Adgooroo and Boost Media have partnered for this SlideShare. Learn how to measure ad copy performance and how to optimize your current copy for the holiday season to maximize sales.

1. MAXIMIZE
holiday sales a Kantar Media Company
a Kantar Media Company
a Kantar Media Company
SPEED UP PPC AD
COPY OPTIMIZATION
TO MAXIMIZE HOLIDAY SALES
a Kantar Media Company
Brought to you by:

2. MAXIMIZE
holiday sales a Kantar Media Company
AGENDA

3. MAXIMIZE
holiday sales a Kantar Media Company
• Introductions
AGENDA

4. MAXIMIZE
holiday sales a Kantar Media Company
• Introductions
• Measuring Performance
AGENDA

5. MAXIMIZE
holiday sales a Kantar Media Company
• Introductions
• Measuring Performance
• Quickly Optimizing Ad Copy
AGENDA

6. MAXIMIZE
holiday sales a Kantar Media Company
• Introductions
• Measuring Performance
• Quickly Optimizing Ad Copy
• Q&A
AGENDA

7. MAXIMIZE
holiday sales a Kantar Media Company
7
JOIN THE CONVERSATION

8. MAXIMIZE
holiday sales a Kantar Media Company
8
JOIN THE CONVERSATION

9. MAXIMIZE
holiday sales a Kantar Media Company
9
JOIN THE CONVERSATION
@Boostctr

10. MAXIMIZE
holiday sales a Kantar Media Company
10
JOIN THE CONVERSATION
@Boostctr
@Adgooroo

11. MAXIMIZE
holiday sales a Kantar Media Company
11
JOIN THE CONVERSATION
@Boostctr
@Adgooroo
#SpeedUpSEM

12. MAXIMIZE
holiday sales a Kantar Media Company
ROB LENDERMAN
CO-PRESENTER

13. MAXIMIZE
holiday sales a Kantar Media Company
ROB LENDERMAN
• Co-Founder & COO of Boost Media
CO-PRESENTER

14. MAXIMIZE
holiday sales a Kantar Media Company
ROB LENDERMAN
• Co-Founder & COO of Boost Media
• 15+ Years Industry Expertise
CO-PRESENTER

15. MAXIMIZE
holiday sales a Kantar Media Company
ROB LENDERMAN
• Co-Founder & COO of Boost Media
• 15+ Years Industry Expertise
• Featured Panelist at SIS, AdTech, SMX, and more
CO-PRESENTER

16. MAXIMIZE
holiday sales a Kantar Media Company
RICHARD STOKES
CO-PRESENTER

17. MAXIMIZE
holiday sales a Kantar Media Company
RICHARD STOKES
• Founder & CEO of AdGooroo
CO-PRESENTER

18. MAXIMIZE
holiday sales a Kantar Media Company
RICHARD STOKES
• Founder & CEO of AdGooroo
• Industry Thought Leader on Search Engine Marketing
CO-PRESENTER

19. MAXIMIZE
holiday sales a Kantar Media Company
RICHARD STOKES
• Founder & CEO of AdGooroo
• Industry Thought Leader on Search Engine Marketing
• Author of:
Ultimate Guide to Pay-Per-Click Advertising
(First and Second Edition)
and Mastering Search Advertising
CO-PRESENTER

20. MAXIMIZE
holiday sales a Kantar Media Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE
SINCE 2004
20

21. MAXIMIZE
holiday sales a Kantar Media Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE
SINCE 2004
• Founded the Search
Intelligence category in 2004
21

22. MAXIMIZE
holiday sales a Kantar Media Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE
SINCE 2004
• Founded the Search
Intelligence category in 2004
• World’s largest database of
Search Marketing data
• 50 Countries
• 14 Search Engines
• 2+ Million Advertisers
22

23. MAXIMIZE
holiday sales a Kantar Media Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE
SINCE 2004
• Founded the Search
Intelligence category in 2004
• World’s largest database of
Search Marketing data
• 50 Countries
• 14 Search Engines
• 2+ Million Advertisers
• 4,000+ users worldwide
23

24. MAXIMIZE
holiday sales a Kantar Media Company
THE GLOBAL LEADER IN SEARCH INTELLIGENCE
SINCE 2004
• Founded the Search
Intelligence category in 2004
• World’s largest database of
Search Marketing data
• 50 Countries
• 14 Search Engines
• 2+ Million Advertisers
• 4,000+ users worldwide
• Part of Kantar Media, the
largest advertising intelligence
company in the world
24

