Are you seeing as much profit as you'd like to from your paid search campaigns? If not, we have some tricks up our sleeve that will help you achieve the success you're after. We've partnered up with our friends at Unbounce, to provide you with a step-by-step process to boost your PPC profits through effective messaging efforts. You'll learn: - Tricks to crafting copy that will convert - How to drive qualified traffic to your site - Strategies to carrying consistent copy throughout the customer experience

2. • Recorded version will be distributed later this afternoon,
be sure to keep an eye out for an email!
• Join the conversation on twitter:
• @DuaneBrown
• @AllenThomasFinn
• Time for Q&A – don’t be shy!
Logistics:

3. Allen Finn
Content Marketing Specialist
Wordstream
Message Match: Make Money From PPC with Copy Continuity
MEET THE PRESENTERS:
Duane Brown
Performance Marketer
Unbounce

4. What Is….

5. What Is….

7. Agenda
• Message Match & AdWords – what is important?
• 3 Ways to Ensure Message Match: Ad Edition
• 6 Components of Creating a Consistent Message on the Landing
Page
• SPECIAL OFFERS
• Q & A

8. Message Match &
AdWords

9. The Key To Maximizing Quality Score
50% of the factors
that determine
Quality Score are
directly impacted by
message match!

10. Why does this matter?

11. 3 Ways to Ensure Message
Match: Ad Edition

12. Increase Targeted Traffic
01

13. Increasing Targeted Traffic is a 4-Step Process

14. #1 - Put the KIBOSH on Superfluous Traffic

15. #2 - Utilize Advanced Targeting Features

16. #3 - Build Granular Remarketing Lists

17. #4 - Reframe the Display Network

19. Align Account
Structure & Funnel
02

20. … at the Campaign Level

21. … at the Ad Group Level
●Granularity = Better
Message Match
●Use SKAGs

22. … at the Ad Level

23. … at the Keyword Level
●Align landing page
& ad copy with
keywords
●Consider intent
before increasing
bids

24. Avoid Frankenstein ETA
03

26. Standard Text Ads Are Dead

27. What really changed?

28. Anatomy of an ETA

29. Headline 1
Pro-Tip: Don’t feel obligated to use those extra characters

30. Headline 2
Pro-Tip: Don’t just move
your old D1 up a line

31. Description
Pro-Tip: Concretize your CTA

32. URL Paths
Pro-Tip:
Work Trademarked terms &
competitor names into your copy.

33. **BONUS**

34. **BONUS**
• As you update your ads, make sure you include:
• More details to your offers within the body copy
• Refresh your ad extensions with unique content to promote alongside your new, larger ads
• This allows you to address your tertiary landing page offerings
and brand’s USP, further enhancing Message Match!

35. ETA = Opportunity

36. Message Match

37. Message Match

38. Message Match - Display

39. Message Match - AdWords

40. 6 Point Landing
Page

41. USP =
Unique Selling Proposition
01

42. USP =
Unique
Selling
Proposition

43. Hero Shot
02

44. 1.Visually represent your offer
2.Gets your customer to place themselves in
your scenario
3.Can be a photo or video
The Hero Shot
The right picture is truly worth a
thousand words. Make the right first
impression.

45. FAB
03

46. The benefits describes the problem
your course will solve.
Features help you tell potential
customers what this course will do
for them.
Features &
Benefits
Keep features to 3 - 5 bullet points. Don’t
want to overwhelm your audience.

47. Social Proof
04

48. Social Proof
● Customer testimony
● Third party review
● Number of customers
● Industry awards
● Mentions on Twitter/FB
● Major brand partners

49. Attention Ratio
05

50. Don’t distract your customers from
completing the one goal you really
want them to do.
Attention Ratio
One Goal. One Action. One Goal To Rule
Them All.

51. Think Mobile
06

52. In very rare cases... mobile does not make up
the majority of traffic that a site receives.
When it does...
How do you capitalize on that?
Mobile Is The Default
Mobile isn’t an option. It’s a must in 2016.
However, tablets should be less of a focus.

53. Indexing and taking preference on
mobile pages in 2017
● Desktop will still show if you
don’t have mobile
● Make sure content is nearly
identical between platforms
● Stay away from annoying popups
● Google console if .M site
● Start with key pages
Google Mobile Indexing

54. • Keep a consistent message from keyword to ad/banner to landing page
• Make sure you don’t just think about your title but what your entire landing page
says
• Don’t forget about mobile. It’s not the future. It’s the present.
• Also ask yourself, would you or your partner want to read this ad/page?
• Clicks are human. Don’t forget that.
Summary

55. Summary
• Make sure your ads are being served to the right people.
• Align your account structure with your sales funnel: tailor copy & offering
accordingly
• Expanded Text Ads represent an incredible opportunity: don’t squander it by
stitching a few old ads together

56. WordStream Special Offers
1. FREE Live demo of the WordStream Advisor to learn how to manage
your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with a Certified Google AdWords Consultant
3. Neither, I’m all set

57. Q&A

58. Thank you for
joining us!