Digital Marketing 101: Everything You Need To Know
Message Match PwrPt
1.
2. • Recorded version will be distributed later this afternoon,
be sure to keep an eye out for an email!
• Join the conversation on twitter:
• @DuaneBrown
• @AllenThomasFinn
• Time for Q&A – don’t be shy!
Logistics:
3. Allen Finn
Content Marketing Specialist
Wordstream
Message Match: Make Money From PPC with Copy Continuity
MEET THE PRESENTERS:
Duane Brown
Performance Marketer
Unbounce
7. Agenda
• Message Match & AdWords – what is important?
• 3 Ways to Ensure Message Match: Ad Edition
• 6 Components of Creating a Consistent Message on the Landing
Page
• SPECIAL OFFERS
• Q & A
34. **BONUS**
• As you update your ads, make sure you include:
• More details to your offers within the body copy
• Refresh your ad extensions with unique content to promote alongside your new, larger ads
• This allows you to address your tertiary landing page offerings
and brand’s USP, further enhancing Message Match!
44. 1.Visually represent your offer
2.Gets your customer to place themselves in
your scenario
3.Can be a photo or video
The Hero Shot
The right picture is truly worth a
thousand words. Make the right first
impression.
46. The benefits describes the problem
your course will solve.
Features help you tell potential
customers what this course will do
for them.
Features &
Benefits
Keep features to 3 - 5 bullet points. Don’t
want to overwhelm your audience.
50. Don’t distract your customers from
completing the one goal you really
want them to do.
Attention Ratio
One Goal. One Action. One Goal To Rule
Them All.
52. In very rare cases... mobile does not make up
the majority of traffic that a site receives.
When it does...
How do you capitalize on that?
Mobile Is The Default
Mobile isn’t an option. It’s a must in 2016.
However, tablets should be less of a focus.
53. Indexing and taking preference on
mobile pages in 2017
● Desktop will still show if you
don’t have mobile
● Make sure content is nearly
identical between platforms
● Stay away from annoying popups
● Google console if .M site
● Start with key pages
Google Mobile Indexing
54. • Keep a consistent message from keyword to ad/banner to landing page
• Make sure you don’t just think about your title but what your entire landing page
says
• Don’t forget about mobile. It’s not the future. It’s the present.
• Also ask yourself, would you or your partner want to read this ad/page?
• Clicks are human. Don’t forget that.
Summary
55. Summary
• Make sure your ads are being served to the right people.
• Align your account structure with your sales funnel: tailor copy & offering
accordingly
• Expanded Text Ads represent an incredible opportunity: don’t squander it by
stitching a few old ads together
56. WordStream Special Offers
1. FREE Live demo of the WordStream Advisor to learn how to manage
your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with a Certified Google AdWords Consultant
3. Neither, I’m all set
Keyword relevancy
Landing page
Ad relevancy
… and guess what? CTR, historical performance, and relevance are tangentially related!
Increasing targeted traffic is a 4-step process.
Put the kibosh on superfluous traffic
Utilize advanced targeting features
Build granular remarketing lists
Reframe the Display Network
Add negative keywords
Demographic for Search
Income-based targeting
Example of layering: At WS, we segment by time, but to maximize CR, we layer that information using lists that ID traffic as “advertiser” or “agency.” Then, we exclude those two lists from another, catch-all 30 day list.
EX. 0-30 day lists for advertisers / same for agencies.
Taking a targeted approach to display.
Use managed placements over KW targeting
Don’t over-layer.
Add AdSence for mobile apps as a campagin exclusion
That being said, lean on managed placements and ensure that the ads you’re using align with the types of websites they’re being served on.
That’s a total of 140 characters, instead of 95, for you to parallel your landing page copy
Expanded Text Ads are 47% larger than Standard Text Ads.
That’s a total of 140 characters, instead of 95, for you to parallel your landing page copy
Expanded Text Ads are 47% larger than Standard Text Ads.
Keywords, parallel LP offer
Pro-tip: Have you identified headlines that work well on other channels? You may finally have enough room to use them in your PPC ads, too!
Concretize H1 / offer emotional appeal / CTA
Ad Customizers! DKI! Clear CTA! Tie in w/ Landing page
KEYWORD KEYWORD KEYWORD
KEYWORD KEYWORD KEYWORD
KEYWORD KEYWORD KEYWORD
KEYWORD KEYWORD KEYWORD
Connect your advertising to the landing page that a customer or lead lands on. To many banners and LPs don’t show continuity.
A good example of message match is our Digital Agency Day campaign.
A good example of message match in our AdWords Campaigns
The starting point of a marketing campaign revolves around your ability to define a point of differentiation. What is it about your product or service that sets it apart from the competition? You need to communicate this in a succinct way on your landing page. Try to break down your offering to its most basic level, to describe the specific benefit your customers will get by choosing your product/service.
USP
The adage “a picture is worth a thousand words” is especially true in the short attention span world of the landing page. The hero shot is the visual representation of your offer and can help people to gain a better understanding of what it is or what it looks like. For maximum effect it should show context of use . This means showing rather than telling how it will be used by a customer.
It’s important to strike a balance here and not get into so much detail that your landing page feels like it’s full of text. Write a brief one paragraph summary and 3-5 bullet points for clarity. Come back to this section many times and edit the copy to remove any bloated or unnecessary verbiage.
Other examples of social proof are:
Customer testimonials
Social signals – how well received is your offering on public networks?
A count of how many customers you have
Trust seals to establish security of information
Awards from reputable organizations
Customer reviews – which are very powerful when prospects are comparison shopping
In the UK and USA, mobile can be as much as 50-65% of a sites traffic in 2016. Making sure your pages and the experience you’re proving is optimized. This isn’t an option anymore. It’s basic table steak and a must for every brand large and small. Not being mobile ready says your brand’s isn’t thinking about the future. Also, tablet traffic has been plateaued the last few year.. so it shouldn’t be as much of a focus.
