10 Unique Ways To Improve Ad Copy

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With all the optimization work that goes into PPC, it’s easy to lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks. In this webinar presentation, experts from Hanapin Marketing and Brainlabs Digital go through 10 unique ways to breathe new life back into your PPC ads and discuss why testing that ad copy is such an important tactic in your strategy.

Marketing

#thinkppc
&HOSTED BY:
10 Unique Ways
To Improve
Ad Copy

#thinkppc
Presenters
• Liam Milner
– Group Account Director at Brainlabs Digital
– @Brainlabs
• Lauren Rosner
– Senior Production Specialist at Hanapin Marketing
– Blogger on PPC Hero
– @ppchero

#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
questions.

#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

#thinkppc
Agenda
❏ Why writing ads is fun
❏ Importance of testing
❏ Unique ways to write ads
❏ Account structure
❏ Importance of testing, again
❏ Live Q&A Time

#thinkppc
Ad Copy Writer Extraordinaire?

#thinkppc
Have Educated, Researched Fun
Analyze
Test
Idea
Implement

#thinkppc
Using Taglines
These are all examples of companies with established slogans using their ad space more
effectively to talk about selling points.
Would any of these ads be
better if the company’s slogan
was swapped in for part of the
existing ad copy?

#thinkppc
Prices In Headlines
When people are
looking to buy, appeal
to that key factor: price.
Not applicable in every
market - comfort, ease
of use, speed etc. can
be important factors.
Stand out obviously
from the competition.

#thinkppc
Display URLs
Trademarked terms: Toyota, Camry

#thinkppc
Mobile
Mobile should be no barrier to conversion - don’t be shy about a mobile-
friendly site!

#thinkppc
Automated ad writing
Keyword Build
Ad Copy Build
Using formulas in
Excel, you can easily
turn a new campaign
build into targeted,
relevant ad copy.

#thinkppc
Extended Headlines
Search: Hotels in London

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Ad extensions
Google ads are still ads - the bigger the better!

#thinkppc
Ad Extension Examples
● Sitelinks
● Callout extensions
● Star ratings
● Structured snippets
● Review extensions
● Consumer ratings
● Location extensions
● Call extensions

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Account Structure
Single keyword ad groups give you the control you need to ensure
maximum ad relevancy and clean testing data

#thinkppc
Account Structure
SKAG
+22% CTR
Cut CPA in
Half

#thinkppc
Testing
● DKI Headlines vs Non-DKI Headlines
● Mobile-specific ad text vs all device ad text
● Feature/benefit vs tagline
● Questions vs statements
● Shop now vs buy now
● Total sale price vs % off
● Call now vs contact us
● CTA vs no CTA
● Jargon vs layman’s terms

#thinkppc
Did you know?
Hanapin offers full-time PPC
management services in
everything from search and
display to social and mobile!
http://www.hanapinmarketing.com/ppc-management/

#thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Brainlabs Digital Feedback: hello@brainlabsdigital.com

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For the past few years, Bing has been making quite the impact on the competitive landscape for search engine marketing, comprising 29% of the search marketplace. 2014 alone saw many newly added features, like the accounts summary feature and Universal Event Tracking, that has increased the usability and value for digital marketers. In the webinar recording, Bing Ads Evangelist John Gagnon and Senior Account Manager and #PPCChat founder Matt Umbro, join forces and give you 5 reasons why you need to be using Bing Ads in 2015. Along with tools and tips to boost your performance in Bing, they discuss the features you didn’t know Bing had (and give a glimpse at what the future might hold for advertisers!). You’ll get expert-level PPC tips like: *How to use universal tracking to boost your performance in Bing *Bing specific optimizations and new tools *Utilizing the Bing Ads Competitive Intelligence Tool

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Is your social PPC ready for 2015? In the past year, we’ve seen a lot of changes in features, reporting, and advertising options for Facebook, Twitter, and LinkedIn. In this webinar, social advertising experts talk through some new options available, like the latest reporting system and video ads in Facebook and remarketing on different platforms, as well as taking a deeper dive into insights and the policies that will affect your advertising plans. In the recording, experts from Clix Marketing and Hanapin Marketing discuss 10 tips to set yourself up for success and formulate a solid 2015 social strategy. You’ll get expert-level PPC tips like: *Managing the ever-changing image sizes and policies across social networks *Utilizing Video Ads in Facebook *How to prepare for social as a whole in 2015

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Whether this is your first time participating in the process of hiring an agency or your 5th time, it’s good to get a fresh perspective on what you should be looking for, including the types of questions to ask and the warning signs to look out for. To help you in the process, Hanapin’s President, Jeff Allen, and Director of Services, Carrie Albright, go through the primary elements you should consider when hiring an agency.

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Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey. Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start. In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.

