Effective Messaging Throughout the Purchase Process

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Find out how to keep your communications tailored and potent w/ this presentation on search engine marketing best practices!

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Effective Messaging Throughout the Purchase Process

  1. 1. Effective Messaging Throughout the Purchase Process Marc Weisinger Director of Marketing Marc@elitesem.com 646-290-7142 @MarcWeisinger
  2. 2. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Getting to Know Each Other
  3. 3. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Consumers are constantly giving us information about what they value and deem important when looking for products or services. Marketers that identify the key interest points and alter their message and landing page experience to match that interest will outperform their competition. Thesis
  4. 4. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Let’s Get to it! Two Key Principals for Successful Pay-per-Click Search Engine Marketing 1) Answer the specific question searchers are asking 2) Remove any barriers or “friction” that prevent searchers from taking the action you want them to take
  5. 5. Messaging effectively on the search engine results page (Search)
  6. 6. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Answer the Question Searchers are Asking Search Query Specific Ad Landing Page on Your Website User enters a search query…. An ad answers the specific question landing page answers the specific question. “Men’s Prescription Eyeglasses” “Men’s Prescription Eyeglasses for sale” “Men’s Prescription Eyeglasses” page of the website
  7. 7. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Let’s Talk Money Transfer Identifying Modifiers and Messaging Accordingly
  8. 8. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL “Send money Safely” “Send Money Quickly” Messaging Specifically For Search
  9. 9. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL “Send money” “Send money to Mexico” + Messaging Specifically For Search
  10. 10. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Messaging Specifically For Search Utilize Site Links Multiple Calls to Action Test and Iterate Experiment and rotate ads
  11. 11. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Messaging Specifically For Search
  12. 12. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Other Ways to Message: Price-Conscious Shoppers Price Anchoring and Premium Options Add an additional (small) Changing a $5 free to a “small $5 fee” in ad text showed a 20% increase in response rates Reframing the value Include daily, weekly, or monthly values on higher price goods or services Instead of $2,000 a year it’s less than $200 a month Reduce the pain by bundling People are willing to spend more overall on multiple products if it lowers the cost of individual products Selling Time over Money Try to have consumers focus on the great time they’ll have or the fine quality of your product more so than the money it costs. Messaging Specifically For Search
  13. 13. Messaging effectively based on on-site feedback (Remarketing)
  14. 14. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Messaging Specifically For Remarketing -Steelhouse
  15. 15. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL 1. Segment shopping cart abandoners 2. Consider Time 3. Segment home page, category page, and product page visitors separately. 4. Use Layers including gender, age, household income 5. Separate Text from Banner Ads Remarketing 5 Best Practices
  16. 16. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Static Ads Dynamic Remarketing Dynamic Remarketing Ads
  17. 17. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Other Advantages of Dynamic Ads -Steelhouse • Product Specific Ads • Product Specific Landing Pages • Include Price, Descriptions, etc • Showcase Multiple Products
  18. 18. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL 1. Broaden your search campaigns 2. Customize ad text based on site history 3. Exclude audiences from search Remarketing Lists for Search Ads
  19. 19. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Dynamic Audience Lists http://www.bestbuy.com/site/Nikon---D3200-24.2-Megapixel-Digital-SLR-Camera-with-18-55mm-Zoom-Lens--- Black/4826999.p?id=1218542603974&skuId=4826999&productCategoryId=pcmcat180400050000&cmp=++&li d=abn_sku_1_Digital+SLR+Cameras_SKU_4826999_IMG Brand: Nikon Category: Camera Subcategory: SLR Price: $500-$1,000 Example Variables
  20. 20. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Dynamic Audience Lists
  21. 21. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL What dynamic lists looks like in the Adwords UI Creating lists by URL only Creating lists by URL only and more!
  22. 22. Messaging effectively after a purchase or conversion (Email + Remarketing)
  23. 23. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Messaging After the Conversion + Email Remarketing + RLSA
  24. 24. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Email Marketing: 1. Personalization and preparation 2. Appropriate messaging and audience segments. 3. Optimize for mobile 4. Timing and testing Messaging After the Purchase
  25. 25. NYC SF ATL PHLELITESEM.COM CONFIDENTIAL Remarketing + RLSA: 1. Cross selling and complementary products 2. Separate bid targets and exclusions 3. Copy testing 4. Timing and testing Messaging After the Purchase
  26. 26. Q&A Marc Weisinger Director of Marketing Phone: 646.290.7142 Email: Marc@elitesem.com Twitter: @MarcWeisinger Blog: www.elitesem.com/sem-paid-search-blog

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