7 crazy-effective image ad strategies
TRANSCRIPT
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads
7 CRAZY-EFFECTIVE
IMAGE AD STRATEGI
ESTO 5X YOUR CTRSBY ERIN SAGIN
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#pubcon
MEET ERIN• PPC EVANGELIST &
COMMUNITY MANAGER AT WORDSTREAM
• HAS WORKED IN PAID SEARCH FOR 4+ YEARS
• “FROM” BOSTON, MA
• TWEET ME @ERINSAGIN
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#pubcon
TRUTH: GETTING
PEOPLE TO CLICK ON YOUR ADS IS NO EASY
FEAT
@ERINSAGIN #PUBCON
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#pubcon
YOUR AUDIENCE ISN’T NECESSARILY IN
THE MOOD
@ERINSAGIN #PUBCON
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#pubcon
THEY’RE READING THE
NEWS
@ERINSAGIN #PUBCON
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#pubcon
OR WATCHING PRINCE TELL
KIM KARDASHIAN TO GET OFF THE STAGE
@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
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#pubcon
EVEN WORSE, MOST PEOPLE HATE ADS
@ERINSAGIN #PUBCON
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#pubcon
AD BLOCKERS ARE GAINING PREVALENCE
@ERINSAGIN #PUBCON
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#pubcon
FAR TOO MANY OF US HAVE
GIVEN UP
@ERINSAGIN #PUBCON
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#pubcon
WE’VE SET THE BAR LOW FOR OURSELVES
@ERINSAGIN #PUBCON
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#pubcon
I GET IT. MOST DISPLAY ADS’ CLICK-THROUGH RATES DO
SUCK
@ERINSAGIN #PUBCON
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#pubcon
GDN CLICK-THROUGH RATE DISTRIBUTION
@ERINSAGIN #PUBCON
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#pubcon
“IF YOU HANG AROUND WITH LOSERS YOU BECOME A
LOSER”-DONALD TRUMP
@ERINSAGIN #PUBCON
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#pubcon
STOP SETTLING FOR AVERAGE!
DISTRIBUTION POINT
CLICK-THROUGH
RATE
VS. MEDIA
NMEDIAN .35%TOP 10% 1.88% 5XTOP 5% 2.65% 8XTOP 1% 4.8% 14X
@ERINSAGIN #PUBCON
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#pubcon
BREAK OUT OF THE LOSER
STREAK AND STRIVE FOR
HIGHER CTRS
@ERINSAGIN #PUBCON
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#pubcon
EVEN BETTER, GET A SECRET QUALITY SCORE BOOST
Higher CTR = Lower CPC
A 0.1% increase/decrease yields ~ 20%
increase/decrease in CPC!
@ERINSAGIN #PUBCON
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#pubcon
YOUR ADS
DON’T HAVE TO
SUCK!@ERINSAGIN #PUBCON
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#pubcon
YEAH, I KNOW. IT’S EASIER SAID THAN DONE…
@ERINSAGIN #PUBCON
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#pubcon
ERIN’S TOP 7IMAGE AD
CREATIVE TIPS
@ERINSAGIN #PUBCON
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #1
HOOK ‘EM EARLY@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
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#pubcon
WHO HAS A LONGER ATTENTION SPAN?
A GOLDFISHJOE LARATRO
8 SECON
DS
9 SECOND
S@ERINSAGIN #PUBCON
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#pubcon
IDENTIFY COPY THAT WORKS WELL ON OTHER CHANNELS
@ERINSAGIN #PUBCON
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#pubcon
STEAL IDEAS FROM CONTENT
MARKETERS
@ERINSAGIN #PUBCON
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#pubcon
HACK: USE BUZZSUMO TO SEE WHAT’S WORKING FOR OTHERS
@ERINSAGIN #PUBCON
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#pubcon
OR, DOUBLE UP!
@ERINSAGIN #PUBCON
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #2
GET PERSONAL@ERINSAGIN #PUBCON
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#pubcon
FACT: HUMANS ARE INHERENTLY SELFISH
@ERINSAGIN #PUBCON
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#pubcon
What’s in it for me?
@ERINSAGIN #PUBCON
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#pubcon
FINALLY! A VOICE OF REASON
@ERINSAGIN #PUBCON
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#pubcon
REMARKETING ADS YIELD AWESOME CTRS
USERS ARE 76% MORE LIKELY TO
CLICK ON A REMARKETING
AD!
