Audience-first differentiation: paid search messaging that matters to your market

Learn the 3 proven strategies to write magnetic, audience-first ads that attract buyers and increase conversion rates.

Transcript

1. Audience-First Differentiation: Paid Search Messaging that Matters to Your Market Amy Hebdon PAID SEARCH MAGIC Speakerdeck.com/ahebdon @amyhebdon @amyppc
2. attract repel
3. 2023 Google Ads YoY Changes source: wordstream.com
4. 2024 Google Ads YoY Changes source: wordstream.com
5. vs vs
6. 3 Assemble Audience Offer
7. 1: Define & Differentiate the Offer What do I get in exchange for converting?
8. 3 P’s of an Offer Product Price Positioning
10. It’s a step counter It’s a step counter.
13. Define and differentiate the offer Is it clear what I’ll get in exchange for converting?
14. 2: Audiences & Anti-Audiences
16. If you don’t know your audience, you can’t write an ad that matters to them
18. Let’s turn this into an audience-first ad
19. Keyword audience: Bounce house renters
20. Keyword audience: Bounce house renters Most likely to convert
23. Keyword audience: Bounce house renters Target Audience Anti-audience Ultra-stylish bounce house renters in Middle TN
24. Audience-first bounce house ad
25. Should I click or skip this ad?
26. 3: Assemble Your Ad Like a Pro
27. Anatomy of a Responsive Search Ad
28. “Under the hood” of an RSA
29. And if you run out of gas, it’s easy to push Out of gas, it’s easy to push and if you run
30. The nonsensical unpinned ad
31. The redundant and vague unpinned ad
32. Google allows but discourages pinning
33. Paid Search Conversion Sequence
34. How do I know? Category? Is it for me? Message Hierarchy
35. Before:: After:
36. Gibberish plasma ad
37. “Best practices” plasma ad
38. Define and differentiate offer: Fast, safe, comfortable, convenient plasma donation. $800 payout.
39. Keyword audience: Plasma donors Target Audience Anti-audience New donors: value $$$, safety and convenience
40. Magnetic plasma ad
41. 3 Assemble Audience Offer
42. Impact of Magnetic, Audience-First Ads source: Paid Search Magic client data