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How to Build Kickass Ads That Convert Like Crazy

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Pubcon Las Vegas 2016 Presentation

Veröffentlicht in: Marketing

How to Build Kickass Ads That Convert Like Crazy

  1. 1. #pubcon how to build kicka$$ ppc ads that convert like crazy by: erin sagin pubcon las vegas, 10/11/16
  2. 2. #pubcon meet erin • 5+ years in paid search industry • 7th time presenting at pubcon • follow me at @erinsagin • currently unemployed
  3. 3. #pubcon meet erin • 5+ years in paid search industry • 7th time presenting at pubcon • follow me at @erinsagin • currently funemployed
  4. 4. #pubcon@erinsagin #pubcon wordstream, boston, ma pubcon pit stop, las vegas, nv google, mountain view, ca
  5. 5. #pubcon@erinsagin #pubcon work at an agency?
  6. 6. #pubcon@erinsagin #pubcon in house?
  7. 7. #pubcon@erinsagin #pubcon key stake holders obsessed with conversions?
  8. 8. #pubcon@erinsagin #pubcon
  9. 9. #pubcon@erinsagin #pubcon dumb product
  10. 10. #pubcon@erinsagin #pubcon crappy site
  11. 11. #pubcon@erinsagin #pubcon reality: we have very little control over site conversions
  12. 12. #pubcon ad copy = your best weapon @erinsagin #pubcon
  13. 13. #pubcon@erinsagin #pubcon erin’s top 5 tips to build ads that convert
  14. 14. #pubcon@erinsagin #pubcon disclaimer: all of the data featured in this presentation is that of wordstream, unless otherwise noted!
  15. 15. #pubcon@erinsagin #pubcon erin’s ad tip #1 prequalify your searchers
  16. 16. #pubcon@erinsagin #pubcon don’t rely on the spray and pray approach
  17. 17. #pubcon cvr= (captured leads/website visitors) x 100% @erinsagin #pubcon website visitors view landing page captured lead there is huge leverage in changing the “website visitors” part of the equation by sending more qualified traffic
  18. 18. #pubcon shopping ads @erinsagin #pubcon
  19. 19. #pubcon use image extensions in bing ads @erinsagin #pubcon
  20. 20. #pubcon include pricing in your ads @erinsagin #pubcon
  21. 21. #pubcon price extensions @erinsagin #pubcon new!
  22. 22. #pubcon@erinsagin #pubcon erin’s ad tip #2 target the right audience
  23. 23. #pubcon@erinsagin #pubcon
  24. 24. #pubcon@erinsagin #pubcon high-volume traffic query
  25. 25. #pubcon@erinsagin #pubcon yep, men ?
  26. 26. #pubcon@erinsagin #pubcon adjust bids by age/gender with targeting new!
  27. 27. #pubcon@erinsagin #pubcon
  28. 28. #pubcon@erinsagin #pubcon before you take the plunge, know your audience
  29. 29. #pubcon@erinsagin #pubcon
  30. 30. #pubcon@erinsagin #pubcon erin’s ad tip #3 personalize your copy
  31. 31. #pubcon@erinsagin #pubcon humans are inherently selfish
  32. 32. #pubcon@erinsagin #pubcon the more customized your ads are to your users’ search contexts, the better
  33. 33. #pubcon@erinsagin #pubcon 4 in 5 consumers want search ads customized to their city, zip code or immediate surroundings. -google
  34. 34. #pubcon@erinsagin #pubcon example: popyachts.com
  35. 35. #pubcon@erinsagin #pubcon use geo-customizers to dynamically input nearby locations 13%+
  36. 36. #pubcon@erinsagin #pubcon device makes a big difference, too!
  37. 37. #pubcon@erinsagin #pubcon we used to use device specific- language in our ad copy
  38. 38. #pubcon@erinsagin #pubcon you cannot create device- specific etas!
  39. 39. #pubcon@erinsagin #pubcon leverage mobile ad extensions!
  40. 40. #pubcon@erinsagin #pubcon using demographic targeting? new!
