to dial your ad message in an automated marketing universe //

Google and Microsoft have compelled marketers to abandon manual controls for automation.

has been replaced by responsive search ads. Performance Max is the next step in ecommerce. Multi-platform is coming to a Bing Account near your location.

Experienced search marketers are finding it harder to stand out in performance marketing campaigns. However, there is one major area I would like to explore for this column: message.

Specifically:

• The unique power of messaging in today’s search campaign campaigns.
• Great messaging is built on successful elements.
• This is the right way to approach testing and refining messaging.
• Resources for developing effective messaging.

We will also examine whether or not ChatGPT has changed our approach.

In 2023, the power of effective ad messaging

Writing ad copy for PPC was not so long ago. It was somewhat formulaic.

• Do your keyword search.
• Make sure the copy of the ad and the landing page are in line.
• Create a compelling CTA.
• You can squeeze them into your character limits.

This world is no longer our home.

If you don’t consider many factors, you are limiting your effectiveness.

• Where the ad will live.
• It is possible that it will be followed by something else.
• What it should do to be different from other ads

Creativeness is more rewarding than messaging.

You need to pay more attention to what you are saying and how it is being said.

What makes great messaging?

The best messaging attracts the right people to click , and discourages those not in your ideal customer base from engaging. This is true for both B2B and B2C.

Great messaging is a qualifier. This is a delicate balance that should be kept in mind by performance marketers: spend on the right clicks .

Enterprise companies understand what I mean – clicks to leads are a waste of resources.

My experience shows that the best messaging is:

• It is important to highlight benefits and not features.
• Social proof is used to validate its claims.
• Spells out audience qualifiers.
• To increase the implied risk of not accepting the offer, it is played on the user’s emotions.

Many of our SaaS clients are from the SaaS industry. FOMO is a great play in fast-moving, competitive tech industries. No one wants to slow down the pace of business transformation.

Let’s take a look at some examples of ads that are effective:

You don’t need to be a solo practitioner to create great messaging.

People who combine creativity and critical thinking can see a space and come up with promising ideas that will make it stand out.

Combining this with a flair for succincty and the willingness to ask follow up questions after a request from a client, stakeholder or client will make you a messaging master.

How to approach messaging testing

I recommend using one approach for search messaging and one for social messaging.

Start with two different themes for testing Facebook, LinkedIn and TikTok. Then refine the theme and test it within Facebook.

You can let the data decide the next steps. But keep a few ideas in mind. There are a finite amount of variables. Decide which ones are most important and then iterate.

Google limits you to three active RSA versions. Therefore, develop three separate messages and be clear about what elements you are testing.

You can use different benefits for each ad. Instead, you should focus your analysis by keeping the social evidence relatively consistent across ads. You can also use different types of social proof, but keep the benefits constant.

Label ads so you can track the exact content you are assessing in your test.

One note about RSAs: There are still accounts that run legacy ETAs which outperform their RSA counterparts.

You test the ETA equivalents to RSAs using the pinning mechanisms Google provides in its UI for headings and descriptions.

Google may put up quality flags to make you adopt unpinned RSAs. However, you might see better performance.

TL;DR

Resources for developing effective messaging

You’d be amazed at the resources available to clients if you are new to agency marketing.

Ask for any background information and sales materials from the product marketing team.

It’s almost certain that stats, pain points and benefits will be included in your copy.

Begin with the landing pages, and any downloadable materials. Ask your clients to help you find materials from other departments.

In-house marketers should set up a reminder to check in with their colleagues at least quarterly.

Check out the new insights they have produced and see if there is any messaging that resonates with prospects or existing clients.

Is ChatGPT changing anything about messaging development?

ChatGPT, and other similar tools, are a common theme that I will echo. If AI helps you to efficiently build a foundation, then add the human layer.

It could provide us with a starting point for messaging and copy. We can pull succinct copy directly from landing pages to help us create ad copy.

It won’t give us the assets of great messaging that I have already covered, such as stats and selling points. It will not understand the user’s pain points or emotions so it won’t be able to help you.

It can save you time if it is reliable. But, limit its use to its limits.

This is usable as-is. Nope.

It gives you some elements to work with, including highlighting Asana’s primary benefit in your headline.

ChatGPT can be used to gather ideas. However, it is not meant to replace your human intuition.

You can increase your creativity to make a real difference

Although science and AI are gaining more ground in performance marketing, art still has a place to make an impact. This is especially true if you approach it empirically, and ensure you have the right elements to use.

Search Engine Land first published the post How do I dial in my ad message in an automated marketing world.