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targeting the "seller" persona with PPC

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A deck on how to reach the most valuable customers possible through different ppc channels, and how you can get the most out of the customers already in your funnel.

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targeting the "seller" persona with PPC

  1. 1. personas & ppc sell with emotion aaron levy @bigalittlea
  2. 2. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL …personas?
  3. 3. NYC SF ATL PHL ELITESEM.COM FLL single shermy marciemom wild woodstock
  4. 4. NYC SF ATL PHL ELITESEM.COM FLL single shermy impulsive price focus one-and-done no coi marciemom wild woodstock
  5. 5. NYC SF ATL PHL ELITESEM.COM FLL single shermy marciemom shopper value focus brand loyal small coi wild woodstock
  6. 6. NYC SF ATL PHL ELITESEM.COM FLL single shermy marciemom informer attribute focus brand leader huge coi wild woodstock
  7. 7. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers
  8. 8. NYC SF ATL PHL ELITESEM.COM FLL $ $ $ $ buyers shoppers sellers $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
  9. 9. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL “80% of revenue from 20% of customers”
  10. 10. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL more 20%’ers!
  11. 11. NYC SF ATL PHL ELITESEM.COM FLL
  12. 12. NYC SF ATL PHL ELITESEM.COM FLL
  13. 13. NYC SF ATL PHL ELITESEM.COM FLL
  14. 14. NYC SF ATL PHL ELITESEM.COM FLL bed computer batphone
  15. 15. NYC SF ATL PHL ELITESEM.COM FLL
  16. 16. NYC SF ATL PHL ELITESEM.COM FLL
  17. 17. NYC SF ATL PHL ELITESEM.COM FLL
  18. 18. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL life changing decisions aren’t made on 4 inch screens
  19. 19. NYC SF ATL PHL ELITESEM.COM FLL flickr.com/photos/75791159@N02/ …but they probably start there
  20. 20. NYC SF ATL PHL ELITESEM.COM FLL
  21. 21. NYC SF ATL PHL ELITESEM.COM FLL
  22. 22. NYC SF ATL PHL ELITESEM.COM FLL
  23. 23. NYC SF ATL PHL ELITESEM.COM FLL
  24. 24. NYC SF ATL PHL ELITESEM.COM FLL
  25. 25. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL i am an attribution nightmare
  26. 26. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers
  27. 27. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL we’re worth it
  28. 28. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL identifying behaviors
  29. 29. NYC SF ATL PHL ELITESEM.COM FLL made up my mind already buy widget 1312 brand free shipping cheapest widget buyers bottom of funnel terms ab-cart retargeting low-risk value propositions
  30. 30. NYC SF ATL PHL ELITESEM.COM FLL buyers bottom of funnel terms ab-cart retargeting low-risk value propositions foineeeeeeeeeeee Save 10% on that thing you looked at before. Come onnnn. They’re pants! You NEED pants!
  31. 31. NYC SF ATL PHL ELITESEM.COM FLL eh whatever it’s easy. simple forms free/expedited shipping “just get ‘emin the door”’ buyers bottom of funnel terms ab-cart retargeting low-risk value propositions
  32. 32. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL low hanging fruit is always the smallest
  33. 33. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers comparison & volume terms social nurturing promoted content
  34. 34. NYC SF ATL PHL ELITESEM.COM FLL ineed to solve a problem… widget 1312 reviews best widget widget types shoppers comparison & volume terms promoted content social nurturing
  35. 35. NYC SF ATL PHL ELITESEM.COM FLL what would my friends do? newsfeed retargeting non-creepy twitter cards shoppers comparison & volume terms social nurturing Promoted content
  36. 36. NYC SF ATL PHL ELITESEM.COM FLL what do ineed to know? promoted posts education-driven landing pages email retargeting shoppers comparison & volume terms social nurturing promoted content
  37. 37. NYC SF ATL PHL ELITESEM.COM FLL querying queries trusted wommarketing attribute driven buyers shoppers sellers
  38. 38. NYC SF ATL PHL ELITESEM.COM FLL learning before buying who-what-where-when-why high volume, low converting sellers querying queries trusted wommarketing attribute driven
  39. 39. NYC SF ATL PHL ELITESEM.COM FLL trusted sources inform decisions re-marketing as a research tool layered display campaigns informed content sellers querying queries trusted wommarketing attribute driven
  40. 40. NYC SF ATL PHL ELITESEM.COM FLL
  41. 41. NYC SF ATL PHL ELITESEM.COM FLL trusted sources inform decisions re-marketing as a research tool layered display campaigns education & content marketing sellers querying queries trusted wommarketing attribute driven
  42. 42. NYC SF ATL PHL ELITESEM.COM FLL iwant the best, not the cheapest unique value propositions transparency & clarity proof (not reviews) sellers querying queries trusted wommarketing attribute driven
  43. 43. NYC SF ATL PHL ELITESEM.COM FLL I DON’T CARE
  44. 44. NYC SF ATL PHL ELITESEM.COM FLL iwant the best, not the cheapest unique value propositions transparency & clarity proof (not reviews) sellers querying queries trusted wommarketing attribute driven
  45. 45. NYC SF ATL PHL ELITESEM.COM FLL WAT?
  46. 46. NYC SF ATL PHL ELITESEM.COM FLL iwant the best, not the cheapest unique value propositions transparency & clarity proof (not reviews) sellers querying queries trusted wommarketing attribute driven
  47. 47. NYC SF ATL PHL ELITESEM.COM FLL $ $ $ $ buyers shoppers sellers $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
  48. 48. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL converting conversions
  49. 49. NYC SF ATL PHL ELITESEM.COM FLL broad phrase exact
  50. 50. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers
  51. 51. NYC SF ATL PHL ELITESEM.COM FLL flickr.com/photos/madaise they gave a little
  52. 52. NYC SF ATL PHL ELITESEM.COM FLL Let’s get emto give a lot more picture Flickr.com/photos/theeerin let’s make it rain.
  53. 53. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL get more out of buyers
  54. 54. NYC SF ATL PHL ELITESEM.COM FLL Coming up on q4, I bet you have q4 only customers
  55. 55. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL who are they shopping for?
  56. 56. NYC SF ATL PHL ELITESEM.COM FLL
  57. 57. NYC SF ATL PHL ELITESEM.COM FLL 540days!!
  58. 58. NYC SF ATL PHL ELITESEM.COM FLL WAKE THEM UP! flickr.com/photos/riteshm/
  59. 59. NYC SF ATL PHL ELITESEM.COM FLL the never expiring list:
  60. 60. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL learn about shoppers
  61. 61. NYC SF ATL PHL ELITESEM.COM FLL visitor comes to your site visitor added to a list visitor leaves your ad displays across the Google Display Network visitor returns to your site and gives you all their money
  62. 62. NYC SF ATL PHL ELITESEM.COM FLL flickr.com/photos/bigtallguy/ stalk them
  63. 63. NYC SF ATL PHL ELITESEM.COM FLL learn their loves
  64. 64. NYC SF ATL PHL ELITESEM.COM FLL talk to their friends
  65. 65. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL vary success metrics
  66. 66. NYC SF ATL PHL ELITESEM.COM FLL
  67. 67. thank you! aaron levy @bigalittlea

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