@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
FACT: I HAVE A SERIOUS THING FOR JENI’S SPLENDID ICE
CREAM
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#pubcon@ERINSAGIN #PUBCON
MORE IMPORTANT FACT: I CAN’T AFFORD IT
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#pubcon
FAST FORWARD A FEW ADS…
@ERINSAGIN #PUBCON
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#pubcon
PEOPLE ACTUALLY LIKE THESE ADS!
REMARKETING ADS FATIGUED AT LESS THAN
½ THE RATE OF NON-REMARKETING DISPLAY
ADS!
@ERINSAGIN #PUBCON
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#pubcon
Identity Based Targeting Is A Game Changer
IDENTITY BASED TARGETING IS A GAME-
CHANGER
@ERINSAGIN #PUBCON
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#pubcon
MATCH YOUR COPY/IMAGERY TO YOUR
TARGET AUDIENCE
@ERINSAGIN #PUBCON
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#pubcon
SEGMENT YOUR AUDIENCES
@ERINSAGIN #PUBCON
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#pubcon
SERVE ADS THAT ARE CATERED TO THEIR DEMOGRAPHIC
@ERINSAGIN #PUBCON
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #3APPEAL TO THEIR
EMOTIONS@ERINSAGIN #PUBCON
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#pubcon
EMOTIONS ARE MORE LIKELY TO
SPUR ACTION THAN
FACTUAL INFORMATION
@ERINSAGIN #PUBCON
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#pubcon
SCIENCE!!!
@ERINSAGIN #PUBCON
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#pubcon
HUMANS FEEL FIRST, THINK
SECOND
@ERINSAGIN #PUBCON
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#pubcon
HACK: PERRY MARSHALL’S SWISS ARMY KNIFE
YOUR CUSTOMER
YOU
A THING HE HATES
HIS BEST FRIEND
HIS WORST ENEMY
A THING HE LOVES
@ERINSAGIN #PUBCON
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#pubcon
EXAMPLE: SHAME/DISGUST
CTR WAS 37% HIGHER!
@ERINSAGIN #PUBCON
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#pubcon
TOP 10 EMOTIONAL
DRIVERS1. AMUSMENT2. INTEREST3. SURPRISE4. HAPPINESS5. DELIGHT6. PLEASURE7. JOY8. HOPE9. AFFECTION10.EXCITEMENT
@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
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#pubcon
WHEN IN DOUBT, TURN TO HUMOR
@ERINSAGIN #PUBCON
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#pubcon
EXAMPLE: FUNNY IMAGERY
CTR IS 8X
HIGHER!
@ERINSAGIN #PUBCON
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #4EMBRACE YOUR INNER
FREAK@ERINSAGIN #PUBCON
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#pubcon
THIS OCCURRED TO US BY ACCIDENT
YIELDED 60% MORE CLICKS THAN
AVERAGE AD!!
@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
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#pubcon
IT’S NOTHING NEW
@ERINSAGIN #PUBCON
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#pubcon
EVEN YOUR GRANDPARENTS FELL FOR IT!
@ERINSAGIN #PUBCON
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#pubcon
A CHEEKY HINT IS ALL IT TAKES
CTR WAS 48%
HIGHER!
@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
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#pubcon
ALERT: EXERCISE CAUTION
@ERINSAGIN #PUBCON
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#pubcon
DON’T BE THIS GUY!
@ERINSAGIN #PUBCON
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #5MAKE ‘EM SWEAT
@ERINSAGIN #PUBCON
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#pubcon@ERINSAGIN #PUBCON
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#pubcon
SCARCITY PRINCIPLE = ECONOMIC PRINCIPLE IN
WHICH A LIMITED SUPPLY OF A GOOD, COUPLED WITH HIGH DEMAND FOR THAT
GOOD, RESULTS IN A MISMATCH BETWEEN THE
DESIRED SUPPLY AND DEMAND EQUILIBRIUM
@ERINSAGIN #PUBCON
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#pubcon
FOMO > LOGICAL THINKING
@ERINSAGIN #PUBCON
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#pubcon
24% CTR
EXAMPLE: HULT
INTERNATIONAL BUSINESS
SCHOOL
@ERINSAGIN #PUBCON
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#pubcon
AS SALE ENDS/SUPPLY
DIMINISHES, CTRS AND CVRS INCREASE
UP TO 3X!
