Webinar: Extreme Ad Optimization - Harnessing the Power of Humans & Machines

Extreme Ad Optimization:

Harnessing the Power of Humans & Machines

House Keeping

• The webinar is recorded and will be made available

• The slides will also be available

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

Meet the Speakers

Rob Lenderman

• Co-Founder & CMO, BoostCTR

• Nuclear Engineering & Online Marketing

• rob.lenderman@boostCTR.com

Alexandre Pelletier

• Director of Marketing, Acquisio

• 15 years Internet Marketing

@apelletier

/alexandre.pelletier

/in/apelletier

HUMANS

BoostCTR

About Boost

We optimize online advertising through a network of creative professionals and a software platform

www.BoostCTR.com

Today’s Agenda

How to tailor ad copy to specific searchers

How to get more out of AdWords

How to align ad copy with landing pages to maximize

not only clicks, but also conversions

The impact the click-through rate (CTR) on your

ads has on your overall pay-per click costs

Detailed best practices around

headlines, descriptions, URLs,

and image ads

How to test and optimize your ad text after you’ve

launched a campaign

“Brilliant” Ad Copy

Flights to Hell

Find Low Prices & Great Deals On

Airfares. Browse Promotions Online!

www.SmarterTravel.com

Fascists

Great deals on Fascists

shop today on Official eBay Site

www.ebay.com

Kick In The Balls

Whatever you’re looking for

you can get it on eBay.

www.ebay.com

Corpses at Amazon.com

Save up to 35% on top sellers,

Qualified orders over $25 ship free

Amazon.com/dvd

Leg Amputees

Bargain Prices. Smart Deals.

Save on Leg Amputees.

Shopzilla.com

“Brilliant” Ad Copy

Terrorism: Pursue a certificate in terrorism 100% online, Enroll today.

“Brilliant” Ad Copy

PPC: The Demand Fulfillment Process

Search Queries, Placements &

Personas

A question is asked or demand revealed

Ad Copy

An answer is given that makes a promise

Landing Page

The promise is fulfilled (no not!)

Who Sees These Ads Anyway?

The Prospect

Intent

Level of intent

SearchingBrowsing

Comparing

Ready to purchase?

Persona

Who are they?

What are they looking

for?

Where do they live?

Who Buys Brain Games?

Meet Your Prospect

JASON• Male• Mid 30s• Family• Account Manager• Disposable income• Wants to be more

organized/ focused

Now Write an Ad!

A Tale of Two Ads

Ad 1

{KeyWord: Brain Training Games}

Sharpen Memory & Attention with

Scientific Brain Games and Tools

www.Lumosity.com

Ad 2

Boost Your Brain Power

Every Brain Needs a Gym.

Fun, Web-Based Training Program!

www.Lumosity.com/BrainGames

A Tale of Two Ads

Ad 1 Ad 2

Matter-of-fact, keyword rich Mental imagery and emotion

Boost Your Brain Power

Every Brain Needs a Gym.

Fun, Web-Based Training Program!

www.Lumosity.com/BrainGames

{KeyWord: Brain Training Games}

Sharpen Memory & Attention with

Scientific Brain Games and Tools

www.Lumosity.com

Which Ad Got +95% CTR?

Ad 1

{KeyWord: Brain Training Games}

Sharpen Memory & Attention with

Scientific Brain Games and Tools

www.Lumosity.com

Ad 2

Boost Your Brain Power

Every Brain Needs a Gym.

Fun, Web-Based Training Program!

www.Lumosity.com/BrainGames

Which Ad Got +95% CTR?

Ad 1

{KeyWord: Brain Training Games}

Sharpen Memory & Attention with

Scientific Brain Games and Tools

www.Lumosity.com

Ad 2

Boost Your Brain Power

Every Brain Needs a Gym.

Fun, Web-Based Training Program!

www.Lumosity.com/BrainGames

Benefits vs. features

Strong visual approach

Appeal to emotion

Brain Games in URL

Punctuation

A Promise

• Your ad represents a promise to your prospects, which your landing page needs to fulfill.

Cues from Landing Pages

Boost Your Brain Power

Every Brain Needs a Gym.

Fun, Web-Based Training Program!

www.Lumosity.com/BrainGames

Tip of the Iceberg

Let’s Talk CTR

There’s more to an increased click-through rate than just getting more clicks on your ads!

CTR and Quality

“ There are three components to quality and the biggestone by far is click-through rate! ”

- Hal VarianChief Economist, Google

image by Joi Ito 2008

Factors in Computing Quality Score

Why is Quality Score Important?

Bid × Quality Score = Ad Rank

1. It determines your ad rank

You can rank higher with a high QS & low bid

2. It determines your CPC

Ad Rank below yoursActual CPC = + $0.1

Quality Score

The higher your QS, the lower your CPC

Which Ad Got +100% CTR?

Ad 1

Man Boobs Reduction

Specialized Cosmetic Doctors.

Request Your Initial Consultation!

TheVictorianCosmeticInstitute.com.au

Ad 2

Man Boob Treatments

Lose Man Boobs Today With Our Help.

