SlideShare a Scribd company logo
personas & ppc 
sell with emotion 
aaron levy 
@bigalittlea
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
…personas?
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
single shermy 
marciemom 
wild woodstock
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
single shermy 
impulsive 
price focus 
one-and-done 
no coi 
marciemom 
wild woodstock
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
single shermy 
marciemom 
shopper 
value focus 
brand loyal 
small coi 
wild woodstock
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
single shermy 
marciemom 
informer 
attribute focus 
brand leader 
huge coi 
wild woodstock
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
buyers 
shoppers 
sellers
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
$ $ $ $ 
buyers 
shoppers 
sellers 
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
“80% of revenue 
from 20% of 
customers”
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
more 20%’ers!
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
bed computer 
batphone
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
life changing 
decisions 
aren’t made 
on 4 inch 
screens
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
flickr.com/photos/75791159@N02/ 
…but they probably start there
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
i am an 
attribution 
nightmare
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
buyers 
shoppers 
sellers
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
we’re worth it
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
identifying 
behaviors
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
made up my mind already 
buy widget 1312 
brand free shipping 
cheapest widget 
buyers 
bottom of funnel terms 
ab-cart retargeting 
low-risk value propositions
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
buyers 
bottom of funnel terms 
ab-cart retargeting 
low-risk value propositions 
foineeeeeeeeeeee 
Save 10% on that thing you looked at before. 
Come onnnn. They’re pants! You NEED pants!
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
eh whatever it’s easy. 
simple forms 
free/expedited shipping 
“just get ‘emin the door”’ 
buyers 
bottom of funnel terms 
ab-cart retargeting 
low-risk value propositions
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
low hanging 
fruit is always 
the smallest
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
buyers 
shoppers 
sellers 
comparison & volume terms 
social nurturing 
promoted content
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
ineed to solve a problem… 
widget 1312 reviews 
best widget 
widget types 
shoppers 
comparison & volume terms 
promoted content 
social nurturing
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
what would my friends do? 
newsfeed retargeting 
non-creepy twitter cards 
shoppers 
comparison & volume terms 
social nurturing 
Promoted content
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
what do ineed to know? 
promoted posts 
education-driven landing pages 
email retargeting 
shoppers 
comparison & volume terms 
social nurturing 
promoted content
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
querying queries 
trusted wommarketing 
attribute driven 
buyers 
shoppers 
sellers
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
learning before buying 
who-what-where-when-why 
high volume, low converting 
sellers 
querying queries 
trusted wommarketing 
attribute driven
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
trusted sources inform decisions 
re-marketing as a research tool 
layered display campaigns 
informed content 
sellers 
querying queries 
trusted wommarketing 
attribute driven
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
trusted sources inform decisions 
re-marketing as a research tool 
layered display campaigns 
education & content marketing 
sellers 
querying queries 
trusted wommarketing 
attribute driven
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
iwant the best, not the cheapest 
unique value propositions 
transparency & clarity 
proof (not reviews) 
sellers 
querying queries 
trusted wommarketing 
attribute driven
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
I DON’T CARE
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
iwant the best, not the cheapest 
unique value propositions 
transparency & clarity 
proof (not reviews) 
sellers 
querying queries 
trusted wommarketing 
attribute driven
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
WAT?
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
iwant the best, not the cheapest 
unique value propositions 
transparency & clarity 
proof (not reviews) 
sellers 
querying queries 
trusted wommarketing 
attribute driven
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
$ $ $ $ 
buyers 
shoppers 
sellers 
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
converting 
conversions
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
broad 
phrase 
exact
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
buyers 
shoppers 
sellers
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
flickr.com/photos/madaise 
they gave a little
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
Let’s get emto give a lot more picture 
Flickr.com/photos/theeerin 
let’s 
make 
it rain.
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
get more out 
of buyers
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
Coming up on q4, I bet you have q4 only customers
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
who are they 
shopping for?
