This document discusses how to translate brilliant messaging across marketing channels by understanding audiences and inspiring desire. It emphasizes defining target personas based on buying power, motivation and frequency. Messaging should be tailored to different channels, with search focusing on needs, social media nurturing wants, and display planting seeds. Leveraging customer data through audiences is key to personalizing ads and guiding prospects through their journey. The goal is to consistently meet prospects' needs across all channels so they develop a craving for the brand.

1. Navah Hopkins
Turn Want Into Need:
Using Audiences &
Creative To Own Your
Prospects Desire

2. @navahf #adwexp 2
Agenda
Why Does Messaging Fail
Who Are Your People
Translating Brilliant
Messaging Across
Channels
#6 PPC Influencer in 2020
In the Industry Since 2008
About Me
Navah Hopkins

3. @navahf #adwexp
Ads Can Be Brilliant, Inspiring, & Enticing

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They Also Can Be Really Annoying

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• Ad is trying to be everything to
everyone
• Ad is boring and formulaic
• Ad doesn’t actually convey
intended messaging
There Are A Few Reasons
For This

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Ad Trying To Be
Everything To Everyone

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Boring Ads Kill CTR

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Ads Don’t Convey Intended Messaging
I had just
given and
I’m in the
25-34 age
range

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Capturing Desire Means Anticipating Your Prospects
Needs

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Ads Without Audiences Are Going In Blind: 14% of
Accounts Not Using Audiences At All*
*WordStream data based on 21000 Google Accounts with at least $1 of spend and at least 1 conversions

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Conflating Audiences Can Be Worse

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If We Will Nurture The Seed Of Desire Into A Forest Of
Need, We Must Own Messaging & Audiences

13. Who Are Your People

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You Will Never Be Everything To Everyone

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Understanding Who Are Your Most Profitable People
Will Help You Focus Your Creative Choices

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Building Personas For Your Brand Requires:
Buying Power Buying Motivation Buying Frequency

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• Has the authority to execute
• Has the funds to be a customer
• Has the charisma/authority to be a
brand ambassador on your behalf
Defining Power

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Targeting A Boss May Be a Waste
If They Delegate Execution To A
Trusted Team Member

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• Has needs that coincide with sales
cycle/core product offering.
• Has external/internal pressures
inciting them to act.
• Has an affinity for how brands act
Defining Motivation

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Channeling A Decision
Maker’s Insecurities &
FOMO: 60% Make A
Purchase Based On FOMO
Within 24 Hours
(trustpulse.com)

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37% Of All Global Consumers Fit Into The
“Aspirational” Buyer Persona. Social media Is How You
Reach Them. (GlobalWebIndex.com)

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Conscious Consumers Spend $300
Billion Per Year (Up 10% YOY) & Are
Proud Of Their Impact
73% Of
Millennials Say
They’re Willing
To Pay More If
They Can Get
Behind The
Ethics.
(EcoWatch.com)

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• Can be cultivated into a recurring
customer or is profitable enough
on a single engagement
• The need applies to many and/or it
endures
Defining Frequency

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Are You Prepared To Relinquish Your Customers’
Desire?
70% of consumers look up brands
on Instagram before making a
purchase(AdEspresso)

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Even
Google
Knows To
Own Their
SERP

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Customer Marketing Is About Amplifying The Need
Your People Have & Their Love Of You

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If your People Skew Younger, You can’t Ignore Stories!

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Once You Know Who They Are,
You Can Begin Message Mapping

29. What Inspires Desire By Channel

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We Can Reach Our People As They:
Search Connect View

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Search Is A First Touch For Many – And That’s Not
Useful!
60% of consumers find new
products via Instagram(AdEspresso)

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In An Ideal World, We’d Orient Our Copy/Budgets In
This Order:
SearchConnect View

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But You May Not Have The Budget For The Full
Funnel: Enter Audiences!

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Prequalifying Spend With Audiences Crowdfunds Your
Prospects’ Desire – Capitalize On Your Competitors!

