Plug and Play: The LEGO Method for Building and Testing PPC Ads
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Transcript of Plug and Play: The LEGO Method for Building and Testing PPC Ads
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
[email protected]@kirstenweis@dac_group
Thank YouYou’re All Beautiful. Enjoy SMX Toronto!SearchMarketingExpo.ca/2013