Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji
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PPC can have a pretty significant impact on brand and subsequently on overall revenue. Let’s explore three different ways some of our best-loved brands leverage PPC to win hearts and dollars. From MozTalk Philadelphia, April 2016
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Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji
- 1. Clever ways powerful brands use PPC Purna Virji @purnavirji
- 3. SHOW ME
- 5. Subliminal brand exposure can cause people to act in specific ways. @PurnaVirji
- 7. 7Presentation title — edit on Slide Master using Insert > Header & Footer Me too.
- 8. Clever ways powerful brands use PPC Make your customers’ life easier Show your customers you care Make it easy to be a loyal customer
- 9. Make your customers’ life easier
- 10. Be prepared for voice search Make your customer’s life easier US smartphone users who use mobile personal assistants 38% 39% 59% 71% Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014@PurnaVirji 18-29 30-43 44-53 54+
- 11. 41.6% 19% 18.7% 9.5% 11.3% 6 months to a year ago Within the last 6 months 1 to 2 years ago 2 to 3 years ago More than 3 years ago When did you first start using voice/search commands? MindMeld Survey, December 2015@PurnaVirji Be prepared for voice search Make your customer’s life easier
- 12. Be prepared for voice search Make your customer’s life easier @PurnaVirji Where can I buy bobby brown makeup
- 13. Be prepared for voice search Make your customer’s life easier @PurnaVirji
- 14. Be prepared for voice search Make your customer’s life easier @PurnaVirji
- 15. Be prepared for voice search Make your customer’s life easier @PurnaVirji “Show me you send the wrong bags.”
- 16. I need a blue women’s sun hat made of canvas, size large. Here’s what I found on the web for “a women’s sun hat made of canvas, white size large.”
- 17. Be prepared for voice search Make your customer’s life easier Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014@PurnaVirji 135% 7% 79% 75% 40% 81% 60% 0% 20% 40% 60% 80% 100% 120% 140% 160% Who What When Where Why How Total
- 18. Be prepared for voice search Make your customer’s life easier Question phrases = voice search degree of intent Where When How What/whoInterested Ready to act @PurnaVirji
- 19. Mobile voice search is more likely to be local-based than text search. 3X @PurnaVirji Be prepared for voice search
- 21. Sitelink extensions Make your customer’s life easier Organize according to product collections @PurnaVirji
- 22. Sitelink extensions Make your customer’s life easier @PurnaVirji Organize by customer’s stage of interest
- 23. Sitelink extensions Make your customer’s life easier Organize according to customer’s need @PurnaVirji
- 24. Sitelink extensions Make your customer’s life easier Organize according to customer’s need @PurnaVirji
- 25. Sitelink extensions Make your customer’s life easier Random, disorganized categories are not helpful. @PurnaVirji
- 26. Sitelink extensions Make your customer’s life easier Don’t forget call and location extensions! @PurnaVirji
- 27. of smartphone searchers have used a store locator or ad extension to help find a local store1 One tap to maps and directions 76% Be prepared for voice search Make your customer’s life easierLocation, location, location
- 28. Update 3rd party listings Show your customers you care @PurnaVirji
- 29. Shopping Campaigns Make your customer’s life easier It’s an Instagram world. Show all of the pictures. @PurnaVirji
- 31. Answer their questions Make your customer’s life easier @PurnaVirji
- 32. Answer their questions Make your customer’s life easier @PurnaVirji
- 33. Show your customers you care
- 34. Silly mistakes can cost you
- 35. Be location wise Show your customers you care @PurnaVirji
- 36. Be timely Show your customers you care @PurnaVirji
- 37. Be mobile mindful Show your customers you care @PurnaVirji
- 40. They believe you will put things right. 40 @PurnaVirji Professor Andrew Ehrenberg
- 41. Anticipate issues Show your customers you care @PurnaVirji
- 42. Anticipate issues Show your customers you care @PurnaVirji
- 43. Anticipate issues Show your customers you care @PurnaVirji
- 45. Offer good content Show your customers you care @PurnaVirji
- 47. Offer good content care @PurnaVirji
- 48. Offer good content Show your customers you care @PurnaVirji
- 49. Make it easy to be a loyal customer
- 51. Smart remarketing Make it easy to be a loyal customer Time for more Clinique Repairwear? Ad Clinique.com 302,500+ followers on Twitter Free shipping on purchase of $55. Shop Now. Buy Repairwear Now Shop Makeup The eye cream of your dreams, now available in daytime Have a little colour or have a lot. Shop your favorite makeup.
