The document provides tips for crafting high-quality ad copy for paid search marketing. It discusses understanding searcher modes and the buyer's journey to create targeted ads. It emphasizes the importance of testing different ad variations such as headlines, offers, and psychological triggers to optimize performance. Common mistakes include not segmenting keywords correctly, focusing too much on CTR, and not paying attention to competitors.
5 Prover Customer Acquisition Strategies For B2C StartupsMarketing Masala
When it comes to customer acquisition strategy, most startups struggle with it. Here are 5 proven ways to gain more customers today for your B2C startup.
CRO is Dead: Mapping the future with Customer Journey OptimisationPerformanceIN
The bell tolls for Conversion Rate Optimisation.
As acquisition becomes more expensive, consumers become more demanding and competition becomes even more aggressive, the time when simple optimisations for a conversion rate would be enough is long gone. Today's retailers are setting their sights on something broader: the mindset that maps and evaluates the whole customer journey, adapting it continuously in order to enhance the customer experience and deliver on multiple goals, from lead generation to customer lifetime value.
That methodology is called Customer Journey Optimisation, and in this swift 30 minutes you'll learn:
How focusing on ‘CRO as usual’ could be harming you
What Customer Journey Optimisation is
How to apply Customer Journey Optimisation to your e-commerce activity
Webinar 2009 Service and Support Metrics Survey Results: A Look Behind the Sc...Parature, from Microsoft
As a service and support professional, you hear a lot about best practices in the support center. But what is really happening behind the scenes in today's service center? To find out, Parature and SupportIndustry.com conducted the 2009 Service & Support Metrics Survey. Respondents shared valuable data on metrics directly related to running their support operations, as well as providing humorous insights about some of their most challenging customer interactions.
In this webinar, narrated with industry insight and analysis, Pete McGarahan of McGarahan and Associates, and Gary McNeil, VP of Marketing for Parature will deliver the results of the survey with practical advice and a recommended course of action for all support centers. Attendees will be able to benchmark their own organization's performance against what others are doing today. All participants will also receive a full copy of the survey results.
How to Get a Positive Lift from Negative KeywordsDemandWave
Taking advantage of this feature is one of the simplest and effective ways to improve the ROI from your PPC campaigns. Negative keywords are like a filter that prevent your ads from showing up for searches that you decide are irrelevant. Don't waste your marketing budget on clicks that will not generate qualified leads.
Learn how to identify and eliminate unnecessary spending in your PPC campaigns and improve ROI.
5 Prover Customer Acquisition Strategies For B2C StartupsMarketing Masala
When it comes to customer acquisition strategy, most startups struggle with it. Here are 5 proven ways to gain more customers today for your B2C startup.
CRO is Dead: Mapping the future with Customer Journey OptimisationPerformanceIN
The bell tolls for Conversion Rate Optimisation.
As acquisition becomes more expensive, consumers become more demanding and competition becomes even more aggressive, the time when simple optimisations for a conversion rate would be enough is long gone. Today's retailers are setting their sights on something broader: the mindset that maps and evaluates the whole customer journey, adapting it continuously in order to enhance the customer experience and deliver on multiple goals, from lead generation to customer lifetime value.
That methodology is called Customer Journey Optimisation, and in this swift 30 minutes you'll learn:
How focusing on ‘CRO as usual’ could be harming you
What Customer Journey Optimisation is
How to apply Customer Journey Optimisation to your e-commerce activity
Webinar 2009 Service and Support Metrics Survey Results: A Look Behind the Sc...Parature, from Microsoft
As a service and support professional, you hear a lot about best practices in the support center. But what is really happening behind the scenes in today's service center? To find out, Parature and SupportIndustry.com conducted the 2009 Service & Support Metrics Survey. Respondents shared valuable data on metrics directly related to running their support operations, as well as providing humorous insights about some of their most challenging customer interactions.
In this webinar, narrated with industry insight and analysis, Pete McGarahan of McGarahan and Associates, and Gary McNeil, VP of Marketing for Parature will deliver the results of the survey with practical advice and a recommended course of action for all support centers. Attendees will be able to benchmark their own organization's performance against what others are doing today. All participants will also receive a full copy of the survey results.
How to Get a Positive Lift from Negative KeywordsDemandWave
Taking advantage of this feature is one of the simplest and effective ways to improve the ROI from your PPC campaigns. Negative keywords are like a filter that prevent your ads from showing up for searches that you decide are irrelevant. Don't waste your marketing budget on clicks that will not generate qualified leads.
Learn how to identify and eliminate unnecessary spending in your PPC campaigns and improve ROI.
