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Full credit to the team behind the new Streets ice cream ads

Full credit to the team behind the new Streets ice cream ads | advertising and marketing | Scoop.it

The advertising team working for Streets ice-cream has been having a gay old time with it’s latest campaign. A huge billboard on top of Sydney’s The Bridge Hotel is already grabbing the attention of passers-by — and the media — with a not-so-subtle reference to the 2005 film Brokeback Mountain.


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Matt Skallerud's curator insight, January 6, 6:18 AM
“Gaytime?” a cheeky Bubble O’Bill suggests to a nearby Golden Gaytime, who replies: “Woah there cowboy!”
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6 Tools for Optimizing Your Copy, Content and Headlines - ClickZ | #TheMarketingTechAlert

6 Tools for Optimizing Your Copy, Content and Headlines - ClickZ | #TheMarketingTechAlert | advertising and marketing | Scoop.it

Intermediate/ Digest...


Boost CTR

PPC, meet crowd sourcing. BoostCTR has 500+ copywriters who literally compete to see if they can rewrite your ads so that they perform better than what you're running. The concept is brilliant: you simply sign up and submit one or more ad groups that need improvement. Their expert writers then compete against each other to beat your top performing ads. Only if they do will you pay Boost CTR a small commission.

 

Advanced Marketing Institute Headline Tool

The folks at Advanced Marketing Institute have created an algorithm to evaluate the emotional marketing value (EMV) of headlines. Their free Emotional Marketing Value Headline Analyzer will give your headline an EMV score based on the number of emotional words it contains in relation to the total words.

 

Scripted

Enter Scripted, which offers access to more than 80,000 freelance writers who can be sourced to create engaging Facebook and blog posts, lively tweets, informative pages and papers, or dynamic video scripts on any topic imaginable. Start off by selecting the topic to focus on, and then provide keywords that should be included in the content. Their super-simple pricing model allows you to pick and choose what you need, from a $2 tweet to a $299 white paper.

 

Test My Marketing

Test My Marketing gives you access to a team of marketing experts to review your advertising and marketing messages with an "outside" perspective. For $69, you can upload any marketing piece, from blog posts to banner ads, landing pages and more. Your marketing message will be shown to several marketing experts who will critique it and make suggestions on specific improvements they think will make it perform better.

 

Wordcounter & Live Keyword Analysis

Word Counter is useful for anyone who wants to check the quality of their writing because it evaluates text for redundancy and repetitiveness for copywriters, and keyword stuffing for SEOs. The Live Keyword Analysis tool is designed so that you can refine a body of text to make it match a desired keyword density.

 

Bonus Tool: Conversion Ninja Toolbox

You'll want to bookmark a new site called Conversion Ninja Toolbox, a free online directory of conversion rate optimization resources ranging from mockup and design tools to a/b and multivariate testing platforms. Essentially every step of the conversion optimization process is covered, along with user ratings and comments.

 

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► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html ; (your privacy is protected).




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marketingIO's curator insight, January 7, 2014 7:24 PM

Outstanding list of resources, at incredible pricing. Tim Ash is an expert at optimization, and you can trust his recommendations. This is an action item!

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How To Improve Your Google AdWords Quality Scores - Position²

How To Improve Your Google AdWords Quality Scores - Position² | advertising and marketing | Scoop.it
The effort was twofold. The first and most important step was to ensure relevance between our ad copies, keywords, and LPs. We tested using the keyword in headlines and display URLs, and tailored landing pages to include the keywords.

 The second step was to ensure that we were giving the keywords a chance to see a good CTR through a better average position. This was done by increasing bids for a few days.

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marketingIO's curator insight, April 25, 9:48 AM

Not hard, but not guaranteed. CT for examples.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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3 Signs It's Time to Get Help With Your Digital Advertising

3 Signs It's Time to Get Help With Your Digital Advertising | advertising and marketing | Scoop.it
Agencies can help manage ads and other listings, plus keep you informed of industry trends.
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Technology Marketing Blog: Blowing Up the Funnel - IDC

Technology Marketing Blog: Blowing Up the Funnel - IDC | advertising and marketing | Scoop.it
Here are a few of these increasingly popular go-to-market strategies that do not build a funnel:
 
Account-based Marketing (ABM): ABM "flips the funnel" by offering a narrow-at-the-top and wide-at-the-bottom alternative. For large B2B accounts, vendors can get to know a few high potential buyers better and create bespoke programs that serve them and build business over the long-term.  Analytics-based discovery and nurturing: Leading marketers are getting more sophisticated at using big data and analytics to locate high propensity buyers thus reducing the need to cast wide. Virtual sales or a buying service concierge: They using social media, advanced analytics, cognitive systems, and other information tools to guide buyers through their decision journey. The scalable, high-touch model completely removes the old chokepoint and broadens the lower funnel with better conversion."Loyalty" first marketing: A loyalty-first approach rejects the funnel with its casting and filtering altogether. Vendors use data to really understand their markets. They first build up a pool of fans with services, entertainment, and social benefits.