- 52. Smart remarketing Make it easy to be a loyal customer
- 53. Show up for the competition Make it easy to be a loyal customer @PurnaVirji
- 54. Show up for the competition Make it easy to be a loyal customer @PurnaVirji
- 55. Show up for the competition Make it easy to be a loyal customer @PurnaVirji
- 57. Engage with them Make it easy to be a loyal customer @PurnaVirji
- 58. Engage with them Make it easy to be a loyal customer @PurnaVirji • Drive customers to contests • Announce giveaways • Offer app downloads • Announce store events/openings • New product launches • Offer recipes, how-tos and other useful content
- 59. Give back Make it easy to be a loyal customer @PurnaVirji
- 60. Give back Make it easy to be a loyal customer @PurnaVirji
- 61. Marketing is no longer about the stuff that you make but about the stories that you tell. 61 @PurnaVirji Seth Godin
- 62. Clever ways powerful brands use PPC Make your customers’ life easier Show your customers you care Make it easy to be a loyal customer
- 64. Thank you!
- 65. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.
Editor's Notes
- Just how powerful are brands and how much are we influenced by them? Do you think a brand can influence behavior outside of purchase preference? Put another way, will seeing the North Face brand make me want to take up hiking in the snow?
- Can a brand influence behavior outside of purchase preference? Put another way, will seeing the North Face brand make me want to take up hiking in the snow? In what ways are you influenced by brands? What makes a brand powerful? A few years ago some researchers at Duke University conducted an experiment with 341 students. The students were made to complete what they believed was a visual acuity test…
- …during which either an Apple logo <click> or IBM logo <click> flashed on the screen for a second, so quickly that they were unaware they had been exposed to the logo. <click, and both logos float onto the screen> The participants then completed a task designed to evaluate how creative they were, listing all of the uses they could think of for a brick. Are you surprised to hear that those students exposed to the Apple logo came up with not just more uses, but more creative uses?
- This is evidence that subliminal brand exposure can cause people to act in specific ways. The experiment was also done using the Disney Channel logo and the E! logo – and the students were tested on their degree of honesty and dishonesty. Which logo exposure led to more honesty? Branding matters.
- This whole “branding” thing can seem nebulous and not really anything for us to worry about with its unintuitive KPIs. Us PPCers have specific goals and KPIs. We’re a very important channel to our clients. Hands up if you’ve ever thought to yourself how nice it would be to be a brand marketer and not be responsible for revenue dollars.
- Me too! My hand is up! I’ve definitely put brand advertising via PPC at a very low priority. I’d much rather swashbuckle my way through conversions that have an obvious impact on the bottom line. BUT that’s just plain wrong.
- Here’s the truth: Brand advertising via PPC DOES impact the bottom line. <click> Tonight we’re going to look at how clever brands use PPC for impact – so that we might go back to our desks tomorrow and take a fresh look at how we’re using PPC for our own brands. <click> Here’s three key ways to build a strong brand – Make your customer’s life easier, Show your customers you care, and Make it easy to be a loyal customer. Let’s break down how PPC can support all three of these key points.
- Top brands understand their audiences really well. And what’s true of pretty much every audience right now? We’re all looking for the fast fix, so if there is a way a brand can make it easy for us to find what we need, to get something done – that brand is going to win my heart. The first way we can make our customer’s life easier is by getting a jump on voice search and voice inputs. Why does this matter? Voice search is easier than text input. We all know this – we can speak something much more naturally than we can type it.
