how to write, test and optimise effective adwords ad copies
Post on 14-Jul-2015
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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%
CTRConversion Rate
0,92%2,00%
CTRConversion Rate
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
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?
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
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/
4101,00%
1500,85%
ClicksClick-trough Rate
ClicksClick-trough Rate
Aggregate data Total Clicks Impressions CTR
Free Delivery 54944 7154546 0,8%
50% Discount 27087 2584300 1,0%
Aggregate data
Total Clicks Impressions CTRFree 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 CTRFree Delivery 16383 124023 13%
50% Discount 19358 192810 10%
AdGr 3 Clicks Impressions CTRFree 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!
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