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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
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?