Ad Copy with Personality - PPC Hero Conference 2012

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Presentation on writing personas for PPC for the first PPC Hero Conference in Indianapolis, IN in April 2012.

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  • Ever look at screenplay, especially when they show those excerpts at the Oscars and find how hard it is to visualize those words on the page being “action” and wonder how the directors/actors “see” scenes?
  • Ever look at screenplay, especially when they show those excerpts at the Oscars and find how hard it is to visualize those words on the page being “action” and wonder how the directors/actors “see” scenes?
  • Ever look at screenplay, especially when they show those excerpts at the Oscars and find how hard it is to visualize those words on the page being “action” and wonder how the directors/actors “see” scenes?
  • This picture is meant to sum up that entire page of text on the previous slide. It’s from Moneyball where Brad Pitt (Billy Beane) is talking with David Justice about the end of his career.
  • Portent persona for a tech client
  • Example from interaction design on a chef
  • Example from Copyblogger on a photographer. Notice how different the formats are from each other, one is more narrative, one has a chart and a day in the life of while this one has bullets with narrative. What we’ll do today is create simple personas for PPC ads, complete with a basic template that you can use when you get home.
  • For the purposes of this presentation, we’re going to assume that no other marketing collateral or information has been collected or share with you.
  • For the purposes of this presentation, we’re going to assume that no other marketing collateral or information has been collected or share with you.
  • You can use location reports to get a better idea of where most of your traffic comes from, which areas convert more efficiently, which areas buy more expensive products, etc. – You can use this report to get a better idea where your persona is from. This could also help with name selection- Bubba for example!
  • You can use this report to get a better idea of whether or not your persona is familiar with your brand or is more likely to just find what they need and buy on the first visit.
  • You can use this report to determine whether or not your persona spends much time researching your brand and how often they visit. You can compare this to the Time to Purchase report (next slide).
  • How many times do they come back before they buy? If it takes 3 on average, you’ve got yourself a research heavy crowd. Take that into consideration when writing ads for value propositions/benefits/features.
  • You can use this report to see what browsers, operating systems, and devices your persona is most likely to use.
  • You can use this report to see how engaged your persona is with social media and what social media forum they’re likely using (if any). Facebook- if you have a page, check out who “likes” it.Twitter- if you have a handle, check out who “follows” it.
  • You can use the referral traffic report to see what other sites your persona likes to visit and how they’re likely to find your site.
  • The best example of customers or users typing as they speak.
  • Folks will tell you what features they hated, colors and price point complaints. Take these into consideration when building your personas.
  • Ad Copy with Personality - PPC Hero Conference 2012

    1. 1. Ad Copy with Personality Elizabeth Marsten, Director of Search Marketing Portent, Inc. @portent
    2. 2. Visualizing Your Audience
    3. 3. Visualizing Your Audience
    4. 4. Marketing PersonasDetailed description of an imaginary“customer” that could encompasses theirgender, race, marital status, children, lifestyle,age, income level, education level, hobbies,religion, travel habits, tech savvy (or not),sports, geography……and even where they might be in the buyingcycle.
    5. 5. *From: Interaction Design
    6. 6. *From: Copyblogger
    7. 7. Creating Personas for PPC• Keep it simple, don’t get too carried away.• Bullet points are your friend.• Narrative should include words that you can see in the ad copy later.• Like keywords!
    8. 8. Keywords: Where to start• Look at your keyword list.• Look in your analytics package on what is bringing organic traffic.• Are these keywords early buying cycle or later? How specific?• Write down 3-4 per product/service.• Depending on how your account is structured, you could do small personas on the product, campaign, buying cycle.
    9. 9. Pictures Everything is easier with a picture!• Don’t pick someone you know.• Don’t pick someone famous.• Use good quality stock photos. photos.com, istockphoto.com, sxc.hu (free)• Use photos appropriate to the persona/reflected in the description.
    10. 10. Photo ExamplePersona: Executive Chef of a Restaurant ChainGood Persona Photo Bad Persona Photo
    11. 11. Persona: MomGood Persona Photo Bad Persona Photo
    12. 12. Name Your People• Doesn’t have to rhyme or match, but it is easier to remember.• Don’t get too quirky.• If you have access to customer first names, peruse them. See what pops up or repeats.
    13. 13. Tools• Google Analytics (or your handy analytics package)• Google Search Suggest• Ubersuggest• Discussion Forums/Blogs- anywhere there’s a conversation• Customer reviews (both you and your competitors)
    14. 14. Google Analytics• Location• New vs. Returning Visitors• Frequency & Recency• Browser/Device• Social Actions• Referral Traffic
    15. 15. Location
    16. 16. New vs. Returning Visitors
    17. 17. Frequency & Recency
    18. 18. Time to Purchase
    19. 19. Browser/Device
    20. 20. Social Actions
    21. 21. Referral Traffic
    22. 22. Google Search Suggest
    23. 23. Ubersuggest
    24. 24. Forums
    25. 25. Customer Reviews
    26. 26. Putting the Pieces TogetherExample client: Natural/Organic Foods RetailerWhat we know:Large selectionFree Shipping“Green” orientedNon perishable itemsSpecializing in gluten free
    27. 27. Gluten Free Gabrielle
    28. 28. Gabrielle in a List• Female• Over 25• Single• Not gluten free by choice, it’s an allergy• Entry level employment, under $40k a year as a lab technician• Very cost conscious• College educated• Often feels “cheated” that she has dietary restrictions
    29. 29. Gabrielle in a List Where the Info came from Old enough to shop for self, tech savvy enough to do it online Previous customer information, 70% were • Female Keyword searches for female • Over 25 “gluten allergy” and “allergies gluten free • Single foods” • Not gluten free by choice, it’s an allergy • Entry level employment, under $40k a year as a lab technician • Very cost conscious Keyword searches for • College educated cheap, discount, coupon • Often feels “cheated” that she has dietary restrictions codes Most frequentGet Creative complaint on forums Common sense!
    30. 30. Gabrielle’s KeywordsGluten free foodsGluten free recipesGluten free food deliveryGluten free bread mixesGluten free dessertsGluten free cookiesGluten free food couponsGluten free food promo codsBrand X couponsBrand X promo codes
    31. 31. Gabrielle’s Ads
    32. 32. Gabrielle’s Ads Breakdown Fun Convenience Not missing out CouponsGood deal Brand names
    33. 33. PHOTO N am e"Quote”Gender: Age: Education: Marital Status:Income: Computer Savvy: Occupation:The story:Start at the beginning. What is their issue/problem?What are their likes and dislikes?What would be their obstacles in purchasing from you? How technical/computer/web skilled are they?How do they find what they want online?
    34. 34. Thanks! @portentElizabeth MarstenDirector of Search MarketingPortent, Inc.elizabeth@portent.com

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