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marketingIO's curator insight, May 19, 10:12 PM

The funnel just doesn't work anymore: think elsewhere.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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The Complete Guide to Understand Customer Psychology

The Complete Guide to Understand Customer Psychology | advertising and marketing | Scoop.it

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Marketers Struggle to Balance Marketing Technology Tools and Talent - eMarketer

Marketers Struggle to Balance Marketing Technology Tools and Talent - eMarketer | advertising and marketing | Scoop.it
According to January 2016 research from Real Story Group, many executives believe their companies are not fully using their marketing technology investments. Executives in Real Story Group’s survey were split as to whether their organizations had the right marketing technology tools, with 47% agreeing and 47% disagreeing. Executive opinion was also split as to whether their firms had the necessary internal expertise to process the data produced by such marketing technology efforts, with opinion once again tied at 49% agree and 49% disagree.

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marketingIO's curator insight, May 18, 7:59 PM

And marketingIO is ready to help.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Content Strategy: How To Build One & Quadruple Your Results

Content Strategy: How To Build One & Quadruple Your Results | advertising and marketing | Scoop.it

If you want to build and execute a data-driven, agile content strategy to get massive results from your content marketing, this post is for you.


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Reach of Social Networks by age group [#ChartoftheDay] - Smart Insights Digital Marketing Advice

Reach of Social Networks by age group [#ChartoftheDay] - Smart Insights Digital Marketing Advice | advertising and marketing | Scoop.it
Those interested in targeting millennials should look to Instagram, Snapchat and the ubiquitous Facebook When you're debating which networks to give the ma. Marketing topic(s):Social media marketing. Advice by Robert Allen.

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Your Must-Read MarTech Digest™, for Monday 5/16/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Monday 5/16/16 #MarTech #DigitalMarketing | advertising and marketing | Scoop.it

Today’s curated articles summarized for your quick review: 

 

Your B2B Prospects Don't Want You To Call Them - Forrester10 Marketing Automation Tips for Personalisation and Contextualisation - OracleA/B Testing Continues to Get the Nod For Conversion Rate Optimization - MarketingChartsDon’t Waste Your Time With Customer Journey Maps - GMCHow to Find, Hire and Train for Digital Roles - NeoMamStop Treating B2B Customers Like Digital Novices - HBR5 Factors Making Your Site More (or Less) Credible - conversionXL300+ Awesome Free Tools For Entrepreneurs & Startups - SalesHandyA complete strategy for effective scheduled tweets - {grow}Why you NEED to raise organic CTR (and 4 ways to do it) | Search Engine WatchEmail List Building in the New Era of Email Marketing | Campaign Monitor | Campaign MonitorSeven Technical SEO Mistakes Ruining Your Search Rankings - ProfsThe Ultimate Guide To Google AdWords Campaign ManagementHere’s a new content marketing strategy documentation map | Search Engine WatchThree stats that throw down the gauntlet for B2B customer experience - EconsultancyAmid talk of a possible sale, Marketo announces upcoming next-gen platform - Marketing LandGet Featured: So You Want to be on the Front Page of SlideShare? - VennGageA Visual Guide to the Science of Twitter Success [Infographic] - HubSpot

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  


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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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Here’s a new content marketing strategy documentation map | Search Engine Watch

Here’s a new content marketing strategy documentation map | Search Engine Watch | advertising and marketing | Scoop.it

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marketingIO's curator insight, May 15, 6:14 PM

CT for the details. A smart framework.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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What 1.3B App Installs by 150M People Told Us About Privacy and Ad Blocking

What 1.3B App Installs by 150M People Told Us About Privacy and Ad Blocking | advertising and marketing | Scoop.it
People are scared, they don’t understand what digital advertisers do, they’re afraid of losing their privacy, and they don’t really know what to do about it. And that is fueling the rise of mobile ad blocking. This, in a nutshell, is what we learned by analyzing an enormous mass of data from 1.3 billion app … Continued

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How to cook bacon on your iPad (non stick)

How to cook bacon on your iPad (non stick) | advertising and marketing | Scoop.it
OK so you can’t really cook bacon on your iPad but I write headlines not ads. In order to show how easy it is to cook with the new non-stick Tra­mon­tina Starflon Pan, Brazil­ian adver­tis­ing agency DCS cre­ated an inter­ac­tive iPad ad that simulates real cooking when moving the iPad, which is also non-stick.
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Servers Trash Customers on Check — then Forget to Delete it

Servers Trash Customers on Check — then Forget to Delete it | advertising and marketing | Scoop.it
The incident at Peter Chang in Arlington seemed to stem from a debate on the authentic way to serve rice.

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Bob Frazier's curator insight, May 10, 5:26 PM

Is your staff prepared for a possible PR nightmare? Do your managers underdstand how to handle requests for a statement from reporters? Make sure your restaurant is prepared! For a weekly recap of restaurant technology news, articles and ideas, subscribe to the free Restaurant Weekly Recap at http://pos-advicenewsletter.com/

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21 Tips for Writing Great Ad Headlines | Wordstream

21 Tips for Writing Great Ad Headlines | Wordstream | advertising and marketing | Scoop.it
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21 Tips for Writing Great Ad Headlines

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February 02, 2015
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Dan Shewan
Paid Search Marketing
Great ad headlines are like the flashy displays you see in store windows every day. They’re there to stop you in your tracks, make you picture yourself owning whatever it is they’re selling, and force you to cross the psychological threshold and walk into the store to buy it.

