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Man Vs
Machine: Copy
& Targeting
Navah Hopkins – Services Innovation Strategist
| #smx @navahf 2
Agenda
• Dissecting ads
• Serving the right people
• What Are Your Customers Asking For?
• In digital marketing since 2008, and PPC since
2012
• Named Top 25 PPC Expert 2018
• Work across WordStream’s Interantional
Agency and Advertiser Customer base
About Me:
| #SMX @navahf 3
What Do All These People Have In Common?
| #SMX @navahf 4
They Came From AI
| #SMX @navahf 5
But When AI Gets It Wrong….
| #SMX @navahf 6
How Much You Delegate To Automation & AI Strictly
Depends On Your Brand’s Threshold For Risk
7| #SMX @navahf
Dissecting Ad Copy
| #SMX @navahf 8
When We Shifted From Standard Ads to Expanded
Text Ads, 33% of Advertisers Saw A Decrease In
Performance
| #SMX @navahf 9
Boring Ads Kill CTR
| #SMX @navahf 10
• Repetitive and templatized
messaging.
• Hiding personality in the
description, where unique copy
gets lost.
• We don’t give our prospects any
direction on where to go or what to
do.
What makes an ad “bad”
| #SMX @navahf 11
Expanded Text Ads Mean Your Copy Is Due For A
Revisit!
Description text would
have made great
headlines!
| #SMX @navahf 12
Google Saw This Lack of Care, and Decided to Make
Ads For You
| #SMX @navahf 13
• All extensions you pay for should
be manually crafted.
• Ratings, locations, and structured
snippets are safe.
Google Will Also Make Extensions
| #SMX @navahf 14
Can You Tell Which Was Made by AI?
| #SMX @navahf 15
Can You Tell Which Was Made by AI?
AI AI
Human
| #SMX @navahf 16
Comparing Metrics Dec. 10 – Jan 8
Top Performing AI Created Ad
• Impressions: 521
• CTR: 11.52 %
• Average CPC: $9.55
• CPA: $30.16
• ROAS: 9.95X
Human Created Ad
• Impressions: 145
• CTR: 4.14%
• Average CPC: $10.94
• CPA: $32.81
• ROAS: 9.14X
Runner-up AI AD:
Impressions: 329
CTR: 6.99%
CPA: $40.10
ROAS: 7.48X
| #SMX @navahf 17
• Google favored ads it created,
despite mixed performance.
• Minimalist copy no longer cuts it,
AI can do that!
• AI ads look to brand names for
headline text - is that how you
want to invest your copy real estate
Lessons Learned:
| #SMX @navahf 18
Automation Will Raise The Floor, Not The Ceiling:
Own Your Creative Star Power
| #SMX @navahf 19
Trends in CTR When Humans Write the Ads
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Include H3 & D2 Include H3, No D2 No H3, Include D2 No H3 & No D2
Q3 2018 CTR
CTR
50,618 ads
with at least
one click in
Q3
| #SMX @navahf 20
Trends Human Crafted Headline CTR
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
CTR
Q3 2018 CTR
$ Your Free Call Demo We Try Learn
50,618 ads
with at least
one click in
Q3
$: 962 ads
Your: 1758 ads
Free: 2155 ads
Call: 824 ads
Demo: 112 ads
We: 1489 ads
Try: 228 ads
Learn: 153 Ads
| #SMX @navahf 21
• Look for opportunities to replace
“try” with “learn”.
• Transparency in pricing
outperforms fabricated “free”
offers.
• Focus on the user’s needs over
your brand’s selling points.
Opportunities in Headline
Copy:
| #SMX @navahf 22
Trends in Human Description CTR
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
CTR
Q3 2018 CTR
$ Your Free Call Demo We Try Learn
50,618 ads
with at least
one click in
Q3
$: 568 ads
Your: 6235 ads
Free: 3218 ads
Call: 2428 ads
Demo: 225 ads
We: 4324 ads
Try: 435 ads
Learn: 781 Ads
| #SMX @navahf 23
• “Try” outperforms “Learn” in
descriptions, don’t overuse
headline copy!
• Specific copy matters less in the
description than leveraging the
second description
• Prospects expect to get some
insight on pricing in the ad.
Opportunities in
Description Copy:
| #SMX @navahf 24
Which Ad Do You Think Performed Better?
