Branding and efficiency are usually seen as being on reverse ends of the advertising spectrum — the PPC specialists run their campaigns whereas the branding consultants concern themselves with extra high-level technique. However as Dana DiTomaso, Companion at digital advertising company Kick Point explains within the newest episode of the Call to Action podcast, for those who don’t see how the 2 relate, you’re possible dishonest your self out of a better conversion fee.
You’ll study:
- The 4 components that each model voice must really feel full.
- Crucial query entrepreneurs have to ask themselves earlier than they write a phrase of PPC advert copy.
- Methods for condensing your model voice into the 70 characters that AdWords permits.
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Talked about within the podcast
Learn the transcript
Dan: Your discuss on the Name to Motion Convention final yr was about what you name brand-infused PPC. Aren’t branding and efficiency usually thought-about to be on reverse sides of the advertising spectrum?
Dana: I feel historically they’re. I might disagree with that categorization however we’re typically of the thoughts that the model and the efficiency go collectively hand in hand. And I feel a whole lot of the work that’s occurring now with manufacturers is de facto bringing that collectively, the place folks understand that each model engagement — not simply the gross sales or the advertising or no matter folks would possibly see — actually does affect that buyer expertise. And that’s the place I feel manufacturers are going.
Dan: It was a little bit of a number one query, due to course your discuss is all about how you could possibly deliver model again into the efficiency dialog. Earlier than we dive a little bit bit additional into that branding stuff, are you able to inform us how trying to find Ford dealerships on Google is one of the simplest ways to study what to not do in terms of aligning your PPC adverts along with your total model messaging?
Dana: Yeah, you could possibly do that for any dealership, too. It doesn’t must be Ford’s — you already know, Chevy, GM. The issue is that there’s normally a whole lot of dealerships in a city and what differentiates them? For those who Google them and also you see the adverts that come up, they’re all saying the identical factor. You realize, “Nice offers on F150” or, “Come try the brand new Silverado.” We’re in Alberta so it’s truck nation so all of them see truck adverts. However I think about in a metropolis, you would possibly see issues just like the Ford Focus and the Chevy Aveo, that sort of factor.
Dan: Not a whole lot of hybrids on the market, I assume.
Dana: No, not a whole lot of hybrids out right here. However you see a whole lot of the identical sorts of messaging. As a result of that’s the messaging that they get from the promoting company that’s been employed by Ford at massive. The person dealership doesn’t essentially have the assets to distinguish themselves. However the dealerships which can be profitable in the long term do take that point to make themselves profitable and stand out. They usually do put in that effort to have the actually tacky TV adverts or the radio adverts which you could’t escape from however you already know their identify and you already know what their model is.
Dan: However you’re not seeing that acquainted messaging creep into your B2C adverts, for some purpose.
Dana: We don’t see it too typically. Often we do. Like there’s a dealership right here on the town that clearly has put some effort into their PPC. However we’ve seen conditions the place two dealerships have precisely the identical advert copy as a result of they’ve employed the identical automotive advertising agency to ship the messaging for them. They usually’re actually recycling the identical advert copy for 2 competing dealerships in the identical geography.
Dan: Wow. Alternatively, you additionally checked out Geico adverts and their PPC adverts, and whereas in fact they didn’t embrace a speaking gecko as a result of we’re nonetheless speaking about PPC right here, they had been rather more profitable from a model standpoint.
Dana: Might you think about for those who might put a speaking gecko in a PPC advert? That may be sort of superb.
Dan: Yeah, I feel perhaps that’s the subsequent era of PPC.
