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Google Confidential and Proprietary
Leveraging	
  Micro-­‐Moments:	
  
Using	
  PPC	
  When	
  It	
  Ma8ers	
  Most	
  
&
Google:	
  
Jesse	
  Eisman,	
  Agency	
  Development	
  Manager	
  
	
  
Jesse’s	
  role	
  at	
  Google	
  is	
  to	
  s...
is	
  a	
  cer(fied	
  
Join	
  the	
  conversaDon	
  
•  Include	
  the	
  hashtag	
  #thinkppc	
  in	
  your	
  
Twider	
  tweets.	
  
	
  
	
  ...
Live	
  Poll	
  QuesDon	
  #1	
  
How	
  long	
  have	
  you	
  been	
  in	
  PPC?	
  
#thinkppc	
  
	
  
A.  Less	
  than...
How	
  do	
  you	
  manage	
  your	
  account(s)?	
  
#thinkppc	
  
a)  I’m	
  part	
  of	
  an	
  in-­‐house	
  PPC	
  te...
Agenda	
  
●  Micro-­‐moments	
  framework	
  
●  ReinvigoraDng	
  exisDng	
  customers	
  
●  AdracDng	
  new	
  customer...
Web Videos Images Shopping News More Search tools
mi·cro-mo·ment
/ˈmīkrō/ /ˈmōməәnt/
noun; plural noun: micro-moments
1. A...
Meet Cathy
4:50 PM
Tuesday
July 29, 2014
outdoor pool
Shape the
unscripted
consumer journey
Influence purchase decisions
by delivering content and
messaging that is relevant an...
30 steps in
purchase cycle
70M
available signals
to bid on
5+ hours per
day with digital
2M sites
650K apps
22 creatives
o...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
1. Collect data
3. Optimize bids and
personalize cr...
Collect data across all customer touchpoints to set the
foundation for your digital strategy
Digital signals from your
sit...
Past
Visitors
New
Visitors
New
Visitors
New
Visitors
Segment and reach your best customers when they are
looking to buy on...
Segment and reconnect with your audience
on all devices
Product
viewers
Homepage
visitors
Cart
abandoners
Past purchasersS...
Use a dual remarketing
strategy to guide customers
through your purchase
funnel
SUSTAINED PRESENCE LEVELS
Are you an active or a passive advertiser?
You should be both.
Active
RLSA (Remarketing for
Sear...
ACTIVE ADVERTISING
Are you an active advertiser?
There are searchers who are familiar with your brand
and
who are searchin...
ACTIVE ADVERTISING
Are you an active advertiser?
There are searchers who are familiar with your brand
and
who are searchin...
Speak directly to
them with RLSA
Remarket under the auspices that your traffic is qualified.
Because it is.
Remarket under the auspices that your traffic is qualified.
Because it is.
Search Remarketing Strategy
Recommendation
Targ...
Target broadly...literally
Layer your “all visitors” remarketing list with broad match keywords relevant to your product o...
Here’s your takeaway
Your remarketing list prequalifies your
traffic.
Capture all of it
PASSIVE ADVERTISING
Are you a passive advertiser?
Remind your potential customers you exist.
Display Remarketing
However long your customer’s journey is there, you
can be there for the entirety of it.
Keep your bran...
Active Remarketing Passive Remarketing
RLSA Display
Heavy brand presence at
moment of purchase
decision
Past
Visitors
New
Visitors
New
Visitors
New
Visitors
Segment and reach your best customers when they are
looking to buy on...
Segment and reach new qualified customers
Smart segmentation strategies
Set CPA goals based on new
customer acquisition
Ta...
Add customers to the top
of your funnel
Remarketing for
New Visitors?
You know the
types of people
who are likely
interest in your
product and
service.
Google kno...
Similar Audiences
Analyzes the browsing
history of millions of
users on the Display
Network, to find users
similar to your...
In-Market Segments
Reach potential
customers while they
are actively browsing or
researching products or
services similar ...
Current In-Market
