Paolo Vidali presents pay per click advertising strategies based on user experience, delving into post-click marketing and psychology. Presented at Hero Conf 2014 in Austin, Texas.

1. IF YOU BUILD IT
User Focused Strategies
for PPC Advertising

2. Paolo Vidali
Director of Technology &
Senior Digital Marketing
Strategist
@PaoloRobot

3. WHAT ARE WE
TALKING
ABOUT?

4. FIGURING OUT
VISITORS USING
DATA

5. WE HAVE ACCESS
TO ON-SITE STATS.
LOTS OF EM.

6. BUT WHAT
ABOUT THE
PSYCHOLOGY
OF INTENT?

8. PPC

9. NEGATIVE
KEYWORDS

10. FOLLOW THE ENTIRE
CONVERSION PATH

11. DETERMINE INTENT
THROUGH MEASUREMENT

12. What we really need to do to design, is look at the
extremes, the weakest, or the person with arthritis, or
the athlete, or the strongest or the fastest person.
Because if we understand what the extremes are, the
middle will take care of itself.
DAN FORMOSA, SMART DESIGN
“
”

13. FIND
THE
OUTLIERS

14. USE ANALYTICS
TO FIND THE REAL
PEOPLE >>>

15. DIG
INTO
DATA

16. LET’S CHANGE
OUR WAY OF
THINKING

17. THE WEB IS A GIANT EGG.

18. THESE ARE YOUR USERS

19. HOW DO WE KNOW
WHERE TO BEGIN?

20. ASK.

21. DID WE GET TO THE MOON?
WE DID.

22. THE WORLD
IS YOUR
STAGE
THE WORLD
IS YOUR
STAGE

23. LET’S MAKE
YOUR ACCOUNTS
BETTER

24. IT WILL
SAVE YOUR
CLIENTS
MONEY
IT WILL
SAVE YOUR
CLIENTS
MONEY

25. YOU WILL SLEEP
BETTER AT NIGHT

26. ANY QUESTIONS?

27. THANK YOU
KINDLY.
Find me
@PaoloRobot
http://www.slideshare.net/PaoloVidali