Pubcon Ceative Section: How Do I Make Ads That Convert

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1@navahf @PubCon #PubCon
PUBCON PPC Day:
PUTTING THE PRO IN PROFIT

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How To Make Creative That Converts?
Ad Creative, Landing Pages, SERP Analysis, CRO

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AD COPY:
Man & Machine
Working Together

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SEARCH AD CREATIVE IS LIKE WRITING A HAIKU:
Balancing Strict Character Limits & Enticing Ideas

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Expanded Text Ads (ETAs)
Gave Us More Characters
But We Still Have To Bring The Character.

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Trends Human Crafted Headline CTR
50,618 ads
with at least
1 click in Q3
$: 962 ads
Your: 1758 ads
Free: 2155 ads
Call: 824 ads
Demo: 112 ads
We: 1489 ads
Try: 228 ads
Learn: 153 Ads

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• Look for opportunities to replace
“try” with “learn”.
• Transparency in pricing
outperforms fabricated “free”
offers.
• Focus on the user’s needs over
your brand’s selling points.
Opportunities in
Headline Copy:

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Trends in Human Description CTR
50,618 ads
with at least
1 click in Q3
$: 568 ads
Your: 6235 ads
Free: 3218 ads
Call: 2428 ads
Demo: 225 ads
We: 4324 ads
Try: 435 ads
Learn: 781 Ads

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• “Try” outperforms “Learn” in
descriptions, don’t overuse
headline copy!
• Specific copy matters less in the
description than leveraging the
second description
• Prospects expect to get some
insight on pricing in the ad.
Opportunities in
Description Copy:

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Many Make The Mistake
Of Being Boring &
Formulaic

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Expanded Text Ads Mean
Your Copy Is Due For A Revisit!
Description text would
have made great
headlines!

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Google Is
Pushing
Really Hard
On
Responsive
Search Ads
(RSAs)

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RSAs Don’t Make Good Or Bad Ads:
They Run you’re A/B Tests

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IF YOU WRITE BAD: Repetitive, & Formulaic Copy,
Don’t Be Surprised If Your RSAs Tank

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Google Will Write Ads For You
If You’re Really Struggling

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Can You Tell Which Was Made by AI?
(A)
(B)
(C)

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(A)
(B)
(C)
Can You Tell Which Was Made by AI?
AI
AI
Human

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Comparing Metrics Dec. 10 – Jan 8
Top Performing AI Created Ad
• Impressions: 521
• CTR: 11.52 %
• Average CPC: $9.55
• CPA: $30.16
• ROAS: 9.95X
Human Created Ad
• Impressions: 145
• CTR: 4.14%
• Average CPC: $10.94
• CPA: $32.81
• ROAS: 9.14X
Runner-up AI AD:
Impressions: 329
CTR: 6.99%
CPA: $40.10
ROAS: 7.48X

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Moral Of The Story:
Machines Can Write Average Ads
If You Can’t Find The Time/Creativity
Delegate

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TIME TO
ROAST SOME ADS!

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Which Ad Won My Click?
A
B

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If I’m Not Your Target Audience, Don’t Show Me An
Ad!

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This Display Ad Is
Average. Why?

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• Feature Focus
• “Get Started”?
• Product Focus
• No Reason To
Look/Engage

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Ads That Delight

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Which Ad Do You Think Performed Better?
Ad
A
Ad
B

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CTR: 38.7%
Conversions: 129
CPA: $3.26
Conversion Rate: 42%
Ad B
CTR: 6.29%
Conversions: 33
CPA: $27.98
Conversion Rate: 23%

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Addressed the most stressful part of
buying a car in the headline
Greeted the prospect.
Added additional data to help prospect
choose them in description.
Ad B
Addressed a secondary concern in the
headline.
Opened focusing on themselves
Used headline worthy copy in the
description.

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• Engages the prospect in
personalized language.
• A call to action the user can
complete on the landing page.
• Addresses the pain points that
inspired the query
What Makes An Ad
“Good”

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This Display Ad Is
AMAZING! Why?

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• Relatable
• Directional Queues
• Clear Branding
• Legible Text
• Call To Action

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Average Ad Becomes
MAGIC As Part Of A
Sequence!

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Video Ads: Educational Personal Experiences

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• Front-load your brand and value –
most folks skip at the first
opportunity (saving you money)
• Honor your video’s channel: if
prospects go there to watch
content, pump up the volume!
Video Rules Of
Engagement:

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https://youtu.be/x1TtIt5tdP8

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• Begins focusing on a problem the
brand can solve.
• Shows aspirational impact of
going with brand.
• Lists features out to close the
deal begun by emotional impulse
What Makes This Ad
Amazing

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Extensions: Enhance the Path to Conversions

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• All extensions you pay for should
be manually crafted.
• Ratings, locations, and structured
snippets are safe.
Google Will Also Make Extensions

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Any Extension You Pay For
Should Be Owned By You

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Site Links: Direct Users To Add-Ons, Best Sellers, &
Case Studies
• Improve CTR by extending ad and highlighting intriguing options like
product videos
• Send qualified clicks directly to conversion actions like demos, trials and
white paper downloads

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Price Extensions:
Pre-qualify Prospects &
Get Them To Buy Into Your Pricing
• Force competition out of the picture
• Share pricing upfront
• Exact pricing not necessary

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Callouts Should Be Owned By Humans: Adding
Context To The Ad

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When Auditing Your Account, Be Sure You’re
Segmenting By Click-Type

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The Most Common “Hidden Conversion” Is
Phone Calls

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If Your Team Doesn’t Value Phone Calls, Let Them
Remain Hidden. Otherwise, Opt Into Call tracking!