25. MAXIMIZE
holiday sales a Kantar Media Company
Visualize, Prioritize
Measuring Performance
& Taking Action
25

26. MAXIMIZE
holiday sales a Kantar Media Company
26
HOW MOST PEOPLE DO IT…
Assessing Keyword Performance

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holiday sales a Kantar Media Company
27
HOW MOST PEOPLE DO IT…
Assessing Keyword Performance

28. MAXIMIZE
holiday sales a Kantar Media Company
28
THE FAST & EASY WAY
Assessing Keyword Performance
Your Goal for Each Keyword
is High Coverage & Top
Position

29. MAXIMIZE
holiday sales a Kantar Media Company
29
THE FAST & EASY WAY
Assessing Keyword Performance
yoursite.com
Your Goal for Each Keyword
is High Coverage & Top
Position

30. MAXIMIZE
holiday sales a Kantar Media Company
30
THE FAST & EASY WAY
Assessing Keyword Performance
yoursite.com Each dot is one
of your keywords
Your Goal for Each Keyword
is High Coverage & Top
Position

31. MAXIMIZE
holiday sales a Kantar Media Company
31
THE FAST & EASY WAY
Assessing Keyword Performance
yoursite.com Each dot is one
of your keywords
Your Goal for Each Keyword
is High Coverage & Top
Position

32. MAXIMIZE
holiday sales a Kantar Media Company
32
THE FAST & EASY WAY
Assessing Keyword Performance
yoursite.com Each dot is one
of your keywords
This keyword is
showing up around
60% of the time
Your Goal for Each Keyword
is High Coverage & Top
Position

33. MAXIMIZE
holiday sales a Kantar Media Company
33
THE FAST & EASY WAY
Assessing Keyword Performance
yoursite.com Each dot is one
of your keywords
This keyword is
showing up around
60% of the time
On average your ad
appears just under
the 4th position for
this keyword
Your Goal for Each Keyword
is High Coverage & Top
Position

34. MAXIMIZE
holiday sales a Kantar Media Company
34
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem
Keywords

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holiday sales a Kantar Media Company
35
High Position-High Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem
Keywords

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holiday sales a Kantar Media Company
36
High Position-High CoverageLow Position-High Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem
Keywords

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holiday sales a Kantar Media Company
37
High Position-High CoverageLow Position-High Coverage
Low Position-Low Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem
Keywords

38. MAXIMIZE
holiday sales a Kantar Media Company
38
High Position-Low Coverage
High Position-High CoverageLow Position-High Coverage
Low Position-Low Coverage
BY AD COVERAGE & AVERAGE POSITION ON PAGE
Identifying & Prioritizing Problem
Keywords

39. MAXIMIZE
holiday sales a Kantar Media Company
39
High Position-Low Coverage
High Position-High CoverageLow Position-High Coverage
Low Position-Low Coverage
ACTION: LOWER YOUR BID TO INCREASE
COVERAGE
High Position-Low Coverage Keywords

40. MAXIMIZE
holiday sales a Kantar Media Company
40
High Position-Low Coverage
High Position-High CoverageLow Position-High Coverage
Low Position-Low Coverage
ACTION: OPTIMIZE AD COPY
Low Position-Low Coverage Keywords

41. MAXIMIZE
holiday sales a Kantar Media Company
41
High Position-Low Coverage
High Position-High CoverageLow Position-High Coverage
Low Position-Low Coverage
ACTION: INCREASE YOUR BID
Low Position-High Coverage Keywords
Optimize Ad Copy If
Coverage Drops as Bid
Increases

42. MAXIMIZE
holiday sales a Kantar Media Company
42
High Position-Low Coverage
High Position-High CoverageLow Position-High Coverage
Low Position-Low Coverage
NO ACTION REQUIRED
High Position-High Coverage Keywords

43. MAXIMIZE
holiday sales a Kantar Media Company
43
High Position-Low Coverage
High Position-High CoverageLow Position-High Coverage
Low Position-Low Coverage
ALWAYS START IN #4 AND MOVE KEYWORDS
CLOCKWISE TO #1
The Optimization Swoop

44. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
44

45. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
YES, WHEN OTHERS ARE DOING BETTER ON THE KEYWOR
45

46. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
YES, WHEN OTHERS ARE DOING BETTER ON THE KEYWOR
46
yoogiscloset.com

47. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
YES, WHEN OTHERS ARE DOING BETTER ON THE KEYWOR
47
yoogiscloset.com
Your Site

48. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
48

49. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
MAYBE NOT…
49

50. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
MAYBE NOT…
50
yoogiscloset.com

51. MAXIMIZE
holiday sales a Kantar Media Company
Do I Need To Optimize Every Keyword?
MAYBE NOT…
51
yoogiscloset.com
Your Site

52. MAXIMIZE
holiday sales a Kantar Media Company
OPTIMIZE AD COPY
QUICKLY
52

53. MAXIMIZE
holiday sales a Kantar Media Company
Boost Media increases advertiser profitability by using a combination of
professional human optimizers and a proprietary software platform to
drive increased ad relevance at scale. Boost has delivered more than
$1 billion in optimized digital ads for 100+ enterprise brands.