Ad A Ad B
| #SMX @navahf 25
• CTR: 38.7%
• Conversions: 129
• CPA: $3.26
• Conversion Rate: 42%
Ad B
• CTR: 6.29%
• Conversions: 33
• CPA: $27.98
• Conversion Rate: 23%
| #SMX @navahf 26
• Addressed the most stressful part of buying
a car in the headline
• Greeted the prospect.
• Added additional data to help prospect
choose them in description.
Ad B
• Addressed a secondary concern in the
headline.
• Opened focusing on themselves
• Used headline worthy copy in the
description.
| #SMX @navahf 27
• Engages the prospect in
personalized language.
• A call to action the user can
complete on the landing page.
• Addresses the pain points that
inspired the query
What Makes An Ad “Good”
| #SMX @navahf 28
Responsive Search
Ads are bound by
data and trends
lack human
flexibility and
brand focus
| #SMX @navahf 29
When I Was “Shopping” For A Husband…
| #SMX @navahf 30
Which Ad Won My Click?
| #SMX @navahf 31
• I’m in Boston
• Extensions give additional context,
but that should have been given in
the headlines.
• Hyper-repetitive messaging doesn’t
sound human. The typo proves it is
human…
| #SMX @navahf 32
• I’m under 40
• You’re asking me if you’re the best
way to solve my problem…
• “It’s probably not a dating site”
should be headline three
| #SMX @navahf 33
If I’m Not Your Target, Don’t Show Me An Ad!
| #SMX @navahf 34
Don’t Let Automated Ads Guess On Demographics
And Other Audiences
| #SMX @navahf 35
Use Customizers If Your Brand Serves Different
Audiences
| #SMX @navahf 36
• DKI close variants – time to rethink
them!
• Promising more than you deliver on
your landing page.
• Not honoring audiences and search
trends by location.
What makes an ad “off”
37| #SMX @navahf
What Are Your
Customers Asking For?
| #SMX @navahf 38
We Are In The Business Of Answering Questions:
Know Which Are Worth Answering
| #SMX @navahf 39
How Is The Most Popular Question
| #SMX @navahf 40
How SERPS
| #SMX @navahf 41
How SERPS
| #SMX @navahf 42
• Self-reliant
• Will be receptive to an expert
• Drawn to tutorials
A person asking “how”
| #SMX @navahf 43
• Does not address the “how”
• “Expert” hidden in the second description
line
• Copy doesn’t speak to prospect’s desire to
learn
• Addresses the “how”
• Promises a resource the prospect can learn
from moving forward.
• Leaves the door open for the user to
engage in a more transactional manner
| #SMX @navahf 44
What SERPs
| #SMX @navahf 45
What SERPs
| #SMX @navahf 46
• Have a problem, but don’t quite
know what the solution is.
• May believe there is only one type
of solution/answer to their
problem.
A person asking what:
| #SMX @navahf 47
• Offers a variety of options without naming
any = clickbait
• More focused on themselves and their
process than actually solving the user’s
problem.
• Copy is too formulaic to register as expert
content.
• Addresses the “what” with a single
directed solution.
• Honors the fact that the prospect may
need more education without leaving room
for them to leave.
• Speaks in terms of value for the prospect,
rather than focusing why they’re awesome
| #SMX @navahf 48
Dynamic Search Ads “Pick” SERPs For You Via The
Sections Of The Site You’re Targeting
| #SMX @navahf 49
• All keywords are negatives in the
campaign so specific messaging
and bids are protected.
• Targets are broken up by ad group
so you can leverage contextually
relevant messaging in the
descriptions.
• The budget is set with data
acquisition in mind.
DSA will be successful at
driving data and profit if:
50| #SMX @navahf
Final Take Aways
| #SMX @navahf 51
Craft Copy With Audiences in Mind & Don’t Be Afraid
To Exclude Audiences
| #SMX @navahf 52
Treat Trends in Copy As Guidelines, Owning Your
Brand’s Messaging & Your Intuition
| #SMX @navahf 53
Embrace Automation For Grunt-Work, Not
Creative/Analytical Tasks
© Copyright 2017 WordStream, Inc. All rights reserved.