Dana: Yeah, on Google Now, PPC, that’s what it’ll be. However positively if you – so I did this check at SearchLove Boston earlier final yr, and I put up three TV adverts from three completely different automobile insurance coverage corporations. And I put up three PPC adverts from the identical three automobile insurance coverage corporations. And other people, by a nonetheless – one nonetheless – from the insurance coverage TV adverts, they may inform what firm it was. By trying on the PPC adverts, they actually couldn’t inform. Geico did stand out a little bit bit and some folks did guess the Geico one accurately. However the others had been all about lowest charges. And I perceive that that’s a giant differentiator within the insurance coverage area however you spend all this cash in your model. You’ve bought like Flo, for instance, with Progressive. She’s their model spokesperson and he or she doesn’t come by in half of their messaging. Why is that? Why is that missed alternative there?
Dan: Yeah, and on the one hand it looks like PPC entrepreneurs have it powerful as a result of they’ll’t put the speaking gecko within the advert since you’re restricted when it comes to area and when it comes to visuals. However on the identical time, you say that model really makes it simpler for PPC entrepreneurs to write down copy. How so?
Dana: As a result of a whole lot of instances individuals are considering, “How do I write this advert in order that it isn’t the identical as every thing else that’s on the market within the search?” One of many first issues that you simply do if you say, “Okay, I’m going to promote with this key phrase,” you Google that key phrase and see who your rivals are. And for those who’re capable of have a robust model voice to fall again on, you don’t essentially must say, “All proper, I assume I can’t say that as a result of that model is saying that.” You’re already approaching it from a perspective of: “We all know what makes us completely different. We all know what makes us stand out from our competitors. Now I’m going to show that right into a PPC advert.”
So as an alternative of approaching it as a, effectively, “Everybody else is saying this so I assume I ought to too” or “Everybody else is saying this so I assume I have to discover a slightly-different-yet-keyword-relevant time period for it,” you possibly can really stand out a little bit bit within the PPC and make it fascinating. And individuals are actually glazing previous the identical outdated, boring adverts that everybody else is writing that say nothing, primarily. And it doesn’t take a lot to face out in that sort of crowded market.
Dan: You counsel that earlier than writing a PPC advert, folks have to ask themselves, “Why ought to anyone click on on this advert?” And it could appear apparent, however why is it so vital for entrepreneurs to gut-check themselves with that query?
Dana: I feel a whole lot of work sort of will get phoned in, typically. Since you say, “Okay, I’ve bought to write down 20 adverts right now.” I can assure that any person writing a TV advert doesn’t have to write down 20 TV adverts in a single day. However the consideration isn’t paid, though the budgets are creeping and creeping just like what we used to see in conventional promoting budgets. Actually take the trouble earlier than you throw a number of thousand {dollars} at a chunk of textual content. Suppose to your self, “What will make that potential searcher click on that advert?” And that is the place that viewers segmentation actually is useful. “What’s their ache and the way are we going to unravel it?” After which “How can I talk that in 70 characters?”
Dan: You talked about model voice earlier. I need to delve into that a little bit bit. You say that model voice is made up of 4 components: persona, tone, language and function. Are you able to speak about among the tradeoffs concerned in selecting one model voice over one other?
Dana: Nicely, it’s like a character. Ands so you could have an individual who has good traits and unhealthy traits. And lots of people say, “Oh, our model is pleasant.” We’ll put that apart for now as a result of in case your model is impolite — and completely there are some manufacturers which can be impolite. For instance, I’ve an awesome pattern. Burger Baron — which is a sequence of burger eating places throughout Alberta — their Twitter persona is completely offensive however that’s their model. And simply go try their Twitter; you’ll see what I imply. I sort of respect how gross they’re as a result of it signifies that they’re actually standing for one thing.
Dan: Sounds just like the Donald Trump of burger manufacturers or one thing?
Dana: Yeah, I feel it’s really the oil area employee of burger manufacturers but it surely’s the language that they’re selecting to make use of. And the language they’re selecting speaks to their viewers, then, as a result of that’s the language that their viewers is utilizing and it is sensible for them. Not everyone goes to get enthusiastic about this model, but it surely signifies that the individuals who do get enthusiastic about it get actually enthusiastic about it. Standing for one thing means one thing to your prospects. And a whole lot of manufacturers fall into this entice of “We need to make everyone joyful” as an alternative of “We’re solely going to make a phase joyful.” Take into consideration one other instance, was that Goal, the faux customer support man who when Goal went gender impartial with their toys, he was responding.
