In this presentation, DialogTech’s Kelley Schultz and Hanapin’s Emma Franks will discuss how audience targeting methods are changing, how to build a competitive edge in your industry, and exclusive best practices to help you thrive in a digital marketing world that is all about audiences.

1. 1
www.dublindesign.com
HOSTED BY:

2. Presenters
Kelley Schultz
– Senior Director, Digital Research, Strategy & Analytics at
DialogTech
– @KelleyLiefer @DialogTech
Emma Franks
– Senior Paid Social Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @akaEmmaLouise

3. Who is Hanapin?
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.
Hanapin also produces PPC Hero and Hero Conf

4. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box
to send us questions.

5. Free Ticket to Hero Conf Philly!
Tweet at us using #thinkppc and #heroconf answering the
question:
WHY DO YOU WANT TO GO TO HERO CONF PHILLY?
Winner will be announced before the Q&A.

6. Live Poll Question #1
How long have you been in Digital Marketing?
#thinkppc
A. 0-3 years
B. 4-6 years
C. 7-10 years
D. 10+ years

8. Disclaimer: For On-Demand Viewers
Marketing is all about creating
meaningful relationships that provide
value to both the brand and the
consumer.
The model and principles contained
in this webinar are evergreen and
applicable year-round, though the
specific functionality of certain
platforms or features may change.
14
February

9. Agenda
1. First Impressions
2. Remarketing & Nurturing
3. Driving Conversions
4. Retention
5. Offers and Q&A

10. Live Poll Question #2
What Google Ads channels do you currently
use?
#thinkppc
A. Search only
B. Display or Video only
C. Display and Video
D. Search + Display or Video
E. Search + Display + Video

11. Hi, My Name Is…
(First Impressions)

12. The Do’s and Don’ts
Source: LSA, Google
★ DO Your Research Ahead of
Time (Outside Sources)
★ DO Introduce Yourself First
★ DO Ask Questions and Be
Genuinely Interested
★ DO Be Honest & Establish
Expectations
Targeting
Branding & Awareness
Prospecting
Transparency

13. The Do’s and Don’ts
Source: LSA, Google
● DON’T Reveal Everything
You Already Know About
Them
● DON’T Just Talk About You
● DON’T Try to Be Something
You Aren’t
● DON’T Forget What You
Learn About Them
Hypothetical or Generic Copy
Focus on Solutions vs. Products
Qualify Your Clicks/Calls
Strategic Remarketing & Nurturing

14. Where to Start
Lookalike (Similar) Audiences
- All Converters
- Matched Audiences
- Specific Point in the Funnel
Custom Intent Audiences
- Product/Service Keywords
- Your Own Brand
- Competitors’ Brands
General / Top of Funnel Search Terms

15. Using Search to Research
Businesses
Source: LSA, Google

16. Using Search to Call Businesses
Source: LSA, DialogTech

17. Mobile Search Leads to Calls & Revenue

18. Drive Calls from Search
Call Extensions Call - Only Ads

19. Increase Visibility with Call Extension Bids

20. Don’t Forget About Landing Pages!
Click to Call Buttons Local Offices Provide the Option

21. Nice to See You Again
(Second Date)

22. Remarketing / Nurturing Basics
Familiar Not Creepy
Customized Copy
Product- or Service-
Specific Content
“Why You?”
Frequency Capping
Attention to Device
and Placements
Keep It Casual

23. Remarketing / Nurturing Strategies
• Low-Traffic: All Non-Converting Visitors
• Medium Traffic: Non-Converting Visitors by Recency
• High Traffic: Non-Converting Visitors to Page X
• High Traffic: Non-Converting Visitors from Source X
• High Traffic: Non-Converting Visitors with Engagement X
• High Traffic: Non-Converting Visitors by Time/Page Views/Scroll
• High Traffic: Converting Visitors by Conversion Type

24. Call Conversions for Audience Targeting

25. Personalizing the Customer Journey

26. Add Callers (from all channels) to Google Ads

27. Call Conversions for Retargeting

28. Call Conversions for Lookalikes

29. Apply Audiences to Appropriate Campaigns

30. Be My Valentine?
(Commitments)

31. Customize Your Offers
Buy Now
Shop Here/
Explore
Discount/
Promotion
Learn More
Request
Info
Sign Up/
Apply

32. Attribute Calls and Caller Data

33. Analyze the Quality of the Call

34. Integrate and Optimize Calls into All Platforms

35. Data Driven Strategy Drives Growth

36. What’s Next
(Retention)

37. Cross-Selling/Upselling

38. Route Callers Dynamically

39. Pass New/Repeat Callers into Bid Tools
Pass New and Repeat callers as segments into your Ad and Bid tools so that
you can add to campaigns with personalized creative.

40. Arm Your Sales Staff with Customer Insight
Marketing Interaction Generates a Call Know who the Caller is: Customer/Prospect
Route based on caller
id:
Customer?
● Route to
Account
Holder
● Know what
KW drove
the call
● Location of
Caller

41. How 1st Party Data Can Fuel Digital Campaigns

42. Let’s Do This Again
Sometime…
(Takeaways)

43. Remember…
1. Research & Clearly Define Your Target Audience
2. Remarket a Customized—Not Creepy—Experience
3. Consider the Commitment Level of Your Offers
4. Personalize Your Ongoing Relationship

44. Offers!
A. I’d like a customized demo of the DialogTech platform.
B. I’d like to receive emails keeping me updated on Hero Conf.
C. I’d like both.
D. No, thanks.

45. Free Ticket to Hero Conf Philly!
AND THE WINNER IS….

46. Live Q&A Time!

47. Thank you for attending our webinar! #thinkppc
Contact Hanapin directly: marketing@hanapinmarketing.com
Contact DialogTech directly: kelley.schultz@dialogtech.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf