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Digital Marketing Ads (Shane)

Chris Zelig, MedstarIsaac Klausnser, MedstarHector Mota, Operations Manager at MedstarJonnamae Jumawan, MedstarShane Quast, MedstarCharmae Arcayan, MedstarVania J, MedstarKamie Allen, Content ManagerAlyssa Workman, MedstarIvonne Ackerman, MedstarElizabeth RuffaBrittany Redding, Digital Marketing Manager at MedstarJenna Maschino, Senior Support Specialist at MedstarJudi Vallano, MedstarIvy Santiago, Creative Project Manager at Medstar +1 others
Added by Shane Quast • Updated

Split Test vs Merkeva - Ad Copy

In addition to the structure test, I tested a single ad using the Merkeva ad copy in the Center for Medical Aesthetics account. The ad was as follows:

H1: Coolsculpting® in Providence
H2: Get up to $1,000 Off in August
H3: Our Biggest Coolsculpting Deal
D1: Get our biggest deal ever now: Save up to $1,000 on Coolsculpting®.
D2: Expert, Safe Fat Loss With Quick Results. Minimal Downtime. Locally owned & operated.

I launched the ad on August 4th. In the last 7 days that ad has significantly outperformed all other ads. In the General CS Ad Group it has the 2nd highest CTR (10.53%) and the highest Conv Rate (33.33%). In the Exp Reach ad group it has the highest Conv Rate (15.38%) with the ad in second place holding an 8.33% conversion rate. In less than a week that ad has outperformed all of the legacy ad copy we have running. 

I have also run a second ad copy test. Using the Eternal Medspa account I have set up an ad variation test to look for a performance comparison between 25% off and $1,000 off in the ad copy. The test has only been running for 7 days so the data is not yet statistically significant, but based on the current results I have a strong feeling the $1,000 off ad copy is going to outperform. 

To summarize - I can’t emphasize enough we need to run tailored seasonal/monthly ad copy. The ad copy we run is not as strong as it could be. In addition, it is clear that our landing page is affecting performance. I can say with 100% confidence based on the tests and data above that my campaign structure paired with a better landing page and stronger ad copy would outperform anything our competitors could do. 

Comments & Events

whitney.zelig@gmail.com, Medstar whitney.zelig@gmail.com
I am adding Melissa Zelig, Medstar Melissa  to this 
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Melissa Zelig, Medstar Melissa Zelig
Shane Quast, Medstar Shane  so how can we make the service page and adcopy better?
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whitney.zelig@gmail.com, Medstar whitney.zelig@gmail.com
Shane Quast, Medstar Shane talked to Chris Zelig, Medstar Chris  about this- he says do what you need to do to make our campaigns better. Please let me know what you need from us. 
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Shane Quast, Medstar Shane Quast
I'll work on new copy and run it by you guys first.

Seasonal creative is especially important with an expiring offer to create a sense of urgency.

On Facebook, we really need a set of creatives we can rotate: Xmas, New Years, Spring Break, start of summer, Valentine's, etc. 
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whitney.zelig@gmail.com, Medstar whitney.zelig@gmail.com
Kellie Zelig, Graphic Designer at Medstar Kellie  read shane's above message
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Chris Zelig, Medstar Chris Zelig
We will have the $1000 popup running on most client accounts by the end of the week. We will look into other ways they can trigger the offer even if they close the popup like a banner ad on the side that says “Get $1000 Off Coupon”

Nice work shane 
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whitney.zelig@gmail.com, Medstar whitney.zelig@gmail.com
If we are updating the pop-up, I am assuming we must update creatives and ad copy too Chris Zelig, Medstar Chris and Shane Quast, Medstar Shane  ?
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Shane Quast, Medstar Shane Quast
It doesn't really matter. I'm going to update a lot of the copy for Google. For Facebook, the landing page is far more influential to performance. 

For the lead capture forms, if we can remove the open text fields it will increase conversion rate as well. 
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