710475 - [EC1] Copy for SEM campaigns

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Grace Jimenez :grace]

Hi Matej, 

I was just informed today that we will need a very short copy for the various SEM campaigns that we will be running.

We are running 3 campaigns:
1. Firefox Aurora - Live date: Dec. 19th
2. Firefox for Tablets: Dec. 20th 
3. 3.6 Upgrade: TBD - early Jan

I dont have the specs yet. I am anticipating to get them tomorrow morning from the agency. 
My understanding is that they would pretty short (I assume very similar to facebook ads or snippets). 

These are not the keywords. If I am not mistaken, they would be very short descriptions. 

I will update this bug as soon as I have the specs but wanted to give you as much heads up as I can as this will probably require a pretty short turn around especially for Firefox Aurora and Tablets. 

Thanks!

Comment 1

[Matej Novak [:matej]]

There's been a lot of stuff written for these things lately, so it shouldn't be hard to edit or repurpose something here. Just let me know what you need and I'll see what I can come up with.

Comment 2

[Grace Jimenez :grace]

Hi Matej, 

Thank you so much! 

Here are the SEM specs for both Aurora and Tablet:
Description Line 1: 35 Characters Max
Description Line 2: 35 Characters Max
Display URL: 35 Characters Max - What is displayed to user, not the actual landing page when clicked on
Destination URL: Actual campaign landing page: mozilla.org/firefox/aurora
Further details at: http://support.google.com/adwordspolicy/bin/static.py?hl=en&topic=1310862&guide=1308145&page=guide.cs

Firefox Aurora campaign is suppose to go on Monday, 19th of Dec.
Would it be a possible to have the Aurora copies by tomorrow? 

Tablet by Friday or Monday the latest?

Thanks again!
Please let me know if you have any additional questions.

Comment 3

[Jaclyn Fu]

Just checking - Are the both description lines needed? Usually I see ads with just one line: http://screencast.com/t/A9is8Vi1

Comment 4

[Matej Novak [:matej]]

Yikes, that's really short notice. Can you grab some of the recent stuff we've done for Aurora and tablets (snippets, promos, etc.) that you'd like me to draw on for this and paste it here? That would help me out a lot. Thanks.

Comment 5

[Jaclyn Fu]

For tablets (pulled from other copy stuff):

Browse without compromise.
Firefox for Android tablets.
Learn more.

Intuitive, powerful, optimized.
Firefox for Android on tablets.
Learn more.

Firefox is full of innovations that let you type less, browse more and get to the Web quickly and easily.

I was thinking something like...

[display URL] Firefox for Android on Tablets | mozilla.org
[destination URL] www.mozilla.org/mobile
[description] A free Web browser for Android tablets that is intuitive, powerful and optimized.

Comment 6

[Matej Novak [:matej]]

Made a few tweaks, mostly to make it fit the character counts in comment 2.

[display URL] Firefox for Android Tablets
[destination URL] www.mozilla.org/mobile
[description] A free browser that's intuitive, 
[description] powerful and optimized for tablets.

Grace, anything you can add here that I can draw on for Aurora?

Comment 7

[Matej Novak [:matej]]

Grace: ping. Did you still need anything here?

Comment 8

[Grace Jimenez :grace]

Hi Matej, 

I apologize for the late response

Here are some of the copy we have for Firefox Aurora: 
https://pmm.etherpad.mozilla.org/FirefoxAuroraCopy

thanks!

Comment 9

[Matej Novak [:matej]]

I'm not allowed to access that. Can you paste a few things in the bug? Thanks.

Comment 10

[Grace Jimenez :grace]

Copied to a non-pmm etherpad: https://etherpad.mozilla.org/FirefoxAuroraCopy

Comment 11

[Matej Novak [:matej]]

Here are a couple of options:


[display URL] Download Firefox Aurora
[destination URL] mozilla.org/firefox/aurora
[description] Get the latest features first and
[description] help shape the future of Firefox.

[display URL] Download Firefox Aurora
[destination URL] mozilla.org/firefox/aurora
[description] Experience the latest innovations
[description] before they go to Firefox Beta.

Comment 12

[Grace Jimenez :grace]

thanks matej! 

these look great! 

small tweak on the 2nd option: 

[display URL] Download Firefox Aurora
[destination URL] mozilla.org/firefox/aurora
[description] Experience and test the latest features &
[description] help determine what makes it to Beta

thoughts?

Comment 13

[Matej Novak [:matej]]

Looks good copy-wise, but unfortunately both those lines are over the 35 character limit. How about this?

[display URL] Download Firefox Aurora
[destination URL] mozilla.org/firefox/aurora
[description] Use and test the latest features &
[description] help determine what goes on to Beta

Comment 14

[Grace Jimenez :grace]

thanks matej. 

closing this bug!