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P O W E R
POWER
CREATIVE
DESIGN
Ashley Ward
SEMrush
Corporate Speaker
Social Media and Content Marketer
@AshleyMadhatter
@ A S H L E Y M A D H A T T E R
Adwords, Facebook, and LinkedIn Ad Copy
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SAD I N F O
1 2 3 4
F I N A L T I P S
5
P O W E R
E c o n o m i c
I m p a c t
According to Google, advertisers
on their platform make $2 for
every $1 spent.
@ A S H L E Y M A D H A T T E R
P O W E R
$ 1 A D a y
Minimum ad spend on Facebook
is only $1 per day, and they have
the lowest cost per 1,000
impressions in advertising history.
@ A S H L E Y M A D H A T T E R
P O W E R
A d s t a g e
LinkedIn Ads are gaining steam
as marketers are setting aside
more budget for LinkedIn Ads
now more than ever.
@ A S H L E Y M A D H A T T E R
Using either
network, you can
reach thousands for
as little as
$30 a month.
Adespresso@ A S H L E Y M A D H A T T E R
P O W E R
@ A S H L E Y M A D H A T T E R
Understanding
the Difference
@ A S H L E Y M A D H A T T E R
• User intent is there and very clear
@ A S H L E Y M A D H A T T E R
• Shorter ad copy - black & white
• Keywords are more relevant
• Dynamic keyword insertion / keyword tools
• Goals are measured clicks, impressions, conversions, & CTR
• Absolutely no user intent
@ A S H L E Y M A D H A T T E R
• Long, very long ad copy options
• You’re allowed to be creative
• Purchase may be overtime, not immediate
• Goals are measured via engagement metrics and branding
• Speaking directly to a person and demographic
• Sponsored InMail
@ A S H L E Y M A D H A T T E R
• Keywords aren’t the primary focus
• Results are more immediate due to connections
• Goals are measured via engagement metrics, brand
awareness, and conversions
@ A S H L E Y M A D H A T T E R
Adwords Ad Copy Tips
AD W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N A L T I P S
5
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Provide a
Solution
User intent is everything. Your ads
should provide:
• Who
• What
• When
• Where
• Solution
12
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think of Voice
Search
Terminology
Voice search now accounts for
20% of all Google mobile queries
• Use long-tail copy
13
WordStream
• Write like we speak
• Do your own voice search
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think People
First, Keywords
Second
People are the ones searching, not
just bots.
• Use pronouns: we, she, he, us
14
WordStream
• Focus on humanizing your copy
• Less focus on keyword stuffing
P O W E R
@ A S H L E Y M A D H A T T E R
Use Numbers in
Your Ad Copy
Numbers help convert. Include
numbers like:
• The discount percentage
15
AdEspresso
• Amount of awards won
• Statistics to prove your point
• Total amount of savings
Make sure the numbers are relevant
to your point
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
• Back to idea of humanizing ad
copy
• Common question > provide
answer
16
AdEspresso
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
17
AdEspresso
• Tired of battling sun damage?
• Back to idea of humanizing ad
copy
• Common question > provide
answer
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Ask Questions to
Provide Answers
18
AdEspresso
• Tired of battling sun damage?
• Back to idea of humanizing ad
copy
• Common question > provide
answer
• Need pizza now?
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Use Organic For
Headline
Inspiration
Use tools like SEMrush Keyword
Analytics to pull organic results:
• Headline ideas
• Subhead ideas
• Body copy
19
@ A S H L E Y M A D H A T T E R
Facebook Ad Copy Tips
A D W O R D S T I P S F AC E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N A L T I P S
5
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Experiment with
Long Copy vs
Short Copy
Run an A/B ad test targeting same
demographics, same budget, same
imagery.
