How to Build Kickass Ads That Convert Like Crazy

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how to buildkicka$$ ppc adsthat convert like crazy

by: erin sagin pubcon las vegas, 10/11/16

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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


work at an agency?


in house?


key stake holders obsessed with conversions?


dumb product


crappy site


reality: we have very

little control over site

conversions

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ad copy = your best weapon

@erinsagin #pubcon


erin’s top 5 tips to build

ads that convert


disclaimer: all of the data featured in this

presentation is that of wordstream, unless

otherwise noted!


erin’s ad tip #1prequalify your

searchers


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!


erin’s ad tip #2target the right

audience


high-volume traffic query


yep, men ?


adjust bids by age/gender with targeting

new!


before you take the plunge, know your audience


erin’s ad tip #3personalize your copy


humans are inherently selfish


the more customized your ads are to your users’

search contexts, the

better


4 in 5 consumers want search ads customized to their city, zip code or

immediate surroundings.-google


example: popyachts.com


use geo-customizers to dynamically input nearby locations

13%+


device makes a big difference, too!


we used to use device specific-language in our ad

copy


you cannot create device-specific etas!


leverage mobile ad extensions!


using demographic targeting?new!


stop showing everyon

e the exact same ads


cater your copy to

your audience


erin’s ad tip #4write copy that evokes

emotions


we form gut

reactions in 3

seconds or less


don’t under-

estimate the

influence of emotion in advertising

source: https://blog.bufferapp.com/science-of-emotion-in-marketing


emotions incite action


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


• you = divorce attorney• your customer =

scorned wife• her worst enemy = her

cheating husband• something she hates =

his mistress• something she loves =

revenge


which ad makes you want to get in touch?


yeah, it’s hard to do that with a tight character count…


expanded text ads (etas) are a godsend

30-character limit (+5!) new! 30-character headline

80-character description (+10!)new! 15- character url paths47%


there’s no shortage

of emotions to choose

from


my personal

favorite = fear of missing

out


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


use countdowns to create urgency


as sale ends/ supply

diminishes, cvrs

increase up to 3x!


use ad customizers to automate the process


erin’s ad tip #5don’t give up on

interested searchers


newsflash: most visitors won’t convert the first time they meet you…


but that doesn’t mean they’re not interested…

truth: highly engaged

visitors are more likely to convert later in the

game


i had every

intention of

staying at a

budget hotel this

week


and then this happened…


can you guess where i booked?


past site visitors = high conversion

rates


remarketing + search = rlsacreate

unique ads and bids for past sight

visitors

past site visitor + active

searcher!


works like a charm

2x+ cvr


don’t forget about existing customers


run customer

match campaigns


don’t bother repeating what your prospects/customers

already know


use copy to counteract common

objections

why are they hesitant to buy in the first place?


convince them to take the plunge with special

offers/discounts


take a hint from

mcdonald’s


just don’t be a creep about it

#pubcon

ad copy = your best weapon

@erinsagin #pubcon

#pubcon

thank you!

questions? email me at [email protected]

or tweet me @erinsagin

How to Build Kickass Ads That Convert Like Crazy

Marketing

Transcript of How to Build Kickass Ads That Convert Like Crazy