#SMX #12B @vtonning

Make Waves

9 Billion Ads of Search

#SMX #12B @vtonning

Making Waves In Search

9 Billion Ads of Search

#SMX #12B @vtonning

Virginia Tonning

Global Manager of Paid Search Marketing

Schneider Electric

#SMX #12B @vtonning

Nope…different Schneider

#SMX #12B @vtonning

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:

#SMX #12B @vtonning

• 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

#SMX #12B @vtonning

Highly Competitive & Complex B2B Market

#SMX #12B @vtonning

Organic Pulse CheckSEO: Friend or Foe

Need to work on our relationship…

39+ Pages and counting

#SMX #12B @vtonning

Ad Copy CreationLeverage Everything

We see an average 26% increase in CTR when site links are added

#SMX #12B @vtonning

Cross-pollinate

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

#SMX #12B @vtonning

Leverage the SERP for new messaging and content ideas

Search Engine Results Page (SERP)Search Thesaurus

#SMX #12B @vtonning

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

#SMX #12B @vtonning

Targeted MessagingKnow your customer(s)

Ask Sales Teams Ask Internal BU’sAsk the Customer

When “Arc Flash,” was added to headlines targeting plant managers we

saw a 46% increase

“Save Time & Money” increased ad performance by 25% with Electrical

Contracting audience

What is most important to your customer?What do they Value most?

Knowledge is Power: Leverage insight/industry buzz words for more targeted ad copy

#SMX #12B @vtonning

#SMX #12B @vtonning

TTestingRinse/Repeat

Campaign Ad Descriptionline1 Descriptionline2 CTREmergencyResponse-SanFrancisco SupportAvailable24/7 ElectricalSystemEmergencyService ={city.text} 1.80%

Campaign Ad Descriptionline1 Descriptionline2 CTREmergencyResponse-Bryan,TX MitigateCostlyDowntime SolutionsforYourBusiness. ElectricalServiceinBryan. 0.67%

Campaign Ad Descriptionline1 Descriptionline2 CTREmergencyResponse-Houston MitigateCostlyDowntime QuicklyRestoreYourFacilityPower ElectricalServiceinHouston. 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.

#SMX #12B @vtonning

Seize the OpportunityPlan 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 Descriptionline1 Descriptionline2 CTRWeatherSentry®forSports WeatherSentry®forSports ProtectYourPlayersandFansNow.FreeTrialforSportsEdition! 2.56%WeatherSentry®forSports SchneiderElectric LeadingWeatherForecastingTool.FreeTrialforSportsEdition! 0.97%WeatherSentry®forSports SchneiderElectric LightningSafetyWeatherSolution.FreeTrialforSportsEdition! 0.14%

#SMX #12B @vtonning

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

#SMX #12B @vtonning

SEE YOU AT THE NEXT #SMX!

THANK YOU!