Ad A:
Long form copy
Ad B:
Short form copy
21
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each stage
that your audience is in:
TOFU:
Brand awareness ad copy - you exist
22
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each stage
that your audience is in:
TOFU:
Brand awareness ad copy - you exist
MOFU:
You have a solution
23
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
Create different ad copy for each stage
that your audience is in:
TOFU:
Brand awareness ad copy - you exist
MOFU:
You have a solution
BOFU:
Be aggressive - urgency, discount, promo
24
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them with MOFU > BOFU
- Better user experience
25
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them with MOFU > BOFU
- Better user experience
- Better lead quality
26
P O W E R
@ A S H L E Y M A D H A T T E R
TOFU, MOFU,
BOFU Ad Copy
When people engage with TOFU then
you retarget them with MOFU > BOFU
- Better user experience
- Better lead quality
- Better conversions
27
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
so make it fun to attract the user:
• Add emojis to the ad copy
28
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
so make it fun to attract the user:
• Add emojis to the ad copy
• Ask a question in the copy and have
the image answer it
29
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Have Fun on
Facebook
Facebook ads don’t have user intent,
so make it fun to attract the user:
• Add emojis to the ad copy
• Ask a question in the copy and have
the image answer it
• Use terminology your demographic
uses
30
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
31
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
Do they use slang terms?
32
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
Do they use slang terms?
Do they use local terminology?
33
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tone of Voice is
EVERYTHING
What is your demographic's persona?
Do they use slang terms?
Do they use local terminology?
Write ad copy the matches.
34
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
35
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
2. Identify what their pain points are
36
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Tell a Story With
Your Content
Use the whole ad to tell the story:
1. Define your buyer personas
2. Identify what their pain points are
3. State how your product or service
solves those pain points
37
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you access to
their Facebook page (works with
micro-influencers).
38
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you access to
their Facebook page (works with
micro-influencers).
2. Run ads promoting the posts on their
page - your content
39
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Influencer
Content
1. Get influencers to give you access to
their Facebook page (works with
micro-influencers).
2. Run ads promoting the posts on their
page - your content
3. Use their audience for targeted
advertising
40
Think Mobile First
on Facebook
@ A S H L E Y M A D H A T T E R
P O W E R
E x p a n e d
R a m b l i n g s
56.5% of Facebook users ONLY
login on mobile.
@ A S H L E Y M A D H A T T E R
42
P O W E R
E x p a n d e d
R a m b l i n g s
89% of Facebook ad revenue
comes from mobile.
@ A S H L E Y M A D H A T T E R
43
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Mobile-
First on
Facebook
Copy should focus on engagement,
something you can do on mobile:
• Check-in
• Install Now
• Watch a video
• Download
44
@ A S H L E Y M A D H A T T E R
LinkedIn Ad Copy Tips
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N AL
T I P S
5
45
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
46
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
• Keep descriptive copy under 70
characters.
47
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Keep Copy Short
& Sweet
• Write ad headlines that are under
150 characters.
• Keep descriptive copy under 70
characters
• Anything over 100 characters could
be cut off on desktop
48
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
49
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
• Taking the time to customize each
InMail body text
50
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Don’t Copy &
Paste InMail
Get your InMail read by:
• Addressing the person’s name
• Taking the time to customize each
InMail body text
• It’s not a formal letter, so don’t write
like it.
• Keep it short, personal, and
to the point
51
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
52
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
• Use professional terminology
53
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Put Your
Professional
Pants On
LinkedIn is used by professionals.
Your ad copy should:
• Provide a solution to professional
problems
• Use professional terminology
• Offer an improvement opportunity
54
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
55
P O W E R
@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
• Write ads that speak to micro
audiences
56
P O W E R
@ A S H L E Y M A D H A T T E R
Run Micro-
Campaigns
• Practice hyper-targeting
• Write ads that speak to micro
audiences
• Multiple ads targeting sub-sections
of your demographic
57
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
58
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
59
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
60
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
• Show a quick demo of your product
61
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
• Show a quick demo of your product
• Give a sneak peak of your webinar
62
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Video
Content
• NEW: Position yourself as a thought
leader using video content
• Tell your brand’s story
• Share stories of customer success
• Show a quick demo of your product
• Give a sneak peak of your webinar
• Event promotion / preview
63
@ A S H L E Y M A D H A T T E R
Ad Copy Tips - For Them All
A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O
1 2 3 4
F I N AL
T I P S
5
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Use Local
Terminology
65
No one is doing this on LinkedIn.
