20. 20. @ A S H L E Y M A D H A T T E R Facebook Ad Copy Tips A D W O R D S T I P S F AC E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N A L T I P S 5
  21. 21. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Experiment with Long Copy vs Short Copy Run an A/B ad test targeting same demographics, same budget, same imagery. Ad A: Long form copy Ad B: Short form copy 21
  22. 22. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy Create different ad copy for each stage that your audience is in: TOFU: Brand awareness ad copy - you exist 22
  23. 23. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy Create different ad copy for each stage that your audience is in: TOFU: Brand awareness ad copy - you exist MOFU: You have a solution 23
  24. 24. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy Create different ad copy for each stage that your audience is in: TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo 24
  25. 25. P O W E R @ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy When people engage with TOFU then you retarget them with MOFU > BOFU - Better user experience 25
  26. 26. P O W E R @ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy When people engage with TOFU then you retarget them with MOFU > BOFU - Better user experience - Better lead quality 26
  27. 27. P O W E R @ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy When people engage with TOFU then you retarget them with MOFU > BOFU - Better user experience - Better lead quality - Better conversions 27
  28. 28. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Have Fun on Facebook Facebook ads don’t have user intent, so make it fun to attract the user: • Add emojis to the ad copy 28
  29. 29. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Have Fun on Facebook Facebook ads don’t have user intent, so make it fun to attract the user: • Add emojis to the ad copy • Ask a question in the copy and have the image answer it 29
  30. 30. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Have Fun on Facebook Facebook ads don’t have user intent, so make it fun to attract the user: • Add emojis to the ad copy • Ask a question in the copy and have the image answer it • Use terminology your demographic uses 30
  31. 31. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? 31
  32. 32. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? Do they use slang terms? 32
  33. 33. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? Do they use slang terms? Do they use local terminology? 33
  34. 34. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? Do they use slang terms? Do they use local terminology? Write ad copy the matches. 34
  35. 35. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tell a Story With Your Content Use the whole ad to tell the story: 1. Define your buyer personas 35
  36. 36. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tell a Story With Your Content Use the whole ad to tell the story: 1. Define your buyer personas 2. Identify what their pain points are 36
  37. 37. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tell a Story With Your Content Use the whole ad to tell the story: 1. Define your buyer personas 2. Identify what their pain points are 3. State how your product or service solves those pain points 37
  38. 38. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Influencer Content 1. Get influencers to give you access to their Facebook page (works with micro-influencers). 38
  39. 39. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Influencer Content 1. Get influencers to give you access to their Facebook page (works with micro-influencers). 2. Run ads promoting the posts on their page - your content 39
  40. 40. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Influencer Content 1. Get influencers to give you access to their Facebook page (works with micro-influencers). 2. Run ads promoting the posts on their page - your content 3. Use their audience for targeted advertising 40
  41. 41. Think Mobile First on Facebook @ A S H L E Y M A D H A T T E R
  42. 42. P O W E R E x p a n e d R a m b l i n g s 56.5% of Facebook users ONLY login on mobile. @ A S H L E Y M A D H A T T E R 42
  43. 43. P O W E R E x p a n d e d R a m b l i n g s 89% of Facebook ad revenue comes from mobile. @ A S H L E Y M A D H A T T E R 43
  44. 44. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think Mobile- First on Facebook Copy should focus on engagement, something you can do on mobile: • Check-in • Install Now • Watch a video • Download 44
  45. 45. @ A S H L E Y M A D H A T T E R LinkedIn Ad Copy Tips A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N AL T I P S 5 45
  46. 46. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Keep Copy Short & Sweet • Write ad headlines that are under 150 characters. 46
  47. 47. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Keep Copy Short & Sweet • Write ad headlines that are under 150 characters. • Keep descriptive copy under 70 characters. 47
  48. 48. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Keep Copy Short & Sweet • Write ad headlines that are under 150 characters. • Keep descriptive copy under 70 characters • Anything over 100 characters could be cut off on desktop 48
  49. 49. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Don’t Copy & Paste InMail Get your InMail read by: • Addressing the person’s name 49
