Presentation from Brighton SEO fringe event 2022.

1. How to win users’ hearts
with best Google Ads copy
Krzysztof Marzec
DevaGroup
@devagroup

2. Good morning / Dzień dobry!
Krzysztof Marzec
CEO DevaGroup

3. WHEN YOU MIX
TECHNOLOGY
WITH PLEASURE

4. „YEAR OF MARKETING AUTOMATION”
2019-2024

5. RESPONSIVE ADS

6. ELEMENTS OF
QUALITY SCORE
1 2 3
EXPECTED
CLICKTROUGH
RATE (CTR)
AD
RELEVANCE
LANDING PAGE
EXPERIENCE

7. We don’t read Ads
we just take a peek at them

8. YOU WILL READ THIS FIRST
Probably this one next
And this one next
And this one at the end, black magic!

9. Unique Selling Proposition
USP
What makes my business different
from others on the market.

10. Highlight
the unique
Change cons to pros
Solve the problems of your
perfect client
USP = VOC

11. NEGATIVE ADS
CAN BE A TRAP
Did you loose your traffic? Get a SEO audit!
Agency is scaming You? Get a SEO audit!
Fed up with poor results? Get a SEO audit!!
Want to sell more? We know how!
We double our client’s ROAS
We know how to boost your sales

12. The first step
to writing the perfect ad
is to analyze your competitors' ads

13. What they really need?
How does my product
solve their problems?
Which elements
are mandatory?
VOICE OF THE CUSTOMER

14. AUCTION INSIGHTS

15. ADVERTISING
RESEARCH

16. EXAMPLES

17. NEVER MAKE FALSE PROMISES OR LIE IN AN AD
SERP BOUNCE WILL KILL YOUR SCORE
WHEN YOU GO ON A DATE
WITH A GIRL YOU MET ON SNAPCHAT
AND SHE COMES WITHOUT HER DOG EARS

18. Call To Action
CTA
Clear message:
What is user's next move.

19. Sign up
Buy tickets
Call us
and book
1
2
3

20. Sign up and get that beach body
for summer
Buy the last tickets at this price
Call us
and book the last item in stock
1
2
3

21. Discounts and
special offers
-10 EUR vs. 10% discount
vs. added value
Limited time
and quantity
3
1
2
When you chose
to cheer yourself
up through
shopping, your
1st choice was the
liquor store.

22. Throw out obvious CTAs
to sitelink extensions

23. CREATIVE WORK
TAKES TIME
WHEN AN HOURLY
CHARGED CLIENT ASKS
YOU TO WORK FASTER

24. dates • prices • quantities
Numbers

25. Visit Egypt
from 999 EUR
Delivering
since 1999
Buy from 99 / 97 / 140,02 EUR
70% discount
300 bikes
from 30 brands
NUMBERS
1
2
3
4

26. A well-written ad
only attracts the right users

27. DIFFERENT APROACH

28. AD ROTATION

29. Sign up for our training on May 20
Sign up for training - last tickets
Sign up for our training. We’ll raise prices in 3 days.
Sign up for our training today and get free bonus
THIS IS ONLY A THEORY
TEST IT - WE DON’T KNOW WHAT WORKS BEST

30. DYNAMIC KEYWORD
INSERTION
Ad clicks views CTR avg. CPC conv. cost CVR
No DKI #1 5564 22430 22,78% 0,37 zł 1,44 zł 25,48%
No DKI #2 12040 57 027 21,11% 0,39 zł 1,59 zł 24,41%
No DKI #3 5492 24 145 22,75% 0,37 zł 1,38 zł 27,08%
DKI 1611 9 081 17,74% 0,48 zł 2,09 zł 22,86%

31. We are recommended
by 9 out of 10 dentists
PROOF
7
Are you looking for the
perfect kettle?
ASK
6
short ads
SHORT
5
summer sale
CURRENT EVENTS
3
for you and your family
DIRECT
2
#FeelFREE
VISUAL
8
rest, while your robot
cleans up
BENEFITS
4
REPEAT
1
use keyword 2x

32. Satisfaction • Fear • Risk
Emotions
The Internet emotion:
FOMO – Fear Of Missing Out

33. The best friend What do they love?
SWISS ARMY KNIFE METHOD
PERRY MARSHALL
What do they hate?
The worst enemy
SIMPLIFIED

34. LOOKING FOR AN UNICORN?
THINK LINK YOUR CLIENT

35. DO NOT COPY
STAND OUT

36. Where is Your wife now? Is she cheating with him right now?
ANGER AND HATE
REVENGE INSTINCT · A CLEAR IMAGE OF THE ENEMY
Source: Perry Marshall
Where is your husband now? Is he cheating with her right now?

37. By detecting cancer early, you have a 100% chance of survival
FEAR
NEGATIVE AD · BAD NEWS
Source: Perry Marshall / Larry Kim
Only 5% of women will survive 5 years with a late diagnosis of cancer

38. Take care of your immunity through regular activity
We help make autumn solstice harmless
SYNERGY:
REACH · RELEVANT · FUTURE BENEFITS
Source: Totalfitness.pl

39. Google Display Network Ads
GDN

40. should look like a button
BUTTON + CTA
7
of placement
CONTEXT
6
leave empty
TOP RIGHT CORNER
5
with landing page
CONSISTENT
3
Again, extended reach
RESPONSIVE
2
less text is better
SIMPLE
8
Just Do It
LOGO and TAGLINE
4
MANY FORMATS
1
extended reach

41. TEST
AND GET INSPIRED
Moat.com / Semrush.com

42. TWO TIPS TO CHANGE YOUR VIEW
MEASURMENT

43. It is a bumpy road
be patient and try to see the whole picture

44. Attribution
Difficult to interpret
1
Different results
In different ad groups
2
Just stupid A/B tests
Using Title Case
3
*

45. TRAP #1 CTR
CVR IS MUCH MORE IMPORTANT

46. TRAP #2 REPORTS
LOOK AT INDIVIDUAL
AD / KEYWORD REPORTS

47. Is your mind full
of ideas?

48. YOU WILL NOT CHANGE THE
WORLD WITH YOUR AD
THEREFORE, WORK ON ALL FACTORS

49. Thank You / Dziękuję!
Krzysztof Marzec
CEO @ DevaGroup
SEO, Google Ads & Analytics Trainer
Add me on LinkedIn!
dva.pl/km