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The ability to grab and hold a user's attention, especially on a mobile device gets more difficult every year. Video content in Social Media is quickly becoming the cost effective way to cut through the noise and hold people's attention. We have tested Twitter, Instagram, Facebook, YouTube and LinkedIn for audience growth, social engagement and content creation. You will learn how we streamed various types of live events to create video content for ads. After this session, you will be able to: Prioritize the various video marketing options Maximize the impact of video content with behavioral retargeting Track and optimize social video in marketing campaigns.

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It is a well-known challenge every marketer has to deal with: clients who want agencies to outperform their search activities without losing power over the message shown in the ads. Experience learns that a feed is not always the right solution or not even possible. With Ad Customizers you have a solution that will fit in any situation. In this session you will learn to combine the power of Ad Customizers with Google Sheets and how this will result in an setup where it’s possible to co-create, alter and manage these at scale, for as many ads as you want in the blink of an eye. This session will explain in what way you can co-operate with your clients on the ads and keep track of this in one shared file instead of your inbox. This means you can focus on maximizing the performance of the Search account instead of losing too much time on repetitive tasks such as ad copies. Furthermore you will walk away with valuable insights and best practices about current setups within different markets.

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The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn: - Why post-click optimization is a need and how it leads to personalization - Common mistakes in today's post-click programs - Advice for providing relevant post-click experiences for ad programs

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Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.

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First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign. In this session you will learn: - Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries - Reporting tips – how to get detailed insights into your ad extensions and what to draw from them - A script for automatically adding product-specific sitelinks to text ad campaigns

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Everybody talks about AI at the moment. However, many companies and agencies are not even using automated bidding strategies to make use of this easily accessible form of "artificial intelligence". To investigate this situation, I will share my experience with implementing bidding strategies for lead generation and e-commerce accounts, show how to avoid the most common pitfalls and how to manage expectations. The following questions will be tackled in this session: - Should account managers be worried about handing over control to automated bidding strategies - Which framework is required to use automated bidding strategies successfully? - Is there a substantial increase in performance that would make it imperative to use them?

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It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

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10 Unique Ways To Improve Ad Copy

1. #thinkppc &HOSTED BY: 10 Unique Ways To Improve Ad Copy

2. #thinkppc Presenters • Liam Milner – Group Account Director at Brainlabs Digital – @Brainlabs • Lauren Rosner – Senior Production Specialist at Hanapin Marketing – Blogger on PPC Hero – @ppchero

3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.

4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years

5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I’m part of an in-house PPC team. b) I do all the marketing myself. c) I work for an agency. d) I’m a consultant.

6. #thinkppc Agenda ❏ Why writing ads is fun ❏ Importance of testing ❏ Unique ways to write ads ❏ Account structure ❏ Importance of testing, again ❏ Live Q&A Time

7. #thinkppc Ad Copy Writer Extraordinaire?

8. #thinkppc Ad Copy Writer Extraordinaire?

9. #thinkppc Have Educated, Researched Fun Analyze Test Idea Implement

10. #thinkppc Follow the evidence

11. #thinkppc Testing

12. #thinkppc Using Taglines These are all examples of companies with established slogans using their ad space more effectively to talk about selling points. Would any of these ads be better if the company’s slogan was swapped in for part of the existing ad copy?

13. #thinkppc Prices In Headlines When people are looking to buy, appeal to that key factor: price. Not applicable in every market - comfort, ease of use, speed etc. can be important factors. Stand out obviously from the competition.

14. #thinkppc Persona Ads

15. #thinkppc Persona Ads VS

16. #thinkppc Display URLs Trademarked terms: Toyota, Camry

17. #thinkppc Mobile Mobile should be no barrier to conversion - don’t be shy about a mobile- friendly site!

18. #thinkppc Emotional Appeal

19. #thinkppc Automated ad writing Keyword Build Ad Copy Build Using formulas in Excel, you can easily turn a new campaign build into targeted, relevant ad copy.

20. #thinkppc Automated ad writing

21. #thinkppc Extended Headlines Search: Hotels in London

22. #thinkppc Removal of sidebar ads

23. #thinkppc Ad extensions Google ads are still ads - the bigger the better!

24. #thinkppc Ad Extension Examples ● Sitelinks ● Callout extensions ● Star ratings ● Structured snippets ● Review extensions ● Consumer ratings ● Location extensions ● Call extensions

25. #thinkppc Account Structure Single keyword ad groups give you the control you need to ensure maximum ad relevancy and clean testing data

26. #thinkppc Account Structure SKAG +22% CTR Cut CPA in Half

27. #thinkppc Testing ● DKI Headlines vs Non-DKI Headlines ● Mobile-specific ad text vs all device ad text ● Feature/benefit vs tagline ● Questions vs statements ● Shop now vs buy now ● Total sale price vs % off ● Call now vs contact us ● CTA vs no CTA ● Jargon vs layman’s terms

28. #thinkppc Did you know? Hanapin offers full-time PPC management services in everything from search and display to social and mobile! http://www.hanapinmarketing.com/ppc-management/

29. #thinkppc Live Q&A Time!

30. #thinkppc Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com Brainlabs Digital Feedback: hello@brainlabsdigital.com

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