A new study shows that when Behavioural Economics thinking is applied to Google AdWords, performance improves and new areas of insight and learning are opened up.
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
The budget airline space is a competitive one, but the U.K.s airline bmibaby gets sky high results with its clever and strategic email marketing program. Techniques to be showcased include the following: Cutting through inbox clutter with enticing subject lines, Starting the relationship with a memorable welcome email,l Delivering one to one value through transactional emails, Extending your reach through social sharing.
Presentation was given at the Travel Distribution Summit in London, June 17th and 18th, 2010 by Will Schnabel, Silverpop and Marie Clare Dixon, bmibaby.
Pharma saleforce effectiveness & digital marketing Kvantum Inc
Digital attribution is primarily associated with paid digital media and associated online click behavior. It is assumed that digital is effective, and since it saves cost of delivery of information it would be an effective channel. Pharmaceutical companies has absolutely no insight into how the digital interaction with the physician and the patient drives the efficacy of their current sales levers. At Kvantum, we help Pharma companies in answering questions like:
Does digital affect the need to reallocate spend on detailing vs sampling
Which type of digital interaction has the most impact on physician behavior when prescribing a drug, and how much time does it take digital interaction to influence that behavior
Does this behavior change with time?
Should the pharmaceutical company invest more in sales reps who can interact with a physician over email or chat?
Should the field sales rep call or meet less often, should part of these meetings be conducted over a digital medium
….
Bottomline, the effect of digital on sales in an unknown
Promotional product advertising is advertising that lasts. Bundled with your traditional advertising you can greatly improve your reach, memorability and effectiveness
The Power of Cognitive Interviewing... and what qualitative research can lear...Merlien Institute
at Qualitative360 North America 2014
1-3 April 2014, Toronto, Canada
This event is proudly organised by Merlien Live
Check out our upcoming events by visiting http://qual360.com/
EU Onshore Insurance Protected Cells - Captives on a BudgetIan-Edward Stafrace
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Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
The budget airline space is a competitive one, but the U.K.s airline bmibaby gets sky high results with its clever and strategic email marketing program. Techniques to be showcased include the following: Cutting through inbox clutter with enticing subject lines, Starting the relationship with a memorable welcome email,l Delivering one to one value through transactional emails, Extending your reach through social sharing.
Presentation was given at the Travel Distribution Summit in London, June 17th and 18th, 2010 by Will Schnabel, Silverpop and Marie Clare Dixon, bmibaby.
Pharma saleforce effectiveness & digital marketing Kvantum Inc
Digital attribution is primarily associated with paid digital media and associated online click behavior. It is assumed that digital is effective, and since it saves cost of delivery of information it would be an effective channel. Pharmaceutical companies has absolutely no insight into how the digital interaction with the physician and the patient drives the efficacy of their current sales levers. At Kvantum, we help Pharma companies in answering questions like:
Does digital affect the need to reallocate spend on detailing vs sampling
Which type of digital interaction has the most impact on physician behavior when prescribing a drug, and how much time does it take digital interaction to influence that behavior
Does this behavior change with time?
Should the pharmaceutical company invest more in sales reps who can interact with a physician over email or chat?
Should the field sales rep call or meet less often, should part of these meetings be conducted over a digital medium
….
Bottomline, the effect of digital on sales in an unknown
Promotional product advertising is advertising that lasts. Bundled with your traditional advertising you can greatly improve your reach, memorability and effectiveness
The Power of Cognitive Interviewing... and what qualitative research can lear...Merlien Institute
at Qualitative360 North America 2014
1-3 April 2014, Toronto, Canada
This event is proudly organised by Merlien Live
Check out our upcoming events by visiting http://qual360.com/
EU Onshore Insurance Protected Cells - Captives on a BudgetIan-Edward Stafrace
The use of EU onshore Protected Cells as a capital efficient, cost-effective, flexible and secure alternative to owning a standalone insurer or captive, together with the benefits PCCs offer under Solvency II. Presentation by Ian-Edward Stafrace to the Financial Services In Malta conference in Stockholm Oct 2011 on Insurance Protected Cell Companies (PCC)
The conference on Food Safety and Nutrition in 2050 – organised by Directorate-General for Health and Food Safety of the European Commission – provided an opportunity for dialogue among global stakeholders on the emerging challenges to the food chain and the role of future policy-making in addressing those challenges.
