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.
Demand More out of Adwords PPC - Better PPC Marketing Strategy
1. Demand more out of PPC
Full lifecycle strategic marketing
Presented by Steve Hammer
President, November 17 2014 RankHammer
2. 2
About Me
Steve Hammer, RankHammer@armondhammer
FAMILY
What it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEY
Go Stars
RANKHAMMER
Dallas Based Internet
Marketing Agency
6. 6
INFORMATIONAL
Learn
TRANSACTIONAL
Do
Steve Hammer, RankHammer@armondhammer
NAVIGATIONAL
Go
7. 7
Search
Rich and complex
Steve Hammer, RankHammer@armondhammer
The WHY behind the
What
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Source: Google study of Hospital Administrators
Steve Hammer, RankHammer@armondhammer
9. 9
Needs
Awareness
Interest
Desire
Action
Buyers search through the entire funnel.
Search Marketing Strategies need to reflect this. More than Action
Steve Hammer, RankHammer@armondhammer
10. 10
Steve Hammer, RankHammer@armondhammer
PERSONAS
Need to start before a website visit
MULTI CHANNEL
Go whwere buyers are
SOLUTIONS
Answer questions
A full view in to buyer behavior, on and off site Search Stories
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11 Search Stories in Action
Steve Hammer, RankHammer@armondhammer
12. 12
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
Steve Hammer, RankHammer@armondhammer
25. 25
First Visit
Read 3 pages Left at case study
Bigger case study
2 page visit
Steve Hammer, RankHammer@armondhammer
PURPOSEFUL
REMARKETING
Trial offer
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Steve Hammer, RankHammer@armondhammer
26
AdWords can do what?