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The Magic of Copywriting


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  • Share excel files during presentation.
  • Share excel files during presentation.
  • Tie insights from your channel map to:Thehealdine of the landing pageThe intro/problem text of the landing page.The benefits statement of the landing page.Also : Pictures, sub headlines, copywriting.
  • Transcript

    • 1. The Magic of Copywriting
    • 2. Agenda
      Pay Per Click Best Practices
      Landing Page Best Practices
      Organic Search (SEO)
    • 3. Relevance - The (Search) Holy Grail
      Search Engines are only as good as the results they deliver. Users demand relevance in search results, and websites that meet their expectations after theyclick through.
    • 4. Where Consumers Search
      everyone else
      Hitwise January 2010
      Where Consumers Search
    • 5. Anatomy of a SERP (Search Results Page)
    • 6. organic
      Sponsored / PPC
      Anatomy of a SERP (Search Results Page)
    • 7. Sponsored / Pay Per Click listings
      “Auction” - bid on keywords
      Quality score - secret sauce
      Immediate Results
      Control of How and Where Displayed
      Can Test and Change Daily
      Costs Money Each Time Someone Clicks
      Very Competitive
      Need Knowledge to Avoid Wasted Spending
    • 8. Organic listings
      Google displays most relevant
      Tie breaker - secret sauce
      Clicks are ‘virtually’ free
      Most people click on top organic links
      Takes time to see results
      Limited control
      Clicks may be ‘virtually’ free, but SEO efforts are not!
    • 9. Users Look & Click on Organic
      “Heat Map” – Eye and Click Tracking
    • 10. 10,000 Foot Perspective
      Customer Perception: We know the customers best, we talk to them and they buy our goods/services.
      Posture: Look at all the things we do!
      POV: “Business Unit”
      Company Metaphor: Yahoo
      Customer Perception: We know the customers best – we can measure behavior and improve efficiency metrics in how they engage with the goods/services!
      Posture: Look at how we are moving the needle.
      POV: “Distribution Channel”
      Company Metaphor: Google
      Customer Perception: We know ourselves best – this is how we want to do it.
      Posture: Wouldn’t it be cool if I could do it “this way.”
      POV: “What I Want Now”
      Company Metaphor: Apple
    • 11. Agenda
      • Introduction
      • 12. Pay Per Click Best Practices
      • 13. Landing Page Best Practices
      • 14. Organic Search (SEO)
    • 15. Writing Pay-per-click Ad Copy
      • Products (keywords) should already be organized into focused ad groups.
      • 16. Customers are already “in the market.” They basically know what they want.
      • 17. Goal: Create and test targeted, relevant copy that differentiates your site in a crowded marketplace.
    • Ad Copy: Basic Format
      Google Ads:
      • Headline (Limit: 25 Characters)
      • 18. Description Line 1 (Limit: 35 Characters)
      • 19. Description Line 2 (Limit: 35 Characters)
      • 20. Display URL (Can Be Used for Optimization, e.g.
    • Ad Copy: Keyword Insertion
      • Inserts the keyword into your copy, or uses default text if the keyword is too long
      • 21. Finds the “matched term” from your keyword inventory (so make sure your terms make sense – e.g. ‘Houses in Chicago,’ not ‘in Houses Chicago’)
      • 22. Frequently overused, but helpful for tail terms in larger Ad Groups
      • 23. NOT a substitute for a good account organization and tailored messaging
      {KeyWord:DVDs} at
      Low prices on {keyword:hundreds of DVDs}
      Qualified orders over $25 ship free
    • 24. Ad Copy: Basic Restrictions
      • No cute spellings (unless Brand name): EZ, Kwik, Git-n-Go
      • 25. Must use proper grammar
      • 26. No excess or strange punctuation: Only one exclamation point allowed
      • 27. No superlatives unless substantiated on landing page by a third party
      • 28. Capitalization may be Title Case or Sentence case… Words cannot be in ALL CAPS (unless Brand name)
      • 29. Watch the price points – only use if you’re sure you can beat the competition
      • 30. Ampersands (&) are all right, but don’t overuse
      • 31. No inappropriate language
    • Ads – Best Practices
      Creative optimization is one of the most effective ways to improve account performance.
