Post on 07-Jan-2017
#pubcon
how to buildkicka$$ ppc adsthat convert like crazy
by: erin sagin pubcon las vegas, 10/11/16
#pubcon
meet erin• 5+ years in paid search
industry• 7th time presenting at
pubcon• follow me at @erinsagin• currently unemployed
#pubcon
meet erin• 5+ years in paid search
industry• 7th time presenting at
pubcon• follow me at @erinsagin• currently funemployed
#pubcon@erinsagin #pubcon
wordstream, boston, ma
pubcon pit stop, las vegas, nv
google, mountain view, ca
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work at an agency?
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in house?
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key stake holders obsessed with conversions?
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dumb product
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crappy site
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reality: we have very
little control over site
conversions
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ad copy = your best weapon
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erin’s top 5 tips to build
ads that convert
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disclaimer: all of the data featured in this
presentation is that of wordstream, unless
otherwise noted!
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erin’s ad tip #1prequalify your
searchers
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don’t rely on the
spray and pray
approach
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cvr= (captured leads/website visitors) x 100%
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website visitorsview landing page
captured lead
there is huge leverage in changing
the “website visitors” part of the equation by sending more qualified traffic
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shopping ads
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use image extensions in bing ads
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include pricing in your ads
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price extensions
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new!
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erin’s ad tip #2target the right
audience
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high-volume traffic query
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yep, men ?
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adjust bids by age/gender with targeting
new!
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before you take the plunge, know your audience
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erin’s ad tip #3personalize your copy
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humans are inherently selfish
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the more customized your ads are to your users’
search contexts, the
better
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4 in 5 consumers want search ads customized to their city, zip code or
immediate surroundings.-google
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example: popyachts.com
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use geo-customizers to dynamically input nearby locations
13%+
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device makes a big difference, too!
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we used to use device specific-language in our ad
copy
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you cannot create device-specific etas!
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leverage mobile ad extensions!
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using demographic targeting?new!
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stop showing everyon
e the exact same ads
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cater your copy to
your audience
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erin’s ad tip #4write copy that evokes
emotions
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we form gut
reactions in 3
seconds or less
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don’t under-
estimate the
influence of emotion in advertising
source: https://blog.bufferapp.com/science-of-emotion-in-marketing
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emotions incite action
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perry marshall’s swiss army knife tacticyour
customer
you
a thing your
customer loves
a thing your
customer hates
your customer’
s best friend
your customer’
s worst enemy
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• you = divorce attorney• your customer =
scorned wife• her worst enemy = her
cheating husband• something she hates =
his mistress• something she loves =
revenge
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which ad makes you want to get in touch?
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yeah, it’s hard to do that with a tight character count…
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expanded text ads (etas) are a godsend
30-character limit (+5!) new! 30-character headline
80-character description (+10!)new! 15- character url paths47%
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there’s no shortage
of emotions to choose
from
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my personal
favorite = fear of missing
out
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fomo > logical thinking
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
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use countdowns to create urgency
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as sale ends/ supply
diminishes, cvrs
increase up to 3x!
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use ad customizers to automate the process
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erin’s ad tip #5don’t give up on
interested searchers
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newsflash: most visitors won’t convert the first time they meet you…
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but that doesn’t mean they’re not interested…
truth: highly engaged
visitors are more likely to convert later in the
game
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i had every
intention of
staying at a
budget hotel this
week
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and then this happened…
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can you guess where i booked?
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past site visitors = high conversion
rates
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remarketing + search = rlsacreate
unique ads and bids for past sight
visitors
past site visitor + active
searcher!
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works like a charm
2x+ cvr
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don’t forget about existing customers
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run customer
match campaigns
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don’t bother repeating what your prospects/customers
already know
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use copy to counteract common
objections
why are they hesitant to buy in the first place?
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convince them to take the plunge with special
offers/discounts
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take a hint from
mcdonald’s
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just don’t be a creep about it
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ad copy = your best weapon
@erinsagin #pubcon
#pubcon
thank you!
questions? email me at erinsagin@gmail.com
or tweet me @erinsagin