demand more out of adwords ppc - better ppc marketing strategy
DESCRIPTION
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.TRANSCRIPT
Demand more out of PPCFull lifecycle strategic marketing
Presented by Steve Hammer
President, RankHammerNovember 17 2014
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Steve Hammer, RankHammer @armondhammer
About Me
FAMILY
What it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEY
Go Stars
RANKHAMMER
Dallas Based Internet
Marketing Agency
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Steve Hammer, RankHammer @armondhammer
SEARCHTWO REALITIES
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Google’s explanationSearch = purchase
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INFORMATIONALLearn
TRANSACTIONALDo
NAVIGATIONALGo
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SearchRich and complex
The WHY behind the What
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Source: Google study of Hospital Administrators
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Buyers search through the entire funnel. Search Marketing Strategies need to reflect this. More than Action
Needs
Awareness
Interest
Desire
Action
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PERSONASNeed to start before a website visit
MULTI CHANNELGo whwere buyers are
SOLUTIONSAnswer questions
A full view in to buyer behavior, on and off siteSearch Stories
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11 Search Stories in Action
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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
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14 The Challenge – Part one
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INTELRich and complex
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ORGANICExpanded Angles
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CONTENTComments too
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SOCIALQuestions asked
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RELATEDGoogle Searches
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The Challenge – Part two
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Targeting
Location
Time
Remarketing
Device
Topics
Websites
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LOCATIONZipcode
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TIMEAnd Device
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REMARKETING
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PURPOSEFULREMARKETING
Trial offer
Bigger case study
2 page visit
First Visit
Read 3 pages Left at case study
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AdWords can do what?
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Parameters
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Location bid modifiers
High Value
121%
Low Value
48%
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ExternalData
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ExtendedAds
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Change the conversation
Keywords Purchase
Search Stories
Problem solving
Full Exposure
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Steve Hammer, RankHammer @armondhammer
1910 Pacific Ave #6045
Dallas, TX 75204
214-720-0044
@armondhammer
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