My deck from Pubcon Austin 2016!

1. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
7 CRAZY-EFFECTIVE
IMAGE AD
STRATEGIES
TO 5X YOUR CTRS
BY ERIN SAGIN

2. #pubcon
MEET ERIN
• PPC EVANGELIST & COMMUNITY
MANAGER AT WORDSTREAM
• HAS WORKED IN PAID SEARCH
FOR 4+ YEARS
• “FROM” BOSTON, MA
• TWEET ME @ERINSAGIN

3. #pubcon
TRUTH: GETTING
PEOPLE TO CLICK
ON YOUR ADS IS
NO EASY FEAT
@ERINSAGIN #PUBCON

4. #pubcon
YOUR AUDIENCE
ISN’T
NECESSARILY IN
THE MOOD
@ERINSAGIN #PUBCON

5. #pubcon
THEY’RE READING
THE NEWS
@ERINSAGIN #PUBCON

6. #pubcon
OR WATCHING
PRINCE TELL KIM
KARDASHIAN TO
GET OFF THE
STAGE
@ERINSAGIN #PUBCON

7. #pubcon@ERINSAGIN #PUBCON

8. #pubcon
EVEN WORSE, MOST PEOPLE HATE ADS
@ERINSAGIN #PUBCON

9. #pubcon
AD BLOCKERS ARE
GAINING
PREVALENCE
@ERINSAGIN #PUBCON

10. #pubcon
FAR TOO MANY OF
US HAVE GIVEN
UP
@ERINSAGIN #PUBCON

11. #pubcon
WE’VE SET THE
BAR LOW FOR
OURSELVES
@ERINSAGIN #PUBCON

12. #pubcon
I GET IT. MOST DISPLAY ADS’ CLICK-THROUGH
RATES DO SUCK
@ERINSAGIN #PUBCON

13. #pubcon
GDN CLICK-THROUGH RATE DISTRIBUTION
@ERINSAGIN #PUBCON

14. #pubcon
“IF YOU HANG
AROUND WITH
LOSERS YOU
BECOME A
LOSER”
-DONALD TRUMP
@ERINSAGIN #PUBCON

15. #pubcon
STOP SETTLING FOR AVERAGE!
DISTRIBUTION
POINT
CLICK-THROUGH
RATE
VS.
MEDIAN
MEDIAN .35%
TOP 10% 1.88% 5X
TOP 5% 2.65% 8X
TOP 1% 4.8% 14X
@ERINSAGIN #PUBCON

16. #pubcon
BREAK OUT OF
THE LOSER
STREAK AND
STRIVE FOR
HIGHER CTRS
@ERINSAGIN #PUBCON

17. #pubcon
EVEN BETTER, GET A SECRET QUALITY SCORE
BOOST
Higher CTR =
Lower CPC
A 0.1% increase/decrease
yields ~ 20% increase/decrease
in CPC!
@ERINSAGIN #PUBCON

18. #pubcon
YOUR ADS
DON’T
HAVE TO
SUCK!
@ERINSAGIN #PUBCON

19. #pubcon
YEAH, I KNOW. IT’S EASIER SAID THAN
DONE…
@ERINSAGIN #PUBCON

20. #pubcon
ERIN’S TOP 7
IMAGE AD CREATIVE
TIPS
@ERINSAGIN #PUBCON

21. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
AD CREATIVE TRICK #1
HOOK ‘EM EARLY
@ERINSAGIN #PUBCON

22. #pubcon@ERINSAGIN #PUBCON

23. #pubcon@ERINSAGIN #PUBCON

24. #pubcon
WHO HAS A LONGER ATTENTION SPAN?
A GOLDFISHJOE LARATRO
8SECONDS
9SECONDS@ERINSAGIN #PUBCON

25. #pubcon
IDENTIFY COPY THAT WORKS WELL ON OTHER
CHANNELS
@ERINSAGIN #PUBCON

26. #pubcon
STEAL IDEAS
FROM CONTENT
MARKETERS
@ERINSAGIN #PUBCON

27. #pubcon
HACK: USE BUZZSUMO TO SEE WHAT’S
WORKING FOR OTHERS
@ERINSAGIN #PUBCON

28. #pubcon
OR, DOUBLE UP!
@ERINSAGIN #PUBCON

29. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
AD CREATIVE TRICK #2
GET PERSONAL
@ERINSAGIN #PUBCON

30. #pubcon
FACT: HUMANS ARE
INHERENTLY SELFISH
@ERINSAGIN #PUBCON

31. #pubcon
What’s in it
for me?
@ERINSAGIN #PUBCON

32. #pubcon
FINALLY! A VOICE OF REASON
@ERINSAGIN #PUBCON

33. #pubcon
REMARKETING ADS YIELD AWESOME CTRS
USERS ARE 76%
MORE LIKELY TO
CLICK ON A
REMARKETING AD!
@ERINSAGIN #PUBCON