 

Of course, window dressing is one way to get prospective customers’ attention, but online, this task falls to your PPC ads. Even if you have the best product or service since sliced bread (or Uber), it won’t matter if you can’t tempt prospects to click on your ads.

We’ve written about the importance of compelling ad copy in the past, but in this post, I’ll be focusing exclusively on how to craft great PPC ad headlines. Here are 21 tips to help you write ad headlines your prospects simply won’t be able to resist clicking.

1. Include Keywords

This one might seem like a no-brainer, but I’m consistently amazed by how many ads I see with vague, ambiguous headlines that don’t feature the keyword I searched for – like the one below. The keyword I searched for was “sportcoats.”

 

Yes, Lands’ End make sportcoats, but this ad doesn’t offer what I want, so why would I waste time clicking on it?

Don’t make your prospects guess what you sell. Make the connection between their search query and your ad crystal clear by including the keyword in the headline.

2. Ask Questions

Leveraging user intent is crucial to increasing conversion rates. One way to do this is by asking the searcher a question with your headline.

 

The example ad above is quite clever. Not only does it pose a question in the ad headline, it also uses very particular phrasing (“Protecting your family”) that implies solidarity and dependability – qualities that you could very well be looking for in a divorce attorney.

This is also an exception to the “include the keyword” tip outlined above – although this ad headline doesn’t include the keyword I searched for, it’s still a much more compelling ad than the others I saw. If I were looking for a divorce attorney – which I’m not, by the way! – this ad would get the click.

3. Solve Prospects’ Problems

Perry Marshall, author of the world’s best-selling book on Google AdWords, is always talking about the importance of solving prospects’ problems in your ad copy. This technique is just as crucial when it comes to your ad headlines as it is in the body copy of your ad.

People don’t want to buy “things” – they want to solve their problems.

PPC ad headlines that create the perception that your product or service can help them do that are much more clickable than those that don’t. To learn more about the problem-solving aspect of PPC ad copy, check out this article from PPC University about ad text.

4. Add a Little Humor

Advertisers often pay close attention to the types of ads their competitors are running. Unfortunately, prospects often don’t – all they see are dozens of ads that all look and sound the same.

Differentiating your ads from your competitors' is vital, and humor can be an excellent way to accomplish this. However, what’s funny to one person might be deeply offensive to another, so if you opt to take this approach, be sure to A/B test your ads to see if your prospects get the joke.

NOTE: If you want to poke a little fun at a competitor as a joke, that’s probably fine. However, be careful about how you choose to do this. Making blatantly false accusations or claims could land you in hot water or lead to sanctions from Google or Bing, even if it’s done in jest.

5. Include Numbers or Statistics

Many users respond well to empirical evidence. Hard data can be a trust signal, and it can plant the seed of trustworthiness in the mind of your prospect. This is why McDonald’s uses its “Billions and billions sold” slogan on its signage.

 

This ad is particularly effective, as the ad headline tells me right upfront how much I can expect to pay (roughly) per page of translated copy. Obviously this could be subject to certain factors, such as the source and desired languages, but this was the only ad I was shown that used hard figures, putting it ahead of the rest by a fair country distance.

It might not be as compelling as Perry’s problem-solving technique, but it gets the point across succinctly (a must when you have so little space to work with), and can create a positive association between your offering and the prospect’s desired outcome. Speaking of outcomes…

6. Think Carefully About User Intent

If you’re not writing PPC ad headlines with user intent in mind, you could be missing out on countless opportunities.

Many companies see PPC ads as a way to wax lyrical about their product’s features. This is a mistake. Remember, nobody cares about you or your product – only how it can solve their problems. Of course, determining what those problems are means thinking about the search that displayed your ad to the prospect in the first place.

7. Use Empathy

As well as wanting to solve their problems, people want to know that somebody else understands what they’re going through. This is what makes empathy such a powerful technique in the best ad headlines. By sympathizing with your customer’s problem, you’re creating a bond between you, which can increase trust – or, at the very least, catch their eye.

8. Use Simple Language

The digital marketing industry has more buzzwords and jargon than many of us care for, and I’m sure you probably use some specialized terms in your industry, too. However, that doesn’t mean you should cram your PPC ad headlines with enough jargon to confuse or deter your prospects.

Use simple, easily understood language in your headlines. It makes them easier to read, more accessible, and more clickable. Don’t put prospects off before you’ve even started by overwhelming them with intimidating and often-useless buzzwords or acronyms.

9. Use Social Trends as Inspiration

Look at what people are talking about in your industry through social media and use that to inspire your headlines.



Twitter offers a helpful “What’s trending” section to help you quickly identify trending topics based on your preferences, and hopping on a temporary bandwagon could help you capitalize on social trends to capture additional clicks. Be wary of the (very) fleeting nature of some social trends, though – this is definitely not a “set it and forget it” approach.

10. Make Use of the Character Limit

Don’t use unnecessary words or characters for its own sake, but make sure you take full advantage of the 25-character limit in your PPC ad headlines. Be as descriptive as you can, and make sure that your ads outline exactly what users can expect when they click on them. Speaking of expectations…

11. Don’t Make False Promises or Bogus Claims

Including blatantly false information is a quick way to have your ad disapproved by Google and Bing. If you make a claim in the headline of your ad, make sure either the ad copy or the landing page (preferably both) back it up with real data, customer testimonials, or some other verifiable evidence.

