The Magic of Copywriting
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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.

The Magic of Copywriting The Magic of Copywriting Presentation Transcript

  • The Magic of Copywriting
  • Agenda
    Introduction
    Pay Per Click Best Practices
    Landing Page Best Practices
    Organic Search (SEO)
    2
  • 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.
    3
  • Where Consumers Search
    A
    B
    Google
    everyone else
    Y!
    Hitwise January 2010
    4
    Where Consumers Search
  • Anatomy of a SERP (Search Results Page)
    5
  • organic
    Sponsored / PPC
    Anatomy of a SERP (Search Results Page)
    6
  • Sponsored / Pay Per Click listings
    “Auction” - bid on keywords
    Quality score - secret sauce
    PROS:
    Immediate Results
    Control of How and Where Displayed
    Can Test and Change Daily
    CONS:
    Costs Money Each Time Someone Clicks
    Very Competitive
    Need Knowledge to Avoid Wasted Spending
    7
  • Organic listings
    Google displays most relevant
    Tie breaker - secret sauce
    PROS:
    Clicks are ‘virtually’ free
    Most people click on top organic links
    CONS:
    Takes time to see results
    Limited control
    Clicks may be ‘virtually’ free, but SEO efforts are not!
    8
  • Users Look & Click on Organic
    “Heat Map” – Eye and Click Tracking
    9
  • 10,000 Foot Perspective
    Business
    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
    Agencies
    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
    Customers
    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
    10
  • Agenda
    • Introduction
    • Pay Per Click Best Practices
    • Landing Page Best Practices
    • Organic Search (SEO)
    11
  • Writing Pay-per-click Ad Copy
    12
    • Products (keywords) should already be organized into focused ad groups.
    • Customers are already “in the market.” They basically know what they want.
    • Goal: Create and test targeted, relevant copy that differentiates your site in a crowded marketplace.
  • Ad Copy: Basic Format
    13
    Google Ads:
    • Headline (Limit: 25 Characters)
    • Description Line 1 (Limit: 35 Characters)
    • Description Line 2 (Limit: 35 Characters)
    • Display URL (Can Be Used for Optimization, e.g. MassiveCompany.com/Widgets)
  • Ad Copy: Keyword Insertion
    14
    • Inserts the keyword into your copy, or uses default text if the keyword is too long
    • Finds the “matched term” from your keyword inventory (so make sure your terms make sense – e.g. ‘Houses in Chicago,’ not ‘in Houses Chicago’)
    • Frequently overused, but helpful for tail terms in larger Ad Groups
    • NOT a substitute for a good account organization and tailored messaging
    Format:
    {KeyWord:DVDs} at Amazon.com
    Low prices on {keyword:hundreds of DVDs}
    Qualified orders over $25 ship free
    Amazon.com
  • Ad Copy: Basic Restrictions
    15
    • No cute spellings (unless Brand name): EZ, Kwik, Git-n-Go
    • Must use proper grammar
    • No excess or strange punctuation: Only one exclamation point allowed
    • No superlatives unless substantiated on landing page by a third party
    • Capitalization may be Title Case or Sentence case… Words cannot be in ALL CAPS (unless Brand name)
    • Watch the price points – only use if you’re sure you can beat the competition
    • Ampersands (&) are all right, but don’t overuse
    • 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.
    16
  • 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.
    17
  • Ad Copy: Strategies
    18
  • “Key Messaging” Strategies for Creative
    “Key Messages” To Test
    Clean
    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
    19
  • Ad Copy: Testing
    Best Practices:
    • Write Multiple Creatives and Use Concrete Data to Pick the Best Performer
    • Google, Yahoo and Bing All Have Auto-Optimization, Displaying Creatives with Good CTR More Often
    • Auto-Optimization is Engineered to Make the Search Engines More Money – Focus on Conversions/Conversion Rate/CPA whenever possible
    • For High-Volume Campaigns, Disable Auto-Optimization
    • Begin with 3-4 Creatives per Ad Group, Each Utilizing a Different Creative Strategy
    • After a Sufficient Amount of Impressions/Clicks, Begin Removing Non-Performers, Until Only One Ad is Running
    • Begin Testing Discrete Elements Against the Winner
    20
  • Ad Testing
    Remove underperforming ads
    High CPAs and low conversion rates
    Recommend limiting number of active ads to 2 - 4
    21
  • 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
    22
  • 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
    23
  • Creative Optimization Tools
    24
  • 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
    www.mypersonalapartmentquestassistant.com
    www.MyPersonalApartmentQuestAssistant.com
    www.mypersonalapartmentquestassistant.com/Boston
    www.mypersonalapartmentquestassistant.com/Promotion
    mypersonalapartmentquestassistant.com
    25
  • Beware Ad Optimizers
    “Show better performing ads more often” Ad Option is ON
    Recommendation
    Enable ad rotation option
    Pick winning ads with emphasis on conversion rate (if possible)
    26
  • Sample Ad Copy – “Apartments in Huntington Beach”
    27
  • Sample Ad Copy – “3 Bedroom Apartments”
    28
  • Sample Ad Copy – “Pet Friendly Apartments”
    29
  • Ad Copy: Summary
    30
    • Write customized creatives for each ad group, targeted to the keywords within each ad group.
