New Creative Adwords Ad Copy Strategies by Jon Rognerud
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http://www.jonrognerud.com - Jon Rognerud's recent presentation from the PPCSummit.com conferences where I spoke in Los Angeles and Chicago. Looks at how to connect with the customer and to conversions. Ad copy is the last thing most PPC-ers think about.
![Writing & Testing Ad Copy - Connecting With Your Customers From the Very Start PPC Summit Chicago Nov 5, 2009 Jon Rognerud Founder, ChaosMap.com [email_address]](https://image.slidesharecdn.com/newcreativeadcopystrategies-jonrognerud-091129212210-phpapp01/85/New-Creative-Adwords-Ad-Copy-Strategies-by-Jon-Rognerud-1-320.jpg)
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New Creative Adwords Ad Copy Strategies by Jon Rognerud
- 1. Writing & Testing Ad Copy - Connecting With Your Customers From the Very Start PPC Summit Chicago Nov 5, 2009 Jon Rognerud Founder, ChaosMap.com [email_address]
- 5. THINK... "On the average, 5 times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90% of your money.” -- David Ogilvy - World famous advertising executive, best-selling author. “ Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -- John Wanamaker
- 20. Be Different. Content Network – Interruption Driven The Google content network reaches 80% of unique internet users in over 100 countries and 20 languages on hundreds of thousands of sites across the web – Examples: # Arts & Humanities # Automotive # Business # Entertainment # Food & Cooking # Health & Fitness # Home & Garden # Local # Men's Interest # Music …..
- 24. The 1 Final Secret For (Adcopy) Success! “ Whatever Your Mind Can Conceive & Believe, it can Achieve” -- Napoleon Hill
- 25. Thank You! Jon Rognerud Founder, ChaosMap.com [email_address] twitter.com/jonrognerud http://seostarter.chaosmap.com
Hinweis der Redaktion
- Jon Rognerud welcomes you to New Approaches on the Creative Ad Copy Process. Be prepared to change your way of thinking.
- Note: The first section of the presentation gets into the CREATIVE/RESEARCH areas. We’ll cover the more TECHNICAL/ANALYTICAL in the final portion of the presentation. We will talk about how a creative strategy will most likely in all cases win out over a technical strategy. POLL: How many work in a creative (ad) PPC capacity versus Technical? Before you can convert your visitors, you’ve got to get them to clickthrough from your ad. Enter the art of writing ad copy. Learn how much you can say, and how powerfully you can say it, in with only a few words. We’ll talk about importance of right/left brain activity. We’ll cover the 5 steps to get your brain set up for copywriting for ads and pages. There are techniques and tips you can use to make a good copywriter of ads. We’ll dive into some specific copy and tactics. While ad copy is important, you must ensure that it meets with the user requirement of relevancy throughout. That means your landing pages also need to be aligned with the copy. And yes, it sounds like work, but we’ll help you with that too. Let’s discuss also power tools that will change not only your outlook on ad copy writing, but also increase your productivity. SO - THE #1 RULE: Think about what you want the user to do, and what action they should take.
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- We’ll talk about the most powerful ad ever written: clear, concise, emotional and with a strong call to action. Shakelton’s London newspaper ad. Also – we’ll talk about things that don’t work in ad copy writing, and what things to do that really can turn your campaigns around. What is Copywriting? It’s salesmanship in written form (or video, etc). The best ads in the world are stories! The copywriting secret is around storytelling, and forming a relationship with your audience. This presentation will help guide you, but can and should be expanded upon. This techniques can work very well for you. We’ll talk about how to write ads for search network versus content network. Search network is where you want to start, as it has higher user intent and mission. Effective ad copy will make sure that you receive: 1. Higher CTR and lowered CPC 2. Improved Quality Score (CTR improves QS as one essential piece of several factors) 3. Proper written ads can help improve conversion rate (if the complete funnel is set up correctly)
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- Think about where they are in the buying cycle: Awareness, Research, Compare, Buy. We’ll talk a lot of about « pre-click » and « post-click » thinking and strategies. AIDA = Attention, Interest, Desire & Action. AIDA is the age-old proven + tested formula. We’ll expand on this in the next 5 key success areas. Create copy that removes tire-kickers. For example, if you have a price that is « high » - tell them in the ad. It will prevent people clicking, and you will not be charged. Asking questions is a useful strategy, position your message in trying to help solve a problem they can relate to. Keywords is the most important for your research, and what will help to build out your creative flow, and helps you to think about what keywords might be included in your copy (but not necessarily always!) Using keywords that people search for – type them into your favorite search engine (Google) – and look at the ads that show up. Refresh a few times, and see if your competition is ‘testing’ ads too. Use the SEOBook tool for firefox to see what keywords are referenced and URLs ads are being sent to. Tools like Google Keyword Tool, WordTracker, SEMRush, Compete, Alexa can help. Connecting with customers, vendors and if you have a large budget comSCORE can really help you leverage the market you’re in. Start jotting down ideas, do some screen prints, paste into Word, etc. Look at their landing pages, and see how they use keywords in copy. (do not stuff keywords!) Google Trends is a must-have tool, and search out trends in the marketplace (even ‘stipulated’ future) Copyblogger has a good post on Magnetic Headlines and writing headlines for social media
