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Test that Ad! (SMX)

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Presentation from June 2010 SMX Advanced paid search track for Test that Ad.

Publié dans : Technologie, Design
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Test that Ad! (SMX)

  1. 1. Test that Ad! “ One finds limits by pushing them.” -Herbert Simon
  2. 2. Caution! Testing in Progress.
  3. 3. MSN AdCenter <ul><li>Use capitalization in headlines- while the entire headline can’t all be done in caps, words sure can. </li></ul>
  4. 4. More MSN AdCenter <ul><li>Want to use “FREE FREE FREE”? </li></ul><ul><li>No problem. </li></ul>
  5. 5. Look Mom! FREE!
  6. 6. Facebook & AdCenter <ul><li>Facebook is a publisher partner of AdCenter – which means that AdCenter ads are showing on Facebook pages. </li></ul><ul><li>Which also means that whatever format or messaging you’re using in AdCenter, it shows up the same on Facebook. </li></ul>
  7. 7. Hey look! SHOP!
  8. 8. Show More for Less on Facebook <ul><li>MSN doesn’t allow for specific publisher placements. </li></ul><ul><li>Exclude those less relevant publishers as much as possible with publisher performance reports. </li></ul><ul><li>Chances of showing up on Facebook with “enhanced” ads increases. </li></ul>
  9. 9. Some MSN Property URLs to Consider Excluding <ul><li>scout.com (MSN’s Fox Sports partner) </li></ul><ul><li>msn.foxsports.com </li></ul><ul><li>music.msn.com </li></ul><ul><li>realestate.msn.com </li></ul><ul><li>tv.msn.com </li></ul><ul><li>today.msnbc.msn.com </li></ul><ul><li>mail.live.com </li></ul><ul><li>advertising.microsoft.com </li></ul><ul><li>lifestyle.msn.com </li></ul><ul><li>local.msn.com </li></ul>
  10. 10. Facebook Ads <ul><li>Stricter editorial guidelines for capitalization and grammar. </li></ul><ul><li>Longer body text at 135 characters </li></ul>
  11. 11. It’s Good to be Friends
  12. 12. Dynamic Insertion in Display URLs <ul><li>Insert a dynamic keyword at the end: www.examplesite.com/{keyword:woo-hoo} </li></ul><ul><li>Use all caps to really make it pop {KEYWORD} </li></ul><ul><li>The shorter the URL the better, drop the “www” for example. </li></ul><ul><li>Separate words with a “+” </li></ul>
  13. 13. Be Dynamic!
  14. 14. Fun with Site Links <ul><li>Google’s new ad format with up to 10 links at 35 characters apiece. </li></ul><ul><li>35 characters, hmmmm…. </li></ul>
  15. 15. <ul><li>You sell: </li></ul><ul><li>Books, movies and music </li></ul><ul><li>Your site links could be: </li></ul><ul><li>Make You Sound Smart Books </li></ul><ul><li>Movies that Explode with Awesome </li></ul><ul><li>Shake You All Night Long Music </li></ul>
  16. 16. Break it down further <ul><li>You sell: books </li></ul><ul><li>Your site links could be: </li></ul><ul><li>Swoon-Worthy Romances </li></ul><ul><li>Mayhem & Murder </li></ul><ul><li>Can You Solve it Mysteries </li></ul><ul><li>Set Your Kitchen on Fire Recipes </li></ul>
  17. 17. <ul><li>You sell: </li></ul><ul><li>Weight loss shakes </li></ul><ul><li>Your site links could be: </li></ul><ul><li>Why am I so fat? </li></ul><ul><li>It’s Genetic. </li></ul><ul><li>My Spouse is Fat. Help! </li></ul><ul><li>I Can’t Live Without Bacon. </li></ul>Take it One Step too Far
  18. 18. Stalk them with Remarketing <ul><li>Another recent feature from AdWords on the Content Network this year. </li></ul><ul><li>Set up a couple of remarketing lists and a custom combination and get the ones that got away! </li></ul><ul><li>For example: targeting users that put an item in their cart, reach the checkout page and bail. </li></ul>
  19. 19. Create a Remarketing List
  20. 20. Create a Custom Combination
  21. 21. Now totally freak them out
  22. 22. Display Ad Builder <ul><li>Google’s adding more and more templates to help you create display ads for the content network. </li></ul><ul><li>You can upload any picture that’s yours… </li></ul><ul><li>So why wouldn’t you make it interesting to stand out a bit? </li></ul>
  23. 23. Sports Drink?
  24. 24. Ink & Toner Cartridges?
  25. 26. And now for something completely different…
  26. 27. Talk Jock
  27. 28. Exploit Popular Movie Lines
  28. 29. Ready? Set, Go!
  29. 30. The Emotional Response
  30. 31. Just for Men