Post on 05-Jul-2015
description
Demand more out of PPCFull lifecycle strategic marketing
Presented by Steve Hammer
President, RankHammerNovember 17 2014
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Steve Hammer, RankHammer @armondhammer
About Me
FAMILY
What it’s all about
FOOD AND WINE
Eating as an art form?
HOCKEY
Go Stars
RANKHAMMER
Dallas Based Internet
Marketing Agency
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Steve Hammer, RankHammer @armondhammer
SEARCHTWO REALITIES
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Google’s explanationSearch = purchase
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INFORMATIONALLearn
TRANSACTIONALDo
NAVIGATIONALGo
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SearchRich and complex
The WHY behind the What
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Steve Hammer, RankHammer @armondhammer
Source: Google study of Hospital Administrators
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Steve Hammer, RankHammer @armondhammer
Buyers search through the entire funnel. Search Marketing Strategies need to reflect this. More than Action
Needs
Awareness
Interest
Desire
Action
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PERSONASNeed to start before a website visit
MULTI CHANNELGo whwere buyers are
SOLUTIONSAnswer questions
A full view in to buyer behavior, on and off siteSearch Stories
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Steve Hammer, RankHammer @armondhammer
11 Search Stories in Action
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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
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Steve Hammer, RankHammer @armondhammer
14 The Challenge – Part one
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INTELRich and complex
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ORGANICExpanded Angles
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CONTENTComments too
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SOCIALQuestions asked
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RELATEDGoogle Searches
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The Challenge – Part two
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Targeting
Location
Time
Remarketing
Device
Topics
Websites
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LOCATIONZipcode
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Steve Hammer, RankHammer @armondhammer
TIMEAnd Device
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REMARKETING
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PURPOSEFULREMARKETING
Trial offer
Bigger case study
2 page visit
First Visit
Read 3 pages Left at case study
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AdWords can do what?
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Parameters
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Location bid modifiers
High Value
121%
Low Value
48%
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Steve Hammer, RankHammer @armondhammer
ExternalData
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ExtendedAds
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Steve Hammer, RankHammer @armondhammer
Change the conversation
Keywords Purchase
Search Stories
Problem solving
Full Exposure
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Steve Hammer, RankHammer @armondhammer
1910 Pacific Ave #6045
Dallas, TX 75204
214-720-0044
steve@rankhammer.com
@armondhammer
Reach Us