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
540days!!
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
WAKE 
THEM 
UP! 
flickr.com/photos/riteshm/
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
the never 
expiring 
list:
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
learn 
about 
shoppers
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
visitor comes to your site 
visitor added to a list 
visitor 
leaves 
your ad displays across the Google Display Network 
visitor returns to your site and gives you all their money
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
flickr.com/photos/bigtallguy/ 
stalk 
them
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
learn 
their loves
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL 
talk to their friends
ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL 
vary 
success 
metrics
NYC 
SF 
ATL 
PHL 
ELITESEM.COM 
FLL
thank you! 
aaron levy 
@bigalittlea

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targeting the "seller" persona with PPC

  • 1. personas & ppc sell with emotion aaron levy @bigalittlea
  • 2. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL …personas?
  • 3. NYC SF ATL PHL ELITESEM.COM FLL single shermy marciemom wild woodstock
  • 4. NYC SF ATL PHL ELITESEM.COM FLL single shermy impulsive price focus one-and-done no coi marciemom wild woodstock
  • 5. NYC SF ATL PHL ELITESEM.COM FLL single shermy marciemom shopper value focus brand loyal small coi wild woodstock
  • 6. NYC SF ATL PHL ELITESEM.COM FLL single shermy marciemom informer attribute focus brand leader huge coi wild woodstock
  • 7. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers
  • 8. NYC SF ATL PHL ELITESEM.COM FLL $ $ $ $ buyers shoppers sellers $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
  • 9. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL “80% of revenue from 20% of customers”
  • 10. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL more 20%’ers!
  • 11. NYC SF ATL PHL ELITESEM.COM FLL
  • 12. NYC SF ATL PHL ELITESEM.COM FLL
  • 13. NYC SF ATL PHL ELITESEM.COM FLL
  • 14. NYC SF ATL PHL ELITESEM.COM FLL bed computer batphone
  • 15. NYC SF ATL PHL ELITESEM.COM FLL
  • 16. NYC SF ATL PHL ELITESEM.COM FLL
  • 17. NYC SF ATL PHL ELITESEM.COM FLL
  • 18. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL life changing decisions aren’t made on 4 inch screens
  • 19. NYC SF ATL PHL ELITESEM.COM FLL flickr.com/photos/75791159@N02/ …but they probably start there
  • 20. NYC SF ATL PHL ELITESEM.COM FLL
  • 21. NYC SF ATL PHL ELITESEM.COM FLL
  • 22. NYC SF ATL PHL ELITESEM.COM FLL
  • 23. NYC SF ATL PHL ELITESEM.COM FLL
  • 24. NYC SF ATL PHL ELITESEM.COM FLL
  • 25. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL i am an attribution nightmare
  • 26. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers
  • 27. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL we’re worth it
  • 28. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL identifying behaviors
  • 29. NYC SF ATL PHL ELITESEM.COM FLL made up my mind already buy widget 1312 brand free shipping cheapest widget buyers bottom of funnel terms ab-cart retargeting low-risk value propositions
  • 30. NYC SF ATL PHL ELITESEM.COM FLL buyers bottom of funnel terms ab-cart retargeting low-risk value propositions foineeeeeeeeeeee Save 10% on that thing you looked at before. Come onnnn. They’re pants! You NEED pants!
