IntSS-PPC-User-Journey-Veronika-Höller.pptx

Barcelona
International Search Summit
Veronika Höller
CompuGroup Medical
Convert more high-quality leads from
your PPC campaigns: A deep dive into the
user journey
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Internal Use Only @HollerVeronika #IntSS
Hi I´m Veronika
I´m a Global Senior SEO Manager in the
Digital Marketing Center of Excellence
CompuGroup Medical
I work for 14 years in Digital Marketing; I
have started as Content Creator switch to
PPC Manager and ends in SEO

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Internal Use Only
Create more
effective PPC
Campaigns over
all platforms
Holistic
Mindset for
more qualified
leads
Better
understanding
of your Target
Group
@HollerVeronika #IntSS
Key Takeaways

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If we type in a search query,
we are at a certain point in
our user journey

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⮚ Informational
⮚ Navigational
⮚ Transactional
⮚ Commercial
⮚ Brand

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Intentions have changed since
the pandemic / self research
and buying online has peaked

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In B2C it is a learned lesson –
we search, self research and
buy online

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In B2B we have the same
acting since the pandemic

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In a case study from
Google & Bain & Company
for B2B

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Key Takeaways
1. Reach B2B buyers before they begin to
research
2. Leverage digital branding to drive
increased search & consideration
3. Develop emotional content to connect
with B2B buyers

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Internal Use Only
Important
Touchpoints

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For a long time, there was the myth
that users who come through an ad
want to carry out a transaction
directly

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And users who come via SEO
have more time to research and
to have the first organic position
means to have a good
reputation

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Hmm… I've found that most people
don't even know the difference
they click and hope they find their
answer

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This is the reason why Google had
changed their Algorithm and try to
catch up all intensions

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The User should find there answer
directly in the search with the first
query

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You wanna catch them
all?

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Internal Use Only
Let´s start with
user journey
mapping for PPC

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Why User Journey Mapping
for PPC?

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Internal Use Only
User journey mapping shows
you what users expects from
you at each stage

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Internal Use Only
You gain valuable insights from
your target group

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Internal Use Only
You understand important
touchpoints – PPC is one
important Touchpoint

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Internal Use Only

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Best Thing
You can use it for your
overall international
PPC Strategy

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Internal Use Only
Because around the globe
user are on a different
point of there journey

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Internal Use Only

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Internal Use Only
A potential customer may need
multiple touchpoints with your
brand before making a decision

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Internal Use Only
In B2C we known this because
we are user and customer

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Internal Use Only
In B2B we must get them and
collect them

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Internal Use Only

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Internal Use Only
Create Personas
for PPC-
Campaigns

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Internal Use Only
Come with me to the dark side
of Optimization

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Internal Use Only
You maybe think why should I
create Personas for PPC?

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Internal Use Only
The times with only Keyword
based Campaigns are over for
example PMax

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Internal Use Only
If you know your target Group
you write better Ads, creates
more effect creatives – Result
more Leads!

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Internal Use Only
If you know your Target Group,
you see the difference between
statistic tweens

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Internal Use Only
Both are born 1948 growing in
England, married twice, have children,
are rich, loves dogs & loves to make
Holidays in the Alps

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Internal Use Only
But I´m sure if the search for clothes,
they wouldn´t choose the same
online-shop

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Internal Use Only
DATA

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Where did I get
my Data?

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Internal Use Only
• Analytics Tool
• Insights Social media Platforms
• #Analysis
• Google Trends, Answer the
public, also asked
• SEMRUSH etc.

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Create a Keyword-, Topic-,
and Q & A List

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You have so many data – now it´s
time to use it for your PPC
campaigns!

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Internal Use Only
If you want to go deeper and
use the fullest of your budget

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Internal Use Only
Take Insights from social media
you see the profiles from your
target group – Think out of the
box

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Internal Use Only
Build your
Funnel

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Internal Use Only
✔TOFU = Awareness Stage
✔MOFU= Consideration Stage
✔BOFU = Decision Stage

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The Beginning of the Journey
(TOFU) PPC campaign
Top of the Funnel

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Internal Use Only
The advertising objective of your PPC
campaign at the awareness stage is
brand awareness

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Internal Use Only
YouTube Ads
Display Ads
Paid Social

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This phase is to fill the Funnel and get
the customer in there first steps

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Internal Use Only
KPI´s
Bounce rate
Average Session Duration
Range
Impressions
CPM

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Internal Use Only
Aware users are not using branded
keywords. They use broader phrases
& sentences

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For example in France we had
create a lot of creatives for a new
Product to test what workes best in
the Awareness Stage

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Internal Use Only
We have made the mistake, to think
France would work like South Africa
an had create ads with smiling
people

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Internal Use Only

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Internal Use Only
But the best working Ad
was the one with teeth on
the creative

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Internal Use Only

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In Germany creatives
with screenshots from the
software works best

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Internal Use Only

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On Social Media Platforms
- Video Ads works best all
over the world

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Internal Use Only

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Internal Use Only
What we have learned from
France
7700 Unique Dental Professional per
month in France on average
15 The average number of times
each Dentist has seen an Xdent
Advert per month.

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Internal Use Only
50 The average number of times a
confirmed Dentist has seen an
XDENT advert.
992 000 The total number of times
an XDENT advert was seen.

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Internal Use Only

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Internal Use Only
The Middle of the Journey
(MOFU) PPC campaign
Middle of the Funnel

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Internal Use Only
These customers are aware of their
problem and are actively looking for a
solution. Your PPC ads now need to be
more specific..

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Internal Use Only
PMax-Campaigns
Search Ads
Remarketing

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KPI´s
clicks
Cost per click (CPC)
views
Converted Users
Conversion Rate

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Internal Use Only
The goal of your PPC ads at
this Phase is:
to get people to understand
your product, service, and
consider buying it.

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Internal Use Only
At this point we had create Text
Ads too – for example this one for
Italy

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Internal Use Only

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Internal Use Only
For the PMax we have used the
best running creatives for each
country

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Internal Use Only

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The END of the Journey
(BOFU) PPC campaign
Bottom of the Funnel

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Internal Use Only
Towards the end of the journey a
purchase decision is made. The prospect
has identified their problem, researched
it, and is ready to make a purchase

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Internal Use Only
Search Ads with Keywords
+ buy, book etc.
Brand Ads
Remarketingg

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Internal Use Only
KPI´s
Conversions
Return on Ad spend
New Customer

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Internal Use Only
KPI´s
The key performance metric at this
Phase is conversions. The user is
ready to buy, book etc. so you
should focus on revenue, sales, new
Customer and your ROAS.

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Internal Use Only
Results on the End of the Funnel:
In France, we were able to generate 25
new customers in six months with this
structure of the paid campaigns.
In Germany, we were able to rise the
conversion rate from 3% to 25% in six
months

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Internal Use Only
Search behavior has
become more multimedia
and interactive -

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Internal Use Only
That's why it's important to
be active on all major
platforms with entertaining
campaigns

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Internal Use Only
Emotions, Trust and digital
self-discovery
Is the new Trend

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Internal Use Only
B2B and B2C search
intentions and user
journeys are merging more
& more

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Internal Use Only
Only Ads, keywords and a
short LP`s are no longer
enough to convert

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Internal Use Only
We have to understand our
Users and their individual
journey to get them as happy
Customers

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Internal Use Only
Thanks for your attention
You want to know more or
want to discuss about my
topic?!
You find me on Twitter &
LinkedIN

IntSS-PPC-User-Journey-Veronika-Höller.pptx

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