The conference also provided the opportunity to foster a dialogue on consumers' expectations for safe, nutritious, quality and sustainable food and the role of food science, technology and innovation in achieving them. Held on 17 July 2015 in Milan, Italy.
Event Programme. The Malta Forum of Internal Auditors (MFIA) and the Malta Association of Risk Management (MARM) are jointly organising a seminar on risk and internal audit, which should interest all those working in these two fields as well as anybody interested in learning more on these areas. This will be held on Wednesday 13th July 2016 at 1400 hours at the Corinthia Palace, Attard, Malta.
Applications of Behavioural Economics to consumer insightErica van Lieven
Shown at the AMSRS National Conference 2013 this presentation on Behavioural economics by Ben Wright highlights the very interesting findings from a small exploratory study that could serve as the basis to the beginnings of a revolutionary measure in the market research industry.
Increasingly qualitative research participant recruiters are being presented with locked bespoke quantitative segmentation tools, and no explanation of what defines the sample qualitatively. This is fraught with problems and does not lead to good recruitment. Similarly, recruiting on statistical demographic models: it’s too easy to recruit atypical outliers – when very small samples are required – if the focus is on the quantitative model rather than the desired demographics, attitudes and behaviours. To do a great job, qualitative recruiters need qualitative input and briefing – we’ll explain why, and provide explicit action points for planning and procuring better participant recruitment in future.
The use of EU onshore Protected Cells as a capital efficient, cost-effective, flexible and secure alternative to owning a standalone insurer or captive. Presentation by Ian-Edward Stafrace to the UK IRM Global Risk Management Professional Development Forum 2011
Futuring Friday 2017 Festival of NewMR 2017Ray Poynter
Lenny Murphy, Ray Poynter and guests Kristin Luck and Melanie Courtright survey the near and middle future for market research.
This session draws on the recent GRIT report as well as other leading sources and indicators as well as the panels’ extensive involvement with the future of market research and insight.
Do you believe in magic? Maybe, maybe not. Do you believe in magical analyses when it comes to your research? Definitely not. And you shouldn’t. Statistical models are so often seen as “black box” analysis techniques where, perhaps due to a lower level of understanding, researchers often accept results without questioning. On the flip side, statisticians are often completely unaware of the research context of data, and accept them from researchers without questioning. Here, I explain why this can be the beginning of the end for your insights.
Automation Debate Festival of NewMR 2017Ray Poynter
In 2017 Ray Poynter and Lenny Murphy published a report on Automation and its impact on market research. The thrust of that report was pretty positive for the industry (but perhaps not for everybody in the industry). However, there are other points of view and that is what we plan to explore in this panel discussion.
The two moderators for the session are Ray Poynter and John Griffiths and along with their guests they will explore both the opportunities and threats posed by automation in market research.
Cyber Resilience presented at the Malta Association of Risk Management (MARM) Cybercrime Seminar of 24 June 2013 by Mr Donald Tabone. Mr Tabone, Associate Director and Head of Information Protection and Business Resilience Services at KPMG Malta, presented a six-point action plan corporate entities can follow in order to reach a sustainable level of cyber resilience.
Five Keys to Profitable Growth with Google ShoppingAdlucent
With product listing ads (PLAs) now accounting for 30%-50% of paid search budgets, retailers must implement the right management and growth strategy in order to grow profitably. In this complimentary report, you'll learn five ways to grow your Google Shopping program. You'll also see how two retailers were able to achieve triple-digit growth in click-through rates, conversion, and revenue by implementing these tips.
