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Test that PPC Ad!

A Portent Interactive presentation about pay per click ad testing and using tools like MSN AdCenter, Facebook Ads and Google PPC resources. /nThis presentation is by Elizabeth Marsten from Portent Interactive.

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Test that PPC Ad!

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  1. Test that Ad! “One finds limits by pushing them.” -Herbert Simon

  2. Caution! Testing in Progress.

  3. MSN AdCenter • Use capitalization in headlines- while the entire headline can’t all be done in caps, words sure can.

  4. More MSN AdCenter • Want to use “FREE FREE FREE”? • No problem.

  5. Look Mom! FREE!

  6. Facebook & AdCenter • Facebook is a publisher partner of AdCenter – which means that AdCenter ads are showing on Facebook pages. • Which also means that whatever format or messaging you’re using in AdCenter, it shows up the same on Facebook.

  7. Hey look! SHOP!

  8. Show More for Less on Facebook • MSN doesn’t allow for specific publisher placements. • Exclude those less relevant publishers as much as possible with publisher performance reports. • Chances of showing up on Facebook with “enhanced” ads increases.

  9. Some MSN Property URLs to Consider Excluding • scout.com (MSN’s Fox Sports partner) • msn.foxsports.com • music.msn.com • realestate.msn.com • tv.msn.com • today.msnbc.msn.com • mail.live.com • advertising.microsoft.com • lifestyle.msn.com • local.msn.com

  10. Facebook Ads • Stricter editorial guidelines for capitalization and grammar. • Longer body text at 135 characters

  11. It’s Good to be Friends

  12. Dynamic Insertion in Display URLs • Insert a dynamic keyword at the end: www.examplesite.com/{keyword:woo-hoo} • Use all caps to really make it pop {KEYWORD} • The shorter the URL the better, drop the “www” for example. • Separate words with a “+”

  13. Be Dynamic!

  14. Fun with Site Links • Google’s new ad format with up to 10 links at 35 characters apiece. • 35 characters, hmmmm….

  15. You sell: Books, movies and music Your site links could be: Make You Sound Smart Books Movies that Explode with Awesome Shake You All Night Long Music

  16. Break it down further You sell: books Your site links could be: Swoon-Worthy Romances Mayhem & Murder Can You Solve it Mysteries Set Your Kitchen on Fire Recipes

  17. Take it One Step too Far You sell: Weight loss shakes Your site links could be: Why am I so fat? It’s Genetic. My Spouse is Fat. Help! I Can’t Live Without Bacon.

  18. Stalk them with Remarketing • Another recent feature from AdWords on the Content Network this year. • Set up a couple of remarketing lists and a custom combination and get the ones that got away! • For example: targeting users that put an item in their cart, reach the checkout page and bail.

  19. Create a Remarketing List

  20. Create a Custom Combination

  21. Now totally freak them out

  22. Display Ad Builder • Google’s adding more and more templates to help you create display ads for the content network. • You can upload any picture that’s yours… • So why wouldn’t you make it interesting to stand out a bit?

  23. Sports Drink?

  24. Ink & Toner Cartridges?

  25. And now for something completely different…

  26. Talk Jock

  27. Exploit Popular Movie Lines

  28. Ready? Set, Go!

  29. The Emotional Response

  30. Just for Men

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