34. #pubcon@ERINSAGIN #PUBCON
FACT: I HAVE A SERIOUS THING FOR JENI’S
SPLENDID ICE CREAM

35. #pubcon@ERINSAGIN #PUBCON
MORE IMPORTANT FACT: I CAN’T
AFFORD IT

36. #pubcon
FAST FORWARD A FEW ADS…
@ERINSAGIN #PUBCON

37. #pubcon
PEOPLE ACTUALLY LIKE THESE ADS!
REMARKETING ADS
FATIGUED AT LESS THAN ½
THE RATE OF NON-
REMARKETING DISPLAY ADS!
@ERINSAGIN #PUBCON

38. #pubcon
Identity Based Targeting Is A Game Changer
IDENTITY BASED TARGETING IS
A GAME-CHANGER
@ERINSAGIN #PUBCON

39. #pubcon
MATCH YOUR COPY/IMAGERY TO YOUR
TARGET AUDIENCE
@ERINSAGIN #PUBCON

40. #pubcon
SEGMENT YOUR
AUDIENCES
@ERINSAGIN #PUBCON

41. #pubcon
SERVE ADS THAT ARE CATERED
TO THEIR DEMOGRAPHIC
@ERINSAGIN #PUBCON

42. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
AD CREATIVE TRICK #3
APPEAL TO THEIR
EMOTIONS
@ERINSAGIN #PUBCON

43. #pubcon
EMOTIONS ARE
MORE LIKELY
TO SPUR
ACTION THAN
FACTUAL
INFORMATION
@ERINSAGIN #PUBCON

44. #pubcon
SCIENCE!!!
@ERINSAGIN #PUBCON

45. #pubcon
HUMANS FEEL
FIRST, THINK
SECOND
@ERINSAGIN #PUBCON

46. #pubcon
HACK: PERRY MARSHALL’S SWISS ARMY KNIFE
YOUR
CUSTOMER
YOU
A THING HE
HATES
HIS BEST
FRIEND
HIS WORST
ENEMY
A THING HE
LOVES
@ERINSAGIN #PUBCON

47. #pubcon
EXAMPLE: SHAME/DISGUST
CTR WAS 37%
HIGHER!
@ERINSAGIN #PUBCON

48. #pubcon
TOP 10 EMOTIONAL
DRIVERS
1. AMUSMENT
2. INTEREST
3. SURPRISE
4. HAPPINESS
5. DELIGHT
6. PLEASURE
7. JOY
8. HOPE
9. AFFECTION
10.EXCITEMENT
@ERINSAGIN #PUBCON

49. #pubcon@ERINSAGIN #PUBCON

50. #pubcon
WHEN IN DOUBT,
TURN TO HUMOR
@ERINSAGIN #PUBCON

51. #pubcon
EXAMPLE: FUNNY IMAGERY
CTR IS 8X
HIGHER!
@ERINSAGIN #PUBCON

52. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
AD CREATIVE TRICK #4
EMBRACE YOUR INNER
FREAK
@ERINSAGIN #PUBCON

