Presentation of Alexandra Tachalova on BrightonSEO 2014 on September 12, 2014

1. Advertising Analysis.
Beyond the numbers.
Alexandra Tachalova
semrush.com
a.tachalova@semrush.com
@AlexTachalova

2. Typical Google User

3. What gets our ads CTR higher?
• Relevant keywords
• Better ranking in advertising results
• Using advertising extensions and product listings
• Right geographical targeting and localization
• Good looking ad copies
• Right bid management strategy
• Targeted landings
• Using clear call to actions

4. CTR keeps getting worse…
PPC Ninja
I set everything
up perfectly.
Why aren’t you
clicking? Don’t feel well
today…
My football team
keeps losing
User

5. 5
Emotional Triggers in Ad Copies
What did we analyze?
• Domains advertising in UK (Google AdWords)
• Domains monthly budgets over $10k
• 3.8 million ad copies

6. 6
Emotional Triggers in Ad Copies
1. Value
2. Instant Gratification
3. Trend-setting
4. Trust

7. Emotional Triggers in Ad Copies
The most popular Emotion trigger is …

8. Emotional Triggers in Ad Copies
Appealing to customer desire
getting a good deal
Ads with keyword,
56.213
600
500
400
300
200
100
0
Free UK
delivery
UK low
prices on
Huge
selection of
Everything
you need
Grab a
bargain
Find great
deals on
Save up to
70%
Fantastic
prices on
At best price Save big on
Thousands
Most Popular Phrases
Value trigger

9. 9
Emotional Triggers in Ad Copies
Magic in mumbers
250
200
150
100
50
0
70% 50% 75% 80% 73% 90% 78% 60% 10%
Thousands
Most Popular Discount

10. Emotional Triggers in Ad Copies
Instant Gratification
Messages that cater to a sense of urgency

11. Calls to Action That Create Urgency
1. In an hour
2. Within 24 hours
3. Now
4. Last chance
5. Today
6. This week
7. In just a few minutes
8. Instant

12. Emotional Triggers in Ad Copies
Instant Gratification
70
60
50
40
30
20
10
0
Book now Buy now Your results
now
Online
today
Online now Save now Apply today Book online
now
Shop now Sale now on
Thousands
Most Popular Phrases

13. Emotional Triggers in Ad Copies
Trend-setting trigger
Appealing to the consumer
desire to be a part of
something smart and cool

14. Emotional Triggers in Ad Copies
Trend-setting trigger
250
200
150
100
50
0
Shop the
way you
want it
Your
passion on
Feed your
passion
Must have
fashion
Fuel your
passion
Online
exclusive
deals
Best selling
brands
Thousands
Most Popular Phrases

15. Emotional Triggers in Ad Copies
Trust

16. Emotional Triggers in Ad Copies
50
45
40
35
30
25
20
15
10
5
0
No
reservation
costs
Best price
guarantee
Lowest price
guarantee
Over 60
million
visitors
Price
guarantee
book
Extensive
accurate
search
Travel
reviews
opinions
150 million
travel
reviews
Shop with
confidence
Thousands
Most Popular Phrases
Trust

17. 17
Hey, how can I do it too?

18. 18
Do you really know your
competition?

19. 19
Learning about your competitors starts with…
Analyzing their current and past advertising activity:
• What positions are their ads getting in paid search?
• How much do they spend on ads?
• What keywords are they bidding on?
• What ad copies do they use?

20. Your Competitors Advertising Insights
Ad Positions

21. Your Competitors Advertising Insights
Ad Keywords

22. 22
Your Competitors Advertising Insights
Ad Budget

23. 23
Your Competitors Advertising Insights
Ad Positions

24. 24
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26. 26
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27. 27
Thanks!
Alexandra Tachalova
Communication and Brand Manager
a.tachalova@semrush.com
@AlexTachalova