 

The example above serves as a good example of making claims that can’t easily be verified. According to whom is this site the “No. 1” online fishing tackle shop? This claim isn’t just impossible to prove – it also wastes precious space that could have been used to promote something unique about the business.

Failing to deliver on a promise is one of the fastest ways to harm your brand and lose prospective customers, so don’t write checks your ads can’t cash.

12. Be Obsessive About Punctuation, Spelling, and Grammar

Just because you only have 25 characters to work with in your PPC ad headlines doesn’t mean you shouldn’t spend time making sure your ad is grammatically correct. Misspellings will make you and your business look foolish, so run everything through a spellchecker before submitting your ad for approval.

 

Unfortunately for this business, the ad above is just terrible. First of all, I’m not even sure if this is relevant to my search term (“cremations”). Secondly, I can’t tell if they literally offer 1,310 simple cremation services, or if this means that a simple cremation service costs $1,310.

If, like many businesses, you operate in foreign markets (such as Canada and the U.K.), consider using appropriate spellings for those countries. It might not seem like a big deal, but it could make a big difference.

Punctuation is also tremendously important, and can have a profound impact on the meaning of a phrase.

13. Focus on the Benefits…

Similarly to writing PPC ad headlines with user intent in mind, remember that people want to know how choosing your product or service will benefit them. Sales professionals often keep a mantra in mind – “What’s in it for me?” – when talking to prospects, and you should too when writing ad headlines.

 

Resist the temptation to use your headlines to talk about how awesome you are. Instead, focus on how your product will make your customers’ lives better, like the example above does.

14. …Or Focus on Prospects’ Problems

Let’s say you’ve lost your keys after a night out on the town. Even if you see three or four ads for locksmiths, you’re probably going to be in quite the panic.

 

In the examples above, the first ad is the worst. I don’t care if the business is family owned and operated, or one of thousands of franchises owned by Wal-Mart – I just want to get back in my house.

The third ad isn’t much better, as it’s asking me to go to another site and enter my details to find a local locksmith – an unnecessary second step that I’m unlikely to bother with.

The other three ads, however, are exactly what I’m looking for – phrasing that implies reliability, 24-hour service clearly stated, and some pricing information. I am a little curious what makes the fourth business “extreme,” though…

15. Use Fear to Your Advantage

This is another tip Perry Marshall stands by. Leveraging strong emotional responses like fear, suspicion and doubt is an excellent way to get your prospects’ attention and click on your ad.

Check out this example from Perry’s book, “The Ultimate Guide to Google AdWords, 4th Edition,” which shows this technique done extremely well:

 

Perhaps not the most ethical ad (or service, whatever it might entail), but there’s no denying that this ad catches the eye and makes excellent use of emotional manipulation to tempt the user to click on it.

16. Emphasize Your USP

Your unique selling proposition is what sets your business apart from the competition. If possible, include this unique feature in your PPC ad headlines. This may not be as effective if your USP isn’t genuinely remarkable, but it’s still worth thinking about, especially if some of the other methods aren’t working as well for you.

17. Think Beyond Dynamic Keyword Insertion

Dynamic keyword insertion, or DKI, is the process by which the keyword used in the search is dynamically inserted into your ad. DKI is a tempting proposition, especially if you’re targeting lots of keywords across several large accounts, but don’t rely on it exclusively.

As Larry pointed out in his popular post on how to triple click-through rates, DKI can increase click-through rates, as you can see in the figure below:

 

However, you’ll notice that in the top 5% of PPC ads – the unicorns – DKI doesn’t make much of a difference, and ads utilizing DKI actually perform less effectively in comparison to ads without DKI the farther along the graph.

DKI can be a useful tool, but you should also take the time to create genuine, unique PPC ad headlines that really speak to your prospects, too.

18. Include Quotes or Testimonials

If you have a loyal fan base or die-hard customers, put ‘em to work for you and include some of their quotes and glowing testimonials in your PPC ad headlines. However, exercise caution when using quotes, as this can sometimes backfire.

 

The example above tries to use this technique, but the results aren’t exactly clear. In this content, it’s not immediately obvious if the quoted headline is an actual quote, or whether it’s a testimonial. It could even be interpreted as making fun of the notion that diet pills work. Forget the suspicious-looking URL – the quotation marks in this example clearly need some work.

Use quotation marks to make it obvious that you’re quoting someone, and make their quote or testimonial relevant to the ad. If the quote includes a direct benefit of using your product or service (such as “I saved so much time!”), all the better.

19. Make Promises or Guarantees

Making a firm commitment to your prospect with your PPC ads can signify confidence in your product or service, which can be a powerful motivator for the consumer. This is especially effective if your business is operating in a competitive or crowded market. If you can’t fit promises like free shipping or a money-back guarantee in the headline, definitely consider adding it to the copy.

 

However, if you decide to make a promise in your PPC ad headlines, you MUST be able to deliver. If you don’t, you could do irreparable harm to your brand and credibility.

