From Keywords to Key Player

Post on 05-Aug-2015

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Transcript of From Keywords to Key Player

FROM KEYWORDSTO KEY PLAYER

@joekerschbaum

HELPFUL CHARTS

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TITLE

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SOLUTIONS & VISION

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FROM PPC MANAGER TO THOUGHT LEADER

LEADERS FORGE BRIDGES

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STOP SMILING

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SMALL DEVICE / SMALL ATTENTION

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DON’T READ ALL OF THIS

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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

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MOBILE IS JUST THE BEGINNING

Mobile Action Email Marketing Remarketing FB Custom

Audiences

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EMAIL MARKETING = GATEWAY

Mobile Action Email Marketing Remarketing FB Custom

Audiences

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HI! MAY I STALK YOU?

Mobile Action Email Marketing Remarketing FB Custom

Audiences

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I ’LL FIND YOU AND OTHERS LIKE YOU

Mobile Action Email Marketing Remarketing FB Custom

Audiences

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OK? MAKE SENSE?

Mobile Action Email Marketing Remarketing FB Custom

Audiences

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LEADERS EMBRACEAUDIENCE BEHAVIOR

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IF I WRITE IT, THEY WILL COME

Content Generation Remarketing Similar Audiences

FB Custom Audiences

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I ’M JUST BROWSING

• 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 Surveyhttp://www.demandgenreport.com/industry-resources/research/1782-the-2012-b2b-buyer-behavior-survey.html#.UM9v9W80WSo

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• 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

WHAT DOES THIS MEAN?

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CONTENT MARKETING MISCONCEPTION

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GREAT CONTENT = GATEWAY

Content Generation Display Remarketing

Similar Audiences

FB Custom Audiences

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HUNTING LIKE-MINDED FOLKS

Content Generation Remarketing Similar Audiences

FB Custom Audiences

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SOCIAL FTW

Content Generation Display Remarketing

Similar Audiences

Social Remarketing

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OK? MAKE SENSE?

Content Generation Display Remarketing

Similar Audiences

Social Remarketing

LEADERS OPTIMIZETHE ENTIREPURCHASE PROCESS

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TITLE

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OWN THE ENTIRE JOURNEY

Initial Search

Refined Search

Descriptive Queries

Benefits / Features

Deals / Offers

Competitive Queries

Remarketing Lists

For Search Advertisers

(RLSA)

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STEALTH MODE

Competitors Deals / Comparisons

Upsells / Cross-Sells Head Terms

Initial Search

Refined Search

Descriptive Queries

Benefits / Features

Deals / Offers

Competitive Queries

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APPLES, ORANGES, CAR SALESMEN

Competitors Deals / Comparisons

Upsells / Cross-Sells Head Terms

@joekerschbaum

YOU’VE SEEN THE REST…

Standard Search RLSA Search0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

CTRConv Rate

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WOULD YOU LIKE FRIES WITH THAT?

Selling other products to your customer base

Selling other products &

upgrades & new features

Competitors Deals / Comparisons

Upsells / Cross-Sells Head Terms

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DON’T PLAY WITH FIRE

Super Short Queries

Highly Competitive Queries

Competitive Seasonal Queries

Competitors Deals / Comparisons

Upsells / Cross-Sells Head Terms

@joekerschbaum

GOOD? BAD?

Search - General Search - RLSA $-

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$-

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Avg. CPCCost / converted click

Search - General Search - RLSA0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

CTRClick conversion rate

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NOT BAD

Higher CPC

Higher CTR

Higher CPA

Lower Conv Rate

+15% Imp Lift

+30% Click Lift

+19% Conv Lift

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OK? MAKE SENSE?

SUMMARY

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TITLE

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PROVIDE SOLUTIONS & VISION

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GO BE A LEADER

Joseph KerschbaumMidwest Account Director

3Q Digitaljoseph@3qdigital.com

Twitter: @joekerschbaum

THANK YOU