1. Extreme Ad Optimization:
Harnessing the Power of Humans & Machines

2. House Keeping
• The webinar is recorded and will be made available
• The slides will also be available
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time

3. Meet the Speakers
Rob Lenderman Alexandre Pelletier
• Co-Founder & • Director of
CMO, BoostCTR Marketing, Acquisio
• Nuclear Engineering & • 15 years Internet Marketing
Online Marketing
• rob.lenderman@boostCTR.com
@apelletier
/alexandre.pelletier
/in/apelletier

4. HUMANS
BoostCTR

5. About Boost
We optimize online advertising through a network of
creative professionals and a software platform
www.BoostCTR.com

6. Today’s Agenda
How to align ad copy with
How to tailor ad copy to How to get more out of landing pages to maximize
specific searchers AdWords not only clicks, but also
conversions
Detailed best practices
The impact the click-
around How to test and optimize
through rate (CTR) on your
headlines, descriptions, UR your ad text after you’ve
ads has on your overall
Ls, launched a campaign
pay-per click costs
and image ads

7. “Brilliant” Ad Copy
Fascists at Amazon.com
Flights to
Corpses Hell
Leg In The Balls
KickAmputees
Great up Prices. Fascists for
Whatever PricesSmart Deals. On
Find Low you’re & top sellers,
Save deals on looking
Bargain to 35% onGreat Deals
shop today ononover $25 ship free
Save on Leg Official eBay Online!
you can get it Amputees. Site
Airfares. Browse eBay.
Qualified orders Promotions
www.ebay.com
www.SmarterTravel.com
Shopzilla.com
Amazon.com/dvd

8. “Brilliant” Ad Copy
 Terrorism: Pursue a certificate in terrorism 100% online, Enroll today.

9. “Brilliant” Ad Copy

10. PPC: The Demand Fulfillment Process
Search
Queries, Placements &
Personas Ad Copy Landing Page
A question is asked or An answer is given The promise is
demand revealed that makes a promise fulfilled (no not!)

11. Who Sees These Ads Anyway?
Intent Persona
Ready to
Level of purchase? Who are Where do
intent they? they live?
Comparing
Searching What are
Browsing they looking
for?
The Prospect

12. Who Buys Brain Games?

13. Meet Your Prospect
JASON
• Male
• Mid 30s
• Family
• Account Manager
• Disposable income
• Wants to be more
organized/ focused

14. Now Write an Ad!

15. A Tale of Two Ads
Ad 1 Ad 2
{KeyWord: Brain Training Games} Boost Your Brain Power
Sharpen Memory & Attention with Every Brain Needs a Gym.
Scientific Brain Games and Tools Fun, Web-Based Training Program!
www.Lumosity.com www.Lumosity.com/BrainGames

16. A Tale of Two Ads
Ad 1 Ad 2
{KeyWord: Brain Training Games} Boost Your Brain Power
Sharpen Memory & Attention with Every Brain Needs a Gym.
Scientific Brain Games and Tools Fun, Web-Based Training Program!
www.Lumosity.com www.Lumosity.com/BrainGames
Matter-of-fact, keyword rich Mental imagery and emotion

17. Which Ad Got +95% CTR?
Ad 1 Ad 2
{KeyWord: Brain Training Games} Boost Your Brain Power
Sharpen Memory & Attention with Every Brain Needs a Gym.
Scientific Brain Games and Tools Fun, Web-Based Training Program!
www.Lumosity.com www.Lumosity.com/BrainGames

18. Which Ad Got +95% CTR?
Ad 1 Ad 2
{KeyWord: Brain Training Games} Boost Your Brain Power
Sharpen Memory & Attention with Every Brain Needs a Gym.
Scientific Brain Games and Tools Fun, Web-Based Training Program!
www.Lumosity.com www.Lumosity.com/BrainGames
Benefits vs. features
Strong visual approach
Appeal to emotion
Brain Games in URL
Punctuation

19. A Promise
• Your ad represents a promise to your
prospects, which your landing page
needs to fulfill.

20. Cues from Landing Pages
Boost Your Brain Power
Every Brain Needs a Gym.
Fun, Web-Based Training Program!
www.Lumosity.com/BrainGames

21. Tip of the Iceberg
Let’s Talk CTR
There’s more to an increased click-
through rate than just getting more
clicks on your ads!

22. CTR and Quality
“ There are three components
to quality and the biggest
one by far is click-through rate! ”
- Hal Varian image by Joi Ito 2008
Chief Economist, Google

23. Factors in Computing Quality Score

24. Why is Quality Score Important?
1. It determines your ad rank 2. It determines your CPC
Ad Rank below yours
Bid × Quality Score = Ad Rank Actual CPC = + $0.1
Quality Score
You can rank higher with a high QS & The higher your QS, the lower your
low bid CPC

25. Which Ad Got +100% CTR?
Ad 1 Ad 2
Man Boobs Reduction Man Boob Treatments
Specialized Cosmetic Doctors. Lose Man Boobs Today With Our Help.
Request Your Initial Consultation! Experts in Melborne – Contact Us.
TheVictorianCosmeticInstitute.com.au TheVictorianCosmeticInstitute.com.au