#BetheFirst
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Timely,
Not Past Tense
• Focus on time periods. Yes, that
means updating your ad copy
each month or each season
66
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Think Timely,
Not Past Tense
• Focus on time periods. Yes, that
means updating your ad copy
each month or each season
• Feel more like a human by being
timely
67
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Satisfy Both Bots
AND Humans
Ensure that your ad is:
• Receiving engagement
• Still hitting metrics
68
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Focus on emotional ad copy just as
much as you focus on keywords.
69
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
70
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
• Has an angry tone of voice
71
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
• Has an angry tone of voice
• URL: Cheating-Husband = anger
72
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Utilize Emotions
in
Ad Copy
Ad Example:
• Clarifies the benefit
• Has an angry tone of voice
• URL: Cheating-Husband = anger
73
• Offers solutions: email address,
numbers, and usernames
Know What Are
Your Competitors
Doing
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
75
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
• Influencer’s content
76
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• What kind of ad copy are your
competitors using?
• Their content
• Influencer’s content
• User’s content
77
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Use tools for Adwords
competitive analysis:
• Advertising Research
• Competitive Analysis
Domain Overview
78
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Follow competitors on social for
their ads to appear
79
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Competitor
Research
• Follow competitors on social for
their ads to appear
• Use tools to see competitor ads:
• Adfox
80
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
81
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
82
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
• Same target demographic
83
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
• Same target demographic
• Different headlines
84
@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
A/B Test Ad
Copy
• Test two ad copies using:
• Same time period
• Same landing page
• Same target demographic
• Different headlines
• Different ad copy
85
P O W E R
@ A S H L E Y M A D H A T T E R
G E T S L I D E S
Ashley.Ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h
www.SEMrush.com
F O L L O W M E

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Ad Copy Tips For Adwords, Facebook, and LinkedIn Ads: BrightonSEO

  • 1. P O W E R POWER CREATIVE DESIGN Ashley Ward SEMrush Corporate Speaker Social Media and Content Marketer @AshleyMadhatter
  • 2. @ A S H L E Y M A D H A T T E R Adwords, Facebook, and LinkedIn Ad Copy A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SAD I N F O 1 2 3 4 F I N A L T I P S 5
  • 3. P O W E R E c o n o m i c I m p a c t According to Google, advertisers on their platform make $2 for every $1 spent. @ A S H L E Y M A D H A T T E R
  • 4. P O W E R $ 1 A D a y Minimum ad spend on Facebook is only $1 per day, and they have the lowest cost per 1,000 impressions in advertising history. @ A S H L E Y M A D H A T T E R
  • 5. P O W E R A d s t a g e LinkedIn Ads are gaining steam as marketers are setting aside more budget for LinkedIn Ads now more than ever. @ A S H L E Y M A D H A T T E R
  • 6. Using either network, you can reach thousands for as little as $30 a month. Adespresso@ A S H L E Y M A D H A T T E R
  • 7. P O W E R @ A S H L E Y M A D H A T T E R Understanding the Difference @ A S H L E Y M A D H A T T E R
  • 8. • User intent is there and very clear @ A S H L E Y M A D H A T T E R • Shorter ad copy - black & white • Keywords are more relevant • Dynamic keyword insertion / keyword tools • Goals are measured clicks, impressions, conversions, & CTR
  • 9. • Absolutely no user intent @ A S H L E Y M A D H A T T E R • Long, very long ad copy options • You’re allowed to be creative • Purchase may be overtime, not immediate • Goals are measured via engagement metrics and branding
  • 10. • Speaking directly to a person and demographic • Sponsored InMail @ A S H L E Y M A D H A T T E R • Keywords aren’t the primary focus • Results are more immediate due to connections • Goals are measured via engagement metrics, brand awareness, and conversions
  • 11. @ A S H L E Y M A D H A T T E R Adwords Ad Copy Tips AD W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N A L T I P S 5
  • 12. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Provide a Solution User intent is everything. Your ads should provide: • Who • What • When • Where • Solution 12
  • 13. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think of Voice Search Terminology Voice search now accounts for 20% of all Google mobile queries • Use long-tail copy 13 WordStream • Write like we speak • Do your own voice search
