searchlove boston 2015 | dana ditomaso, 'your brand in 95 characters
TRANSCRIPT
#searchlove @danaditomaso#searchlove @danaditomaso
YOUR BRAND IN 95 CHARACTERS
DANA DITOMASO
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LET’S PLAYGUESS THE BRAND!
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1
23
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ADVERTISINGVS
MARKETING
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IT’S ABOUTBRAND
TOUCHPOINTS
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70 CHARACTERS=
GET THERE FASTER
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WHAT IS YOUR BRAND VOICE?
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HTTPS://WWW.DISTILLED.NET/TONE-OF-VOICE/
(THIS IS REALLY GOOD)
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BRAND VOICE>
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
(THINK LIKE A WRITER)
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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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CONSIDER YOUR PERSONAS
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HTTPS://WWW.CRYSTALKNOWS.COM/
(CREEPY AND AMAZING)
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WRITE ADSTO PERSONAS
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1% CTR, 20% CONV RATE?
OR 5% CTR, 10% CONV RATE?
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HOW YOU SET UPADWORDS MATTERS TOO
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USE CAMPAIGN EXTENSIONS AS
BRAND EXTENSIONS
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MOBILEVS
DESKTOP
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THE INTENTCHANGES ON
THE PLATFORM
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WHAT IS THEPERSONA/INTENT
INTERSECT?
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DEVICE + KEYWORD + PERSONA
= THE RIGHT COPY
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HOW DO YOU ANSWER THE PHONE?
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RESULTS-FOCUSED REPORTING
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1% CTR, 20% CONV RATE?
OR 5% CTR, 10% CONV RATE?
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USE THE DIMENSION REPORTS
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(VIEW: DISTANCE)
(GEOGRAPHIC IS ALSO GOOD)
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(VIEW: PAID & ORGANIC)
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DO META DESCRIPTIONS SUPPORT AD COPY?
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DON’T FORGETTHE POINT
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REACH THE RIGHTAUDIENCE
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REMOVE BARRIERS
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SHOW UP
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#searchlove @danaditomaso#searchlove @danaditomaso
THANK YOU!