20. Be Crystal Clear About What You’re Offering

A lot of advertisers rely on trickery to convince you to click, but in many cases, this is the wrong approach. If a prospect is in the market for what you’re selling, you don’t need to trick them to buy from you – you just need to give them what they want.

 

The headline of the ad above is pretty much as simple and straightforward as it could be. It also uses the first line of copy to emphasize the benefit of the product.

Be clear and concise with your PPC ad headline copy. If the other tips aren’t working for you, simplify your approach and make your headlines as simple and clear as possible. That way, you eliminate any possible confusion about what you’re offering.

21. Spy on the Competition and Steal Their Ideas

Corporate espionage is great for business! Fortunately, you don’t need to break into the corporate headquarters of your biggest rival or hack into their computer systems to see what kinds of ads are working for them.

Tools such as SpyFu and SEMrush allow you to examine which keywords are performing well for other companies in your sector, as well as gain valuable insight into other areas of their campaigns such as landing pages. I’m not advocating for stealing ideas outright, but a little competitive intelligence could give you the edge you’re looking for.

Well, that about does it for this post. If you have any tips and techniques for great ad headlines that I didn’t cover, please be sure to share them in the comments!

Related Resources

Moving the Needle on PPC When You're Doing Everything Right
5 Call Tracking Mistakes that Are Hurting Your PPC Campaigns
The Do’s and Don’ts of Retargeting Ads: Top 3 Tips to Optimize Your Retargeting Campaigns
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Locke Chastaine's curator insight, February 9, 2015 10:18 AM

Writing headlines takes practice. Most of the time, after the article is published, I look back and think of a better headline.

Kelly Davis Beckley's curator insight, February 24, 2015 5:45 PM

Important tips for your email marketing campaigns!

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Ad of the Day: IBM's Watson talks love and loss with Bob Dylan in advertising's oddest pairing

Ad of the Day: IBM's Watson talks love and loss with Bob Dylan in advertising's oddest pairing | advertising and marketing | Scoop.it

"Most of us know IBM's Watson as a threat to humanity's dominance of Jeopardy and the AI successor to a machine that similarly dethroned chessmaster Garry Kasparov ..."


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7 Steps to Take Before Paying for Social Media Advertising

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It doesn't matter what your motivation for investing in paid social ads might be, what is important is ensuring you get the best possible return on your investment.


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Daniel Watson's curator insight, May 18, 12:00 AM

 

As more businesses move towards advertising their products or services on social media channels, it is timely to warn newcomers to this space, not to just jump in and start spending an an ad-hoc basis.  This is especially important, if one of the key outcome you are seeking, is to direct more traffic to your website in order to increase sales, grow your database, or to simply find out more about your business. This article outlines seven steps you should take to prepare properly, and thereby increase the likelihood of positive outcomes, from any paid social media advertising campaigns that you decide to execute.

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41 of the Best Free Marketing Tools for Smart Marketers | Buffer Blog

41 of the Best Free Marketing Tools for Smart Marketers | Buffer Blog | advertising and marketing | Scoop.it

Check out our can't-miss list of the 41 best free marketing tools that make for great alternatives to the most popular paid marketing tools and services:


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7 Content Marketing Predictions For The Rest Of 2016

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"We’re closing in on halfway through the year already, so as marketers, it’s time to stop, check our progress, and reevaluate where we’re headed for the rest of the year. About six months ago, I made a number of predictions about how 2016 would develop—including the importance of visual marketing, and some crucial statistics about content marketing in general."


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Your Must-Read MarTech Digest™, for Tuesday 5/17/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Tuesday 5/17/16 #MarTech #DigitalMarketing | advertising and marketing | Scoop.it

Today’s curated articles summarized for your quick review: 

 

[FREE]: Experience Remarkable Planning Accuracy With New Growth Hacking Tool - marketingIOWhoa: marketing technology budgets are now surpassing advertising - Chief Marketing TechnologistHow to Use Video in Email | Campaign MonitorFive Ways Marketers Can Rev the Consumer Engagement Engine - ProfsAccount-Based Marketing (ABM): By the Numbers - Act-OnThe Most Important Marketing-Related Functionalities of a B2B Commerce Platform Are... - MarketingCharts7 Habits of Successful Marketing Campaign Creators - What the Science Says! - ShortStackLead generation forms: Five uncommon strategies to increase conversion rates - EconsultancySalesPredict rolls out Predictive Revenue Automation - FierceCMOAdobe Launches New Integrations For Marketing Cloud And Media Optimizer - Demand Gen ReportWhy Marketo May Be Motivated to Find a Buyer - Fortune

 

See ALL Top Curated Marketing Technology Articles here. See our solutions.


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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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7 Habits of Successful Marketing Campaign Creators - What the Science Says! - ShortStack

7 Habits of Successful Marketing Campaign Creators - What the Science Says! - ShortStack | advertising and marketing | Scoop.it
They use all available resourcesThey spend time building a user baseThey run Campaigns frequently. On average, our top users have 42 Campaigns published simultaneously. This number even surprised us! When we looked at what types of Campaigns they are running at once, we saw a combination: “set-it-and-forget-it” Campaigns (like newsletter sign-up forms or informative landing pages); limited-time contests and giveaways; feeds for blogs; and social media hubs.They run omnichannel CampaignsThey give users good incentivesThey invest in premium featuresThey ask for help
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marketingIO's curator insight, May 16, 9:01 PM

#3 is fascinating, and I was surprised.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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Amid talk of a possible sale, Marketo announces upcoming next-gen platform - Marketing Land

Amid talk of a possible sale, Marketo announces upcoming next-gen platform - Marketing Land | advertising and marketing | Scoop.it
On the B2B side, the San Mateo, California-based company said its account-based marketing will be more tightly integrated with sales tools into one suite, for release this summer.

