The always confusing ANGLE creation - my guide for new people. (14)
The always confusing ANGLE creation - my guide for new people.
Good ANGLE is often the breaking point :
I think we will all agree that the right angle is one of the most important parts of a successful campaign. There are many threads dedicated to angle creation on this forum already, but I still see people asking about it all the time, so let me write a simple guide to angle creation. It’s been a while since we had a larger thread on angles published, so let's bring it back.
This time I would like to do it in a bit different way, so not just general rules and advice on how to do it. I will go step by step, from selecting an offer, through the brainstorming phase all the way to angle ideas and ad copy. Since I personally prefer using banners, I will structure the final ad copies to be short enough for a larger banner.
The goal of this guide isn't really to come up with angles that will actually result in profitable campaigns, but rather to show you how I approach angle creation. Many people don't understand what angles actually are and how to come up with them, so I wanted to put a simple guide together to show those who are interested a few hints and examples. I'd like to hope that maybe, it will inspire some of you 
So what kinda offer will we pick for this? I think sweeps are the most popular choice amongst new people right now – especially the “win an iphone 6S” offer, so let's use that one for this guide.
Brainstorming : So we have an offer, promising a chance to win the new iphone 6S, the most obvious starting angle would be “Win the all new iPhone 6S” - this is obviously nothing special and surfers have seen it a hundred times already.
So how are we gonna sell this? Who might want a new iPhone? Lets come up with a few options :
A) People with older/different phones that are not satisfied with them.
- people with old iphones that want to upgrade
- those on android who think android sucks
- those on windows phones who don't like the system
- those on feature phones who didn't have a smartphone yet
B) People who would like an iPhone because of who owns them.
- their friends/family have it and love it
- their favorite celebrity owns it
- their boss/idol owns it
C) Those who believe it's the top smartphone on the market but maybe don't have the cash to buy it or refuse to pay that much for it.
Ok, so we have 3 basic groups, that should do the job for now and let's address them one by one :
A) Since it's usually possible to target by OS, we will target each of them separately. Android and Windows Phone will be easy, to target older iphones might be a harder task, but we can try with older iOs versions, wherever possible. Feature phones are not targetable everywhere, but there are networks that can do it as well.
Possible angles could be : 1. Fed Up with Android/Windows; 2. Not possible to upgrade to latest iOS; 3. Old iOS slow; 4. Windows/android crashing; 5. iOS safer than Android/windows; 6. iOS has better apps; 7. discover the world of smartphones… etc…
Lets try to structure the banner copy now for these :
1. Tired of Android? Join the happy iOS users! Win the all new iPhone 6S today!
Forget Android, iOS is better. Test it yourself with your new iPhone 6S. Win it now!
Sometimes rhymed shit works :
Android Sucks, iOS rocks. Win an iPhone 6 and forget the Android gimmicks.
2. Throw away your old iPhone, win the all new 6S with us. Are you lucky enough?
Your iPhone is no longer supported. Win the new 6S and upgrade your iOS finally!
3. Your old iOS is slow! Win a new iPhone with us and upgrade finally.
4. Does your windows phone crash all the time? Win an iPhone 6s and forget the hassle.
Is your phone crashing? Iphones don't crash. Want to win one? Just click here.
5. Afraid of viruses? Iphones are immuned! Win your very own iPhone 6S today.
Mobile viruses don't target iPhones! You can win one right now. Care to try it?
6. Fed up with apps full of ads? Iphone is different. Discover the world of premium content.
The bet apps are for the iPHone, period! Test it now with your free iPhone… are you game?
7. Still using the old phone? Win an iPhone today and discover a whole new world.
We offer free iPhones to select 10 old phone owners. Test your luck and see if you win!
Ok, this is the basic set for the A option. Let's move to B.
B) This angle will be based on celebrity, family, friends etc … When using the celebrity angle, we will have to use a traffic source that allows better targeting options or try to use general statements. Facebook would be good for targeting like this, but it will be hard to find an offer that won't get you banned over there. So let's try the general approach for now.
We can approach this either with selecting names that everybody knows or just use words like actors, CEOs, politicians … Let me try to put some ad copy together :
1. Politicians use iPhones cause they are secure! Protect your sensitive data too. Win an iPhone with us!
2. Brad Pitt And Angelina use an iPhone, are you worse than them? Win an iPhone and feel like a celebrity!
3. All your friends use an iPhone, join them! Today is your chance to win the all new iPhone 6S!
4. It's easy to share photos and messages with other iPhone users. Win an Iphone and join them!
5. iPhones are the best for sharing stuff within your family. Win the new 6S with us and test it.
6. You BOSS has the new Iphone? You can have it too if join our daily draw. Are you game?
7. Want to have the same phone as the richest people of the country? Win an iPhone today!
8. 90% of U.S. Celebrities use the iPhone. Join our draw and you might own it too.
