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© 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 How to get killer results out of text ads By Debbie Weil Publisher, WordBiz.

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Presentation on theme: "© 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 How to get killer results out of text ads By Debbie Weil Publisher, WordBiz."— Presentation transcript:

1 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com How to get killer results out of email text ads By Debbie Weil Publisher, WordBiz Report Presentation for Intellor Group December 4, 2003 See recommended email resources on last slide

2 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 1 Q. Why use email text ads to market your Web event (or product or service?) A. If you’re not publishing an e- newsletter or ezine yourself, you can piggyback onto another “list” to deliver your message to your target audience. 1 pop quiz Pop Quiz

3 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 2 - Email text ads are teasers - They prompt a click-through - But you get your ROI (return on investment) through visitor actions (aka conversion) on your landing page. 2 end goal Start with the end goal

4 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 3 #1 in importance is your List - you must target the right audience #2 You must have an “offer” #3 Your “creative” (i.e. the copy) needs to be specific and compelling 3 list, offer List / Offer / Creative

5 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 4 A downloadable white paper or tip sheet A free trial A discount Something that prompts action RIGHT NOW 4 what is an offer What is an “offer”?

6 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 5 Download “50 Ways” Another example of a tangible offer 12 tangible offer

7 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 6 - Define your “offer” - Write the ad copy - Design landing page so that it continues the “conversation” - Tweak copy in ad & on landing page (you always need to do this!) 5 step-by-step Email Text Ads Step-by-Step

8 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 7 ExpressWeb Text Ad #1 as it ran in WordBiz Report 6 text ad #1 What’s missing from this ad? Hint: no clear ‘offer’ Click through to landing page Not tangible or specific enough…

9 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 8 Landing page for previous text ad 7 landing page #1 Circled elements are effective. They make the transition from email newsletter to landing page clear…

10 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 9 Text Ad #2 – same product, same company, more effective ad! - Enticing offer (free e-book) - Puts value on it ($49) - Get it NOW - Limited to 1 st 50 8 text ad #2 quick easy simple no work Click through to landing page Clear, enticing offer

11 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 10 Emphasizes this is easy and quick. Make your landing page an extension of the publication you’re advertising in. This offer has value: an incentive to click Continue button now! You respect your visitor’s email privacy. It’s tangible! You’re giving away a PDF e-book. Anatomy of an effective landing page 9 landing page #2

12 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 11 - Click-through rate of over 2% (over 222 unique clicks) - Of those, 154 completed sign up process on landing page - Initial conversion rate of almost 70% 10 CTR performance How this text ad performed

13 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 12 - This advertiser expects a 10X return on his ad dollars - i.e. an ROI 10 times the cost of advertising (1 ad insertion plus licensing) - He expects to close 2 sales for total revenues of $13K - $15K 11 final conversion Expected Results (final conversion)

14 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 13 for a 50-word text ad 13 not bad for 50 words Not bad…

15 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 14 14 questions Article by Debbie Weil: “Top 3 Tips for Effective Text Ads” www.wordbiz.com/archive/textadtips.shtml www.wordbiz.com/archive/textadtips.shtml If you’re not a subscriber to WordBiz Report, sign up (free) at: www.wordbiz.com/signup.html www.wordbiz.com/signup.html BONUS: download a mini guide to killer copywriting for the Web See recommended resources next page. If you’re serious about email and e-newsletter marketing, you should own every one of these reports! – DW

16 © 2003 WordBiz.com, Inc.www.wordbiz.com 202.364.5705 dweil@wordbiz.com 15 Good Resources for Email Metrics and Email / E-Newsletter Marketing Insider Secrets of Profitable E-Newsletters: Get Opened. Get Read. Get Results. – 2004 ed. www.eNewsletterSecrets.com (my new handbook; well-organized and complete) Email Marketing Metrics Guide – 2004 ed. www.wordbiz.com/metricsguide (a ton of useful metrics; I love this one – DW) www.eNewsletterSecrets.com www.wordbiz.com/metricsguide Permission Emailer’s Guide to Avoiding Spam Filters www.wordbiz.com/avoidfilters (new and up-to-date; I highly recommend it) www.wordbiz.com/avoidfilters Best Practices in Marketing With E-Newsletters www.wordbiz.com/marketingbest Buyer’s Guide to Email Services www.wordbiz.com/buyersguide www.wordbiz.com/marketingbest www.wordbiz.com/buyersguide

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