  41. 41. #pubcon@erinsagin #pubcon stop showing everyone the exact same ads
  42. 42. #pubcon@erinsagin #pubcon cater your copy to your audience
  43. 43. #pubcon@erinsagin #pubcon erin’s ad tip #4 write copy that evokes emotions
  44. 44. #pubcon@erinsagin #pubcon we form gut reactions in 3 seconds or less
  45. 45. #pubcon@erinsagin #pubcon don’t under- estimate the influence of emotion in advertising source: https://blog.bufferapp.com/science-of-emotion-in-marketing
  46. 46. #pubcon@erinsagin #pubcon emotions incite action
  47. 47. #pubcon@erinsagin #pubcon perry marshall’s 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
  48. 48. #pubcon@erinsagin #pubcon • you = divorce attorney • your customer = scorned wife • her worst enemy = her cheating husband • something she hates = his mistress • something she loves = revenge
  49. 49. #pubcon@erinsagin #pubcon which ad makes you want to get in touch?
  50. 50. #pubcon@erinsagin #pubcon yeah, it’s hard to do that with a tight character count…
  51. 51. #pubcon@erinsagin #pubcon expanded text ads (etas) are a godsend 30-character limit (+5!) new! 30-character headline 80-character description (+10!) new! 15- character url paths 47%
  52. 52. #pubcon@erinsagin #pubcon there’s no shortage of emotions to choose from
  53. 53. #pubcon@erinsagin #pubcon my personal favorite = fear of missing out
  54. 54. #pubcon@erinsagin #pubcon 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
  55. 55. #pubcon@erinsagin #pubcon use countdowns to create urgency
  56. 56. #pubcon@erinsagin #pubcon as sale ends/ supply diminishes, cvrs increase up to 3x!
  57. 57. #pubcon@erinsagin #pubcon use ad customizers to automate the process
  58. 58. #pubcon@erinsagin #pubcon erin’s ad tip #5 don’t give up on interested searchers
  59. 59. #pubcon@erinsagin #pubcon newsflash: most visitors won’t convert the first time they meet you…
  60. 60. #pubcon@erinsagin #pubcon but that doesn’t mean they’re not interested… truth: highly engaged visitors are more likely to convert later in the game
  61. 61. #pubcon@erinsagin #pubcon i had every intention of staying at a budget hotel this week
  62. 62. #pubcon@erinsagin #pubcon and then this happened…
  63. 63. #pubcon@erinsagin #pubcon
  64. 64. #pubcon@erinsagin #pubcon can you guess where i booked?
  65. 65. #pubcon@erinsagin #pubcon past site visitors = high conversion rates
  66. 66. #pubcon@erinsagin #pubcon remarketing + search = rlsa create unique ads and bids for past sight visitors past site visitor + active searcher!
  67. 67. #pubcon@erinsagin #pubcon works like a charm 2x+ cvr
  68. 68. #pubcon@erinsagin #pubcon don’t forget about existing customers
  69. 69. #pubcon@erinsagin #pubcon run customer match campaigns
  70. 70. #pubcon@erinsagin #pubcon
  71. 71. #pubcon@erinsagin #pubcon don’t bother repeating what your prospects/ customers already know
  72. 72. #pubcon@erinsagin #pubcon use copy to counteract common objections why are they hesitant to buy in the first place?
  73. 73. #pubcon@erinsagin #pubcon convince them to take the plunge with special offers/ discounts
  74. 74. #pubcon@erinsagin #pubcon take a hint from mcdonald’s
  75. 75. #pubcon@erinsagin #pubcon just don’t be a creep about it
  76. 76. #pubcon ad copy = your best weapon @erinsagin #pubcon
  77. 77. #pubcon thank you! questions? email me at erinsagin@gmail.com or tweet me @erinsagin

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