Segments
Apparel and Accessories
Auto & Vehicles
Baby & Children’s Products
Computer and Peripherals
Con...
New Users
Top of Funnel
Bottom of
Funnel
Similar
Audiences
In-Market
Segments
2x
conversion
rate
60%
decrease
in CPA’s
Personalize your message with dynamic creatives as
they browse content
3.3.
Target your customer in the
moment.
Brevity is the soul of wit
William Shakespeare
The Maturation of Thought
The Maturation of Thought
What is the difference
between shampoo X,
shampoo Y, and
shampoo Z?
What is the best
shampoo for...
The Maturation of Thought
What is the difference
between shampoo X,
shampoo Y, and
shampoo Z?
What is the best
shampoo for...
The Maturation of Thought
What is the best
shampoo for hair
volume?
Volume shampoo
reviews
What is the best
shampoo for ha...
The Maturation of Thought
What is the difference
between shampoo X,
shampoo Y, and
shampoo Z?
Now it happens here
The Maturation of Thought
What is the difference
between shampoo X,
shampoo Y, and
shampoo Z?
This is the moment that matt...
Show up in the moment that matters most
Show up in the moment that matters most
Utilize exact match long-tail keywords
●  [what is the best shampoo for volume]
● ...
Show up in the moment that matters most
Utilize exact match long-tail keywords
●  [what is the best shampoo for volume]
● ...
Show up in the moment that matters most
Utilize exact match long-tail keywords
●  [what is the best shampoo for volume]
● ...
Write your copy to appeal directly to the raw thought
Write your copy to appeal directly to the raw thought
Write your copy to appeal directly to the raw thought
Optimize bids to win that second chance, and personalize
your message to past visitors as they search
3x
conversion
rate
+...
Tiered bidding based on
customer engagement
Tier 1
Similar Audiences In Market Segments Display Topic/Interest
Categories
Tier 1
Similar Audiences In Market Segments Display Topic/Interest
Categories
Tier 2
Display Remarketing Low-to-Medium int...
Tier 1
Similar Audiences In Market Segments Display Topic/Interest
Categories
Tier 2
Display Remarketing Low-to-Medium int...
Tier 1
Similar Audiences In Market Segments Display Topic/Interest
Categories
Tier 2
Display Remarketing Low-to-Medium int...
Tier 3
Time on Site
Google Analytics Custom
Remarketing Lists
Low Engagement Medium Engagement High Engagement
0:00 - 0:45...
Tier 1 Bid Tier 2 Bid Tier 3 Bid
< <
Bid more aggressively to your most qualified
audiences
Tier 3
Time on Site
Google Analytics Custom
Remarketing Lists
Tier 1 Tier 2 Tier 3
0:00 - 0:45 Time
on Site
0:45 - 2:15
Ti...
ESTIMATED CROSS-
DEVICE
CONVERSIONS IN
ADWORDS
USER ID IN GOOGLE
ANALYTICS
MULTI-CHANNEL
CROSS-DEVICE
MULTI-CHANNEL
FUNNEL...
Ease of use
Use one interface,
one tag across search
and display
Workflow
efficiencies
Improve workflow
efficiencies by 33...
PPC	
  Retainers	
  
	
  
Need	
  some	
  assistance	
  for	
  your	
  PPC?	
  	
  
We	
  offer	
  on-­‐going	
  and	
  one...
Live	
  Q&A	
  Time!	
  
Have	
  more	
  quesDons?	
  
	
  	
  
Thank	
  you	
  for	
  a3ending	
  our	
  webinar!	
  #thinkppc	
  
	
  
	
  
•  Co...
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Leveraging Micro-Moments: Using PPC When It Matters Most

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As a marketer, your biggest opportunities are in the smallest moments. Reaching your customers in moments that matter, in a way that is relevant to their intent and context is not only needed, it’s absolutely essential to your brand. You should understand this new behavior (micro-moments) and take action to address it, as hearts, minds and dollars are won or lost in these moments.

Join experts from Google and Hanapin Marketing as they set the foundation of understanding these important micro-moments and discuss actionable PPC tactics, like remarketing for search and display and bid strategies, to boost your account’s performance during these moments.

You’ll get expert-level PPC tips like:

How to segment and reach your customers at any point in their purchase journey

Targeting bottom of the funnel customers with long tail keywords

Using remarketing lists to bring in new visitors

Published in: Marketing
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Leveraging Micro-Moments: Using PPC When It Matters Most

  1. 1. Google Confidential and Proprietary Leveraging  Micro-­‐Moments:   Using  PPC  When  It  Ma8ers  Most   &
  2. 2. Google:   Jesse  Eisman,  Agency  Development  Manager     Jesse’s  role  at  Google  is  to  support  Agency  Partners  by  providing  them  with:  1)  Strategic  insights  for  their  adverDsers,  2)  Exclusive  access  to   “beta”  adverDsing  soluDons,  and  3)  Agency-­‐wide  training  opportuniDes  to  ensure  they  remain  up-­‐to-­‐date  on  best  pracDces.     Prior  to  joining  Google,  Jesse  began  his  career  at  Young  &  Rubicam  AdverDsing  (“Y&R”),  where  he  worked  in  Account  Management  for   Fortune  500  clients  such  as  Philip  Morris  USA,  LG  Electronics,  and  Campbell’s  Soup.  Jesse  holds  an  MBA  from  Columbia  Business  School   and  a  BA  in  Psychology  &  Behavioral  Economics  from  Washington  University  in  St.  Louis.     Google:   Jonah  Kupperstock,  Agency  Account  Strategist     Jonah’s  role  at  Google  is  to  partner  with  Account  Managers  to  provide  them  with:  1)  Strategic  recommendaDons  to  improve  account   performance,  2)  Latest  product  updates  to  ensure  that  accounts  are  on  the  cu[ng  edge,  and  3)  Timely  troubleshooDng  to  make  sure  that   accounts  receive  the  best  possible  level  of  service.     Prior  to  joining  Google,  Jonah  worked  as  a  consultant  for  Applied  Value,  where  he  aided  in  data  collecDon,  financial  benchmarking  analysis   for  companies  in  various  industries,  and  created  sales  presentaDons  with  improvement  recommendaDons.   Hanapin  Marke>ng:   Kevin  Klein,  Account  Manager     Kevin  is  an  Account  Manager  at  Hanapin  MarkeDng,  uDlizing  backgrounds  in  music  and  staDsDcal  analysis  of  advanced  sports  metrics  to   approach  PPC  issues  with  a  fresh  perspecDve.  His  Conan  O'Brien  hair  swoop  is  less  pronounced  these  days.  
  3. 3. is  a  cer(fied  
  4. 4. Join  the  conversaDon   •  Include  the  hashtag  #thinkppc  in  your   Twider  tweets.      Or  use  the  webinar  quesDon  box  to  send  us   quesDons.   Join  The  ConversaDon  
  5. 5. Live  Poll  QuesDon  #1   How  long  have  you  been  in  PPC?   #thinkppc     A.  Less  than  1  year   B.  1-­‐3  years   C.  3-­‐5  years   D.  5+  years       Poll  QuesDon  #1  
  6. 6. How  do  you  manage  your  account(s)?   #thinkppc   a)  I’m  part  of  an  in-­‐house  PPC  team.   b)  I  do  all  the  markeDng  myself.   c)  I  work  with  an  agency.   d)  I’m  a  consultant.   Poll  QuesDon  #2  
  7. 7. Agenda   ●  Micro-­‐moments  framework   ●  ReinvigoraDng  exisDng  customers   ●  AdracDng  new  customers   ●  Measuring  success  
  8. 8. Web Videos Images Shopping News More Search tools mi·cro-mo·ment /ˈmīkrō/ /ˈmōməәnt/ noun; plural noun: micro-moments 1. A moment we reflexively turn to a device to act on a need we have that moment – to learn, discover, find or buy something. 2. Intent-rich moment when decisions are being made or preferences being shaped. About 44,800,000 results (0.37 seconds) define: micro-moment
  9. 9. Meet Cathy 4:50 PM Tuesday July 29, 2014 outdoor pool
  10. 10. Shape the unscripted consumer journey Influence purchase decisions by delivering content and messaging that is relevant and useful in the moment. 10+ consulted before making a purchase sources of consumers who own multiple devices switch between screens to complete tasks 2x more likely to be influenced by targeted digital ads 90%
  11. 11. 30 steps in purchase cycle 70M available signals to bid on 5+ hours per day with digital 2M sites 650K apps 22 creatives on 3 OSs 23,000 products in an average feed INFINITE PERMUTATIONS ∞ MOMENTS PLACEMEN T MESSAGE S FORMATS BIDSFEED SIZE But real-time relevance is hard to execute at scale GDN reach on sites & appsIAB approved creativesGoogle Internal Google’s Customer Journey to Online PurchaseSources: eMarketer Google Internal
  12. 12. Google Confidential and ProprietaryGoogle Confidential and Proprietary 1. Collect data 3. Optimize bids and personalize creatives 2. Segment your audience 4. Measure the impact 5. Automate decisions Convert qualified audiences across screens with Google’s AdWords Programmatic Audience Solution
  13. 13. Collect data across all customer touchpoints to set the foundation for your digital strategy Digital signals from your site and app Offline data and CRM data Google’s audience insights 1.
  14. 14. Past Visitors New Visitors New Visitors New Visitors Segment and reach your best customers when they are looking to buy online Similar Audiences Find Intent in the moment In-Market Audiences Create Custom Audiences in AdWords Custom Affinity Audiences Similar Audiences Find Similarity at scale Find Intent in the moment In-Market Audiences Find Similarity at scale Similar Audiences Create Custom Audiences in AdWords Custom Affinity Audiences Remarketing List for Search Ads & Display Remarketing Find Second Chances as they search & browse content Remarketing List for Search Ads & Display Remarketing Find Second Chances as they search & browse content 2.
  15. 15. Segment and reconnect with your audience on all devices Product viewers Homepage visitors Cart abandoners Past purchasersSearch results viewers Smart remarketing lists, automatically created for you 2.
  16. 16. Use a dual remarketing strategy to guide customers through your purchase funnel
  17. 17. SUSTAINED PRESENCE LEVELS Are you an active or a passive advertiser? You should be both. Active RLSA (Remarketing for Search) Passive Traditional Remarketing (Display)
  18. 18. ACTIVE ADVERTISING Are you an active advertiser? There are searchers who are familiar with your brand and who are searching for your product
  19. 19. ACTIVE ADVERTISING Are you an active advertiser? There are searchers who are familiar with your brand and who are searching for your product
  20. 20. Speak directly to them with RLSA
  21. 21. Remarket under the auspices that your traffic is qualified. Because it is.
  22. 22. Remarket under the auspices that your traffic is qualified. Because it is. Search Remarketing Strategy Recommendation Target broadly...literally
  23. 23. Target broadly...literally Layer your “all visitors” remarketing list with broad match keywords relevant to your product or service broad keyword search term show your ad? i want to buy a maserati maserati how much does a maserati cost where can i get a maserati if i get a maserati will tiffany go to dinner with me
  24. 24. Here’s your takeaway Your remarketing list prequalifies your traffic. Capture all of it
  25. 25. PASSIVE ADVERTISING Are you a passive advertiser? Remind your potential customers you exist.
  26. 26. Display Remarketing However long your customer’s journey is there, you can be there for the entirety of it. Keep your brand’s presence towards the top of your customer’s mind with remarketing on the Google Display network. Use a combination of image ads and text ads to diversify your appeal. Serve your ad at the moment of purchase
  27. 27. Active Remarketing Passive Remarketing RLSA Display Heavy brand presence at moment of purchase decision
  28. 28. Past Visitors New Visitors New Visitors New Visitors Segment and reach your best customers when they are looking to buy online Similar Audiences Find Intent in the moment In-Market Audiences Create Custom Audiences in AdWords Custom Affinity Audiences Similar Audiences Find Similarity at scale Find Intent in the moment In-Market Audiences Find Similarity at scale Similar Audiences Create Custom Audiences in AdWords Custom Affinity Audiences Remarketing List for Search Ads & Display Remarketing Find Second Chances as they search & browse content Remarketing List for Search Ads & Display Remarketing Find Second Chances as they search & browse content 2.
  29. 29. Segment and reach new qualified customers Smart segmentation strategies Set CPA goals based on new customer acquisition Target similar audience lists based on goals (e.g. “homepage visitors” vs. “converters”) Select in-market segment aligned with business goals Target “similar” lists Similar Audiences Custom Affinity Audience Tailor “creatives” to user profiles In-Market Audiences Select “intent” based segment 2.
  30. 30. Add customers to the top of your funnel
  31. 31. Remarketing for New Visitors? You know the types of people who are likely interest in your product and service. Google knows how to find more of them. Similar Audiences In-Market Segments
  32. 32. Similar Audiences Analyzes the browsing history of millions of users on the Display Network, to find users similar to your customers. As your audience changes, so too does your similar audience.
  33. 33. In-Market Segments Reach potential customers while they are actively browsing or researching products or services similar to yours. Classify users based on in-market behavior and purchase intent
  34. 34. Current In-Market Segments Apparel and Accessories Auto & Vehicles Baby & Children’s Products Computer and Peripherals Consumer Electronics Consumer Software Education Employment Financial Services Gifts & Occasions Home & Garden Real Estate Telecom Travel Many more segments in beta stages
  35. 35. New Users Top of Funnel Bottom of Funnel Similar Audiences In-Market Segments
  36. 36. 2x conversion rate 60% decrease in CPA’s Personalize your message with dynamic creatives as they browse content 3.3.
  37. 37. Target your customer in the moment.
  38. 38. Brevity is the soul of wit William Shakespeare
  39. 39. The Maturation of Thought
  40. 40. The Maturation of Thought What is the difference between shampoo X, shampoo Y, and shampoo Z? What is the best shampoo for hair volume? Volume shampoo reviews
  41. 41. The Maturation of Thought What is the difference between shampoo X, shampoo Y, and shampoo Z? What is the best shampoo for hair volume? Volume shampoo reviews Thought in it’s newest (and wordiest) form What is the best shampoo for hair volume? Thought begins to refine Thought is precise
  42. 42. The Maturation of Thought What is the best shampoo for hair volume? Volume shampoo reviews What is the best shampoo for hair volume? Thought begins to refine Thought is precise This used to be where a search was conducted
  43. 43. The Maturation of Thought What is the difference between shampoo X, shampoo Y, and shampoo Z? Now it happens here
  44. 44. The Maturation of Thought What is the difference between shampoo X, shampoo Y, and shampoo Z? This is the moment that matters. You want to show your ad here.
  45. 45. Show up in the moment that matters most
  46. 46. Show up in the moment that matters most Utilize exact match long-tail keywords ●  [what is the best shampoo for volume] ●  [how can i tell the best volume shampoo] ●  [what is the difference between shampoo x and y] ●  [what shampoo should i buy for best volume] ●  [what shampoo will make my hair look good]
