Leads, Be Mine - How to Romance Your Target Audience


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Valentine's Day is here, love is in the air, and everyone is looking for new and old ways to make a lasting connection with the people they care about. For marketers, that means producing compelling, highly relevant messages that resonate with exactly the type of person we want to engage with our brand.

For PPC marketers in particular, it means well-tested ad copy, audience persona modeling, cross-channel advertising and social media integration. More romantic than it sounds!

Digital advertising experts from Hanapin Marketing and 3Q Digital detail the most effective ways of getting attention and keeping it with your ad copy, bid strategies, and followup tactics.

You'll get expert-level PPC tips like:

*How to know your ad copy will woo your target -- BEFORE A/B testing it.
*Ways you can tell when you've found "the one" audience model that works.
*When to chase after prospects that are playing hard to get -- and when to leave them alone.

Learn how to turn random users into deep connections from the pros who do it every day!

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  • Eric
  • Eric then Joe
  • Eric
  • Joe
  • Eric
  • Lead generation is all about playing matchmaker between your sales staff and potential customers. Your role is to create qualified opportunities for your sales staff to close! As Bryan Eisenberg would say, it’s not just about a conversion, it’s about a conversation.
  • The prior ads made use of informational pitches and some basic features and benefits until the swap was made in this particular campaign.
  • In this case, September’s conversion rate peaked at 3.80% until we rotated in a new offer in October for Q4. We then built around this new offer to a similar high. The other unspoken benefit of offers (especially those in use for a limited time)? You can stress the immediacy/exclusivity of the offer when possible. Calling out an expiring offer in the month of expiration led to stellar click-through, conversion, and lead-to-sale rates.However, it’s important to note that none of these offers are effective if you don’t fulfill their promise on the landing page, and do so in an effective manner. Which leads us to our next point…
  • This, really, is the metaphorical representation of what your audience sees when you don’t fulfill the promise of an offer in your ad.
  • In addition, it’s important to note that your offer has to be within two clicks of your landing page. Or else Google will be quite angry with you. Make sure you fulfill the promise of your ad! Habitual liars usually don’t find much love in PPC.
  • Eric
  • This image really is correct – courtship doesn’t mirror a Jane Austen novel… it mirrors a cutting-edge Remarketing Lists for Search campaign.
  • Leads, Be Mine - How to Romance Your Target Audience

