brightonseo presentation: advertising analysis. beyond numbers
DESCRIPTION
Presentation of Alexandra Tachalova on BrightonSEO 2014 on September 12, 2014TRANSCRIPT
Advertising Analysis.Beyond the numbers.
Alexandra Tachalova
semrush.com
@AlexTachalova
Typical Google User
What gets our ads CTR higher?
• Relevant keywords
• Better ranking in advertising results
• Using advertising extensions and product listings
• Right geographical targeting and localization
• Good looking ad copies
• Right bid management strategy
• Targeted landings
• Using clear call to actions
CTR keeps getting worse…
PPC Ninja
I set everything up perfectly.
Why aren’t you clicking? Don’t feel well
today…My football team keeps
losing
User
5
Emotional Triggers in Ad Copies
• Domains advertising in UK (Google AdWords)
• Domains monthly budgets over $10k
• 3.8 million ad copies
What did we analyze?
6
Emotional Triggers in Ad Copies
1. Value
2. Instant Gratification
3. Trend-setting
4. Trust
Emotional Triggers in Ad Copies
The most popular Emotion trigger is …
Emotional Triggers in Ad Copies
Appealing to customer desire getting a good deal
0
100000
200000
300000
400000
500000
600000
Ads with keyword; 56213
Most Popular Phrases
Th
ou
san
ds
Value trigger
9
Emotional Triggers in Ad Copies
70% 50% 75% 80% 73% 90% 78% 60% 10%0
50000
100000
150000
200000
250000
Most Popular Discount
Th
ou
san
ds
Magic in mumbers
Emotional Triggers in Ad Copies
Messages that cater to a sense of urgency
Instant Gratification
Calls to Action That Create Urgency
1. In an hour
2. Within 24 hours
3. Now
4. Last chance
5. Today
6. This week
7. In just a few minutes
8. Instant
Emotional Triggers in Ad Copies
Book now
Buy now
Your results
now
Onlin
e today
Onlin
e now
Save now
Apply to
day
Book onlin
e now
Shop now
Sale n
ow o
n0
10000
20000
30000
40000
50000
60000
70000
Most Popular Phrases
Th
ou
san
ds
Instant Gratification
Emotional Triggers in Ad Copies
Trend-setting trigger Appealing to the consumer desire to be a part of something smart and cool
Emotional Triggers in Ad Copies
Shop
the
way y
ou w
ant i
t
Your p
assio
n on
Feed
your
pas
sion
Mus
t hav
e fa
shion
Fuel y
our p
assio
n
Online
exc
lusive
dea
ls
Best s
elling
bra
nds
0
50000
100000
150000
200000
250000
Most Popular Phrases
Th
ou
san
ds
Trend-setting trigger
Emotional Triggers in Ad Copies
Trust
Emotional Triggers in Ad Copies
No reserv
ation c
osts
Best pric
e guara
ntee
Lowest p
rice g
uarante
e
Over 6
0 mill
ion v
isito
rs
Price g
uarante
e book
Extensiv
e accura
te s
earch
Travel r
eview
s opin
ions
150 mill
ion tr
avel revie
ws
Shop with
confid
ence0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
Most Popular Phrases
Th
ou
san
ds
Trust
17
Hey, how can I do it too?
18
Do you really know your competition?
19
Learning about your competitors starts with…
• What positions are their ads getting in paid search?
• How much do they spend on ads?
• What keywords are they bidding on?
• What ad copies do they use?
Analyzing their current and past advertising activity:
Ad Positions
Your Competitors Advertising Insights
Ad Keywords
Your Competitors Advertising Insights
22
Ad Budget
Your Competitors Advertising Insights
23
Ad Positions
Your Competitors Advertising Insights
24
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