  • 14. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think People First, Keywords Second People are the ones searching, not just bots. • Use pronouns: we, she, he, us 14 WordStream • Focus on humanizing your copy • Less focus on keyword stuffing
  • 15. P O W E R @ A S H L E Y M A D H A T T E R Use Numbers in Your Ad Copy Numbers help convert. Include numbers like: • The discount percentage 15 AdEspresso • Amount of awards won • Statistics to prove your point • Total amount of savings Make sure the numbers are relevant to your point
  • 16. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Ask Questions to Provide Answers • Back to idea of humanizing ad copy • Common question > provide answer 16 AdEspresso
  • 17. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Ask Questions to Provide Answers 17 AdEspresso • Tired of battling sun damage? • Back to idea of humanizing ad copy • Common question > provide answer
  • 18. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Ask Questions to Provide Answers 18 AdEspresso • Tired of battling sun damage? • Back to idea of humanizing ad copy • Common question > provide answer • Need pizza now?
  • 19. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Use Organic For Headline Inspiration Use tools like SEMrush Keyword Analytics to pull organic results: • Headline ideas • Subhead ideas • Body copy 19
  • 20. @ A S H L E Y M A D H A T T E R Facebook Ad Copy Tips A D W O R D S T I P S F AC E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N A L T I P S 5
  • 21. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Experiment with Long Copy vs Short Copy Run an A/B ad test targeting same demographics, same budget, same imagery. Ad A: Long form copy Ad B: Short form copy 21
  • 22. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy Create different ad copy for each stage that your audience is in: TOFU: Brand awareness ad copy - you exist 22
  • 23. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy Create different ad copy for each stage that your audience is in: TOFU: Brand awareness ad copy - you exist MOFU: You have a solution 23
  • 24. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy Create different ad copy for each stage that your audience is in: TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo 24
  • 25. P O W E R @ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy When people engage with TOFU then you retarget them with MOFU > BOFU - Better user experience 25
  • 26. P O W E R @ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy When people engage with TOFU then you retarget them with MOFU > BOFU - Better user experience - Better lead quality 26
  • 27. P O W E R @ A S H L E Y M A D H A T T E R TOFU, MOFU, BOFU Ad Copy When people engage with TOFU then you retarget them with MOFU > BOFU - Better user experience - Better lead quality - Better conversions 27
  • 28. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Have Fun on Facebook Facebook ads don’t have user intent, so make it fun to attract the user: • Add emojis to the ad copy 28
  • 29. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Have Fun on Facebook Facebook ads don’t have user intent, so make it fun to attract the user: • Add emojis to the ad copy • Ask a question in the copy and have the image answer it 29
  • 30. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Have Fun on Facebook Facebook ads don’t have user intent, so make it fun to attract the user: • Add emojis to the ad copy • Ask a question in the copy and have the image answer it • Use terminology your demographic uses 30
  • 31. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? 31
  • 32. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? Do they use slang terms? 32
  • 33. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? Do they use slang terms? Do they use local terminology? 33
  • 34. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tone of Voice is EVERYTHING What is your demographic's persona? Do they use slang terms? Do they use local terminology? Write ad copy the matches. 34
  • 35. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tell a Story With Your Content Use the whole ad to tell the story: 1. Define your buyer personas 35
  • 36. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tell a Story With Your Content Use the whole ad to tell the story: 1. Define your buyer personas 2. Identify what their pain points are 36
  • 37. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Tell a Story With Your Content Use the whole ad to tell the story: 1. Define your buyer personas 2. Identify what their pain points are 3. State how your product or service solves those pain points 37
  • 38. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Influencer Content 1. Get influencers to give you access to their Facebook page (works with micro-influencers). 38
  • 39. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Influencer Content 1. Get influencers to give you access to their Facebook page (works with micro-influencers). 2. Run ads promoting the posts on their page - your content 39
  • 40. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Influencer Content 1. Get influencers to give you access to their Facebook page (works with micro-influencers). 2. Run ads promoting the posts on their page - your content 3. Use their audience for targeted advertising 40