And Goal was sort of like, “Wink-wink, nudge-nudge.” Nicely, I assume that’s okay. They didn’t explicitly say that they preferred it, however they did. And once more, that’s a model that’s standing for one thing and didn’t really feel unhealthy about it. It wasn’t like, “Oh, we’re going to vary our thoughts as a result of these individuals are upset.” So take into consideration how that carries by to your model voice. How do the selections that you simply make about your model mirror on the model voice as an individual? The model voice is the extension of your model if you’re utilizing that voice to talk to folks in PPC adverts, in tv, in social media.
Dan: Proper, and also you speak about how being tremendous clear about your model voice helps you get hold of the proper of shoppers or shoppers. And naturally, that may prevent some huge cash in the long term.
Dana: I feel individuals are extra dedicated to a model — extra prone to develop into that buyer who recommends that model all over the place — in the event that they’re capable of make that sort of emotional connection. And a model who stands for nothing and is simply making an attempt to make everyone joyful on a regular basis signifies that no one will get that sturdy model connection. They don’t get enthusiastic about it.
Dan: Perhaps are you able to go into why it’s so vital to focus on the proper of buyer? As a result of I feel that some folks suppose, “Why would we restrict ourselves or restrict our viewers if finally, the extra prospects the higher?” As a result of that’s not all the time the case, is it?
Dana: Yeah, we see that so much in small companies particularly, is you get apprehensive and also you suppose, “Oh, no, I’ve to say sure to everyone or else I’ll by no means be in enterprise once more.” However actually, you’re doing your self a disservice. And we speak about it — particularly in B2B gross sales — as advertising debt. The advertising debt is the time that you simply spend coping with unhealthy leads which can be finally wasted time, cash that you simply’re shedding off these folks. It’s debt that you simply’re incurring. When actually, you have to be spending the time to usher in the sort of shoppers who’re going to be probably the most excited to work with you or probably the most enjoyable to work with. Why waste your time with these different folks? And it’s making an attempt to persuade a shopper, “There’s loads of fish within the sea; we’re going to search out the correct shopper for you.” And as soon as these proper shoppers begin to are available, it actually makes a distinction for his or her enterprise.
Dan: Yeah, and I feel it’s onerous to scale that manner, too as a result of ultimately, these shoppers or leads that aren’t fairly best for you or weren’t fairly proper from the start are going to be a drain in your buyer assist and in your gross sales workforce, and simply in your assets generally.
Dana: Yeah, it makes it actually tough to develop. And by taking a stand and saying, “Look, that is the sort of buyer we’re going to assist. That is the sort of buyer that it is best to in all probability go take a look at this different product.” I feel it’s vital to try this or else you’re all the time making an attempt to chase after these people who find themselves marginally nice. And in consequence, you don’t essentially have sufficient time to spend with the shoppers who’re going to be nice proper out of the field.
Dan: One factor we haven’t actually talked about but is conversion, and the place that comes into play, right here. You counsel that entrepreneurs ask themselves what components of their model will finally drive gross sales. Are you able to paint an image of how one can take what you’ve established and articulate it about your model voice, and carry it into you planning pages in a manner that converts?
Dana: Yeah, I feel it’s vital to say that query that you simply requested: “What components of your model drive gross sales?” So actually plot that out for your self. Work out what these components are after which what meaning to your total buyer lifecycle. So doing a buyer lifecycle is one thing that’s actually vital. I don’t know for those who’ve had anyone on the podcast earlier than who’s talked about buyer lifecycles. However I reckon –
Dan: We’ve been considering so much about it internally, these days, however I don’t suppose we’ve talked about it on the podcast but, no.
