Pubcon SFIMA Presentation

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@erinsagin #pubcon
5 Tricks to Create
Unforgettable PPC Ads
Erin Sagin, PubCon SFIMA 2016

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@erinsagin #pubcon
Meet Erin
• PPC Evangelist &
Community Manager at
WordStream
• Has Worked In Paid
Search for 4+ years
• “From” Boston, MA
• Tweet me! @erinsagin

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Digital Marketers Are Under Attack

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I Can’t Say I Blame Them
They all suck!!

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Ads don’t have
to be boring.

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Confession: I Barely Understand Football
Packer
s Hat
Cowboys
Jersey

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#2 Most Popular YouTube
Video of 2015 @ 83 Million
Views
(AND IT’S AN AD)

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People Pour Tons of Resources into Producing
the BEST Super Bowl Ads

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Bet You’re Not Putting THAT Much Effort Into
Your PPC Ads…

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Text ad creation is pretty
straightforward.
Uh,

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Anomalies DO Exist

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Stop Settling for Average!!!
Percentile
Vs.
Expected
CTR
Caliber
Bottom 50%
Below
Expected CTR Slackers
Top 15% 2X Higher B Students
Top 5% 3X Higher Go-Getters
Top 1% 6x Higher Valedictorians

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Feel Like You’ve Already Tried Everything?

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Swapping Punctuation
LAME!!

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Using Your Thesaurus As A Crutch
ALSO LAME!!

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Using Dynamic Keyword Insertion
Seems pretty
effective at
first…

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Using Dynamic Keyword Insertion
But it doesn’t
produce rare,
extraordinary
ads.

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Appending Ad Extensions

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Reality: Small Changes = Small Impact

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Big Changes Yield Big Results

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Can You Really Make Big Changes With
Just 95 Characters?

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“For sale: Baby
shoes. Never
worn.”
-E. Hemingway
33

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@erinsagin #pubcon
Erin’s Top 5 Tricks to
Write Unforgettable Ad
Copy

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@erinsagin #pubcon
Unforgettable Ad Trick #1:
Hook ‘Em Early

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Who Has A Longer Attention Span?
A Goldfish My Boss, Larry Kim
9
seconds
8
seconds

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Identify Headlines Working Well on Other
Channels

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Steal Ideas From Content Marketers

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Hack: Use Buzzsumo To See What
People Are Sharing

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Do A Combo

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@erinsagin #pubcon
Unforgettable Ad Trick #2:
Tap Into Your Audiences’ Emotions

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Emotions Incite Action

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People Feel First, Think Second
I’m more
emotional than
you may think!
Campaign
Effectiveness

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Hack: Swiss Army Knife Tactic
Your
Customer
You
A Thing Your
Customer
Loves
A Thing Your
Customer
Hates
Your
Customer’s
Best Friend
Your
Customer’s
Worst Enemy

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Putting It Into Practice
• You = Divorce Attorney
• Your Customer =
Scorned Wife
• Her Worst Enemy =
Her Cheating Husband
• Something She Hates =
His Mistress
• Something She Loves =
Revenge

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Who Would You Pick?
+30%
CTR!!!

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Top Ten Emotional Drivers
1. Amusement
2. Interest
3. Surprise
4. Happiness
5. Delight
6. Pleasure
7. Joy
8. Hope
9. Affection
10.Excitement

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When In Doubt, Turn to Humor

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@erinsagin #pubcon
Unforgettable Ad Trick #3:
Get Your Mind In the Gutter

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This Occurred To Us By Accident
Yielded 60% More
Clicks Than Average
Ad!!!

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It’s Nothing New

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Even Your Grandparents Fell For It!

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A Cheeky Hint Is All It Takes
CTR was 47%
higher!!

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Even Text Ads Can Be Provocative
Size Does
Matter.
Start Losing
Weight Today.
Hey Big Boy!

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Alert: Exercise Caution

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@erinsagin #pubcon
Unforgettable Ad Trick #4:
Get Personal

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Identity Based Targeting Is A Game Changer

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But Searchers Are Anonymous…

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A/S/L?

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Bing: Demographic Targeting

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4 in 5 consumers want
search ads customized to
their city, zip code, or
immediate surroundings.

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Example: POP Yachts

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Hack: Geo Ad Customizers Make Your
Life Way Easier!
30%+ CTR
13%+ Conversion
Rate

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Target People Who
Know You Already!

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Remarketing Lists for Search Ads

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Remarketing + Search = Doubly Powerful
2X Higher CTR!
50% Lower CPC!
2X Higher Conversion Rates!

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Customer Match Targeting

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Get The Most Out of These Campaigns
With Targeted Ads

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But Don’t Be A Creep About It

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Sway Prospects To Convert
• Offer discounts
• 10% Off Your First Purchase
• Free Shipping for New
Customers
• Use copy to counteract
common objections
• Free Returns Within 30 Days
• Top Notch Customer Service
Team

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Upsell/Resell Existing Customers
• Offer discounts
• Highlight complementary packages
• Our Phones Look Even Better In
Custom Cases!
• Need Help With Our Software?
Our Consultants Can Help!
• Remind them how much they love
the product they already own
• Love Toyotas? Test Drive Our
2016 Prius!

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@erinsagin #pubcon
Unforgettable Ad Trick #5:
Leverage FOMO

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Fear of Missing Out (FOMO) > Logical
Thinking
Confession: I hate
this dress.
Why did I buy it??
•Original price:
$1,750
•My find: $109
•Discount: 94% off!
•Number left in the
store: ONE

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How Could I Resist?!

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Use Countdowns to Create Urgency
As sale ends (or product supply
diminishes), CTRs and CVRs
increase up to 3X!!

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Hack: Use Ad Customizers to Automate the
Process

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Pull A J. Crew
Pro-tip: Rotate
ad customizers
to create
perpetual sales
or demonstrate
a dwindling
product supply!

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Bottom Line:
Your Ads Don’t Have
To Suck!

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Thank You!