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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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THANK YOU!