Dana: Okay. So Carrie Bodine, she spoke at MOZcon I feel two years in the past. And he or she does buyer journeys and he or she was implausible and offered a pattern. And actually, it’s simply determining all of the completely different contact factors that occur not simply within the gross sales cycle however throughout the lifetime the client engages with you, after which the place they find yourself on the finish of that buyer journey, if there’s an endpoint. For a product like yours, for instance, a buyer could possibly be with you for years however what’s that endpoint that makes them cease working with you, proper?
Dan: Proper.
Dana: And determining how your model actually infuses every step and every touchpoint of that buyer lifecycle. After which you possibly can establish factors the place your model voice or your model attributes could make elements of it stronger or weaker, and that may additionally assist determine that buyer journey for you. And when it comes to conversion particularly, I imply isn’t it simpler to transform prospects who’re the proper of shoppers within the door? I do know personally I’ve had telephone calls with prospects who don’t essentially have sufficient price range however their factor sounds actually cool, and it’s like, “Nicely, I’d prefer to work with you however you don’t manage to pay for.” And it’s like, “Why are you making an attempt to make this occur?” Simply discuss with any person who will probably be actually joyful to have this buyer as an alternative of preventing to vary who you’re with a view to get a buyer who’s solely marginally best for you.
Dan: That’s a extremely good level. For those who’ve carried out your job segmenting by your adverts and your advert copy, then by the point they get to your touchdown web page, they’re going to be far more certified. And no matter even the copy or the photographs in your web page, the conversion charges are going to be larger since you’re already working with a way more certified pattern.
Dana: Take into consideration Fb adverts, for instance. So apart from Kick Level, I’m the co-lead of Women Studying Code right here in Edmonton, which has chapters throughout Canada. And we run workshops for ladies to discover ways to code. And we do a whole lot of Fb adverts to attempt to deliver girls to our workshops. And there’s a ton of segmentation that occurs in these adverts. And so for instance, if I’m working a workshop on Ruby, I’m going to attempt to discover people who find themselves already interested by programming, proper? It could be completely different than if I mentioned, “Okay, all girls in Edmonton between the ages of 18 to 65 plus, interval.” Now, that’s not an awesome phase, proper?
However then if I say, “Okay, so this age vary could also be a little bit bit narrower and the age vary could also be between 25 and 45, who’re early expertise adopters or who’re already interested by WordPress,” for instance. Then I’m getting a a lot smaller phase and yeah, perhaps it doesn’t look that nice for my impressions however boy, my conversion fee actually goes up. So don’t essentially – and folks get tied up in impressions so much, proper? And particularly senior management. They’re used to seeing — particularly in the event that they’ve been in advertising a very long time — they’re used to seeing: “300,000 folks noticed your advert.” And for those who say, “Hey, we focused 2,000 folks and 1,000 folks purchased,” that’s manner higher than “300,000 folks noticed your advert and we bought ten telephone calls.”
Dan: And it’s the identical factor with click-through fee, isn’t it?
Dana: Sure, completely. I might a lot moderately see a tiny, tiny impression share and a ridiculous click-through fee. It simply is sensible mathematically.
Dan: Yeah, though on the identical time, you additionally speak about how click-through fee is within the deal and all, and typically a decrease CTR really has payoff down the road. For those who might perhaps discuss a little bit bit about that, as effectively?
Dana: Yeah, for positive I’d additionally prefer to see – and that is specific in AdWords. So if you’re doing social adverts, in fact you possibly can phase actually carefully and so that you need to get that larger click-through fee. However with AdWords, it’s onerous to inform. Typically you possibly can match up the various kinds of phrases that folks use with the various kinds of intent and buyer grouping and make a change there. However for those who’re promoting on issues like Present Search, for instance, that’s a whole lot of searches which aren’t tremendous segmented. However what I wish to see is you write an advert that’s fascinating, perhaps it will get a barely less-than-awesome click-through fee however then your touchdown web page conversion fee is far larger than if you write a generic advert. You get extra clicks however you could have a extremely low conversion fee. And that’s the place it is advisable to take a look at each units of stats, not simply the click-through fee in a vacuum.
Dan: Proper. Yeah, we discuss a lot about how your touchdown web page reinforces the message of your advert and could possibly be an awesome assist to your advert when it comes to conversion and High quality Rating and all of that. Nevertheless it goes the opposite manner round, as effectively. In case your advert does a whole lot of the heavy lifting when it comes to segmenting and qualifying these leads, then your touchdown web page doesn’t must do fairly as a lot work.
Dana: Yeah, and you already know, you don’t essentially need to make your touchdown pages work too onerous, proper? I imply it’s that click on is de facto that piece of labor and then you definately’ve bought them. After which it must be a neater course of as an alternative of the onerous promote.
Dan: Then it’s only a matter of not screwing it up, which is typically simpler mentioned than carried out.
Dana: Yeah, please don’t ship them to your homepage. Not that anyone listening to this podcast, I hope, sends anyone to their homepage after clicking on a PPC advert however yeah, you by no means know.
Dan: I hope not. Proper. All proper, effectively, since we’re data-driven entrepreneurs, right here, I can’t actually allow you to go with out asking: what does brand-focused reporting appear like?
Dana: So a whole lot of what we do with brand-focused reporting is de facto – it isn’t essentially that month-to-month report that you simply get that talks concerning the variety of visits that you simply bought. It’s extra it qualitatively and saying, “Is that this message aligning along with your total model message?” And in addition trying on the high quality of the leads that you simply’re getting in. So for those who’re in a B2B enterprise, meaning issues like lead scoring. It means speaking with the gross sales workforce and saying, “How are the leads which can be coming, and please use lead scoring stuff within the CRM.” However moreover, ask the workforce and say, “How are the leads which can be coming in? Are they good?” Usually we’ll suggest to shoppers (once we work with shoppers which have an in-house advertising employees) like — go and hand around in a gross sales assembly and see the way it’s going.
And over time, “Is it enhancing? Are they happier with the standard of leads that they’re getting?” As a result of that is your job and that is additionally the salespeople’s job to report again to you. And for those who’re a enterprise — let’s say bricks and mortar — take a look at the in-store conversion fee. Are the variety of folks strolling within the door in comparison with the variety of folks shopping for, is that going up? Does that imply that we’re driving the proper of individuals to the shop? So if earlier than we began doing this PPC advert to get extra folks to return to your retailer, and let’s say the share of people that walked into the shop and purchased is, say, 40 %, after which after we do these adverts now it’s 50 %, that’s actually improved your in-store conversion fee.
Dan: I really like the way it all the time appears to return all the way down to the truth that these items is each an artwork and a science. That you already know, we have to take a look at our information and belief our information and reap insights from that, however we additionally want understanding and buy-in throughout the group about what our model stands for, what our model voice is so we will verify that towards the numbers.
Dana: Sure, completely. And I might additionally suggest, too, if you’re interested by reporting, let’s see. At MOZcon 2014, I gave a chat there that was all about reporting. For those who lookup the MOZcon 2014 video bundle, and I think about you possibly can embrace a hyperlink within the podcast description as effectively, my video was the free video that yr and I speak about reporting for 45 minutes. I simply watched it once more final week, really, simply to refresh my reminiscence on among the subjects that I lined in that discuss. However if you’re scuffling with determining the correct stuff to report on, I might actually suggest that discuss. It doesn’t speak about model particularly however you’ll discover that a whole lot of it’s relevant.
Dan: All proper. Nicely, yeah, we will certainly hyperlink to that on our present web page in addition to in fact your discuss at Name to Motion final yr. Thanks a lot, Dana, for taking the time to talk. This was nice.
Dana: Yeah, thanks for having me.
Transcript by GMR Transcription.