An email channel will also be added to its Predictive Content application, enabling predictive content recommendations. Previously, predictive analytics was used primarily for website content. A new Email Insights feature will offer email performance analysis, which the company said can surface otherwise hidden trends.

And, as expected at any platform conference, there were also a variety of announcements about Marketo integration.

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marketingIO's curator insight, May 15, 6:07 PM

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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12 of the Best Email Marketing Examples You've Ever Seen (And Why They're Great)

12 of the Best Email Marketing Examples You've Ever Seen (And Why They're Great) | advertising and marketing | Scoop.it

At one point or another, we all need inspiration to do our jobs better. It doesn't matter whether you're a marketing veteran who has navigated through years of changing technology or a newbie fresh out of college -- we all need examples of outstanding content. It helps us get through creative ruts, make the case to our boss for experimentation, and improve our own marketing.

Most of the time, inspiration is easy to find because most marketing content is publicly available. You can scour the internet or go on your favorite social network to see what your connections are talking about.

But there's one marketing channel that is really, really hard to find good examples of unless you're already in the know: email. There's nothing casual about it -- you usually need to be subscribed to an email list to find great examples of emails. And even if you're subscribed to good emails, they are often bombarding you day after day, so it's hard to notice the gems.

Because it's so difficult to find good email marketing examples, we decided to do the scouring and compiling for you. Read on to discover some great emails and get the lowdown on what makes them great -- or just keep on scrolling to get a general feel for each. However you like to be inspired is fine by us!...


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Jeff Domansky's curator insight, May 15, 3:23 PM

Lots to learn from these great marketing emails.

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How to Create Quality Facebook Canvas Ads 

How to Create Quality Facebook Canvas Ads  | advertising and marketing | Scoop.it
Do you want to reach more mobile Facebook users? Discover how to create quality Facebook Canvas ads.

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Peg Corwin's curator insight, May 14, 1:18 PM

Head's up, Facebook Advertisers.  Here's a new and engaging type of mobile ads to create. Learn how here.

Rescooped by John Grant from Small Business, Social Media and Digital Marketing
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Location-based data transforms shopper marketing, driving revenue opportunities - Mobile Commerce Daily - Database/CRM

Location-based data transforms shopper marketing, driving revenue opportunities - Mobile Commerce Daily - Database/CRM | advertising and marketing | Scoop.it
NEW YORK – Executives from Ubimo and Advantage Marketing Partners at the MMA Mobile Marketing Leadership Forum highlighted the implications and insights stemming from location-based shopper marketing that are driving brands’ revenue-generating efforts.

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21 Tips for Writing Great Ad Headlines | Wordstream

21 Tips for Writing Great Ad Headlines | Wordstream | advertising and marketing | Scoop.it
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Home : Blog : 21 Tips for Writing Great Ad Headlines
21 Tips for Writing Great Ad Headlines

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February 02, 2015
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Dan Shewan
Paid Search Marketing
Great ad headlines are like the flashy displays you see in store windows every day. They’re there to stop you in your tracks, make you picture yourself owning whatever it is they’re selling, and force you to cross the psychological threshold and walk into the store to buy it.

 

Of course, window dressing is one way to get prospective customers’ attention, but online, this task falls to your PPC ads. Even if you have the best product or service since sliced bread (or Uber), it won’t matter if you can’t tempt prospects to click on your ads.

We’ve written about the importance of compelling ad copy in the past, but in this post, I’ll be focusing exclusively on how to craft great PPC ad headlines. Here are 21 tips to help you write ad headlines your prospects simply won’t be able to resist clicking.

1. Include Keywords

This one might seem like a no-brainer, but I’m consistently amazed by how many ads I see with vague, ambiguous headlines that don’t feature the keyword I searched for – like the one below. The keyword I searched for was “sportcoats.”

 

Yes, Lands’ End make sportcoats, but this ad doesn’t offer what I want, so why would I waste time clicking on it?

Don’t make your prospects guess what you sell. Make the connection between their search query and your ad crystal clear by including the keyword in the headline.

2. Ask Questions

Leveraging user intent is crucial to increasing conversion rates. One way to do this is by asking the searcher a question with your headline.

 

The example ad above is quite clever. Not only does it pose a question in the ad headline, it also uses very particular phrasing (“Protecting your family”) that implies solidarity and dependability – qualities that you could very well be looking for in a divorce attorney.

This is also an exception to the “include the keyword” tip outlined above – although this ad headline doesn’t include the keyword I searched for, it’s still a much more compelling ad than the others I saw. If I were looking for a divorce attorney – which I’m not, by the way! – this ad would get the click.