USE COUNTDOWNS TO CONVEY
URGENCY
@ERINSAGIN #PUBCON
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#pubcon
HACK: USE AD CUSTOMIZERS
TO AUTOMATE
THE PROCESS
@ERINSAGIN #PUBCON
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#pubcon
INCLUDE CLEVER
IMAGERY TO REINFORCE
YOUR MESSAGE
@ERINSAGIN #PUBCON
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #6LEVERAGE THE POWER
OF GIFS@ERINSAGIN #PUBCON
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#pubcon
“IF A PICTURE IS WORTH A THOUSAND WORDS, A GIF IS WORTH 10,000. GIFS ARE A
MINI-VEHICLE FOR STORYTELLING, CAPTURING
EMOTIONS AND COMMUNICATING THEM IN A CONCISE WAY THAT WORDS
AND PICTURES ALONE CANNOT.”
-JOE PUGLISI, SENIOR CREATIVE STRATEGIST, BUZZFEED
@ERINSAGIN #PUBCON
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#pubcon
GOOD GIFS DEMAND
ATTENTION AND CONVEY EMOTION
WITHOUT BEING DISRUPTIVE
@ERINSAGIN #PUBCON
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#pubcon
IT’S GETTING EASIER TO
SHARE GIFS ON TWITTER
@ERINSAGIN #PUBCON
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#pubcon
AND FACEBOOK,
TOO!
@ERINSAGIN #PUBCON
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#pubcon
NOT-SO-SEXY PRODUCT?
@ERINSAGIN #PUBCON
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#pubcon
TRY A GIF!2X HIGHER CTR THAN NON-GIF
AD!
@ERINSAGIN #PUBCON
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#pubcon
COMPLICATED PRODUCT?
@ERINSAGIN #PUBCON
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#pubcon
CONVEY MULTIPLE
MESSAGES WITH GIFS
@ERINSAGIN #PUBCON
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#pubcon
Avoid the Strobe Light EffectBE TASTEFUL WITH YOUR GIF-ING!
@ERINSAGIN #PUBCON
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#pubcon
7 Crazy-Effective Strategies to Create Clickable Image Ads AD CREATIVE TRICK #7ADJUST IMAGES BY
VENUE@ERINSAGIN #PUBCON
![Page 80: 7 Crazy-Effective Image Ad Strategies](https://reader036.vdocument.in/reader036/viewer/2022062412/5871f90a1a28ab5c348b71dd/html5/thumbnails/80.jpg)
#pubcon
WHEN I’M SCOPING OUT CLOTHES, THE LAST THING I
WANT TO THINK ABOUT IS
GARDENING
@ERINSAGIN #PUBCON
![Page 81: 7 Crazy-Effective Image Ad Strategies](https://reader036.vdocument.in/reader036/viewer/2022062412/5871f90a1a28ab5c348b71dd/html5/thumbnails/81.jpg)
#pubcon
THAT’S MORE LIKE IT…
@ERINSAGIN #PUBCON
![Page 82: 7 Crazy-Effective Image Ad Strategies](https://reader036.vdocument.in/reader036/viewer/2022062412/5871f90a1a28ab5c348b71dd/html5/thumbnails/82.jpg)
#pubcon
MATCH YOUR IMAGES TO THE LOOK AND FEEL OF THE VENUE
@ERINSAGIN #PUBCON
![Page 83: 7 Crazy-Effective Image Ad Strategies](https://reader036.vdocument.in/reader036/viewer/2022062412/5871f90a1a28ab5c348b71dd/html5/thumbnails/83.jpg)
#pubcon
GOAL: FIT IN AND STAND OUT AT THE SAME TIME
@ERINSAGIN #PUBCON
![Page 84: 7 Crazy-Effective Image Ad Strategies](https://reader036.vdocument.in/reader036/viewer/2022062412/5871f90a1a28ab5c348b71dd/html5/thumbnails/84.jpg)
#pubcon
REMEMBER, YOUR
ADS DON’T
HAVE TO SUCK!@ERINSAGIN
#PUBCON
![Page 85: 7 Crazy-Effective Image Ad Strategies](https://reader036.vdocument.in/reader036/viewer/2022062412/5871f90a1a28ab5c348b71dd/html5/thumbnails/85.jpg)
#pubcon
THANKYOU!@ERINSAGIN
WORDSTREAM