Boost CTR - Sponsor Breakfast Presentation
Transcript of Boost CTR - Sponsor Breakfast Presentation
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Search Insider Summit
Ad Copy: The Third Pillar of Search
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Search Insider Summit PresentationBOOSTCTR™ 2012
Ad creative matters
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Introducing the Third Pillar
Keywords
Bids Ads
10,000Added
100,000Changed
50Written
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The Problem
• Lack of a Proven Methodology
• Lack of Creative Resources
• Insular Perspective
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The Solution: Humans & Machines
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Diversity of perspectivesfrom seasoned writers
Scale V.S.
The Solution: Humans
Competition Gamesmanship
Motivation
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Where to Optimize
Ad Management
The Solution: Software
Brand Campaigns
Head Campaigns
Promotional
Competitive Split Testing
Work Flow
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Ad Contribution Per ImpressionACPI
CTR CR RPICPC CPA …
𝑃𝑟𝑜𝑓𝑖𝑡−𝑀𝑒𝑑𝑖𝑎𝑆𝑝𝑒𝑛𝑑𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠𝑆𝑒𝑟𝑣𝑒𝑑
CTRCR
RPI
CPCCPA
•Comprehensive Metric• True Measure of Ad Copy Performance•Reflects improvements on:•Grabbing Searchers• Capturing More Converting Searchers•Utilizing Media Spend Efficiently
CRCPC CPACTR RPI …CRCPC CPACTR RPI
…
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Browse Certificate Papers[----].comHuge selection of Certificate Papers. Free Shipping On All Orders!
Buy Certificate Papers[-----].comCreate custom certificates using premium papers. Hundreds of Styles!
Examples of Human Insight in PPC Ads
+15% ACPI
+37% ACPI
Certificates They Deserve[-----].com/CertificatesForHeroesImagine Their Faces When you Hand Them Their Personalized Certificate
The Solution: HumansExamples of Human Insight in PPC AdsExample – Top Keyword: Certificate Papers
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Car Rental Deals[----].comCompare Low Rates From Top Brands. Book a Car Rental Deal.
Shop Car Rental Deals[-----].com/CarRentalDealsCompare 100s of Cars For No Fee.Save on Car Rentals In One Search.
+7% ACPI
+62% ACPI
Cheap Car Rentals[-----].com/RentalCarsDon’t Overpay For Your Car Rental. Compare 100s of Car Rental Rates.
The Solution: HumansExamples of Human Insight in PPC AdsExample – Top Keyword: Car Rental Deals
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Concluding Video
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Thank You