Start writing ads that stand out after attending this session with Dana. Learn how to find your brand voice and use it to turn your fickle paid audience into customers. You'll also learn the ins and outs of campaign extensions, mobile versus desktop ads, and how to figure out your best performing positions. Walk away a stronger copywriter, ready to use every character that Google "gifts" you.

1. #searchlove @danaditomaso#searchlove @danaditomaso
YOUR BRAND IN
95 CHARACTERS
DANA DITOMASO

2. #searchlove @danaditomaso@tweeter
LET’S PLAY
GUESS THE BRAND!

3. #searchlove @danaditomaso

4. #searchlove @danaditomaso
1
2
3

5. #searchlove @danaditomaso

6. #searchlove @danaditomaso

7. #searchlove @danaditomaso

8. #searchlove @danaditomaso

9. #searchlove @danaditomaso@tweeter
ADVERTISING
VS
MARKETING

10. #searchlove @danaditomaso
IT’S ABOUT
BRAND
TOUCHPOINTS

11. #searchlove @danaditomaso
70 CHARACTERS
=
GET THERE FASTER

12. #searchlove @danaditomaso@tweeter
WHAT IS YOUR
BRAND VOICE?

13. #searchlove @danaditomaso

14. #searchlove @danaditomaso
HTTPS://WWW.DISTILLED.NET/TONE-OF-VOICE/
(THIS IS REALLY GOOD)

15. #searchlove @danaditomaso
BRAND VOICE
>
VOICE & TONE

16. #searchlove @danaditomaso
CHARACTER
HOW DO YOU WANT TO BE DESCRIBED?

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HTTP://WWW.READWRITETHINK.ORG/FILES/RESOURC
ES/LESSON_IMAGES/LESSON175/TRAITS.PDF
(THINK LIKE A WRITER)

18. #searchlove @danaditomaso
LANGUAGE
WHAT WORDS WILL YOU USE?

19. #searchlove @danaditomaso
(GIVE PRACTICAL EXAMPLES)

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HTTPS://BLOG.BUFFERAPP.COM/HOW-TO-CREATE-A-
CONTENT-STYLE-GUIDE-TO-IMPROVE-YOUR-BLOGS-QUALITY
(BUILD A STYLE GUIDE)

21. #searchlove @danaditomaso@tweeter
CONSIDER
YOUR PERSONAS

22. #searchlove @danaditomaso
HTTPS://WWW.CRYSTALKNOWS.COM/
(CREEPY AND AMAZING)

23. #searchlove @danaditomaso
WRITE ADS
TO PERSONAS

24. #searchlove @danaditomaso
1% CTR, 20% CONV RATE?
OR 5% CTR, 10% CONV RATE?

25. #searchlove @danaditomaso@tweeter
HOW YOU SET UP
ADWORDS MATTERS TOO

26. #searchlove @danaditomaso
USE CAMPAIGN
EXTENSIONS AS
BRAND EXTENSIONS

27. #searchlove @danaditomaso

28. #searchlove @danaditomaso
MOBILE
VS
DESKTOP

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THE INTENT
CHANGES ON
THE PLATFORM

30. #searchlove @danaditomaso
WHAT IS THE
PERSONA/INTENT
INTERSECT?

31. #searchlove @danaditomaso
DEVICE + KEYWORD
+ PERSONA
= THE RIGHT COPY

32. #searchlove @danaditomaso
HOW DO YOU ANSWER
THE PHONE?

33. #searchlove @danaditomaso@tweeter
RESULTS-FOCUSED
REPORTING

34. #searchlove @danaditomaso
1% CTR, 20% CONV RATE?
OR 5% CTR, 10% CONV RATE?

35. #searchlove @danaditomaso
USE THE DIMENSION
REPORTS

36. #searchlove @danaditomaso
(VIEW: DISTANCE)
(GEOGRAPHIC IS ALSO GOOD)

37. #searchlove @danaditomaso

38. #searchlove @danaditomaso
(VIEW: PAID & ORGANIC)

39. #searchlove @danaditomaso
DO META DESCRIPTIONS
SUPPORT AD COPY?

40. #searchlove @danaditomaso@tweeter
DON’T FORGET
THE POINT

41. #searchlove @danaditomaso
REACH THE RIGHT
AUDIENCE

42. #searchlove @danaditomaso
REMOVE BARRIERS

43. #searchlove @danaditomaso
SHOW UP

44. #searchlove @danaditomaso

45. #searchlove @danaditomaso#searchlove @danaditomaso
THANK YOU!