  • 31. NYC SF ATL PHL ELITESEM.COM FLL eh whatever it’s easy. simple forms free/expedited shipping “just get ‘emin the door”’ buyers bottom of funnel terms ab-cart retargeting low-risk value propositions
  • 32. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL low hanging fruit is always the smallest
  • 33. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers comparison & volume terms social nurturing promoted content
  • 34. NYC SF ATL PHL ELITESEM.COM FLL ineed to solve a problem… widget 1312 reviews best widget widget types shoppers comparison & volume terms promoted content social nurturing
  • 35. NYC SF ATL PHL ELITESEM.COM FLL what would my friends do? newsfeed retargeting non-creepy twitter cards shoppers comparison & volume terms social nurturing Promoted content
  • 36. NYC SF ATL PHL ELITESEM.COM FLL what do ineed to know? promoted posts education-driven landing pages email retargeting shoppers comparison & volume terms social nurturing promoted content
  • 37. NYC SF ATL PHL ELITESEM.COM FLL querying queries trusted wommarketing attribute driven buyers shoppers sellers
  • 38. NYC SF ATL PHL ELITESEM.COM FLL learning before buying who-what-where-when-why high volume, low converting sellers querying queries trusted wommarketing attribute driven
  • 39. NYC SF ATL PHL ELITESEM.COM FLL trusted sources inform decisions re-marketing as a research tool layered display campaigns informed content sellers querying queries trusted wommarketing attribute driven
  • 40. NYC SF ATL PHL ELITESEM.COM FLL
  • 41. NYC SF ATL PHL ELITESEM.COM FLL trusted sources inform decisions re-marketing as a research tool layered display campaigns education & content marketing sellers querying queries trusted wommarketing attribute driven
  • 42. NYC SF ATL PHL ELITESEM.COM FLL iwant the best, not the cheapest unique value propositions transparency & clarity proof (not reviews) sellers querying queries trusted wommarketing attribute driven
  • 43. NYC SF ATL PHL ELITESEM.COM FLL I DON’T CARE
  • 44. NYC SF ATL PHL ELITESEM.COM FLL iwant the best, not the cheapest unique value propositions transparency & clarity proof (not reviews) sellers querying queries trusted wommarketing attribute driven
  • 45. NYC SF ATL PHL ELITESEM.COM FLL WAT?
  • 46. NYC SF ATL PHL ELITESEM.COM FLL iwant the best, not the cheapest unique value propositions transparency & clarity proof (not reviews) sellers querying queries trusted wommarketing attribute driven
  • 47. NYC SF ATL PHL ELITESEM.COM FLL $ $ $ $ buyers shoppers sellers $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
  • 48. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL converting conversions
  • 49. NYC SF ATL PHL ELITESEM.COM FLL broad phrase exact
  • 50. NYC SF ATL PHL ELITESEM.COM FLL buyers shoppers sellers
  • 51. NYC SF ATL PHL ELITESEM.COM FLL flickr.com/photos/madaise they gave a little
  • 52. NYC SF ATL PHL ELITESEM.COM FLL Let’s get emto give a lot more picture Flickr.com/photos/theeerin let’s make it rain.
  • 53. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL get more out of buyers
  • 54. NYC SF ATL PHL ELITESEM.COM FLL Coming up on q4, I bet you have q4 only customers
  • 55. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL who are they shopping for?
  • 56. NYC SF ATL PHL ELITESEM.COM FLL
  • 57. NYC SF ATL PHL ELITESEM.COM FLL 540days!!
  • 58. NYC SF ATL PHL ELITESEM.COM FLL WAKE THEM UP! flickr.com/photos/riteshm/
  • 59. NYC SF ATL PHL ELITESEM.COM FLL the never expiring list:
  • 60. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL learn about shoppers
  • 61. NYC SF ATL PHL ELITESEM.COM FLL visitor comes to your site visitor added to a list visitor leaves your ad displays across the Google Display Network visitor returns to your site and gives you all their money
  • 62. NYC SF ATL PHL ELITESEM.COM FLL flickr.com/photos/bigtallguy/ stalk them
  • 63. NYC SF ATL PHL ELITESEM.COM FLL learn their loves
  • 64. NYC SF ATL PHL ELITESEM.COM FLL talk to their friends
  • 65. ELITESEM.COM NYC SF ATL PHL FLL CONFIDENTIAL vary success metrics
  • 66. NYC SF ATL PHL ELITESEM.COM FLL
  • 67. thank you! aaron levy @bigalittlea