  50. 50. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Don’t Copy & Paste InMail Get your InMail read by: • Addressing the person’s name • Taking the time to customize each InMail body text 50
  51. 51. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Don’t Copy & Paste InMail Get your InMail read by: • Addressing the person’s name • Taking the time to customize each InMail body text • It’s not a formal letter, so don’t write like it. • Keep it short, personal, and to the point 51
  52. 52. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Put Your Professional Pants On LinkedIn is used by professionals. Your ad copy should: • Provide a solution to professional problems 52
  53. 53. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Put Your Professional Pants On LinkedIn is used by professionals. Your ad copy should: • Provide a solution to professional problems • Use professional terminology 53
  54. 54. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Put Your Professional Pants On LinkedIn is used by professionals. Your ad copy should: • Provide a solution to professional problems • Use professional terminology • Offer an improvement opportunity 54
  55. 55. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Run Micro- Campaigns • Practice hyper-targeting 55
  56. 56. P O W E R @ A S H L E Y M A D H A T T E R Run Micro- Campaigns • Practice hyper-targeting • Write ads that speak to micro audiences 56
  57. 57. P O W E R @ A S H L E Y M A D H A T T E R Run Micro- Campaigns • Practice hyper-targeting • Write ads that speak to micro audiences • Multiple ads targeting sub-sections of your demographic 57
  58. 58. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content 58
  59. 59. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story 59
  60. 60. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success 60
  61. 61. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success • Show a quick demo of your product 61
  62. 62. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success • Show a quick demo of your product • Give a sneak peak of your webinar 62
  63. 63. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success • Show a quick demo of your product • Give a sneak peak of your webinar • Event promotion / preview 63
  64. 64. @ A S H L E Y M A D H A T T E R Ad Copy Tips - For Them All A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N AL T I P S 5
  65. 65. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Use Local Terminology 65 No one is doing this on LinkedIn. #BetheFirst
  66. 66. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think Timely, Not Past Tense • Focus on time periods. Yes, that means updating your ad copy each month or each season 66
  67. 67. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think Timely, Not Past Tense • Focus on time periods. Yes, that means updating your ad copy each month or each season • Feel more like a human by being timely 67
  68. 68. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Satisfy Both Bots AND Humans Ensure that your ad is: • Receiving engagement • Still hitting metrics 68
  69. 69. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Focus on emotional ad copy just as much as you focus on keywords. 69
  70. 70. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit 70
  71. 71. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit • Has an angry tone of voice 71
  72. 72. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit • Has an angry tone of voice • URL: Cheating-Husband = anger 72
  73. 73. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit • Has an angry tone of voice • URL: Cheating-Husband = anger 73 • Offers solutions: email address, numbers, and usernames
  74. 74. Know What Are Your Competitors Doing @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
  75. 75. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • What kind of ad copy are your competitors using? • Their content 75
  76. 76. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • What kind of ad copy are your competitors using? • Their content • Influencer’s content 76
  77. 77. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • What kind of ad copy are your competitors using? • Their content • Influencer’s content • User’s content 77
  78. 78. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • Use tools for Adwords competitive analysis: • Advertising Research • Competitive Analysis Domain Overview 78
  79. 79. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • Follow competitors on social for their ads to appear 79
  80. 80. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • Follow competitors on social for their ads to appear • Use tools to see competitor ads: • Adfox 80
  81. 81. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period 81
  82. 82. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page 82
  83. 83. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page • Same target demographic 83
  84. 84. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page • Same target demographic • Different headlines 84
  85. 85. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page • Same target demographic • Different headlines • Different ad copy 85
  86. 86. P O W E R @ A S H L E Y M A D H A T T E R G E T S L I D E S Ashley.Ward@SEMrush.com L I N K E D I N Linkedin.com/in/ashleyward90 S E M r u s h www.SEMrush.com F O L L O W M E

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