The document outlines five essential tricks for creating effective PPC ads, emphasizing the importance of engaging ad copy that avoids mediocrity. Key strategies include capturing attention quickly, tapping into emotions, personalizing ads based on location, and leveraging FOMO (fear of missing out) to prompt action. By applying these tactics, marketers can significantly enhance the performance of their ads and stand out in a competitive space.

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5 Tricks to Create
Unforgettable PPC
Ads
@ErinSagin

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www.wordstream.com/learn
Want to get smart in paid search?

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Join the conversation on Twitter
@WordStream
@ErinSagin

4. 4WordStream Confidential
Meet Your Presenter
@ErinSagin
Erin Sagin
PPC Evangelist & Community
Manager
WordStream

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Digital Marketers Are Under Attack
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6. 6WordStream Confidential @ErinSagin

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What Do All of These Ads
Have In Common?
They all suck!!
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Your Ads
Don’t Have to
Suck!
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Confession:
I Barely Understand Football
Cowboys
Jersey
Packers
Hat
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#2 Most Popular YouTube
Video of 2015 @83
Million Views (AND IT’S
AN AD)
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People Pour Tons of Resources Into
Producing the BEST Super Bowl Ads
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Bet You’re Not Putting THAT Much
Effort Into Your PPC Ads…
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Text ad creation is pretty
straightforward.
Uh, FALSE!
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Anomalies DO Exist
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Stop Settling for Average!
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Feel Like You’ve Already Tried Everything?
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Swapping Punctuation
LAME!!
@ErinSagin

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Using Your Thesaurus As A Crutch
ALSO LAME!!
@ErinSagin

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Using Dynamic Keyword Insertion
Seems pretty
effective at
first…
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Using Dynamic Keyword Insertion
But it doesn’t produce
rare, extraordinary ads.
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Appending Ad Extensions
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Reality: Small Changes = Small Impact
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Big Changes Yield Big Results
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Can You Really Make Big Changes
With Just 95 Characters?
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“For sale: Baby
shoes. Never worn.”
-E. Hemingway

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I’m Not Very Creative!
@ErinSagin

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5 Tricks to Write
Unforgettable Ad
Copy

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#1 Hook ‘Em Early

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@ErinSagin

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Who Has A Longer Attention Span?
9
seconds
8
seconds
A Goldfish Ralph
@ErinSagin

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Identify Headlines Working
Well on Other Channels
@ErinSagin

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Steal Ideas From Content Marketers
@ErinSagin

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Hack: Use Buzzsumo
To See What People Are Sharing
@ErinSagin

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#2 Tap Into Emotions

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Emotions Incite Action

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Hack: Perry Marshall’s Swiss Army Knife
You
A Thing Your
Customer
Loves
A Thing Your
Customer
Hates
Your
Customer’s
Best Friend
Your
Customer’s
Worst Enemy
Your
Customer
@ErinSagin

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Putting It Into Practice
• You = Divorce Attorney
• Your Customer = Scorned Wife
• Her Worst Enemy = Her
Cheating Husband
• Something She Hates = His
Mistress
• Something She Loves =
Revenge
@ErinSagin

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Which Lawyer Would You Call?
+30%
CTR!!!
@ErinSagin

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Leveraging Scare Tactics To Prevent
Breast Cancer
@@ErinSagin

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Ad #1
@ErinSagin

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Ad #2: We Made One Very Small Change
@ErinSagin

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Winner: Ad #2
125% Increase In
Appointments Booked +
170% Increase In Call
Volume
@ErinSagin

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Top 10 Emotional Drivers
1. Amusement
2. Interest
3. Surprise
4. Happiness
5. Delight
6. Pleasure
7. Joy
8. Hope
9. Affection
10.Excitement
@ErinSagin

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When In Doubt, Turn To Humor
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#3 Get Your Mind In the Gutter

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This Occurred To Us By Accident
Yielded 60% More Clicks
Than Average Ad!
@ErinSagin

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It’s Nothing New

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Even Your Grandparents Fell For It!
@ErinSagin

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A Cheeky Hint Is All It Takes
CTR was
47% higher!!
@ErinSagin

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Even Text Ads Can Be Provocative
Hey Big Boy!
Start Losing
Weight Today.
Size Does Matter.
@ErinSagin

63. 63WordStream Confidential @ErinSagin

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Alert: Exercise Caution
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#4 Get Personal
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But Searchers Are Anonymous…

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The Basics…

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Location Matters
Live
4 in 5 consumers want search
ads customized to their city,
zip code or immediate
surroundings.
Source: Infographic: Understanding Consumers’ Local Search Behavior, Think With Google
@ErinSagin

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Example: POP Yachts
In My Backyard1,094 Nautical
Miles Away
@ErinSagin

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Hack: Geo Ad Customizers Make
Your Life Way Easier
30%+ CTR
13%+ Conversion
Rate
@ErinSagin

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More searches occur on mobile
devices than desktop
computers.
Source: Inside AdWords, Building for the Next Moment

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Acknowledge That Searchers Are On Their Phones
@ErinSagin

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Identity Based Targeting
Is A Game-Changer

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1. Remarketing Lists for Search Ads
@ErinSagin

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Remarketing + Search = Doubly
Powerful
2X Higher CTR!
2X Higher Conversion
Rates!
@ErinSagin

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2. Customer Match Targeting
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Get the Most Out of These
Campaigns With Targeted Ad Copy!
@ErinSagin

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But Don’t Be A Creep About It…
@ErinSagin

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Convince Prospects to Take the
Plunge With Discounts!
• 10% Off Your First
Purchase
• Free Shipping for New
Customers
• Complimentary Setup
For New Customers
@ErinSagin

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Use Copy to Counteract
Common Objections
Why are they hesitant
to buy in the first
place? Turn to your
reviews!
• Free Returns Within
30 Days
• Top Notch Customer
Service Team
@ErinSagin

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Take A Hint From Mickey D’s
Highlight complementary
packages
• Our Phones Look Even
Better In Custom
Cases!
• Need Help With Our
Software? Our
Consultants Can Help!
@ErinSagin

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#5 Leverage FOMO
@ErinSagin

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Fear of Missing Out (FOMO) >
Logical Reasoning
Confession: I hate this dress.
Why did I buy it??
• Original price: $1,750
• My find: $109
• Discount: 94% off!
• Number left in the store:
ONE
@ErinSagin

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How Could I Resist?

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Use Countdowns To Create Urgency
As sale ends (or product
supply diminishes), CTRs
and CVRs increase up to
3X!!

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Hack: Use Ad Customizers to
Automate the Process
@ErinSagin

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Take A Hint From J. Crew
Pro-tip:
Rotate ad
customizers to
create
perpetual sales
or demonstrate
a dwindling
product supply!
@ErinSagin

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Bottom Line: Your
Ads Don’t Have to
Suck!

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Be a
Unicorn In
A Sea of
Donkeys!!

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Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC
@ErinSagin

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Q & A

95. 95WordStream Confidential @ErinSagin