[WEBINAR] PPC Ad Doctors Webinar

The PPC
Ad
Doctors
Are In!

#PPCaddoctors
trada.com

#PPCaddoctors
trada.com

Rob Lenderman,
Co-Founder, BoostCTR
@boostctr

Anna Sawyer,
Marketing Manager
@annafsawyer
trada.com

Why do we need
great ads?

Rob Lenderman: @BoostCTR trada.com
Anna Sawyer: @annafsawyer

There are a
lot of ads on
a search
results page.

You need to
ﬁgure out
how to get a
user to click
on yours.


Structure success: ad groups


Starting with
small, thematically
relevant ad groups
is the best way to
get a good Quality
Score and place a
highly targeted ad
in front of a user.


Ad groups are groups of
keywords that share a
common set of ads.
Looking for Stethoscopes? 2011 Best Stethoscopes
All Styles on Sale: Cardio, IM, RN Huge Selections - Compare & Save On
Safe & Secure with Free Shipping Top-Rated Stethoscopes Now!
tradamedicalsupplies.com/stethoscopes tradamedicalsupplies.com/stethoscopes

Professional Stethoscopes Stethoscope Reviews
Compare Types of Stethoscopes Huge Selections - Compare & Save On
Qualified orders over $25 ship free Top-Rated Stethoscopes Now!

ad group:
stethoscopes

compare stethoscopes
stethoscope reviews
best stethoscope
2011 stethoscope reviews


Start by organizing your
keywords into small,
relevant ad groups.

product theme

concept terminology

point in
tail size
sales funnel


Try targeting points in the
sales funnel to get inside
the head of the searcher!

product theme

concept terminology

point in
tail size
sales funnel

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

The sales funnel:

Research

Price/Feature Comparison

Direct


Looking for Stethoscopes? I need something to
See our styles: Cardio, IM, RN
Live Agent Ready for your Questions
help me listen to hearts!
tradamedicalsupplies.com/stethoscopes

2011 Best Stethoscopes
Huge Selections - Compare & Save On I’m determining which
Top-Rated Stethoscopes Now!
tradamedicalsupplies.com/stethoscopes stethoscope to buy.

Littman Stethoscopes
All models of Littman Cardiology I want a Littmann Cardiology
Stethoscopes. Free Shipping! 3 stethoscope
tradamedicalsupplies.com/littman-stethoscopes


Build your ad groups
around points in the sales
funnel.
Looking for Stethoscopes? 2011 Best Stethoscopes
All Styles on Sale: Cardio, IM, RN Huge Selections - Compare & Save On
Safe & Secure with Free Shipping Top-Rated Stethoscopes Now!

Professional Stethoscopes Stethoscope Reviews
Compare Types of Stethoscopes Huge Selections - Compare & Save On
Qualified orders over $25 ship free Top-Rated Stethoscopes Now!

ad group:
stethoscopes, price/feature
comparison
compare stethoscopes
stethoscope reviews
best stethoscope
2011 stethoscope reviews


Differentiate yourself!


Type your
keywords
into a search
engine.

What are
your
competitors
promising?


Based on your
competitive research,
determine how
you can stand out.
price

shipping deals

huge selection

secure download
trada.com

If your competitors are
writing ads about price,
offer great
selection or
service.

price/offer Discount Stethoscopes
Lowest Prices on Stethoscopes
Bulk Saves 20%. Offer Ends Soon!

selection/service Every Type of Stethoscope
Massive Selection, Free Returns
Award-Winning Customer Service.


How else can you
differentiate?

testimonial/warranty Premium Stethoscopes
“I Loved the Selection and Price!”
Lifetime Warranty, 100% Guaranteed

free shipping Looking for Stethoscopes?
Browse our Virtual Warehouse
Free Shipping and Returns


Get emotional.


Use compelling,
emotionally-charged
language to increase
click-through rates.
massive selection

incredible deals

offer ends soon

rock-bottom prices
trada.com

The anatomy of a great ad


A great ad has many
elements.

compelling calls-to
copy action

a standout targeted
offer messaging

a sense of
title casing
urgency


Conversational headlines
attract attention.

Looking for Stethoscopes?
Massive Selection, Lowest Prices
Shop Now for 20% Off. Offer Ends Soon!


Calls-to-action tell a
user what to expect
when she clicks!



An offer or discount can
stand out against
the crowd.



Title casing is proven
to improve
click-through rate.



Create a sense of urgency
with promotions
and end dates.



Never stop testing!

Matt Hessler: @fasterstill trada.com

Paid search is an incredibly
powerful message-testing
platform.

Test your ads

Get immediate
data

Use what you learn

Keep testing
trada.com

Depending on your
spend, test up to
4 ads/ad group.

Bulk Saves 20% Off. Offer Ends Soon!
100% Satisfaction Guaranteed

Free Shipping and Easy Returns


Right away, you’ll be
able to see which ads
perform best.
Check for
these metrics:

Click-through rate
(CTR)

Conversion rate

Quality Score
trada.com

Use what you learn. If the
winning messages worked
for PPC, they’ll work
across channels.
email inbound
marketing

Facebook

display
SEO

trada.com

Don’t stop testing!

Allow ads to run
until you have a
solid data set.
Replace the two least-
performing ads with
new ones.

Rinse, repeat!

Forever.
trada.com

In review:

trada.com

Get organized ﬁrst with small, relevant
ad groups.

Try building ad groups to target stages
in the sales funnel.

trada.com

Find a way to be different from your
competitors.

trada.com

Use emotional, powerful language.

trada.com

Keep testing ad copy!

trada.com

@boostCTR @annafsawyer

Time for questions!

For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com

[WEBINAR] PPC Ad Doctors Webinar

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[WEBINAR] PPC Ad Doctors Webinar