targeting the "seller" persona with ppc
DESCRIPTION
A deck on how to reach the most valuable customers possible through different ppc channels, and how you can get the most out of the customers already in your funnel.TRANSCRIPT
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personas & ppcsell with emotion
aaron levy
@bigalittlea
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
…personas?
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NYC SF ATL PHLELITESEM.COM FLL
single shermy marcie mom wild woodstock
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NYC SF ATL PHLELITESEM.COM FLL
single shermy
impulsive
price focus
one-and-done
no coi
marcie mom wild woodstock
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NYC SF ATL PHLELITESEM.COM FLL
single shermy marcie mom
shopper
value focus
brand loyal
small coi
wild woodstock
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NYC SF ATL PHLELITESEM.COM FLL
single shermy marcie mom
informer
attribute focus
brand leader
huge coi
wild woodstock
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NYC SF ATL PHLELITESEM.COM FLL
buyers shoppers sellers
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NYC SF ATL PHLELITESEM.COM FLL
$ $
$ $
buyers shoppers sellers
$ $ $ $
$ $ $ $
$ $ $ $
$ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
“80% of revenue from 20% of customers”
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
more 20%’ers!
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
bed computer batphone
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
life changing decisions
aren’t made on 4 inch
screens
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NYC SF ATL PHLELITESEM.COM FLL
flickr.com/photos/75791159@N02/
…but they probably start there
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
i am an attribution nightmare
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NYC SF ATL PHLELITESEM.COM FLL
buyers shoppers sellers
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
we’re worth it
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
identifying behaviors
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NYC SF ATL PHLELITESEM.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
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NYC SF ATL PHLELITESEM.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!
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NYC SF ATL PHLELITESEM.COM FLL
eh whatever it’s easy.
simple forms
free/expedited shipping
“just get ‘em in the door”’
buyers
bottom of
funnel terms
ab-cart
retargeting
low-risk value
propositions
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
low hanging fruit is always
the smallest
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NYC SF ATL PHLELITESEM.COM FLL
buyers shoppers sellers
comparison &
volume terms
social
nurturing
promoted
content
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NYC SF ATL PHLELITESEM.COM FLL
i need to solve a problem…
widget 1312 reviews
best widget
widget types
shoppers
comparison &
volume terms
promoted
content
social
nurturing
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NYC SF ATL PHLELITESEM.COM FLL
what would my friends do?
newsfeed retargeting
non-creepy twitter cards
shoppers
comparison &
volume terms
social
nurturing
Promoted
content
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NYC SF ATL PHLELITESEM.COM FLL
what do i need to know?
promoted posts
education-driven landing pages
email retargeting
shoppers
comparison &
volume terms
social
nurturing
promoted
content
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NYC SF ATL PHLELITESEM.COM FLL
querying
queries
trusted wom
marketing
attribute driven
buyers shoppers sellers
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NYC SF ATL PHLELITESEM.COM FLL
learning before buying
who-what-where-when-why
high volume, low converting
sellers
querying
queries
trusted wom
marketing
attribute driven
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NYC SF ATL PHLELITESEM.COM FLL
trusted sources inform decisions
re-marketing as a research tool
layered display campaigns
informed content
sellers
querying
queries
trusted wom
marketing
attribute driven
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
trusted sources inform decisions
re-marketing as a research tool
layered display campaigns
education & content marketing
sellers
querying
queries
trusted wom
marketing
attribute driven
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NYC SF ATL PHLELITESEM.COM FLL
i want the best, not the cheapest
unique value propositions
transparency & clarity
proof (not reviews)
sellers
querying
queries
trusted wom
marketing
attribute driven
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NYC SF ATL PHLELITESEM.COM FLL
I DON’T CARE
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NYC SF ATL PHLELITESEM.COM FLL
i want the best, not the cheapest
unique value propositions
transparency & clarity
proof (not reviews)
sellers
querying
queries
trusted wom
marketing
attribute driven
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NYC SF ATL PHLELITESEM.COM FLL
WAT?
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NYC SF ATL PHLELITESEM.COM FLL
i want the best, not the cheapest
unique value propositions
transparency & clarity
proof (not reviews)
sellers
querying
queries
trusted wom
marketing
attribute driven
![Page 47: targeting the "seller" persona with PPC](https://reader033.vdocuments.us/reader033/viewer/2022052908/55943cf41a28abd35b8b4583/html5/thumbnails/47.jpg)
NYC SF ATL PHLELITESEM.COM FLL
$ $
$ $
buyers shoppers sellers
$ $ $ $
$ $ $ $
$ $ $ $
$ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
$ $ $ $ $ $ $ $
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
converting conversions
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NYC SF ATL PHLELITESEM.COM FLL
broad
phrase
exact
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NYC SF ATL PHLELITESEM.COM FLL
buyers
shoppers
sellers
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NYC SF ATL PHLELITESEM.COM FLL
flickr.com/photos/madaise
they gave a little
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NYC SF ATL PHLELITESEM.COM FLL
Let’s get em to give a lot
more picture
Flickr.com/photos/theeerin
let’s make
it rain.
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
get more out of buyers
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NYC SF ATL PHLELITESEM.COM FLL
Coming up on q4, I bet
you have q4 only
customers
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
who are they shopping for?
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NYC SF ATL PHLELITESEM.COM FLL
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NYC SF ATL PHLELITESEM.COM FLL
540 days!!
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NYC SF ATL PHLELITESEM.COM FLL
WAKETHEM
UP!
flickr.com/photos/riteshm/
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NYC SF ATL PHLELITESEM.COM FLL
the never expiring list:
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
learn about
shoppers
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NYC SF ATL PHLELITESEM.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
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NYC SF ATL PHLELITESEM.COM FLL
flickr.com/photos/bigtallguy/
stalk them
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NYC SF ATL PHLELITESEM.COM FLL
learn their loves
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NYC SF ATL PHLELITESEM.COM FLL
talk to their friends
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
varysuccessmetrics
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NYC SF ATL PHLELITESEM.COM FLL
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thank you!
aaron levy
@bigalittlea