{"id":8484,"date":"2023-03-07T13:09:45","date_gmt":"2023-03-07T13:09:45","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/"},"modified":"2023-03-07T13:09:45","modified_gmt":"2023-03-07T13:09:45","slug":"how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/","title":{"rendered":"How to dial in your ad messaging in an automated marketing world"},"content":{"rendered":"<p>Google and Microsoft have <a href=\"https:\/\/searchengineland.com\/google-ads-updates-2022-good-bad-jury-still-out-390323\" target=\"_blank\" rel=\"noopener\">forced marketers away from manual controls<\/a> in favor of automation.<\/p>\n<p>Responsive search ads have <a href=\"https:\/\/searchengineland.com\/google-responsive-search-ads-383941\" target=\"_blank\" rel=\"noopener\">replaced expanded text ads<\/a>. Performance Max is the <a href=\"https:\/\/searchengineland.com\/how-to-maximize-your-ecommerce-campaigns-with-performance-max-391857\" target=\"_blank\" rel=\"noopener\">new way forward for ecommerce<\/a>. Multi-platform is <a href=\"https:\/\/searchengineland.com\/new-microsoft-feature-lets-you-run-ads-on-google-facebook-instagram-387790\" target=\"_blank\" rel=\"noopener\">coming to a Bing account<\/a> near you.<\/p>\n<p>These days, experienced search marketers have fewer ways to differentiate themselves in performance marketing campaigns. But there\u2019s a major one I\u2019d like to dig into for this column: <strong>messaging<\/strong>.<\/p>\n<p>Specifically:<\/p>\n<p>Messaging\u2019s unique power in today\u2019s search campaigns.<\/p>\n<p>Successful elements of great messaging.<\/p>\n<p>The right way to think about testing and refining your messaging.<\/p>\n<p>Resources for developing effective messaging.<\/p>\n<p>We\u2019ll also look at how \u2013 or whether \u2013 ChatGPT is changing our approach.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/#The_power_of_good_ad_messaging_in_2023\" >The power of good ad messaging in 2023\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/#What_goes_into_great_messaging\" >What goes into great messaging?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/#How_to_approach_messaging_tests\" >How to approach messaging tests<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/#Resources_for_developing_effective_messaging\" >Resources for developing effective messaging<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/#Is_ChatGPT_changing_anything_about_messaging_development\" >Is ChatGPT changing anything about messaging development?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/07\/how-to-dial-in-your-ad-messaging-in-an-automated-marketing-world\/#Level_up_creativity_to_make_a_difference\" >Level up creativity to make a difference<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_power_of_good_ad_messaging_in_2023\"><\/span>The power of good ad messaging in 2023\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Not so long ago, <a href=\"https:\/\/searchengineland.com\/15-ppc-pro-tips-writing-text-ads-288956\" target=\"_blank\" rel=\"noopener\">writing ad copy<\/a> for <a href=\"https:\/\/searchengineland.com\/guide\/what-is-paid-search\" target=\"_blank\" rel=\"noopener\">PPC<\/a> was somewhat formulaic:\u00a0<\/p>\n<p>Do your <a href=\"https:\/\/searchengineland.com\/guide\/ppc\/search-campaign-structure\/keywords-research-and-match-types\" target=\"_blank\" rel=\"noopener\">keyword research<\/a>.<\/p>\n<p>Ensure alignment between the ad copy and the destination landing page.<\/p>\n<p>Come up with a good CTA.<\/p>\n<p>Squeeze them into character limits.<\/p>\n<p>We don\u2019t live in that world anymore.\u00a0<\/p>\n<p>Now, you\u2019re putting a cap on your effectiveness if you\u2019re not considering many factors, such as:<\/p>\n<p>Where the ad will live.<\/p>\n<p>What might run next to it.<\/p>\n<p>How it needs to stand apart from competing ads.<\/p>\n<p>The rewards are higher for being creative than when messaging was one of many differentiators. <\/p>\n<p>With much of the playing field being leveled, you need to apply some extra focus on what you\u2019re saying and how you\u2019re saying it.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_goes_into_great_messaging\"><\/span>What goes into great messaging?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The best messaging entices the right people to click <strong>and<\/strong> deters those outside your ideal customer profile from engaging. This applies more to B2B than B2C, but it\u2019s true for both.\u00a0<\/p>\n<p>In other words, great messaging acts as a qualifier. It\u2019s a tricky balance, but it should always be on performance marketers\u2019 minds: <strong>spend on the right clicks<\/strong>.\u00a0<\/p>\n<p>Enterprise companies know all too well what I\u2019m talking about \u2013 from clicks to leads, you\u2019re wasting many resources in getting misaligned users in your funnel.<\/p>\n<p>In my experience, the strongest messaging:<\/p>\n<p>Succinctly highlights benefits (not features).<\/p>\n<p>Validates its claims with social proof.<\/p>\n<p>Spells out audience qualifiers.<\/p>\n<p>Plays on user emotions to heighten the implied risk of ignoring the offer.\u00a0<\/p>\n<p>We have a lot of SaaS clients, and in competitive, fast-moving tech industries, FOMO is always a good play. Nobody wants to fall behind the pace of business transformation.<\/p>\n<p>Let\u2019s look at a couple of examples of effective ads:<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Unless you\u2019re a solo practitioner, you need a good team of people to develop great messaging. <\/p>\n<p>Folks who blend <a href=\"https:\/\/searchengineland.com\/leverage-automation-by-using-imagination-385804\" target=\"_blank\" rel=\"noopener\">creativity<\/a> with critical thinking can look at a space and conceive promising ideas to stand out.\u00a0<\/p>\n<p>Combine that with a knack for brevity and a willingness to ask follow-up questions after the first request from a client or stakeholder, and you\u2019ll have a potential messaging master on your hands.