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If You Value Location Visits: Directions, Location
Details, & Store Visits Could Be Untracked
Conversions

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Conversions Off Of Sitelink Clicks Tell You A Resource
Is Working! Consider Expanding It’s Reach Via Display
Or An Ad Group In A Search Campaign!

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Some Keyword Concepts May Be Too Expensive/Low
Search Volume To Justify Access To Budget

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Consider Building Out Callouts
Or Site Links For Those Concepts

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Landing Pages:
The Art & The Science

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EVERY Audience is DIFFERENT

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MOST Languages Read From Left To Right,
This Translates To User Behavior On Sites

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The Eye Will Begin In The Top Left Corner

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Dropping Diagonally To The Right

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Users Are Used To Seeing Contact Info In The Top Right
Corner, So They’ll Bounce Back Up Before Scrolling

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IT IS VITAL
That Actions You Want Users To Complete
Follow Human Behavior

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Let’s Talk Form-Fills!

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Form-Fills Can Either Be In Stages Or A Single Module
Stages
• More tolerant of extra fields because the
information is broken up
• Should show progress
• Best suited to complex asks
One Go
• Needs to be short and to the point
• Can see progress
• Best suited to simple asks

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Baseline Rule: ONLY Include Required Fields!

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Form Fills In Stages

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Lead With The Most Time Intensive Ask:
Prospects Are Patient In The Beginning

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If Form Is To
Get In Touch
For A Service,
Ask For Best
Time To
Call Back
Include
A Link To
Book A Time
With You!

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ONLY REQUIRED INFO
Get Buy In From
Prospect On
How They Want To
Be Reached

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FORM FILLS
IN ONE GO

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If Your CRM Requires
Separate Fields
For FIRST & LAST Name
Include Them
Otherwise Go Full Name!

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Don’t Ask For All Info
In The Form
Could Lose Qualified Prospects

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Examples From
Our Clients

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COLORS & F O N T S
PLAY A BIGGER ROLE IN
CONVERSION RATE OPTIMIZATION
CrazyEgg.com

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Honor Your Buyer Persona’s Taste
CrazyEgg.com

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Call To Action Buttons Need To Stand Out
From The Background Color/Image

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SANS-SERIF
READS MUCH EASIER THAN SERIF FONTS
SANS-SERIF
READS MUCH EASIER THAN SERIF FONTS

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If You’re Going To Include Images,
Be Sure They Are Directional In Nature

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LET’S GO SHOPPING!

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NOTHING But The Product You Promised!

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Simple Check
Out Process

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Query Theory:
Trends & SERP Analysis

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We Are In The Business Of Answering Questions?
Know Which Are Worth Answering

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How Is The Most Popular Question

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HOW SERPS

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HOW SERPS

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• Self-reliant
• Will be receptive to an expert
• Drawn to tutorials
A person asking “how”

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Does not address the “how”
“Expert” hidden in the second description
line
Copy doesn’t speak to prospect’s desire
to learn
Addresses the “how”
Promises a resource the prospect can
learn from moving forward.
Leaves the door open for the user to
engage in a more transactional manner

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What SERPs

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What SERPs

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• Have a problem, but don’t quite
know what the solution is.
• May believe there is only one
type of solution/answer to their
problem.
A person asking what:

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Offers a variety of options without naming
any = clickbait
More focused on themselves and their
process than actually solving the user’s
problem.
Copy is too formulaic to register as expert
content.
Addresses the “what” with a single
directed solution.
Honors the fact that the prospect may
need more education without leaving
room for them to leave.
Speaks in terms of value for the prospect,
rather than focusing why they’re
awesome

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Dynamic Search Ads “Pick” SERPs For You
Via The Sections Of The Site You’re Targeting

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• All keywords are negatives in the
campaign so specific messaging and
bids are protected.
• Targets are broken up by ad group so
you can leverage contextually
relevant messaging in the
descriptions.
• The budget is set with data
acquisition in mind.
DSA will be successful
at driving data and
profit if:

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Assign Targets Knowing You Will Only Have Control
Over Description Creative

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Ecommerce: Learn Which Products Are Worth
Breaking Out

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If You Already Have
A Shopping
Campaign, DSA Can
Provide The Search
Ads To Supplement

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Auto: Adapt To Meet Changing Inventory Needs

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DSA Can Be
Structured
Around Segments
of Cars, Or
Directing Users
To A Specific
One.

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Real Estate:
Honor Specific
Search Criteria
Without
Building 100+
Campaigns!

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Can You Find The DSA Ad?

100

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DSA’s Metrics Depend Entirely On How Well
You Set It Up For Success
9.73% CTR
vs 1.73%
CTR
.35% Conv.
Rate vs
.64% Conv.
Rate

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Local Search Ads
vs
Local Service Ads

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• No longer requires a Google
Ads spend.
• Does require background
checks…which get
complicated.
• Pay Per Lead = 2+ minute
phone call you can verify.
What You Need To
Know

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Thank you!
Navah Hopkins – Hennessey Digital

Pubcon Ceative Section: How Do I Make Ads That Convert

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