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H/F University Presents: Growth Hacks - Lauren Vacarello
- 1. Paid Marketing on a Budget Lauren Vaccarello Sr. Director Online Marketing @laurenv in/laurenvaccarello
- 2. Getting to Know Each Other
- 3. I Also Wrote This Book http://bit.ly/lvb2bbook
- 4. Agenda 1. PPC 101 1. Keywords 2. Ad Copy 3. Landing Pages 2. Retargeting 101 1. Types of Retargeting 2. When to Use it 3. Q&A and beer
- 7. Search is the #1 source used in purchase decisions Sources used by B2B customers while researching & shopping for business purchases Source: Google & Compete, B2B Customer Study, 2012
- 8. What makes a great PPC campaign?
- 9. Keywords Give You Insight Into Your Audience Keywords allow you to: Say the right thing to the right person at the right time Define your audience: Who are they? What purchase stage are they in?
- 10. Different Types of Keywords Transactional Keywords Branded Terms Bottom of funnel keywords Indicate Purchase Intent Drive ROI and SALES Awareness/Education Keywords Top of funnel Rarely leads to purchase Lead to repeat visit Measure by repeat visit and influence
- 11. Optimizing Transactional Keywords (B2B example) Offline data integration 1 2 3 Online Adv. Channel Website CRM
- 12. Identifying and Optimizing Educational KW’s Assist tracking set up ‘View through conversions’ for Google Display Keywords that lead to transactional repeat visits Can be set up by integrating: – Doubleclick – Bidding Tool like Marin Software – Analytics
- 13. Need a Place To Start Researching KW’s? Competitive Research
- 14. ve Y our Do I Ha ony? nti d Cop tteKiller A A iting - Wr
- 15. Ad Copy Best Practices Draw attention! – Showcase your features – Showcase your benefits – Show Unique Selling Proposition (USP) Set expectations about what’s next: – A clear call to action
- 16. Promises
- 17. Promises Make sure your page title and copy matches why/how your visitor arrived Make information simple to access If coming through paid search or display advertising make sure content and look and feel match
- 18. Imagine You Are the Searcher What are you intentions? Why are you clicking on a paid search ad instead of organic – Instant gratification? What do the ads say? – What are your expectations from clicking on these ads?
- 22. Free shipping message is carried to the landing page Nothing about personalized ornaments
- 23. Free shipping message is carried to the landing page Nothing about personalized ornaments
- 25. Speaks about personalization! Large variety of personalized ORNAMENTS
- 26. Wish you had a crystal ball?
- 27. Need to Have a Plan
- 28. Know Which Changes Make the Difference
- 29. Things You Can Test *Testing chart c/o MarketMotive.com
- 30. Search Engine Marketing Should Be a Profit Center
- 31. Am I Being Followed?
- 32. Retargeting shows ads on third party websites to people who have displayed some interest in your brand
- 36. What is Site Retargeting? Gets cookied A user connects with your brand Surfs the web Lands on a page designed just for them. Sees your ads
- 40. Conversion Social Benefits Features Brand Messag e Ad Sequencing
- 41. How To Use Image c/o wired.com Retargeting
- 42. Prospect Finds Your Website
- 43. They Don’t Fill Out a Form! (the nerve of them)
- 44. Retarget Form Abandoners and Bring Them Back
- 45. After You Get Their Contact Information
- 46. Use Retargeting for Lead Nurturing
- 47. Already Customers? Cross sell and Up sell!
- 48. Look Bigger Than You Are
- 49. Key Takeaways • PPC is a revenue driver • Deliver on your promises • Always be testing • Retargeting is awesome • Look bigger than you are
- 50. Thank You! Lauren Vaccarello Sr. Director, Online Marketing lvaccarello@salesforce.com @LaurenV
- 52. Across B2B sub-segments, search is key 92% 91% 97% of the C-Suite use of Small Business of B2B customers search engines while customers use search find search useful while researching business engines while researching shopping for products & purchases business purchases services for their business Source: Google & Compete, B2B Customer Study, 2012
- 53. Making Retargeting Work, Technically Speaking *Image c/o Joanna Lord from SEOmoz
- 54. Retargeting Benchmarks Cost Average •Should average CTR less than $5CPM .15%-.3% Conversions Optimal imp. •Click through – can per Person average 3X of PPC •15-20 •View through •3 month conversion can saturation average 10:1 of click through *http://www.chango.com/blog/measuring-brand-advertising-performance-metrics
Editor's Notes
- Then they click on your ad. Okay great.
- SEARCH IS AT THE VERY HEART OF GOOGLE IT’S THE #1 ONLINE RESOURCE B2B CUSTOMERS TURN TO WHEN SHOPPING FOR BIZ PURCHAES IT’S ONE OF THE KEY ELEMENTS THAT PUTS A DECISION MAKER 57% OF THE WAY TOWARDS A PURCH DECISION BY THE TIME YOU GET A LEAD GENERATED OR A SALES REP IN FRONT OF THEM.
- To cut …
- Combined slides 18-19
- Testing is still a good idea, even when you think it is a sure thing… Short form test
- Have to have a plan when you do a test… Radical changes vs.
- Have to have a plan when you do a test… Radical changes vs. MVT
- Have to have a plan when you do a test… Radical changes vs. MVT
- Retargeting shows ads on third party websites to people who have displayed some interest with your brand
- Now, someone doesn’t even need to come to your website for you to be able to target them with your message. This about how this can super charge your third party lead lists
- You can retarget people who watch your YouTube videos. Create retargeting pixel in Adwords. Embed it in your YouTube account. If someone watches the video, they are added to a retargeting list. Advanced: Combine your GA and YouTube cookie lists, so if someone visits your website, you can retarget them with True View ads
- Now picture the ability to build your marketing list by people who may have never seen or interacted with your brand before. Imagine what you can do with something like that.
- It takes 7-12 marketing touches for a message to be remembered Retargeting allows you to create a journey of messages as your audience browses the internet
- Image c/o http://howto.wired.com/wiki/Throw_a_Knife
- Build retargeting strategy based on giving them ideal set of messages to help convey them to buy your product Have separate messaging based on the form or product they abandoned Identify key pages and make sure to up your bids for retargeting The vast majority of people visiting your website will leave and never return without ever giving you a scrap of information. This is your chance to do something about it.
- Retarget people who have completed a form with messaging that confirms purchase decision Speak with sales about what are their most compelling messages Tie length of the campaign with average sales cycle If you have marketing automation, overlay this with email retargeting Embed an email retargeting pixel in each email Tie their web journey with their email journey to provide a more customized experience
- AND IT’S UNIVERSAL ACROSS ALL KINDS OF DECISION MAKERS 92% OF THE C-SUITE 91% OF SMALL BUSINESS OWNERS AND NOT SURPRISINGLY, THEY ALL FIND IT USEFUL AND KEEP COMING BACK.