With the advent of Facebook Dynamic Creative Optimization (DCO) and Google’s dynamic search ads, martech-driven rotation of keywords and phrases has become the dominant tool to nail brand copy, keyword usage, human users, AND conversion. Also, it’s been proven repeatedly that saturating brand and conversion keyword-infused copy, images, and video CREATE more users searching more often, especially brand keywords. BAM!
This post shares an actionable framework, empowering usage of big channel AI to test and flesh out legendary copy ALSO based on sound multi-channel keyword and sales strategies.
Below are headline examples constructed from a creative grid, which follows below. Words in brackets “[ ]” are variables, meaning many permutations of phrases can be constructed from defined elements. We call the headlines with  variables a “Construct,” from which we assemble finished headlines using the variables.
Variables in a construct can be replaced by other approved variables and close variants. For instance, “Facebook” may be “Google,” “FB” or “Facebook’s.” Approved variables represent concepts and keywords with which any channel marketer is held to uber-focused semantic positioning.
Let’s build finished headlines for an Aimclear branding campaign.
- Compose the constructs. The goal here is think of word combos that trip your trigger and just feel good. We’re looking for voice, function, excitement, and color. We’ll work with the third option
[11.5] [Reasons] [We] [Love ♥️] the [@#J%$*~] Out of [Google?!] 🤤
WHY!? do [We] [Love ♥️] the [@#J%$*~] Out of [Google?!] 🤤
[11.5] [Reasons] [We] [Love ♥️] the [@#J%$*~] Out of [Google?!] [& Why 4?] 🤤
HEADLINE COMPOSED FROM 3RD CONSTRUCT OPTION, USING VARIABLE GRID BELOW
7 Reasons Even Our Parents Smacked the F*ck Slippers out of New Brand Search🤤
- Dear [Google], [We] [Hate] your [RLSA] pitch to [Blip Blaps] (NOT)
- Holy SMACK [YouTube]!? It’s a [Facebook] Muck Farketing
- What the [Muck Farketing] Does [Social] Mean [Any More]!?
- AIMCLEAR®, We [Clean Up] [Poser]-Agencies’ Mistakes
HEADLINES COMPOSED FROM CONSTRUCTS
Dear Contractors from Mars, We Heart ♥️ your RLSA Pitch to @#J%$*~ (NOT)
Holy Smack LinkedIn!? It’s a Social Media Muck Farketing?!
What the Cheese Blintzes Does Content Marketing Mean Now!?
AIMCLEAR®, We Disinfect Carpetbagger Agencies’ Monkey Feces
APPROVED VARIABLE GRID
Meaning these are the variables from which we chose words to use in constructs to compose headlines.
Even Our Parents
16 Marketers & a [Gerbil]
Don’t Ya Just
Smash Silos 💥
Smashes Silos 💥
Real Third-Party Data
New Brand Search
Reverse Engineering Content Marketing
Contractors from mars
|[& Why 4?]
& Muck Farketing
& What to Do FIRST
The Preachy Edition
WANNA 2 SCREAM!
Makes Me SCREAM😮
Trash Can Panda
Organizing creative by constructs and creative variables yields any number of benefits:
- Take thorough control of the brand. Marketers who work with creative variables hold firm control of any channel marketer’s short-form creative copy therefrom. Think landing page headlines, ads, social updates, animated phrases overlaid on videos, etc.
- Achieve Madison Ave.-level creative positioning. Creative variable methodology facilitates the kind of creative focus, teams pouring talent into short phrases, that makes for immortal positioning statements.
- Synchronize messaging multi-channel, locked down tight. Everyone is singing from the same hymnal, with a powerful understanding of how and where marketers have creative discretion.
- Install rigorous SEO, Q-score clarity enterprise wide. Lock down specific words in in the constructs with non-variables. These are your SEO, q-score (search and social), key messages, and concepts. Include the same keyword focus in the variable grid. Bolt Search & social PPC quality scores to your semantic strategy
- Apply saturated variable keyword stamping to create formulaic videos which result in low cost, high view time, new search frequency, and higher multichannel conversion
- Crank finished blog headlines in seconds, strategically aligned. The operator constructing headlines need not be a traditional “Creative” resource.
- Get individual elements and variables approved, not completed ads.
Facebook DCO and Google dynamic search ads rotate complete phrases. Using creative constructs and approved keyword variable grids help marketers focus on the phrases for rotation. It is likely that future creative ad tech systems will allow marketers to input variables at a more granular level, i.e. words within phrases. As such, the system we’ve shared here helps prep teams for the future, at the same time as we attain more pinpoint control over how brands are represented with words.