Thank you!
nhopkins@wordstream.com
@navahf

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SMX Munich Man vs Machine in Ad Copy

  • 1. Man Vs Machine: Copy & Targeting Navah Hopkins – Services Innovation Strategist
  • 2. | #smx @navahf 2 Agenda • Dissecting ads • Serving the right people • What Are Your Customers Asking For? • In digital marketing since 2008, and PPC since 2012 • Named Top 25 PPC Expert 2018 • Work across WordStream’s Interantional Agency and Advertiser Customer base About Me:
  • 3. | #SMX @navahf 3 What Do All These People Have In Common?
  • 4. | #SMX @navahf 4 They Came From AI
  • 5. | #SMX @navahf 5 But When AI Gets It Wrong….
  • 6. | #SMX @navahf 6 How Much You Delegate To Automation & AI Strictly Depends On Your Brand’s Threshold For Risk
  • 8. | #SMX @navahf 8 When We Shifted From Standard Ads to Expanded Text Ads, 33% of Advertisers Saw A Decrease In Performance
  • 9. | #SMX @navahf 9 Boring Ads Kill CTR
  • 10. | #SMX @navahf 10 • Repetitive and templatized messaging. • Hiding personality in the description, where unique copy gets lost. • We don’t give our prospects any direction on where to go or what to do. What makes an ad “bad”
  • 11. | #SMX @navahf 11 Expanded Text Ads Mean Your Copy Is Due For A Revisit! Description text would have made great headlines!
  • 12. | #SMX @navahf 12 Google Saw This Lack of Care, and Decided to Make Ads For You
  • 13. | #SMX @navahf 13 • All extensions you pay for should be manually crafted. • Ratings, locations, and structured snippets are safe. Google Will Also Make Extensions
  • 14. | #SMX @navahf 14 Can You Tell Which Was Made by AI?
  • 15. | #SMX @navahf 15 Can You Tell Which Was Made by AI? AI AI Human
  • 16. | #SMX @navahf 16 Comparing Metrics Dec. 10 – Jan 8 Top Performing AI Created Ad • Impressions: 521 • CTR: 11.52 % • Average CPC: $9.55 • CPA: $30.16 • ROAS: 9.95X Human Created Ad • Impressions: 145 • CTR: 4.14% • Average CPC: $10.94 • CPA: $32.81 • ROAS: 9.14X Runner-up AI AD: Impressions: 329 CTR: 6.99% CPA: $40.10 ROAS: 7.48X
  • 17. | #SMX @navahf 17 • Google favored ads it created, despite mixed performance. • Minimalist copy no longer cuts it, AI can do that! • AI ads look to brand names for headline text - is that how you want to invest your copy real estate Lessons Learned:
  • 18. | #SMX @navahf 18 Automation Will Raise The Floor, Not The Ceiling: Own Your Creative Star Power
  • 19. | #SMX @navahf 19 Trends in CTR When Humans Write the Ads 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% Include H3 & D2 Include H3, No D2 No H3, Include D2 No H3 & No D2 Q3 2018 CTR CTR 50,618 ads with at least one click in Q3
  • 20. | #SMX @navahf 20 Trends Human Crafted Headline CTR 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% 10.00% CTR Q3 2018 CTR $ Your Free Call Demo We Try Learn 50,618 ads with at least one click in Q3 $: 962 ads Your: 1758 ads Free: 2155 ads Call: 824 ads Demo: 112 ads We: 1489 ads Try: 228 ads Learn: 153 Ads
  • 21. | #SMX @navahf 21 • Look for opportunities to replace “try” with “learn”. • Transparency in pricing outperforms fabricated “free” offers. • Focus on the user’s needs over your brand’s selling points. Opportunities in Headline Copy:
  • 22. | #SMX @navahf 22 Trends in Human Description CTR 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% CTR Q3 2018 CTR $ Your Free Call Demo We Try Learn 50,618 ads with at least one click in Q3 $: 568 ads Your: 6235 ads Free: 3218 ads Call: 2428 ads Demo: 225 ads We: 4324 ads Try: 435 ads Learn: 781 Ads
  • 23. | #SMX @navahf 23 • “Try” outperforms “Learn” in descriptions, don’t overuse headline copy! • Specific copy matters less in the description than leveraging the second description • Prospects expect to get some insight on pricing in the ad. Opportunities in Description Copy:
  • 24. | #SMX @navahf 24 Which Ad Do You Think Performed Better? Ad A Ad B
  • 25. | #SMX @navahf 25 • CTR: 38.7% • Conversions: 129 • CPA: $3.26 • Conversion Rate: 42% Ad B • CTR: 6.29% • Conversions: 33 • CPA: $27.98 • Conversion Rate: 23%
  • 26. | #SMX @navahf 26 • Addressed the most stressful part of buying a car in the headline • Greeted the prospect. • Added additional data to help prospect choose them in description. Ad B • Addressed a secondary concern in the headline. • Opened focusing on themselves • Used headline worthy copy in the description.