54. MAXIMIZE
holiday sales a Kantar Media Company
YOU MAY BE WONDERING…

55. MAXIMIZE
holiday sales a Kantar Media Company
YOU MAY BE WONDERING…
• How do I figure out where to test?

56. MAXIMIZE
holiday sales a Kantar Media Company
YOU MAY BE WONDERING…
• How do I figure out where to test?
• How do I determine what to write?

57. MAXIMIZE
holiday sales a Kantar Media Company
YOU MAY BE WONDERING…
• How do I figure out where to test?
• How do I determine what to write?
• How do I measure my success?

58. MAXIMIZE
holiday sales a Kantar Media Company
YOU MAY BE WONDERING…
• How do I figure out where to test?
• How do I determine what to write?
• How do I measure my success?
• How do I know when to stop?

59. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW

60. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW
1. Determine the right ad
groups to test by volume

61. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW
1. Determine the right ad
groups to test by volume
2. Verify ad groups are
worthy of testing

62. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW
1. Determine the right ad
groups to test by volume
2. Verify ad groups are
worthy of testing
3. Collect data to
determine test copy

63. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW
1. Determine the right ad
groups to test by volume
2. Verify ad groups are
worthy of testing
3. Collect data to
determine test copy
4. Write multiple
variations of copy

64. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW
1. Determine the right ad
groups to test by volume
2. Verify ad groups are
worthy of testing
3. Collect data to
determine test copy
4. Write multiple
variations of copy
5. Test and
measure

65. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW
1. Determine the right ad
groups to test by volume
2. Verify ad groups are
worthy of testing
3. Collect data to
determine test copy
4. Write multiple
variations of copy
5. Test and
measure
6. Determine
learnings

66. MAXIMIZE
holiday sales a Kantar Media Company
HERE'S HOW
1. Determine the right ad
groups to test by volume
2. Verify ad groups are
worthy of testing
3. Collect data to
determine test copy
4. Write multiple
variations of copy
5. Test and
measure
6. Determine
learnings
7. Create more
messages to test

67. MAXIMIZE
holiday sales a Kantar Media Company
3. Collect Data To Determine Test Copy

68. MAXIMIZE
holiday sales a Kantar Media Company
3. Collect Data To Determine Test Copy
Understand which of your ad terms drive the most value

69. MAXIMIZE
holiday sales a Kantar Media Company
3. Collect Data To Determine Test Copy
Understand which of your ad terms drive the most value
{KeyWord:Brand 2 Sale}
Save up to 30% on Select Furniture
& Lighting at Brand 2.
www.brand.com
{Keyword:Brand 2 Sale}
Sale: Save on Beach Towels,
Bedding & More at Brand 2
www.brand.com
{KeyWord:Seasonal Sale}
Find Kids' Bedding, Decor & More -
Shop Brand 2® Today.
www.brand.com
{KeyWord:Seasonal Sale}
Find Seasonal Decor & More On Sale
at Brand 2. Shop Now!
www.brand.com

70. MAXIMIZE
holiday sales a Kantar Media Company
3. Collect Data To Determine Test Copy
Understand which of your ad terms drive the most value
Calculate CTR
and CPI of all
ads containing
“Save”
{KeyWord:Brand 2 Sale}
Save up to 30% on Select Furniture
& Lighting at Brand 2.
www.brand.com
{Keyword:Brand 2 Sale}
Sale: Save on Beach Towels,
Bedding & More at Brand 2
www.brand.com
{KeyWord:Seasonal Sale}
Find Kids' Bedding, Decor & More -
Shop Brand 2® Today.
www.brand.com
{KeyWord:Seasonal Sale}
Find Seasonal Decor & More On Sale
at Brand 2. Shop Now!
www.brand.com
Calculate CTR
and CPI of all
ads containing
“Find”

