At the recent SMX Convert virtual conference, WORX Vice President Alyssa Altman was featured as a speaker on the topic, “Creating Copy That Converts” – which covered how marketers can utilize search engines and digital marketing best practices to write effective online ad copy.
Search Marketing Expo (SMX) is an annual conference for search marketing professionals, featuring keynote and guest speakers from various industries across the globe.
Alyssa's presentation went in-depth on how search engines, like Google and Bing, actually work – as, as she described, "answer engines." She explained the importance for marketers to understand this behavior – and gave examples of effective and non-effective ads.
Diving further into the utilization of search engines, Alyssa explored how marketers should shape their copy to align with the visitor's intent.
For example, marketers need to understand the difference between when a visitor is looking for general information about a topic versus branded information regarding a service or product. This way, the search results better align with the visitor's query and provide more relevant content. Altman wrapped up the presentation with an overview of common copy mistakes to avoid, and best practices for campaign setup.
Alyssa has gained national attention as a digital marketing thought leader, having also been selected by Google in the past to speak at one of their premier digital marketing conferences.
She graduated from Quinnipiac University with a degree in Marketing and returned to Quinnipiac to earn her MBA. Altman launched her career at WORX as an intern, moving up the ranks to her current title of Vice President. At WORX, Alyssa runs digital strategies for several client partners that span industries including education, healthcare, manufacturing, and financial services.
Follow Alyssa on Twitter @alyssa_altman, and if you’d like to learn more about the conference or to watch Alyssa’s presentation, you can purchase on-demand access at https://marketinglandevents.com/smx/convert/.