Message Match: Make Money from PPC with Copy Continuity
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Transcript of Message Match: Make Money from PPC with Copy Continuity
• 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
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
The Key To Maximizing Quality Score
50% of the factors
that determine
Quality Score are
directly impacted by
message match!
… at the Keyword Level
●Align landing page & ad copy with keywords
●Consider intent before increasing bids
**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!
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.
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 Proof● Customer testimony● Third party review● Number of customers● Industry awards● Mentions on Twitter/FB● Major brand partners
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.
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