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Zanzi Digital - Slides from Sellerdeck Conference 2015

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Slides from the Sellerdeck Conference 2015 presentation: How to Make your Online Advertising Stand Out and Differentiate you from your competition by Jayne Reddyhoff of Zanzi Digital

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Zanzi Digital - Slides from Sellerdeck Conference 2015

  1. 1. How To Make Your Online Advertising Stand Out and differentiate you from your competition Jayne Reddyhoff Zanzi Digital
  2. 2. Do it properly How to make your Advertising stand out Use the magic formula Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!
  3. 3. Do it properly • Really understand your audience • Super segmentation • Pay attention to detail
  4. 4. Do it properly: understand your audience Buying Intent Perfect Ad Copy Perfect Landing Page
  5. 5. Do it properly: understand your audience Mirror the visitor’s end goal WeBuyCars.com tells the visitor they’ll buy the car - which mirrors the prospect’s end goal. The goal of the searcher is to have someone buy their car. How they go about selling it isn’t as important as getting it sold.
  6. 6. Do it properly: understand your audience
  7. 7. Do it properly: understand your audience
  8. 8. Do it properly: super segmentation
  9. 9. • More than 35 changes to AdWords so far in 2015 • Competitor actions • Market changes • More data, better analysis • External Factors e.g. the weather! • Seasonal/special event variations Do it properly: pay attention to the details
  10. 10. Use the magic formula • Follow a process • Take responsibility; don’t rely on Google • Work smart!
  11. 11. Use the magic formula: follow a process
  12. 12. Use the magic formula: don’t rely on Google • Hot pink wedges • Add recommended keywords to your ad groups
  13. 13. Use the magic formula: don’t rely on Google In Shoes, ROAS was 4.9 against the target of 4.0. So all is apparently good, right? Wrong! The sub-category of pumps had ROAS of only 1.2. For more than 200 pumps, 95% of all impressions went to one SKU - a pair of hot pink wedge pumps that were attention grabbing and expensive That single SKU had an ROAS of 0.23.
  14. 14. Use the magic formula: work smart • Follow the 80:20 rule - pareto principle • Make high impact changes first • Work on high traffic campaigns first • Know when to stop!
  15. 15. Use the magic formula: results
  16. 16. Be creative: some examples • News jacking • Appealing to ego! • Using humour
  17. 17. Be creative - news jacking, Pomi-T AdWords visits after the TV program aired. We were ready and had the budget in place to meet demand.
  18. 18. Be creative - targeting an individual
  19. 19. The site where I found this World of Warcraft PPC Ad labelled this one of the “lamest PPC ads ever”. But I thought it might be quite clever - know your audience?
  20. 20. Do it properly How to make your Advertising stand out Use the magic formula Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!
  21. 21. Questions? Jayne Reddyhoff Zanzi Digital

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