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SMX@adtech: Paid Search Fundamentals — MonaElesseily
 

SMX@adtech: Paid Search Fundamentals — MonaElesseily

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    SMX@adtech: Paid Search Fundamentals — MonaElesseily SMX@adtech: Paid Search Fundamentals — MonaElesseily Presentation Transcript

    • SMX @ Ad:Tech: Paid Search Fundamentals Mona Elesseily, Director of Marketing Strategy, Page Zero Media
    • Presentation Topics
      • Paid search best practices
      • Common PPC mistakes
    • Get Campaign Architecture Straight
    • Think About Keywords
    • Proper Tracking in Place?
      • Is your company equipped to track?
      • Define PPC objectives (generate sales, leads, newsletter subscriptions, etc.)
      • Tie objectives to solid metrics
    • Tracking Offline Conversions
      • Order online & pick-up offline
      • Store locator page
      • Time spent on site
      • Queries with geographic qualifiers
      • PPC local search
      • Promo codes
      • Focus groups
      • Post purchase surveys
    • Focus on Ad Copy
      • Brainstorm for copy
      • Product or service descriptions
      • Call to action(s)
      • Offers
      • Features & benefits (mostly benefits)
      • USPs
      • Headlines
      • String together copy together in various combinations
    • Think “Buy Cycle”
      • Financial Planning Services
      • Long-term growth with a
      • margin of safety. Try this quiz.
      • www.bank.com
      • (for get financial planning & get financial plans)
      • Need to Invest in a 401K?
      • Growth, income & balanced funds
      • for 160+years. No commissions.
      • www.bank.com
      • (for get 401K & buy 401K)
    • Testing Yields Results!
    • Which Headline Converted Best?
      • Headline #1
      • Rita’s Hanging Basket Wholesale Offers 30-60% Off Always and Free Shipping On Any Order Over $50
      • Headline #2
      • 30-60% Off A Wide Selection of Hanging Baskets
      • Headline #3
      • Trusted Online Hanging Basket Wholesaler Since 1998
    • Think About Landing Pages – Old Page
    • Landing Page Test #1
    • Landing Page Test #2
    • Anatomy of a Good Landing Page
      • Page headline
      • Company/product description (no more than 2 or 3 sentences)
      • Product/service features & benefits (in list form)
      • A picture on the page
      • A call to action
    • Common PPC Pitfalls
      • Budget set accordingly?
      • Distribution?
      • Ad rotation?
      • Geography?
    • Budget & Distribution
    • Ad Rotation & Geography
    • Thanks!
      • Mona Elesseily
      • Director of Marketing Strategy
      • Page Zero Media
      • @mona_elesseily