Experts in Melborne – Contact Us.

TheVictorianCosmeticInstitute.com.au

Which Ad Got +100% CTR?

Ad 1

Man Boobs Reduction

Specialized Cosmetic Doctors.

Request Your Initial Consultation!

TheVictorianCosmeticInstitute.com.au

Ad 2

Man Boob Treatments

Lose Man Boobs Today With Our Help.

Experts in Melborne – Contact Us.

TheVictorianCosmeticInstitute.com.au

Headline

Specialized vs. experts

Consultation vs. contact

Which Ad Got +259% CTR?

Ad 1

{Keyword:Find Hotels By the Beach}

Save Time. Find Lodging Near the

Beach with KAYAK Location Filters

www.Kayak.com

Ad 2

Beachfront Hotels

Compare Beachfront Hotels In One

Fast & Easy Search. Save & Book.

www.Kayak.com/Ads

Which Ad Got +259% CTR?

Ad 1

{Keyword:Find Hotels By the Beach}

Save Time. Find Lodging Near the

Beach with KAYAK Location Filters

www.Kayak.com

Ad 2

Beachfront Hotels

Compare Beachfront Hotels In One

Fast & Easy Search. Save & Book.

www.Kayak.com/Ads

Stronger title tied to searcher psychology

Finding is before comparing. One step removed (cycle)

Single easy search vs. Location Filters (benefit vs. feature)

Which Ad Got +165% CTR?

Ad 1

P90X® - Official Site

P90X® Home Work Out Program

Get Ripped in 90 Days. Order Today!

Beachbody.com/P90X

Ad 2

P90X® - Official Site

Tony Horton’s 12 extreme workouts!

Special TV Offer. Try it today!

Beachbody.com/P90X

Which Ad Got +165% CTR?

Ad 1

P90X® - Official Site

P90X® Home Work Out Program

Get Ripped in 90 Days. Order Today!

Beachbody.com/P90X

Ad 2

P90X® - Official Site

Tony Horton’s 12 extreme workouts!

Special TV Offer. Try it today!

Beachbody.com/P90X

First line describes what product is

Consistent terminology. Do you know who Tony Horton is?

“TV Offer” in a PPC ad is confusing

Strong benefit/feature “Get Ripped”

Which Ad Got +52% CTR?

Ad 1

Does Your CTR Suck?

Use Our Ad Writer Network To Raise

CTR’s Dramatically. Learn More Now!

www.BoostCTR.com

Ad 2

Your CTR Sucks

Time to try something new. Boost

your CTR & Conversions by 20%

www.BoostCTR.com

Which Ad Got +52% CTR?

Ad 1

Does Your CTR Suck?

Use Our Ad Writer Network To Raise

CTR’s Dramatically. Learn More Now!

www.BoostCTR.com

Ad 2

Your CTR Sucks

Time to try something new. Boost

your CTR & Conversions by 20%

www.BoostCTR.com

Assertive Headline

CTR AND Conversions

Performance oriented: 20%

Creating Ads Worth Clicking On

Attract attention with headlines

Use benefits liberally

Differentiate your offering

Speak to the pain points of your

audience

Include keywords when appropriate

Include a strong call to action

Creating Ads Worth Clicking On

Always be testing your ads

Know Where to Test

Test Where the Traffic Is

Don’t Set It & Forget It

Your Ads Are Beatable

Everybody Wins

MACHINES

Acquisio

Acquisio

The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.

Why Using Automation Tools?

Automation Categories

Bid

Algorithms

Bid

Rules

ALGORITHMS

How to Choose?

• Easier to get started

• Lower probability of error

• Good for optimization

without an established

methodology

• Require advanced skills

• More flexibility

• More powerful

• More risky

• Help to differentiate

your offering

• Conversion Based Algorithms

Algorithms Best Practices

Best Uses• Maintain mature campaigns• Stabilize fluctuating campaigns• Optimize highly competitive keywords

Not Recommended• New campaigns• Brand campaigns

• Position Based Algorithms

Algorithms Best Practices

Best Uses• Establish new campaigns• Maintain brand positioning• Implement seasonal strategies• Increase long tail keyword volume• Optimize competitor keywords

Not Recommended• ROI focused campaigns

• House Keeping Based Algorithms

Algorithms Best Practices

Best Uses• Optimize highly competitive verticals• Closely monitor new test campaigns

Not Recommended• Display campaigns• Competitor campaigns• Branding/Awareness campaigns

• Product Launch Algorithm Progression

Algorithms Best Practices

• Campaign Optimization Algorithm Progression

Algorithms Best Practices

BID RULES

Bid Rules Template

• Achieve first page placement• Lower overall cost-per-acquisition• Maintain current cost-per-acquisition• Generate more conversions• Improve click-through rates• Keep cost-per-clicks low• Target a specific ad position

Build Your Own Rules

• Post Change To The Engine

Build Your Own Rules

• Send Alert to Yourself

• Jump start new campaign launch

• Maximize campaign performance

• Reduce the time spent on low-value tasks

• Use your time for campaign strategy

Benefits of Automation

Questions?