Stand Out, Be Awesome Image credit: cbs.com Best practices make you average. Stand out by being creative. @lyena #SMX
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.
Analyze Your Competition In competitive analysis for ads, summarize features, benefits, advantages. @lyena #SMX
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.
“Think Different”Selection“iPod. One thousand songs in your pocket.” - Steve Jobs, Oct. 23, 2001Shipping“When it absolutely, positively has to be there overnight.” - FedEx, 1970’sQuality“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.
Be DifferentSelection“Think small.” - Volkswagen, 1959Shipping“You deserve a break today.” - McDonald’s, 1971Quality“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
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.
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
Landing PageRelevant?Value?Action? Landing page. Relevant to the search query? Communicates value clearly? Calls @lyena #SMX to action?
SWOT Str ength Weakness Large selection Outdated, busy design Free puzzles Too many choices Frequent updates Unfocused Opportunity Threat Modern-looking page High volume Focused on learning Low prices Unique,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
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?
TakeawaysBe original, unexpected,tell a compelling storyOffer experience,connect with emotionExperiment, measure, act “The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.” - Rupert MurdochImage Credit: http://www.flickr.com/photos/sonofgroucho/1436844248/ Learn from competition. Be different. Fail fast. Experiment, measure, succeed. @lyena #SMX
Web Optimization Analyst Yo! Yo! SEO Agency focus is Word-of-Mouth SEO, helping clients optimize their online conversation. email@example.com . YoYoSEO.com @lyena . @YoYoSEO http://yseo.us/smxppc Presentation on dominating the SERPs – http://yseo.us/smxppc @lyena #SMX