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

    1. 1. The Magic of Copywriting<br />
    2. 2. Agenda<br />Introduction<br />Pay Per Click Best Practices<br />Landing Page Best Practices<br />Organic Search (SEO)<br />2<br />
    3. 3. Relevance - The (Search) Holy Grail<br />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. <br />3<br />
    4. 4. Where Consumers Search<br />A<br />B<br />Google<br />everyone else<br />Y!<br />Hitwise January 2010<br />4<br />Where Consumers Search<br />
    5. 5. Anatomy of a SERP (Search Results Page)<br />5<br />
    6. 6. organic<br />Sponsored / PPC<br />Anatomy of a SERP (Search Results Page)<br />6<br />
    7. 7. Sponsored / Pay Per Click listings<br />“Auction” - bid on keywords<br />Quality score - secret sauce<br />PROS:<br />Immediate Results<br />Control of How and Where Displayed<br />Can Test and Change Daily<br />CONS:<br />Costs Money Each Time Someone Clicks<br />Very Competitive<br />Need Knowledge to Avoid Wasted Spending<br />7<br />
    8. 8. Organic listings<br />Google displays most relevant<br />Tie breaker - secret sauce<br />PROS:<br />Clicks are ‘virtually’ free<br />Most people click on top organic links<br />CONS:<br />Takes time to see results<br />Limited control<br />Clicks may be ‘virtually’ free, but SEO efforts are not!<br />8<br />
    9. 9. Users Look & Click on Organic<br />“Heat Map” – Eye and Click Tracking<br />9<br />
    10. 10. 10,000 Foot Perspective<br />Business<br />Customer Perception: We know the customers best, we talk to them and they buy our goods/services.<br />Posture: Look at all the things we do!<br />POV: “Business Unit”<br />Company Metaphor: Yahoo<br />Agencies<br />Customer Perception: We know the customers best – we can measure behavior and improve efficiency metrics in how they engage with the goods/services!<br />Posture: Look at how we are moving the needle.<br />POV: “Distribution Channel”<br />Company Metaphor: Google<br />Customers<br />Customer Perception: We know ourselves best – this is how we want to do it.<br />Posture: Wouldn’t it be cool if I could do it “this way.”<br />POV: “What I Want Now”<br />Company Metaphor: Apple<br />10<br />
    11. 11. Agenda<br /><ul><li>Introduction
    12. 12. Pay Per Click Best Practices
    13. 13. Landing Page Best Practices
    14. 14. Organic Search (SEO)</li></ul>11<br />
    15. 15. Writing Pay-per-click Ad Copy<br />12<br /><ul><li>Products (keywords) should already be organized into focused ad groups.
    16. 16. Customers are already “in the market.” They basically know what they want.
    17. 17. Goal: Create and test targeted, relevant copy that differentiates your site in a crowded marketplace.</li></li></ul><li>Ad Copy: Basic Format<br />13<br />Google Ads:<br /><ul><li>Headline (Limit: 25 Characters)
    18. 18. Description Line 1 (Limit: 35 Characters)
    19. 19. Description Line 2 (Limit: 35 Characters)
    20. 20. Display URL (Can Be Used for Optimization, e.g.</li></li></ul><li>Ad Copy: Keyword Insertion<br />14<br /><ul><li>Inserts the keyword into your copy, or uses default text if the keyword is too long
    21. 21. Finds the “matched term” from your keyword inventory (so make sure your terms make sense – e.g. ‘Houses in Chicago,’ not ‘in Houses Chicago’)
    22. 22. Frequently overused, but helpful for tail terms in larger Ad Groups
    23. 23. NOT a substitute for a good account organization and tailored messaging</li></ul>Format:<br /> {KeyWord:DVDs} at<br /> Low prices on {keyword:hundreds of DVDs}<br /> Qualified orders over $25 ship free<br /><br />
    24. 24. Ad Copy: Basic Restrictions<br />15<br /><ul><li>No cute spellings (unless Brand name): EZ, Kwik, Git-n-Go
    25. 25. Must use proper grammar
    26. 26. No excess or strange punctuation: Only one exclamation point allowed
    27. 27. No superlatives unless substantiated on landing page by a third party
    28. 28. Capitalization may be Title Case or Sentence case… Words cannot be in ALL CAPS (unless Brand name)
    29. 29. Watch the price points – only use if you’re sure you can beat the competition