- Anybody here using voice search regularly? Raise your hand if you’re using voice search on your smartphone. What about on your laptop or desktop? Most of you are probably in the 30-53 age group – which means I should’ve seen a lot more hands up! [Adjust this statement to whatever you see in the response from your audience.] I want to point out that this stat, the most recent I could find, comes from late 2014 – not that long ago, but as this technology changes so freaking fast, it might actually be a stone age. Because look at this:
- Most folks just started using voice search and voice commands in the last 6 months! This stat is from just three months ago – so logically speaking, there are now A LOT more people using the personal assistant on their smartphone. Friends, this topic is extremely timely. Source: http://searchengineland.com/mindmeld-launches-voice-assistant-2-0-says-voice-search-growing-dramatically-238130
- Here’s the obstacle that brands face when adjusting to voice input for PPC – the obstacle is that we will turn this easy input into a complicated problem because we haven’t adjusted for it. I’m going to walk you through a true example and this is your cautionary tale. I did a voice search on Cortana on my desktop for Bobbi Brown makeup. <click> I noticed that Cortana spelled “Bobbi Brown” differently than the brand name but I thought nothing of it…
- …until the SERP opened and I saw this. As an advertiser, I’m bummed there are no PPC ads here (Hooray for the shopping campaigns, though!). So I clicked here <click> on the brand spelling of Bobbi Brown.
- And this is what happened – lots of paid ads for Bobbi Brown. What went wrong here? It would appear that the Bobbi Brown paid search managers were not accounting for different spellings of the brand, and this is something that will happen in huge ways as our voice inputs become more common.
- What about brands that are not an English word? Cortana did much better here with Yves St. Laurent than Siri did, but the variability in pronunciation means that we can’t count on voice search getting it right every time – at least not for a while. Advertisers need to anticipate these issues and commit some time to resolving the voice search picture for their brands. What can you do?
- First, adjust for natural language. Natural language shows intent more strongly. We’re looking at an example of a text search. While we digital marketers think we can draw some conclusions based on these words, we actually have no idea if this searcher wants to buy or is doing research on costumes for a play and wants to know what this hat would look like. <click> This is the voice search for the same thing, on Cortana’s desktop. Suddenly we have the words “I need.” This is significant for your keyword list. <click> And this is a voice search on Siri. The interesting thing I discovered when I was putting this together is that Siri removes the intent words like “I need” or “I want” or even “Find me.” Her web search, which is powered by Bing, goes straight to the product search. <click> But Cortana keeps those words when the search opens the search results page.
- Second, take a close look at question phrases. When you type a search, you use computer language – “Bahamas vacation deals” for example. When you speak a search, you use your own language: “What are some Bahamas vacation deals for February.” Or “How much does it cost to fly to the Bahamas?” Question phrases are a huge key for advertisers, because they signal intent more deeply than text input can: Source: Growth % from Bing Internal data + this article: http://searchenginewatch.com/sew/how-to/2383498/how-will-voice-search-impact-a-search-marketers-world
- The question phrase being used is a direct indication of the degree of intent of the searcher. As advertisers, this one signal, these keywords, can help set your budget and bid priorities. You might not what to bid on keyterms such as “Who lives in the Bahamas?” But you would want to bid on “What airline flies direct to the Bahamas?” – especially if you’re looking to adjust to the new world of voice search.
- Finally, voice search is more local. This is closely related to the fact that most smartphone searches are also local. What does this mean for local businesses? It means you need to sharpen your approach, because voice search is rapidly becoming the way your customers will find you. The stat came from this article: https://searchenginewatch.com/sew/opinion/2296905/how-will-voice-search-change-seo-for-local-stores-global-enterprises. I looked for and could not find the original research report.
- Another way we can make our customer’s lives easier is with sitelink extensions, and Enhanced Sitelinks especially. But depending on how thoughtful we are with our extensions, they can be not at all helpful or the reason your conversions go up. Let’s look at what that means.
