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.

Demand more out of PPC
Full lifecycle strategic marketing
Presented by Steve Hammer
President, November 17 2014 RankHammer

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
Steve Hammer, RankHammer@armondhammer
SEARCH
TWO REALITIES

4
Google’s explanation
Search = purchase
Steve Hammer, RankHammer@armondhammer

6
INFORMATIONAL
Learn
TRANSACTIONAL
Do
Steve Hammer, RankHammer@armondhammer
NAVIGATIONAL
Go

7
Search
Rich and complex
Steve Hammer, RankHammer@armondhammer
The WHY behind the
What

8
Source: Google study of Hospital Administrators
Steve Hammer, RankHammer@armondhammer

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
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 Search Stories in Action
Steve Hammer, RankHammer@armondhammer

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
Steve Hammer, RankHammer@armondhammer

14
14 The Challenge – Part one
Steve Hammer, RankHammer@armondhammer

15
INTEL
Rich and complex
Steve Hammer, RankHammer@armondhammer

16
Steve Hammer, RankHammer@armondhammer
ORGANIC
Expanded Angles

17
Steve Hammer, RankHammer@armondhammer
CONTENT
Comments too

18
SOCIAL
Questions asked
Steve Hammer, RankHammer@armondhammer

19
Steve Hammer, RankHammer@armondhammer
RELATED
Google Searches

20
Steve Hammer, RankHammer@armondhammer
20
The Challenge – Part two

21
Targeting
Location
Time
Remarketing
Steve Hammer, RankHammer@armondhammer
Device
Topics
Websites

22
Steve Hammer, RankHammer@armondhammer
LOCATION
Zipcode

23
Steve Hammer, RankHammer@armondhammer
TIME
And Device

24
Steve Hammer, RankHammer@armondhammer
REMARKETING

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
Steve Hammer, RankHammer@armondhammer
26
AdWords can do what?

27
Parameters
Steve Hammer, RankHammer@armondhammer

28
Location bid modifiers
High Value
121%
Steve Hammer, RankHammer@armondhammer
Low Value
48%

29
Steve Hammer, RankHammer@armondhammer
External
Data

30
Extended
Ads
Steve Hammer, RankHammer@armondhammer

31
Steve Hammer, RankHammer@armondhammer

32
Change the conversation
Keywords Purchase
Search
Stories
Steve Hammer, RankHammer@armondhammer
Problem
solving
Full
Exposure

33
Steve Hammer, RankHammer@armondhammer
1910 Pacific Ave #6045
Dallas, TX 75204
214-720-0044
steve@rankhammer.com
@armondhammer
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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

Demand More out of Adwords PPC - Better PPC Marketing Strategy

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