A great AdWords ad is the doorstep to your online shop. They should be outstanding and relevant in order to perfectly reflect the search query and wow the users. To achieve this, Andreas Reiffen, CEO of crealytics, presents several options. Amongst others are value propositions, call-to-actions and promotions.
3. Which
ad
copy
performs
beDer?
Alexander
McQueen®
Shoes
The
new
luxury
shoes
collec/on
by
Alexander
McQueen.
Fast
Shipping!
Alexander_McQueen.example.com
Alexander
McQueen
Shoes
Shoes
by
Alexander
McQueen.
Order
now
online
at
Example.com!
Example.com/Alexander_McQueen
1,25%
2,00%
CTR
Conversion Rate
0,92%
2,00%
CTR
Conversion Rate
9. Reflect
the
user
intent!
Landing
Page
Blue
Balmain®
Jacket
City
chic
Blue
Balmain
Jacket
at
Example.com.
Shop
now!
www.example.com/balmain/
Ad
Brand: Balmain ®
Colour: Blue
Balmain
jacket
blue
Balmain
–
Leather
Biker
Jacket
10. Create
fundamentally
different
varia/ons!
Features
vs.
Benefits
Value
Proposi/ons
Call-‐to-‐Ac/on
Psychological
Aspects
Promo/ons
Target
Groups
12. Features
givenchy
cardigans
Beau/ful
Givenchy®
Cardigans
Cardigans
by
Givenchy®
cra^ed
in
a
luxurious
blend
of
cashmere
&
silk.
Givenchy.example.com
13. Benefits
creme
givenchy
tote
Crème
Givenchy®
Tote
Glamorous
Totes
by
Givenchy®
with
room
to
store
all
your
essen/als!
Givenchy.example.com
14. Value
Proposi/ons:
Selling
Points
short
givenchy
dresses
Givenchy®
Dresses
Stylish
Short
Dresses
by
Givenchy®.
Fast
shipping
&
easy
returns!
Givenchy.example.com
15. Value
Proposi/ons:
Shopping
Experience
givenchy
skirts
Givenchy®
Skirts
Exclusive
selec/on
of
Givenchy
Skirts
with
perfect
styling
/ps!
Givenchy.example.com
16. Call-‐to-‐Ac/on:
Research
jackets
givenchy
Givenchy®
Jackets
Browse
the
finest
jacket
variety
in
the
official
Givenchy
shop!
Givenchy.example.com
17. Call-‐to-‐Ac/on:
Evalua/on
Chloe
leather
bags
Chloé®
Leather
Bags
Find
the
best
prices
for
Chloé®
Leather
Bags
today
at
Example.com!
Chloe.example.com
18. Call-‐to-‐Ac/on:
Purchase
givenchy
dresses
elegant
Givenchy®
Dresses
Buy
an
Elegant
Givenchy®
Dress
now.
Fast
world
wide
shipping!
Givenchy.example.com
19. Psychological
Aspects:
Creden/als
&
Social
Proof
silk
givenchy
dress
Givenchy®
Silk
Dress
Ultra-‐flaDering
Givenchy®
Dresses.
Now
at
UKs
retailer
of
the
year!
Givenchy.example.com
20. Psychological:
Scarcity
alexander
mcqueen
clutch
red
Alexander
McQueen®
Clutch
Strictly
limited
collec/on
of
Red
Clutches
by
Alexander
McQueen®.
Alexander_McQueen.example.com
21. Psychological:
Urgency
alexander
mcqueen
clutch
Alexander
McQueen®
Clutch
Clutches
by
Alexander
McQueen®.
Welcome
bonus
un/l
30/11/2014!
Alexander_McQueen.example.com
22. Promo/on:
Discount
alexander
mcqueen
clutch
affordable
Alexander
McQueen®
Clutch
Affordable
Clutches
by
top
designer
Alexander
McQueen®.
Alexander_McQueen.example.com
23. Promo/on:
Coupons
alexander
mcqueen
clutch
Alexander
McQueen®
Clutch
Online
and
in
store:
save
15%
on
Clutches
with
code
McQueen-‐0815!
Alexander_McQueen.example.com
24. Target
Group
balmain
jackets
Balmain®
Jackets
Elegant
Jackets
by
Balmain®.
For
business
women
with
taste!
Balmain.example.com
25. New
ideas
for
ad
copies?
Host
an
Ad
Compe//on
in
your
company!
26. New
ideas
for
ad
copies?
Leather
jackets
Example
Leather
jackets
Huge
selec/on
of
leather
jackets
at
Example.
Aaaaaaaahhhhh!
www.example.com/_Leatherjackets
27. New
ideas
for
ad
copies?
Bedside
lamp
kids
Monsters
under
the
bed?
This
bedside
lamp
is
extremely
phat
Bedside
lamp
kids
–
Example.com!
example.com/_Bedside-‐lamp
29. A/B
Split
Tes/ng:
Change
exactly
one
element
With
or
without
trademark
symbol
Givenchy
shoes
vs.
shoes
by
Givenchy
www.givenchy.harrods.com
vs.
harrods.com
Free
delivery
vs.
money
back
guarantee
30. A/B
Split
Tes/ng:
Change
exactly
one
element
Blue
Balmain®
Jacket
City
chic
Blue
Balmain
Jacket
at
Example.com.
Shop
now!
www.example.com/balmain/
Blue
Balmain®
Jacket
City
chic
Blue
Balmain
Jacket
at
Example.com.
Shop
now!
www.balmain.example.com/
31. Mul/variate
Tes/ng:
Change
more
elements
Blue
Balmain®
Jacket
City
chic
Blue
Balmain
Jacket
at
Example.com.
Shop
now!
www.example.com/balmain/
Balmain®
Jacket
in
Blue
City
chic
Blue
Balmain
Jacket
at
Example.com.
Shop
now!
www.balmain.example.com/
32. Which
ad
performes
beDer?
Blue
Balmain®
Jacket
City
chic
Blue
Balmain
Jacket.
Order
at
Example.com
brand
shop!
www.example.com/balmain/
Blue
Balmain®
Jacket
City
chic
Blue
Balmain
Jacket.
Fast
world
wide
shipping!
www.example.com/balmain/
410
1,00%
150
0,85%
Clicks
Click-trough Rate
Clicks
Click-trough Rate
41. Insights
Dashboard
Ads
with...
Givenchy
Balmain
Etro
Aggregate
Selling
Point
+
+
-‐
+
Best
Selling
Point
Fast
Shipping
24
Hours
Delivery
None
Fast
Shipping
Call-‐to-‐ac/on
+
+
-‐
+
Best
Call-‐to-‐ac/on
Use
Code
Shop
-‐
Shop
Wide
selec/on
+
+
+
+
42. 5
best
prac/ces
for
effec/ve
ad
copies
1. Always reflect the user intent!
2. Play with different ad variations!
(www.etro.example.com vs. Example.com/etro, ™
vs. ®, Upper and lower case, Selling Lines, …)
3. Always bring in testing variations at the same
time!
4. Set „equal ad rotation“!
5. Take your time, ad copy pays off!
43. Thank
you!
Office
Passau
Brunngasse
1
94032
Passau
+49
851
213728-‐0
info@crealy/cs.com
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Berlin
Oranienstrasse
185
10999
Berlin
+49
030
6098381-‐0
www.crealy/cs.com
Office
London
TEN
Lovat
Lane
10/13
Lovat
Lane
London,
EC3R
8DN
+44
(0)79
4781
2729
www.camato.co.uk
crealy/cs
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