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FROM KEYWORDS 
TO KEY PLAYER
HELPFUL CHARTS 
@joekerschbaum
@joekerschbaum
TITLE 
@joekerschbaum
SOLUTIONS & VISION 
@joekerschbaum
FROM PPC MANAGER 
TO THOUGHT LEADER 
@joekerschbaum
LEADERS 
FORGE 
BRIDGES
STOP SMILING 
@joekerschbaum
SMALL DEVICE / SMALL ATTENTION 
@joekerschbaum
D ON ’ T R E A D A L L OF T H I S 
@joekerschbaum
WHAT YOU NEED TO KNOW 
• 6 in 10 online adults in the 
US and UK use at least 2 
devices every day 
• 76% use their smartp...
MOBILE IS JUST THE BEGINNING 
@joekerschbaum 
Mobile Action 
Email 
Marketing 
Remarketing 
FB Custom 
Audiences
EMAIL MARKETING = GATEWAY 
@joekerschbaum 
Mobile Action 
Email 
Marketing 
Remarketing 
FB Custom 
Audiences
HI ! MAY I STALK YOU? 
@joekerschbaum 
Mobile Action 
Email 
Marketing 
Remarketing 
FB Custom 
Audiences
I ’ L L F I N D Y O U A N D O T H E R S L I K E Y O U 
@joekerschbaum 
Mobile Action 
Email 
Marketing 
Remarketing 
FB Cu...
OK? MAKE SENSE? 
Mobile Action 
@joekerschbaum 
Email 
Marketing 
Remarketing 
FB Custom 
Audiences
@joekerschbaum
LEADERS EMBRACE 
AUDIENCE BEHAVIOR
IF I WRITE IT, THEY WILL COME 
@joekerschbaum 
Content Generation Remarketing 
Similar 
Audiences 
FB Custom 
Audiences
I ’M J U S T B R OWS I N G 
• 67% of buyers are using a wider variety of 
resources to research their vendor options 
• 55...
WHAT DOES THIS MEAN? 
• Meaning: buyers are conducting 
more research via search & articles 
• Meaning: buyers are spendin...
CONTENT MARKETING MISCONCEPTION 
@joekerschbaum
GREAT CONTENT = GATEWAY 
@joekerschbaum 
Content Generation 
Display 
Remarketing 
Similar 
Audiences 
FB Custom 
Audience...
HUNTING LIKE-MINDED FOLKS 
@joekerschbaum 
Content Generation Remarketing 
Similar 
Audiences 
FB Custom 
Audiences
SOCIAL FTW 
@joekerschbaum 
Content Generation 
Display 
Remarketing 
Similar 
Audiences 
Social 
Remarketing
OK? MAKE SENSE? 
Content Generation 
@joekerschbaum 
Display 
Remarketing 
Similar 
Audiences 
Social 
Remarketing
LEADERS OPTIMIZE 
THE ENTIRE 
PURCHASE PROCESS
TITLE 
@joekerschbaum
OWN THE ENTIRE JOURNEY 
@joekerschbaum 
Initial 
Search 
Refined 
Search 
Descriptive 
Queries 
Benefits / 
Features 
Deal...
STEALTH MODE 
@joekerschbaum 
Competitors 
Deals / 
Comparisons 
Upsells / 
Cross-Sells 
Initial 
Search 
Head Terms 
Refi...
APPLES, ORANGES, CAR SALESMEN 
@joekerschbaum 
Competitors 
Deals / 
Comparisons 
Upsells / 
Cross-Sells 
Head Terms
Y OU ’ V E S E E N T H E R E S T… 
4.00% 
3.50% 
3.00% 
2.50% 
2.00% 
1.50% 
1.00% 
0.50% 
0.00% 
@joekerschbaum 
Standard...
WOULD YOU LIKE FRIES WITH THAT? 
@joekerschbaum 
Selling other products 
to your customer base 
Selling other 
products & ...
D ON ’ T P L AY WI T H F I R E 
Super Short Queries 
Highly Competitive Queries 
Competitive Seasonal Queries 
@joekerschb...
GOOD? BAD? 
$120.00 
$100.00 
$80.00 
$60.00 
$40.00 
$20.00 
7.00% 
6.00% 
5.00% 
4.00% 
3.00% 
2.00% 
1.00% 
@joekerschb...
NOT BAD 
Higher CPC 
Higher CTR 
Higher CPA 
Lower Conv Rate 
@joekerschbaum 
+15% 
Imp Lift 
+30% 
Click Lift 
+19% Conv ...
OK? MAKE SENSE? 
@joekerschbaum
SUMMARY
TITLE 
@joekerschbaum
PROVIDE SOLUTIONS & VISION 
@joekerschbaum
GO BE A LEADER 
@joekerschbaum
THANK 
YOU 
Joseph Kerschbaum 
Midwest Account Director 
3Q Digital 
joseph@3qdigital.com 
Twitter: @joekerschbaum
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From Keywords to Key Player

205 Aufrufe

Veröffentlicht am

Presentation from Hero Conf 2014. PPC managers, learn how to bridge gaps within your organization's marketing efforts and become a key player in your company.

