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Posts Tagged ‘Benefit’

Boost Announces Integration With Marin Software

Thursday, February 27th, 2014

 

Boost Announces Integration into Marin Software

 

San Francisco, CA – February 27, 2014 – We are pleased to announce a new level of partnership between two leading ad tech SaaS companies, Boost Media and Marin Software.

 

Below is the official press release from Marin Software:

 

Marin Software (NYSE: MRIN), provider of a leading Revenue Acquisition Management platform for advertisers and agencies, and ad creative optimization firm Boost Media today announced a partnership through which Marin customers will be able to utilize Boost Media’s ad-optimization platform. Directly within the Marin platform, Marin customers will now be able to leverage Boost Media’s network of expert copywriters and testing technology to improve ad copy and digital campaign performance.

 

Writing and optimizing ad copy is an ongoing challenge for many advertisers. Boost Media offers marketers a network of more than 1,000+ expert copywriters, who can create compelling and high performing ads across search and social channels. With this partnership, Marin customers can economically and systematically improve digital ad copy, leading to higher user engagement and improved campaign profitability. Additionally, product integration between Marin Software and Boost Media will streamline report-generation workflow and ad copy optimization for joint customers.

 

“Constantly writing and testing ads at scale across multiple campaigns can be a logistical nightmare for brands and agencies,” said Matt Ackley, Chief Marketing Officer at Marin Software. “Through our integration with Boost Media, we’re excited to be able to offer Marin customers a solution whereby they can improve ad copy and further maximize the performance of their digital marketing campaigns.”

 

“We are incredibly excited to partner with Marin. The combination of Boost and Marin enables advertisers to scale up their messaging to keep pace with their targeting and bidding.” Said David Greenbaum, CEO of Boost Media. “The industry needs to get better at personalizing the messaging delivered to highly segmented audiences – this partnership allows Marin and Boost customers to accomplish this.”

 

For additional information on Boost Media, visit www.boostmedia.com. To learn more about Marin Software, visit www.marinsoftware.com.

 

Schedule Your Private Demo >>

 

 


About Boost Media

 

Boost increases advertiser profitability by using a combination of humans and software to drive increased ad relevance at scale. The Boost marketplace is comprised of over 1,400 expert copywriters and image optimizers who competes to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms.

 

About Marin Software

 

Marin Software Incorporated (NYSE: MRIN) provides a leading Revenue Acquisition Management platform used by advertisers and agencies to measure, manage and optimize more than $6 billion in annualized ad spend. Offering an integrated platform for search, display, social, and mobile advertising, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Headquartered in San Francisco, with offices worldwide, Marin’s technology powers marketing campaigns in more than 160 countries. For more information about Marin’s products, please visit: http://www.marinsoftware.com/solutions/overview.

 



Put Them In The Picture

Thursday, June 13th, 2013

 

First, and as usual, pick the winning ad:




OK, so this week Ad B won. And here’s why:


Copy that engages the searcher’s imagination works better than copy that merely describes the product. And the better the copy causes the searcher to imagine using the product, the better the results. So when you compare the two ads on this basis you see that:


  • “Fix Mislabeled Songs” is a lot easier to picture than “Fix Mislabeled Music”
  • “Adding Album Art” to songs that are missing them is exactly how you’d picture doing it, whereas
  • “Filling In Missing Album Art” seems more abstract
  • And the whole process sounds easier and automated when you’re told that you’ll do it “in Seconds”


In other words, Ad B makes it easier to imagine using the software, and makes the software seen easy to use. So it wins, boosting CTR by a substantial 58% from a few very slight words tweaks


 



The Power of Internal Consistency

Friday, March 29th, 2013

 

When analyzing PPC Ads, it helps to break them down into their component parts: headline, first and second lines of body copy, and URL, being the major structural components, with things like offers, claims, deal sweeteners, and calls-to-action (CTA) being some of the functional components contained within them.


But when a searcher scans a PPC ad, she doesn’t look at individual components, she sees the whole ad and gets her gut-level impression of “click” or “not what I’m looking for” from that overall, split-second gestalt.


What this means from ad writers is that how the elements interact with each other is just as important as how the different structural and functional elements work on their own. And that’s exactly the dynamic involved in today’s Win of the Week:



Both ads have roughly the same structural and functional components, though the two ads swap the order of their 1st and 2nd lines of body copy, with Ad A starting with the CTA and then stating the benefit, and Ad B starting with the benefit and then moving to the CTA.


But which ad has the better overal coherence and internal consistency?


Well, Ad A won the competition with an astounding 481% increase in Click-Though-Rate. Oh, and Ad A also has the better internal consistency and gestalt from line-to-line. Here’s why:


    1. The “How to” in the headline promises the delivery of instructional material or information vs. the “Qualify Your Leads” of the losing ad which could promise the delivery of a service or lead sorting software product or something other than how-to-type info.
    2. The “Step by Step” description of the guide delivers on the “How to” promise of the headline vs. the “Better Identify Quality Leads” of the losing ad which still leaves people guessing about what exactly is being offered.
    3. The “Learn How to Uncover Best Leads” both reiterates the promises of the headline and first line of copy, while also strengthening them, because uncovering leads implies the ability to see through distracting or misleading “camouflage” rather than simply sorting through obvious or easily identified leads. Compare this to the losing ad which only clarifies exactly what is on offer in the last line and sticks with language that implies a sorting function rather than a proces of discernment.


    So Internal Consistency matters in PPC Ads, just as it does in most other areas of advertising, marketing, and, life in general.


     



Will THEY Think It’s a Benefit?

Monday, January 28th, 2013

 

First, take a look at this recent, winning contest:




Now, a couple of things about these two ads:

  • They both have the exact same headlines and URLs
  • Each ad has one and only one promotional claim/info-bit that the other ad doesn’t
  • The winning ad has “Get Exclusive Access” and the losing ad has “Style Delivered Daily”
  • Apart from those two differences, both ads contain “Premium Brands,” “80% off,” and “Free Sign Up / Join For Free.”
  • The winning ad way more than doubled Click-Through Rates, bosting it by 185%


In other words, apart from some slight rephrasing, the differences that made the difference between these ads comes down to the increased appeal of “Get Exclusive Access,” which seems reasonable enough, and the repulsive effect of “Style Delivered Daily,” which seems kind of odd to consider at first.


Why would “Style Delivered Daily” REPEL searchers?


Possible Answer: because people don’t want that many offers junking up their in box. Or maybe, because it now sounds like they’ll be marketing to you, rather than granting you “Exclusive Access.”


Either way, the point is that it’s entirely possible, and even likely, that the prospects for this ad didn’t consider “Syle Delivered Daily” to be any kind of benefit they wanted. And may have considered it something to be actively avoided.


Three Take-Aways


First, that without testing, this brand could have made that phrase a key tagline of theirs, without ever realizing that it was actively driving prospects away from their website. That’s how crucial PPC Testing is!


Second, that a professional ad writer can and should put herself into the prospect’s mindspace to see what might NOT be so attractive to them, even if it’s something the company feels IS a selling point.


Lastly, in order for a professional copywriter to take an outsider’s perspective, it really helps if they are actually an outsider — someone outside the organization. In this case, the winning ad was penned by Booster JeffBaum71, who is indeed outside of the client’s organization.

So… are you sure that YOUR selling points are really seen as attractions by your prospects? Have you tested it?