message match pwrpt
TRANSCRIPT
• 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:
Allen FinnContent Marketing SpecialistWordstream
Message Match: Make Money From PPC with Copy Continuity
MEET THE PRESENTERS:
Duane BrownPerformance Marketer
Unbounce
What Is….
What Is….
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
Message Match & AdWords
The Key To Maximizing Quality Score
50% of the factors that determine Quality Score are directly impacted by message match!
Why does this matter?
3 Ways to Ensure Message Match: Ad Edition
Increase Targeted Traffic
01
Increasing Targeted Traffic is a 4-Step Process
#1 - Put the KIBOSH on Superfluous Traffic
#2 - Utilize Advanced Targeting Features
#3 - Build Granular Remarketing Lists
#4 - Reframe the Display Network
Align Account Structure & Funnel
02
… at the Campaign Level
… at the Ad Group Level
●Granularity = Better Message Match
●Use SKAGs
… at the Ad Level
… at the Keyword Level
●Align landing page & ad copy with keywords
●Consider intent before increasing bids
Avoid Frankenstein ETA03
Standard Text Ads Are Dead
What really changed?
Anatomy of an ETA
Headline 1
Pro-Tip: Don’t feel obligated to use those extra characters
Headline 2
Pro-Tip: Don’t just move your old D1 up a line
Description
Pro-Tip: Concretize your CTA
URL Paths
Pro-Tip:Work Trademarked terms &
competitor names into your copy.
**BONUS**
**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!
ETA = Opportunity
Message Match
Message Match
Message Match - Display
Message Match - AdWords
6 Point Landing Page
USP = Unique Selling Proposition
01
USP =UniqueSellingProposition
Hero Shot02
1.Visually represent your offer2.Gets your customer to place themselves in
your scenario3.Can be a photo or video
The Hero ShotThe right picture is truly worth a thousand words. Make the right first impression.
FAB03
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.
Social Proof04
Social Proof● Customer testimony● Third party review● Number of customers● Industry awards● Mentions on Twitter/FB● Major brand partners
Attention Ratio05
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 RuleThem All.
Think Mobile
06
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.
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
• 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
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
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
Q&A
Thank you for joining us!