building fantastic ads in a variable based & human driven creative framework by marty weintraub
Post on 08-Jan-2017
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#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
MartyWeintraub–Aimclear®
Building Fantastic Ads In a Variable Based & Human Driven
Creative Framework
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Today’s Creative Hackz
• 2016:+Machines&PPCHR• Theories,Packaging,V-Elements• VariableCreativeFramework• HumanCreativeTriggers• GridOfVoice&Function• CoherentPurchasePath
#SMX #11B @martyweintraub
2016: +Machines & PPC HR
#SMX #11B @martyweintraub
§ Historically,ChannelsTryToGenerateTargeting§ GettingCloserToReplacingMarketersw/Technicians§ DSAAuto-CreatesBothTargeting&Creative§ +ConversionOptimizer=NearTotalAutomation§ DSA+CO+RemarketingReportVarying%s§ ImprovesPerformanceInSOMECases,NotAll§ OptimizationIsAutoOrForAd-Ops&Analysts
Waning Need For Human Marketers
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Expanded Text Ads
#SMX #11B @martyweintraub
Expanded Options For Creativity
#SMX #11B @martyweintraub
Superior Structure
#SMX #11B @martyweintraub
Awesome Mobile Realestate
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
CRAFTING HEADLINE THEORIES: NIMBLE BRAINSTORMING
#SMX #11B @martyweintraub
First Step: Develop Theory Statements
#SMX #11B @martyweintraub
TIMELESS THINKING
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Case Study: Selling Low Cost Social PPC Software: Develop Plain Language “Theories”
#SMX #11B @martyweintraub
Go Vertical w/ Theories • NewcustomerswillSWARMtoyourSMB• TellCorporatecangrowfranchiseswith“Killerbees”• Makeyourfranchise(s)asuperpower(s)• Getseriouslyadvancedsocialtargeting• SMBfranchisescancrushlocalsocial• Generatequantifiablesalesresults• Gettonsmoresocialreach• TotallyeffortlesstouseBF• Operateusingmicrobudget,notalotof$$needed
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Variables & Constructs
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Get Approval For Creative Elements, NOT Complete Ads
#SMX #11B @martyweintraub
Creative Variables: A Framework For
Colorful Ad Writing
#SMX #11B @martyweintraub
Colorful Creative* In This Brutally Sterile,
Half-Baked Machine Jungle
LockQ-Score&SEO-Immoveable*KW(s),FixedOrDynamicInsertion
BuildingACreativeConstruct
#SMX #11B @martyweintraub
Colorful Creative* In This Brutally Sterile,
Half-Baked Machine Jungle
Lockwordsessentialforconcept
#SMX #11B @martyweintraub
Colorful Creative* In This Brutally Sterile,
Half-Baked Machine Jungle
TakeNoteOfConstruct“Studs”
#SMX #11B @martyweintraub
Colorful Creative* In This Brutally Sterile,
Half-Baked Machine Jungle
SemanticFrameworkReadyForCreativeVariables
#SMX #11B @martyweintraub
MartyWeintraub–aimClear®
Colorful Creative* In This Brutally Sterile,
[Half-Baked] Machine Jungle
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
MartyWeintraub–aimClear®
[Colorful] Creative* In This [Brutally] [Sterile]
[Half-Baked] Machine [Jungle]
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Human Creative Triggers
#SMX #11B @martyweintraub
“Vernacular” Relevance Data
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Mining Omnichannel Content For
Creative Insight
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
("alcohol withdrawal" OR "alcohol withdrawal symptoms" OR "alcohol detox" OR "methadone withdrawal" OR "opiate withdrawal" OR "symptoms of alcohol withdrawal" OR "methadone withdrawal" OR "side effects of methadone" OR "methadone withdrawal symptoms" OR "methadone detox" OR "methadone treatment" OR "methadone high" OR "drug detox" OR "detox symptoms" OR "methadone withdrawal symptoms" OR "detox center" OR "methadone treatment" OR "opiate detox" OR "xanax detox" OR "methadone treatment" OR "suboxone detox" OR "methadone treatment" OR "how to get off methadone" OR "methadone detox" OR "drug detox" OR "is methadone an opiate" OR "alcohol withdrawal timeline" OR "methadone treatment" OR "detox programs" OR "methadone withdrawal" OR "methadone addiction" OR "methadone addiction") AND NOT (best OR findrehabinfo OR "serenity detox" OR settles OR eeoc OR $ OR #followme OR @adstwi OR Sunrise OR facility OR facilities)
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
GRID OF “VOICE” + FUNCTION
X
#SMX #11B @martyweintraub
Voice 1: Legal/Stylebook-Safe
#SMX #11B @martyweintraub
Voice 2~ Slight Boundary Push
#SMX #11B @martyweintraub
Voice 3! Risk, Color, Flavor, Edge
#SMX #11B @martyweintraub
Multiply Voice X Function
1-Brand 2-Benefits 3-Alert!
1-Legal 2-Push 3-Risky!
X =9
#SMX #11B @martyweintraub
Coherent, End-To-End Creative Sculpting
Purchase Path
#SMX #11B @martyweintraub
Text 25 Characters – Two Tweet Length Targeting Objects: Search KW & Psychographic Images, Multi-Format Video
Approved Objects: Text + Targeting
#SMX #11B @martyweintraub
End-To-End Creative: Coherent Creative Path Top Of Funnel, Introduction To Marketing System Landing Page One Retargeting Creative Including RLSA Landing Page Two Rinse & Repeat
#SMX #11B @martyweintraub
Unified Creative Intelligence Platform • Script Creative Pathway • Any Object, Any Unit, Any Channel • Pre-Approved Snippets • Back To The Future! Mad Men Return
#SMX #11B @martyweintraub
“DEFENSIBLE CREATIVE”
#SMX #11B @martyweintraub
1+1+1 = 3 J
#SMX #11B @martyweintraub
Take Awayz
• Be2016,PlanForBeyond• Theories,Packaging,V-Elements• VariableCreativeFramework• HumanCreativeTriggers• GridOfVoice&Function• CoherentPurchasePath
#SMX #11B @martyweintraub
Creative Is A Final Marketing Machine/Human Differentiator
#SMX #11B @martyweintraub
Avoid Obsolescence
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
#SMX #11B @martyweintraub
Thank YOU! marty@aimclear.com
#SMX #11B @martyweintraub
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