- Adopt personalities, try to think like them. Can you summarize the ‘persona’ you are trying to target? You should (demographics, technographics, psychographics). Also, are you selling to a “buyer” or an “influencer”? The daughter may be the person buying for her (senior) mother, if looking for a senior living facility, for example. In movies – it’s the 3-act configuration: Setup, Plot, Punchline. Think about how that would relate to the person you are “talking” to. *** Ways to capitalize on this using PPC Utilize multiple keyword match types (ex:. (broad), phrase, exact) Utilize long tailed keywords to capture searchers further down the conversion cycle Utilize negative keywords to weed out window shoppers and unwanted clicks Explore options of focusing search campaigns within ‘x’ mile radius surrounding physical store locations or city presence Geo target via keyword selection as well as city / state Drive traffic to individual local landing pages - domains
- The solution exists, and is part of the advert. Using keyword to re-inforce can be useful, and we all know that Google ‘BOLDS’ keywords – to draw they eye to it. The benefits should be listed before features, and this would be your 2 nd line in your ad copy (most often). We’ll talk about testing later. Adding things like “See why 500 clients felt…”, “Download now…”, “This case-study shows…”
- Trying to create action has to be one of your most paramount activities. In key 4, we try to stimulate by offering real value, as shown above. It’s a way to “sell” more.
- Is it really this simple? If your ad is as strong as the Shakelton ad, and you followed the 5 steps, you’re on your way. Adding keywords in the URL and /path can make a big difference. If you have no brand, you may want to test with this.
- New Insert – John Caples Secret List will get your mind going…
- What can you do to “change” our outlook and thinking for creativeness? Here are some simple ones. POLL: What do you do? When is your creative self at a high-point during the day? Are you “lucky” enough to have a creative department at your firm? Go listen to other team members talking – sales, marketing groups. Join team meetings and just listen in, even if you are not part of the core group. Ask to join a few times. Go onsite, and work with your client all day – but don’t just hang out in the IT department. And… remember – know how to deal with CRAP (Criticisms, Rejection, Assholes and Pressure)
- I’ll explain this color grid which is something I came upon recently. The specific stages of awareness which Navy SEALS and in some cases common people act under. These four colors are: white, yellow, red, and black. The white phase of awareness can almost be compared to the awareness of a “zombie.” A person in this phase of awareness will not take notice of anything around them. They will simply go about their business in a daze. They will not be unaware of the actions of others around them, or events going on in their general area. In the yellow phase of awareness a person is semi-alert. People who are under this color of awareness can tell you where they are and take slight notice of the things going on around them. However, they don’t look deep into their environment. With the red phase of awareness a person is very alert. They know what is going on around them and they take note of the positions of other people. They generally see many things all at once and take in the positioning and standing of every person, both foe and friend around them. They are also very aware of changes in mood and also are alert to any other changes in their environment. The black phase of awareness is also known as the “kill” phase. In this phase a person acts on those things which they have seen and noticed in the red phase and they will take immediate action. SUMMARY: I recommend strongly you move from White (most of us, every day) to Yellow (and stay there). You can get a lot of ideas for stories and ad copy.
- Testing headlines is an important exercise. Make sure to A/B Test ads. You can and must start with two. I often will “pre-create” 4 or 8, and have them sitting ready to be turn on/off. Beating the control ad is your goal. Local search gives you another opportunity for differentiation. Try Google Checkout if that makes sense for your business. Organizing campaigns and ad groups as “themes” (topic, sub-topic) similar to SEO siloing is very useful – not only for organization, but building out tightly themed “buckets” – that can feed and build out your “micro-site”. Instead of hundreds of keywords, try 10-20, and use phrase and exact matching types (mostly). Aim to bid high, and prove to Google that you mean business. Since CTR is so important for Quality Score, you can get there with strong ads and bid positions. 1-3 positions is considered the “golden” spot, but your strategies may vary. DKI is best used in testing, and was the “secret” for a while – don’t hang our hat on it. It is meant to save time, but not preferred. How long should you keep an AD running? Relative, but try either 100 clicks or 1,000 impressions. Depends on marketplace and budgets also.
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- I’ll spend a few minutes talking about these, and what they can do for you. You must make sure you have at least a few of these, and that you understand not only how to use them, but what they can tell you. In fact, this is an entire session by itself!
- Books you should read and re-read.
- In the Words of Napoleon Hill (“Think and Grow Rich”), this is a real truth. You CAN become a great copywriter of ads and pages, even if you are technical. Believe you can, and take action to make it happen – every day. Are you a NAVY Seal or a Couch Potato? What makes you more comfortable?
- Thank you.