Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SMX@adtech: Paid Search Fundamentals — MonaElesseily

543 views

Published on

  • Be the first to comment

  • Be the first to like this

SMX@adtech: Paid Search Fundamentals — MonaElesseily

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

×