Given that in 2013 the industry drove some 10% of the
UK’s eCommerce traffic and commanded a marketing
spend of £1bn according to the PwC / IAB OPM study
(see page 6), it’s a permanent (and growing) feature
of integrated digital marketing programmes. In
fact it’s a channel that exemplifies just how digital
is merging marketing and sales channels.
Affiliate Marketing is not a ‘channel’. Rather it’s an
advertising objective. Affiliate campaigns deploy
most digital advertising and marketing disciplines
including email, display, content, search, social
media and audience targeting. It works across mobile
platforms, uses programmatic methods and is now
establishing exciting offline opportunities for digital
marketers. Affiliate data is packed with audience
and customer insight providing marketers with
customer journey and point-of-sale perspectives
that enrich standard advertising analytics.
This handbook, the work of the IAB’s Affiliate Marketing
Council, exposes the industry’s diversity and even
if you thought you knew affiliate marketing, you’ll
probably be surprised by some of the marketing
opportunities mapped out in these pages. If
you’re new to digital or haven’t used affiliate
marketing before, this handbook will help you
understand the industry’s value and mechanics.
Overall, this handbook represents one of the fastest
growing digital marketing channels which many of
the UK’s top advertisers recognise as highly effective
and are thus increasing their investment in. This
isn’t simply because its yields are extraordinarily
high (14:1 ROI); it’s also because it’s a flexible
and creative space to work within that touches
customers throughout the marketing funnel.
Here are the most important 10 PPC trends to watch out in the year 2021 so that you can target your potential prospects effectively, enhance your revenues.
Your PPC account is not perfect. We hope you aren’t surprised we said that. The truth of the matter is this: no matter how hard you work on building an account and optimizing it according to best practices, you could miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past your ever-watchful eye.
In these situations and on occasion, even if your account is performing well, you need to take the time to audit your efforts.
Meet us inside.
How much profit you've made from your ads and free product listings compared to how much you've spent on them. To calculate ROI, take the revenue that resulted from your ads and listings, subtract your overall costs, then divide by your overall costs: ROI = (Revenue - Cost of goods sold) / Cost of goods sold.
useful link:-https://www.attitudetallyacademy.com/functionalarea/multimedia-design
Advanced Strategies to get your Google Shopping Campaigns to the Next Level -...agentura KOFEIN s.r.o.
Prezentace o strategiích pro reklamní kampaně Google Nákupy v AdWords.
Prezentující: Andreas Reiffen (CEO @ crealytics)
Prezentace z PPC OFFLINE #9
30. 1. 2018, Praha - PVA Letňany
Video záznam přednášky zde: Připravujeme
Více o PPC OFFLINE na http://www.ppcoffline.cz
Porádáno agenturou KOFEIN: http://www.kofein.cz
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Driving higher performance from Google AdWords by applying Behavioural Economics
1. Driving higher performance
from Google AdWords
by applying Behavioural Economics
Research White Paper from The ATO Co
2016
June 2016
2. Contents
1. The new ad text landscape
2. Testing Behavioural Economics in AdWords
3. The Test
4. Key findings
5. Ads featuring BE copywriting drive a very different performance
6. The highest performance
7. Ads featuring BE copywriting outperformed control ads
8. Cost savings
9. The implications for the current approach to AdWords
10. Conclusion
11. Case study
12. About the authors
13. Appendices
14. Appendix 1. Research methodology and data tables
15. Appendix 2. Research methodology contd
16. Appendix 3. Data tables
17. BE copywriting category outperformance
18. Control ads appeal to the non-engaged
I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
3. AdWords growth
UK digital ad spend has grown from £825m in 2004 to £8.6bn in 2015¹. In the same period Paid Search
(dominated by Google AdWords²) spend grew from £430m to £4.3bn, an increase of some 900%¹. The latest
revolution in AdWords is driven by the move of consumers to mobile devices and Google introducing Extended
Text Ads (ETAs)
Mobile First
As the shift from desktop searches to mobile continues, Google will continue to adapt its AdWords platform to
take advantage of this opportunity.
