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!

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• @DuaneBrown

• @AllenThomasFinn

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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 ETA

03

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 Shot

02

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 Ratio

05

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!