C) The last group would be people who don't have $ or don't want to spend that much. I would target users on different OS than the iOS, because people who already have the iphone probably didn't consider it that expensive.
1. Think the iPhone is too expensive? How about I tell you, you can win it with us? Wanna try?
2. Want to own the most expensive phone on the market? Win an iPhone 6S. It's easy.
3. Want the iPhone but don't have the cash? It's your lucky day! Click here to win it.
4. The new iPhone 6S is expensive for sure. But there is a way to win it! Click here to find out more.
5. How much do you want to spend on your new phone? Save the cash and win it. Click here.
OK, now we have a ton of angle ideas, some are poor and won't work, some of them might actually be profitable without any additional changes.
But this is not all, not even close. There are way more possible angles that you can come up with. I will go over a few more ideas, but in less detail.
D) we could use the core idea of winning something :
1. How much is 1 minute of your time worth? Answer a few questions and win the iPhone 6S.
2. Do you like to win stuff? How about an iPhone 6S? Sounds interesting? Click here.
E) maybe they need a gift? Could be a good angle before Christmas for example.
1. Need a gift for your wife? Win an iPhone for her and watch her smile.
2. Struggling with Christmas gifts again? You could win an iphone for your loved ones. Try it!
F) play the “we need you” angle
1. We need your help! Help us with a short survey and get an iPhone 6S in return. Its that easy.
2. Your opinion is important! Answer a few questions and get an Iphone from us.
G) we can use the features/functions of the phone that are different from others
1. Make moving photos like in the Harry Potter movie with the new iPhone 6S. Win it now!
2. Get the most advanced features with the iPhone 6S! Test your luck and win it!
H) we can also try something totally retarded
1. Iphone users score hot women more often! Win an iphone and start hunting!
2. Winners use iPhones! Are you a loser? Answer a few questions and it can be yours.
3. Can the new iPhone control weather? Win it and try it yourself.
I will stop this “guide” here, I think the amount of examples is more than sufficient and all of you understand what I wanted to demonstrate with it. When coming up with angles, literally let your brain fly freely. There is nothing like a set of rules that would specify what can and what cannot be a successful angle. The only limit is your own fantasy and sometimes the weirdest ideas can yield the best returns.
Any questions, just ask
Here are the archetypes for angles I use... They're often combined... Just looking at this list every day has been imperative in helping me sell over 1mm units of different products.
I want to note however, good & long VSLs/offer copy has a huge impact on how loose you can get with your advertising. For instance, I was selling an investment newsletter subscription with ads about WWIII ONLY because I had a solid VSL (which had nothing to do with WWIII) in between the ad and the order form.
Fear
Greed
Outrage
The "Story"
Prediction
Problem/Solution
Invitation
The "Secret"
Fascination
Best of (Superlative)
Myth-Busting
Conspiracy
They got it wrong...
Warning (Different than fear)
Benefit/Service (Good for relationship building)
Analysis (Often a subset of prediction, story, service, outrage)
Originally Posted by cflagle
This break down is very helpful.
If you were to run this campaign how would you go about testing different angles? Would you set up 1 campaign at a time with 1 angle and if it doesn't hit your targeted numbers you switch it out for another angel and repeat?
Originally Posted by ellisjames
But, we need to make sure that the angles we are testing in one campaign are more or less compatible with the whole funnel. So maybe I should say that I test sub-angles in a campaign that shares the same main angle, does that make sense? On top of that, it depends on what traffic type I work with and how I get the clicks.
Let me try to explain more.
With POP traffic, where there is no creative involved, I can test a plethora of angles at the same time, because the users land directly on the landing page which is also the only place I have to present the angle and whatever I'm trying to sell. In such case, I would simply put several LPs in rotation, each of them presenting a different angle or even product and run traffic to those.
In case of a traffic type that starts with a click on some creative... so banner, push notification, native ad etc... the funnel starts with the creative, so that's the first place where I can present the main angle. This means, that the landing pages where the users land after a click, can still present different sub-angles, but they have all to be related to the main angle that I've used on the creative. Let's say my main angle on the creative would be "win an iPhone", I can test several LPs using the iphone as the prize, but I might play with these "sub-angles" to find the best one.
To answer your question in a general way... I'm always trying to test multiple angles within one campaign, to make sure that they all get more or less the same traffic at the same time from the same source. That's what makes a split test more reliable.
Originally Posted by matuloo
I'll explain a little of what I am currently doing and how I have interpreted your response and how I will apply it to my stuff.
I am currently running a Search campaign on Microsoft promoting a Rent To Own Home offer. I am currently targeting around 80 keywords, all very relative to Rent To Own Homes.
The structure I have set up at the moment is campaign > 80 Ad groups > 1 keyword in 1 ad groups, so I have a total of 80 ads thats are each specific to 1 keyword.
