Managing ads that convert

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Managing ads that convert

• these slides are adapted from
• e-channels internal training course
• The 7 Elements Of Search

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Two sources of Relevance

• Relational Relevance
• Consumer Relevance
• Relational Relevance is how your ad creativity
  relates to the matter /keyword.
• Consumers Relevance is how your product or
  service meets the customers needs

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Introducing Advertisers Relevance into the mix
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Example of Relational Consumer Relevance vs.
Advertiser Relevance
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Relational Relevance

• Search engines can readily, through algorithms,
  identify Relational Relevance.
• this is the basis of
• Google Quality Score
• Yahoo Quality Index

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Consumer Relevance Quality Score

• Consumer Relevance is much more difficult, almost
  impossible for a search engine to determine.
• So Quality Score Quality index is the best
  measure used buy search engines to determine the
  relevance of your ad
• Click Through Rate and the amount you are willing
  to pay are a measure of quality
• But Ads need to also convert

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So how do we write ads that convert?

• Finding Motivation
• A stating point for creating search ads is
  gaining clarity of what motivates potential
  customers to buy your product or service.
• While there are often several motivators it is
  best to focus on the main one.

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Keywords insight to motivation

• Keyword selection is prospecting
• Keywords give you tremendous insight into what a
  customer is looking for

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A Basic Ad

• Tactics such as keyword insertion satisfy
  relational relevance and therefore the basic
  elements of Quality Score
• Example keyword Cheap Sydney Hotels
• Example Ad
• Landing Page www.A1travelsite.com/Cheap-Sydney-H
  otels.html
• The page will contain content relating to Sydney
  hotels

Cheap Sydney Hotels Cheap Sydney Hotels Book
online today www.A1travelsite.com
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Star Chain Hook Approach
From Dr. Frank W Dignan (Hodgson (1995 p.16),
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A Better Ad
www.A1travelsite.com
Most importantly support the offer on your
landing page
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So think of your ad creative as an offer to your
customer
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Proven Offers
Bird (2007, p.302)
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Proven offers
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Getting Action
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Quick Recap

• Make sure your ads are relevant to the subject
  matter (the keyword)
• Know what outcome you want as a result of the Ad
  (sale, lead, awareness)
• Organise your keywords by customer motivation
• Create an offer not just a quick keyword
  insertion ad
• Last but not least optimise the ad by testing
  different offers

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Contact us

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  Australia
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•  

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• Level 5, 117 King William St, Adelaide  5000,
  Australia
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