  • 41. Think Mobile First on Facebook @ A S H L E Y M A D H A T T E R
  • 42. P O W E R E x p a n e d R a m b l i n g s 56.5% of Facebook users ONLY login on mobile. @ A S H L E Y M A D H A T T E R 42
  • 43. P O W E R E x p a n d e d R a m b l i n g s 89% of Facebook ad revenue comes from mobile. @ A S H L E Y M A D H A T T E R 43
  • 44. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think Mobile- First on Facebook Copy should focus on engagement, something you can do on mobile: • Check-in • Install Now • Watch a video • Download 44
  • 45. @ A S H L E Y M A D H A T T E R LinkedIn Ad Copy Tips A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N AL T I P S 5 45
  • 46. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Keep Copy Short & Sweet • Write ad headlines that are under 150 characters. 46
  • 47. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Keep Copy Short & Sweet • Write ad headlines that are under 150 characters. • Keep descriptive copy under 70 characters. 47
  • 48. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Keep Copy Short & Sweet • Write ad headlines that are under 150 characters. • Keep descriptive copy under 70 characters • Anything over 100 characters could be cut off on desktop 48
  • 49. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Don’t Copy & Paste InMail Get your InMail read by: • Addressing the person’s name 49
  • 50. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Don’t Copy & Paste InMail Get your InMail read by: • Addressing the person’s name • Taking the time to customize each InMail body text 50
  • 51. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Don’t Copy & Paste InMail Get your InMail read by: • Addressing the person’s name • Taking the time to customize each InMail body text • It’s not a formal letter, so don’t write like it. • Keep it short, personal, and to the point 51
  • 52. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Put Your Professional Pants On LinkedIn is used by professionals. Your ad copy should: • Provide a solution to professional problems 52
  • 53. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Put Your Professional Pants On LinkedIn is used by professionals. Your ad copy should: • Provide a solution to professional problems • Use professional terminology 53
  • 54. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Put Your Professional Pants On LinkedIn is used by professionals. Your ad copy should: • Provide a solution to professional problems • Use professional terminology • Offer an improvement opportunity 54
  • 55. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Run Micro- Campaigns • Practice hyper-targeting 55
  • 56. P O W E R @ A S H L E Y M A D H A T T E R Run Micro- Campaigns • Practice hyper-targeting • Write ads that speak to micro audiences 56
  • 57. P O W E R @ A S H L E Y M A D H A T T E R Run Micro- Campaigns • Practice hyper-targeting • Write ads that speak to micro audiences • Multiple ads targeting sub-sections of your demographic 57
  • 58. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content 58
  • 59. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story 59
  • 60. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success 60
  • 61. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success • Show a quick demo of your product 61
  • 62. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success • Show a quick demo of your product • Give a sneak peak of your webinar 62
  • 63. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Video Content • NEW: Position yourself as a thought leader using video content • Tell your brand’s story • Share stories of customer success • Show a quick demo of your product • Give a sneak peak of your webinar • Event promotion / preview 63
  • 64. @ A S H L E Y M A D H A T T E R Ad Copy Tips - For Them All A D W O R D S T I P S F A C E B O O K T I P S L I N K E D I N T I P SA D I N F O 1 2 3 4 F I N AL T I P S 5
  • 65. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Use Local Terminology 65 No one is doing this on LinkedIn. #BetheFirst
  • 66. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think Timely, Not Past Tense • Focus on time periods. Yes, that means updating your ad copy each month or each season 66
  • 67. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Think Timely, Not Past Tense • Focus on time periods. Yes, that means updating your ad copy each month or each season • Feel more like a human by being timely 67
  • 68. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Satisfy Both Bots AND Humans Ensure that your ad is: • Receiving engagement • Still hitting metrics 68
  • 69. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Focus on emotional ad copy just as much as you focus on keywords. 69
  • 70. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit 70
  • 71. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit • Has an angry tone of voice 71
  • 72. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit • Has an angry tone of voice • URL: Cheating-Husband = anger 72
  • 73. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Utilize Emotions in Ad Copy Ad Example: • Clarifies the benefit • Has an angry tone of voice • URL: Cheating-Husband = anger 73 • Offers solutions: email address, numbers, and usernames
  • 74. Know What Are Your Competitors Doing @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
  • 75. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • What kind of ad copy are your competitors using? • Their content 75
  • 76. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • What kind of ad copy are your competitors using? • Their content • Influencer’s content 76
  • 77. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • What kind of ad copy are your competitors using? • Their content • Influencer’s content • User’s content 77
  • 78. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • Use tools for Adwords competitive analysis: • Advertising Research • Competitive Analysis Domain Overview 78
  • 79. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • Follow competitors on social for their ads to appear 79
  • 80. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Competitor Research • Follow competitors on social for their ads to appear • Use tools to see competitor ads: • Adfox 80
  • 81. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period 81
  • 82. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page 82
  • 83. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page • Same target demographic 83
  • 84. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page • Same target demographic • Different headlines 84
  • 85. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R A/B Test Ad Copy • Test two ad copies using: • Same time period • Same landing page • Same target demographic • Different headlines • Different ad copy 85
  • 86. P O W E R @ A S H L E Y M A D H A T T E R G E T S L I D E S Ashley.Ward@SEMrush.com L I N K E D I N Linkedin.com/in/ashleyward90 S E M r u s h www.SEMrush.com F O L L O W M E

Editor's Notes

  1. https://biznology.com/wp-content/uploads/2017/08/semrush-logo.png
  2. LinkedIn Ads are gaining steam as marketers are setting aside more budget for LinkedIn Ads now more than ever. and linked is working hard to create new ad types and really narrow down on their targeting options
  3. Regardless of which ad network, you can reach thousands of people for as little as $30 a month.
  4. understand the difference between advertising with adwords, Facebook, and linkedin and what makes people engage with certain ad networks more than others
  5. Instead of on facebook ads “buy now,” your CTA may shift to “like if you agree,” “share with a friend,” or “click to learn more.” Your engagement goal may just be to hear from your audience on the ad. Asking them a question, interacting with them, or asking for their feedback is something you would never do on AdWords, but it’s a great way to build trust and value with a new audience, and lay a foundation for a purchase later on.
  6. the linked demographic is very clear: professionals. so if anyone needs to target professionals they can do directly to linked ads
  7. point out the who what when where and why
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  16. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  17. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  18. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  19. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  20. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  21. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  22. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  23. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  24. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  25. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  26. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  27. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  28. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  29. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  30. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  31. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  32. point out the who what when where and why
  33. point out the who what when where and why
  34. point out the who what when where and why
  35. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  36. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  37. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  38. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  39. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  40. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  41. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  42. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  43. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  44. TOFU: Brand awareness ad copy - you exist MOFU: You have a solution BOFU: Be aggressive - urgency, discount, promo
  45. No one is doing this on LinkedIn - you should be
  46. point out the who what when where and why
  47. point out the who what when where and why
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