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.

Marketing

#searchlove @danaditomaso#ctaconf @danaditomaso
Why should anyone
click your ad?

#searchlove @danaditomaso
70 characters?
Get there faster.

#searchlove @danaditomaso#ctaconf @danaditomaso
Marketing works when it
feels right.

#searchlove @danaditomaso
Humans like consistency.

#searchlove @danaditomaso
https://www.distilled.net/tone-of-voice/

#searchlove @danaditomaso
Go further than
voice & tone.

#searchlove @danaditomaso
Character
How do you want to be described?

#searchlove @danaditomaso
http://www.readwritethink.org/files/resources/l
esson_images/lesson175/traits.pdf

#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
Think beyond the CTA.

#searchlove @danaditomaso#ctaconf @danaditomaso
Consider
your personas.

#searchlove @danaditomaso
https://www.crystalknows.com/

#searchlove @danaditomaso
Write ads
to personas.

#searchlove @danaditomaso#ctaconf @danaditomaso
How you set up
AdWords matters too.

#searchlove @danaditomaso
Higher CTR isn’t
always the goal.

#searchlove @danaditomaso
Mobile vs desktop?

#searchlove @danaditomaso
The intent changes
on the platform.

#searchlove @danaditomaso#ctaconf @danaditomaso
How do you answer
the phone?

#searchlove @danaditomaso
Compare branded vs
“generic” ads.

#searchlove @danaditomaso
Look at close rates.

#searchlove @danaditomaso
Look at customer
satisfaction scores.

#searchlove @danaditomaso#ctaconf @danaditomaso
Remember why.

#searchlove @danaditomaso
Speak to the right
audience.

#searchlove @danaditomaso
Remove barriers.

#searchlove @danaditomaso#ctaconf @danaditomaso
THANK YOU!

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