    30. 30. Ampersands (&) are all right, but don’t overuse
    31. 31. No inappropriate language</li></li></ul><li>Ads – Best Practices<br />Creative optimization is one of the most effective ways to improve account performance.<br />Use multiple ads per ad group and measure conversion rate and CTR.<br />Can increase the number of targeted consumers to site.<br />Can reduce the cost per conversion and the CPC for this traffic.<br />Consistently rotate out losing ads and rotate in new test ads.<br />Test a variety of tactics.<br />Use strong call-to-action phrases.<br />List prices or promos.<br />Include brand terms and taglines in copy.<br />Alter display URLs to provide a consistent message.<br />16<br />
    32. 32. Ads – Best Practices<br />Analyze ads and make changes accordingly<br />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.<br />Test new ads regularly with a small number of ad groups. Only expand successful tests to more groups.<br />Use conversion rate and conversions per 1000 impressions to measure strength of ads.<br />Typically, turn off Google’s Ad Optimizer and evenly rotate ads.<br />17<br />
    33. 33. Ad Copy: Strategies<br />18<br />
    34. 34. “Key Messaging” Strategies for Creative<br />“Key Messages” To Test <br />Clean <br />Very Specific <br />Structured Keyword Use Instead of Keyword Insertion<br />Pointed Questions <br />Value Proposition: Fast <br />Value Proposition: Local <br />Value Proposition: Easy <br />Emotional Appeal: What you want <br />Emotional Appeal: Support Local <br />Value Proposition: Nearest Geo-Focus <br />Validation Tactics: Trademark <br />Attention Grabbing: Using Symbols and Characters <br />Keyword Bolding<br />19<br />
    35. 35. Ad Copy: Testing<br />Best Practices:<br /><ul><li>Write Multiple Creatives and Use Concrete Data to Pick the Best Performer
    36. 36. Google, Yahoo and Bing All Have Auto-Optimization, Displaying Creatives with Good CTR More Often
    37. 37. Auto-Optimization is Engineered to Make the Search Engines More Money – Focus on Conversions/Conversion Rate/CPA whenever possible
    38. 38. For High-Volume Campaigns, Disable Auto-Optimization
    39. 39. Begin with 3-4 Creatives per Ad Group, Each Utilizing a Different Creative Strategy
    40. 40. After a Sufficient Amount of Impressions/Clicks, Begin Removing Non-Performers, Until Only One Ad is Running
    41. 41. Begin Testing Discrete Elements Against the Winner</li></ul>20<br />
    42. 42. Ad Testing <br />Remove underperforming ads<br />High CPAs and low conversion rates <br />Recommend limiting number of active ads to 2 - 4<br />21<br />
    43. 43. Ad Copy: Testing<br />When testing is completed, may generalize findings to entire account for bump in CTR.<br />Keep in mind the number of variables involved, however:<br />Ad position<br />Types of Keywords<br />Changing Bids<br />Seasonal Shifts<br />22<br />
    44. 44. Ad Copy: Testing<br />Bad Reasons to Test:<br />Haven’t done anything in a while<br />Tired of the same old messaging (it is always new to the user)<br />Don’t know what else to do<br />New site functionality/layout<br />Want to undercut the competition ASAP<br />23<br />
    45. 45. Creative Optimization Tools<br />24<br />
    46. 46. Ad Enhancements <br />Use brand name and registered trademark symbol in ads to highlight authority<br />Test capitalization and variations in display URL<br />Can be used to reinforce search phrases and to convey relevance of landing page to searcher query<br /><br /><br /><br /><br /><br />25<br />
    47. 47. Beware Ad Optimizers<br />“Show better performing ads more often” Ad Option is ON<br />Recommendation<br />Enable ad rotation option<br />Pick winning ads with emphasis on conversion rate (if possible)<br />26<br />
    48. 48. Sample Ad Copy – “Apartments in Huntington Beach”<br />27<br />
    49. 49. Sample Ad Copy – “3 Bedroom Apartments”<br />28<br />
    50. 50. Sample Ad Copy – “Pet Friendly Apartments”<br />29<br />
    51. 51. Ad Copy: Summary<br />30<br /><ul><li>Write customized creatives for each ad group, targeted to the keywords within each ad group.
