Not to point any fingers, but how many marketers are guilty of asking designers something along the lines of “Can you just make it prettier?” For many marketers, working with a designer can be one of the most challenging tasks they face while building a brand. Communicating their wants, needs, and visions can lead marketers into a minefield of misunderstandings. Despite working toward the same goals, designers and marketers speak different languages. Designers are specialists who have learned to translate concepts visually, but that method of communicating information requires plenty of education and training. Marketers are no less specialized than designers, and increased digitalization has led us to use more technical jargon—marketers love their buzzwords—and complex processes. Most words we use to communicate meaning just don’t add up: The word “flat,” for instance, has a completely different meaning to designers than it does to marketers—and most other folks, for that matter. On top of the inherent differences to each role, the way people communicate meaning and value changes constantly. The speed of modern communication has altered our expectations of turnaround times, and the introduction of 5G is about to change the speed of communication yet again. When frustrations and miscommunications arise, this tension leads to diluted messaging and diminished relationships with their target audiences. If marketers and designers commit to speaking a common language, their relationship and reliance on each other will lead to superior marketing assets: Good design results in world-class branding, after all. Bolster Your Brand by Learning to Speak ‘Designer’Don’t let the fear of lousy communication stand in the way of an awesome partnership with your design team. Here are three ways you can keep projects running smoothly: 1. Get together before the project beginsDesigners aren’t mind readers. They cannot pluck an idea from your brain and turn it into something marvelous without plenty of direction, clear expectations, and guidance along the way. At the start of the relationship—or any new project—set up a meeting to discuss your vision. Be clear and specific about your goals, and admit what you don’t know or still have to find out. Ask the designer what he or she needs from you. Use this meeting to also forecast the timing of the project. According to our in-house data, basing timelines on previous projects causes teams to underestimate how long a project will take 67% of the time. To avoid this trap, outline any expectations about turnaround times and revisions before building a timeline together. When possible, allow designers to take the lead on project timelines or stages. Give your designer everything he or she might need to understand your brand and target audience. Explain the demographics you’re trying to reach, how your audience interacts with your brand, and what promises or values you want to communicate. That might seem like a lot of information, but it will empower your designer to make intuitive choices without micromanagement. Without clear expectations, it’s easy for a designer to follow a tangent that made sense in the drafting stages but doesn’t necessarily align with your end goal. 2. Commit to overcommunicatingWhen you’re establishing a new relationship or project with a designer, err on the side of overcommunicating. Ask plenty of questions, and don’t assume anything. Get clarification about the designer’s thought process, ideas, and—especially—suggestions. Check in regularly to see whether the designer has everything he or she needs. Explore different methods of communicating to find an approach that works for both of you. Chat platforms like Slack are great for quick, on-the-go check-ins, but nothing beats a face-to-face meeting or video call for sorting out problems and expectations or stirring up excitement for ideas. It’s equally important to provide written documentation of all expectations, budgets, timelines, and directions. Don’t let creative briefs linger in a folder on your desktop; get them to your designer right away. You can set your projects up for success by treating this early step as a collaborative and informational process. Once you’ve established your preferred mediums and cadence of communication, you can settle into a more relaxed rhythm with the knowledge that everyone’s on the same page. 3. Give constructive feedback that’s design-specificClear and constructive feedback is essential to a productive relationship with a designer. Saying only “I love this” or “I don’t like that” doesn’t cut it, and vague comments such as “Make it cleaner” won’t help designers decide what to do next. High-quality feedback builds on good ideas and explains why “bad” ideas won’t work. A designer’s job is to solve and create, and your goal is to present a challenge with a problem to overcome. Don’t impose solutions—ask designers for input and ideas. If discussions start to go in circles, steer the conversation back to your pain point. Try to explain precisely what bothers you about any problematic elements, but give your designer the freedom to own the work they are doing. Trust your designers and embolden them to offer their own evaluations without having to fear that you’ll ignore them or take offense. Create this safe space in your meetings by introducing feedback from the beginning. Designers might speak in colors and shapes rather than metrics and data, but you can work together to forge a shared language. Start this relationship off strong by bridging the gap and finding ways to communicate, and the results will speak for themselves. The post 3 Ways Marketers Can Avoid a Communication Breakdown With Designers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. from https://blog.marketo.com/2019/04/3-ways-marketers-can-avoid-a-communication-breakdown-with-designers.html
