The Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna Virji

@PurnaVirji | #eMetrics

The Science of Ad Copy Conversion

Purna Virji | @purnavirji



WRITER SPEAKER

All of the job titles

SENIOR TRAINING MANAGER


4


La scienza delle conversioni ... applicata agli annunci



6


Un po 'di storia


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


#BingAdsConnect | #AskBingAds

Smart copy influences action.



Pain


Fear


Ego


Extensions are

important


Apply Science



®

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



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


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


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


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?...


Vediamo in action!



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


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


Turning Brainstorming into a Science



1. Build the foundation

Need: Voice of the Customer


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


2. Go Crazy

Step Away from the Excel!


3. Create final ads

Only work to refine at the end.


Vuoi provare?



http://aka.ms/BingACWorkbook



#BingAdsConnect | #AskBingAds

È facile?



Mille Grazie!@PurnaVirji



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