Filling the Sales Funnel with Paid Search

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Rachele Cermak explains how marketers using paid search can leverage Google Shopping, video ads on YouTube and the display network to create numerous ad impressions.

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Filling the Sales Funnel with Paid Search

  1. 1. the Sales Funnel with Paid Search LL
  2. 2. Wisdom
  3. 3. Magic Cookie Containing Chunks of Text 3 http://en.wikipedia.org/wiki/List_of_computer_term_etymologies
  4. 4. Browser Cookies 4 • Where to advertise • Understand Website activity • Keep the brand in front of prospects
  5. 5. Agenda Display Facebook ads Video Ads on YouTube 5
  6. 6. Agenda Display Facebook ads Video Ads on YouTube 6
  7. 7. But first… A show of hands 7
  8. 8. State of Paid Search 8http://bit.ly/State-of-Paid-Search CPCs across all search engines were on the rise, growing 27.6% YoY
  9. 9. Last-Click Intent based keywords Triggering text ads in SERPs Located next to organic listings 9
  10. 10. Last-Click Intent based keywords Triggering text ads in SERPs Located next to organic listings 10
  11. 11. Last-Click Intent based keywords Triggering text ads in SERPs Located next to organic listings 11
  12. 12. Works if you’re missing impression share Pour in More $$ 12
  13. 13. Not the Right Tactic when Overlap with irrelevant queries Low search volume 13
  14. 14. Give Them Something to Talk About 14
  15. 15. Text Ads are One- Fifth 15
  16. 16. The Funnel 16
  17. 17. Educational Content 18 Be present here
  18. 18. Educational Content 19 Be present here AND Here
  19. 19. Display Network Interest Categories 20
  20. 20. Display Network 21 Interest Categories & Managed Placements
  21. 21. Display Network 22
  22. 22. 23 Case Study Image ads vs. Banner ads Same offer – Free PDF Download 9.34% conv. rate on text ads (3.54% for image ads) 62% difference in conv. rate 23 6 Month Duration Aug. – Jan. 2014
  23. 23. Educational Offer’s Landing Page
  24. 24. Educational Offer’s Landing Page
  25. 25. Agenda Display Facebook ads Video Ads on YouTube 26
  26. 26. 27
  27. 27. 28 Social Context On All Ad Types “Previously, to get the best social context available, advertisers had to purchase sponsored stories in addition to ads. In the future, for example, when you create a Page post photo ad, we will automatically add social context to boost performance and eliminate the extra step of creating sponsored stories.” - Facebook Newsroom 28 http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
  28. 28. Where do you get information? Online reviews Yahoo Answers Wikipedia 29
  29. 29. Facebook Ads 32
  30. 30. Retargeting on Facebook • 28% of U.S. ad impressions – comScore 2012 • Competition could already be there
  31. 31. Targeting by Category 34
  32. 32. The Funnel 35
  33. 33. Agenda Display Facebook ads Video Ads on YouTube 36
  34. 34. Video Ads 188.2 million Americans watched 52.4 billion online content videos in December of 2013 -comScore 37 http://bit.ly/comScore-Videos-Report
  35. 35. Video Ads YouTube.com ranked as the top online video content property in December with 159.1 million unique viewers -comScore 38 http://bit.ly/comScore-Videos-Report
  36. 36. In-search Ads 39
  37. 37. Video Content? 40
  38. 38. 41 Optimize Video Content Channel Description - Keyword optimize your channel description and make sure you describe what people can expect to find in your video content. Video Titles - Be sure to use descriptive keywords in your video titles. Video Descriptions - Start each description with your Website URL. The content within your descriptions is how your rank in the search results. Tags - Tag your videos with relevant keywords. Themes - Group your videos together in thematic sets. Captions - Make sure all of your videos have keyword-optimized captions and transcripts. Geo-Tagging - Each video you upload can be geo-tagged. Geo-tag each video with the geographic region relevant to the video's content. Link Google+ Business Page - Ensure brand page and YouTube are connected. 41
  39. 39. In-stream ads 42
  40. 40. Just Wink – greeting cards 43
  41. 41. KPIs Channel Subscribers Video Views Engagement with Video -Comments, Shares, Like Traffic to Site -Revenue 44
  42. 42. In-display ads 45
  43. 43. Which ad to use? 46
  44. 44. “Similar to” Audience 47 • Attract new customers
  45. 45. Google Case Studies 48
  46. 46. Google Case Studies 49
  47. 47. The Funnel 50
  48. 48. Aha Moment! 51 “Found the solution”
  49. 49. Areas for Testing Overlap interest categories with educational placements on Display Network – attract people in research mode Create tailored lists for Facebook campaigns to drive to unique landing pages on website, and remarket to them on Facebook Utilize “similar to” audience list to show video ads on YouTube to reach prospects 52
  50. 50. 21960 Minnetonka Blvd. Suite 100 Excelsior, MN 55331 email@nordicclick.com 952.460.3333 www.nordicclick.com Contact Us Rachele Cermak

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