- Case Studies
SMX East Recap: The Nine Billion Ads of Search
Nine billion. It seems like there’s that and many more ads on Google. Hence the title of this session at SMX East Live, which explores strategy for writing great PPC ad copy, even if it seems like all the ideas have been exhausted.
Here’s a quick recap of highlights and insights from the three speakers, Pauline Jakober (Group Twenty Seven, @grptwentyseven), Virginia Tonning (Schneider Electric, @vtonning), and Marty Weintraub (Aimclear, @martyweintraub).
Best Practices for Creating Powerful Ads
Pauline and Virginia spoke about ads in somewhat of a case study context with Pauline focusing on a B2C client and Virginia on her brand, which is a large, international B2B company. A lot of what they talked about, I would classify as “oldies but goodies” with some cool insights, including:
Think About Your Customers When Writing Ads
What features of your product/service are they interested in, what is most important to them, what language do they use – find these by interviewing customers, reading their testimonials & reviews, and interviewing your salespeople that interact directly with customers.
Use Ad Extensions
Especially for complex products and services, the extra space gives you greater ability to explain your benefits, beyond simply just taking up more space on search results. Some additional things to consider are using sitelinks to cross-sell customers on related items and viewing extensions with your ad copy as an overall marketing message.
Look at Your Competitors
See what your top competitors are doing and use that as inspiration to…
No matter what creative idea you think will work to get you better results, test it. Real customer data is what should drive your decision-making and what it shows may surprise you. Maybe customers prefer a simpler message or they don’t value a certain feature as much as you thought they would.
Understanding Effective Ad Strategies
The final speaker, Marty Weintraub, spoke about the brave new world of ad creation. He expects that within 5-8 years, artificial intelligence will have taken over ad copy and with so much of campaign management being automated already, ad creative is the last bastion of the human element in ads and where you can have a significant advantage.
There are lessons we can take from machine-thinking, as demonstrated by Weintraub’s templated strategy for ad variation—locking essential keywords and sentence framework and iterating with synonyms for the other words.
This also reintroduces an old concept in advertising, which is having clients approve these element variations instead of entire ads. Doing this allows agencies to create many ads without having to spend extra time having clients approve each new change.
And finally for anyone who doubts that computers will someday be able to imitate human wording with slang, etc., ask Google search to define a word and click the more info section in the knowledge graph. Google actually tracks a words usage over time, going back to writing from hundreds of years ago, so they know what new words and phrases are trending right now.
Follow Us at SMX East 2016
Curious as to what our team is up to in the Big Apple for SMX East 2016? Follow them on Twitter @bluecorona or on our blog. Be sure to check out more SMX Live Blog posts from our team and the official conference Twitter (@SMX) and hashtag (#SMX).
About The Author: Spencer is a PPC Specialist at Blue Corona. His favorite activities are cooking and making spreadsheets.
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