    • 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.
    • Emphasize the unique aspects of your product or service that set you apart from other websites – otherwise you’re lost in the jumble.
    • 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!”
    • Test multiple creatives for each ad group. BUT . . .
    • Don’t futz too much if things are working well – there are other levers to pull
  • Agenda
    Introduction
    Pay Per Click Best Practices
    Landing Page Best Practices
    Organic Search (SEO)
    31
  • Understanding Conversion
    Conversion requires:
    C = 4M + 3V – 2(f – i) – 2a*
    • Motivated visitors to your site (or page)
    • Qualified via keyword query and your Search Results text
    • A clearly defined Value proposition on your landing page
    • Headlines that instantly state the benefit
    • The least friction possible (page layout, color, ineffective copy, etc.)
    • Balanced with an incentive (free whitepaper, risk free trial, special offers, etc.)
    • The least amount of anxiety possible(filling out a form name, call to action buttons)
    * © Marketing Experiments
    32
  • Conversion Funnel Best Practices
    Map “who” and “why from keyword to:
    Ad:
    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
    33
  • Landing-Page Analysis
    Free Webex Trial
    Get Web Conferencing, Collaboration
    & Remote Access Solutions w/ Webex
    www.webex.com
    • Map over motivation from ad text to the landing page.
    • Ex: KWs like web conferencing, collaborate, and remote access solutions should be reiterated in the headline.
    • Add credibility to the brand/product:
    • Follow best practices – and provide appropriate real estate for toll free numbers.
    • Message the unique value proposition clearly on the page.
    • Why should a visitor choose WebEx over the competition?
    • Consider testing specific call-to-action messages:
    • Ex: Get Free Trial, Start 14-Day FREE Trial, Try it FREE Now
    34
  • Sample Best Practice LP
    35
  • Sample Best Practice LP
    36
    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.
    A.
    B.
    C.
    D.
    E.
    G.
    F.
  • Sample Conversion Paths
    37
    Promise Made,
    Promise Kept?
  • Sample Conversion Paths
    38
    Promise Made,
    Promise Kept?
  • Sample Conversion Paths
    39
    Promise Made,
    Promise Kept?
  • Sample Conversion Paths
    40
    Promise Made,
    Promise Kept?
  • Google Browser Size Snapshot
    41
  • 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.com. 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.
    42
  • Agenda
    Introduction
    Pay Per Click Best Practices
    Landing Page Best Practices
    Organic Search (SEO)
    43
  • 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.
    44
  • SEO Site Architecture – Flash / Java Script
    Site: Visit Long Beach
    http://www.visitlongbeach.com/
    Content is 99% in flash
    45
  • SEO Site Architecture – Flash / Java Script
    46
  • Which site wins?
    Site One – 5 Pages
    Site Two – 30 Pages
    Beatles
    Beatles
    Take Away: Build topic expertise by increasing the depth of content on your topics
    47
    Site Content
  • Source: Hubspot 2008
    More pages = More Links
    Creating more, great content inspires more linking!
    48
  • Listing Creativity
    • Your 2-second ad
    • Relevance
    • Keyword(s) included
    • Domain familiarity
    • Differentiation
    • Call to action
    • You have somecontrol!
    49
  • SEO Best Practices - Content
    When it comes to website content, the following Content Optimization Best Practices are key:
    • Keyword Focus
    • Each page should be focused around one primary keyword or phase
    • Primary keyword selection should be based on keyword search volume research
    • Keyword Usage
    • Primary keyword should be used within all page elements and significantly within body copy
    • Keyword usage should be based on average usage within top search engines
    • Content Depth
    • Each page should have a significant depth of body copy content in relation to the topical focus (approx. 200 – 600 words)
    • Title Tag
    • 6 to 12 words long
    • Keyword focused
    • Keyword used at beginning of tag
    • Meta Description
    • 12 to 24 words long
    • Keyword focused
    • Keyword used towards the beginning of tag
    • Meta Keywords
    • 24 to 48 words long
    • Keyword focused
    • Keywords should be grouped in related clusters
    • H1 Tags
    • Only one H1 Tag per page
    • Keyword focused
    • Should not be duplicate of Title Tag
    50
  • 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’
    51
  • Content Analysis for Apartmenthunterz.com
    52
  • “Apartments in Huntington Beach”
    53
  • SEO Content Development Best Practices
    Two audiences:
    Humans (hi-fi)
    Spiders (lo-fi)
    Keyword research
    Tools
    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
    54
  • 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
    55
  • 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.
  • 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.
  • Questions?
    Brooke Temple
    brooke@thesearchagency.com
    310-582-5726