smx@adtech: paid search fundamentals — monaelesseily

Panelists:

SMX @ Ad:Tech: Paid Search Fundamentals

Mona Elesseily, Director of Marketing Strategy, Page Zero Media

Presentation Topics

• Paid search best practices

• Common PPC mistakes

Get Campaign Architecture Straight

Think About Keywords

Proper Tracking in Place?

• Is your company equipped to track?

• Define PPC objectives (generate sales, leads, newsletter subscriptions, etc.)

• Tie objectives to solid metrics

Tracking Offline Conversions

• Order online & pick-up offline• Store locator page • Time spent on site • Queries with geographic qualifiers • PPC local search • Promo codes • Focus groups • Post purchase surveys

Focus on Ad Copy

• Brainstorm for copy

- Product or service descriptions - Call to action(s)- Offers- Features & benefits (mostly benefits)- USPs - Headlines

• String together copy together in various combinations

Think “Buy Cycle”

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Testing Yields Results!

Which Headline Converted Best?

Headline #1

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Headline #2

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Headline #3

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Think About Landing Pages – Old Page

Landing Page Test #1

Landing Page Test #2

Anatomy of a Good Landing Page

• Page headline

• Company/product description (no more than 2 or 3 sentences)

• Product/service features & benefits (in list form)

• A picture on the page

• A call to action

Common PPC Pitfalls

• Budget set accordingly?• Distribution? • Ad rotation?• Geography?

Budget & Distribution

Ad Rotation & Geography

Thanks!

Mona Elesseily

Director of Marketing Strategy

Page Zero Media

@mona_elesseily