Getting Your Ads Right First Time! Case Study: $300 For An Ad?
June 22, 2012
When it comes to writing ads, even the best of us can be guilty of getting a little lazy. Considering how easy it is to swap ads in and out with AdWords Editor, it’s no wonder that we often just throw some ads up and think we’ll switch out the one that isn’t doing so well once we have some data.
However, what if you had an account where you had to pay for every new ad you wrote? What would you do differently? This exact issue occurred recently in one of my accounts. I won’t go into too much detail, but I will say that for legal reasons each set of ads had to be approved at a cost of $300 a time. This meant changing the angle of attack from our normal strategy of regularly testing multiple variables and switching them out as soon as we have enough data. We certainly had to be a little more purposeful about every test and be fairly confident everything we were doing had real value.
The good thing to come out of paying $300 for every ad approval is that it serves as a fairly strong incentive to write some darn good ads! The client wasn’t going to be happy if they thought I was wasting their money on decidedly average ad copy. In order to write the best ads we can, we like to use a feature-benefit matrix to get all our ideas down in one easy place. Not only does this make writing ad copy quicker, but also makes it easier to compare all your potential ads in one go. Take a quick look at this blank matrix below:
In the first column list the top 5 features of your product. Features are the factual statements about what makes your product good: 1000s of new models, free shipping, 30-day free trial etc. Once you’ve listed these try and think of 2-3 benefits for each – these are things that answer the customer’s question “why should I care?” As people with a sales background tell me: You don’t sell features, you sell benefits! Finally, add in some calls to action that you think will work on your particular audience. I’ve filled in one for the fictional wig retailer Jerry’s Wigs:
If you need some help with your CTA column, PPC Hero Kayla Kurtz wrote a great post on writing compelling calls to action earlier this week.
Once you are happy with your list, go through and highlight the key messages you think will have the most impact. See if you can get the opinion of a few other people in your office too, especially if you are paying for each of these ads. Below I’ve highlighted what I consider to be the stronger features/benefits/CTAs for Jerry’s Wigs.
With this in place you have everything you need to write an ad that will touch on all the strongest selling points of your product. Here’s an example I’ve created based on the cells highlighted above. Obviously not everything will fit perfectly but the idea is to get as much as you can in your ad.
The great thing about using ad matrixes is that you can quickly email them back and forth with your client and get them to add rows/columns and to approve all the potential messaging you might want to go with.
So, back to the $300 question – how does this help me? Well, first it means you write the best possible ad first time round. It also gives you a great place to work from if that ad isn’t successful. You can begin eliminating some of the cells from your matrix each time you run a new ad. Eventually, you will have tested most of these features and benefits in just a small number of iterations, rather than over 50 slightly tweaked ads. Make sure to start with two ads that go with different combinations from your F/B matrix in order to get a feel early for which ones have the best overall cost per conversion.
As always, if any of you have come up with any other great ad writing tips, let me know in the comments below.
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.
Where Does Your Hero Conf Dollar (or Pound) Go?
5 Common Excel Issues And How To Fix
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them.
[New Whitepaper!] Guide to Google AdWords: Advanced Edition
In this whitepaper, you will gain a greater understanding of the distinction between e-commerce and lead generation PPC strategies, learn the effective use of Remarketing, how to utilize advanced segmentation for improved targeting, cross-device attribution, and how to use automated rules in your accounts.
Google Announces Controversial Updates To The Keyword Planner Tool
Google updated the AdWords Community on the state of the Keyword Planner tool and the response from several advertisers was quite dramatic.
7 Overlooked Facebook Power Editor Features That Will Save You Time
I will be sharing often overlooked time-saving features for Facebook Power Editor so you can spend more energy on the tactics and strategy.
Ecommerce Secrets with Google, Bing, & Hanapin - New Webinar Panel!
This Thursday, August 18th at noon EST, we'll be hosting a webinar called "Supercharge Holiday Sales With These Must-Have PPC Tactics." Presenters include Carrie Albright, Jose Rodriguez, Purna Virji, and Matt Umbro.