With all the optimization work that goes into PPC, it’s easy to lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks. In this webinar presentation, experts from Hanapin Marketing and Brainlabs Digital go through 10 unique ways to breathe new life back into your PPC ads and discuss why testing that ad copy is such an important tactic in your strategy.

1. #thinkppc
&HOSTED BY:
10 Unique Ways
To Improve
Ad Copy

2. #thinkppc
Presenters
• Liam Milner
– Group Account Director at Brainlabs Digital
– @Brainlabs
• Lauren Rosner
– Senior Production Specialist at Hanapin Marketing
– Blogger on PPC Hero
– @ppchero

3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
questions.

4. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

5. #thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

6. #thinkppc
Agenda
❏ Why writing ads is fun
❏ Importance of testing
❏ Unique ways to write ads
❏ Account structure
❏ Importance of testing, again
❏ Live Q&A Time

7. #thinkppc
Ad Copy Writer Extraordinaire?

8. #thinkppc
Ad Copy Writer Extraordinaire?

9. #thinkppc
Have Educated, Researched Fun
Analyze
Test
Idea
Implement

10. #thinkppc
Follow the evidence

11. #thinkppc
Testing

12. #thinkppc
Using Taglines
These are all examples of companies with established slogans using their ad space more
effectively to talk about selling points.
Would any of these ads be
better if the company’s slogan
was swapped in for part of the
existing ad copy?

13. #thinkppc
Prices In Headlines
When people are
looking to buy, appeal
to that key factor: price.
Not applicable in every
market - comfort, ease
of use, speed etc. can
be important factors.
Stand out obviously
from the competition.

14. #thinkppc
Persona Ads

15. #thinkppc
Persona Ads
VS

16. #thinkppc
Display URLs
Trademarked terms: Toyota, Camry

17. #thinkppc
Mobile
Mobile should be no barrier to conversion - don’t be shy about a mobile-
friendly site!

18. #thinkppc
Emotional Appeal

19. #thinkppc
Automated ad writing
Keyword Build
Ad Copy Build
Using formulas in
Excel, you can easily
turn a new campaign
build into targeted,
relevant ad copy.

20. #thinkppc
Automated ad writing

21. #thinkppc
Extended Headlines
Search: Hotels in London

22. #thinkppc
Removal of sidebar ads

23. #thinkppc
Ad extensions
Google ads are still ads - the bigger the better!

24. #thinkppc
Ad Extension Examples
● Sitelinks
● Callout extensions
● Star ratings
● Structured snippets
● Review extensions
● Consumer ratings
● Location extensions
● Call extensions

25. #thinkppc
Account Structure
Single keyword ad groups give you the control you need to ensure
maximum ad relevancy and clean testing data

26. #thinkppc
Account Structure
SKAG
+22% CTR
Cut CPA in
Half

27. #thinkppc
Testing
● DKI Headlines vs Non-DKI Headlines
● Mobile-specific ad text vs all device ad text
● Feature/benefit vs tagline
● Questions vs statements
● Shop now vs buy now
● Total sale price vs % off
● Call now vs contact us
● CTA vs no CTA
● Jargon vs layman’s terms

28. #thinkppc
Did you know?
Hanapin offers full-time PPC
management services in
everything from search and
display to social and mobile!
http://www.hanapinmarketing.com/ppc-management/

29. #thinkppc
Live Q&A Time!

30. #thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Brainlabs Digital Feedback: hello@brainlabsdigital.com