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Let’s face it. There are plenty of rabbit holes to dig into when going through your Google Ads account. Collecting data, recognizing the trends for optimization and other paid search strategy efforts often do not come as quickly as we’d like. The problem? As digital marketers, time is not always on our side. We are expected to bring in results in a timely manner but some factors are slightly out of our control. Cue in Google, who offers time-saving options, courtesy of their massive amounts of data. But do these options actually improve our campaigns? Here are some experiences I’ve seen during my time working with various Google Ad accounts at Directive, a search marketing agency focused on B2B and enterprise. Let’s break them down together. Targeting ToolsSetting up proper targeting is a crucial paid search strategy for your Google Ads campaigns. With search, you can control targeting through keywords you bid on as well as the match types you utilize. With display, it is through the audiences you build or the ones available in the Google Ads platform. See below: Each campaign type also has options that allow Google to increase your targeting range. With search campaigns, you have the option to show your ads to Google search partners. This extends the reach of Google search ads to hundreds of non-Google websites. These also can extend to YouTube and other Google sites. Choosing this option includes a notification that informs you that “most advertisers include their ads on Google search partner sites.” See below: After auditing an account, we found a client of ours did indeed decide to include search partners and saw the following results: We do see a large spike in conversion volume from search partners, but also a much higher cost-per-conversion. Additionally, there is a 90.25% impression share from Google search, meaning there is still room to show ads there. Had more budget gone to Google search and a bit less to search partners, this client would have obtained conversions at a cheaper cost, and ultimately a lower cost-per-conversion in this campaign. While setting up a display campaign, you can boost your reach through automated targeting. See below: Looks pretty great right? One of our clients set up a remarketing campaign using the above settings. Here was the overall performance: Something did not seem right here! By targeting users who are already familiar with your brand, you should have a better conversion rate than .25%, right? So what happened? Well, when looking at how the site visitors performed we saw the following: And in comparison, this is how the set of conservative automation performed: We see a massive difference here in performance. Even at “conservative” automation, 82% of the budget went towards automation, despite it performing much, MUCH worse. Proper targeting is the foundation for success in your campaigns! Please keep this at the forefront of your mind. If your goal is lead generation, avoid opting into automated targeting until you feel you are capped out. Even then, do not set and forget; you could be wasting spend on audiences you have no control over. If your goal is awareness, these options are an excellent way to expand your reach, get more exposure, and drive more users to your site. Bid BuilderIf you’ve got a lot of keywords in your account, manual bidding can be quite a pain. Google’s smart bidding can alleviate the time-consuming chore of keeping track and adjusting your keyword bids. Additionally, they provide multiple options to fit the campaign’s needs:
These can all be beneficial options depending on your campaign goals. One of our clients had a campaign rich with conversion data, averaging around 200 conversions a month. The more conversion data, the better, as Google’s algorithm can learn quicker and begin producing more “bang for your buck” in a shorter amount of time. We decided to run an experiment here testing out max conversions against the manual strategy and saw some pretty interesting results: After a few weeks, we were not seeing much difference in terms of volume or conversion rate. The big difference here was in the costs associated with each strategy: Using the automated strategy, our CPC’s went up a whopping 63%! So while conversion volume may not have grown, our CPA certainly did! We ended up ending the experiment and sticking with manual bidding. This isn’t to say automated strategies are always going to be wasteful. We’ve used this strategy on many clients and have seen it deliver the best volume and lowest CPA one of our client’s campaigns had ever seen. We’ve seen the Target CPA turn around performance and improve account level CPA. We have keywords that we want showing 100% of the time due to their value, and Target Impression Share worked towards accomplishing that goal. The lesson here? Always experiment before switching over. We’ve seen varying results depending on the industry, offer, and branded vs. non-branded keywords. Personally, I’ve seen these strategies work best after the campaign has been running for a while and is well optimized. After it’s been up, experiment with Smart Bidding to get your campaign to reach that next level. Creative CollaborationSo, everything we’ve talked about thus far has been on the backend, but what about the creatives your customers see? Google has an answer for that as well in the form of responsive search and display ads! With responsive search ads, you can input multiple headlines and descriptions and have Google mix and match to find a winning combination. Ideally, this frees up time from creating tons of different ad variants to try