This talk will explore how brands go beyond conventional demand capture to launch creativity in the ads that they run. Kirsty will tie this into how difficult it is to get cut through and how we need to start using PPC as a channel not just to capture demand but to grow brands.

1. Using creativity in campaigns to stay
ahead (and have more fun)
Kirsty Hulse @kirsty_hulse | Founder

2. A little bit about me
● Founder Manyminds Digital
● Co-founder Outrageous Creative
● Author The Future Is Freelance
● Runs creativity workshops
● Has no idea what I am doing
@kirsty_hulse #heroconf

3. Hello, my name is Kirsty and I am
an SEO
@kirsty_hulse #heroconf

5. SEO

6. What I will talk about today
1. The changing SERP landscape
2. The changing consumer landscape
3. The importance of creativity in all marketing
4. How to be more creative
5. Inspire you and hopefully have a really lovely little time
@kirsty_hulse #heroconf

7. 1.The
changing
SERP
landscape

11. Legit terrifying for publishers.

13. Meanwhile...

15. https://sparktoro.com/blog/on-serp-seo-the-infuriating-reality-of-searchs-future/

17. 2. The
changing
consumer
landscape

18. We are exposed to 3000 adverts a
day
@kirsty_hulse #heroconf

19. 1 in 3 of us
use ad
blockers
@kirsty_hulse #heroconf

20. Voice search
will begin to
have an impact
http://weareroast.com/whitepapers/voice-search-vertical-report-q3-2018

22. 3. The Importance of Creativity in All
Marketing
@kirsty_hulse #heroconf

23. Search has traditionally been
demand capture, but why not
demand creation?
@kirsty_hulse #heroconf

24. We will need to start using paid
even more to drive brand
awareness and improve brand
sentiment
@kirsty_hulse #heroconf

25. The future of SEO is to own the
consumer story
@kirsty_hulse #heroconf

26. We have to be bold and
incite emotion
@kirsty_hulse #heroconf

28. “campaigns with purely emotional
content performed twice as well
as those with neutral sentiment”
@kirsty_hulse #heroconf

29. “Creative campaigns were 7
times more effective than non-
creative campaigns”
@kirsty_hulse #heroconf

30. “Non creative campaigns are
becoming less effective over
time”
@kirsty_hulse #heroconf

31. Creativity in PPC is not a new
concept
@kirsty_hulse #heroconf

35. Let’s continue inject more creativity
in to our branded campaigns
@kirsty_hulse #heroconf

36. Whilst focusing on transactional
messaging is necessary, it’s not our
only option
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37. Search is a modern day billboard
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42. We CAN bridge the gap between
conversion and creativity
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44. The two main ways we can turn
campaigns in to creative ads
@kirsty_hulse #heroconf

45. 1.Emotion and
language
2.Clever bidding
@kirsty_hulse #heroconf

47. “campaigns with purely emotional
content performed twice as well
as those with neutral sentiment”
@kirsty_hulse #heroconf

48. “Ad copy that combined a
promotion with some form of
flattery improved CTR by
29%”
https://www.wordstream.com/blog/ws/2017/06/06/best-ads

49. “47% of the [best ads]
contained emotional
sentiment”
https://www.wordstream.com/blog/ws/2017/06/06/best-ads

50. “Adding emotional language in to
ad copy on transactional queries
increased CTR by 62%”
https://www.wordstream.com/blog/ws/2017/06/06/best-ads

51. https://www.slideshare.net/gzimpfer/persados-emotional-rankings-report

52. https://answerthepublic.com/

53. Language can be as powerful as
image
@kirsty_hulse #heroconf

54. I met my soulmate.
@kirsty_hulse #heroconf

55. I met my soulmate. He didn’t.
@kirsty_hulse #heroconf

56. Attention passengers!
@kirsty_hulse #heroconf

57. Attention passengers! This isn’t
your captain speaking.
@kirsty_hulse #heroconf

59. 4. How to be Creative
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60. Who here believes you are a
creative person?
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63. Creativity is a skill that can be
learned, developed and applied.
@kirsty_hulse #heroconf

65. 1.Habits
1.Brainstorms

68. “Businesses have to develop
habits to enable their staff to
be creative”
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71. Random wordsUse random words against a defined focused to stimulate new
ideas. The random word allows us to open up paths we would
otherwise never explore.
@kirsty_hulse #heroconf

73. Focus: To provide idea to promote a
storage company
Random word: Planet and Photograph

75. Creativity games
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76. The purpose of these games is to
be playful, take ourselves a little
less seriously and to loosen
inhibitions.
@kirsty_hulse #heroconf

77. An expert talk
Pick a subject from the list on the next slide. Then, can you please educate the
room on how this topic.
@kirsty_hulse #heroconf

78. 1. How to feng shui a room
2. What really killed off the dinosaurs
3. Why clowns are evil
4. The history of kitchen utensils that never caught on
5. How to stalk a celebrity
6. Why everything your parents tell you is a lie
7. An experts guide to winter gardening
8. Interior design for £5 or less
9. The reason universal plugs are all so different
@kirsty_hulse #heroconf

79. ProvocationsCome up with absurd solutions to a problem
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80. Storage
@kirsty_hulse #heroconf

83. Plan for the worst case, and test.

84. You guys can TEST like crazy. You
can do whatever the f**k you want.

85. Session Round Up
● The market is changing, PPC is very well placed to incorporate different
marketing strategies in to the channel
● Test adding more emotional resonance in to ad copy
● Experiment with bidding on unrelated terms to increase brand reach
● Explore ways in which you can make your ad copy language even more
powerful and compelling
● Train and hone your creative ability
● Have tiny feet!

86. Thank you!
kirsty@outreageouscreative.com