{"id":41419,"date":"2016-09-27T10:00:53","date_gmt":"2016-09-27T17:00:53","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=41419"},"modified":"2019-07-26T12:22:16","modified_gmt":"2019-07-26T19:22:16","slug":"better-ppc-ad-copy-smx","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/better-ppc-ad-copy-smx\/","title":{"rendered":"Creating Better Ad Copy: PPC Problem-Solving for B2B & B2C"},"content":{"rendered":"

This is a report from SMX East 2016. Search Marketing Expo (SMX<\/a>) features speakers from industry-leading digital marketers and search engine representatives. Subscribe to the BCI\u00a0Blog<\/a> to get coverage of key sessions sent to your inbox.<\/em><\/p>\n

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There are more than 1.2 million advertisers in the Google Search Network. With so many business and brands competing to show up in paid search ads, how can you stand out?<\/p>\n

Standing out is something search engine marketing leaders Pauline Jakober, Virginia Tonning, and Marty Weintraub spend a lot of time thinking about.<\/p>\n

From tips to crafting headlines to the results of testing ad copy to the effect of ad extensions, these three\u00a0shared their insights and tips\u00a0at SMX East 2016 through\u00a0case studies and experience. Here’s what they had to say.<\/p>\n

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From left to right, Marty Weintraub, Pauline Jakober and Virginia Tonning on the SMX East 2016 stage.<\/figcaption><\/figure>\n

Testing B2C Ads with Pauline Jakober<\/h2>\n

Are you tired of seeing the same ads? So is Pauline Jakober<\/a>, the CEO of Group Twenty Seven. She asks the audience, how can we be different? Will being different increase our bottom line?<\/p>\n

Here are the things that Jakober starts with when creating ads. First, there’s an initial client interview and questionnaire. She talks to many people, including customer service reps, the sales teams and the product team. She looks at customer testimonials and customer complaints, and looks at competitor ads. She also learns the customer pain points and works to understand her audience<\/p>\n

One of her clients is a B2C business that sells all types of dance shoes. Jakober learned the following things about her audience of dancers:<\/p>\n