    2. 2. Presenters • Joe Kerschbaum – Midwest Account Director at 3Q Digital – Hero Conf 2014 speaker – @JoeKerschbaum • Eric Couch – Senior Account Manager at Hanapin Marketing. – Blogger at PPC Hero and Hero Conf 2014 speaker – @ecouch11 #thinkppc
    3. 3. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions. #thinkppc
    4. 4. Live Poll Question #1 How long have you been in PPC? #thinkppc A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years #thinkppc
    5. 5. Live Poll Question #2 How do you manage your account(s)? #thinkppc a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed. #thinkppc
    6. 6. Whispering Sweet Nothings I have two eyes, two eyes, two legs & two arms. Also, I have a nose, mouth, and 10 fingers & toes. My cholesterol is 190. Each day, I take about 23,000 breaths. The liver is my largest internal organ. Without breaking a sweat, I can type 38 wpm. I’ve never had a cavity. #thinkppc
    7. 7. Features Are Cold, Hard Facts You Focused NOT Client Focused Stats & Figures Features Stats & Figures Bells & Whistles #thinkppc
    8. 8. Benefits Are Romantic Want to Save Want to Be Want To Gain Want to (General) Benefits #thinkppc
    9. 9. Benefits Are Romantic People want to gain: • Health • Self-confidence • Time • Improved appearance Comfort • Leisure • Increased enjoyment They want to save: • Time • Discomfort • Risks • Money • Worry • Embarrassment • Doubts They want to be: • Efficient • Up-to-date • “First” in things • Proud of their possessions • Influential over others They want to: • Express their personalities • Appreciate beauty • Improve themselves generally #thinkppc
    10. 10. Features vs. Benefits 100s of Ingredients 99% Server Up-Time Automated Reports These special ingredients will make you healthier & happier! Our servers save you time & money & reduce stress. Automated reports help you focus on growing your business, not daily reports. #thinkppc
    11. 11. More than 4 Wheels #thinkppc
    12. 12. Not Just an i-Whatever #thinkppc
    13. 13. How to Win Hearts Know Your Customer Change Your Perspective Focus on Results #thinkppc
    14. 14. Where is the Love? Trustworthy Reliable Sensitive Thorough Authoritative #thinkppc
    15. 15. Bringing Sweets to Your Sweetheart #thinkppc
    16. 16. Provide a Compelling Offer  Playing Matchmaker  Offers in your Ad Copy:     Features & Benefits Special Offers Rebates Whitepapers, Guides  Providing your customers value in return for their contact information #thinkppc
    17. 17. Case Study: A More Attractive Offer  Client had been using “informational” ads prior to introduction of offers.  CTR: 2.47%, Conv. Rate: 2.49%  Client began to heavily emphasize alternating offers in July 2013 – Rebates, Free Accessories, etc.  CTR: 2.59%, Conv. Rate: 3.80% #thinkppc
    18. 18. Case Study: A More Attractive Offer #thinkppc
    19. 19. Bad First-Date Impressions #thinkppc
    20. 20. Bad First-Date Impressions #thinkppc
    21. 21. First Impressions & You  First Impressions Count!  3 – 6 sec. at most to win (or lose) interest.  Kind of like speed dating. Or internet dating. Ironic, eh?  Clear, Concise Action     Large BUTTONS with DISTINCTIVE TEXT. Sightlines Arrows Whitepapers, Guides  This is your opportunity to make a good impression, so put your best foot forward!  Features, benefits, testimonials #thinkppc
    22. 22. He’s Just Not that into You Has Mood Swings Ignores You Being Coy Plays Hard to Get Talks About His Friends Unclear Communication #thinkppc
    23. 23. #thinkppc
    24. 24. Don’t Send Mixed Signals Keep It Simple Keep It Useful Keep It Focused Keep It Obvious Keep It Real #thinkppc
    25. 25. Trustworthy Reliable Sensitive Thorough Authoritative #thinkppc
    26. 26. Live Poll Question #3 What's the biggest mistake you can make on a landing page? #thinkppc a) Confusing design/navigation b) no clear call to action c) too many fields on a lead gen form d) inconsistency with ad copy/messaging #thinkppc
    27. 27. Are You Magnetic? #thinkppc
    28. 28. Why Don’t They Love Me? Wrong place Reasons Why Someone Wouldn’t Wrong time On Your Wrong product Convert Website Wrong person Wrong completely Wrong price Wrong action Wrong keyword Wrong copy ENDLESS #thinkppc
    29. 29. Think About Your Audience What may stop them from converting? Can you address these issues with your remarketing? #thinkppc
    30. 30. Think About Your Audience • • • • • Define WHO Brainstorm WHY Learn HOW Determine WHAT Determine WHEN #thinkppc
    31. 31. Change Your Approach Longer Sales Copy Special Offer Softer Sell More Testimonials Nurturing Information Other Benefits Different Product #thinkppc
    32. 32. Change Your Approach Warning: Don’t Win the Race To the Bottom #thinkppc
    33. 33. Talking – Not Stalking #thinkppc
    34. 34. Modern Day Courtship #thinkppc
    35. 35. Remarketing Lists for Love Search  Creative Search Audience Segments  Lead Form Visitors  Segmentation by Specific Pages  Apply different modifiers by Brand/Generic Campaigns!  Converting Visitors  Is there a need to exclude them from advertising?  Subscribers  Exclude “login”/”account” page visitors – those who’ve already signed up with your service.  Staggered audience list durations (30/60/90 days, etc.)  Competitor Terms #thinkppc
    36. 36. Spying on Other Suitors #thinkppc
    37. 37. Building a Long-Term Relationship #thinkppc
    38. 38. Getting to Know Your CRM Platform  Lead-to-Sale Metrics  Integrate and measure!  Know Your Cost Per…     Sale? Interview? Subscription? And more!  Return on Ad Spend/Investment  Know the technical requirements to properly measure this!  URL tagging + CRM access. #thinkppc
    39. 39. A Perfect Union: PPC + CRM Data #thinkppc
    40. 40. TLC Said It Best A scrub is checkin' me But his game is kinda weak And I know that he cannot approach me Cuz I'm lookin' like class and he's lookin' like trash Can't get wit' no deadbeat a** #thinkppc
    41. 41. You Don’t Have to Love Everyone Not all leads are created equal Go ahead, filter folks out Focus your sales efforts #thinkppc
    42. 42. You Don’t Have to Love Everyone Qualified Leads Raw Leads Sales Funnel Non-Qualified Leads Lead Nurturing Process Lead Qualification Criteria #thinkppc
    43. 43. Lead Qualification Example Ticket Class Originating Location Qualified Lead Destination Time Frame #thinkppc
    44. 44. It’s All in the Form #thinkppc
    45. 45. Online to Offline Process Online Form Phone Follow Up Get Enough Info To… • Qualify Leads • Categorize Leads • Follow Up with Leads Get Enough Info To… • Qualify Leads Further • Determine Specific Needs • Complete Customer Profile • Close Leads #thinkppc
    46. 46. Keep Calm #thinkppc
    47. 47. Live Poll Question #4 Would you like help with your PPC accounts and management? I’m interested in: a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month) c.) No Thanks d.) Both #thinkppc
    48. 48. Live Q&A Time! #thinkppc
    49. 49. Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com 3Q Digital Feedback: hillary@3qdigital.com #thinkppc