    52. 52. 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.
    53. 53. Emphasize the unique aspects of your product or service that set you apart from other websites – otherwise you’re lost in the jumble.
    54. 54. 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!”
    55. 55. Test multiple creatives for each ad group. BUT . . .
    56. 56. Don’t futz too much if things are working well – there are other levers to pull</li></li></ul><li>Agenda<br />Introduction<br />Pay Per Click Best Practices<br />Landing Page Best Practices<br />Organic Search (SEO)<br />31<br />
    57. 57. Understanding Conversion<br />Conversion requires:<br />C = 4M + 3V – 2(f – i) – 2a*<br /><ul><li>Motivated visitors to your site (or page)
    58. 58. Qualified via keyword query and your Search Results text
    59. 59. A clearly defined Value proposition on your landing page
    60. 60. Headlines that instantly state the benefit
    61. 61. The least friction possible (page layout, color, ineffective copy, etc.)
    62. 62. Balanced with an incentive (free whitepaper, risk free trial, special offers, etc.)
    63. 63. The least amount of anxiety possible(filling out a form name, call to action buttons)</li></ul>* © Marketing Experiments<br />32<br />
    64. 64. Conversion Funnel Best Practices<br />Map “who” and “why from keyword to:<br />Ad:<br />Keyword used within ad<br />Headline of ad<br />Implied in value proposition<br />Landing Page:<br />Headline of landing page<br />Text of landing page<br />Benefits statement of landing page<br />Keyword: Viking River Cruises China<br />33<br />
    65. 65. Landing-Page Analysis<br />Free Webex Trial<br />Get Web Conferencing, Collaboration<br />& Remote Access Solutions w/ Webex<br /> <br /><ul><li>Map over motivation from ad text to the landing page.
    66. 66. Ex: KWs like web conferencing, collaborate, and remote access solutions should be reiterated in the headline.
    67. 67. Add credibility to the brand/product:
    68. 68. Follow best practices – and provide appropriate real estate for toll free numbers.
    69. 69. Message the unique value proposition clearly on the page.
    70. 70. Why should a visitor choose WebEx over the competition?
    71. 71. Consider testing specific call-to-action messages:
    72. 72. Ex: Get Free Trial, Start 14-Day FREE Trial, Try it FREE Now</li></ul>34<br />
    73. 73. Sample Best Practice LP<br />35<br />
    74. 74. Sample Best Practice LP<br />36<br />Objective: Take one existing landing page and optimize it based upon best practice principles. <br />Revisions include:<br />Clearly mapping over motivation from ad text to headline.<br />Provide proper real estate to the customer service phone number.<br />Use arrow for forced eye path to CTA.<br />Message “no credit card required” clearly on the page.<br />Use a value added CTA message.<br />Add credibility by associating testimonials with company logos and/or images.<br />Value added content for this page should include what is included in the free trial. <br />A.<br />B.<br />C.<br />D.<br />E.<br />G.<br />F.<br />
    75. 75. Sample Conversion Paths<br />37<br />Promise Made,<br />Promise Kept?<br />
    76. 76. Sample Conversion Paths<br />38<br />Promise Made,<br />Promise Kept?<br />
    77. 77. Sample Conversion Paths<br />39<br />Promise Made,<br />Promise Kept?<br />
    78. 78. Sample Conversion Paths<br />40<br />Promise Made,<br />Promise Kept?<br />
    79. 79. Google Browser Size Snapshot<br />41<br />
    80. 80. Google Browser Size Snapshot<br />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.<br />The data is generated based on the browser size of users who visit 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.<br />42<br />
    81. 81. Agenda<br />Introduction<br />Pay Per Click Best Practices<br />Landing Page Best Practices<br />Organic Search (SEO)<br />43<br />
    82. 82. SEO Best Practices - Content<br />Unique content (authority)<br />Creating a depth & breadth of well-tagged, unique content around areas of expertise in logical silos,helps Google identifya site as a subjectmatter authority.<br />44<br />
    83. 83. SEO Site Architecture – Flash / Java Script<br />Site: Visit Long Beach<br /><br />Content is 99% in flash<br />45<br />
    84. 84. SEO Site Architecture – Flash / Java Script<br />46<br />
