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
Rita’s Hanging Basket Wholesale Offers 30-60% Off Always and Free Shipping On Any Order Over $50
Headline #2
30-60% Off A Wide Selection of Hanging Baskets
Headline #3
Trusted Online Hanging Basket Wholesaler Since 1998
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