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Average CPA Tells Us We Need To Prequalify Traffic
With Previous Behavior
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
$180.00
CPA
CPA Averages Q4 2019
Similar Audience Custom Affinity Custom Intent In-Market
Website Visitors Customer List No Audience
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions

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Search Can Be Too Expensive For First Touch
Monthly
budget will be
30.4 X daily
budget

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By The Nature Of
Search, Prospects
Already Have The
“Need”

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Search Needs To Be
Prepared To Meet
The Need
No shipping
details on a “fast
shipping” SERP

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Audiences From Analytics Allow You To Build Off Of
Different Steps In The Journey

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Prospects Are More Likely To Engage If You Honor
Their Past
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
CTR
CTR Q4 2019
Similar Audience Custom Affinity Custom Intent In-Market
Website Visitors Customer List No Audience
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions

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Conversion Rates Favor In-Market: Let Your
Competitors Pay For Want So Prospects Are Who You
Need
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Conversion Rate
Conversion Rate Q4 2019
Similar Audience Custom Affinity Custom Intent In-Market
Website Visitors Customer List No Audience
21000 Google
Accounts with at
least $1 of spend
and at least 1
conversions

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Inspiring Need Often
Comes Down To
Amping Up
Internal/External
Pressures

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Facebook Ad: Which Do You Desire?

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• There’s an onslaught of media –
you have to stand out.
• Unless you’re ecommerce,
conversions should be treated as
steps in the journey, rather than
profit indicators.
Facebook Rules Of
Engagement:

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Video Ad: Which Do You Desire?

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• Front-load your brand and value –
most folks skip at the first
opportunity (saving you money)
• Honor your video’s channel: if
prospects go there to watch
content, pump up the volume!
Video Rules Of
Engagement:

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Display Ad: Which Do You Desire?

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• If the goal is conversions, build in
creative clues to get prospects to
act.
• Marry personas in creative to
personas in audiences.
• If the goal is awareness, highlight
the key message in creative.
Display Rules Of
Engagement:

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Text Ad: Which Do You Desire?
Ad A Ad B

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• Engages the prospect in
personalized language.
• A call to action the user can
complete on the landing page.
• Addresses the pain points that
inspired the query
Search Rules Of
Engagement:

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Trends in CTR When Humans Write the Ads
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Include H3 & D2 Include H3, No D2 No H3, Include D2 No H3 & No D2
Q3 2019 CTR
CTR
50,618 ads
with at least
one click in
Q3

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Trends Human Crafted Headline CTR
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
CTR
Q3 2019 CTR
$ Your Free Call Demo We Try Learn
50,618 ads
with at least
one click in
Q3
$: 962 ads
Your: 1758 ads
Free: 2155 ads
Call: 824 ads
Demo: 112 ads
We: 1489 ads
Try: 228 ads
Learn: 153 Ads

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• Look for opportunities to replace
“try” with “learn”.
• Transparency in pricing
outperforms fabricated “free”
offers.
• Focus on the user’s needs over
your brand’s selling points.
Opportunities in Headline
Copy:

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Trends in Human Description CTR
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
CTR
Q3 2019 CTR
$ Your Free Call Demo We Try Learn
50,618 ads
with at least
one click in
Q3
$: 568 ads
Your: 6235 ads
Free: 3218 ads
Call: 2428 ads
Demo: 225 ads
We: 4324 ads
Try: 435 ads
Learn: 781 Ads

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• “Try” outperforms “Learn” in
descriptions, don’t overuse
headline copy!
• Specific copy matters less in the
description than leveraging the
second description
• Prospects expect to get some
insight on pricing in the ad.
Opportunities in Description
Copy:

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Depending On Your Target Market, You May Need To
Try Harder
Statista April
2019: 2200
participants
18 and older

57. Translating Want Into Need Across
Channels

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I Asked “My People” What Inspired A recent Purchase That
Wasn’t Really A Need

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These “Wants”
Correlate To
Human Needs

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Impulses Are Actually
Nurtured Needs

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Video Can Empower Wants Into Needs…Or Fear Into
Impulses

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Auditing Search Terms and
Audiences Can Help You
Build Custom Targeted Lists

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Unifying Language Can Help
Translate Brands Across
Networks. Don’t Create
Disconnects

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Craft Messaging
Based On How Your
People Search

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Low Search Volume/High Intent
Queries Make Some Of The Best
Creative

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Inspire “Impulses” With Instagram
And Profitable Conversations With
Facebook

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Use Questions & Comments To Influence Which Questions You
Answer With Transactional Search

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Let’s Talk About Frequency Caps

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3-5Per Day Per Person Is My Baseline

71. Takeaways

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Cross Platform Requires Adapting Your Creative,
But Core Message Must Be The Same

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Audiences Are No Longer Optional – You Must Leverage Them
Or Be Left Behind!

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Turning Desire Into Need Is A Game Of Consistency &
Personalization: Your Prospects Will Crave You If You Honor
Their Needs

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Thank You! Questions?
Navah Hopkins
navah@hennessey.com