Demand More out of Adwords PPC - Better PPC Marketing Strategy
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Pay Per Click and Search Advertising has been well established as a way to measurably guide a prospect to final action, but that can be far from it’s only use. Search is used in all steps of the purchase cycle, so there’s no reason to limit pay per click to “act now” messaging. In this session, you will learn some of the ways to map a user’s intent through the entire purchase cycle and some of the advanced and strategic capabilities that allow for highly relevant messaging to be delivered to a prospect or an existing customer. After this presentation you should have some practical ways to add impressive consumer relevance to search ads throughout their customer journey.
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Demand More out of Adwords PPC - Better PPC Marketing Strategy
- 1. Demand more out of PPC Full lifecycle strategic marketing Presented by Steve Hammer President, November 17 2014 RankHammer
- 2. 2 About Me Steve Hammer, RankHammer@armondhammer FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Internet Marketing Agency
- 3. 3 Steve Hammer, RankHammer@armondhammer SEARCH TWO REALITIES
- 4. 4 Google’s explanation Search = purchase Steve Hammer, RankHammer@armondhammer
- 5. 5 Steve Hammer, RankHammer@armondhammer
- 6. 6 INFORMATIONAL Learn TRANSACTIONAL Do Steve Hammer, RankHammer@armondhammer NAVIGATIONAL Go
- 7. 7 Search Rich and complex Steve Hammer, RankHammer@armondhammer The WHY behind the What
- 8. 8 Source: Google study of Hospital Administrators Steve Hammer, RankHammer@armondhammer
- 9. 9 Needs Awareness Interest Desire Action Buyers search through the entire funnel. Search Marketing Strategies need to reflect this. More than Action Steve Hammer, RankHammer@armondhammer
- 10. 10 Steve Hammer, RankHammer@armondhammer PERSONAS Need to start before a website visit MULTI CHANNEL Go whwere buyers are SOLUTIONS Answer questions A full view in to buyer behavior, on and off site Search Stories
- 11. 11 11 Search Stories in Action Steve Hammer, RankHammer@armondhammer
- 12. 12 A superior replacement part For in the field drilling equipment PROBLEM Downtime is expensive A “wrong” part doubles shipping time Lack of standards Users often don’t know the details of connections Steve Hammer, RankHammer@armondhammer
- 13. 13 Steve Hammer, RankHammer@armondhammer
- 14. 14 14 The Challenge – Part one Steve Hammer, RankHammer@armondhammer
- 15. 15 INTEL Rich and complex Steve Hammer, RankHammer@armondhammer
- 16. 16 Steve Hammer, RankHammer@armondhammer ORGANIC Expanded Angles
- 17. 17 Steve Hammer, RankHammer@armondhammer CONTENT Comments too
- 18. 18 SOCIAL Questions asked Steve Hammer, RankHammer@armondhammer
- 19. 19 Steve Hammer, RankHammer@armondhammer RELATED Google Searches
- 20. 20 Steve Hammer, RankHammer@armondhammer 20 The Challenge – Part two
- 21. 21 Targeting Location Time Remarketing Steve Hammer, RankHammer@armondhammer Device Topics Websites
- 22. 22 Steve Hammer, RankHammer@armondhammer LOCATION Zipcode
- 23. 23 Steve Hammer, RankHammer@armondhammer TIME And Device
- 24. 24 Steve Hammer, RankHammer@armondhammer REMARKETING
- 25. 25 First Visit Read 3 pages Left at case study Bigger case study 2 page visit Steve Hammer, RankHammer@armondhammer PURPOSEFUL REMARKETING Trial offer
- 26. 26 Steve Hammer, RankHammer@armondhammer 26 AdWords can do what?
- 27. 27 Parameters Steve Hammer, RankHammer@armondhammer
- 28. 28 Location bid modifiers High Value 121% Steve Hammer, RankHammer@armondhammer Low Value 48%
- 29. 29 Steve Hammer, RankHammer@armondhammer External Data
- 30. 30 Extended Ads Steve Hammer, RankHammer@armondhammer
- 31. 31 Steve Hammer, RankHammer@armondhammer
- 32. 32 Change the conversation Keywords Purchase Search Stories Steve Hammer, RankHammer@armondhammer Problem solving Full Exposure
- 33. 33 Steve Hammer, RankHammer@armondhammer 1910 Pacific Ave #6045 Dallas, TX 75204 214-720-0044 steve@rankhammer.com @armondhammer Reach Us