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10 Unique Ways

To Improve

Ad Copy

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Presenters

• Liam Milner

– Group Account Director at Brainlabs Digital

– @Brainlabs

• Lauren Rosner

– Senior Production Specialist at Hanapin Marketing

– Blogger on PPC Hero

– @ppchero

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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Live Poll Question #2

How do you manage your account(s)?

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a) I’m part of an in-house PPC team.

b) I do all the marketing myself.

c) I work for an agency.

d) I’m a consultant.

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Agenda

❏Why writing ads is fun

❏ Importance of testing

❏Unique ways to write ads

❏ Account structure

❏ Importance of testing, again

❏ Live Q&A Time

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Ad Copy Writer Extraordinaire?

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Ad Copy Writer Extraordinaire?

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Have Educated, Researched Fun

Analyze

Test

Idea

Implement

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Follow the evidence

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Testing

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Using Taglines

These are all examples of companies with established slogans using their ad space more

effectively to talk about selling points.

Would any of these ads be

better if the company’s slogan

was swapped in for part of the

existing ad copy?

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Prices In Headlines

When people are

looking to buy, appeal

to that key factor: price.

Not applicable in every

market - comfort, ease

of use, speed etc. can

be important factors.

Stand out obviously

from the competition.

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Persona Ads

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Persona Ads

VS

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Display URLs

Trademarked terms: Toyota, Camry

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Mobile

Mobile should be no barrier to conversion - don’t be shy about a mobile-

friendly site!

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Emotional Appeal

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Automated ad writingKeyword Build

Ad Copy Build

Using formulas in

Excel, you can easily

turn a new campaign

build into targeted,

relevant ad copy.

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Automated ad writing

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Extended Headlines

Search: Hotels in London

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Removal of sidebar ads

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Ad extensions

Google ads are still ads - the bigger the better!

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Ad Extension Examples

● Sitelinks

● Callout extensions

● Star ratings

● Structured snippets

● Review extensions

● Consumer ratings

● Location extensions

● Call extensions

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Account Structure

Single keyword ad groups give you the control you need to ensure

maximum ad relevancy and clean testing data

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Account Structure

SKAG

+22% CTR

Cut CPA in

Half

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Testing

● DKI Headlines vs Non-DKI Headlines

● Mobile-specific ad text vs all device ad text

● Feature/benefit vs tagline

● Questions vs statements

● Shop now vs buy now

● Total sale price vs % off

● Call now vs contact us

● CTA vs no CTA

● Jargon vs layman’s terms

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Did you know?

Hanapin offers full-time PPC management services in

everything from search and display to social and mobile!

http://www.hanapinmarketing.com/ppc-management/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Brainlabs Digital Feedback: hello@brainlabsdigital.com