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
Marketing communication plays a key role in startups defining their problem statement and their solution. In this presentation you can learn how to create your initial pitch for venture capital firms.
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
Customer Experience in eCommerce: Net Promoter ScoreValentin Radu
There is one metric that gives you a lot of hints about how was your customers' experience with your store and that is NPS.
Learn more about Customer Experience and how to apply the NPS in any eCommerce store by signing up our Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
Investment banking fees for mergers and acquisitionsNate Nead
An introductory outline to all the fees and costs of hiring an intermediary investment banker for mergers, acquisitions and other capital advisory transactions.
Take the "OMG" out of PPC for B2B: Five Strategies for B-to-B Paid SearchTrada
Marketing is different when your customer is another business. In this brief, we'll show you how to use paid search as the basis for a highly sophisticated marketing strategy. With these tips, you will be able to find out where your quality leads are coming from, target stages of the buying cycle, and use your leads from PPC to drive a thoughtful nurturing program.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
Digital Marketing: The Game Changer for Businesses in a Post COVID-19 EconomyBoulder SEO Marketing
Webinar slides of "Digital Marketing: The Game Changer for Businesses in a Post COVID-19 Economy". Learn more at https://boulderseomarketing.com/seo-and-social-media-classes/digital-marketing-course/
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
Marketing communication plays a key role in startups defining their problem statement and their solution. In this presentation you can learn how to create your initial pitch for venture capital firms.
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
Customer Experience in eCommerce: Net Promoter ScoreValentin Radu
There is one metric that gives you a lot of hints about how was your customers' experience with your store and that is NPS.
Learn more about Customer Experience and how to apply the NPS in any eCommerce store by signing up our Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
Investment banking fees for mergers and acquisitionsNate Nead
An introductory outline to all the fees and costs of hiring an intermediary investment banker for mergers, acquisitions and other capital advisory transactions.
Take the "OMG" out of PPC for B2B: Five Strategies for B-to-B Paid SearchTrada
Marketing is different when your customer is another business. In this brief, we'll show you how to use paid search as the basis for a highly sophisticated marketing strategy. With these tips, you will be able to find out where your quality leads are coming from, target stages of the buying cycle, and use your leads from PPC to drive a thoughtful nurturing program.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
Digital Marketing: The Game Changer for Businesses in a Post COVID-19 EconomyBoulder SEO Marketing
Webinar slides of "Digital Marketing: The Game Changer for Businesses in a Post COVID-19 Economy". Learn more at https://boulderseomarketing.com/seo-and-social-media-classes/digital-marketing-course/
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Are you looking to expand your advertising efforts, and aren’t sure where to turn? Native, in combination with your PPC efforts, may be the way to boost your funnel and supercharge your ROI. Native advertising is an excellent indicator of brand awareness because it cuts through the noise and plays a strong role of planting the seed with your audience. A wonderful segway into PPC efforts that push users down your funnel to conversion.
In this presentation, Taboola’s Mike Gifis and Hanapin’s Andrew Harder will show you how you can marry your native and search efforts, and help you understand how you can use campaigns tailored toward upper funnel goals and drive bottom funnel goals.
You’ll learn:
- How native can help grow your remarketing lists, prospecting, increase ROAS, etc
- How to navigate goal setting in different verticals
- What creative performs well for native advertising
Etail asia 2014 customer journey mkkoventures.comAlex Bono
e-commerce
Assessing Online Marketing Channels And How They Can Be Best Used
How can you grow revenue
▪What types of channels are best for which kinds of context
▪What percentage and rate of conversion can you expect from individual channels
Customer journey
Conversion rate optimization
Powerpoint presentation by Business Link giving marketing top tips for your business.
Also presented at the Forest of Dean breakfast meeting on 21.05.10, entitled '40 Top marketing tips'.
The importance of diversified selling for today's ecommerce seller. We talk to SEO and branding experts who share their tips for long-term success with a multi-channel marketing strategy.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
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User acquisition. It's what it all boils down to, isn't it?
If you're not consistently feeding your sales funnel and seeing consistent -- and sustainable -- growth then it's time to think seriously about your user acquisition strategy.
In this presentation from Peter Mansfield from CMO. LA (www.cmo.la) and Early Growth Financial Services (www.earlygrowthfinancialservices.com), you'll get the tools and knowledge you need to optimize your user acquisition (on a tiny or non-existent budget!!).
Takeaways include:
- using content to drive traffic
- email marketing best practices
- PR: yes or no?
- calculating customer acquisition costs (CAC)
- matching up CAC with the lifetime value of a client (LTV)
- key metrics relevant to user acquisition
- and more!