- This set of enhanced sitelinks organizes by product collection, with the addition of a pop of interest for the NEW product. Bobbi Brown probably knows that their shoppers are savvy enough to know exactly what the “Telluride Collection” means, and that their shopper could actually ask for it by name.
- What about enhanced sitelinks organized according to your customer’s stage of interest. This is brilliant. Clinique is acknowledging that some shoppers are here just to buy the makeup they always order – so “Shop Makeup” is the first sitelink offered. But other visitors have come just to see what’s new, some have come to do research on the quality of skincare that Clinique offers, and probably everyone is going to get after that discount if they possibly can. Organizing your sitelinks by your customer’s stage of interest also boosts brand by showing your customer that you care. We’ll talk more about that piece later.
- Here’s something smart: Organizing sitelinks according to what you already know your customers need. Harley Davidson knows that by the time a potential customer comes to their website, that individual is beyond looking at pretty pictures of the bike – they’re ready to schedule a test ride or estimate payments.
- Of course Moz does this brilliantly too.
- What is going on with this ad? First off, you can see how anemic the regular sitelinks look against the enhanced sitelinks we were looking at on the previous sides. There’s no reason not to be using enhanced sitelinks. Second, the sitelink topics are random and possibly even bizarre. We have a mix of product, social media and spokesperson content. This is not likely to be making anyone’s life easier.
- For brands targeting by geography, and who have a local presence, including call extensions and location extensions is a must. As our searches move from desktop to mobile, we know that local searches take the lead – and conversions on a local search happen within 5 hours of the search (source: Microsoft Internal research). Including call and location extensions helps shorten that conversion cycle for your customer.
- One of the top reasons that consumers use mobile search when they are on the go is to find locations and directions – leading directly to in-store purchases. 25% of smartphone users consider location the most important factor when looking for information. Nielsen Digital Consumer Report, http://www.slideshare.net/tinhanhvy/the-digital-consumer-report-2014-nielsen DigitasLBI, http://www.digitaslbi.com/PageFiles/45565/infographie-en-final-globale_040214.jpg xAd: Mobile path to purchase
- Personal example from Easter weekend. My mom and I finally had some free time, I had birthday money and a babysitter (v rare!). Ideal shopping time. Checked the listing for my local Nordstrom’s, showed as open. Reached the store and the entire mall was closed. Super annoyed! But there is a Trader Joe’s nearby so I checked to see if they were open and they had put up their shorter Easter hours – they’d stayed on top of their 3rd party listings and I appreciated that very much. <click> For a brand to see where they need to be keeping up with their 3rd party listings, do a search and see what comes up. Then make sure all the 3rd party data is accurate.
- Your third way to make your customer’s life easier: Frankly, I’m surprised more brands aren’t using shopping campaigns, given the direction we’re going toward an all-pictures all the time daily life. We love the pictures, and Shopping Campaigns make for easy browsing, which we also love to do.
- When people are looking for your service but not necessarily your brand, you can still make their lives easier by sharing answers to Qs they may have.
- Of course you’re showing up for branded searches or searches directly asking for your product. But what about being helpful to your customers by answering their questions with information you have to share. Bidding on these keywords is good for your brand.
- This also helps you show up for long-tail queries, which are another aspect of voice search that is becoming more critical.
- When people are looking for your service but not necessarily your brand, you can still make their lives easier by sharing answers to Qs they may have.
- Is your PPC ad serving in multiple countries? Avoid a mess-up like this one. This was an actual SERP result found by the one and only Jenn Slegg of the SEM Post.
- Update ads with seasonal elements.
- The mobile screen isn’t always easy to work with, is it? You can show your customer you care by making it as easy as possible. You do this two ways: First, by giving them call or location or sitelink extensions (or preferably all of them) in your ads so they can click to you quickly. The other thing you do is you ensure that mobile-preferred ads are serving.
- When people are looking for your service but not necessarily your brand, you can still make their lives easier by sharing answers to Qs they may have.
- Let’s talk disaster-preparedness for a minute– touch upon my story about being in the Atlanta airport during a bomb scare, and the airport staff was woefully unprepared.