and find the winning combination of copy. Let’s take a look at one: We can see a superb click-through rate, but not so great CPA. What is more troublesome is the inability to find out what exactly is wasting spend. If you click on the “view asset details” outlined above, you’ll be met with the following: We can see the different combinations and the percentage of times they showed, but impression numbers are all you get; no conversion numbers, conversion rates, or cost-per-conversions associated with the combinations. This prevents us from being able to double down on what is working, and pause what is not. Responsive search ads could potentially be a game changer if each piece of copy had the previously mentioned stats to accompany, but without them, we cannot really analyze the copy winners and losers. A certain combination served may get you a lot of clicks, but may not resonate with your landing page compared to another combination receiving fewer clicks. There’s just no way of knowing for sure at that moment. On the display side, you can work with responsive display ads. Rather than manually creating different banner ad sizes, you just upload an image and a few lines of copy to accompany. Then, Google is able to fit your ads in more placements and create various combinations like responsive search ads. We tested one of these against our standard banner ads and got some excellent results. The top row shows the entire ad group’s metrics, while the bottom shows the responsive display ad’s: The ad was responsible for more than half of the ad group’s conversions, despite being less than a quarter of the spend. Automation seemed to perform well here. Like responsive search, however, there is no way of understanding what is working or not. In this case we ended up just pausing the manually built display ads, and testing the responsive against another responsive to try and get a better grasp. All in all, responsive ads can save you a chunk of time in the creative process but lack the insights to dive into what messages seamlessly transition users from ad to landing page and then to the desired conversion action. These ads are worth having in your back pocket though, so test them out against your current ads and see how they perform for you! Overview and Recommendations RefreshHave a big account? Don’t know where to start? These tabs within Google Ads give you general insights into various campaigns, ad groups, and keywords. See below: This tool helps you gain a high-level understanding of trends or abnormalities going on within your Google Ads account. For example, in the Overview section, we get insight into some words that triggered our ads, without having to dig through search terms: If you’re seeing a lot of irrelevant terms here, it is a good indicator you need to go in and clean up your search terms and add some negative keywords. In the example above, we’ve outlined a word used in a search, which triggered our ad to show. This word is not relevant to our services, and therefore we would add this as a negative keyword. Removing these types of words is crucial for reducing wasted spend and prevents your ads from being triggered by searches that are not related to what you offer. The recommendations tab offers advice on where you should boost spend or expand your campaigns. Take the advice here with a grain of salt. Sometimes the recommendations may not have your campaign goals in mind. For example, we were running a video campaign and were met with the following advice: Seems pretty obvious that adding more money into our daily budget will earn us more video views, right? But what about engagement metrics? Are these users actually making their way to the site? If they do, are they bouncing quickly? If they don’t, how many pages are they visiting? The whole point of this campaign was to spread awareness for one of our client’s products and see if video ads enticed users to travel to the site. We cared more about how our audience was performing and whether they were making their way to the site to learn more after a teaser clip, than just showing a video to the masses. The above recommendation does not provide those insights, only how to increase your cost and views. Click-through-rate, bounce rate, and pages per sessions are a better way to understand your goals and should be considered before adding more money to your daily budget for more views. Again, take everything on these pages as simply suggestions. Use them as a roadmap, as they can be good indicators of areas to dig into within your account. However, make sure you follow the breadcrumbs and investigate before blindly adding more funds. More spend simply for visibility does not necessarily mean better account performance. Final FocusSetting up a Google Ads account to ultimately benefit your paid search strategy can be time-consuming and requires strategy and research. With so much to do within the account, it is tempting to let Google take over and run on autopilot. However, taking shortcuts early on can provide subpar performance and wasted spend on your PPC campaigns. But isn’t automation built to learn, adjust, and improve our search marketing efforts? To quote one of the most frequently used phrases in Directive’s pay-per-click department, “it depends.” While these options are available to make your life easier, they are not guaranteed to work. Should you try them out? Absolutely. Optimize, then test, but keep a close eye on what is happening within your account. Do your due diligence and ensure there are no holes in your search marketing campaigns that allow automation to hemorrhage your paid search budget. from https://www.ppchero.com/google-recommendations-are-they-helping-or-hurting-my-paid-search-strategy/ We’ve said it over