    85. 85. Which site wins?<br />Site One – 5 Pages<br />Site Two – 30 Pages<br />Beatles<br />Beatles<br />Take Away: Build topic expertise by increasing the depth of content on your topics<br />47<br />Site Content<br />
    86. 86. Source: Hubspot 2008<br />More pages = More Links<br />Creating more, great content inspires more linking!<br />48<br />
    87. 87. Listing Creativity<br /><ul><li>Your 2-second ad
    88. 88. Relevance
    89. 89. Keyword(s) included
    90. 90. Domain familiarity
    91. 91. Differentiation
    92. 92. Call to action
    93. 93. You have somecontrol!</li></ul>49<br />
    94. 94. SEO Best Practices - Content<br />When it comes to website content, the following Content Optimization Best Practices are key:<br /><ul><li>Keyword Focus
    95. 95. Each page should be focused around one primary keyword or phase
    96. 96. Primary keyword selection should be based on keyword search volume research
    97. 97. Keyword Usage
    98. 98. Primary keyword should be used within all page elements and significantly within body copy
    99. 99. Keyword usage should be based on average usage within top search engines
    100. 100. Content Depth
    101. 101. Each page should have a significant depth of body copy content in relation to the topical focus (approx. 200 – 600 words)
    102. 102. Title Tag
    103. 103. 6 to 12 words long
    104. 104. Keyword focused
    105. 105. Keyword used at beginning of tag
    106. 106. Meta Description
    107. 107. 12 to 24 words long
    108. 108. Keyword focused
    109. 109. Keyword used towards the beginning of tag
    110. 110. Meta Keywords
    111. 111. 24 to 48 words long
    112. 112. Keyword focused
    113. 113. Keywords should be grouped in related clusters
    114. 114. H1 Tags
    115. 115. Only one H1 Tag per page
    116. 116. Keyword focused
    117. 117. Should not be duplicate of Title Tag</li></ul>50<br />
    118. 118. Body Content - Best Practices<br />Pages should generally have a minimum of 200 words - ideal = 400-600. <br />Body Content includes web site navigational menus, so, menus should be minimized and use relevant topic terms as much as possible.<br />Body Content should not overly repeat keywords but should use topically related words e.g. <br />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.<br />A ‘Beatles’ page without the associate words Ringo, Volkswagen, or Bugs, leaves a search engine to guess what you are talking about.<br />Competitive analysis & keyword research is ‘key’<br />51<br />
    119. 119. Content Analysis for<br />52<br />
    120. 120. “Apartments in Huntington Beach”<br />53<br />
    121. 121. SEO Content Development Best Practices<br />Two audiences:<br />Humans (hi-fi)<br />Spiders (lo-fi)<br />Keyword research<br />Tools<br />SEO Best Practices state that each page should be structured around one particular keyword<br />Keyword frequency<br />Tools are available to help determine this frequency<br />Care should be taken to distribute the content according to specific subject areas<br />This SEO content “siloing” should mirror an inverted pyramid which moves from general to specific<br />For example, “Apartments in California” >> “Apartments in Southern California” >> “Apartments in Hollywood”, etc<br />Continual content creation<br />In fact, the search engines will adjust their frequency of crawling a site according to content freshness<br />54<br />
    122. 122. User-Generated Content<br />Providing a platform for user generated content allows you to exponentially increase <br />Content on your site<br />Page count of your site<br />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<br />Blogs are well regarded by search engines because of the ‘freshness’ of their content<br />55<br />
    123. 123. Photo Optimization<br />Page 56<br />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. <br />Alt Tag Recommendations<br />Create a descriptive keyword-focused alt tag for each image.<br />Image File Name Recommendations<br />Include the keyword in the image file name. <br />Image Caption Recommendations<br />Add descriptive, keyword-focused captions to enhance other on-page optimization efforts and image categorization.<br />
    124. 124. Video Optimization<br /> 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.<br />Video Optimization Recommendations<br />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.<br />
    125. 125. Questions?<br />Brooke Temple<br /><br />310-582-5726<br />