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@PurnaVirji | #eMetrics
The Science of Ad Copy Conversion
Purna Virji | @purnavirji
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
WRITER SPEAKER
All of the job titles
SENIOR TRAINING MANAGER
@PurnaVirji | #eMetrics
4
@PurnaVirji | #eMetrics
La scienza delle conversioni ... applicata agli annunci
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
6
@PurnaVirji | #eMetrics
Un po 'di storia
@PurnaVirji | #eMetrics
Contacted Hit Bumped Collided Smashed
Spee
d, in
MPH
Word choice leads to higher perceived speed
31
34
3839
41
Word choices lead to higher perceived speed
@PurnaVirji | #eMetrics
#BingAdsConnect | #AskBingAds
Smart copy influences action.
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
Pain
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Fear
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Ego
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Extensions are
important
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Apply Science
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@PurnaVirji | #eMetrics
®
Probability of conversion
Clarity of the value proposition (why)
Friction ofelements of process
Motivation of the user (when)
Incentive to take action
Anxiety about entering information
C=4m+ 3v+ 2(
i-f)-2a
Credit: Marketing Experiments
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
Focus Tattiche
Messaggio
ValueProp
Qualità
Prezzibassi
Varietà
Altà qualità, Più venduto
Prezzo più basso, A partire da 10€,Oltre 5000 prodotti, Ampia scelta e varietà
@PurnaVirji | #eMetrics
Focus Tattiche
Messaggio
Incentivi
Sconti
Gratuità
Consegna gratuita
Fino a 50% di sconto, Risparmia oltre il 25%
Whitepaper gratis, Compra 1 – 1 Gratis
Consegna gratis, Gratis il giorno dopo
@PurnaVirji | #eMetrics
Focus Tattiche Messaggio
Attriti
Inversionedel trendPolicy direso
Facilità d'utilizzo
Spedizione in giornata, Prodotto in-stock
Reso gratuito, 30 giorni per il reso
In pochi minuti, rapido e veloce, in 3 step
@PurnaVirji | #eMetrics
Focus
Tattiche
Messaggio
Ansia
CredibilitàNessun extra costoLimite di tempo
Dal 1984, Come visto in TV
Nessun costo di prenotazione
Finisce il giorno xy, Tempo limitato
Sottolineare la perdità
Non perderti, Perchè non?...
@PurnaVirji | #eMetrics
Vediamo in action!
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
Ad copy test #1
Bing Search Advertising®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.Advertising.Microsoft.com
6.07%
$300 Of Free Ads on Bing®Avoid Missing Another New CustomerFree Ads on Bing® & Yahoo! SearchAdvertising.Microsoft.com
6.75%
$300 Of Free Ads on Bing®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.Advertising.Microsoft.com
6.17%
Incentive
Incentive + Anxiety
Control
@PurnaVirji | #eMetrics
6.17%
Ad copy test #2
2.68%
6.75%
Credibility (Anxiety)
Incentive in the headline
Online AdvertisingReach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo!
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.Advertising.Microsoft.com
$50 Of Free Ads on Bing®
Bing® Online AdvertisingReach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.Advertising.Microsoft.com
Incentive in descriptionAdvertising.Microsoft.com
Online AdvertisingGet Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.Advertising.Microsoft.com
2.63%
Control
@PurnaVirji | #eMetrics
Turning Brainstorming into a Science
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
1. Build the foundation
Need: Voice of the Customer
@PurnaVirji | #eMetrics
Focus Tactics Messaging
Value Prop QualityLow priceSelection
High Quality, Durable, Best SellingLow Price Guarantee, Over 5,000 items, Huge Selection
Anxiety CredibilityNo hidden feesTime limitHighlight loss vs. gain
Since 1984, As Seen on TV, No Booking Fees, One-time Ends by Date, Limited TimeMissing Out, Don’t, Why
Friction Quick turnaroundReturn policyEase of use
Ships Within 1 Day, Free returns, 30 day returnsWithin Minutes, Quick & Easy
Incentive DiscountFreebieFree shipping
Up to 50% off, Save Extra 25%Free WhitepaperFree Shipping, Free Overnight
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2. Go Crazy
Step Away from the Excel!
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3. Create final ads
Only work to refine at the end.
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Vuoi provare?
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
http://aka.ms/BingACWorkbook
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
#BingAdsConnect | #AskBingAds
È facile?
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
Mille Grazie!@PurnaVirji
@PurnaVirji | #eMetrics
@PurnaVirji | #eMetrics
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.
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