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Demand more out of PPC 
Full lifecycle strategic marketing 
Presented by Steve Hammer 
President, November 17 2014 RankHammer
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
3 
Steve Hammer, RankHammer@armondhammer 
SEARCH 
TWO REALITIES
4 
Google’s explanation 
Search = purchase 
Steve Hammer, RankHammer@armondhammer
5 
Steve Hammer, RankHammer@armondhammer
6 
INFORMATIONAL 
Learn 
TRANSACTIONAL 
Do 
Steve Hammer, RankHammer@armondhammer 
NAVIGATIONAL 
Go
7 
Search 
Rich and complex 
Steve Hammer, RankHammer@armondhammer 
The WHY behind the 
What
8 
Source: Google study of Hospital Administrators 
Steve Hammer, RankHammer@armondhammer
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 
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
11 
11 Search Stories in Action 
Steve Hammer, RankHammer@armondhammer
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
13 
Steve Hammer, RankHammer@armondhammer
14 
14 The Challenge – Part one 
Steve Hammer, RankHammer@armondhammer
15 
INTEL 
Rich and complex 
Steve Hammer, RankHammer@armondhammer
16 
Steve Hammer, RankHammer@armondhammer 
ORGANIC 
Expanded Angles
17 
Steve Hammer, RankHammer@armondhammer 
CONTENT 
Comments too
18 
SOCIAL 
Questions asked 
Steve Hammer, RankHammer@armondhammer
19 
Steve Hammer, RankHammer@armondhammer 
RELATED 
Google Searches
20 
Steve Hammer, RankHammer@armondhammer 
20 
The Challenge – Part two
21 
Targeting 
Location 
Time 
Remarketing 
Steve Hammer, RankHammer@armondhammer 
Device 
Topics 
Websites
22 
Steve Hammer, RankHammer@armondhammer 
LOCATION 
Zipcode
23 
Steve Hammer, RankHammer@armondhammer 
TIME 
And Device
24 
Steve Hammer, RankHammer@armondhammer 
REMARKETING
25 
First Visit 
Read 3 pages Left at case study 
Bigger case study 
2 page visit 
Steve Hammer, RankHammer@armondhammer 
PURPOSEFUL 
REMARKETING 
Trial offer
26 
Steve Hammer, RankHammer@armondhammer 
26 
AdWords can do what?
27 
Parameters 
Steve Hammer, RankHammer@armondhammer
28 
Location bid modifiers 
High Value 
121% 
Steve Hammer, RankHammer@armondhammer 
Low Value 
48%
29 
Steve Hammer, RankHammer@armondhammer 
External 
Data
30 
Extended 
Ads 
Steve Hammer, RankHammer@armondhammer
31 
Steve Hammer, RankHammer@armondhammer
32 
Change the conversation 
Keywords Purchase 
Search 
Stories 
Steve Hammer, RankHammer@armondhammer 
Problem 
solving 
Full 
Exposure
33 
Steve Hammer, RankHammer@armondhammer 
1910 Pacific Ave #6045 
Dallas, TX 75204 
214-720-0044 
steve@rankhammer.com 
@armondhammer 
Reach Us

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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
  • 3. 3 Steve Hammer, RankHammer@armondhammer SEARCH TWO REALITIES
  • 4. 4 Google’s explanation Search = purchase Steve Hammer, RankHammer@armondhammer
  • 5. 5 Steve Hammer, RankHammer@armondhammer
  • 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
  • 8. 8 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
  • 11. 11 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
  • 13. 13 Steve Hammer, RankHammer@armondhammer
  • 14. 14 14 The Challenge – Part one Steve Hammer, RankHammer@armondhammer
  • 15. 15 INTEL Rich and complex Steve Hammer, RankHammer@armondhammer
  • 16. 16 Steve Hammer, RankHammer@armondhammer ORGANIC Expanded Angles
  • 17. 17 Steve Hammer, RankHammer@armondhammer CONTENT Comments too
  • 18. 18 SOCIAL Questions asked Steve Hammer, RankHammer@armondhammer
  • 19. 19 Steve Hammer, RankHammer@armondhammer RELATED Google Searches
  • 20. 20 Steve Hammer, RankHammer@armondhammer 20 The Challenge – Part two
  • 21. 21 Targeting Location Time Remarketing Steve Hammer, RankHammer@armondhammer Device Topics Websites
  • 22. 22 Steve Hammer, RankHammer@armondhammer LOCATION Zipcode
  • 23. 23 Steve Hammer, RankHammer@armondhammer TIME And Device
  • 24. 24 Steve Hammer, RankHammer@armondhammer REMARKETING
  • 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
  • 26. 26 Steve Hammer, RankHammer@armondhammer 26 AdWords can do what?
  • 27. 27 Parameters Steve Hammer, RankHammer@armondhammer
  • 28. 28 Location bid modifiers High Value 121% Steve Hammer, RankHammer@armondhammer Low Value 48%
  • 29. 29 Steve Hammer, RankHammer@armondhammer External Data
  • 30. 30 Extended Ads Steve Hammer, RankHammer@armondhammer
  • 31. 31 Steve Hammer, RankHammer@armondhammer
  • 32. 32 Change the conversation Keywords Purchase Search Stories Steve Hammer, RankHammer@armondhammer Problem solving Full Exposure
  • 33. 33 Steve Hammer, RankHammer@armondhammer 1910 Pacific Ave #6045 Dallas, TX 75204 214-720-0044 steve@rankhammer.com @armondhammer Reach Us