5 Tricks to Create Unforgettable PPC Ads

1WordStream Confidential

5 Tricks to Create Unforgettable PPC Ads

@ErinSagin


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Meet Your Presenter

@ErinSagin

Erin SaginPPC Evangelist &

Community ManagerWordStream


Digital Marketers Are Under Attack

@ErinSagin

6WordStream Confidential @ErinSagin


What Do All of These Ads Have In Common?

They all suck!!

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Your Ads Don’t Have

to Suck!@ErinSagin


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@ErinSagin


Confession: I Barely Understand Football

Cowboys Jersey

Packers Hat

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#2 Most Popular YouTube Video of 2015 @83 Million

Views (AND IT’S AN AD)

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People Pour Tons of Resources Into Producing the BEST Super

Bowl Ads

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Bet You’re Not Putting THAT Much Effort Into Your PPC Ads…

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Text ad creation is pretty straightforward.

Uh, FALSE!@ErinSagin


Anomalies DO Exist

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Stop Settling for Average!

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Feel Like You’ve Already Tried Everything?

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Swapping Punctuation

LAME!!

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Using Your Thesaurus As A Crutch

ALSO LAME!!

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Using Dynamic Keyword Insertion

Seems pretty effective at

first…

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Using Dynamic Keyword Insertion

But it doesn’t produce rare, extraordinary

ads.

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Appending Ad Extensions

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Reality: Small Changes = Small Impact

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Big Changes Yield Big Results

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Can You Really Make Big Changes With Just 95 Characters?

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“For sale: Baby shoes. Never worn.”

-E. Hemingway


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I’m Not Very Creative!

@ErinSagin


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5 Tricks to Write Unforgettable Ad

Copy


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#1 Hook ‘Em Early


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@ErinSagin


Who Has A Longer Attention Span?

9 second

s

8 second

sA Goldfish Ralph

@ErinSagin


Identify Headlines Working Well on Other Channels

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Steal Ideas From Content Marketers

@ErinSagin


Hack: Use Buzzsumo To See What People Are Sharing

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#2 Tap Into Emotions


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Emotions Incite Action


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@ErinSagin


Hack: Perry Marshall’s Swiss Army Knife

You

A Thing Your

Customer Loves

A Thing Your

Customer Hates

Your Customer’s Best Friend

Your Customer’s

Worst Enemy

Your Customer

@ErinSagin


Putting It Into Practice

• You = Divorce Attorney• Your Customer = Scorned

Wife• Her Worst Enemy = Her

Cheating Husband• Something She Hates = His

Mistress• Something She Loves =

Revenge

@ErinSagin


Which Lawyer Would You Call?

+30% CTR!!!

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Leveraging Scare Tactics To Prevent Breast Cancer

@@ErinSagin


Ad #1

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Ad #2: We Made One Very Small Change

@ErinSagin



Winner: Ad #2

125% Increase In Appointments Booked +

170% Increase In Call Volume

@ErinSagin


Top 10 Emotional Drivers

1. Amusement2. Interest3. Surprise4. Happiness5. Delight6. Pleasure7. Joy8. Hope9. Affection10.Excitement

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@ErinSagin


When In Doubt, Turn To Humor

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#3 Get Your Mind In the Gutter


This Occurred To Us By Accident

Yielded 60% More Clicks Than Average

Ad!

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It’s Nothing New


Even Your Grandparents Fell For It!

@ErinSagin


A Cheeky Hint Is All It Takes

CTR was 47%

higher!!

@ErinSagin


Even Text Ads Can Be Provocative

Hey Big Boy!Start Losing

Weight Today.Size Does

Matter.

@ErinSagin



Alert: Exercise Caution

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#4 Get Personal

@ErinSagin


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But Searchers Are Anonymous…


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The Basics…


Location Matters

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4 in 5 consumers want search ads customized to

their city, zip code or immediate surroundings.

Source: Infographic: Understanding Consumers’ Local Search Behavior, Think With Google

@ErinSagin


Example: POP Yachts

In My Backyard

1,094 Nautical Miles Away

@ErinSagin


Hack: Geo Ad Customizers Make Your Life Way Easier

30%+ CTR13%+ Conversion

Rate

@ErinSagin


More searches occur on mobile devices than desktop computers.

Source: Inside AdWords, Building for the Next Moment


Acknowledge That Searchers Are On Their Phones

@ErinSagin


Identity Based Targeting Is A Game-Changer


1. Remarketing Lists for Search Ads

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Remarketing + Search = Doubly Powerful

2X Higher CTR!2X Higher

Conversion Rates!

@ErinSagin


2. Customer Match Targeting

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Get the Most Out of These Campaigns With Targeted Ad

Copy!

@ErinSagin


But Don’t Be A Creep About It…

@ErinSagin


Convince Prospects to Take the Plunge With Discounts!

• 10% Off Your First Purchase

• Free Shipping for New Customers

• Complimentary Setup For New Customers

@ErinSagin


Use Copy to Counteract Common Objections

Why are they hesitant to buy in the first place? Turn to your reviews!• Free Returns

Within 30 Days• Top Notch

Customer Service Team

@ErinSagin


Take A Hint From Mickey D’s

Highlight complementary packages

• Our Phones Look Even Better In Custom Cases!

• Need Help With Our Software? Our Consultants Can Help!

@ErinSagin


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#5 Leverage FOMO

@ErinSagin


Fear of Missing Out (FOMO) > Logical Reasoning

Confession: I hate this dress.

Why did I buy it??• Original price: $1,750• My find: $109• Discount: 94% off!• Number left in the store:

ONE

@ErinSagin


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How Could I Resist?


Use Countdowns To Create Urgency

As sale ends (or product supply diminishes), CTRs and CVRs increase up to

3X!!


Hack: Use Ad Customizers to Automate the Process

@ErinSagin


Take A Hint From J. Crew

Pro-tip: Rotate ad

customizers to create

perpetual sales or

demonstrate a dwindling product supply!

@ErinSagin


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Bottom Line: Your Ads Don’t Have to

Suck!


Be a Unicorn In A Sea

of Donkeys!

!


Special Offers! Would You Like…

a)FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week

b)1-1 AdWords Assessment with AdWords Certified Consultant

c) I don’t need help with my PPC

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Q & A


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5 Tricks to Create Unforgettable PPC Ads