71. MAXIMIZE
holiday sales a Kantar Media Company
3. Collect Data To Determine Test Copy
Understand which of your ad terms drive the most value
Calculate CTR
and CPI of all
ads containing
“Save”
Compare &
Identify test
opportunity{KeyWord:Brand 2 Sale}
Save up to 30% on Select Furniture
& Lighting at Brand 2.
www.brand.com
{Keyword:Brand 2 Sale}
Sale: Save on Beach Towels,
Bedding & More at Brand 2
www.brand.com
{KeyWord:Seasonal Sale}
Find Kids' Bedding, Decor & More -
Shop Brand 2® Today.
www.brand.com
{KeyWord:Seasonal Sale}
Find Seasonal Decor & More On Sale
at Brand 2. Shop Now!
www.brand.com
Calculate CTR
and CPI of all
ads containing
“Find”

72. MAXIMIZE
holiday sales a Kantar Media Company
Introducing Lexical Analysis

73. MAXIMIZE
holiday sales a Kantar Media Company
Introducing Lexical Analysis

74. MAXIMIZE
holiday sales a Kantar Media Company
Introducing Lexical Analysis
Lexical Analysis
allows advertisers to
identify top
performing and
underperforming
words and phrases
within their paid
search ad creative.

75. MAXIMIZE
holiday sales a Kantar Media Company
Introducing Lexical Analysis
Lexical Analysis
allows advertisers to
identify top
performing and
underperforming
words and phrases
within their paid
search ad creative.
Having insight on
exactly which
words resonate
with your target
audience is
crucial to
optimizing ad
creative.

76. MAXIMIZE
holiday sales a Kantar Media Company
Use Data To Generate Insights

77. MAXIMIZE
holiday sales a Kantar Media Company
Use Data To Generate Insights

78. MAXIMIZE
holiday sales a Kantar Media Company
Use Data To Generate Insights

79. MAXIMIZE
holiday sales a Kantar Media Company
Use Data To Generate Insights

80. MAXIMIZE
holiday sales a Kantar Media Company
4. Write Multiple Variations of Copy

81. MAXIMIZE
holiday sales a Kantar Media Company
4. Write Multiple Variations of Copy
BUILD ON THE COMPETITION

82. MAXIMIZE
holiday sales a Kantar Media Company
4. Write Multiple Variations of Copy
BUILD ON THE COMPETITION
Shop Watches at Nordstrom
Shop Dozens of Designer Watches
Free Shipping on Orders Over $100
www.nordstrom.com/watches
Shop Watches at Company Name
Shop Hundreds of Designer Watches
Free Shipping on Orders Over $100
www.companyname.com/watches

83. MAXIMIZE
holiday sales a Kantar Media Company
4. Write Multiple Variations of Copy
BUILD ON THE COMPETITION
Shop Watches at Nordstrom
Shop Dozens of Designer Watches
Free Shipping on Orders Over $100
www.nordstrom.com/watches
Shop Watches at Company Name
Shop Hundreds of Designer Watches
Free Shipping on Orders Over $100
www.companyname.com/watches
DIFFERENTIATE FROM THE COMPETITION

84. MAXIMIZE
holiday sales a Kantar Media Company
4. Write Multiple Variations of Copy
BUILD ON THE COMPETITION
Shop Watches at Nordstrom
Shop Dozens of Designer Watches
Free Shipping on Orders Over $100
www.nordstrom.com/watches
Shop Watches at Company Name
Shop Hundreds of Designer Watches
Free Shipping on Orders Over $100
www.companyname.com/watches
Necklaces at JCPenny
Buy Fine Necklaces For Less.
Free Shipping Every Day at JCPenny.
www.jcpenny.com/necklaces
Necklaces at Company Name
Feel Gorgeous In Stunning Gems.
Shop One-Of-A-Kind Pieces.
www.companyname.com/necklaces
DIFFERENTIATE FROM THE COMPETITION

85. MAXIMIZE
holiday sales a Kantar Media Company
Build On Your Own Findings

86. MAXIMIZE
holiday sales a Kantar Media Company
Build On Your Own Findings
Watches at Company Name
Shop Stylish and Cheap Watches.
Free Shipping Every Day.
www.companyname.com/watches
WATCHES

87. MAXIMIZE
holiday sales a Kantar Media Company
Build On Your Own Findings
Necklaces at Company Name
Buy Fine Jewelry For Cheap.
Free Shipping Every Day.
www.companyname.com/jewelry
Watches at Company Name
Shop Stylish and Cheap Watches.
Free Shipping Every Day.
www.companyname.com/watches
WATCHES NECKLACES