- If you can anticipate issues and show up when your customers are venting, you win. Professor Andrew Ehrenberg of South Bank Business School says that people trust strong brands more. They forgive your mistakes more easily. They believe you will put things right.
- Monsanto should be ensuring they’re running ads on these keywords, with content that supports their position on publicly held views. Broad match bidding can also help PR with brand protection. Broad match Search query reports can help to spot trends like recalls, PR folks can scrub through SQR’s to spot any concerning trends.]
- Content marketing is a key way for brands to build loyalty, and PPC is an excellent way to get the content to the audience. Serving ads on keyterms that support the content you have gives you the chance to support your audience with info they really want.
- This also helps you show up for long-tail queries, which are another aspect of voice search that is becoming more critical.
- Content marketing is a key way for brands to build loyalty, and PPC is an excellent way to get the content to the audience. Serving ads on keyterms that support the content you have gives you the chance to support your audience with info they really want.
- Why is this a boss move? Use PPC ads to send traffic to informational content like help articles Use as lead gen (can send people to email sign-ups) Can help your SEO, Content and Social teams promote content– pay it forward! KPIs—content impressions, lead form fills, micro-conversions
- You liked us enough to buy once – how would you like to buy again? Show them more of what they like over time and they’ll be more attuned to choosing your brand, as long as you’ve served them well.
- What about remarketing based on how long it’s been since the purchase of a product? This tactic can be seen as helpful as opposed to overtly sales-y, and help build brand loyalty. Think of how Amazon does it with their handy emails. And as a result we just keep going back to Amazon. Even if they don’t have the lowest price….BTW that happens more than one would think.
- http://money.usnews.com/money/the-frugal-shopper/2015/11/23/why-amazon-isnt-always-the-cheapest-option
- Remember when the iPhone 6S launched?
- Samsung did an excellent thing when they ran these PPC ads at the launch of the iPhone 6s, and during bend-gate. They used humor, and it wasn’t mean-spirited, which meant they got a lot of attention and goodwill as well as a ton of PR and social media attention. Great for brand!
- You liked us enough to buy once – how would you like to buy again? Show them more of what they like over time and they’ll be more attuned to choosing your brand, as long as you’ve served them well.
- Engaging with the customer is the best way to make it easy for them to be loyal to your brand. Send them to your social media pages, either via sitelinks or if I could share something new and exciting that’s piloting at Bing Ads now- Social extensions. With social extensions you can sort customers directly to the appropriate channel. Some companies will have a separate Facebook or Twitter page for complaints, in order to keep them out of the main feed – so for ads serving on problems with the product or brand, you can include the correct social media URL for them.
- .You can also use social extensions to drive customers to contests, giveaways and app downloads. Keep them up to date with ad copy about new openings or product launches, in-store events, recipes, how-tos and other useful content. All of this is part of brand-building with your PPC campaign.
- Here’s one way to give back to your customer, and this particular effort is also a huge branding opportunity. I love how L’Oreal is associating themselves with empowering women. And most of their customers will like this as well. They’re giving back to their customers by honoring the women they care about.
- To create loyal customers, the best brands give back with offers and deals for their customers. Clinique is giving back with not one offer, but two! It’s easy to be loyal when you get a free tote with your purchase.
- And we come full circle, to that place where we started, wondering how in the world PPC can impact brand. Your paid search campaigns are a chapter in your brand’s story, and you have an unlimited number of ways to write that chapter, to contribute to the brand.
- Here’s the truth: Brand advertising via PPC DOES impact the bottom line. <click> Tonight we’re going to look at how clever brands use PPC for impact – so that we might go back to our desks tomorrow and take a fresh look at how we’re using PPC for our own brands. <click> Here’s three key ways to build a strong brand – Make your customer’s life easier, Show your customers you care, and Make it easy to be a loyal customer. Let’s break down how PPC can support all three of these key points.
- Branding isn’t just for the birds. Want to chat more? Say hi on Twitter.