Veröffentlicht in: Marketing
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From Keywords to Key Player

  1. 1. FROM KEYWORDS TO KEY PLAYER
  2. 2. HELPFUL CHARTS @joekerschbaum
  3. 3. @joekerschbaum
  4. 4. TITLE @joekerschbaum
  5. 5. SOLUTIONS & VISION @joekerschbaum
  6. 6. FROM PPC MANAGER TO THOUGHT LEADER @joekerschbaum
  7. 7. LEADERS FORGE BRIDGES
  8. 8. STOP SMILING @joekerschbaum
  9. 9. SMALL DEVICE / SMALL ATTENTION @joekerschbaum
  10. 10. D ON ’ T R E A D A L L OF T H I S @joekerschbaum
  11. 11. WHAT YOU NEED TO KNOW • 6 in 10 online adults in the US and UK use at least 2 devices every day • 76% use their smartphone “on the go” • 60% of multi-device users transition to larger screens to finish tasks (PCs) • 22% finished on a tablet @joekerschbaum
  12. 12. MOBILE IS JUST THE BEGINNING @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
  13. 13. EMAIL MARKETING = GATEWAY @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
  14. 14. HI ! MAY I STALK YOU? @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
  15. 15. I ’ L L F I N D Y O U A N D O T H E R S L I K E Y O U @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
  16. 16. OK? MAKE SENSE? Mobile Action @joekerschbaum Email Marketing Remarketing FB Custom Audiences
  17. 17. @joekerschbaum
  18. 18. LEADERS EMBRACE AUDIENCE BEHAVIOR
  19. 19. IF I WRITE IT, THEY WILL COME @joekerschbaum Content Generation Remarketing Similar Audiences FB Custom Audiences
  20. 20. I ’M J U S T B R OWS I N G • 67% of buyers are using a wider variety of resources to research their vendor options • 55% say they spend more time researching purchases than before • 60% of buyers cite downloaded white papers and other content as influential • Influence the final decision: 69% were influenced by online demos; 63% by case studies; 47% were swayed by checklists/guides, 45% by analyst reports, 42% by free trials (42%) and 34% by ROI calculators @joekerschbaum 3rd Annual B2B Buyer Survey http://www.demandgenreport.com/industry-resources/ research/1782-the-2012-b2b-buyer-behavior-survey. html#.UM9v9W80WSo
  21. 21. WHAT DOES THIS MEAN? • Meaning: buyers are conducting more research via search & articles • Meaning: buyers are spending more time online reading about their potential purchase • Meaning: buyers are taking longer to make purchase decisions • Meaning: buyers are looking for authoritative content that will aide them in their purchase journey @joekerschbaum
  22. 22. CONTENT MARKETING MISCONCEPTION @joekerschbaum
  23. 23. GREAT CONTENT = GATEWAY @joekerschbaum Content Generation Display Remarketing Similar Audiences FB Custom Audiences
  24. 24. HUNTING LIKE-MINDED FOLKS @joekerschbaum Content Generation Remarketing Similar Audiences FB Custom Audiences
  25. 25. SOCIAL FTW @joekerschbaum Content Generation Display Remarketing Similar Audiences Social Remarketing
  26. 26. OK? MAKE SENSE? Content Generation @joekerschbaum Display Remarketing Similar Audiences Social Remarketing
  27. 27. LEADERS OPTIMIZE THE ENTIRE PURCHASE PROCESS
  28. 28. TITLE @joekerschbaum
  29. 29. OWN THE ENTIRE JOURNEY @joekerschbaum Initial Search Refined Search Descriptive Queries Benefits / Features Deals / Offers Competitive Queries Remarketing Lists For Search Advertisers (RLSA)
  30. 30. STEALTH MODE @joekerschbaum Competitors Deals / Comparisons Upsells / Cross-Sells Initial Search Head Terms Refined Search Descriptive Queries Benefits / Features Deals / Offers Competitive Queries
  31. 31. APPLES, ORANGES, CAR SALESMEN @joekerschbaum Competitors Deals / Comparisons Upsells / Cross-Sells Head Terms
  32. 32. Y OU ’ V E S E E N T H E R E S T… 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% @joekerschbaum Standard Search RLSA Search CTR Conv Rate
  33. 33. WOULD YOU LIKE FRIES WITH THAT? @joekerschbaum Selling other products to your customer base Selling other products & upgrades & new features Competitors Deals / Comparisons Upsells / Cross-Sells Head Terms
  34. 34. D ON ’ T P L AY WI T H F I R E Super Short Queries Highly Competitive Queries Competitive Seasonal Queries @joekerschbaum Competitors Deals / Comparisons Upsells / Cross-Sells Head Terms
  35. 35. GOOD? BAD? $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% @joekerschbaum $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $- $- Search - General Search - RLSA Avg. CPC Cost / converted click 0.00% Search - General Search - RLSA CTR Click conversion rate
  36. 36. NOT BAD Higher CPC Higher CTR Higher CPA Lower Conv Rate @joekerschbaum +15% Imp Lift +30% Click Lift +19% Conv Lift
  37. 37. OK? MAKE SENSE? @joekerschbaum
  38. 38. SUMMARY
  39. 39. TITLE @joekerschbaum
  40. 40. PROVIDE SOLUTIONS & VISION @joekerschbaum
  41. 41. GO BE A LEADER @joekerschbaum
  42. 42. THANK YOU Joseph Kerschbaum Midwest Account Director 3Q Digital joseph@3qdigital.com Twitter: @joekerschbaum

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