26. Which Ad Got +100% CTR?
Ad 1 Ad 2
Man Boobs Reduction Man Boob Treatments
Specialized Cosmetic Doctors. Lose Man Boobs Today With Our Help.
Request Your Initial Consultation! Experts in Melborne – Contact Us.
TheVictorianCosmeticInstitute.com.au TheVictorianCosmeticInstitute.com.au
Headline
Specialized vs. experts
Consultation vs. contact

27. Which Ad Got +259% CTR?
Ad 1 Ad 2
{Keyword:Find Hotels By the Beach} Beachfront Hotels
Save Time. Find Lodging Near the Compare Beachfront Hotels In One
Beach with KAYAK Location Filters Fast & Easy Search. Save & Book.
www.Kayak.com www.Kayak.com/Ads

28. Which Ad Got +259% CTR?
Ad 1 Ad 2
{Keyword:Find Hotels By the Beach} Beachfront Hotels
Save Time. Find Lodging Near the Compare Beachfront Hotels In One
Beach with KAYAK Location Filters Fast & Easy Search. Save & Book.
www.Kayak.com www.Kayak.com/Ads
Stronger title tied to searcher psychology
Finding is before comparing. One step
removed (cycle)
Single easy search vs. Location Filters
(benefit vs. feature)

29. Which Ad Got +165% CTR?
Ad 1 Ad 2
P90X® - Official Site P90X® - Official Site
P90X® Home Work Out Program Tony Horton’s 12 extreme workouts!
Get Ripped in 90 Days. Order Today! Special TV Offer. Try it today!
Beachbody.com/P90X Beachbody.com/P90X

30. Which Ad Got +165% CTR?
Ad 1 Ad 2
P90X® - Official Site P90X® - Official Site
P90X® Home Work Out Program Tony Horton’s 12 extreme workouts!
Get Ripped in 90 Days. Order Today! Special TV Offer. Try it today!
Beachbody.com/P90X Beachbody.com/P90X
First line describes what product is
Consistent terminology. Do you know
who Tony Horton is?
“TV Offer” in a PPC ad is confusing
Strong benefit/feature “Get Ripped”

31. Which Ad Got +52% CTR?
Ad 1 Ad 2
Does Your CTR Suck? Your CTR Sucks
Use Our Ad Writer Network To Raise Time to try something new. Boost
CTR’s Dramatically. Learn More Now! your CTR & Conversions by 20%
www.BoostCTR.com www.BoostCTR.com

32. Which Ad Got +52% CTR?
Ad 1 Ad 2
Does Your CTR Suck? Your CTR Sucks
Use Our Ad Writer Network To Raise Time to try something new. Boost
CTR’s Dramatically. Learn More Now! your CTR & Conversions by 20%
www.BoostCTR.com www.BoostCTR.com
Assertive Headline
CTR AND Conversions
Performance oriented: 20%

33. Creating Ads Worth Clicking On
Attract attention Use benefits Differentiate your
with headlines liberally offering
Speak to the pain
Include keywords Include a strong
points of your
when appropriate call to action
audience

34. Creating Ads Worth Clicking On
Always be testing
your ads

35. Know Where to Test
Test Where the Don’t Set It & Your Ads Are
Traffic Is Forget It Beatable

36. Everybody Wins

37. MACHINES
Acquisio

38. Acquisio
The leading
platform to
buy, track, manag
e, optimize and
report on media
across all major
Search, Social and
Display networks.

39. Why Using Automation Tools?

40. Automation Categories
Bid Bid
Algorithms Rules

41. ALGORITHMS

42. How to Choose?
• Easier to get started • Require advanced skills
• Lower probability of error • More flexibility
• Good for optimization • More powerful
without an established • More risky
methodology • Help to differentiate
your offering

43. Algorithms Best Practices
• Conversion Based Algorithms
Best Uses
• Maintain mature campaigns
• Stabilize fluctuating campaigns
• Optimize highly competitive keywords
Not Recommended
• New campaigns
• Brand campaigns

44. Algorithms Best Practices
• Position Based Algorithms
Best Uses
• Establish new campaigns
• Maintain brand positioning
• Implement seasonal strategies
• Increase long tail keyword volume
• Optimize competitor keywords
Not Recommended
• ROI focused campaigns

45. Algorithms Best Practices
• House Keeping Based Algorithms
Best Uses
• Optimize highly competitive verticals
• Closely monitor new test campaigns
Not Recommended
• Display campaigns
• Competitor campaigns
• Branding/Awareness campaigns

46. Algorithms Best Practices
• Product Launch Algorithm Progression

47. Algorithms Best Practices
• Campaign Optimization Algorithm Progression

48. BID RULES

49. Bid Rules Template
• Achieve first page placement
• Lower overall cost-per-acquisition
• Maintain current cost-per-acquisition
• Generate more conversions
• Improve click-through rates
• Keep cost-per-clicks low
• Target a specific ad position

50. Build Your Own Rules
• Post Change To The Engine

51. Build Your Own Rules
• Send Alert to Yourself

52. Benefits of Automation
• Jump start new campaign launch
• Maximize campaign performance
• Reduce the time spent on low-value tasks
• Use your time for campaign strategy

53. Questions?