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BoostCTR Rocks Elite Retreat With an Interactive Session on Ad Optimization

Monday, April 30th, 2012

 

David Greenbaum, CEO of BoostCTR

The Elite Retreat is an annual exclusive event that connects people who want to take their business to the next level with experts who can help them get there.

 

Last week, the 9th annual Elite Retreat event took place in San Francisco at the Clift Hotel, featuring industry experts and speakers such as Jason Nazar, Co-Founder and CEO of Docstoc, Tim Mayer, Founder of Heddle, and our very own David Greenbaum, CEO of BoostCTR.

 

In an event jampacked with intense conversation featuring the internet’s greatest minds, David Greenbaum took the stage to present a highly interactive session about ad optimization and the different techniques used at BoostCTR.

 

Because of the exclusivity of the event and the limited number of attendees, we’ve made David’s presentation available to you here on the BoostCTR blog, as well as on our SlideShare page. So hit play and enjoy 50 slides of PPC Ad Optimization goodness. (more…)

 

Posted in Ad Text Tips, Ad Writing Techniques, Conferences | No Comments »


3 Dos & Don’ts to Spring Clean Your Facebook Ads

Tuesday, April 17th, 2012

 

[originally posted on SearchEngineWatch]


Spring cleaning is on everyone’s mind these days, so if you’re gonna go all Martha Stewart on your basement, give your Facebook ads a little attention too!

im-not-your-average-maid-ad

 

Speaking of cleaning, this Facebook ad is perfectly timed but less than perfectly designed. Here are three things you shouldn’t do with your Facebook ads:

 

  1. Don’t Underutilize Images & Space The picture doesn’t make use of the full image size and really isn’t interesting to the target audience (most probably women). Yes, it does “go with” the headline, but the body copy doesn’t pick up on the curiosity factor and, frankly, who cares that this girl is “not your average maid”?
  2. Don’t Make it About You The headline is totally missing the What’s In It For Me (WIIFM) factor. It’s wonderful that she’s not average, but how does that benefit me as a user or consumer?
  3. Don’t Hide Your Real Value The body copy fails to make a compelling offer. Even worse, it commits the ultimate marketing faux pas (in my opinion) by offering you a“FREE Quote”, as if it’s a favor. I know a lot of us are guilty of doing this. Free webinars or whitepapers aren’t really free, are they? You’re offering valuable information in exchange for a person’s contact info and a chance to communicate with them. So the real value is not that your content is free, it’s the fact that it’s unique, educational and beneficial to your target audience. See the difference?

    4. (more…)

 

Posted in Ad Text Tips, Ad Writing Techniques, Ads in the Wild, Facebook Ad Tips | No Comments »


Ads in the Wild: Using and Testing The Images You Already Have

Wednesday, April 4th, 2012

 

[originally posted on PPCHero]

 

I spotted this ad on my Facebook page and a few thoughts flashed through my mind:

 

Hard to look at Facebook Photo

 

1)  Boy is that photo a jumbled, hard-to-look-at mess!

2)  “Secret Photo Skills”? Color me suspicious…

3)  I wonder if there aren’t more examples on the landing page?

 

Well, it turned out there were a lot of really cool examples of this guys trick photography on the landing page.  If you want to see the page “in the raw,” just click here. But if you want to see how using some of them would easily create some compellingly optimized ads for split testing, you can check out these mock-ups I made: (more…)

 

Posted in Ad Text Tips, Ad Writing Techniques, Facebook Ad Tips | No Comments »


Benefits vs. Features: What Makes a Better PPC Ad?

Monday, March 26th, 2012

 

[originally posted on Search Engine Watch]

 

Before writing a PPC ad, you might find yourself with this dilemma: When should your PPC copy create a powerful mental image of the product or service’s end benefit, and when should you focus on establishing credibility and addressing concerns about the path to achieving that benefit?Choice

 

In normal, longer-form copy, you don’t have to make such a stark choice since you can usually highlight both the benefits and prove your product or service’s ability to deliver that promised benefit. But that’s usually not an option when you’re limited to 90 characters. (more…)

 

Posted in Ad Text Tips, Ad Writing Techniques | 1 Comment »


PPC Ad Optimization: 6 Top Elements to Test

Monday, March 12th, 2012

 

[originally posted on Search Engine Watch]

 

Everyone knows the importance of testing and optimizing ads, yet no one seems to be doing it as often as they’d like to. A wise man named Bryan Eisenberg once said that successful companies run at least 30 tests a month (granted this includes landing pages too). Are you anywhere close to that? Would you like to be?

 

Now more than ever, it’s evident that people are starting to embrace a testing and optimization culture in their organizations, even though it’s rarely anyone’s single role or job. I’m still waiting to see a business card that says Jane Smith, Testing & Optimization Specialist.

 

With a myriad of tools and education available to us (often at little to no cost), what’s stopping us from testing and optimizing on a regular basis? Perhaps it’s because you don’t know where and what to test.

So if you don’t know where to start…

Test Where There’s Traffic

There are two upsides to testing in high-volume ad groups:

  • It will help you determine which metric to test for (CTR, CPI, etc.).
  • Your tests will conclude a lot faster. And when they do, you can take what you learned or elements you’ve found successful and disseminate them across your entire account.

How About What to Test?

What may sometimes seem like a simple 90 – 130 characters on the surface is actually a daunting combination of a whole bunch of different elements you can test.

 

ppc-elements-to-test

  (more…)

 

Posted in Ad Text Tips, Ad Writing Techniques, AdWords Ad Best Practices | No Comments »


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