building fantastic ads in a variable based & human driven creative framework by marty weintraub

#SMX #11B @martyweintraub


MartyWeintraub–Aimclear®

Building Fantastic Ads In a Variable Based & Human Driven

Creative Framework


Today’s Creative Hackz

•  2016:+Machines&PPCHR•  Theories,Packaging,V-Elements•  VariableCreativeFramework•  HumanCreativeTriggers•  GridOfVoice&Function•  CoherentPurchasePath


2016: +Machines & PPC HR


§  Historically,ChannelsTryToGenerateTargeting§  GettingCloserToReplacingMarketersw/Technicians§  DSAAuto-CreatesBothTargeting&Creative§  +ConversionOptimizer=NearTotalAutomation§  DSA+CO+RemarketingReportVarying%s§  ImprovesPerformanceInSOMECases,NotAll§  OptimizationIsAutoOrForAd-Ops&Analysts

Waning Need For Human Marketers


Expanded Text Ads


Expanded Options For Creativity


Superior Structure


Awesome Mobile Realestate


CRAFTING HEADLINE THEORIES: NIMBLE BRAINSTORMING


First Step: Develop Theory Statements


TIMELESS THINKING


Case Study: Selling Low Cost Social PPC Software: Develop Plain Language “Theories”


Go Vertical w/ Theories • NewcustomerswillSWARMtoyourSMB•  TellCorporatecangrowfranchiseswith“Killerbees”• Makeyourfranchise(s)asuperpower(s)• Getseriouslyadvancedsocialtargeting•  SMBfranchisescancrushlocalsocial• Generatequantifiablesalesresults• Gettonsmoresocialreach•  TotallyeffortlesstouseBF• Operateusingmicrobudget,notalotof$$needed


Variables & Constructs


Get Approval For Creative Elements, NOT Complete Ads


Creative Variables: A Framework For

Colorful Ad Writing


Colorful Creative* In This Brutally Sterile,

Half-Baked Machine Jungle

LockQ-Score&SEO-Immoveable*KW(s),FixedOrDynamicInsertion

BuildingACreativeConstruct




Lockwordsessentialforconcept




TakeNoteOfConstruct“Studs”




SemanticFrameworkReadyForCreativeVariables


MartyWeintraub–aimClear®


[Half-Baked] Machine Jungle


MartyWeintraub–aimClear®

[Colorful] Creative* In This [Brutally] [Sterile]

[Half-Baked] Machine [Jungle]


Human Creative Triggers


“Vernacular” Relevance Data


Mining Omnichannel Content For

Creative Insight


("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)


GRID OF “VOICE” + FUNCTION

X


Voice 1: Legal/Stylebook-Safe


Voice 2~ Slight Boundary Push


Voice 3! Risk, Color, Flavor, Edge


Multiply Voice X Function

1-Brand 2-Benefits 3-Alert!

1-Legal 2-Push 3-Risky!

X =9


Coherent, End-To-End Creative Sculpting

Purchase Path


Text 25 Characters – Two Tweet Length Targeting Objects: Search KW & Psychographic Images, Multi-Format Video

Approved Objects: Text + Targeting


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


Unified Creative Intelligence Platform •  Script Creative Pathway •  Any Object, Any Unit, Any Channel •  Pre-Approved Snippets •  Back To The Future! Mad Men Return


“DEFENSIBLE CREATIVE”


1+1+1 = 3 J


Take Awayz

•  Be2016,PlanForBeyond•  Theories,Packaging,V-Elements•  VariableCreativeFramework•  HumanCreativeTriggers•  GridOfVoice&Function•  CoherentPurchasePath


Creative Is A Final Marketing Machine/Human Differentiator


Avoid Obsolescence


Thank YOU! [email protected]