creating and effectively testing your ad copy by carrie albright

CREATING & EFFECTIVELY TESTING YOUR AD COPY

OCT 1, 2014  

WHO ARE YOU?

CARRIE ALBRIGHT SENIOR PPC ACCOUNT MANAGER @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com

@Albright_C

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OVERVIEW

STEP 1: KNOW YOUR SELLING POINTS

STEP 2: KNOW YOUR TESTING STRUCTURE

STEP 3: THE AD TESTING PLAN

STEP 4: WRAPPING IT

STEP 5: SELLING IT

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KNOW YOUR SELLING POINTS  

FEATURES BENEFITS CALL TO ACTION

FREE SHIPPING SAVES MONEY QUALIFY FOR FREE SHIPPING

NEW ARRIVALS MOST UP-TO-DATE STYLES

FIND THE LATEST TRENDS

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. TARGET YOUR AUDIENCE

. KNOW YOUR COMPETITION

. FEATURES/BENEFITS/CTA

KNOW YOUR TESTING STRUCTURE

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Branded Campaign Content/Volume

Academic Program

High Funnel Terms

Geo-targeted program

Specific conversion

type

Non-Branded Product

Non-CRO campaigns

Specific course

offerings

Regional/Cities Seasonal Main site

content

KNOW YOUR TESTING STRUCTURE  

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BIG IDEAS KNOW YOUR TESTING STRUCTURE

MEDIUM SHIFTS SUBTLE CHANGES

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ROUND 1 CONTENT - Engagement  

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FEATURE BENEFIT

QUESTION IN HEADLINE NEW PROMOTION

ROUND 1 CONTENT - Targeting  

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PERSONA SPECIFIC AUDIENCE SPECIFIC

EMOTIONAL VS PRAGMATIC TESTIMONIALS

ROUND 1 CONTENT – Quantitative  

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LOCATION NAME PRICE LISTING

COMPETITION COUNTERING DEADLINE/OFFER URGENCY

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ROUND 1 CONTROL

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ROUND 1 TEST

ROUND 2 CONTENT - Specifics  

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CALL TO ACTION

DAYS VS HOURS

LOCATION NAME

LEARN MORE FIND OUT GET

INFO

48hrs 2 days

Massachusetts Boston, MA

ROUND 2 CONTENT – Word Choice  

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SYNONYMS/WORD ORDER

KEYWORD MODIFIERS

USING “Official Site”

USING “Free”

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ROUND 2 CONTROL

ROUND 2 TEST  

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ROUND 3 CONTENT  

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PUNCTUATION

EXTENDED HEADLINE

ADDED DISPLAY URL

Title Case vs sentence case

"&" versus "and” "&" versus "and”

ROUND 3 CONTENT  

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REVERSING

OWNERSHIP SYMBOLS ™ OR ®

MESSAGE PLACEMENT D1  Feature  /  D2  CTA                      

                 vs.                                            =  D2  CTA  /  D1  Feature  

CTR  Δ  32.76%  

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ROUND 3 CONTROL

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ROUND 3 TEST  

THE AD TESTING PLAN: Intermission

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TOP 5 DETAILS TO INCLUDE

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2. DEVICE SEGMENTATION

3. LABELS – IF YOU’RE NOT USING THEM YET, START NOW.

4. DOCUMENTS FOR RECORDING & REPORTING

5. PREPARE FOR THE PIVOT TABLE & ADVANCED EXCEL FUNCTIONS, SUCH AS TEXT-TO-COLUMNS, CONCATENATE, AND VLOOKUP.

1. ROTATION, ROTATION, ROTATION

THE AD TESTING PLAN

i. DIAGRAM YOUR TEST (A)

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ROUND 1 ROUND 2

ROUND 3

THE AD TESTING PLAN

ii. DIAGRAM YOUR TEST (B)

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TIER 1

ROUND 1 WEEK 1

TIER 2

ROUND 1 WEEK 2

TIER 3

ROUND 1 WEEK 3

TIER 4

ROUND 1 WEEK 4

High Funnel Low Funnel

Branded Display

THE AD TESTING PLAN

ii. DIAGRAM YOUR ROUNDS

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TIER 1 ROUND 1

TIER 1 ROUND 3

THE AD TESTING PLAN

ii. A/B VS A/B/C VS MULTIVARIATE

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THE AD TESTING PLAN

. LABELS.

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(MIC DROP)

THE AD TESTING PLAN

. LIFE WITHOUT LABELS.

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(crickets)

WRAPPING IT UP

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YOU YOUR AD TESTING JOURNEY

WRAPPING IT UP

. VOLUME

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. CONCLUDE BASED ON

. STATISTICAL SIGNIFICANCE

. CONTENT TIME FRAME

WRAPPING IT UP

. VIEWING RESULTS WITH LABELS

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WRAPPING IT UP

. USING PIVOT TABLES TO WRAP YOUR TEST

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SELLING IT

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SELLING IT  

LANGUAGE: Nursing Program in Wash DC vs Nursing Program in DC

WINNER: Wash DC

MARGIN: 18.2% lift in CTR 9.5% lift in conversion rate

NEXT STEPS: “.com/Nursing” vs “.com/RN”  

STEP 1: AD TESTING STEP 2: STEP 3: PROFIT

BETTER QS

SELLING IT

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??? BETTER CTR HEALTHIER ACCOUNT

SELLING IT

. MULTICHANNEL TAKEAWAYS

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CRO TEST 16.1% increased CR

AD TEST MESSAGE 3.05X INCREASE IN CTR 10.4% INCREASE IN CR Social media messaging

Email language

Landing Page & Site Optimizations

Strongest Promotions

WRAP UP

STEP 1: KNOW YOUR SELLING POINT STEP 2: KNOW YOUR TESTING STRUCTURE

STEP 3: THE AD TESTING PLAN STEP 4: WRAPPING IT STEP 5: SELLING IT

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THANK YOU!

CARRIE ALBRIGHT SENIOR PPC ACCOUNT MANAGER @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com

@Albright_C

@Albright_C #SMX

THANK YOU!

@Albright_C #SMX