53. #pubcon
THIS OCCURRED TO US BY ACCIDENT
YIELDED 60% MORE
CLICKS THAN AVERAGE
AD!!
@ERINSAGIN #PUBCON

54. #pubcon@ERINSAGIN #PUBCON

55. #pubcon
IT’S NOTHING
NEW
@ERINSAGIN #PUBCON

56. #pubcon
EVEN YOUR
GRANDPARENTS
FELL FOR IT!
@ERINSAGIN #PUBCON

57. #pubcon
A CHEEKY HINT IS ALL IT TAKES
CTR WAS 48%
HIGHER!
@ERINSAGIN #PUBCON

58. #pubcon@ERINSAGIN #PUBCON

59. #pubcon
ALERT: EXERCISE
CAUTION
@ERINSAGIN #PUBCON

60. #pubcon
DON’T BE THIS
GUY!
@ERINSAGIN #PUBCON

61. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
AD CREATIVE TRICK #5
MAKE ‘EM SWEAT
@ERINSAGIN #PUBCON

62. #pubcon@ERINSAGIN #PUBCON

63. #pubcon
SCARCITY PRINCIPLE =
ECONOMIC PRINCIPLE IN WHICH A
LIMITED SUPPLY OF A GOOD,
COUPLED WITH HIGH DEMAND
FOR THAT GOOD, RESULTS IN A
MISMATCH BETWEEN THE
DESIRED SUPPLY AND DEMAND
EQUILIBRIUM
@ERINSAGIN #PUBCON

64. #pubcon
FOMO > LOGICAL THINKING
@ERINSAGIN #PUBCON

65. #pubcon
24% CTR
EXAMPLE: HULT
INTERNATIONAL
BUSINESS
SCHOOL
@ERINSAGIN #PUBCON

66. #pubcon
AS SALE ENDS/SUPPLY
DIMINISHES, CTRS AND
CVRS INCREASE UP TO
3X!
USE
COUNTDOWNS
TO CONVEY
URGENCY
@ERINSAGIN #PUBCON

67. #pubcon
HACK: USE AD
CUSTOMIZERS
TO AUTOMATE
THE PROCESS
@ERINSAGIN #PUBCON

68. #pubcon
INCLUDE
CLEVER
IMAGERY TO
REINFORCE
YOUR MESSAGE
@ERINSAGIN #PUBCON

69. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
AD CREATIVE TRICK #6
LEVERAGE THE POWER OF
GIFS
@ERINSAGIN #PUBCON

70. #pubcon
“IF A PICTURE IS WORTH A
THOUSAND WORDS, A GIF IS WORTH
10,000. GIFS ARE A MINI-VEHICLE
FOR STORYTELLING, CAPTURING
EMOTIONS AND COMMUNICATING
THEM IN A CONCISE WAY THAT
WORDS AND PICTURES ALONE
CANNOT.”
-JOE PUGLISI, SENIOR CREATIVE
STRATEGIST, BUZZFEED
@ERINSAGIN #PUBCON

71. #pubcon
GOOD GIFS
DEMAND
ATTENTION AND
CONVEY EMOTION
WITHOUT BEING
DISRUPTIVE
@ERINSAGIN #PUBCON

72. #pubcon
IT’S GETTING
EASIER TO
SHARE GIFS ON
TWITTER
@ERINSAGIN #PUBCON

73. #pubcon
AND FACEBOOK,
TOO!
@ERINSAGIN #PUBCON

74. #pubcon
NOT-SO-SEXY
PRODUCT?
@ERINSAGIN #PUBCON

75. #pubcon
TRY A GIF!2X HIGHER CTR
THAN NON-GIF AD!
@ERINSAGIN #PUBCON

76. #pubcon
COMPLICATED
PRODUCT?
@ERINSAGIN #PUBCON

77. #pubcon
CONVEY
MULTIPLE
MESSAGES WITH
GIFS
@ERINSAGIN #PUBCON

78. #pubcon
Avoid the Strobe Light EffectBE TASTEFUL WITH YOUR
GIF-ING!
@ERINSAGIN #PUBCON

79. #pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
AD CREATIVE TRICK #7
ADJUST IMAGES BY VENUE
@ERINSAGIN #PUBCON

80. #pubcon
WHEN I’M
SCOPING OUT
CLOTHES, THE
LAST THING I
WANT TO THINK
ABOUT IS
GARDENING
@ERINSAGIN #PUBCON

81. #pubcon
THAT’S MORE LIKE
IT…
@ERINSAGIN #PUBCON

82. #pubcon
MATCH YOUR
IMAGES TO THE
LOOK AND FEEL
OF THE VENUE
@ERINSAGIN #PUBCON

83. #pubcon
GOAL: FIT IN AND
STAND OUT AT
THE SAME TIME
@ERINSAGIN #PUBCON

84. #pubcon
REMEMBER,
YOUR ADS
DON’T
HAVE TO
SUCK!
@ERINSAGIN #PUBCON

85. #pubcon
THANK
YOU!
@ERINSAGIN
WORDSTREAM