How to Build Kickass Ads That Convert Like Crazy
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Pubcon Las Vegas 2016 Presentation
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How to Build Kickass Ads That Convert Like Crazy
- 1. #pubcon how to build kicka$$ ppc ads that convert like crazy by: erin sagin pubcon las vegas, 10/11/16
- 2. #pubcon meet erin • 5+ years in paid search industry • 7th time presenting at pubcon • follow me at @erinsagin • currently unemployed
- 3. #pubcon meet erin • 5+ years in paid search industry • 7th time presenting at pubcon • follow me at @erinsagin • currently funemployed
- 4. #pubcon@erinsagin #pubcon wordstream, boston, ma pubcon pit stop, las vegas, nv google, mountain view, ca
- 5. #pubcon@erinsagin #pubcon work at an agency?
- 7. #pubcon@erinsagin #pubcon key stake holders obsessed with conversions?
- 11. #pubcon@erinsagin #pubcon reality: we have very little control over site conversions
- 12. #pubcon ad copy = your best weapon @erinsagin #pubcon
- 13. #pubcon@erinsagin #pubcon erin’s top 5 tips to build ads that convert
- 14. #pubcon@erinsagin #pubcon disclaimer: all of the data featured in this presentation is that of wordstream, unless otherwise noted!
- 15. #pubcon@erinsagin #pubcon erin’s ad tip #1 prequalify your searchers
- 16. #pubcon@erinsagin #pubcon don’t rely on the spray and pray approach
- 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
- 19. #pubcon use image extensions in bing ads @erinsagin #pubcon
- 20. #pubcon include pricing in your ads @erinsagin #pubcon
- 22. #pubcon@erinsagin #pubcon erin’s ad tip #2 target the right audience
- 26. #pubcon@erinsagin #pubcon adjust bids by age/gender with targeting new!
- 28. #pubcon@erinsagin #pubcon before you take the plunge, know your audience
- 30. #pubcon@erinsagin #pubcon erin’s ad tip #3 personalize your copy
- 31. #pubcon@erinsagin #pubcon humans are inherently selfish
- 32. #pubcon@erinsagin #pubcon the more customized your ads are to your users’ search contexts, the better
- 33. #pubcon@erinsagin #pubcon 4 in 5 consumers want search ads customized to their city, zip code or immediate surroundings. -google
- 35. #pubcon@erinsagin #pubcon use geo-customizers to dynamically input nearby locations 13%+
- 36. #pubcon@erinsagin #pubcon device makes a big difference, too!
- 37. #pubcon@erinsagin #pubcon we used to use device specific- language in our ad copy
- 38. #pubcon@erinsagin #pubcon you cannot create device- specific etas!
- 39. #pubcon@erinsagin #pubcon leverage mobile ad extensions!
- 40. #pubcon@erinsagin #pubcon using demographic targeting? new!
- 42. #pubcon@erinsagin #pubcon cater your copy to your audience
- 43. #pubcon@erinsagin #pubcon erin’s ad tip #4 write copy that evokes emotions
- 44. #pubcon@erinsagin #pubcon we form gut reactions in 3 seconds or less
- 45. #pubcon@erinsagin #pubcon don’t under- estimate the influence of emotion in advertising source: https://blog.bufferapp.com/science-of-emotion-in-marketing
- 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. #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. #pubcon@erinsagin #pubcon which ad makes you want to get in touch?
- 50. #pubcon@erinsagin #pubcon yeah, it’s hard to do that with a tight character count…
- 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. #pubcon@erinsagin #pubcon there’s no shortage of emotions to choose from
- 53. #pubcon@erinsagin #pubcon my personal favorite = fear of missing out
- 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. #pubcon@erinsagin #pubcon use countdowns to create urgency
- 57. #pubcon@erinsagin #pubcon use ad customizers to automate the process
- 58. #pubcon@erinsagin #pubcon erin’s ad tip #5 don’t give up on interested searchers
- 59. #pubcon@erinsagin #pubcon newsflash: most visitors won’t convert the first time they meet you…
- 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. #pubcon@erinsagin #pubcon i had every intention of staying at a budget hotel this week
- 62. #pubcon@erinsagin #pubcon and then this happened…
- 64. #pubcon@erinsagin #pubcon can you guess where i booked?
- 65. #pubcon@erinsagin #pubcon past site visitors = high conversion rates
- 66. #pubcon@erinsagin #pubcon remarketing + search = rlsa create unique ads and bids for past sight visitors past site visitor + active searcher!
- 67. #pubcon@erinsagin #pubcon works like a charm 2x+ cvr
- 68. #pubcon@erinsagin #pubcon don’t forget about existing customers
- 71. #pubcon@erinsagin #pubcon don’t bother repeating what your prospects/ customers already know
- 72. #pubcon@erinsagin #pubcon use copy to counteract common objections why are they hesitant to buy in the first place?
- 73. #pubcon@erinsagin #pubcon convince them to take the plunge with special offers/ discounts
- 74. #pubcon@erinsagin #pubcon take a hint from mcdonald’s
- 75. #pubcon@erinsagin #pubcon just don’t be a creep about it
- 76. #pubcon ad copy = your best weapon @erinsagin #pubcon
- 77. #pubcon thank you! questions? email me at erinsagin@gmail.com or tweet me @erinsagin