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Conversion Rate Optimization Workshop by Ali Raza Ali Raza
A brief Conversion Rate Optimization Workshop by Ali Raza with various factors being discussed which includes
Introduction to Conversion Rate Optimization
Why CRO is Important for your website and Business?
Understanding Visitors Psychology
How to create a compelling and clear value proposition? [Working on your Unique Competitive Edge]
How User Experience Can Differentiate ‘CRO’ for Your Business?
How Event Based Promotions Increase the ‘CRO’ for Your Business?
How Much Important ‘Urgency’ Factor in Your Creatives?
How Important is Emotional Resonance?
Communicate Value - Why Pay?
Testimonials - Case Studies - Proof’s how they can help your business.
Remove distraction - Consumer is Lazy!
What is A/B testing?
How to do A/B testing to determine what is working best for your business?
Landing Page A/B Testing Samples
Several Case Studies Discussed.
Different tools which can help you with Conversion Optimization, A/B Testing and how you can record
User Behavior on your website.
You can visit my blog at http://aliraza.co
Regards
IS20G12 - Building a Marketing Budget to Dominate the Competition - Dave Span...
The Essentials for Crafting High Quality Ad Copy
1. The Essentials for Crafting High Quality Ad Copy
Ben Khoshabeh
16/11/2010
2. o Proven, tried and tested essentials for ad copy that converts
o The impact of Searcher modes/buying funnel on PPC ad copy quality
o Combining insights from searcher modes and buy cycles to create
hyper targeted ads
o The Importance of Testing
o The Most Common Traps
What we’ll be covering today
3. What are you looking for when “driving traffic” to your
website through paid search marketing?
As much traffic volume as possible for as little expense as possible
High CTR and Low CPC
The traffic to be as targeted as possible
Very low bounce rate on your landing page
Pre Sell your visitors on what they are about to see on your website. Keywords qualify your visitors by signalling intent
but so does ad copy.
Each unique visitor is led to conduct a specific action (purchase a product, complete a for lead generation, opt in
for a mailing list etc)
The content of your PPC ads can greatly affect all of these for better or worse!
4. Use The Keywords
(keywords get %50 more clicks on average)
Make sure your ad groups are “tight”
Ad copy quality is a second order effect in your PPC Success
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Handbags
We offer 50 handbags brands.
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Includes keyword phrase in headline and body
Broad ad that does include the entire keyword phrase.
Keyword: “Women’s designer handbags”
5. Mention your prices and/or promotions
50” Samsung 3DTV
Buy The New Samsung 50” 3DTV for Only
$1999. Free Delivery. Order Online!
www.Samsung.com/3DTV
Samsung 3DTV
Great Deals On Samsung 3DTVs. Browse
Our Online Offers.
www.Samsung.com/3DTV
6. Pre qualify your visitors & filter clicks
Are you targeting B2B or B2C?
Are you targeting a particular market segment/demographic?
Do you only sell one type of product?
Jobs For Teenagers
No Experience Required. Jobs Ideal For
Teenagers. Apply Online At CareerOne!
www.CareerOne.com.au
Ideal Weight Loss Plan
You Can Still Enjoy Beer with your Mates.
Learn More & Join Today.
www.jen4men.com.au
Weight loss for men
Jobs for teenagers
Citibank Gold Card
1.9% Pa on balances for 12 months. Min Salary
$35K. Response in 1 min.
www.Citibank.com.au
7. Use a strong call to action
You want your users to do something right? Well point it out!
Ideal Weight Loss Plan
Half Price Membership Offer For a Short
Time Only. Join Jenny Craig Today!
www.JennyCraig.com.au
Weight Loss
Jenny Craig Helps You Lose Weight.
Great for Both Men and Women.
www.JennyCraig.com.au
8. Capitalise The First Letter Of Every Word
But not articles, preps and conjunctions
Women’s Designer Handbags
Over 50 Premium Women’s Designer
Handbags. Free Shipping. Order Today!
www.designerhandbags.com
Women’s designer handbags
Over 50 premium women’s designer
handbags. Free shipping. Order today!
www.designerhandbags.com
Upper case ad
Lower case ad
Measure which ad has a better CTR and conversion rate
9. Understand Searcher Modes & the buy cycle
Surfing mode
Review mode
Review mode/buying mode
Buying mode
“new york”
“summer holiday new york”
“compare new york hotels”
“hilton hotel new york cheapest rate”
Consider language - Understand Your Audience/Target Market and
how they are searching for you
10. Hotels in New York City
Read our Reviews, for over 200 New
York Hotels exclusively from Recent
Hotel Guests.
www.Travel.com/NewYorkCity
Hilton Hotel New York
Hilton Hotel New York. Low Rates and
No Reservation Costs. Book Today!
www.Travel.com/HitlonNYC
New York Travel
Tailor Made Flight and Hotel Packages
To New York City. Enquire Now!
www.Travel.com/NewYorkCity
Top funnel
Mid funnel
Bottom funnel
11. Is your product
cheaper?
available with free shipping?
one that last longer?
on offer with a flexible payment plan
available in a wider variety of options
Highlight benefits not features!