For example Campaign > Ad Group 1 > Rent To Own Home ad
Ad Group 2 > Rent To Own Home Listings ad
Ad Group 3 > Rent To Own House ad. And so on and so on.
I was showed this way of setting up a campaign so Microsoft spreads my budget more evenly across keywords and so I can also create an ad that is specific to the 1 keyword in that ad group, which is guess is making those micro angles you talked about. Also all those ads run to the same lander.
Since I am running text ads, that would be my first line of contact with people and where I would test different angles yes? So my goal would be to make craft different angles for the ads?
If I understand correctly I could set up my campaign as followed:
For example: Campaign > Ad Group 1, Angle 1, Mulitple keywords highly related to Rent To Own Homes > 2 ads with micro angles to same lander.
Ad Group 2, Angle 2, Multiple Keywords highly related to Rent To Own Homes > 2 ads with micro angles to same lander
Ad Group 3, Angle 3, Multiple Keywords highly related to Rent To Own Homes > 2 ads with micro angles to same lander
This way I could probably test way more keywords with less set up and I would then have all the data in the 1 campaign
Or: Campaign 1, Angle 1 > Multiple ad groups with single keyword > 1 ad specific to keyword > Same lander for all ad groups in this campaign
Campaign 2, Angle 2 > Multiple ad groups with single keyword > 1 ad specific to keyword > Same lander for all ad groups in this campaign
Campaign 3, Angle 3 > Multiple ad groups with single keyword > 1 ad specific to keyword > Same lander for all ad groups in this campaign.
In this set up I can test 3 angles and 3 different landers and then compare results across all 3 campaigns
Bit of a brain dump but hopefully makes some sense.
The search game is a little different to what you mostly focus on but i'm sure the concepts intertwine.
With search traffic, it's a bit harder to setup, because there is one extra step where you start selecting the users... the KW.
So you have 3 points where you can start presenting the angle - KW, the AD, the Lander
The question is, how much you want to focus on a specific angle throughout the funnel and what you want to test.
There several scenarios.
As long as all the KWs are highly related to the final product, you can do what you suggested: several KWs in the adgroup and different ADs focusing on sub or micro angles, then sending the clicks to the same lander. This way, you will test the specific angles used on the Ads.
You can also try the other method, in order to spend evenly on all the KWs (as you mentioned already) and have just one KW per Ad group and then show the users a KW specific Ad. This way you can test the angle on the Ads and match them with corresponding KWs.
What I would personally do with be a combination... something like this:
Multiple HIGHLY relevant KWs in an Ad group, several Ads each with a specific micro angle and each of them pointing to a specific LP that carriers on the same angle. This way, you would test the Angle all the way from the AD to the LP itself. Know what I mean? It's kinda hard to explain
Originally Posted by matuloo
So you have 3 points where you can start presenting the angle - KW, the AD, the Lander
The question is, how much you want to focus on a specific angle throughout the funnel and what you want to test.
There several scenarios.
As long as all the KWs are highly related to the final product, you can do what you suggested: several KWs in the adgroup and different ADs focusing on sub or micro angles, then sending the clicks to the same lander. This way, you will test the specific angles used on the Ads.
You can also try the other method, in order to spend evenly on all the KWs (as you mentioned already) and have just one KW per Ad group and then show the users a KW specific Ad. This way you can test the angle on the Ads and match them with corresponding KWs.
What I would personally do with be a combination... something like this:
Multiple HIGHLY relevant KWs in an Ad group, several Ads each with a specific micro angle and each of them pointing to a specific LP that carriers on the same angle. This way, you would test the Angle all the way from the AD to the LP itself. Know what I mean? It's kinda hard to explain
Referring to what you would do, it would look something like this:
Campaign: Rent To Own Offer
Ad group: KW - Rent To Own Home
KW - Rent To Own Listing
KW - Rent To Own House
KW - Rent To Own Home Listings etc etc
Ads: Angle 1 - Sick of paying rent, why not own your home?
Angle 2 - Paying rent is dead money, why not put your rent towards owning a house
Angle 3 - Compare Affordable Rent To Own listings from our database
Angle 4 - Available Rent To Own homes for as low as $400/Month
And so on
Landers: Angle 1 - Lander 1
Angle 2 - lander 2
Angle 3 - lander 3
Angle 4 - lander 4
And so on.
Does this look about right?
On another side note do you know of any threads that come to mind relating to search?
Originally Posted by ellisjames
Search is not that popular of a traffic type here on the forum, seems like most people focus on POPs, Push, Native and social traffic. But there are obviously people who run search too, so if you have some question, just start a thread and ask
Originally Posted by matuloo
Search is not that popular of a traffic type here on the forum, seems like most people focus on POPs, Push, Native and social traffic. But there are obviously people who run search too, so if you have some question, just start a thread and ask
Originally Posted by ellisjames
Originally Posted by matuloo
Originally Posted by ellisjames
Originally Posted by matuloo
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