How You Can Write Killer Ad Copy

71
How You Can Write Killer Ad Copy SMX Sydney 2009 Lucas Ng

Transcript of How You Can Write Killer Ad Copy

Page 1: How You Can Write Killer Ad Copy

How You Can Write Killer Ad Copy

SMX Sydney 2009Lucas Ng

Page 2: How You Can Write Killer Ad Copy

Let’s Begin with Google’s

Guidelines to Writing Ad Copy

Page 3: How You Can Write Killer Ad Copy

Google Guideline #1

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Use the Keywords

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Use the Keywords(Keywords get 50%

more clicks)

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Use Keywords. Get Bold.

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Google Guideline #2

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Use Prices and Promotions

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Use Prices and Promotions

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Add the Price or Promotion

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Google Guideline #3

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Use a Strong Call-To-Action

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Use a Strong Call-To-Action(The Triple Threat)

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A Strong Call-To-Action:

Increases CTR

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A Strong Call-To-Action:

Sets Customer

Expectations

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A Strong Call-To-Action:

Increases Conversion

Rate

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Use a Strong Call-To-Action

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Page 18: How You Can Write Killer Ad Copy

Add a Strong Call-To-Action

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Page 19: How You Can Write Killer Ad Copy

Google’s Killer Ad Copy Guidelines

1. Use the Keywords2. Use Prices and

Promotions3. Use a Strong Call-To-

Action

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What Else is there to Writing Killer Ad Copy?

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Capitalises the First Letter of Each

Word(Well, almost every

word)

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Capitalises the First Letter of Each Word

Title Case AdEverything is Capitalised

ExceptArticles, Preps & Conjunctions.

CTR: 3.28%Conversion Rate: 2.4%

Lower Case AdOnly the first words in this

adwere capitalised.

CTR: 2.60%Conversion Rate: 1.2%

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Capitalises the First Letter of Each Word

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Understands the Audience

(What is the audience profile and behaviour?)

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Who is Searching?(What age, gender,

geolocation?)

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Who is it for?(Is it for themselves?

Someone else?)

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Why are they Searching?

(What has triggered their search process?)

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Who Else is Influencing the

Searcher?(Does the wife have

the final say?)

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How are They Searching?

(Consider language)

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Understands the Audience

(What is the audience profile and behaviour?)

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Understands the Audience

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Understands the Audience

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Understands the Audience

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Understands the Audience

Marketingexperiments.com Tested 5 Ads 21.5% better vs. 2nd best ad 121% better vs. worst

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Killer Ad Copy Differentiates from

the Rest(Killer ad copy doesn’t

copy other copy)

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Killer Ad Copy Differentiates from

the Rest(In two ways)

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Killer Ad Copy Uses a Unique Selling

Proposition(That’s a USP, folks)

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Is Your WidgetCheaper?

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Is Your WidgetHarder?

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Is Your WidgetFaster?

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Is Your WidgetBetter?

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Is Your WidgetStronger?

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Does Your WidgetShip Faster?

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Does Your WidgetLast Longer?

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Do Your WidgetsCome in a Wider

Variety?

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Differentiates With a USP

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Killer Ad Copy is highly relevant to your Landing Page

(Verify language with 3rd party source)

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Killer Ad CopyUses a

Psychological Trigger

(There are over 30 of them!)

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Sense of UrgencyHurry, this Offer only Valid for Five Minutes

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Desire to CollectHello Kitty, Snoopy, Pokemon, Beanie

Babies

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Desire to BelongBody image, Apple

fans,

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ExclusivityBe One of 50 Owners of this Limited Run

Widget

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Instant Gratification

See Results Immediately!

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Find a Psychological Trigger

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Killer Ad Copy…also Filters Clicks

(Qualify Your Leads)

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Filter Clicks: Qualify Your Leads in Four Ways

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Page 57: How You Can Write Killer Ad Copy

Killer Ad Copy…is a

Continual Process(Of test, refine, test)

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Test, Refine, Test!

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Page 59: How You Can Write Killer Ad Copy

Test, Refine, Test!

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Page 60: How You Can Write Killer Ad Copy

Test, Refine, Test!

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Page 61: How You Can Write Killer Ad Copy

Test, Refine, Test.

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Test for Success

You Must Always be Testing New Ad Copy

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Got Ad Constipation?

Can’t Write a New Ad?

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Got Ad Constipation?

Look at Other Industries – Which Ads

Stand Out?

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Got Ad Constipation?

Look at the Competition Overseas

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Got Ad Constipation?

Try Twitter

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Got Ad Constipation?

Try Magazine Coverswhosdatedwho.com/magazines

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Got Ad Constipation?

Steal from your Sales Team

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Killer Ad Copy• Uses Keywords• Uses Prices & Promotions• Uses a Strong Call-To-

Action• Capitalises the First Letter• Understands the Audience

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Killer Ad Copy• Differentiates• Is Highly Relevant to the

Landing Page• Uses a Psychological Trigger• Filters Clicks• Is a Continual Process of

Testing and Refining

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Thank You

Tweet me @lucasngI would love your feedback!