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Stand Out In a Sea of Search By Virginia Tonning


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The Nine Billion Ads of Search. PRESENTATION: Stand Out In a Sea of Search - Given by Virginia Tonning, @vtonning - Schneider Electric, Global Manager of Paid Search. #SMX #11B

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Stand Out In a Sea of Search By Virginia Tonning

  1. 1. #SMX #11B @vtonning Stand Out in the Sea of Search The Nine Billion Ads of Search
  2. 2. #SMX #11B @vtonning Introduction Virginia Tonning Professionally you can find me here: …and the rest of the TIME you can find me partaking or supporting one of these great causes
  3. 3. #SMX #11B @vtonning Introduction Schneider Electric Schneider Electric is the global specialist in energy management and automation. Our technologies ensure that Life Is On everywhere, for everyone and at every moment. #LifeIsOn Schneider by #’s: •  181 year old company •  Present in 190 countries •  Over 170,000 employees •  €26.6 BN (2015 revenue)
  4. 4. #SMX #11B @vtonning •  Comprehensive B2B Product Portfolio •  Over 100,000 products •  Our name alone takes up 20% of the ad copy space •  The competition (ourselves included) Our Challenge Here we are …
  5. 5. #SMX #11B @vtonning How do you differentiate your Brand from the competition? •  Highly Competitive Market •  Complex (lengthy) Solutions
  6. 6. #SMX #11B @vtonning •  Leverage Everything •  Maximize Ad real-estate •  Think smarter The Opportunity To Do’s: o Maximize all things Google o Know Your Customer o Go Local o Research o Test
  7. 7. #SMX #11B @vtonning þ Extensions Leverage Ad Extensions •  Callout •  Structured Snippets •  Review •  Sitelinks •  App •  Call •  Location
  8. 8. #SMX #11B @vtonning •  Increase your ad’s footprint •  Box out the competition •  Cross Sell solutions to similar audiences þ Sitelinks 23% Higher CTR
  9. 9. #SMX #11B @vtonning •  What is important to YOUR customer? •  What do they value most? þ Know Your Customer 43% Higher CTR
  10. 10. #SMX #11B @vtonning Consolidate similar messages/offerings •  Simplify your message/story •  Increase Reach •  Reduce Costs •  Maximize ROI þ Think Smarter •  Reduce internal (self) competition •  Increased traffic •  Improved Customer experience •  Control Messaging
  11. 11. #SMX #11B @vtonning Help your National (International) brand compete locally where it makes sense •  Think Free Shipping, or Same day Service •  Local Rebates offers •  Events þ Go Local
  12. 12. #SMX #11B @vtonning Check out the Competition •  Search for terms you are bidding on as well as “known” competitors •  We spend much of our time with our own brand and can lose focus of what customers really want þ Research
  13. 13. #SMX #11B @vtonning •  Test your Headlines •  Test your description copy •  Test your call to action/offer •  Repeat þ Test, test, and then test some more 96 % Higher CTR
  14. 14. #SMX #11B @vtonning •  Leave nothing on the table •  Maximize your ad’s footprint •  Research •  Test new ideas •  Repeat Stand Above the rest