3. Stand Out, Be Awesome
Image credit: cbs.com
Best practices make you average. Stand out by being creative. @lyena #SMX
4. Dominate Query Space
Write better ads, tell a better story
Know the searcher, make them care
Test, measure, act
Be creative when using best practices. Relate to the searcher. Test, fail fast, @lyena #SMX
improve.
5. Analyze Your Competition
In competitive analysis for ads, summarize features, benefits, advantages. @lyena #SMX
6. Who Are You?
Large Selection
Free shipping
High Quality
The secret to ad success lies in knowing the searcher and the ad’s ability to @lyena #SMX
speak to what they care about.
7. “Think Different”
Selection
“iPod. One thousand songs in your pocket.”
- Steve Jobs, Oct. 23, 2001
Shipping
“When it absolutely, positively has to be there overnight.”
- FedEx, 1970’s
Quality
“A diamond is forever.”
- De Beers, 1948
Make the same offer, but tell a better story. Be credible and emotional; simple @lyena #SMX
and unexpected.
8. Be Different
Selection
“Think small.”
- Volkswagen, 1959
Shipping
“You deserve a break today.”
- McDonald’s, 1971
Quality
“M&Ms, melts in your mouth, not in your hands.”
- Mars, 1954
Make your offer different, cover more benefits, compel them to click on your ad. @lyena #SMX
9. Work With Feelings
Fear and Anxiety
Curiosity
Suspicions
Dreams
Failures
Enemies
For more effective ads, focus on feelings of fear, anxiety, curiosity. Fight @lyena #SMX
common enemies, encourage dreams, justify failures.
10. Make Your Ads Stand Out
Adults + Children
Urgency
Learning
Uniqueness
Exclusivity
Unexpected
For better CTR, make your ads stand out, be funny, unexpected, over the top. @lyena #SMX
12. SWOT
Str ength Weakness
Large selection Outdated, busy design
Free puzzles Too many choices
Frequent updates Unfocused
Opportunity Threat
Modern-looking page High volume
Focused on learning Low prices
Unique, eclectic Customization
Perform SWOT analysis on competitors’ landing pages. Discover opportunities. @lyena #SMX
13. Ad Optimization Process
Analyze competitors’ ads: what is the offer and benefits? Who are they @lyena #SMX
targeting? What action they want a searcher to take?
14. Takeaways
Be original, unexpected,
tell a compelling story
Offer experience,
connect with emotion
Experiment, measure, act
“The world is changing very fast. Big will not beat small anymore.
It will be the fast beating the slow.”
- Rupert Murdoch
Image Credit: http://www.flickr.com/photos/sonofgroucho/1436844248/
Learn from competition. Be different. Fail fast. Experiment, measure, succeed. @lyena #SMX
15. Web Optimization Analyst
Yo! Yo! SEO
Agency focus is Word-of-Mouth SEO,
helping clients optimize their
online conversation.
lyena@yoyoseo.com . YoYoSEO.com
@lyena . @YoYoSEO
http://yseo.us/smxppc
Presentation on dominating the SERPs – http://yseo.us/smxppc @lyena #SMX
