Great Text Ads- SMX East 2011


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Presentation given at SMX East 2011 in the panel Great Text Ads.

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  • First off, this is an interactive session. So that does mean periodically I’ll be bothering you to stop looking at work email and write something down.
  • This is a true story, between my mom and I. She works in a public school and has made leaps and bounds since this story happened, but that was not more than 2 years ago. Please excuse my Paint “skills.”
  • Remember! You don’t search the same for a product you know vs someone that doesn’t know. Get in their shoes. Get in their language. Don’t use technical terms in the ads if your keyword list doesn’t match.
  • If you are stuck, don’t know where to start, start at the beginning.
  • Consider CTR and conversions, amount of impressions. Which keyword best represents the ad group overall? Start there.
  • Last spring, Matt VanWagner dug much deeper into “ad set optimization” (aka Van Wagner Ad Sets Optimization Model”) to explain the concept of creating/building more than a single ad to be a “star.” Consider how many people enter more than one query around the item they are searching for, how the edit that query and how many times they might see your ad.
  • Notice the language differences, the unique selling propositions and the motivation to close the sale. For the teen, it’ll mean less time dealing with apps. For the parents, it’s about how much it costs.
  • We all know Google’s pretty restrictive on some of the more creative aspects of ad copy and has tools that kick the violating ads back, but what about adCenter?
  • A 9.49% CTR vs a 3.81% CTR says that “FREE” not only shows, but works at gathering attention
  • Got something really timely, popular or trying to do a cross promotion on Twitter? These celebrity ads could have used a hashtag in the copy.
  • Check out what these popular hashtags could have been used for…or think about what you could do with a branded hashtag or promotion.
  • Dynamic insertion is great, but it also makes for some truly funny combinations.
  • Search on terms you’ve never tried before, see what others are doing and see what kind of inspiration you can draw. Search for hard to advertise products. Those ads are going to be a bit more creative because they have to be. Go look for the #greattextads twitter hashtag and see what people just in this room have come up with!
  • Great Text Ads- SMX East 2011

    1. 1. Great Text Ads<br />poetry in marketing<br /><br />
    2. 2. Interactive Moment<br />Stop looking at work email.<br />Think of a product or service that you really like or use often.<br />Write it down.<br />
    3. 3. Writing for Your Audience<br />a/k/a<br />Would Your Mom Click on That?<br />
    4. 4. Mom & the Internet<br />
    5. 5.
    6. 6.
    7. 7. Start with the words<br />You know…the keywords<br />
    8. 8. *Look at the keyword list*What keyword has “floated” to the top?*Take that keyword and build the ad around just it.<br />
    9. 9. Interactive Moment<br />That product or service you wrote down, think of who uses it.<br />What keyword(s) would they use to search for it?<br />Write it down.<br />Stop Facebooking, these next couple of slides are interesting.<br />
    10. 10. We’re Here for the Ads<br />We don’t need no stinking keywords!<br />
    11. 11. Ad Set OptimizationVan Wagner Ad Sets Optimization Model<br />One great ad isn’t enough.<br />Especially if you’ve got more than one audience for a set of keywords.<br />Aim for 2-3 solid performing ads.<br />Test around your “set.” <br />
    12. 12. College Application Counselors<br />For Teens <br />For Parents<br />
    13. 13. Great Taste or Less Filling?<br />
    14. 14. Tell Me Something…<br />DYNAMIC!<br />
    15. 15. Dynamic Insertion in Display URLs<br />Insert a dynamic keyword at the end:{keyword:pajamas}<br />Use all caps to really make it pop {KEYWORD} (MSN only)<br />The shorter the URL the better, drop the “www” for example.<br />Separate words with a “+”<br />
    16. 16. Be Dynamic!<br />
    17. 17. Speaking of adCenter…<br />
    18. 18. MSN AdCenter<br />Use capitalization in headlines- while the entire headline can’t all be done in caps, words can.<br />
    19. 19. More MSN AdCenter<br />Want to use “FREE FREE FREE”? <br />No problem.<br />
    20. 20. Free Works<br />
    21. 21. Enough!<br />Go Back to Google AdWords!<br />
    22. 22. Site Links<br />
    23. 23. Tell a Story<br />
    24. 24.
    25. 25. Start a conversation<br />
    26. 26. List More Promotions<br />
    27. 27. Interactive Moment<br /><ul><li>Pick one of the keywords you wrote down.
    28. 28. Write a headline for the audience with that keyword.
    29. 29. Do NOT limit yourself to “best practice.”</li></li></ul><li>Display Ad Builder <br />Google’s adding more and more templates to help you create display ads for the content network.<br />You can upload any picture that’s yours…<br />Have some FUN with it.<br />
    30. 30.
    31. 31.
    32. 32. Inspire Me<br />
    33. 33. What’s Your Tone?<br />Noisy, tasty, smelly, sporty, mean, creepy, serious, dirty, guilty, nerdy, egomaniacal, girly, teen, for bros, fast, slow, aggressive, passive-aggressive, sad, happy, bored, excited, nice, surprise, casual, formal, passionate….<br />
    34. 34. Poetry<br />
    35. 35. Use a Hashtag<br />
    36. 36.
    37. 37. Write Drunk<br />
    38. 38. Write Nerdy<br />
    39. 39. Interactive Moment<br />Pick a tone.<br />Write the body copy of your ad.<br />Ask yourself- would I click on that? Would my audience?<br />Proud of your ad? Tweet it- #SMX #24D<br />Go back to work email.<br />
    40. 40. Write Ads that Sound Dirty<br />
    41. 41.
    42. 42. Just be Smart About it<br />
    43. 43. Find Inspiration in Others<br />
    44. 44.<br />@portentint<br />