and over and we’ll say it again, nothing replaces the value of a face to face interaction.We know that getting the chance to network with peers and the speakers is just as important as the topics presented at a conference. So not only do you get to hear from leading experts on paid ads at Hero Conf, we also make sure there are plenty of opportunities to chat with other attendees and have fun too. There are 10 unique networking opportunities that will be available at Hero Conf Philly, including events at unique locations with specialty foods from local vendors to night events to networking breakfasts and lunches. Get to know PPC Heroes from across the globe! Also, we know networking can be daunting, so here’s a Networking Guide on how to make the most of your time spent with industry peers. NOW, about those networking events….Monday, April 221. Don’t miss the first chance to meet your fellow PPC fanatics at the Welcome Reception from 7-9pm at U-Bahn! Situated above the local favorite, Bru, you’ll find us throwing a few back with Mortal Combat, NBA Jam, and variety of games. Plan your travel accordingly to join us and let us welcome you to our 8th annual Hero Conf. Tuesday, April 232. Start your day with our delicious Networking Breakfast. Look at it as an opportunity to reconnect with PPC friends as you enjoy a hot meal with more extras than you can count. 3. Our Networking Lunch will be fresh farm to table foods with local flare. Take the time to meet some new PPC pros and expand your community. *We don’t do boxed lunches. It’s just not our thing. You’ll get full breakfasts and lunches at Hero Conf. 4. The afternoon Networking Break allows a chance to relax amidst the jam-packed days of PPC Content, filled with delectable snacks. 5. Immediately following the final keynote, jump over to our afternoon Quora Happy Hour for a chance to wind-down and process the actionable takeaways from Day 1 at Hero Conf. 6. An event unlike any you’ll find at industry events, join us at Lucky Strike 8-10pm to Mingle with Microsoft Advertising. We promise, you don’t want to miss this. Wednesday, April 247. Day 2 starts with another enticing spread for our Networking Breakfast. Enjoy a hot breakfast and catch up with those #PPCChat folks you’ve been dying to talk to. 8. Another Networking Lunch, another fantastic local meal. Find a speaker you admire and chat away at our extended lunch. 9. The afternoon Networking Break gives you another chance to relax to give you the pick-me-up you need to finish Day 2 strong. 10. Although the event will close, we’re not done with our networking. Connect with our event partners to expand your industry outreach and make sure you leave with all the right tools.
Hero Conf is in less than 2 weeks!
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Tips to Lower High Cost Per Click
Many advertisers continue to report a rise in despite the downward trend reported industry-wide. My team recently acquired an account where the CPC had doubled in the past year with the largest increase coming out of Q4 when the Merkle reported a shift back towards the norm.
The process below are areas we investigated in order to help understand why and formulate next steps to lower with the end goal being a CPA that was in line with the clients 3-year rolling average.
Check the Competition
A great starting point is to dive into Auction Insights to glean any yearly, quarterly or monthly shifts. In many markets we are seeing an increase in competition from big brand names, such as Amazon.
A shift in competition can be the result of many different account factors and the next step is to consider why: Is it a result of keyword expansion, a new competitor in the auction, a more aggressive existing competitor, etc. Reviewing the cost vs the return can help marketers decide if the expansion is worthwhile or if going head to head with a large heavy hitter is worth the rise in CPC.
End Goal Focused Automation
Investigate the type of automation used by the campaign and consider if it is the best method to get the desired results. When reviewing this aspect of the account, focus more on the CPA or ROAS. The goal of this analysis is to reach a happy medium. If we are able to get more conversions at a higher cost per click then the rise will be justified.
In the account example, our high funnel broad campaigns were set to maximize conversions. A separate broad campaign utilizing TCPA had a discrepancy in reporting between Salesforce and Google Ads, which led to a higher CPQL (cost per qualified lead). In Campaigns reporting a lower CPA we recommended leaving on maximum conversions.
Campaign Structure
When considering automated bid strategies one area highly recommended to review is the account structure. The use of automation requires data collected faster, smarter, more accurately, and from a wider sample base. Without volume the algorithm can jump to the wrong conclusions. The data sample must also have synergies. Many marketers are segmenting campaigns by intent. This allows the algorithm and the marketer to consider different goals and behaviors.
Quality Score
Another area to review when working to lower CPCs is ways to increase quality score. In this quest the focus is not on the actual quality score figure, identifying gaps for potential improvement. A few key areas I’ve found gaps include:
- Building out responsive text ads
- Comprehensive ad extensions
- Eliminating low performing
- Ensuring alignment of ad groups to landing page
This list doesn’t exhaust all the ways to lower CPCs. It is a starting point to help find the rabbit hole that will lead to an ah-ha moment in each unique account. This method simply has allowed us to begin to embrace automation without continuing to fall prey to the imperfections.
