![Page 1: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/1.jpg)
#SMX #11B @GrpTwentySeven
Why are text ads all the same?
![Page 2: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/2.jpg)
#SMX #11B @GrpTwentySeven
![Page 3: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/3.jpg)
#SMX #11B @GrpTwentySeven
§ Tiredofseeingthesameads§ Canwebedifferent?§ Willitincreaseourbottomline?§ Doesthemessagereallymatter?§ Whatcanweachievewith80characters?
Why are they all the same?
![Page 4: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/4.jpg)
#SMX #11B @GrpTwentySeven
§ Clientinterviews&questionnaires– Customerservicereps
– Salesteam
– Productteam
§ Research– Customertestimonials
– Customercomplaints
§ Competitoradreview§ Learncustomerpainpoints§ Brainstorming
Creating ads – where do we start?
![Page 5: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/5.jpg)
#SMX #11B @GrpTwentySeven
§ Whatarethecommonthemesyouhearfromcustomerswhenreviewingyourproducts?
§ Whenpurchasingyourproduct,whatisimportanttoyourtargetaudience?
§ Howoftendoesyourtargetaudienceneedandbuyyourproduct?
§ Whatdoyoudobetter/different/fasterthanthecompetition?
§ Intermsofthisproduct,whatarecustomerpainpoints?Andhowdoyousolvethem?
Sample Questions
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#SMX #11B @GrpTwentySeven
![Page 7: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/7.jpg)
#SMX #11B @GrpTwentySeven
§ Replaceshoesoften§ Breakinafewpairsatatime§ Moldtoyourfeet§ Lightweight§ Flexible§ Feethurt§ Brandconscious
Know your audience
![Page 8: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/8.jpg)
#SMX #11B @GrpTwentySeven
![Page 9: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/9.jpg)
#SMX #11B @GrpTwentySeven
Check out the competition. Do these stand out?
![Page 10: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/10.jpg)
#SMX #11B @GrpTwentySeven
Ad Message goes way beyond 80 characters.
“AdMessage”
![Page 11: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/11.jpg)
#SMX #11B @GrpTwentySeven
Maybe everyone else is on to it?
OurIndustryStandardAd
Ourmainmessagefocusesontopbrandsandmakesitclearthatwehaveawideselectionforyourpreferredstyleofdance.
![Page 12: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/12.jpg)
#SMX #11B @GrpTwentySeven
Test 1 – Replacing shoes often, discounts can help
vs
3.31%
3.32%
![Page 13: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/13.jpg)
#SMX #11B @GrpTwentySeven
Test 2 – Sore feet, literally a common pain point
vs
3.29%
3.32%
![Page 14: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/14.jpg)
#SMX #11B @GrpTwentySeven
![Page 15: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/15.jpg)
#SMX #11B @GrpTwentySeven
Test 3 – What the shoe can or will do for you
vs
2.49%
2.97%
![Page 16: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/16.jpg)
#SMX #11B @GrpTwentySeven
Ad Messaging Results
TestAds
CTR
StandardMessageCTRFromHipHoptoJazz
AlwaysReplacing
BuyMore,SaveMore
3.32%
3.31%
SoreFeetAndToes?
3.29%
3.32%
Lightweight&MoldsTo
YourFootShape
2.49%
2.97%
![Page 17: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/17.jpg)
#SMX #11B @GrpTwentySeven
Who stands out?
![Page 18: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/18.jpg)
#SMX #11B @GrpTwentySeven
Wheretonow?
![Page 19: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/19.jpg)
#SMX #11B @GrpTwentySeven
Headline Test 1 – To keyword or not to keyword
vs
6.47%
2.02%
![Page 20: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/20.jpg)
#SMX #11B @GrpTwentySeven
Headline Test 2 – Best Brands vs Buy More, Save More
vs
1.44%
2.57%
![Page 21: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/21.jpg)
#SMX #11B @GrpTwentySeven
Final Results – Headlines
Headlines
CTR
Headlines
NoKeyword
2.02%
Keyword
6.47%
BestBrandsInDance
1.44%
BuyMore,SaveMore
2.57%
![Page 22: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/22.jpg)
#SMX #11B @GrpTwentySeven
Headlines!
![Page 23: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/23.jpg)
#SMX #11B @GrpTwentySeven
§ Knowyouraudience§ Basedecisionsontestresultsinyourownworld
§ Knowwhentoholdsteadyandwhentomoveon
§ Stayclosewithteamandclient–keepthinkingandtalking
§ Keepyoureyesopen§ Utilizeadmessagingtoperfectyourheadlines
In summary
![Page 24: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/24.jpg)
#SMX #11B @GrpTwentySeven
§ Repositionlearning§ Moreheadlinetests§ TestwinningBuyMore,SaveMoreviasitelinks.
§ Furtherdevelop&testsitelinkstrategy
§ Viewyourwholemessage,adtextplusextensions
§ Perfecttheofferanddeliver!
What’s next
![Page 25: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/25.jpg)
#SMX #11B @GrpTwentySeven
KeepPushing…
![Page 26: Why Are Text Ads All The Same? By Pauline Jakober](https://reader034.vdocuments.site/reader034/viewer/2022052606/5871be2b1a28ab55058b6179/html5/thumbnails/26.jpg)
#SMX #11B @GrpTwentySeven
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX