targeting the "seller" persona with PPC

personas & ppcsell with emotion

aaron levy

@bigalittlea

NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL

…personas?

NYC SF ATL PHLELITESEM.COM FLL

single shermy marcie mom wild woodstock


single shermy

impulsive

price focus

one-and-done

no coi

marcie mom wild woodstock


single shermy marcie mom

shopper

value focus

brand loyal

small coi

wild woodstock


single shermy marcie mom

informer

attribute focus

brand leader

huge coi

wild woodstock


buyers shoppers sellers


$ $

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“80% of revenue from 20% of customers”


more 20%’ers!





bed computer batphone





life changing decisions

aren’t made on 4 inch

screens


flickr.com/photos/75791159@N02/

…but they probably start there







i am an attribution nightmare




we’re worth it


identifying behaviors


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


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!


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


low hanging fruit is always

the smallest



comparison &

volume terms

social

nurturing

promoted

content


i need to solve a problem…

widget 1312 reviews

best widget

widget types

shoppers

comparison &

volume terms

promoted

content

social

nurturing


what would my friends do?

newsfeed retargeting

non-creepy twitter cards

shoppers

comparison &

volume terms

social

nurturing

Promoted

content


what do i need to know?

promoted posts

education-driven landing pages

email retargeting

shoppers

comparison &

volume terms

social

nurturing

promoted

content


querying

queries

trusted wom

marketing

attribute driven



learning before buying

who-what-where-when-why

high volume, low converting

sellers

querying

queries

trusted wom

marketing

attribute driven


trusted sources inform decisions

re-marketing as a research tool

layered display campaigns

informed content

sellers

querying

queries

trusted wom

marketing

attribute driven



trusted sources inform decisions

re-marketing as a research tool

layered display campaigns

education & content marketing

sellers

querying

queries

trusted wom

marketing

attribute driven


i want the best, not the cheapest

unique value propositions

transparency & clarity

proof (not reviews)

sellers

querying

queries

trusted wom

marketing

attribute driven


I DON’T CARE





proof (not reviews)

sellers

querying

queries

trusted wom

marketing

attribute driven


WAT?





proof (not reviews)

sellers

querying

queries

trusted wom

marketing

attribute driven


$ $

$ $


$ $ $ $

$ $ $ $

$ $ $ $

$ $ $ $

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converting conversions


broad

phrase

exact


buyers

shoppers

sellers


flickr.com/photos/madaise

they gave a little


Let’s get em to give a lot

more picture

Flickr.com/photos/theeerin

let’s make

it rain.


get more out of buyers


Coming up on q4, I bet

you have q4 only

customers


who are they shopping for?



540 days!!


WAKETHEM

UP!

flickr.com/photos/riteshm/


the never expiring list:


learn about

shoppers


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


flickr.com/photos/bigtallguy/

stalk them


learn their loves


talk to their friends


varysuccessmetrics


thank you!

aaron levy

@bigalittlea

Marketing

targeting the "seller" persona with PPC