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BRAND INFUSED PPC FOR BETTER RESULTSDANA DITOMASO

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Why should anyone click your ad?

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It’s aboutyour brand.

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70 characters?Get there faster.

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What is your brand?

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Marketing works when it feels right.

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Humans like consistency.

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It’s about your brand voice.

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https://www.distilled.net/tone-of-voice/

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Go further than voice & tone.

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Character

How do you want to be described?

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http://www.readwritethink.org/files/resources/lesson_images/lesson175/

traits.pdf

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Language

what words will you use?

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(give practical examples)

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https://blog.bufferapp.com/how-to-create-a-content-style-guide-to-improve-your-blogs-quality

(build a style guide)

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What elements of your brand drive sales?

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Think beyond the CTA.

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Consideryour personas.

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https://www.crystalknows.com/

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Write adsto personas.

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How you set upAdWords matters too.

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Higher CTR isn’t always the goal.

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Campaign extensions are brand extensions.

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Mobile vs desktop?

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The intent changes on the platform.

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Device + Keyword + Persona + Brand= Converting Copy

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How do you answer the phone?

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Off-brand touchpoints in the customer journey?

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Brand-Focused Reporting

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Compare branded vs “generic” ads.

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Look at close rates.

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Look at customer satisfaction scores.

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Remember why.

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Speak to the rightaudience.

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Remove barriers.

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Stand out.

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THANK YOU!