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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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Great Text Ads- SMX East 2011

  1. 1. Great Text Ads<br />poetry in marketing<br />elizabeth@portent.com<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 />
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  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: www.examplesite.com/{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 />
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  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 />
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  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 />
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  42. 42. Just be Smart About it<br />
  43. 43. Find Inspiration in Others<br />
  44. 44. elizabeth@portent.com<br />@portentint<br />

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