88. MAXIMIZE
holiday sales a Kantar Media Company
5. Test and Measure

89. MAXIMIZE
holiday sales a Kantar Media Company
5. Test and Measure
• Track accurately

90. MAXIMIZE
holiday sales a Kantar Media Company
5. Test and Measure
• Track accurately
• Check frequently

91. MAXIMIZE
holiday sales a Kantar Media Company
5. Test and Measure
• Track accurately
• Check frequently
• Record start dates

92. MAXIMIZE
holiday sales a Kantar Media Company
5. Test and Measure
• Track accurately
• Check frequently
• Record start dates
• Determine statistical significance

93. MAXIMIZE
holiday sales a Kantar Media Company
5. Test and Measure
• Track accurately
• Check frequently
• Record start dates
• Determine statistical significance
• Look at multiple metrics

94. MAXIMIZE
holiday sales a Kantar Media Company
6. Determine Learnings

95. MAXIMIZE
holiday sales a Kantar Media Company
6. Determine Learnings
• Look at the message and how it relates to the metric

96. MAXIMIZE
holiday sales a Kantar Media Company
6. Determine Learnings
• Look at the message and how it relates to the metric
• If the changes you made are working, it should show in
performance

97. MAXIMIZE
holiday sales a Kantar Media Company
7. Create More Messages to Test

98. MAXIMIZE
holiday sales a Kantar Media Company
7. Create More Messages to Test
…But how long should I keep going?

99. MAXIMIZE
holiday sales a Kantar Media Company
7. Create More Messages to Test
…But how long should I keep going?
• If you are not in the upper right quadrant

100. MAXIMIZE
holiday sales a Kantar Media Company
7. Create More Messages to Test
…But how long should I keep going?
• If you are not in the upper right quadrant
• If you have shown improvement, but relative to competitors it is
small

101. MAXIMIZE
holiday sales a Kantar Media Company
7. Create More Messages to Test
…But how long should I keep going?
• If you are not in the upper right quadrant
• If you have shown improvement, but relative to competitors it is
small
• If performance is at an acceptable level, let it run through the end
of the holiday season

102. MAXIMIZE
holiday sales a Kantar Media Company
7. Create More Messages to Test
…But how long should I keep going?
• If you are not in the upper right quadrant
• If you have shown improvement, but relative to competitors it is small
• If performance is at an acceptable level, let it run through the end of the
holiday season
• If an area of your account is failing, fail fast!

103. MAXIMIZE
holiday sales a Kantar Media Company
10
3
Summary

104. MAXIMIZE
holiday sales a Kantar Media Company
10
4
Summary
VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS

105. MAXIMIZE
holiday sales a Kantar Media Company
10
5
Summary
VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS
• Don’t Blindly Make Changes to Your Campaign
• Pick and Prioritize Which Keywords to Optimize
• Optimization Swoop: Achieve High Coverage & Top Position
• This is a Higher Priority Than Almost Everything You Do

106. MAXIMIZE
holiday sales a Kantar Media Company
10
6
OPTIMIZING AD COPY
Summary
VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS
• Don’t Blindly Make Changes to Your Campaign
• Pick and Prioritize Which Keywords to Optimize
• Optimization Swoop: Achieve High Coverage & Top Position
• This is a Higher Priority Than Almost Everything You Do

107. MAXIMIZE
holiday sales a Kantar Media Company
10
7
OPTIMIZING AD COPY
Summary
VISUALIZE PERFORMANCE, PRIORITIZE ACTIONS
• Don’t Blindly Make Changes to Your Campaign
• Pick and Prioritize Which Keywords to Optimize
• Optimization Swoop: Achieve High Coverage & Top Position
• This is a Higher Priority Than Almost Everything You Do
• Identify the Right Places to Work
• Use Competitive and Internal Data to Make Decisions on What to Test
• Understand the Impact of Testing So That You Don’t Jeopardize Having a
Good Season by Doing Too Much Testing

108. MAXIMIZE
holiday sales a Kantar Media Company
Questions?
10
8

109. MAXIMIZE
holiday sales a Kantar Media Company
Thank You!
10
9
Richard Stokes
rich@adgooroo.com
@AdGooroo on
Twitter
For More
Information on
AdGooroo
www.AdGooroo.com
sales@AdGooroo.co
m
866-263-9900
312-205-4260
Rob Lenderman
rob.lenderman@boostmedia.co
m
For More Information
on Boost Media
www.BoostMedia.com
sales@BoostMedia.com
800-771-9415
MAXIMIZE
holiday sales