3. Solve Prospects’ Problems

Perry Marshall, author of the world’s best-selling book on Google AdWords, is always talking about the importance of solving prospects’ problems in your ad copy. This technique is just as crucial when it comes to your ad headlines as it is in the body copy of your ad.

People don’t want to buy “things” – they want to solve their problems.

PPC ad headlines that create the perception that your product or service can help them do that are much more clickable than those that don’t. To learn more about the problem-solving aspect of PPC ad copy, check out this article from PPC University about ad text.

4. Add a Little Humor

Advertisers often pay close attention to the types of ads their competitors are running. Unfortunately, prospects often don’t – all they see are dozens of ads that all look and sound the same.

Differentiating your ads from your competitors' is vital, and humor can be an excellent way to accomplish this. However, what’s funny to one person might be deeply offensive to another, so if you opt to take this approach, be sure to A/B test your ads to see if your prospects get the joke.

NOTE: If you want to poke a little fun at a competitor as a joke, that’s probably fine. However, be careful about how you choose to do this. Making blatantly false accusations or claims could land you in hot water or lead to sanctions from Google or Bing, even if it’s done in jest.

5. Include Numbers or Statistics

Many users respond well to empirical evidence. Hard data can be a trust signal, and it can plant the seed of trustworthiness in the mind of your prospect. This is why McDonald’s uses its “Billions and billions sold” slogan on its signage.

 

This ad is particularly effective, as the ad headline tells me right upfront how much I can expect to pay (roughly) per page of translated copy. Obviously this could be subject to certain factors, such as the source and desired languages, but this was the only ad I was shown that used hard figures, putting it ahead of the rest by a fair country distance.

It might not be as compelling as Perry’s problem-solving technique, but it gets the point across succinctly (a must when you have so little space to work with), and can create a positive association between your offering and the prospect’s desired outcome. Speaking of outcomes…

6. Think Carefully About User Intent

If you’re not writing PPC ad headlines with user intent in mind, you could be missing out on countless opportunities.

Many companies see PPC ads as a way to wax lyrical about their product’s features. This is a mistake. Remember, nobody cares about you or your product – only how it can solve their problems. Of course, determining what those problems are means thinking about the search that displayed your ad to the prospect in the first place.

7. Use Empathy

As well as wanting to solve their problems, people want to know that somebody else understands what they’re going through. This is what makes empathy such a powerful technique in the best ad headlines. By sympathizing with your customer’s problem, you’re creating a bond between you, which can increase trust – or, at the very least, catch their eye.

8. Use Simple Language

The digital marketing industry has more buzzwords and jargon than many of us care for, and I’m sure you probably use some specialized terms in your industry, too. However, that doesn’t mean you should cram your PPC ad headlines with enough jargon to confuse or deter your prospects.

Use simple, easily understood language in your headlines. It makes them easier to read, more accessible, and more clickable. Don’t put prospects off before you’ve even started by overwhelming them with intimidating and often-useless buzzwords or acronyms.

9. Use Social Trends as Inspiration

Look at what people are talking about in your industry through social media and use that to inspire your headlines.



Twitter offers a helpful “What’s trending” section to help you quickly identify trending topics based on your preferences, and hopping on a temporary bandwagon could help you capitalize on social trends to capture additional clicks. Be wary of the (very) fleeting nature of some social trends, though – this is definitely not a “set it and forget it” approach.

10. Make Use of the Character Limit

Don’t use unnecessary words or characters for its own sake, but make sure you take full advantage of the 25-character limit in your PPC ad headlines. Be as descriptive as you can, and make sure that your ads outline exactly what users can expect when they click on them. Speaking of expectations…

11. Don’t Make False Promises or Bogus Claims

Including blatantly false information is a quick way to have your ad disapproved by Google and Bing. If you make a claim in the headline of your ad, make sure either the ad copy or the landing page (preferably both) back it up with real data, customer testimonials, or some other verifiable evidence.

 

The example above serves as a good example of making claims that can’t easily be verified. According to whom is this site the “No. 1” online fishing tackle shop? This claim isn’t just impossible to prove – it also wastes precious space that could have been used to promote something unique about the business.

Failing to deliver on a promise is one of the fastest ways to harm your brand and lose prospective customers, so don’t write checks your ads can’t cash.

12. Be Obsessive About Punctuation, Spelling, and Grammar

Just because you only have 25 characters to work with in your PPC ad headlines doesn’t mean you shouldn’t spend time making sure your ad is grammatically correct. Misspellings will make you and your business look foolish, so run everything through a spellchecker before submitting your ad for approval.

 

Unfortunately for this business, the ad above is just terrible. First of all, I’m not even sure if this is relevant to my search term (“cremations”). Secondly, I can’t tell if they literally offer 1,310 simple cremation services, or if this means that a simple cremation service costs $1,310.

If, like many businesses, you operate in foreign markets (such as Canada and the U.K.), consider using appropriate spellings for those countries. It might not seem like a big deal, but it could make a big difference.

Punctuation is also tremendously important, and can have a profound impact on the meaning of a phrase.

13. Focus on the Benefits…

Similarly to writing PPC ad headlines with user intent in mind, remember that people want to know how choosing your product or service will benefit them. Sales professionals often keep a mantra in mind – “What’s in it for me?” – when talking to prospects, and you should too when writing ad headlines.

