<< by on November 16th, 2011
I’m very excited to provide live coverage of this #seschi session. Why? So much emphasis is put on landing pages when it comes to PPC and I completely agree, landing pages are very important when it comes to conversion, but if your ads don’t entice the click, it doesn’t matter what your landing page looks like!
Find out what the tips and tricks are for ad copy and ad copy testing:
Matt Lawson, Vice President of Marketing for Marin Software, kicks off the session with his presentation: Taking Paid Search to the Next Level, Tips for Advanced Marketers. Before ad copy is useful, Lawson speaks on the best practices of structuring and managing a pay-per-click advertising account.
How do you improve upon perfection? Unlike New Coke, don’t through out a successful recipe. Instead, improve incrementally.
Apply a holistic methodology to optimization: (4 steps – hmmm I know someone else who uses a 4 step PPC process)
- Campaign Structure
- Review and maintain engine parity.
- Adjust negatives in AdCenter: Lawson emphasizes that not all engine platforms perform the same and it’s important to understand the differences and manage accordingly.
- Shape traffic with match types: Push traffic to exact match terms and away from broad match. Lawson shows how to create 3 different ad groups for each keyword match type and how to use negatives to make sure Google is pushing the correct ad group for the lowest cost-per-click. (Have way too many keywords to do this? Lawson suggests pulling out your top performing keywords as there is likely fewer than you think, making this practice manageable.)
- Micro-segment Facebook audiences: Truly segment ads beyond just women vs men, choose specific age groups of your desired gender to target.
- Don’t limit spend on top performers: You should never run out of budget on your top performing campaigns.
- Get more with accelerated delivery: This pushes your ads whenever relevant queries are made. You should expect an immediate increase in impressions.
- Bid Optimization
- Optimize bids based on day of week: Look at the conversion rates to schedule bid changes according to the day of week performance. (Look at a 30 day period).
- Use headroom to maximize volume: Headroom = Average Bid – Average CPC. Take the headroom and apply the margin to keywords with lower positions.
- Creative Optimization
- Maintain tight ad groups: Make sure the relevancy is high between the keywords and the ad group (too many keywords within an ad group is typically the mistake).
- Check for ad groups without active creative: Many advertisers forget to have creative within ad groups which essentially pauses the ad group.
- Facebook Rotation = Optimization: Rotate ads every 2-3 days or as impressions drop. This could even be simply changing the images. (Good job @lokitis, I know you’re busy doing this everyday!).
David Greenbaum, Founder and CEO of BoostCTR spoke next and had a very interactive presentation giving the audience numerous sets of ad copy and requesting that audience guess which copy was the winner. Not all winning ad copy was obvious!
3 Key Takeaways that Greenbaum wanted us to leave with:
- It’s not only about the Keywords – There are No Secret Formulas that work:
- Appealing to Searcher Psychology: What do you think the searcher is REALLY looking for? (Hint: make sure your verbiage isn’t turning away one gender or another).
- It’s impossible to know the performance of an ad without testing
- Improve incrementally
Top 10 Ad Elements to Test:
- Highlighting Benefits not features
- Presence of Keywords/Intent Words
- Call to action (test multiple)
- Insert specifics like pricing or amount of selection
- Risk mitigation/special offers (money-back)
- Experiment with the display URL
- Formatting/ordering of key elements
- Synonyms within the ad
- Outrageous imagery (Facebook)