Who's excited about AdWords? *crickets* Well, get excited because you're going to learn how to write ads that stand out. Why should your landing pages get all the CRO love when you could not only cut costs but improve position when you use ad copy with personality? Learn how to find your brand voice and use it in your PPC campaigns to drive the right audience at the right time.

1. #searchlove @danaditomaso#ctaconf @danaditomaso
BRAND INFUSED PPC
FOR BETTER RESULTS
DANA DITOMASO

2. #searchlove @danaditomaso

3. #searchlove @danaditomaso

4. #searchlove @danaditomaso

5. #searchlove @danaditomaso#ctaconf @danaditomaso
Why should anyone
click your ad?

6. #searchlove @danaditomaso
It’s about
your brand.

7. #searchlove @danaditomaso
70 characters?
Get there faster.

8. #searchlove @danaditomaso#ctaconf @danaditomaso
What is your brand?

9. #searchlove @danaditomaso

10. #searchlove @danaditomaso#ctaconf @danaditomaso
Marketing works when it
feels right.

11. #searchlove @danaditomaso
Humans like consistency.

12. #searchlove @danaditomaso#ctaconf @danaditomaso
It’s about your
brand voice.

13. #searchlove @danaditomaso

14. #searchlove @danaditomaso
https://www.distilled.net/tone-of-voice/

15. #searchlove @danaditomaso
Go further than
voice & tone.

16. #searchlove @danaditomaso
Character
How do you want to be described?

17. #searchlove @danaditomaso
http://www.readwritethink.org/files/resources/l
esson_images/lesson175/traits.pdf

18. #searchlove @danaditomaso
Language
what words will you use?

19. #searchlove @danaditomaso
(give practical examples)

20. #searchlove @danaditomaso
https://blog.bufferapp.com/how-to-create-a-content-
style-guide-to-improve-your-blogs-quality
(build a style guide)

21. #searchlove @danaditomaso
What elements of your
brand drive sales?

22. #searchlove @danaditomaso
Think beyond the CTA.

23. #searchlove @danaditomaso#ctaconf @danaditomaso
Consider
your personas.

24. #searchlove @danaditomaso
https://www.crystalknows.com/

25. #searchlove @danaditomaso
Write ads
to personas.

26. #searchlove @danaditomaso#ctaconf @danaditomaso
How you set up
AdWords matters too.

27. #searchlove @danaditomaso
Higher CTR isn’t
always the goal.

28. #searchlove @danaditomaso
Campaign extensions are
brand extensions.

29. #searchlove @danaditomaso

30. #searchlove @danaditomaso
Mobile vs desktop?

31. #searchlove @danaditomaso
The intent changes
on the platform.

32. #searchlove @danaditomaso
Device + Keyword
+ Persona + Brand
= Converting Copy

33. #searchlove @danaditomaso#ctaconf @danaditomaso
How do you answer
the phone?

34. #searchlove @danaditomaso
Off-brand touchpoints in
the customer journey?

35. #searchlove @danaditomaso#ctaconf @danaditomaso
Brand-Focused Reporting

36. #searchlove @danaditomaso
Compare branded vs
“generic” ads.

37. #searchlove @danaditomaso
Look at close rates.

38. #searchlove @danaditomaso
Look at customer
satisfaction scores.

39. #searchlove @danaditomaso#ctaconf @danaditomaso
Remember why.

40. #searchlove @danaditomaso

41. #searchlove @danaditomaso
Speak to the right
audience.

42. #searchlove @danaditomaso
Remove barriers.

43. #searchlove @danaditomaso
Stand out.

44. #searchlove @danaditomaso

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