      Use multiple ads per ad group and measure conversion rate and CTR.
      Can increase the number of targeted consumers to site.
      Can reduce the cost per conversion and the CPC for this traffic.
      Consistently rotate out losing ads and rotate in new test ads.
      Test a variety of tactics.
      Use strong call-to-action phrases.
      List prices or promos.
      Include brand terms and taglines in copy.
      Alter display URLs to provide a consistent message.
    • 32. Ads – Best Practices
      Analyze ads and make changes accordingly
      Analyze ads in a few high-performing ad groups. Keep the best ad in each group and replace the other ads with two new ads to run in rotation.
      Test new ads regularly with a small number of ad groups. Only expand successful tests to more groups.
      Use conversion rate and conversions per 1000 impressions to measure strength of ads.
      Typically, turn off Google’s Ad Optimizer and evenly rotate ads.
    • 33. Ad Copy: Strategies
    • 34. “Key Messaging” Strategies for Creative
      “Key Messages” To Test
      Very Specific
      Structured Keyword Use Instead of Keyword Insertion
      Pointed Questions
      Value Proposition: Fast
      Value Proposition: Local
      Value Proposition: Easy
      Emotional Appeal: What you want
      Emotional Appeal: Support Local
      Value Proposition: Nearest Geo-Focus
      Validation Tactics: Trademark
      Attention Grabbing: Using Symbols and Characters
      Keyword Bolding
    • 35. Ad Copy: Testing
      Best Practices:
      • Write Multiple Creatives and Use Concrete Data to Pick the Best Performer
      • 36. Google, Yahoo and Bing All Have Auto-Optimization, Displaying Creatives with Good CTR More Often
      • 37. Auto-Optimization is Engineered to Make the Search Engines More Money – Focus on Conversions/Conversion Rate/CPA whenever possible
      • 38. For High-Volume Campaigns, Disable Auto-Optimization
      • 39. Begin with 3-4 Creatives per Ad Group, Each Utilizing a Different Creative Strategy
      • 40. After a Sufficient Amount of Impressions/Clicks, Begin Removing Non-Performers, Until Only One Ad is Running
      • 41. Begin Testing Discrete Elements Against the Winner
    • 42. Ad Testing
      Remove underperforming ads
      High CPAs and low conversion rates
      Recommend limiting number of active ads to 2 - 4
    • 43. Ad Copy: Testing
      When testing is completed, may generalize findings to entire account for bump in CTR.
      Keep in mind the number of variables involved, however:
      Ad position
      Types of Keywords
      Changing Bids
      Seasonal Shifts
    • 44. Ad Copy: Testing
      Bad Reasons to Test:
      Haven’t done anything in a while
      Tired of the same old messaging (it is always new to the user)
      Don’t know what else to do
      New site functionality/layout
      Want to undercut the competition ASAP
    • 45. Creative Optimization Tools
    • 46. Ad Enhancements
      Use brand name and registered trademark symbol in ads to highlight authority
      Test capitalization and variations in display URL
      Can be used to reinforce search phrases and to convey relevance of landing page to searcher query
    • 47. Beware Ad Optimizers
      “Show better performing ads more often” Ad Option is ON
      Enable ad rotation option
      Pick winning ads with emphasis on conversion rate (if possible)
    • 48. Sample Ad Copy – “Apartments in Huntington Beach”
    • 49. Sample Ad Copy – “3 Bedroom Apartments”
    • 50. Sample Ad Copy – “Pet Friendly Apartments”
    • 51. Ad Copy: Summary
      • Write customized creatives for each ad group, targeted to the keywords within each ad group.
      • 52. Put the keyword in the ad copy to show relevance and attract the user’s eye. When the keyword appears in the ad copy, it is bolded. If the account organization is solid, this need not be done through Keyword Insertion.
