Plug and Play: The LEGO Method for

Building & Testing PPC Ads

Kirsten WeisenburgerDAC Group

SMX TorontoMarch 20, 2013

Who Are We?

Our goal: Bring your visitors to the ZMOT using outreach, rigorous metrics and strong, conversion-optimized content.

Toronto. Montreal. Vancouver. New York. Cleveland. Louisville. Rochester.

Kirsten WeisenburgerDigital Strategic Planner, DAC GroupPure play digital since 2000, I work with digital content, making it more findable and usable for regular people.

Appear

Appear Relevant

Be Relevant

Applying Best Practice

The Six Elements of Kick-Ass PPC Copy

1. The Keyword2. The Benefit3. The Offer4. Brand Message5. Landing Page Synergy + Call to Action6. “You” or “Your”

Our Test Case

1. The Keyword

Orb Lights

2. The Benefit

Programmable

3. The Offer

Only $21

4. Brand Message

Magical Moonlight Orbs

5. Landing Page Synergy+ Call to Action

Buy Here for Less

6. “You” or “Your”

Make Your Home Glow

Let’s Put it All Together

Orb Lights Only $21

Make Your Home Glow. Programmable

Moon Lights. Buy Here for Less!

Reshuffle to Test Variations

Orb Lights: Buy For Less

Programmable Moon Lights.

Make Your Home Glow. Only $21!

Testing: Change One Variable Per Ad

Find & Replace to Scale Up

[product] [offer]

[you-facing statement]. [benefit]

[brand]. [CTA]!

The End Result: Better Campaigns

• Campaigns that have a strong synergy between

keyword > ad copy > landing page

• Ad copy that has been tested and resonates with real users

= Better Results

= Higher Clickthrough Rate & Quality Score

= Lower Cost per Click

= Better Conversion Rate

= Dramatically lower Cost per Acquisition

kweisenburger@dacgroup.com@kirstenweis@dac_group

Thank YouYou’re All Beautiful. Enjoy SMX Toronto!SearchMarketingExpo.ca/2013