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#SMX #11B @GrpTwentySeven
Why are text ads all the same?
#SMX #11B @GrpTwentySeven
#SMX #11B @GrpTwentySeven
§ Tiredofseeingthesameads§ Canwebedifferent?§ Willitincreaseourbottomline?§ Doesthemessagereallymatter?§ Whatcanweachievewith80characters?
Why are they all the same?
#SMX #11B @GrpTwentySeven
§ Clientinterviews&questionnaires– Customerservicereps
– Salesteam
– Productteam
§ Research– Customertestimonials
– Customercomplaints
§ Competitoradreview§ Learncustomerpainpoints§ Brainstorming
Creating ads – where do we start?
#SMX #11B @GrpTwentySeven
§ Whatarethecommonthemesyouhearfromcustomerswhenreviewingyourproducts?
§ Whenpurchasingyourproduct,whatisimportanttoyourtargetaudience?
§ Howoftendoesyourtargetaudienceneedandbuyyourproduct?
§ Whatdoyoudobetter/different/fasterthanthecompetition?
§ Intermsofthisproduct,whatarecustomerpainpoints?Andhowdoyousolvethem?
Sample Questions
#SMX #11B @GrpTwentySeven
#SMX #11B @GrpTwentySeven
§ Replaceshoesoften§ Breakinafewpairsatatime§ Moldtoyourfeet§ Lightweight§ Flexible§ Feethurt§ Brandconscious
Know your audience
#SMX #11B @GrpTwentySeven
#SMX #11B @GrpTwentySeven
Check out the competition. Do these stand out?
#SMX #11B @GrpTwentySeven
Ad Message goes way beyond 80 characters.
“AdMessage”
#SMX #11B @GrpTwentySeven
Maybe everyone else is on to it?
OurIndustryStandardAd
Ourmainmessagefocusesontopbrandsandmakesitclearthatwehaveawideselectionforyourpreferredstyleofdance.
#SMX #11B @GrpTwentySeven
Test 1 – Replacing shoes often, discounts can help
vs
3.31%
3.32%
#SMX #11B @GrpTwentySeven
Test 2 – Sore feet, literally a common pain point
vs
3.29%
3.32%
#SMX #11B @GrpTwentySeven
#SMX #11B @GrpTwentySeven
Test 3 – What the shoe can or will do for you
vs
2.49%
2.97%
#SMX #11B @GrpTwentySeven
Ad Messaging Results
TestAds
CTR
StandardMessageCTRFromHipHoptoJazz
AlwaysReplacing
BuyMore,SaveMore
3.32%
3.31%
SoreFeetAndToes?
3.29%
3.32%
Lightweight&MoldsTo
YourFootShape
2.49%
2.97%
#SMX #11B @GrpTwentySeven
Who stands out?
#SMX #11B @GrpTwentySeven
Wheretonow?
#SMX #11B @GrpTwentySeven
Headline Test 1 – To keyword or not to keyword
vs
6.47%
2.02%
#SMX #11B @GrpTwentySeven
Headline Test 2 – Best Brands vs Buy More, Save More
vs
1.44%
2.57%
#SMX #11B @GrpTwentySeven
Final Results – Headlines
Headlines
CTR
Headlines
NoKeyword
2.02%
Keyword
6.47%
BestBrandsInDance
1.44%
BuyMore,SaveMore
2.57%
#SMX #11B @GrpTwentySeven
Headlines!
#SMX #11B @GrpTwentySeven
§ Knowyouraudience§ Basedecisionsontestresultsinyourownworld
§ Knowwhentoholdsteadyandwhentomoveon
§ Stayclosewithteamandclient–keepthinkingandtalking
§ Keepyoureyesopen§ Utilizeadmessagingtoperfectyourheadlines
In summary
#SMX #11B @GrpTwentySeven
§ Repositionlearning§ Moreheadlinetests§ TestwinningBuyMore,SaveMoreviasitelinks.
§ Furtherdevelop&testsitelinkstrategy
§ Viewyourwholemessage,adtextplusextensions
§ Perfecttheofferanddeliver!
What’s next
#SMX #11B @GrpTwentySeven
KeepPushing…
#SMX #11B @GrpTwentySeven
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
