How  to  write,  test  and  op/mise  

Effec/ve  PPC  Ad  Copies  

&  

Andreas  Reiffen  Founder  and  CEO,  crealy/cs  GmbH  

Which  ad  copy  performs  beDer?  

Alexander  McQueen®  Shoes  The  new  luxury  shoes  collec/on  by  Alexander  McQueen.  Fast  Shipping!  Alexander_McQueen.example.com  

Alexander  McQueen  Shoes  Shoes  by  Alexander  McQueen.  Order  now  online  at  Example.com!  Example.com/Alexander_McQueen  

1,25%2,00%

CTRConversion Rate

0,92%2,00%

CTRConversion Rate

1.  CTR  Impact  +36% Sales

2.  Posi/on  Impact  +17% Sales

3.  Business  Impact  +59% Sales

…  are  the  key  to  success!  

Outstanding  ad  copies  

Here‘s  how  it  works!  

Create  relevant  ad  copies?  

Reflect  the    user  intent!  

Landing  Page  

Blue  Balmain®  Jacket  City  chic  Blue  Balmain  Jacket    at  Example.com.  Shop  now!  www.example.com/balmain/  

Ad  

Brand: Balmain ®

Colour: Blue

Balmain  jacket  blue  

Balmain  –  Leather  Biker  Jacket  

Create  fundamentally  different  varia/ons!  

 Features  vs.  Benefits  Value  Proposi/ons  Call-­‐to-­‐Ac/on  Psychological  Aspects  Promo/ons  Target  Groups  

Features  vs.  Benefits    

Features  

givenchy  cardigans    

Beau/ful  Givenchy®  Cardigans  Cardigans  by  Givenchy®  cra^ed  in  a  luxurious  blend  of  cashmere  &  silk.  Givenchy.example.com  

Benefits  

creme  givenchy  tote  

Crème  Givenchy®  Tote  Glamorous  Totes  by  Givenchy®  with  room  to  store  all  your  essen/als!  Givenchy.example.com  

Value  Proposi/ons:  Selling  Points  

short  givenchy  dresses  

Givenchy®  Dresses  Stylish  Short  Dresses  by  Givenchy®.    Fast  shipping  &  easy  returns!    Givenchy.example.com  

Value  Proposi/ons:    Shopping  Experience  

givenchy  skirts  

Givenchy®  Skirts  Exclusive  selec/on  of  Givenchy  Skirts  with  perfect  styling  /ps!    Givenchy.example.com    

Call-­‐to-­‐Ac/on:  Research  

jackets  givenchy  

Givenchy®  Jackets  Browse  the  finest  jacket  variety  in    the  official  Givenchy  shop!  Givenchy.example.com  

Call-­‐to-­‐Ac/on:  Evalua/on  

Chloe  leather  bags  

Chloé®  Leather  Bags  Find  the  best  prices  for  Chloé®    Leather  Bags  today  at  Example.com!  Chloe.example.com  

Call-­‐to-­‐Ac/on:  Purchase  

givenchy  dresses  elegant  

Givenchy®  Dresses  Buy  an  Elegant  Givenchy®  Dress  now.  Fast  world  wide  shipping!  Givenchy.example.com  

Psychological  Aspects:    Creden/als  &  Social  Proof  

silk  givenchy  dress  

Givenchy®  Silk  Dress  Ultra-­‐flaDering  Givenchy®  Dresses.  Now  at  UKs  retailer  of  the  year!  Givenchy.example.com  

Psychological:    Scarcity  

alexander  mcqueen  clutch  red  

Alexander  McQueen®  Clutch  Strictly  limited  collec/on  of  Red    Clutches  by  Alexander  McQueen®.  Alexander_McQueen.example.com  

Psychological:    Urgency  

alexander  mcqueen  clutch  

Alexander  McQueen®  Clutch  Clutches  by  Alexander  McQueen®.  Welcome  bonus  un/l  30/11/2014!  Alexander_McQueen.example.com    

Promo/on:    Discount  

alexander  mcqueen  clutch  affordable  

Alexander  McQueen®  Clutch  Affordable  Clutches  by  top    designer  Alexander  McQueen®.  Alexander_McQueen.example.com  

Promo/on:    Coupons  

alexander  mcqueen  clutch  

Alexander  McQueen®  Clutch  Online  and  in  store:  save  15%  on  Clutches  with  code  McQueen-­‐0815!  Alexander_McQueen.example.com  

Target  Group  

balmain  jackets  

Balmain®  Jackets  Elegant  Jackets  by  Balmain®.  For  business  women  with  taste!  Balmain.example.com  

New  ideas  for  ad  copies?  Host  an  Ad  Compe//on    

in  your  company!  

New  ideas  for  ad  copies?  

Leather  jackets  

Example  Leather  jackets  Huge  selec/on  of  leather  jackets  at  Example.  Aaaaaaaahhhhh!    www.example.com/_Leatherjackets  

New  ideas  for  ad  copies?  Bedside  lamp  kids  

Monsters  under  the  bed?  This  bedside  lamp  is  extremely  phat  Bedside  lamp  kids  –  Example.com!  example.com/_Bedside-­‐lamp  

Here‘s  how  it  works!  

Iden/fy  the  best  ad  copies?  

A/B  Split  Tes/ng:  Change  exactly  one  element  

 With  or  without  trademark  symbol  Givenchy  shoes  vs.  shoes  by  Givenchy  www.givenchy.harrods.com  vs.  harrods.com  Free  delivery  vs.  money  back  guarantee  

A/B  Split  Tes/ng:  Change  exactly  one  element  

 Blue  Balmain®  Jacket  City  chic  Blue  Balmain  Jacket    at  Example.com.  Shop  now!  www.example.com/balmain/  

Blue  Balmain®  Jacket  City  chic  Blue  Balmain  Jacket    at  Example.com.  Shop  now!  www.balmain.example.com/  

Mul/variate  Tes/ng:  Change  more  elements  

 Blue  Balmain®  Jacket  City  chic  Blue  Balmain  Jacket  at  Example.com.  Shop  now!  www.example.com/balmain/  

Balmain®  Jacket  in  Blue  City  chic  Blue  Balmain  Jacket    at  Example.com.  Shop  now!  www.balmain.example.com/  

Which  ad  performes  beDer?  

 Blue  Balmain®  Jacket  City  chic  Blue  Balmain  Jacket.  Order  at  Example.com  brand  shop!  www.example.com/balmain/  

Blue  Balmain®  Jacket  City  chic  Blue  Balmain  Jacket.  Fast  world  wide  shipping!  www.example.com/balmain/  

4101,00%

1500,85%

ClicksClick-trough Rate

ClicksClick-trough Rate

Which  ad  performes  beDer?  

 

2  Split  Tes/ng  Tools    www.splittester.com

www.cardinalpath.com/tools

As  not  to  compare    apples  and  pears  

The CTR is dependend ���from the ad position!

Using  scarce  data  reasonable    Here‘s  how  it  works!  

98%  of  all  Keywords  generate  less  than  10  clicks  per  week!  

The  data  volume  problem  

42%  of  all  clicks  43%  of  sales  

…  but  are  responsible  for  …  

Aggregate  data    Total Clicks Impressions CTR

Free Delivery 54944 7154546 0,8%

50% Discount 27087 2584300 1,0%

Aggregate  data      

Total Clicks Impressions CTRFree Delivery 54944 7154546 0,8%

50% Discount 27087 2584300 1,0%

AdGr 1   Clicks   Impressions   CTR  Free Delivery   13278   180238   7,4%  50% Discount   3449   315416   1,1%  

AdGr 2 Clicks Impressions CTRFree Delivery 16383 124023 13%

50% Discount 19358 192810 10%

AdGr 3 Clicks Impressions CTRFree Delivery 25283 6850285 0,4%

50% Discount 4280 2076074 0,2%

Insights  Dashboard    

Ads  with...   Givenchy   Balmain   Etro   Aggregate  Selling  Point   +   +   -­‐   +  

Best  Selling  Point   Fast  Shipping   24  Hours  Delivery  

None   Fast  Shipping  

Call-­‐to-­‐ac/on   +   +   -­‐   +  

Best  Call-­‐to-­‐ac/on   Use  Code   Shop   -­‐   Shop  

Wide  selec/on     +   +   +   +  

5  best  prac/ces  for  effec/ve  ad  copies  1.  Always reflect the user intent!2.  Play with different ad variations!

(www.etro.example.com vs. Example.com/etro, ™ vs. ®, Upper and lower case, Selling Lines, …)

3.  Always bring in testing variations at the same time!

4.  Set „equal ad rotation“!5.  Take your time, ad copy pays off!

Thank  you!  Office  Passau  Brunngasse  1  94032  Passau      +49  851  213728-­‐0    info@crealy/cs.com    

Office  Berlin  Oranienstrasse  185  10999  Berlin      +49  030  6098381-­‐0    www.crealy/cs.com    

Office  London  TEN  Lovat  Lane  10/13  Lovat  Lane  London,  EC3R  8DN    +44  (0)79  4781  2729    www.camato.co.uk    

crealy/cs  GmbH