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Usually I have all kinds of charts, graphs, etc in my presentation, but today we’re reaching out of the spreadsheet and into the starts. We’re going for bigger topics.
We’re going for a bigger focus today because this (wheel image) is the marketing mix for many companies. And you and your SEM campaign are often just a small cog in this wheel. So, how can you break outside your little allotted slot here? How can PPC influence other channels? Can you develop cross-channel strategies that can impact your entire company?
This is the point of the presentation today: Let’s open our minds.
When you open your mind, you can start to see new ways around issues within your marketing efforts and your entire organization.
When get out of the spreadsheets (even though they are important) and you start thinking about cross-channel initiatives and solving problems within your organization, you will go from PPC Manager to Thought Leader.
This guy is costing you money. Clicking on your mobile ads, and not buying.
Get someone to convert via mobile with a softer action, perhaps just their email. Then utilize your email marketing, and with any luck this person will open and click-through on their laptop. That’s how you get someone off their phone and onto their PC.
Once you get someone off their phone and onto their PC, then you can follow them with Remarketing ads.
Also, if you can someone’s email via mobile – then you can opt this person into a Custom Audience in FB. Also, you can create Look-alike Audiences in FB based on your Custom audience.
People don’t look at just 1 piece of content and then decide to convert. They will probably interact with a few pieces of your content before taking any action.
This is why Remarketing can help your content marketing efforts. Cookie people and then deliver additional content or even direct response ads.
Within Google you can create Similar Audiences based on your cookied visitors.
Follow a similar pattern for search. Get people to your content, and then Remarket it to them.
Long sales cycle – Good strategy
CTR was higher for RLSA. Conversion rate a bit weaker. But we increased conversions 50%.
This is how you open your mind.
These tactics can give you ideas on how to solve problems within your organization.
Take your PPC skills and knowledge and apply them to other areas of your business. This is who you go from Campaign Manager to Thought Leader.
D ON ’ T R E A D A L L OF T H I S
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
MOBILE IS JUST THE BEGINNING
IF I WRITE IT, THEY WILL COME
Content Generation Remarketing
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
3rd Annual B2B Buyer Survey
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
APPLES, ORANGES, CAR SALESMEN
Y OU ’ V E S E E N T H E R E S T…
Standard Search RLSA Search
WOULD YOU LIKE FRIES WITH THAT?
Selling other products
to your customer base
upgrades & new
D ON ’ T P L AY WI T H F I R E
Super Short Queries
Highly Competitive Queries
Competitive Seasonal Queries