ppc in an omni-channel world lisa raehsler at ses san francisco 2013
DESCRIPTION
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 journeyTRANSCRIPT
San Francisco • September 10–13, 2013 • #SESSF @SESConf
PPC in an Omni-Channel World Lisa Raehsler Big Click Co. Founder, SEM Strategy Consultant
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Agenda
1. PiBalls That Kill Your PPC Campaigns 2. Design For Audience Behaviors 3. Examples of Audience Behaviors With AcNon
Plans
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Pi=alls Can Kill Your PPC Campaigns
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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PiBall #1
• Ignoring trends, data, and reporNng: failure to evolve
• Solved: Awareness of the consumer behavior across devices
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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PiBall #3
• Different channels, different stories
• Solved: Consistency in branding yet messaging customiza=on to the channel
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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IdenCfy & Create Omni-‐channel Campaign OpportuniCes
EXAMPLES
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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Design For Audience Behaviors
User Behaviors Define Audiences
• How do they search? • LocaNon? • Devices they use? • Sites they visit?
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
AssumpNon
Individuals may be planning to visit a dealership
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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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.
@LisaRocksSEM When 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).
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
AssumpNon
Visitors can’t find the products they’re looking for
@LisaRocksSEM
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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AssumpNon
AdverNser’s target audience is also interested in Facebook
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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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
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
≠
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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AssumpNon
Customers are interested enough to join the loyalty program but not to repeat purchase right away
@LisaRocksSEM
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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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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
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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THANK YOU! Lisa Raehsler Big Click Co. Connect: Bigclickco.com @LisaRocksSEM
@LisaRocksSEM