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_approach_messaging_tests\"><\/span>How to approach messaging tests<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I recommend taking one approach for social messaging and another for search messaging.<\/p>\n<p>On Facebook, LinkedIn, TikTok, etc., start by isolating two very different testing themes to see which gets traction, then refine and test within that theme.\u00a0<\/p>\n<p>Let the data dictate the next steps, but have a bunch of ideas at the ready. There&#8217;s a finite number of variables \u2013 determine which is most impactful and iterate.<\/p>\n<p>You&#8217;re limited to three active RSA versions on Google, so develop three distinct messages <strong>and<\/strong><em> <\/em>be clear about the elements you&#8217;re testing.\u00a0<\/p>\n<p>If you use a different benefit for each ad, focus your analysis by keeping the social proof relatively similar across ads. (You can also test types of social proof by keeping the benefits static.)\u00a0<\/p>\n<p>Ensure you&#8217;re labeling ads to track what exactly you&#8217;re assessing as part of the test.<\/p>\n<p><strong>One note on RSAs:<\/strong> We still have accounts running <a href=\"https:\/\/searchengineland.com\/reminder-you-can-no-longer-create-or-edit-etas-386592\" target=\"_blank\" rel=\"noopener\">legacy ETAs<\/a> outperforming their RSA counterparts.\u00a0<\/p>\n<p>You <strong>can<\/strong><em> <\/em>test ETA equivalents vs. RSAs by using pinning mechanisms that Google makes available in the UI for headlines and descriptions.\u00a0<\/p>\n<p>Google will throw up quality flags to force you to adopt unpinned RSAs, but you may see better performance regardless.\u00a0<\/p>\n<p>TL;DR: If you suspect unpinned RSAs are hurting account performance, test that workaround and see how they compare.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Resources_for_developing_effective_messaging\"><\/span>Resources for developing effective messaging<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you&#8217;re new to agency marketing, you&#8217;d be surprised what clients have for resources that aren&#8217;t public-facing.\u00a0<\/p>\n<p>Ask for sales materials and any background information from the product marketing team.<\/p>\n<p>You&#8217;re almost certain to find stats, pain points, benefits and use cases that you can and should use in your copy.\u00a0<\/p>\n<p>Start with the landing pages and any downloadable materials, but ask your client contacts to help you access materials from other teams.\u00a0<\/p>\n<p>If you&#8217;re an in-house marketer, set a regular reminder to check in with your teammates (at least quarterly).\u00a0<\/p>\n<p>See what new insights they&#8217;ve produced and whether there&#8217;s messaging resonating particularly well with prospects and existing clients.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Is_ChatGPT_changing_anything_about_messaging_development\"><\/span>Is ChatGPT changing anything about messaging development?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I&#8217;ll echo an emerging theme with ChatGPT and similar tools. Use AI if it helps you efficiently establish a foundation, then bring in the human layer.\u00a0<\/p>\n<p>For ad copy and messaging, it could <a href=\"https:\/\/searchengineland.com\/chatgpt-prompts-for-ppc-392443\" target=\"_blank\" rel=\"noopener\">give us a starting point<\/a> with the right queries by pulling succinct copy from a landing page.\u00a0<\/p>\n<p>But it won&#8217;t provide us with the assets of great messaging I&#8217;ve already covered: selling points, stats, etc. It won&#8217;t understand user pain points and emotions to play on. <\/p>\n<p>If it reliably saves you time at the start of the process, add it to your SOP \u2013 but make sure its usage is confined to the limits of its effectiveness.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Is this usable as is? Nope.\u00a0<\/p>\n<p>But it gives you a few elements to play with, mainly calling out Asana&#8217;s primary benefit in the headline.\u00a0<\/p>\n<p>Use ChatGPT to get some ideas, but don&#8217;t count on it for much more than that at this point.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Level_up_creativity_to_make_a_difference\"><\/span>Level up creativity to make a difference<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Even as science and AI get deeper footholds into performance marketing, there&#8217;s room left for art to make a difference, especially if you approach it empirically and make sure you&#8217;re digging up the right elements to put into play.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/ad-messaging-power-393895\" target=\"_blank\" rel=\"noopener\">How to dial in your ad messaging in an automated marketing world<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Google and Microsoft have forced marketers away from manual controls in favor of automation. Responsive search ads have replaced expanded text ads. Performance Max is the new way forward for ecommerce. Multi-platform is coming to a Bing account near you. These days, experienced search marketers have fewer ways to differentiate themselves in performance marketing campaigns. But there\u2019s a major one I\u2019d like to dig into for this column: messaging. Specifically: Messaging\u2019s unique power in today\u2019s search campaigns. Successful elements of great messaging. The right way to [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8484","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8484","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8484"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8484\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8484"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8484"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8484"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}