Rod Richmond, Managing Director of Clean Digital - OiConf 2018

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Think “Customer First”
How to harness customer data in your digital
marketing campaigns
MARCH 2018

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➢ Working in PPC since 2006
➢ Started Clean Digital in 2012
➢ Mission: Uncomplicate PPC
➢ 2018 will bring:
➢ Attribution, Clean Data & Amazon Ads
➢ Stand A4
ABOUT ME

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1. CUSTOMER LAST 
2. GET IN THEIR SHOES
3. UTILISE THIS DATA IN YOUR PPC
COMING UP…

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1. CUSTOMER LAST 

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“There may be 7-20 people
involved in any given B2B
purchasing decision”
https://www.protocol80.com/blog/30-shareable-buyers-
journey-statistics-every-marketer

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1. CUSTOMER LAST 
➢ Common Causes of “Customer Last Syndrome”
➢ Over complication
➢ i.e. 11 concurrent ad tests

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1. CUSTOMER LAST 
➢ Common Causes of “Customer Last Syndrome”
➢ CamelHorse

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2. GET IN THEIR SHOES

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2. GET IN THEIR SHOES
➢ Create Multiple User Profiles
➢ Our average B2B client has 6 different customer profiles
➢ And in B2C has 12 individual customer profiles
➢ All with different needs, wants, timeframes, expectations

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2. GET IN THEIR SHOES
➢ Customer A:
➢ Chef/Restaurant Owner
➢ Microwave breaks mid shift
➢ Searches on Google for exact
model number
➢ Speed of checkout and
delivery is key
➢ Customer B:
➢ Head office procurement
manager
➢ Needs 20 commercial fridges
for various properties
➢ Cost is key
➢ No brand loyalty
➢ Needs a 5 year warranty
➢ Wants to order over the phone
➢ Researches for 2 days before
final order made

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2. GET IN THEIR SHOES
➢ Listen
➢ Surveys
➢ SurveyMonkey, Pollfish, Google Surveys
➢ Feedback
➢ Quarterly Google Surveys
➢ Ask for feedback on ads, website features etc
➢ 5 second landing page test
➢ https://fivesecondtest.com

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3. UTILISE THIS DATA IN YOUR PPC

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3. UTILISE THIS DATA IN YOUR PPC
➢ Freshen Up Your Ads
➢ Across search, display & social
➢ Brutally honest critique for USPs against competitors
“Vanilla work gets a beige response”

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3. UTILISE THIS DATA IN YOUR PPC
Bun
Meat
Bun
Extras

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3. UTILISE THIS DATA IN YOUR PPC
➢ Social
➢ Storytelling with FB Canvas
Ads
➢ Sequential Ads: Narrative
that flows
➢ Avoid ad fatigue
➢ Great for “on the fence”
purchasers

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3. UTILISE THIS DATA IN YOUR PPC
➢ Social
➢ FB Messenger Ads
➢ Great for complex products,
delivery questions.
➢ Think Customer A from
earlier

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3. UTILISE THIS DATA IN YOUR PPC
➢ Social
➢ Lead Ads on Facebook
➢ No need to leave platform
➢ Great for researchers

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3. UTILISE THIS DATA IN YOUR PPC
➢ CRM Integration
➢ Salesforce, Pipedrive etc
➢ Low code solutions
➢ Speak after if you want to talk Google Sheets v Clunky
Marketing Stacks

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3. UTILISE THIS DATA IN YOUR PPC

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3. UTILISE THIS DATA IN YOUR PPC
➢ Beyond the Duopoly: Amazon Ads (B2C Ecomm)
➢ In 2017: $2.8bn
➢ In 2018: $4.5bn (projected)

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3. UTILISE THIS DATA IN YOUR PPC
➢ Beyond the Duopoly: LinkedIn Ads (B2B Lead Gen)
➢ LinkedIn Ads Typical Layout

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➢ Lead Gen Ads
➢ Pre-filled with LinkedIn Profile info
➢ CPCs can be quite high but bear in mind high CPCs of regular “promoted
posts”.
➢ No taking users off site: quick & easy

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➢ Sponsored InMail
➢ 75%+ Open Rate & very good CTR%
➢ Low CPO (cost per open) and lower CPS (cost per send)
➢ Under £0.30 and £0.25
➢ Time of Send: no ad scheduling
➢ Brief, to the point, inobtrusive and clearly offer value

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Layered Targeting

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“81% of non-C-suiters
have a say in purchase
decisions. 24% of them
have sign off.”
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-
b2b-marketing/

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Thanks & stop by and see myself and
Emi at stand A4 with any follow on
questions!
THANKS