Google recently reduced the number of AdWords ads from around 12 to just 7 for a desktop search. This is now
in line with mobile devices. This places a greater focus on ad text copy. Furthermore, with fewer ads to compete
against, a greater emphasis will be placed on ads to compete against themselves in terms of optimization, which
will similarly place further emphasis on testing.
ETAs – Extended Text Ads
In a further development of AdWords, Google also plans to introduce ETAs, which will increase the character
count for ads by approximately 50%. This additional word count will create a need for both a more sophisticated
approach to AdWords copywriting and testing.
The new ad text landscape
Surprisingly Behavioural Economics is not widely applied to AdWords,
despite the medium being largely concerned with instant decision making.
1. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
4. Behavioural Economics (BE) plays a significant role in human decision making. Heuristics, for example, are the
mental shortcuts often used in decision making.
Google AdWords is a purely words or language based medium which relies on ad text copywriting. Therefore, in
order to test and evaluate to what extent applying Behavioural Economics principles affect performance in
Google AdWords, the use of language, or ad text copywriting, is the only means that can be applied.
The aim of this research is threefold:
1. To test if BE based ad text copywriting can increase the response levels of Google AdWords ads;
2. To measure the extent of any increase on response levels;
3. To consider the implications of the findings for the current approach to AdWords copywriting.
The test is of added importance given the advance of mobile and Google’s greater focus on copy through it’s
increased ad text format, both requiring a more sophisticated approach to copywriting. It also rigorously tests the
McKinsey assertion regarding Behavioural Economics, that “a more systematic approach can unlock significant
value.”³
The influential role of Behavioural Economics has been recognised by the creation of the UK government’s
Behavioural Insights Team⁴ to influence the formulation of public policy and design social behaviour change
campaigns.
In the commercial arena, The IPA’s Behavioural Economics initiative, co-authored by Rory Sutherland and Nick
Southgate, examines strategies and insights from the IPA Effectiveness Awards,
http://tinyurl.com/IPA-White-Paper.
In mobile search specifically the role of Behavioural Economics is considered crucial. Dan Ariely, writing for
Google, highlights the need to apply BE principles and consider the importance of branding in the mobile search
environment, http://tinyurl.com/Google-Ariely.
Testing Behavioural Economics in AdWords
2. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
5. Ten diverse categories were selected representing over 18% of Paid Search expenditure. The categories
represented a range of products and services, established and new.
The categories were: Computers/internet, Telecomms, Automotive (luxury), Automotive (family), Shopping
(Apparel), Lifestyle, Travel (Airlines), Travel (car hire), Travel (hotels), Shopping (supermarkets).
One ad (control ad) currently live on Google AdWords and without BE copywriting was selected in each category
and tested against a specially written BE copy written ad promoting the same product.
In real searches AdWords users are information gathering or at the point-of-purchase. To replicate this category-
specific interest, respondents self-identified their engagement in each category through the question “Would you
consider yourself to be interested in {category}.” This is the data used in the results.
The research was conducted on March 7th 2016:
• 1,000 UK responses
• Internet search users
• Aged 16 – 75
• Quota of n=100 per category
The test
3. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
6. C. Ads with BE copywriting increased performance by an
average 13%
B. Highest outperformance 32%
Control ads performed better in 8 out of the 10 categories
but with the non-engaged audience.
Key findings
Applying BE copywriting improved AdWords performance
in 60% of categories
D. Advertisers in these high-profile categories
could benefit from annual cost savings of £90m
A. Ads with BE copywriting perform differently r=0.27
4. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
7. Ads featuring BE copywriting perform very differently to control ads.
There is a “weak correlation” between responses to ads with BE copywriting and control ads (r=0.27).
A. BE copywriting drives a very different performance
66%
58% 57%
54% 52% 52%
48%
38%
32% 30%
34%
42% 43%
46% 48% 48%
53%
62%
68% 70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Engagedaudienceresponses
Category
BE copy ads Control ads
0
10
20
30
40
50
60
Engagedresponses
5. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
9. 32%
15%
13%
7%
5% 4%
0%
5%
10%
15%
20%
25%
30%
35%
Engagedaudienceresponses
Category
C. Ads featuring BE copywriting outperformed control ads by 13%
Average outperformance 13% (typically increases of 1%-2% are seen as a significant improvement in a mature
account).
7. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
10. Across the 6 categories where ads featuring BE copywriting outperformed control ads, potential cost savings of
£90 million are estimated (based on Google Quality Score rewarding better performing ads with lower costs⁶).
D. Cost savings of £90m
£21.5m
£12.5m
£12.1m
£6.4m
£9.2m
£13.2m
£0.0
£5.0
£10.0
£15.0
£20.0
£25.0
Computers/
internet
Telecomms Automotive
(family)
Shopping
(apparel)
Lifestyle Travel (Airlines)
Savings(millions)
8. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
11. Testing is the essential component of understanding and increasing AdWords performance⁵.
Currently, advertisers and agencies rely on a simplistic system of A/B copy testing. For example, “Buy now” will
typically be tested against terms like “Buy today”. In other words A/B copy testing tests random words randomly,
with little scientific basis for selection. As a means of helping to understand what motivates users this is
extremely limited.
The introduction of BE copywriting allows for testing to become considerably more sophisticated and scientific.
Firstly, it allows for up to 20 separate BE principles (and thousands of associated words/ phrases/ combinations)
to be tested.
Secondly, testing the different BE principles against each other could reveal insights that help to understand what
motivates a user at a far deeper level.
What is unquestionable is that being able to test up to 20 separate BE principle will create significant volumes of
new data, which in turn has the potential to create completely new areas of insight and learning, all of which can
be processed by Paid Search professionals using the existing Google Analytics platform.
The implications for the current approach to Google AdWords
9. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
12. Conclusion
The study demonstrates that when AdWords ads written using BE copywriting are compared to
current brand ads appearing on the Google AdWords platform, there is a measurable and
significant lift in response. The average increase is 13% and can be has high as 32%.
UK advertisers invest more than £4.3 bn annually¹ in Paid Search. Such a potential impact on
response levels could lead to material cost savings for major brands using the medium. In the
10 categories alone researched the saving amounted to £90m. While focused on 10 major
product categories, the research findings are relevant to any brand investing in any product
category of paid search advertising.
This study has focussed only on the cost benefits of improved performance for Google AdWords
advertisers. Obviously, although it lies outside of the scope of this study, the accruing increases
in response, conversions and sales that can be expected may be equally significant.
BE copywriting also has huge implications for testing, which lies at the heart of the medium.
Testing up to 20 separate BE principles can generate vast new untapped volumes of data,
analysis and learning.
Sources
¹ IAB annual digital revenue review, www.iabuk.net
² Google’s UK market share is 86.65% (Source: Statista http://tinyurl.com/statista-Google)
³ “A Marketers Guide to Behavioural Economics” http://tinyurl.com/McKinsey-BE
⁴ UK Government’s use of BE (Source: The FT http://tinyurl.com/Govt-BE)
⁵ Copy testing is essential to success (Source: Search Engine Watch http://tinyurl.com/SEW-Test)
⁶ Google rewards better ads with lower price (Source: Wordstream http://tinyurl.com/wordstream-QS)
10. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
13. A leading UK brand increased its click count by 34% when BE
copywriting best practice was applied (typically increases of 1%-2%
are seen as a significant improvement in a mature account).
The advertiser was running 89 core ad texts which together with
variations amounted to 617 different ad texts.
In this controlled test the only element that was changed was how
the ad texts were written.
Case study
+34%
Improved results weren’t immediate
as Google history initially penalise new
ad texts. In this case it took 8 – 10
weeks to reach full potential.
Source: The ATO Co/ Google analytics
11. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
14. ATO (Ad Text Optimization) – specialist copywriting training for Google AdWords
To date, Paid Search for brands has been built by Paid Search departments in media agencies into a highly
successful sector, but without any specialist copywriting support.
