#SMX #11B @vtonning

StandOutintheSeaofSearch

TheNineBillionAdsofSearch

#SMX #11B @vtonning

Introduction Virginia Tonning

Professionallyyoucanfindmehere:https://www.linkedin.com/in/vtonning …andtherestoftheTIMEyoucan

findmepartakingorsupportingoneofthesegreatcauses

#SMX #11B @vtonning

IntroductionSchneiderElectric

SchneiderElectricistheglobalspecialistinenergymanagementandautomation.

OurtechnologiesensurethatLifeIsOneverywhere,foreveryoneandateverymoment.

#LifeIsOn

Schneiderby#’s:•  181yearoldcompany

•  Presentin190countries

•  Over170,000employees

•  €26.6BN(2015revenue)

#SMX #11B @vtonning

•  ComprehensiveB2BProductPortfolio

•  Over100,000products

•  Ournamealonetakesup20%oftheadcopyspace

•  Thecompetition(ourselvesincluded)

Our Challenge

Hereweare…

#SMX #11B @vtonning

HowdoyoudifferentiateyourBrandfromthecompetition?•  HighlyCompetitiveMarket•  Complex(lengthy)Solutions

#SMX #11B @vtonning

•  LeverageEverything•  MaximizeAdreal-estate•  Thinksmarter

The Opportunity

To Do’s: o Maximize all things Google o Know Your Customer o Go Local o Research o Test

#SMX #11B @vtonning

þ Extensions

LeverageAdExtensions

•  Callout

•  StructuredSnippets

•  Review

•  Sitelinks

•  App

•  Call

•  Location

#SMX #11B @vtonning

•  Increaseyourad’sfootprint

•  Boxoutthecompetition•  CrossSellsolutionsto

similaraudiences

þ Sitelinks

23%HigherCTR

#SMX #11B @vtonning

•  Whatisimportantto

YOURcustomer?

•  Whatdotheyvaluemost?

þ Know Your Customer

43%HigherCTR

#SMX #11B @vtonning

Consolidatesimilarmessages/offerings•  Simplifyyourmessage/story

•  IncreaseReach

•  ReduceCosts

•  MaximizeROI

þ Think Smarter

•  Reduceinternal(self)competition•  Increasedtraffic

•  ImprovedCustomerexperience

•  ControlMessaging

#SMX #11B @vtonning

HelpyourNational(International)brandcompetelocallywhereitmakessense

•  ThinkFreeShipping,orSamedayService

•  LocalRebatesoffers•  Events

þ Go Local

#SMX #11B @vtonning

CheckouttheCompetition

•  Searchfortermsyouarebiddingonaswellas“known”competitors

•  Wespendmuchofourtimewithourownbrandandcanlosefocusofwhatcustomersreallywant

þ Research

#SMX #11B @vtonning

•  TestyourHeadlines•  Testyourdescriptioncopy

•  Testyourcalltoaction/offer

•  Repeat

þ Test, test, and then test some more

96%HigherCTR

#SMX #11B @vtonning

•  Leavenothingonthetable

•  Maximizeyourad’sfootprint

•  Research

•  Testnewideas•  Repeat

Stand Above the rest

#SMX #11B @vtonning

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THANK YOU! SEE YOU AT THE NEXT #SMX