      • 53. Emphasize the unique aspects of your product or service that set you apart from other websites – otherwise you’re lost in the jumble.
      • 54. Include a strong call to action so the users know what to do on your site once they get there – not “Click here,” but “Call Today!”
      • 55. Test multiple creatives for each ad group. BUT . . .
      • 56. Don’t futz too much if things are working well – there are other levers to pull
    • Agenda
      Pay Per Click Best Practices
      Landing Page Best Practices
      Organic Search (SEO)
    • 57. Understanding Conversion
      Conversion requires:
      C = 4M + 3V – 2(f – i) – 2a*
      • Motivated visitors to your site (or page)
      • 58. Qualified via keyword query and your Search Results text
      • 59. A clearly defined Value proposition on your landing page
      • 60. Headlines that instantly state the benefit
      • 61. The least friction possible (page layout, color, ineffective copy, etc.)
      • 62. Balanced with an incentive (free whitepaper, risk free trial, special offers, etc.)
      • 63. The least amount of anxiety possible(filling out a form name, call to action buttons)
      * © Marketing Experiments
    • 64. Conversion Funnel Best Practices
      Map “who” and “why from keyword to:
      Keyword used within ad
      Headline of ad
      Implied in value proposition
      Landing Page:
      Headline of landing page
      Text of landing page
      Benefits statement of landing page
      Keyword: Viking River Cruises China
    • 65. Landing-Page Analysis
      Free Webex Trial
      Get Web Conferencing, Collaboration
      & Remote Access Solutions w/ Webex
      • Map over motivation from ad text to the landing page.
      • 66. Ex: KWs like web conferencing, collaborate, and remote access solutions should be reiterated in the headline.
      • 67. Add credibility to the brand/product:
      • 68. Follow best practices – and provide appropriate real estate for toll free numbers.
      • 69. Message the unique value proposition clearly on the page.
      • 70. Why should a visitor choose WebEx over the competition?
      • 71. Consider testing specific call-to-action messages:
      • 72. Ex: Get Free Trial, Start 14-Day FREE Trial, Try it FREE Now
    • 73. Sample Best Practice LP
    • 74. Sample Best Practice LP
      Objective: Take one existing landing page and optimize it based upon best practice principles.
      Revisions include:
      Clearly mapping over motivation from ad text to headline.
      Provide proper real estate to the customer service phone number.
      Use arrow for forced eye path to CTA.
      Message “no credit card required” clearly on the page.
      Use a value added CTA message.
      Add credibility by associating testimonials with company logos and/or images.
      Value added content for this page should include what is included in the free trial.
    • 75. Sample Conversion Paths
      Promise Made,
      Promise Kept?
    • 76. Sample Conversion Paths
      Promise Made,
      Promise Kept?
    • 77. Sample Conversion Paths
      Promise Made,
      Promise Kept?
    • 78. Sample Conversion Paths
      Promise Made,
      Promise Kept?
    • 79. Google Browser Size Snapshot
    • 80. Google Browser Size Snapshot
      Google Browser Size is a visualization of browser window sizes for people who visit Google. For example, the "90%" contour means that 90% of people visiting Google have their browser window open to at least this size or larger.
      The data is generated based on the browser size of users who visit Google says that it found that the install rate for Google Earth increased by a whopping 10% simply by moving it 100 pixels higher on the page.
    • 81. Agenda
      Pay Per Click Best Practices
      Landing Page Best Practices
      Organic Search (SEO)
    • 82. SEO Best Practices - Content
      Unique content (authority)
      Creating a depth & breadth of well-tagged, unique content around areas of expertise in logical silos,helps Google identifya site as a subjectmatter authority.
    • 83. SEO Site Architecture – Flash / Java Script
      Site: Visit Long Beach
      Content is 99% in flash
    • 84. SEO Site Architecture – Flash / Java Script
    • 85. Which site wins?
