Ad copy is dead, long live ad copy!

Ad copy is dead, long live ad copy!

HeroConf London 2015

@adthena

Alex Rigler,Head of Customer Insight

@alexrigler

Experts in competitive intelligence for search

@adthena

Ad copy is dead, long live ad copy!

HeroConf London 2015

@adthena

A long time ago in a Google far, far away . . .

@adthena

@adthena

@adthena

25% of search queries now return a knowledge graph result

Source: Stephen Levy@adthena

until

@adthena

Google the insurance comparison site . . .

@adthena

Google the flight comparison site . . .

@adthena

Google the credit card comparison site . . .

@adthena

Who are they coming for

next?@adthena

How does all this impact how users interact with my text ads?

@adthena

Google

Part of advertiser’s

brain that pays attention

It might seem overwhelming, but with the right data all becomes clear.

1300+advertise

rs

200,000

adverts

5 industrie

s

@adthena

Fashion

Travel

Home & Garden

Insurance

Telco

@adthena

How frequently are advertisers changing their copy?

@adthena

Average display length within a 30 day period.

Source: Adthena@adthena

30%Top five fashion advertisers have testing cycles 30% shorter than industry benchmark

Source: Adthena@adthena

So what are they testing?

The eye catcher

Hint at relevant landing pages

The meat in the copy sandwich

Any extra info

@adthena

Headlines

Samsung do battle against Apple . . .

@adthena

by starting rumours about the iPhone 6S

@adthena

Still not sure what this vicious rumour is though!

@adthena

Average number of description tests per advertiser

@adthena

7xThe Top 5 Telco advertisers are 7 times more likely to be testing description line variations than their competitors

Source: Adthena@adthena

42% of sample adverts include a 2nd description line.

Source: Adthena@adthena

{keyword}

@adthena

% of adverts using Dynamic Keyword Insertion

Source: Adthena@adthena

6xTop 5 advertisers in Home and Garden are testing DKI 6x the industry benchmark

Source: Adthena@adthena

12x Top 5 advertisers in Insurance are testing DKI 12x the industry benchmark

Source: Adthena@adthena

There is more than one way to skin a cat

@adthena

Ryanair’s eNightmare

@adthena

@adthena

% Mobile Preferred Adverts by Industry

@adthena

@adthena

8% of mobile adverts are using a mobile display URL

Source: Adthena@adthena

6% of mobile adverts use a mobile specific call to action

Source: Adthena@adthena

1% of mobile preferred ads specify a mobile site or mobile friendly

Source: Adthena@adthena

Don’t be a lemming!Understand the competition

so you can differentiate yourself.

Ad copy needs to adapt to an evolving SERP.

The leading advertisers are running considerably

more tests.

Competitor data can be used to spot what works and where the gaps are.

Key Takeaways

@adthena