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Brand-Infused PPC For Better Results (#CTAConf 2015)

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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.

Published in: Marketing
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Brand-Infused PPC For Better Results (#CTAConf 2015)

  1. 1. #searchlove @danaditomaso#ctaconf @danaditomaso BRAND INFUSED PPC FOR BETTER RESULTS DANA DITOMASO
  2. 2. #searchlove @danaditomaso
  3. 3. #searchlove @danaditomaso
  4. 4. #searchlove @danaditomaso
  5. 5. #searchlove @danaditomaso#ctaconf @danaditomaso Why should anyone click your ad?
  6. 6. #searchlove @danaditomaso It’s about your brand.
  7. 7. #searchlove @danaditomaso 70 characters? Get there faster.
  8. 8. #searchlove @danaditomaso#ctaconf @danaditomaso What is your brand?
  9. 9. #searchlove @danaditomaso
  10. 10. #searchlove @danaditomaso#ctaconf @danaditomaso Marketing works when it feels right.
  11. 11. #searchlove @danaditomaso Humans like consistency.
  12. 12. #searchlove @danaditomaso#ctaconf @danaditomaso It’s about your brand voice.
  13. 13. #searchlove @danaditomaso
  14. 14. #searchlove @danaditomaso https://www.distilled.net/tone-of-voice/
  15. 15. #searchlove @danaditomaso Go further than voice & tone.
  16. 16. #searchlove @danaditomaso Character How do you want to be described?
  17. 17. #searchlove @danaditomaso http://www.readwritethink.org/files/resources/l esson_images/lesson175/traits.pdf
  18. 18. #searchlove @danaditomaso Language what words will you use?
  19. 19. #searchlove @danaditomaso (give practical examples)
  20. 20. #searchlove @danaditomaso https://blog.bufferapp.com/how-to-create-a-content- style-guide-to-improve-your-blogs-quality (build a style guide)
  21. 21. #searchlove @danaditomaso What elements of your brand drive sales?
  22. 22. #searchlove @danaditomaso Think beyond the CTA.
  23. 23. #searchlove @danaditomaso#ctaconf @danaditomaso Consider your personas.
  24. 24. #searchlove @danaditomaso https://www.crystalknows.com/
  25. 25. #searchlove @danaditomaso Write ads to personas.
  26. 26. #searchlove @danaditomaso#ctaconf @danaditomaso How you set up AdWords matters too.
  27. 27. #searchlove @danaditomaso Higher CTR isn’t always the goal.
  28. 28. #searchlove @danaditomaso Campaign extensions are brand extensions.
  29. 29. #searchlove @danaditomaso
  30. 30. #searchlove @danaditomaso Mobile vs desktop?
  31. 31. #searchlove @danaditomaso The intent changes on the platform.
  32. 32. #searchlove @danaditomaso Device + Keyword + Persona + Brand = Converting Copy
  33. 33. #searchlove @danaditomaso#ctaconf @danaditomaso How do you answer the phone?
  34. 34. #searchlove @danaditomaso Off-brand touchpoints in the customer journey?
  35. 35. #searchlove @danaditomaso#ctaconf @danaditomaso Brand-Focused Reporting
  36. 36. #searchlove @danaditomaso Compare branded vs “generic” ads.
  37. 37. #searchlove @danaditomaso Look at close rates.
  38. 38. #searchlove @danaditomaso Look at customer satisfaction scores.
  39. 39. #searchlove @danaditomaso#ctaconf @danaditomaso Remember why.
  40. 40. #searchlove @danaditomaso
  41. 41. #searchlove @danaditomaso Speak to the right audience.
  42. 42. #searchlove @danaditomaso Remove barriers.
  43. 43. #searchlove @danaditomaso Stand out.
  44. 44. #searchlove @danaditomaso
  45. 45. #searchlove @danaditomaso#ctaconf @danaditomaso THANK YOU!

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