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Industry ad experts Trada and BoostCTR show you how to cure your campaign of sickly ad copy - and beat your competitors in PPC with compelling, clickable ads. Check out Trada Reviews here: http://www.trada.com/trada-reviews/
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#PPCaddoctorstrada.com
The PPC Ad
Doctors Are In!
#PPCaddoctorstrada.comtrada.com
Anna Sawyer, Marketing Manager@annafsawyer
Rob Lenderman, Co-Founder, BoostCTR
@boostctr
trada.com
trada.comRob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Why do we needgreat ads?
trada.com
There are a lot of ads on a search results page.
You need to figure out how to get a user to click on yours.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Structure success: ad groups
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Starting with small, thematically relevant ad groups is the best way to get a good Quality Score and place a highly targeted ad in front of a user.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Ad groups are groups of keywords that share a common set of ads.
trada.com
ad group:stethoscopes
Looking for Stethoscopes?All Styles on Sale: Cardio, IM, RNSafe & Secure with Free Shippingtradamedicalsupplies.com/stethoscopes
Professional StethoscopesCompare Types of StethoscopesQualified orders over $25 ship freetradamedicalsupplies.com/stethoscopes
2011 Best StethoscopesHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes
Stethoscope ReviewsHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes
compare stethoscopesstethoscope reviews
best stethoscope2011 stethoscope reviews
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Start by organizing your keywords into small, relevant ad groups.
trada.com
product
tail size
concept terminology
theme
point in sales funnel
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Try targeting points in the sales funnel to get inside the head of the searcher!
product
tail size
concept terminology
theme
point in sales funnel
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
The sales funnel:
Research
Direct
Price/Feature Comparison
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
I need something to help me listen to hearts!
I want a Littmann Cardiology 3 stethoscope
I’m determining which stethoscope to buy.
Looking for Stethoscopes?See our styles: Cardio, IM, RNLive Agent Ready for your Questionstradamedicalsupplies.com/stethoscopes
2011 Best StethoscopesHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes
Littman StethoscopesAll models of Littman Cardiology Stethoscopes. Free Shipping!tradamedicalsupplies.com/littman-stethoscopes
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Build your ad groups around points in the sales
funnel.
trada.com
ad group:stethoscopes, price/feature
comparison
Looking for Stethoscopes?All Styles on Sale: Cardio, IM, RNSafe & Secure with Free Shippingtradamedicalsupplies.com/stethoscopes
Professional StethoscopesCompare Types of StethoscopesQualified orders over $25 ship freetradamedicalsupplies.com/stethoscopes
2011 Best StethoscopesHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes
Stethoscope ReviewsHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes
compare stethoscopesstethoscope reviews
best stethoscope2011 stethoscope reviews
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Differentiate yourself!
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Type your keywords into a search engine.
What are your competitors promising?
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Based on your competitive research,
determine how you can stand out.
trada.com
secure download
huge selection
shipping deals
price
If your competitors are writing ads about price,
offer great selection or
service.
trada.com
Every Type of StethoscopeMassive Selection, Free ReturnsAward-Winning Customer Service.tradamedicalsupplies.com/stethoscopes
Discount StethoscopesLowest Prices on StethoscopesBulk Saves 20%. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
price/offer
selection/service
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
How else can you differentiate?
trada.com
Looking for Stethoscopes?Browse our Virtual WarehouseFree Shipping and Returnstradamedicalsupplies.com/stethoscopes
Premium Stethoscopes“I Loved the Selection and Price!”Lifetime Warranty, 100% Guaranteedtradamedicalsupplies.com/stethoscopes
testimonial/warranty
free shipping
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Get emotional.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Use compelling, emotionally-charged language to increase
click-through rates.
trada.com
rock-bottom prices
offer ends soon
incredible deals
massive selection
trada.com
The anatomy of a great ad
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
compelling copy
title casing
a standoutoffer
targetedmessaging
calls-toaction
a sense ofurgency
A great ad has many elements.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
Conversational headlines attract attention.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
Calls-to-action tell a user what to expect
when she clicks!
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
An offer or discount can stand out against
the crowd.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
Title casing is proven to improve
click-through rate.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.com
Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
Create a sense of urgency with promotions and end dates.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Never stop testing!
trada.com
Paid search is an incredibly powerful message-testing
platform.
Keep testing
Use what you learn
Get immediate data
Test your ads
trada.com
Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
Depending on your spend, test up to 4 ads/ad group.
Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer
Looking for Stethoscopes?Massive Selection, Lowest PricesBulk Saves 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes
Looking for Stethoscopes?Massive Selection, Lowest Prices100% Satisfaction Guaranteedtradamedicalsupplies.com/stethoscopes
Looking for Stethoscopes?Massive Selection, Lowest PricesFree Shipping and Easy Returnstradamedicalsupplies.com/stethoscopes
trada.com
Right away, you’ll be able to see which ads
perform best.
Quality Score
Conversion rate
Click-through rate (CTR)
Check for these metrics:
trada.com
Use what you learn. If the winning messages worked
for PPC, they’ll work across channels.
emailmarketing
display
inbound
SEO
trada.com
Don’t stop testing!
Forever.
Rinse, repeat!
Replace the two least-performing ads with
new ones.
Allow ads to run until you have a solid data set.
In review:
trada.com
Get organized first with small, relevant ad groups.
Try building ad groups to target stages in the sales funnel.
trada.com
Find a way to be different from your competitors.
trada.com
Use emotional, powerful language.
trada.com
Use emotional, powerful language.
trada.com
Keep testing ad copy!
trada.com
For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyer@boostCTR
Time for questions!