Embed Size (px)
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.
Citation preview
Demand more out of PPCFull lifecycle strategic marketing
Presented by Steve Hammer
President, RankHammerNovember 17 2014
2
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
3
Steve Hammer, RankHammer @armondhammer
SEARCHTWO REALITIES
4
Steve Hammer, RankHammer @armondhammer
Google’s explanationSearch = purchase
5
Steve Hammer, RankHammer @armondhammer
6
Steve Hammer, RankHammer @armondhammer
INFORMATIONALLearn
TRANSACTIONALDo
NAVIGATIONALGo
7
Steve Hammer, RankHammer @armondhammer
SearchRich and complex
The WHY behind the What
8
Steve Hammer, RankHammer @armondhammer
Source: Google study of Hospital Administrators
9
Steve Hammer, RankHammer @armondhammer
Buyers search through the entire funnel. Search Marketing Strategies need to reflect this. More than Action
Needs
Awareness
Interest
Desire
Action
10
Steve Hammer, RankHammer @armondhammer
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
11
Steve Hammer, RankHammer @armondhammer
11 Search Stories in Action
12
Steve Hammer, RankHammer @armondhammer
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
13
Steve Hammer, RankHammer @armondhammer
14
Steve Hammer, RankHammer @armondhammer
14 The Challenge – Part one
15
Steve Hammer, RankHammer @armondhammer
INTELRich and complex
16
Steve Hammer, RankHammer @armondhammer
ORGANICExpanded Angles
17
Steve Hammer, RankHammer @armondhammer
CONTENTComments too
18
Steve Hammer, RankHammer @armondhammer
SOCIALQuestions asked
19
Steve Hammer, RankHammer @armondhammer
RELATEDGoogle Searches
20
Steve Hammer, RankHammer @armondhammer
20
The Challenge – Part two
21
Steve Hammer, RankHammer @armondhammer
Targeting
Location
Time
Remarketing
Device
Topics
Websites
22
Steve Hammer, RankHammer @armondhammer
LOCATIONZipcode
23
Steve Hammer, RankHammer @armondhammer
TIMEAnd Device
24
Steve Hammer, RankHammer @armondhammer
REMARKETING
25
Steve Hammer, RankHammer @armondhammer
PURPOSEFULREMARKETING
Trial offer
Bigger case study
2 page visit
First Visit
Read 3 pages Left at case study
26
Steve Hammer, RankHammer @armondhammer
26
AdWords can do what?
27
Steve Hammer, RankHammer @armondhammer
Parameters
28
Steve Hammer, RankHammer @armondhammer
Location bid modifiers
High Value
121%
Low Value
48%
29
Steve Hammer, RankHammer @armondhammer
ExternalData
30
Steve Hammer, RankHammer @armondhammer
ExtendedAds
31
Steve Hammer, RankHammer @armondhammer
32
Steve Hammer, RankHammer @armondhammer
Change the conversation
Keywords Purchase
Search Stories
Problem solving
Full Exposure
33
Steve Hammer, RankHammer @armondhammer
1910 Pacific Ave #6045
Dallas, TX 75204
214-720-0044
@armondhammer
Reach Us