 

Resist the temptation to use your headlines to talk about how awesome you are. Instead, focus on how your product will make your customers’ lives better, like the example above does.

14. …Or Focus on Prospects’ Problems

Let’s say you’ve lost your keys after a night out on the town. Even if you see three or four ads for locksmiths, you’re probably going to be in quite the panic.

 

In the examples above, the first ad is the worst. I don’t care if the business is family owned and operated, or one of thousands of franchises owned by Wal-Mart – I just want to get back in my house.

The third ad isn’t much better, as it’s asking me to go to another site and enter my details to find a local locksmith – an unnecessary second step that I’m unlikely to bother with.

The other three ads, however, are exactly what I’m looking for – phrasing that implies reliability, 24-hour service clearly stated, and some pricing information. I am a little curious what makes the fourth business “extreme,” though…

15. Use Fear to Your Advantage

This is another tip Perry Marshall stands by. Leveraging strong emotional responses like fear, suspicion and doubt is an excellent way to get your prospects’ attention and click on your ad.

Check out this example from Perry’s book, “The Ultimate Guide to Google AdWords, 4th Edition,” which shows this technique done extremely well:

 

Perhaps not the most ethical ad (or service, whatever it might entail), but there’s no denying that this ad catches the eye and makes excellent use of emotional manipulation to tempt the user to click on it.

16. Emphasize Your USP

Your unique selling proposition is what sets your business apart from the competition. If possible, include this unique feature in your PPC ad headlines. This may not be as effective if your USP isn’t genuinely remarkable, but it’s still worth thinking about, especially if some of the other methods aren’t working as well for you.

17. Think Beyond Dynamic Keyword Insertion

Dynamic keyword insertion, or DKI, is the process by which the keyword used in the search is dynamically inserted into your ad. DKI is a tempting proposition, especially if you’re targeting lots of keywords across several large accounts, but don’t rely on it exclusively.

As Larry pointed out in his popular post on how to triple click-through rates, DKI can increase click-through rates, as you can see in the figure below:

 

However, you’ll notice that in the top 5% of PPC ads – the unicorns – DKI doesn’t make much of a difference, and ads utilizing DKI actually perform less effectively in comparison to ads without DKI the farther along the graph.

DKI can be a useful tool, but you should also take the time to create genuine, unique PPC ad headlines that really speak to your prospects, too.

18. Include Quotes or Testimonials

If you have a loyal fan base or die-hard customers, put ‘em to work for you and include some of their quotes and glowing testimonials in your PPC ad headlines. However, exercise caution when using quotes, as this can sometimes backfire.

 

The example above tries to use this technique, but the results aren’t exactly clear. In this content, it’s not immediately obvious if the quoted headline is an actual quote, or whether it’s a testimonial. It could even be interpreted as making fun of the notion that diet pills work. Forget the suspicious-looking URL – the quotation marks in this example clearly need some work.

Use quotation marks to make it obvious that you’re quoting someone, and make their quote or testimonial relevant to the ad. If the quote includes a direct benefit of using your product or service (such as “I saved so much time!”), all the better.

19. Make Promises or Guarantees

Making a firm commitment to your prospect with your PPC ads can signify confidence in your product or service, which can be a powerful motivator for the consumer. This is especially effective if your business is operating in a competitive or crowded market. If you can’t fit promises like free shipping or a money-back guarantee in the headline, definitely consider adding it to the copy.

 

However, if you decide to make a promise in your PPC ad headlines, you MUST be able to deliver. If you don’t, you could do irreparable harm to your brand and credibility.

20. Be Crystal Clear About What You’re Offering

A lot of advertisers rely on trickery to convince you to click, but in many cases, this is the wrong approach. If a prospect is in the market for what you’re selling, you don’t need to trick them to buy from you – you just need to give them what they want.

 

The headline of the ad above is pretty much as simple and straightforward as it could be. It also uses the first line of copy to emphasize the benefit of the product.

Be clear and concise with your PPC ad headline copy. If the other tips aren’t working for you, simplify your approach and make your headlines as simple and clear as possible. That way, you eliminate any possible confusion about what you’re offering.

21. Spy on the Competition and Steal Their Ideas

Corporate espionage is great for business! Fortunately, you don’t need to break into the corporate headquarters of your biggest rival or hack into their computer systems to see what kinds of ads are working for them.

Tools such as SpyFu and SEMrush allow you to examine which keywords are performing well for other companies in your sector, as well as gain valuable insight into other areas of their campaigns such as landing pages. I’m not advocating for stealing ideas outright, but a little competitive intelligence could give you the edge you’re looking for.

Well, that about does it for this post. If you have any tips and techniques for great ad headlines that I didn’t cover, please be sure to share them in the comments!

Related Resources

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5 Call Tracking Mistakes that Are Hurting Your PPC Campaigns
The Do’s and Don’ts of Retargeting Ads: Top 3 Tips to Optimize Your Retargeting Campaigns
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Via Charles Tiayon
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Locke Chastaine's curator insight, February 9, 2015 10:18 AM

Writing headlines takes practice. Most of the time, after the article is published, I look back and think of a better headline.

Kelly Davis Beckley's curator insight, February 24, 2015 5:45 PM

Important tips for your email marketing campaigns!