What else can do you to make your ads pop?
Use a unique selling proposition
Flights To Bangkok
Find A Cheaper Available Price.
Flight Centre Will Beat It!
www.FlightCentre.com.au
12. Again , comes down to how well you know your audience
Use psychological buying triggers
13. How well do you know your audience?
Who is searching?
Why are they searching?
What motivates them to buy?
Who is it for?
How are they searching (consider language)?
Keywords signal user intent, ad messaging should mirror that
14. Sense of urgency - Offer valid until Wednesday
Exclusivity - One of 500 made
Sense of belonging – people want to be accepted and
included
Instant gratification - Ships immediately
Curiosity – find out more about or special techniques
Psychological triggers contd.
15. Understand the importance of acronyms
“Employment” vs. “Careers” vs. “Jobs”
Looking For Employment?
Find New Employment Opportunities On
CareerOne. Apply Online Today!
www.CareerOne.com.au
Job Vacancies
Find Your Ideal Job. Search Through Job
Vacancies & Apply Today!
www.CareerOne.com.au
Find Career Opportunities
Find Ways to Boost Your Career. Search
on CareerOne Today!
www.CareerOne.com.au
17. Why Test? Approach to Split and Mutli-Variate Testing
Identify which ad has a better CTR?
Identify which ad has a better Conversion Rate
o Trial different offers
o Different headlines
o Different USPs/benefits
o Experiment with psychological buying triggers
o Tweak ad copy order
o URL with www and URL without www
o URL with sub domain vs. URL without sub domain
o Exclamation or no exclamation. Buy Now! Vs Buy Now.
18. Citibank Gold Card
1.9% Pa on balances for 12 months. Min
Salary $35K. Response in 1 min.
www.Citibank.com.au
Citibank Gold Card
1.9% Pa on balances for 12 months. Min
Salary $35K. Response in 60secs.
www.Citibank.com.au
The little nuances of testing
19. o Don’t base your decisions on random fluctuations
o Gather a large amount of data to compare ad performance
o Weird data may stem from insufficient PPC traffic
Need statistical significance when testing
20. o Try taking messages from other channels
o Go on Facebook or Twitter
o Look at competition overseas
o Steal from your sales team – they talk to your customers everyday
o Go for a walk and revisit your copy with ‘fresh’ eyes
Lost for Ideas?
21. o Trying To Sell Too Hard In The Ad
o Not Segmenting Your Keywords correctly
o It’s not only about the keywords & ad copy – what about your
landing page selection?
o Testing for the sake of testing – needs defined parameters
o CTR can be misleading
o Not paying attention to what your competitors are doing
o Rushing or being lazy leads to generic and bad copy
o Following Rules Blindly
The Most Common Traps
Do you provide free shipping?
Do you have %50 off your stock
Are you giving away a free report?
Placing your price, number of items available (if possible) and promotions can greatly increase conversion rate. It’s easier to for searchers to see the immediate benefit of what you have to offer. They are more likely to click on an ad with information that on a generic one.
Again, specificity and setting customer expectations in only 70 characters. It’s very easy to forget mentioning such things and get caught up in being too broad and untargeted. Be as specific as possible wherever possible. PPC is about demand harvesting – and you need to be able to cut through all the noise to pop out to your customers!
Mention your price and or promotions. Why?
Creates a sense of urgency – which drives sales!
Makes users feel like they have something to gain and a lot to lose out on
Mentions your Unique selling points – what do you have to offer your customers that’s different from your competitors
Related to CTRs and ROI, sometimes advertisers can get conflicting data. For example, sometimes ads will show a high CTR and low conversion rate, or a low CTR and a high conversion rate (you generally want high CTRs and high conversion rates). Generally speaking, inconclusive data means ad tests haven't been running long enough, and I'll continue to run tests until results become conclusive. In many instances, "weird" data stems from insufficient PPC traffic.
But click-through isn’t conversion, and your highest-costing copy may or may not be your highest-selling copy. Understand when you want to maximize CTR and when you want maximize conversion, and set up your test accordingly