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You have less than 100 characters to play with. How DO you get that that fickle, distracted searcher to click on your PPC ad AND then buy your product? There is a formula. Copywriter and Digital Strategist Kirsten Weisenburger shows you why creating, testing and optimizing PPC ads is like building with LEGO (the old school kind). Kirsten will lay out the building blocks, with easy instructions and examples to: • Set your foundation with specific keywords and phrases • Entice searchers with you-facing benefits • Devise your ad copy testing hypothesis • Rearrange and test ad copy versions in different configurations If you build it they will come. Let’s work together to build the world’s best PPC ad. (Presented at SMX Toronto, March 2013)
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Plug and Play: The LEGO Method for
Building & Testing PPC Ads
Kirsten WeisenburgerDAC Group
SMX TorontoMarch 20, 2013
Who Are We?
Our goal: Bring your visitors to the ZMOT using outreach, rigorous metrics and strong, conversion-optimized content.
Toronto. Montreal. Vancouver. New York. Cleveland. Louisville. Rochester.
Kirsten WeisenburgerDigital Strategic Planner, DAC GroupPure play digital since 2000, I work with digital content, making it more findable and usable for regular people.
Appear
Appear Relevant
Be Relevant
Applying Best Practice
The Six Elements of Kick-Ass PPC Copy
1. The Keyword2. The Benefit3. The Offer4. Brand Message5. Landing Page Synergy + Call to Action6. “You” or “Your”
Our Test Case
1. The Keyword
Orb Lights
2. The Benefit
Programmable
3. The Offer
Only $21
4. Brand Message
Magical Moonlight Orbs
5. Landing Page Synergy+ Call to Action
Buy Here for Less
6. “You” or “Your”
Make Your Home Glow
Let’s Put it All Together
Orb Lights Only $21
Make Your Home Glow. Programmable
Moon Lights. Buy Here for Less!
Reshuffle to Test Variations
Orb Lights: Buy For Less
Programmable Moon Lights.
Make Your Home Glow. Only $21!
Testing: Change One Variable Per Ad
Find & Replace to Scale Up
[product] [offer]
[you-facing statement]. [benefit]
[brand]. [CTA]!
The End Result: Better Campaigns
• Campaigns that have a strong synergy between
keyword > ad copy > landing page
• Ad copy that has been tested and resonates with real users
= Better Results
= Higher Clickthrough Rate & Quality Score
= Lower Cost per Click
= Better Conversion Rate
= Dramatically lower Cost per Acquisition
[email protected]@kirstenweis@dac_group
Thank YouYou’re All Beautiful. Enjoy SMX Toronto!SearchMarketingExpo.ca/2013
