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#searchlove @danaditomaso#searchlove @danaditomaso
YOUR BRAND IN

95 CHARACTERS
DANA DITOMASO
#searchlove @danaditomaso@tweeter
LET’S PLAY

GUESS THE BRAND!
#searchlove @danaditomaso
#searchlove @danaditomaso
1
2
3
#searchlove @danaditomaso
#searchlove @danaditomaso
#searchlove @danaditomaso
#searchlove @danaditomaso
#searchlove @danaditomaso@tweeter
ADVERTISING

VS

MARKETING
#searchlove @danaditomaso
IT’S ABOUT

BRAND

TOUCHPOINTS
#searchlove @danaditomaso
70 CHARACTERS

=

GET THERE FASTER
#searchlove @danaditomaso@tweeter
WHAT IS YOUR

BRAND VOICE?
#searchlove @danaditomaso
#searchlove @danaditomaso
HTTPS://WWW.DISTILLED.NET/TONE-OF-
VOICE/



(THIS IS REALLY GOOD)
#searchlove @danaditomaso
BRAND VOICE

> 

VOICE & TONE
#searchlove @danaditomaso
CHARACTER



HOW DO YOU WANT TO BE
DESCRIBED?
#searchlove @danaditomaso
HTTP://WWW.READWRITETHINK.ORG/FILES/
RESOURCES/LESSON_IMAGES/LESSON175/
TRAITS.PDF



(THINK LIKE A WRITER)
#searchlove @danaditomaso
LANGUAGE



WHAT WORDS WILL YOU USE?
#searchlove @danaditomaso




(GIVE PRACTICAL EXAMPLES)
#searchlove @danaditomaso
HTTPS://BLOG.BUFFERAPP.COM/HOW-TO-CREATE-A-
CONTENT-STYLE-GUIDE-TO-IMPROVE-YOUR-BLOGS-
QUALITY



(BUILD A STYLE GUIDE)
#searchlove @danaditomaso@tweeter
CONSIDER

YOUR PERSONAS
#searchlove @danaditomaso
HTTPS://WWW.CRYSTALKNOWS.COM/



(CREEPY AND AMAZING)
#searchlove @danaditomaso
WRITE ADS

TO PERSONAS
#searchlove @danaditomaso
1% CTR, 20% CONV RATE?



OR 5% CTR, 10% CONV RATE?
#searchlove @danaditomaso@tweeter
HOW YOU SET UP

ADWORDS MATTERS TOO
#searchlove @danaditomaso
USE CAMPAIGN
EXTENSIONS AS 

BRAND EXTENSIONS
#searchlove @danaditomaso
#searchlove @danaditomaso
MOBILE

VS

DESKTOP
#searchlove @danaditomaso
THE INTENT

CHANGES ON 

THE PLATFORM
#searchlove @danaditomaso
WHAT IS THE

PERSONA/INTENT

INTERSECT?
#searchlove @danaditomaso
DEVICE + KEYWORD 

+ PERSONA

= THE RIGHT COPY
#searchlove @danaditomaso
HOW DO YOU ANSWER
THE PHONE?
#searchlove @danaditomaso@tweeter
RESULTS-FOCUSED
REPORTING
#searchlove @danaditomaso
1% CTR, 20% CONV RATE?



OR 5% CTR, 10% CONV RATE?
#searchlove @danaditomaso
USE THE DIMENSION
REPORTS
#searchlove @danaditomaso


(VIEW: DISTANCE)

(GEOGRAPHIC IS ALSO GOOD)
#searchlove @danaditomaso
#searchlove @danaditomaso


(VIEW: PAID & ORGANIC)
#searchlove @danaditomaso
DO META DESCRIPTIONS
SUPPORT AD COPY?
#searchlove @danaditomaso@tweeter
DON’T FORGET

THE POINT
#searchlove @danaditomaso
REACH THE RIGHT

AUDIENCE
#searchlove @danaditomaso
REMOVE BARRIERS
#searchlove @danaditomaso
SHOW UP
#searchlove @danaditomaso
#searchlove @danaditomaso#searchlove @danaditomaso
THANK YOU!

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