6. History
Invented 2000
Based on Yellow Pages idea
Originally a Google-managed service
Self-service for small businesses
Spawned a huge industry
8. Quick and easy to set up...
Copy for your retail site
On time, on brief and on budget.
Trained, specialist writers.
www.wordsthatsell.co.uk
Retail copy that works
Top UK copywriters – great service
Ask us for a free quote & sample copy
www.wordsthatsell.co.uk
10. Each stage influences the others
Landing Page
Ad Copy
Keyword Match
Quality
Keyword
Research &
Score
Selection
Structure
Campaigns Click Thru Rate
& Ad
Groups
(CTR)
11. Better results for less ££££
The higher the
CTR & Quality
Score
The less Google
charge you per
click
The higher up
Google puts your
ad
12. Adwords – a science as well as an art
Keywords, campaign Creative work (ads and
management, analysis landing pages)
18. Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
{keyword:Rush Hour} New Rush Hour games
The Complete Rush Hour Puzzle Range Rush Hour 4 & new Safari Rush Hour
Buy today from Happy Puzzle. Plus Rush Hour cards from £4.99
•„Rush Hour‟ search brings up Jackie Chan /
hairdressers etc – so „games‟ may be key
•Customer know Rush Hour
•Why us not Amazon? Entice with prospect of
something new
19. Results 24 Nov 2011
{keyword:Rush Hour} New Rush Hour games
The Complete Rush Hour Puzzle Range Rush Hour 4 & new Safari Rush Hour
Buy today from Happy Puzzle. Plus Rush Hour cards from £4.99
CTR – 1.29% CTR – 0.76%
Conversion – 2.38% Conversion – 6.25%
Cost per sale - £1.16 Cost per sale - £0.44
8 Conversion
£1.20 Cost per
1.5 6
£1.00 CTR
sale
£0.80
14
£0.60
0.5 2
£0.40
00
£0.20
Old Ad
£0.00 Old Ad New Ad
New Ad
Old Ad New Ad
21. Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
The Amazing Clock Kit Free „Amazing Clock Kit‟
Build your own real wind-up clock. Watch your child build a clock
Buy now for £14.99! Great gift, 5 yrs+. Buy 2, get 3rd free
•Delivers on landing page headline of „Buy 2 Amazing Clock Kits
and Get 3rd FREE
•Free – powerful word
•Mum or gran buying gifts – age range is important
22. Amazing Clock - results
The Amazing Clock Kit Free ‘Amazing Clock Kit’
Build your own real wind-up clock. Watch your child build a clock
Buy now for £14.99! Great gift, 5 yrs+. Buy 2, get 3rd free
CTR – 3.18% CTR – 2.05%
Conversion – 3.28% Conversion – 2.7%
Cost per sale £3.15 Cost per sale - £3.24
CTR
4 4.00
£4.00 Conversion
Cost per sale
3 £3.00
3.00
2 £2.00
2.00
1 £1.00
1.00
£0.00
0 0.00
CAUTION: Very small base
Old Ad New Ad
Old Ad Ad New New Ad
Old Ad
23. Amazing Clock „Price‟ v „Saving‟
The Amazing Clock Kit The Amazing Clock Kit
Build your own real wind-up clock. Build your own real wind-up clock
Buy now for £14.99! Buy 2 and save £3!
CTR – 3.18% CTR – 4.46%
CAUTION: Very small base
24. Amazing Clock – „Price‟ v „Emotion‟
The Amazing Clock Kit Mummy – Look what I made
Build your own real wind-up clock. Kids love this clock that they
Buy now for £14.99! make themselves. Just £14.99.
CTR – 3.18% CTR – 0.99%
Conversion – 3.28% Conversion – 0%
CAUTION: Very small base
26. Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
Tantrix Puzzles Tantrix Puzzles
Full Tantrix Range - Trax, We‟ve picked the three best
Xtreme and Magnetic. Tantrix for you. Buy now.
•Customer must be aware of Tantrix
•Again need an „Anti-Amazon‟ edge
•„Expert‟
27. Results –Nov 2011
Tantrix Puzzles Tantrix Puzzles
Full Tantrix Range – Trax, We’ve picked the three best
Xtreme & Magnetic Tantrix for you. Buy now.
CTR – 2.13% CTR – 3.39%
2.4
2.3
2.2
2.1
2
Old Ad New Ad
28. Buy now‟ or „See them here‟
Tantrix Puzzles Tantrix Puzzles
We've picked the three best We've picked the three best
Tantrix for you. Buy now. Tantrix for you - see them here.
CTR %
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Buy now See them here
2.6% 3.4%
30. Free Book Campaign
7 Top Tips for a Happy Dog
New book - beautifully illustrated
Download yours now for free
www.lovemydog.co.uk
31. What did our customer do?
48 clicks in a row
Not one downloaded
the book
And it was free!!!
32. We looked at what the customer had to do...
7 Top Tips for a Happy Dog
New book - beautifully illustrated
Download yours now for free
www.lovemydog.co.uk
FREE BOOK
33. EXPERIMENT 8 – LoveMyDog free gift
27 clicks, no sign up
34. Change 1 – Landing page
Before: After:
1 - home page & New landing page
2 - sign-up page Image & more copy
35. Change 2: Keyword Match
Before: All Broad
Dog birthday
Birthday dog
Dog gift
Birthday presents for dogs
After: Broad, Phrase & Exact
“Dog Birthday”
[Birthday Dog]
“Birthday Dog”
“Dog Gift”
[Birthday presents for dogs]
36. Change 3 – tested New ad copy
Free dog birthday present
LoveMyDog the UK's leading designer
dogwear will send your dog a gift.
CTR 1.81%
Conversion 12.5%
A free gift for your dog Birthday Gift
or BirthdayGIFT
BIRTHDAY Treat
We'll send you a gift for your dog
on their birthday - sign up now
We‟ll send you
WE‟LL SEND YOU
v Let us send you
CTR 1.62%
Conversion 18.18%
37. COPYWRITING TIPS for 95 character PPC ads
Single focus eg:
Benefit
USP
Offer (limited time, free delivery etc)
Relate it to the landing page
Be specific, not general
Seasonality
Play with word arrangement
New /Free – first/last
38. WHAT MAKES PEOPLE CLICK?
Combination of factors
3%
Testing is key
3%
2%
2%
1%
1%
Details can make the
0%
difference PPC Ad A PPC Ad B
2% 3%
39. Presented by Mel Henson
Nick Begy for
Happy Puzzle
James Aston &
Harry Carr
(Money Spyder)
Lilly Shahravesh
(LoveMyDog)
Follow me on twitter
@flicksandclicks
42. Headline copy is vague
Body text is overly
general and doesn‟t say
why this business is
different
Does not say what the
customer should
do.....Call? Buy? Click?
43. Headline mentions a
specific product
Body text features a
discount and a special
offer
States the exact action
a customer should take