  47. 47. Show up in the moment that matters most Utilize exact match long-tail keywords ●  [what is the best shampoo for volume] ●  [how can i tell the best volume shampoo] ●  [what is the difference between shampoo x and y] ●  [what shampoo should i buy for best volume] ●  [what shampoo will make my hair look good] Low traffic
  48. 48. Show up in the moment that matters most Utilize exact match long-tail keywords ●  [what is the best shampoo for volume] ●  [how can i tell the best volume shampoo] ●  [what is the difference between shampoo x and y] ●  [what shampoo should i buy for best volume] ●  [what shampoo will make my hair look good] Low traffic High impact
  49. 49. Write your copy to appeal directly to the raw thought
  50. 50. Write your copy to appeal directly to the raw thought
  51. 51. Write your copy to appeal directly to the raw thought
  52. 52. Optimize bids to win that second chance, and personalize your message to past visitors as they search 3x conversion rate +40% bid adjustment +100% bid adjustment 3. B. Customize ad text and Optimize bidsA. Reconnect with past visitors as they search 2x click through rate C. Drive action and see results
  53. 53. Tiered bidding based on customer engagement
  54. 54. Tier 1 Similar Audiences In Market Segments Display Topic/Interest Categories
  55. 55. Tier 1 Similar Audiences In Market Segments Display Topic/Interest Categories Tier 2 Display Remarketing Low-to-Medium intent keywords Dynamic Ad Audiences
  56. 56. Tier 1 Similar Audiences In Market Segments Display Topic/Interest Categories Tier 2 Display Remarketing Low-to-Medium intent keywords Dynamic Ad Audiences Tier 3 RLSA High intent keywords Time on Site
  57. 57. Tier 1 Similar Audiences In Market Segments Display Topic/Interest Categories Tier 2 Display Remarketing Low-to-Medium intent keywords Dynamic Ad Audiences Tier 3 RLSA High intent keywords Time on Site
  58. 58. Tier 3 Time on Site Google Analytics Custom Remarketing Lists Low Engagement Medium Engagement High Engagement 0:00 - 0:45 Time on Site 0:45 - 2:15 Time on Site > 2:15 Time on Site
  59. 59. Tier 1 Bid Tier 2 Bid Tier 3 Bid < < Bid more aggressively to your most qualified audiences
  60. 60. Tier 3 Time on Site Google Analytics Custom Remarketing Lists Tier 1 Tier 2 Tier 3 0:00 - 0:45 Time on Site 0:45 - 2:15 Time on Site > 2:15 Time on Site< <
  61. 61. ESTIMATED CROSS- DEVICE CONVERSIONS IN ADWORDS USER ID IN GOOGLE ANALYTICS MULTI-CHANNEL CROSS-DEVICE MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS GOOGLE SOLUTIONS “Our Mobile Display campaign generated 40 conversions but contributed to 80 conversions that occurred on other devices.” “$1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads.” UNIQUE INSIGHTS MEASUREMENT CHALLENGES Measure the holistic impact of your audience strategy ACTION Optimize ROI across your search, display and video campaigns Use insights from mobile’s mid-funnel impact to maximize performance across devices 4.
  62. 62. Ease of use Use one interface, one tag across search and display Workflow efficiencies Improve workflow efficiencies by 33% on a unified global platform Single customer view Leverage learnings to make each customer interaction better than the last Source: "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013 Unify your audience strategy across the purchase funnel Campaign effectiveness Compound your marketing impact with a full-funnel strategy that scales across devices
  63. 63. PPC  Retainers     Need  some  assistance  for  your  PPC?     We  offer  on-­‐going  and  one-­‐>me  retainers.     Learn  More:     http://www.hanapinmarketing.com/ppc-retainers/ Retainers  
  64. 64. Live  Q&A  Time!  
  65. 65. Have  more  quesDons?       Thank  you  for  a3ending  our  webinar!  #thinkppc       •  Contact  us  Directly:     »  Hanapin  Feedback:  markeDng@hanapinmarkeDng.com        

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