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https://www.ppchero.com/tips-to-lower-rising-cost-per-click/
You’ve heard over and over that YouTube Ads can expand your reach, garner more engagement, and result in a fantastic ROI. But wait…back up a minute. How do you know what creative works for your audience? What should you be spending? What can you expect on your return? How will YouTube Ads profit compared to the ads I’m already running?
Do these questions sound familiar?
In this webinar, Hanapin’s Connor Regan, Shakr’s Mikkel Høimyr, and Variable Media’s Cory Henke will discuss the key metrics you need to be paying attention to in YouTube Ads, how to determine your campaign structure, and how to evaluate creative and know what works for your audience.
In addition, you’ll learn:
- New capabilities and products that YouTube Ads offer and how you can take advantage of them
- How to compare YouTube Ads correctly with the metrics from your search ads, social ads, etc.
- How to use YouTube Ads for both high-funnel and low-funnel approaches
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https://www.ppchero.com/boosting-youtube-roi-with-key-metrics-and-creative-strategy/
In a way, sales reps are like nurses or doctors. They take people’s temperatures to determine how they’re feeling. A “hot” prospect is ready to buy. A “cold” prospect is merely browsing inventory.
Before the internet, this heat check was usually performed in person. Sales reps would get a good sense of how interested someone was in their company’s products or services by spending some time with them.
Qualified leads would ultimately receive more attention—the sales rep might play 18 holes with them to help close the deal. For people looking to buy later, an occasional phone call to nurture the relationship would suffice.
But with the way modern customers conduct online research prior to purchasing, the human interaction aspect of qualifying leads has all but disappeared.
Many companies today have turned to innovative marketing automation software to analyze a prospect’s digital engagement behavior and determine whether they’re qualified enough to move on to the next step in the sales cycle.
But successfully qualifying leads for sales means having three key fundamentals in place:
1. A solid definition of “lead”
First things first. What’s a lead? At Marketo, we define a lead as any “qualified prospect that is starting to exhibit buying behavior.” That could mean when somebody begins following a social media account, subscribes to an email newsletter, or browses a product page on a website.
Of course, every business should have its own definition for what a lead is. Why? Because differentiating a lead from a non-lead will help you determine who’s worth nurturing and who’s not.
If you haven’t yet defined what a lead is for your organization, here’s how to get started:
Schedule a sit-down between sales and marketing. Talk about what your target market looks like, who’s in your database already, and what kind of buyers are currently closing deals. You’ll also want to discuss things like when to start lead nurturing and what makes a bad lead.
Marketing operations usually has access to the tools, systems, and data that tell you everything you need to know.
Once you’ve developed a solid definition, write it down. You’ll what to share what you’ve come up with so everyone’s on the same page.
And don’t forget to meet regularly. Your definition of a lead will change as your business grows or your priorities shift.
2. An effective lead scoring system
With a lead scoring system, you can assign values to prospects based on actions they take, behaviors they exhibit, and more. This will help you rank leads to determine which prospects are ripe for nurturing and which are ready to engage with your sales team.
There are four attributes you must identify through your lead scoring system:
- Lead fit: Collecting information around your prospects’ demographics (title, role, location), firmographics (industry, company size, name of company) and BANT (budget, authority, need, time) will give you an idea of whether they fit your ideal buyer profile. You can capture a lot of demographic and firmographic information through a registration page form. Gathering BANT data may require getting to know your prospects a little bit better—perhaps through progressive profiling.
- Lead interest: Studying your prospects’ online body language by analyzing how they engage with your brand will give you insight into how interested they are in your product or service. The more interest they show, the more likely they are to buy—and the more heavily you should shower them with attention and valuable content.
- Lead behavior: Certain prospect behavior shines a light on where they are in the customer journey. Visiting a website or attending a webinar are the signs of an early-stage prospect. Checking out a pricing page or watching a solution demo reveal buyer intent. You can take advantage of this information by offering early-stage prospects more educational content and passing off leads with high buyer intent to sales.
- Buying stage/timing: Knowing when your lead intends to buy is extremely important. If a prospect is just beginning to research a product, it’s not the time to put the hard sell on them. Instead, send valuable information about how the product can help solve their problems. By closely evaluating a prospect’s behavior, you’ll get a firm sense of where they are in the buying journey.
Developing a lead scoring system is a core component of lead management—and no department is better suited to help your company bring this system into fruition than your marketing operations team.
