In this webinar recording, Hanapin’s Lauren Rosner and Wordstream’s Mark Irvine have a conversation about ad copy to give you new approaches and tips that will drive better results for your company. They’ll even provide some case studies for inspiration.

1. 1
www.dublindesign.com
Data Insights and
Strategies for Irresistible
Ad Copy
HOSTED BY:

2. Presenters
• Mark Irvine
– Senior Data Scientist
– @MarkIrvine89
• Lauren Rosner
– Senior Production Specialist
– PPC Hero Blogger
– @lkrosner

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

6. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

8. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

9. #thinkppc
Agenda
• The Evolution of Ads
• Testing
• Rotation
• Number of Ads
• Writing to Your Audience
• The Future of Ads

10. #thinkppc
The Evolution of Ads

11. The Evolution of Ads

12. #thinkppc
Testing and Rotation

13. Testing
99% stat sig 21% lift

14. Rotation

15. Rotation

16. Rotation

17. #thinkppc
More, More, More

18. How Many Ads?

19. How Many Ads?
Just testing multiple
ads is often enough
to be successful.
Ad groups with more
ETAs have a 21%
higher CTR!

20. How Many Ads?
Although most of
advertisers are testing at
least at least 1 ETA, most
ad groups are currently
ONLY testing
exactly 1 ETA!

21. How Many Ads?

22. #thinkppc
Writing to Your
Audience(s)

23. Writing to Your Audience

24. Writing to Your Audience

25. Writing to Your Audience

26. Writing to Your Audience

27. Writing to Your Audience
Demographic targeting is available on:

28. Writing to Your Audience

29. Writing to Your Audience
Ad shown only to men: Ad shown only to women:
CTR: 7.31%
CVR:
1.82%
CTR:
11.59%
CVR: 4.35%
CTR: 9.25%
CVR:
3.80%Improved CTR 60%!
Improved CVR
140%!!
Improved CTR 30%!
Improved CVR
110%!!

30. #thinkppc
Ad Customizers

31. Ad Customizers
NEW on Google: IF Statements for Device & Audience.

32. Ad Customizers
Ad shown on mobile: Ad
shown on desktop:
Increased Mobile
CTR by 40%

33. #thinkppc
The Future of Ads

34. Conversions directly on the
SERP
Buy directly on the SERP
Home Service Ads Bing Chatbox Extensions

35. Stay in the forefront
• Start peeling back the layers
• Run your data through different filters
• Use the customization tools that make sense for
you
• Video and Social
• Use drafts and experiments for targeted A/B
testing
• Allow machines to optimization

36. #thinkppc

37. Offers!
A. Enter WordStream’s “Grade and Get Paid”
challenge. Improve your account with our free tool
and be entered to win $25k in AdWords spend.
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

38. Live Q&A Time!

39. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Wordstream Directly: mirvine@wordstream.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf