Virginia Tonning is the Global Manager of Paid Search Marketing at Schneider Electric, a 180-year-old, global company specializing in energy management and automation. She discussed strategies for paid search marketing at Schneider Electric, including testing different ad copy and messaging targeted to specific audiences, leveraging site links and related content to increase clicks and traffic, and seizing opportunities like weather safety solutions for sports teams. Given the highly competitive nature of Schneider Electric's B2B marketplace, she emphasized the importance of ongoing testing, learning from organic search, and making small improvements to "make waves" in search.

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Make Waves
9 Billion Ads of
Search

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Making Waves
In Search
9 Billion Ads of
Search

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VirginiaTonning
Global Manager of Paid Search Marketing
Schneider Electric

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Nope…different Schneider

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Schneider Electric is the global specialist in
energy management and automation.
Our technologies ensure that Life Is On
everywhere, for everyone and at every
moment.
#LifeIsOn
Schneider by #’s:
• 180+ year old company
• Present in over 100 countries
• Over 160,000 employees
• €24.7 BN (2016 revenue)
Our Offer:

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• Comprehensive B2B Product Portfolio
• Over 100,000 products
• Our name alone takes up ≈20% of the ad
copy space
• The competition (ourselves included)
• Highly Competitive Landscape
Everyday Challenge Newest Opportunity

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Highly Competitive & Complex
B2B Market

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Organic Pulse Check
SEO: Friend or Foe
Need to work on our relationship…
39+ Pages and counting

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Ad Copy Creation
Leverage Everything
We see an average 26% increase in CTR when site links are added

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Cross-pollinate
Drove additional 15% increase in traffic at 50% less CPC as
compared to dedicated IoT program

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Leverage the SERP for new messaging and content ideas
Search Engine Results Page (SERP)
Search Thesaurus

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Content is King
Offer is Queen Develop Strong offers to attract and
engage valuable customers.
Leverage offers as actionable CTA’s in ad copy to attract interest and drive demand

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Targeted Messaging
Know your customer(s)
Ask SalesTeams
Ask Internal BU’s
Ask the Customer
When “Arc Flash,” was added to
headlines targeting plant managers we
saw a 46% increase
“SaveTime & Money” increased ad
performance by 25% with Electrical
Contracting audience
What is most important to your customer?
What do theyValue most?
Knowledge is Power: Leverage insight/industry buzz words for more targeted ad copy

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TTesting
Rinse/Repeat
Campaign Ad Description line 1 Description line 2 CTR
Emergency Response-San Francisco Support Available 24/7 Electrical System Emergency Service ={city.text} 1.80%
Campaign Ad Description line 1 Description line 2 CTR
Emergency Response-Bryan, TX Mitigate Costly Downtime Solutions for Your Business. Electrical Service in Bryan. 0.67%
Campaign Ad Description line 1 Description line 2 CTR
Emergency Response-Houston Mitigate Costly Downtime Quickly Restore Your Facility Power Electrical Service in Houston. 1.27%
Same 5 campaign ads were used (city names were all updated) in multiple cities and ad performance
varied significantly. Top ads per market show above.
Test Always, Repeat.

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Seize the Opportunity
Plan for the Unexpected
WeatherSentry® for Sports
Protecting your athletes is your top priority - don’t play
with severe weather.
Accurate lightning information is critical to keeping
players and fans safe from deadly strikes; and you need
reliable, cutting-edge insight to guard against heat-related
illness.
Ad Description line 1 Description line 2 CTR
WeatherSentry® for Sports WeatherSentry® for Sports Protect Your Players and Fans Now. Free Trial for Sports Edition! 2.56%
WeatherSentry® for Sports Schneider Electric Leading Weather Forecasting Tool. Free Trial for Sports Edition! 0.97%
WeatherSentry® for Sports Schneider Electric Lightning Safety Weather Solution. Free Trial for Sports Edition! 0.14%

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Make Waves in Search
Seize EVERY opportunity to Rise above the competition
“While it may seem small, the
ripple effects of small things is
extraordinary.”
-Matt Bevin

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SEE YOU AT THE NEXT #SMX!
THANK YOU!