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How to Write, Test and Optimise Effective AdWords Ad Copies

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Crealytics
Crealytics

A great AdWords ad is the doorstep to your online shop. They should be outstanding and relevant in order to perfectly reflect the search query and wow the users. To achieve this, Andreas Reiffen, CEO of crealytics, presents several options. Amongst others are value propositions, call-to-actions and promotions.

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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% CTR Conversion Rate 0,92% 2,00% CTR Conversion 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/   410 1,00% 150 0,85% Clicks Click-trough Rate Clicks Click-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 CTR Free 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 CTR Free Delivery 16383 124023 13% 50% Discount 19358 192810 10% AdGr 3 Clicks Impressions CTR Free 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    

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How to Write, Test and Optimise Effective AdWords Ad Copies

  • 1. How  to  write,  test  and  op/mise   Effec/ve  PPC  Ad  Copies  
  • 2. &   Andreas  Reiffen   Founder  and  CEO,  crealy/cs  GmbH  
  • 3. 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% CTR Conversion Rate 0,92% 2,00% CTR Conversion Rate
  • 4. 1.  CTR  Impact   +36% Sales
  • 5. 2.  Posi/on  Impact   +17% Sales
  • 6. 3.  Business  Impact   +59% Sales
  • 7. …  are  the  key  to  success!   Outstanding  ad  copies  
  • 8. Here‘s  how  it  works!   Create  relevant  ad  copies?  
  • 9. 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  
  • 10. Create  fundamentally   different  varia/ons!    Features  vs.  Benefits   Value  Proposi/ons   Call-­‐to-­‐Ac/on   Psychological  Aspects   Promo/ons   Target  Groups  
  • 12. Features   givenchy  cardigans     Beau/ful  Givenchy®  Cardigans   Cardigans  by  Givenchy®  cra^ed  in  a   luxurious  blend  of  cashmere  &  silk.   Givenchy.example.com  
  • 13. Benefits   creme  givenchy  tote   Crème  Givenchy®  Tote   Glamorous  Totes  by  Givenchy®  with   room  to  store  all  your  essen/als!   Givenchy.example.com  
  • 14. Value  Proposi/ons:  Selling  Points   short  givenchy  dresses   Givenchy®  Dresses   Stylish  Short  Dresses  by  Givenchy®.     Fast  shipping  &  easy  returns!     Givenchy.example.com  
  • 15. Value  Proposi/ons:     Shopping  Experience   givenchy  skirts   Givenchy®  Skirts   Exclusive  selec/on  of  Givenchy   Skirts  with  perfect  styling  /ps!     Givenchy.example.com    
  • 16. Call-­‐to-­‐Ac/on:  Research   jackets  givenchy   Givenchy®  Jackets   Browse  the  finest  jacket  variety  in     the  official  Givenchy  shop!   Givenchy.example.com  
  • 17. 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  
  • 18. Call-­‐to-­‐Ac/on:  Purchase   givenchy  dresses  elegant   Givenchy®  Dresses   Buy  an  Elegant  Givenchy®  Dress  now.   Fast  world  wide  shipping!   Givenchy.example.com  
  • 19. 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  
  • 20. Psychological:     Scarcity   alexander  mcqueen  clutch  red   Alexander  McQueen®  Clutch   Strictly  limited  collec/on  of  Red     Clutches  by  Alexander  McQueen®.   Alexander_McQueen.example.com  
  • 21. Psychological:     Urgency   alexander  mcqueen  clutch   Alexander  McQueen®  Clutch   Clutches  by  Alexander  McQueen®.   Welcome  bonus  un/l  30/11/2014!   Alexander_McQueen.example.com    
  • 22. Promo/on:     Discount   alexander  mcqueen  clutch  affordable   Alexander  McQueen®  Clutch   Affordable  Clutches  by  top     designer  Alexander  McQueen®.   Alexander_McQueen.example.com  
  • 23. 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  
  • 24. Target  Group   balmain  jackets   Balmain®  Jackets   Elegant  Jackets  by  Balmain®.   For  business  women  with  taste!   Balmain.example.com  
  • 25. New  ideas  for  ad  copies?   Host  an  Ad  Compe//on     in  your  company!  
  • 26. New  ideas  for  ad  copies?   Leather  jackets   Example  Leather  jackets   Huge  selec/on  of  leather  jackets   at  Example.  Aaaaaaaahhhhh!     www.example.com/_Leatherjackets  
  • 27. 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  
  • 28. Here‘s  how  it  works!   Iden/fy  the  best  ad  copies?  
  • 29. 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  
  • 30. 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/  
  • 31. 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/  
  • 32. 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/   410 1,00% 150 0,85% Clicks Click-trough Rate Clicks Click-trough Rate
  • 33. Which  ad   performes  beDer?    
  • 34. 2  Split  Tes/ng  Tools    www.splittester.com www.cardinalpath.com/tools
  • 35. As  not  to  compare     apples  and  pears   The CTR is dependend from the ad position!
  • 36. Using  scarce  data  reasonable    Here‘s  how  it  works!  
  • 37. 98%  of  all  Keywords  generate   less  than  10  clicks  per  week!   The  data  volume  problem  
  • 38. 42%  of  all  clicks   43%  of  sales   …  but  are  responsible  for  …  
  • 39. Aggregate  data    Total Clicks Impressions CTR Free Delivery 54944 7154546 0,8% 50% Discount 27087 2584300 1,0%
  • 40. Aggregate  data       Total Clicks Impressions CTR Free 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 CTR Free Delivery 16383 124023 13% 50% Discount 19358 192810 10% AdGr 3 Clicks Impressions CTR Free Delivery 25283 6850285 0,4% 50% Discount 4280 2076074 0,2%
  • 41. 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     +   +   +   +  
  • 42. 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!
  • 43. 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