PPC in an Omni-Channel World The path to purchase online is changing and becoming more complex. Consumers are hopping across channels and platforms at a rapid pace before converting; between desktops, laptops, tablets, and mobile, online and offline. With a linear purchase funnel less common, capturing and measuring sales is an increasing challenge for Marketers. Join us in the this session to discuss PPC tactics across channels and how you can expand and measure PPC in an Omni-Channel World: Pitfalls that will kill your PPC campaigns Critical considerations to taking campaigns across platforms Easy steps to launch and optimize towards increased ROI How to more fully measure conversions even when the path to purchase isn't straightforward How to attribute value across the multiple channels and touchpoints Upcoming improvements in AdWords to help measure the whole consumer journey

1. San
Francisco
•
September
10–13,
2013
•
#SESSF
@SESConf
PPC in an Omni-Channel
World
Lisa
Raehsler
Big
Click
Co.
Founder,
SEM
Strategy
Consultant

2. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Agenda
1. PiBalls
That
Kill
Your
PPC
Campaigns
2. Design
For
Audience
Behaviors
3. Examples
of
Audience
Behaviors
With
AcNon
Plans

3. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Pi=alls
Can
Kill
Your
PPC
Campaigns

4. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
PiBall
#1
• Ignoring
trends,
data,
and
reporNng:
failure
to
evolve
• Solved:
Awareness
of
the
consumer
behavior
across
devices
@LisaRocksSEM

5. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
PiBalls
#2
• Lack
of
measurement
and
tracking
• Solved:
No
limits!
– Relevant
visitor
behavior
– MulNple
conversion
acNons
– Micro-­‐conversions
– Conversion
across
mulNple
accounts
– Online
to
offline
@LisaRocksSEM

6. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
PiBall
#3
• Different
channels,
different
stories
• Solved:
Consistency
in
branding
yet
messaging
customiza=on
to
the
channel
@LisaRocksSEM

7. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
IdenCfy
&
Create
Omni-­‐channel
Campaign
OpportuniCes
EXAMPLES

8. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Design
For
Audience
Behaviors
User
Behaviors
Define
Audiences
• How
do
they
search?
• LocaNon?
• Devices
they
use?
• Sites
they
visit?
@LisaRocksSEM

9. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
IdenNfy
Audience:
Mobile
+
LocaNon
+
Offline
• Individuals
searching
from
mobile
devices
are
clicking
on
paid
ads,
are
converNng
on
the
dealership
locator
more
than
the
site
average.
• Top
states
include
CO,
ME,
WA
@LisaRocksSEM

10. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
AssumpNon
Individuals
may
be
planning
to
visit
a
dealership
@LisaRocksSEM

11. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Capture
Opportunity
• AcCon
plan
• Increase
bid
modifier
for
mobile
to
increase
visibility
• Increase
bid
modifier
on
top
states:
CO,
ME,
WA
• Create
ad
copy
to
mobile
+
locaNon
• Use
dealerships
for
locaNon
extensions
or
show
on
landing
page
@LisaRocksSEM

12. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
IdenNfy
Audience:
Mobile
+
Keyword
+
Phone
• Top
visits
from
mobile
by
keywords
center
around
a
parNcular
product
and
applicaNon,
yet
they
visitors
don’t
sNck
around
long.
@LisaRocksSEMWhen SSL search is employed (e.g., if the user is signed in to a Google account,
or using the Firefox search bar), Keyword will have the value (not provided).

13. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
AssumpNon
Visitors
can’t
find
the
products
they’re
looking
for
@LisaRocksSEM

14. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Capture
Opportunity
• AcCon
Plan
• Create
a
specific
campaign
with
top
mobile
keywords
• Bid
modifier
to
increase
mobile
bid
(max
+300%)
• Mobile
version
ad
copy
• Mobile
friendly
landing
page
showing
this
product
and
way
to
convert
• Click-­‐to-­‐call
call
extensions
to
help
order
products
@LisaRocksSEM

15. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
IdenNfy
Audience:
Social
+
Content
• The
social
network,
Facebook,
drives
the
most
traffic
to
the
site
• Other
stats
show
these
visitors
stay
on
longer
than
site
average
@LisaRocksSEM

16. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
AssumpNon
AdverNser’s
target
audience
is
also
interested
in
Facebook
@LisaRocksSEM

17. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Capture
Opportunity
• AcCon
plan:
• Facebook
ads
• Design
a
“Facebook”
themed
display
campaign
to
reach
this
audience
on
sites
in
GDN-­‐
Banner
ads
• Use
Google
Display
Planner
tool
@LisaRocksSEM

18. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
IdenNfy
Audience:
Email
+
Content
• Email
is
driving
loyalty
program
acquisiNons,
but
sales
following
program
conversion
are
lagging
to
90
days.
@LisaRocksSEM
≠

19. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
AssumpNon
Customers
are
interested
enough
to
join
the
loyalty
program
but
not
to
repeat
purchase
right
away
@LisaRocksSEM

20. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Capture
Opportunity
• AcCon
plan:
• ConNnue
to
use
email
• Retarget
converters
• Tag
confirmaNon
page
and
conNnue
the
conversaNon.
• List:
<=30
days
membership
duraNon
• Present
different
messaging
• For
example,
“club
members
get
15%
off
online”
to
encourage
more
immediate
sales.
• Emphasize
urgency
@LisaRocksSEM

21. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
Secret
Sauce
To
Omni-­‐Channel
Success
1. Look
at
user
behavior
to
define
audiences
2. Audience’s
intent
3. Determine
opportunity
4. Target
campaigns
via
channel
cues
5. Customize
offer
and
messaging
to
#1
+
#2
@LisaRocksSEM

22. San
Francisco|
September
10–13,
2013
|
#SESSF
|
@SESConf
@twitterhandle
THANK
YOU!
Lisa
Raehsler
Big
Click
Co.
Connect:
Bigclickco.com
@LisaRocksSEM
@LisaRocksSEM