That’s because marketing operations has access to the data required to establish a lead scoring program—so it doesn’t have to rely on guesswork.
3. A culture built on testing and optimization
Like most things in marketing, your lead nurturing program shouldn’t be a set-it-and-forget-it endeavor. You’ll want to regularly test what’s working and what’s not so you can optimize your processes.
But what exactly should you be testing? In a word: Everything.
The goal of your lead nurturing program is to provide satisfying customer experiences that align with your audiences’ preferences and ultimately drive sales.
So, scrutinize every method you use to engage with your prospects. Measure how people respond to your social media posts, the offers on your websites, and the material in your videos.
Email nurture streams, in particular, provide a plethora of opportunities to test and optimize. You can:
- Assess how different variations of a subject line impact open rates
- See if click-through rates improve by swapping your content type
- Evaluate whether readers respond better to short or long emails
- Change the layout to learn what kind of design resonates most with readers
- Modify send frequency to get a better idea of how often audiences want to be contacted
By creating a culture of testing and optimization, sales and marketing can collaborate to turn qualified leads into surefire customers.
A new frontier of qualifying leads emerges with AI
The three fundamentals above will go a long way toward helping you successfully qualify leads for sales. But like we’ve seen before with the emergence of the internet, there’s always something new around the corner ready to shake up the status quo.
Today, that’s AI.
Sales reps currently spend a lot of time and attention just determining if a prospect is a qualified lead. Sometimes, it’s all for naught, as a months-long engagement could develop into nothing.
Hiring more sales reps isn’t the answer. But leaning on innovative conversational AI and machine learning could be.
Instead of an employee interacting with a prospect, an AI-driven bot could communicate with them. When a person visits a website, the bot can converse with them, help them, and, most importantly, collect the valuable insight needed to decide if they’re a qualified lead.
This allows human sales reps to limit their focus to building relationships with prospects who are actually worth their time.
A chance to transform lead qualification
With a few key principles and an eye on the future, you can do wonders for your lead qualification program. And it won’t be long until your entire organization feels the effects—experiencing more closed deals and higher revenue.
Download The Definitive Guide to Sales Lead Qualification and Sales Development to learn more.
The post The 3 Essentials of a Successful Qualified Leads Program appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
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https://blog.marketo.com/2019/04/the-3-essentials-of-a-successful-qualified-leads-program.html
I go back and forth on whether ad copy truly makes an impact on PPC. I’ve heard stories of how my co-worker’s sister literally just clicks on the first result on the SERP page or how one time this guy was working on an account and saw that there were still Black Friday ads running in May and they were straight up killin’ it. I’ve also worked with clients and poured over copy to get the message and branding just right. Creative is something I definitely care about, but it’s such a fickle cat. I’m tasked with trying to craft the message that will equally speak to my co-worker’s click-happy sister, the inevitable grammar-nazi that actually reads what they’re looking at on the internet, and the person who skims but doesn’t dive into the text (there are obviously a lot more types of people on the internet, but these are the people who come to mind).
A creative matrix is an easy way to organize how you want to approach ad copy and keep you accountable to your plan. One pitfall I’ve fallen into is throwing too many variations of ad copy at a problem campaign or ad group and finding that it just makes everything more complicated. Good ad copy variation isn’t about changing up one or two words or using “the” instead of “a”. Theme variation is where I’m learning the most about my audiences. For example, having an ad that speaks to pricing vs. an ad that speaks to expertise and an ad that highlights brand values. These messages help me learn what my audience really cares about.
Below is an example of a simple creative matrix. In April, I’ve launched new ad copy that is labeled with the “Theme Label” I’ve created in the Theme/Label column.
At the end of the month, I’ll pull the data and compare how each theme performed in the Brand against the Competitor campaign. From there, we’ll be able to determine which themes to continue running in May along with what theme we want to pivot to test to replace the losers.
Pop in whatever metrics match your KPIs and experiment with the layout to fit your needs. Since we’re aggregating data off of an implemented label, you can also easily create a pivot table that illustrates your data.
Final Thoughts
Organization is crazy important for campaign management. It can be really easy to want to test or run toward anything that sounds interesting or profitable, but without a strategy in place, it will likely end up a bust. Taking time out to properly map out your ideas can help you be more prepared for what’s to come.
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https://www.ppchero.com/building-a-simple-creative-matrix-template/