This document provides tips for making online advertising stand out from competitors. It recommends to really understand the audience through super segmentation, pay attention to detail, and mirror the visitor's end goal. It also advises to use a magic formula by following a process, taking responsibility rather than relying on automation, and working smartly. Specific tips include news jacking, appealing to ego, using humor, and targeting individuals. The overall message is to do advertising properly through audience understanding and use creativity.

1. How To Make Your Online
Advertising Stand Out
and differentiate you from your competition
Jayne Reddyhoff
Zanzi Digital

2. Do it properly
How to make your Advertising stand out
Use the magic
formula
Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!

3. Do it properly
• Really understand your audience
• Super segmentation
• Pay attention to detail

4. Do it properly: understand your audience
Buying
Intent
Perfect Ad
Copy
Perfect
Landing Page

5. Do it properly: understand your audience
Mirror the visitor’s end goal
WeBuyCars.com tells the
visitor they’ll buy the car -
which mirrors the prospect’s
end goal.
The goal of the searcher is to
have someone buy their
car. How they go about
selling it isn’t as important
as getting it sold.

6. Do it properly: understand your audience

7. Do it properly: understand your audience

8. Do it properly: super segmentation

9. • More than 35 changes to AdWords so far in 2015
• Competitor actions
• Market changes
• More data, better analysis
• External Factors e.g. the weather!
• Seasonal/special event variations
Do it properly: pay attention to the details

10. Use the magic formula
• Follow a process
• Take responsibility; don’t rely on Google
• Work smart!

11. Use the magic formula: follow a process

12. Use the magic formula: don’t rely on Google
• Hot pink wedges
• Add recommended keywords to your ad groups

13. Use the magic formula: don’t rely on Google
In Shoes, ROAS was 4.9 against the target of 4.0.
So all is apparently good, right? Wrong!
The sub-category of pumps had ROAS of only 1.2.
For more than 200 pumps, 95% of all impressions went
to one SKU - a pair of hot pink wedge pumps that were
attention grabbing and expensive
That single SKU had an ROAS of 0.23.

14. Use the magic formula: work smart
• Follow the 80:20 rule - pareto principle
• Make high impact changes first
• Work on high traffic campaigns first
• Know when to stop!

15. Use the magic formula: results

16. Be creative: some examples
• News jacking
• Appealing to ego!
• Using humour

17. Be creative - news jacking, Pomi-T
AdWords visits after the TV program aired. We were ready and had the budget in place to meet demand.

18. Be creative - targeting an individual

19. The site where I found this
World of Warcraft PPC Ad
labelled this one of the “lamest
PPC ads ever”.
But I thought it might be quite
clever - know your audience?

20. Do it properly
How to make your Advertising stand out
Use the magic
formula
Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!

21. Questions?
Jayne Reddyhoff
Zanzi Digital