      Site One – 5 Pages
      Site Two – 30 Pages
      Take Away: Build topic expertise by increasing the depth of content on your topics
      Site Content
    • 86. Source: Hubspot 2008
      More pages = More Links
      Creating more, great content inspires more linking!
    • 87. Listing Creativity
    • 94. SEO Best Practices - Content
      When it comes to website content, the following Content Optimization Best Practices are key:
      • Keyword Focus
      • 95. Each page should be focused around one primary keyword or phase
      • 96. Primary keyword selection should be based on keyword search volume research
      • 97. Keyword Usage
      • 98. Primary keyword should be used within all page elements and significantly within body copy
      • 99. Keyword usage should be based on average usage within top search engines
      • 100. Content Depth
      • 101. Each page should have a significant depth of body copy content in relation to the topical focus (approx. 200 – 600 words)
      • 102. Title Tag
      • 103. 6 to 12 words long
      • 104. Keyword focused
      • 105. Keyword used at beginning of tag
      • 106. Meta Description
      • 107. 12 to 24 words long
      • 108. Keyword focused
      • 109. Keyword used towards the beginning of tag
      • 110. Meta Keywords
      • 111. 24 to 48 words long
      • 112. Keyword focused
      • 113. Keywords should be grouped in related clusters
      • 114. H1 Tags
      • 115. Only one H1 Tag per page
      • 116. Keyword focused
      • 117. Should not be duplicate of Title Tag
    • 118. Body Content - Best Practices
      Pages should generally have a minimum of 200 words - ideal = 400-600.
      Body Content includes web site navigational menus, so, menus should be minimized and use relevant topic terms as much as possible.
      Body Content should not overly repeat keywords but should use topically related words e.g.
      Creating a music page without a mention of CD, MP3, Album, or Tape may point out that you are not as much of an expert as someone else.
      A ‘Beatles’ page without the associate words Ringo, Volkswagen, or Bugs, leaves a search engine to guess what you are talking about.
      Competitive analysis & keyword research is ‘key’
    • 119. Content Analysis for
    • 120. “Apartments in Huntington Beach”
    • 121. SEO Content Development Best Practices
      Two audiences:
      Humans (hi-fi)
      Spiders (lo-fi)
      Keyword research
      SEO Best Practices state that each page should be structured around one particular keyword
      Keyword frequency
      Tools are available to help determine this frequency
      Care should be taken to distribute the content according to specific subject areas
      This SEO content “siloing” should mirror an inverted pyramid which moves from general to specific
      For example, “Apartments in California” >> “Apartments in Southern California” >> “Apartments in Hollywood”, etc
      Continual content creation
      In fact, the search engines will adjust their frequency of crawling a site according to content freshness
    • 122. User-Generated Content
      Providing a platform for user generated content allows you to exponentially increase
      Content on your site
      Page count of your site
      Blogs, forums, wikis and other Web 2.0 functionality not only allows consumers to actually create content for you but gives them a way to establish a relationship with you which builds confidence and trust
      Blogs are well regarded by search engines because of the ‘freshness’ of their content
    • 123. Photo Optimization
      Page 56
      Alt tags help search engines determine the content of an image. Google also uses alt tags to add images to their image search gallery. Images that lack an alt tag can possibly be categorized using surrounding text, but an alt tag prevents the search engine spider from making its own decisions about images. In addition to alt tags, images should also be given descriptive file names to enhance categorization and optimization.
      Alt Tag Recommendations
      Create a descriptive keyword-focused alt tag for each image.
      Image File Name Recommendations
      Include the keyword in the image file name.
      Image Caption Recommendations
      Add descriptive, keyword-focused captions to enhance other on-page optimization efforts and image categorization.
    • 124. Video Optimization
      Videos are increasingly driving traffic and being incorporated into universal search results. They should have optimized title tags and meta data as well as keyword-focused surrounding body content to ensure proper indexing.
      Video Optimization Recommendations
      Create unique meta data and tags for any video pages added to the site. Create unique content on the pages that will reinforce the keyword focus and categorization of the video.
    • 125. Questions?
      Brooke Temple