What's more, increasingly clients see Paid Search as being an important brand messaging medium as well as a
transactional one. This places even greater demands on the copywriting capabilities of Paid Search professionals
in media agencies.
The ATO Co, which specialises in BE copywriting for brands on Google AdWords, has devised a programme of
training specifically for media agency Paid Search departments. Led by experienced brand and direct response
copywriters, who are also specialists in Google AdWords, ATO training brings together brand communication
insights, proven direct response copywriting techniques and Behavioural Economics principles that govern
decision making, and packages them specifically for AdWords ad text writing.
About the authors
For information contact:
Paul Booth
CEO The ATO Co.
Paul@TheATOco.com
+44 (0)7715 041 807
12. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
15. Appendices
13. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
16. Research methodology and data table
Ten diverse categories were selected representing over 18% of Paid Search expenditure. The categories
represented a range of products and services, established and new. 10 high-profile businesses identified as active
on Google AdWords UK in February 2016 with ad texts not featuring BE copywriting were selected.
The categories were: Computers/internet, Telecomms, Automotive (luxury), Automotive (family), Shopping
(Apparel), Lifestyle, Travel (Airlines), Travel (car hire), Travel (hotels), Shopping (supermarkets)
One ad currently live on Google AdWords and without BE copywriting was selected in each category (control ad)
and tested against specially written ads featuring BE copywriting promoting the same product
AdWords searchers are information gathering or at the point-of-purchase. To replicate this category specific
interest respondents self-identified their engagement in each category through the question “Would you
consider yourself to be interested in {category}.” This is the data used in the results
The research was conducted on March 7th 2016:
• 1,000 UK responses
• Internet search users
• Aged 16 – 75
• Quota of n=100 per category
14. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
17. Research methodology (contd.)
Writing of ad texts for comparison in research
New ad copy generated by copywriters trained in ATO™ Behavioural Economics practices. Ads written to adhere
to Google rules and policies
Research questions
1. Preferred ads identified: “Imagine you are searching on Google to find out more about {category} and the ads
below appear. Please choose your preferred ad.”
2. To replicate the point-of-purchase/research nature of AdWords users respondents self-identified their
engagement in each category through the question “Would you consider yourself to be interested in
{category}.” This is the data used in the results.
• Respondents identified themselves as more engaged in computers/internet, telecoms, shopping
(apparel), travel (airlines), travel (hotels) and supermarkets
• Respondents identified themselves as less engaged in automotive (family), automotive (luxury), travel
(car hire) and lifestyle
• Suggests that and respondents self-identification of engaged/non engaged is robust
Calculating potential savings
Using the ATO Metric system control ads were evaluated to ascertain their likely Google Quality Score and
associated media cost premium (source: ClickEquations). These premiums were associated with category spends
(source: ADGooroo) to generate a potential saving figure
15. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
18. Engaged response - data table
Category Winning ad
Total engaged
responses
BE ad copy
responses
Control ad
responses Difference (no) Difference (%)
Computers/
internet BE copy 68 45 23 22 32%
Telecomms BE copy 78 45 33 12 15%
Automotive
(family) BE copy 46 26 20 6 13%
Shopping
(apparel) BE copy 56 30 26 4 7%
Lifestyle BE copy 44 23 21 2 5%
Travel (airlines) BE copy 71 37 34 3 4%
Travel (car hire) Control 40 19 21 2 5%
Travel (hotels) Control 77 29 48 19 25%
Shopping
(supermarkets) Control 81 26 55 29 36%
Automotive
(luxury) Control 23 7 16 9 39%
16. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper
19. 66%
58% 57%
54% 52% 52%
48%
38%
32% 30%
34%
42% 43%
46% 48% 48%
53%
62%
68% 70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Engagedaudienceresponses
Category
BE copy ads Control ads
Ads featuring BE copywriting outperformed control
ads in 6 of 10 categories
Categories that performed better
with BE copy
17. I Driving higher performance from Google AdWords by applying Behavioural Economics I White Paper