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Your Brand in 95 Characters

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Start writing ads that stand out after attending this session with Dana. Learn how to find your brand voice and use it to turn your fickle paid audience into customers. You'll also learn the ins and outs of campaign extensions, mobile versus desktop ads, and how to figure out your best performing positions. Walk away a stronger copywriter, ready to use every character that Google "gifts" you.

Published in: Marketing
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Your Brand in 95 Characters

  1. 1. #searchlove @danaditomaso#searchlove @danaditomaso YOUR BRAND IN 95 CHARACTERS DANA DITOMASO
  2. 2. #searchlove @danaditomaso@tweeter LET’S PLAY GUESS THE BRAND!
  3. 3. #searchlove @danaditomaso
  4. 4. #searchlove @danaditomaso 1 2 3
  5. 5. #searchlove @danaditomaso
  6. 6. #searchlove @danaditomaso
  7. 7. #searchlove @danaditomaso
  8. 8. #searchlove @danaditomaso
  9. 9. #searchlove @danaditomaso@tweeter ADVERTISING VS MARKETING
  10. 10. #searchlove @danaditomaso IT’S ABOUT BRAND TOUCHPOINTS
  11. 11. #searchlove @danaditomaso 70 CHARACTERS = GET THERE FASTER
  12. 12. #searchlove @danaditomaso@tweeter WHAT IS YOUR BRAND VOICE?
  13. 13. #searchlove @danaditomaso
  14. 14. #searchlove @danaditomaso HTTPS://WWW.DISTILLED.NET/TONE-OF-VOICE/ (THIS IS REALLY GOOD)
  15. 15. #searchlove @danaditomaso BRAND VOICE > VOICE & TONE
  16. 16. #searchlove @danaditomaso CHARACTER HOW DO YOU WANT TO BE DESCRIBED?
  17. 17. #searchlove @danaditomaso HTTP://WWW.READWRITETHINK.ORG/FILES/RESOURC ES/LESSON_IMAGES/LESSON175/TRAITS.PDF (THINK LIKE A WRITER)
  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@tweeter CONSIDER YOUR PERSONAS
  22. 22. #searchlove @danaditomaso HTTPS://WWW.CRYSTALKNOWS.COM/ (CREEPY AND AMAZING)
  23. 23. #searchlove @danaditomaso WRITE ADS TO PERSONAS
  24. 24. #searchlove @danaditomaso 1% CTR, 20% CONV RATE? OR 5% CTR, 10% CONV RATE?
  25. 25. #searchlove @danaditomaso@tweeter HOW YOU SET UP ADWORDS MATTERS TOO
  26. 26. #searchlove @danaditomaso USE CAMPAIGN EXTENSIONS AS BRAND EXTENSIONS
  27. 27. #searchlove @danaditomaso
  28. 28. #searchlove @danaditomaso MOBILE VS DESKTOP
  29. 29. #searchlove @danaditomaso THE INTENT CHANGES ON THE PLATFORM
  30. 30. #searchlove @danaditomaso WHAT IS THE PERSONA/INTENT INTERSECT?
  31. 31. #searchlove @danaditomaso DEVICE + KEYWORD + PERSONA = THE RIGHT COPY
  32. 32. #searchlove @danaditomaso HOW DO YOU ANSWER THE PHONE?
  33. 33. #searchlove @danaditomaso@tweeter RESULTS-FOCUSED REPORTING
  34. 34. #searchlove @danaditomaso 1% CTR, 20% CONV RATE? OR 5% CTR, 10% CONV RATE?
  35. 35. #searchlove @danaditomaso USE THE DIMENSION REPORTS
  36. 36. #searchlove @danaditomaso (VIEW: DISTANCE) (GEOGRAPHIC IS ALSO GOOD)
  37. 37. #searchlove @danaditomaso
  38. 38. #searchlove @danaditomaso (VIEW: PAID & ORGANIC)
  39. 39. #searchlove @danaditomaso DO META DESCRIPTIONS SUPPORT AD COPY?
  40. 40. #searchlove @danaditomaso@tweeter DON’T FORGET THE POINT
  41. 41. #searchlove @danaditomaso REACH THE RIGHT AUDIENCE
  42. 42. #searchlove @danaditomaso REMOVE BARRIERS
  43. 43. #searchlove @danaditomaso SHOW UP
  44. 44. #searchlove @danaditomaso
  45. 45. #searchlove @danaditomaso#searchlove @danaditomaso THANK YOU!

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