Every month we bring you SEM insights from our knowledgeable Customer Success Team. Today CSM Devon Gray, who works with some of the largest retail advertisers across the US, shares how messaging insights can provide the framework for crafting a successful SEM strategy. Take it away Devon!
As a marketer, having an understanding of which words and phrases resonate with your target audience is mission critical.
At Boost, we perform Lexical Analysis to help clients like you focus on the specific performance of words or phrases in the ad copy throughout your ad account (Google and Bing). These reports provide valuable insights into how the language you are using impacts your account’s overall performance. Furthermore, these insights can be used as a jumping-off point to get a sense of what changes can be made to create more positive impact.
Boost utilizes Lexical Analysis to give a high level view of the word and phrase (also known as a token) performance across an entire account. Once the analysis is complete, the desire to run a “find and replace strategy” is strong, but we recommend against this. For example if the report highlights the word “good” as more impactful than “best,” it is important to treat each ad group and campaign as unique and not to replace every instance of “best” with the word “good.”
Utilizing additional Insights tools, such as Boost’s Hypothesis Testing* can provide declarative data regarding which areas of your account are impacted most by each token’s presence in your ad copy.
How It’s Made
Boost’s Lexical Analysis report is able to generate a list of all words used in every ad across the account as a whole. The report looks back at the search engine data captured for 60-90 days. The longer the timeframe, the more rich the data will be.
For each token in the account, Boost finds all the ads that utilize that token and measures how well that token performed relative to other words used.
What Type of Words
Boost’s Lexical Analysis report segments individual words into two different categories: highest and lowest performing “call to action” words and highest and lowest performing adjectives. Boost also highlights Positive Phrases and Negative Phrases using the same impact index or score given to single words.
Another tool we utilize is the Impact Index, which measures the impact a word or phrase has on the ad’s overall performance. To calculate this number Boost’s algorithm adds up the percent change in CTR or CPI from high and low performing ads in the same ad group that contained the measured token. This is subtracted from the percent change in CPI or CTR from low and high performing ads that contained the given token. The final result is called the Impact Score, which is used to measure the negative or positive value incurred by using that word or phrase in your copy.
Understanding how the language you are using impacts your account’s overall performance enables marketers to develop better messaging strategies to resonate with your consumer.
*Tune in next month for a look at how Hypothesis Testing your Lexical Analysis results can provide even more positive impact in your accounts!
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.