Paid Marketing on aBudgetLauren VaccarelloSr. Director Online Marketing   @laurenv   in/laurenvaccarello
Getting to Know Each Other
I Also Wrote This Bookhttp://bit.ly/lvb2bbook
Agenda1. PPC 101  1. Keywords  2. Ad Copy  3. Landing Pages2. Retargeting 101  1. Types of Retargeting  2. When to Use it3...
Search is the #1 source used in purchasedecisions               Sources used by B2B customers while researching &         ...
What makes a great PPC campaign?
Keywords Give You Insight Into Your Audience                       Keywords allow you to:                           Say ...
Different Types of Keywords        Transactional Keywords        Branded Terms        Bottom of funnel keywords        Ind...
Optimizing Transactional Keywords (B2B example)Offline data integration         1                   2        3Online Adv. ...
Identifying and Optimizing Educational KW’sAssist tracking set up ‘View through  conversions’ for Google  Display Keywor...
Need a Place To Start Researching KW’s?Competitive Research
ve Y   ourDo   I Ha            ony?        nti d Cop tteKiller AA iting- Wr
Ad Copy Best Practices                          Draw attention!                            – Showcase your features      ...
Promises
Promises            Make sure your page             title and copy matches             why/how your visitor             a...
Imagine You Are the Searcher                        What are you intentions?                        Why are you clicking...
Free shippingmessage is carriedto the landingpage                     Nothing about                     personalized      ...
Free shippingmessage is carriedto the landingpage                     Nothing about                     personalized      ...
Speaks about                   personalization!Large variety ofpersonalizedORNAMENTS
Wish you had a crystal ball?
Need to Have a Plan
Know Which Changes Make the Difference
Things You Can Test*Testing chart c/o MarketMotive.com
Search Engine Marketing Should       Be a Profit Center
Am I  BeingFollowed?
Retargeting showsads on third partywebsites to peoplewho have displayed some interest in    your brand
Retargeting in Action
Retargeting in Action
Retargeting Results*http://www.retargeter.com/about/case-studies
What is Site Retargeting?                                  Gets cookiedA user connects with your brand                    ...
Email Retargeting
Video Retargeting
Richmedia Retargeting
Conversion                Social                                Benefits    Features                                      ...
How To UseImage c/o wired.com                      Retargeting
Prospect Finds Your Website
They Don’t Fill Out a Form! (the nerve of them)
Retarget Form Abandoners and Bring Them Back
After You Get Their Contact Information
Use Retargeting for Lead Nurturing
Already Customers? Cross sell and Up sell!
LookBiggerThan You  Are
Key Takeaways• PPC    is a revenue driver• Deliver   on your promises• Always    be testing• Retargeting   is awesome• Loo...
Thank You!Lauren VaccarelloSr. Director, Online Marketinglvaccarello@salesforce.com@LaurenV
Across B2B sub-segments, search is key                         92%                                  91%                   ...
Making Retargeting Work, Technically Speaking*Image c/o Joanna Lord from SEOmoz
Retargeting Benchmarks                   Cost                                                       Average               ...
H/F University Presents: Growth Hacks - Lauren Vacarello
H/F University Presents: Growth Hacks - Lauren Vacarello
H/F University Presents: Growth Hacks - Lauren Vacarello
H/F University Presents: Growth Hacks - Lauren Vacarello
H/F University Presents: Growth Hacks - Lauren Vacarello
H/F University Presents: Growth Hacks - Lauren Vacarello
H/F University Presents: Growth Hacks - Lauren Vacarello
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H/F University Presents: Growth Hacks - Lauren Vacarello

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According to Lauren Vacarello from Salesforce, even startups can afford paid marketing.

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  • Awesome talk, especially for start-ups on a budget looking for paid marketing advice. Really enjoyed the video at http://hackersandfounders.tv/35LH/hf-university-presents-growth-hacks-lauren-vacarello/ and blog post at http://www.ebizroi.com/blog/bid/242585/How-To-Become-a-B2B-Online-Marketing-Rockstar. Rock on!
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  • 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.
  • H/F University Presents: Growth Hacks - Lauren Vacarello

    1. 1. Paid Marketing on aBudgetLauren VaccarelloSr. Director Online Marketing @laurenv in/laurenvaccarello
    2. 2. Getting to Know Each Other
    3. 3. I Also Wrote This Bookhttp://bit.ly/lvb2bbook
    4. 4. Agenda1. PPC 101 1. Keywords 2. Ad Copy 3. Landing Pages2. Retargeting 101 1. Types of Retargeting 2. When to Use it3. Q&A and beer
    5. 5. Search is the #1 source used in purchasedecisions Sources used by B2B customers while researching & shopping for business purchases Source: Google & Compete, B2B Customer Study, 2012
    6. 6. What makes a great PPC campaign?
    7. 7. 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?
    8. 8. 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
    9. 9. Optimizing Transactional Keywords (B2B example)Offline data integration 1 2 3Online Adv. Channel Website CRM
    10. 10. Identifying and Optimizing Educational KW’sAssist 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
    11. 11. Need a Place To Start Researching KW’s?Competitive Research
    12. 12. ve Y ourDo I Ha ony? nti d Cop tteKiller AA iting- Wr
    13. 13. 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
    14. 14. Promises
    15. 15. 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
    16. 16. 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?
    17. 17. Free shippingmessage is carriedto the landingpage Nothing about personalized ornaments
    18. 18. Free shippingmessage is carriedto the landingpage Nothing about personalized ornaments
    19. 19. Speaks about personalization!Large variety ofpersonalizedORNAMENTS
    20. 20. Wish you had a crystal ball?
    21. 21. Need to Have a Plan
    22. 22. Know Which Changes Make the Difference
    23. 23. Things You Can Test*Testing chart c/o MarketMotive.com
    24. 24. Search Engine Marketing Should Be a Profit Center
    25. 25. Am I BeingFollowed?
    26. 26. Retargeting showsads on third partywebsites to peoplewho have displayed some interest in your brand
    27. 27. Retargeting in Action
    28. 28. Retargeting in Action
    29. 29. Retargeting Results*http://www.retargeter.com/about/case-studies
    30. 30. What is Site Retargeting? Gets cookiedA user connects with your brand Surfs the web Lands on a page designed just for them. Sees your ads
    31. 31. Email Retargeting
    32. 32. Video Retargeting
    33. 33. Richmedia Retargeting
    34. 34. Conversion Social Benefits Features Brand Messag eAd Sequencing
    35. 35. How To UseImage c/o wired.com Retargeting
    36. 36. Prospect Finds Your Website
    37. 37. They Don’t Fill Out a Form! (the nerve of them)
    38. 38. Retarget Form Abandoners and Bring Them Back
    39. 39. After You Get Their Contact Information
    40. 40. Use Retargeting for Lead Nurturing
    41. 41. Already Customers? Cross sell and Up sell!
    42. 42. LookBiggerThan You Are
    43. 43. Key Takeaways• PPC is a revenue driver• Deliver on your promises• Always be testing• Retargeting is awesome• Look bigger than you are
    44. 44. Thank You!Lauren VaccarelloSr. Director, Online Marketinglvaccarello@salesforce.com@LaurenV
    45. 45. 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 businessSource: Google & Compete, B2B Customer Study, 2012
    46. 46. Making Retargeting Work, Technically Speaking*Image c/o Joanna Lord from SEOmoz
    47. 47. 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
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