  • 27. | #SMX @navahf 27 • Engages the prospect in personalized language. • A call to action the user can complete on the landing page. • Addresses the pain points that inspired the query What Makes An Ad “Good”
  • 28. | #SMX @navahf 28 Responsive Search Ads are bound by data and trends lack human flexibility and brand focus
  • 29. | #SMX @navahf 29 When I Was “Shopping” For A Husband…
  • 30. | #SMX @navahf 30 Which Ad Won My Click?
  • 31. | #SMX @navahf 31 • I’m in Boston • Extensions give additional context, but that should have been given in the headlines. • Hyper-repetitive messaging doesn’t sound human. The typo proves it is human…
  • 32. | #SMX @navahf 32 • I’m under 40 • You’re asking me if you’re the best way to solve my problem… • “It’s probably not a dating site” should be headline three
  • 33. | #SMX @navahf 33 If I’m Not Your Target, Don’t Show Me An Ad!
  • 34. | #SMX @navahf 34 Don’t Let Automated Ads Guess On Demographics And Other Audiences
  • 35. | #SMX @navahf 35 Use Customizers If Your Brand Serves Different Audiences
  • 36. | #SMX @navahf 36 • DKI close variants – time to rethink them! • Promising more than you deliver on your landing page. • Not honoring audiences and search trends by location. What makes an ad “off”
  • 37. 37| #SMX @navahf What Are Your Customers Asking For?
  • 38. | #SMX @navahf 38 We Are In The Business Of Answering Questions: Know Which Are Worth Answering
  • 39. | #SMX @navahf 39 How Is The Most Popular Question
  • 40. | #SMX @navahf 40 How SERPS
  • 41. | #SMX @navahf 41 How SERPS
  • 42. | #SMX @navahf 42 • Self-reliant • Will be receptive to an expert • Drawn to tutorials A person asking “how”
  • 43. | #SMX @navahf 43 • Does not address the “how” • “Expert” hidden in the second description line • Copy doesn’t speak to prospect’s desire to learn • Addresses the “how” • Promises a resource the prospect can learn from moving forward. • Leaves the door open for the user to engage in a more transactional manner
  • 44. | #SMX @navahf 44 What SERPs
  • 45. | #SMX @navahf 45 What SERPs
  • 46. | #SMX @navahf 46 • Have a problem, but don’t quite know what the solution is. • May believe there is only one type of solution/answer to their problem. A person asking what:
  • 47. | #SMX @navahf 47 • Offers a variety of options without naming any = clickbait • More focused on themselves and their process than actually solving the user’s problem. • Copy is too formulaic to register as expert content. • Addresses the “what” with a single directed solution. • Honors the fact that the prospect may need more education without leaving room for them to leave. • Speaks in terms of value for the prospect, rather than focusing why they’re awesome
  • 48. | #SMX @navahf 48 Dynamic Search Ads “Pick” SERPs For You Via The Sections Of The Site You’re Targeting
  • 49. | #SMX @navahf 49 • All keywords are negatives in the campaign so specific messaging and bids are protected. • Targets are broken up by ad group so you can leverage contextually relevant messaging in the descriptions. • The budget is set with data acquisition in mind. DSA will be successful at driving data and profit if:
  • 51. | #SMX @navahf 51 Craft Copy With Audiences in Mind & Don’t Be Afraid To Exclude Audiences
  • 52. | #SMX @navahf 52 Treat Trends in Copy As Guidelines, Owning Your Brand’s Messaging & Your Intuition
  • 53. | #SMX @navahf 53 Embrace Automation For Grunt-Work, Not Creative/Analytical Tasks
  • 54. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! nhopkins@wordstream.com @navahf