PPC recommendations for user profiling to help you create more relevant ads for your customers.
Channels covered: Google AdWords, LinkedIn Ads, Facebook Ads
2. @rodppc
Working in PPC since 2006
Started Clean Digital in 2012
Mission: Uncomplicate PPC
2018 will bring:
Attribution, Clean Data & Amazon Ads
Stand A4
ABOUT ME
14. @rodppc
1. CUSTOMER LAST
Common Causes of “Customer Last Syndrome”
Over complication
i.e. testing too many things at once, but forgetting the basics
17. @rodppc
2. GET IN THEIR SHOES
Create Multiple User Profiles
Our average B2B client has 6 different customer profiles
And in B2C has 12 individual customer profiles
All with different needs, wants, timeframes, expectations
18. @rodppc
2. GET IN THEIR SHOES
Customer A:
Chef/Restaurant Owner
Microwave breaks mid shift
Searches on mobile for exact
model number
Speed of checkout and
delivery is key
Customer B:
Head office procurement
manager
Needs 20 commercial fridges
for various properties
Cost is key
No brand loyalty
Wants to order over the
phone
Researches for 2 days before
final order made
19. @rodppc
2. GET IN THEIR SHOES
Listen
Surveys
SurveyMonkey, Pollfish, Google Surveys
Feedback
Quarterly Google Surveys
Ask for feedback on ads, website features etc
20. @rodppc
2. GET IN THEIR SHOES
5 second landing page test
https://fivesecondtest.com
25. @rodppc
CRM Integration
Salesforce, Pipedrive etc
Great for “after-click” analysis
Low code solutions
Speak after if you want to talk Google Sheets v Clunky
Marketing Stacks
3. EXECUTION
27. @rodppc
Beyond the Duopoly: Amazon Ads (B2C Ecomm)
In 2017: $2.8bn
In 2018: $4.5bn (projected)
3. EXECUTION
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Social
FB Messenger Ads
Great for complex
products, delivery
questions.
Think Customer A from
earlier
3. EXECUTION
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Social
Lead Ads on Facebook
No need to leave platform
Converts up to 7x better
than LPs
3. EXECUTION
30. @rodppc
Beyond the Duopoly: LinkedIn Ads (B2B Lead Gen)
LinkedIn Ads Typical Layout
3. EXECUTION
31. @rodppc
Lead Gen Ads
Pre-filled with LinkedIn Profile info
CPCs can be quite high but bear in mind high CPCs of regular
“promoted posts”.
No taking users off site: quick & easy
32. @rodppc
Sponsored InMail
75%+ Open Rate & very good CTR%
Low CPO (cost per open) and lower CPS (cost per send)
Under £0.30 and £0.25
Time of Send: no ad scheduling
Brief, to the point, inobtrusive and clearly offer value
33. @rodppc
Thanks & stop by and see myself
and Emi at stand A4 with any follow
on questions!
THANKS