#thinkppc&HOSTED BY:

LEADS, BE MINE: HOW TO ROMANCE YOUR TARGET AUDIENCE.

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Presenters

• Joe Kerschbaum– Midwest Account Director at 3Q Digital

– Hero Conf 2014 speaker

– @JoeKerschbaum

• Eric Couch– Senior Account Manager at Hanapin

Marketing.

– Blogger at PPC Hero and Hero Conf 2014 speaker

– @ecouch11

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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Whispering Sweet Nothings

I have two eyes, two eyes, two legs & two arms.

Also, I have a nose, mouth, and 10 fingers & toes.

My cholesterol is 190.

Each day, I take about 23,000 breaths.

The liver is my largest internal organ.

Without breaking a sweat, I can type 38 wpm.

I’ve never had a cavity.

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Features Are Cold, Hard Facts

Features

You Focused

NOT Client

Focused

Bells & Whistles

Stats & Figures

Stats & Figures

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Benefits Are Romantic

Benefits

Want To Gain

Want to Save

Want to Be

Want to (General)

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Benefits Are RomanticPeople want to gain: • Health • Self-confidence • Time • Improved appearance

Comfort • Leisure • Increased enjoyment

They want to save: • Time • Discomfort • Risks • Money • Worry • Embarrassment • Doubts

They want to be: • Efficient • Up-to-date • “First” in things • Proud of their

possessions • Influential over others

They want to: • Express their

personalities• Appreciate beauty • Improve themselves

generally

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Features vs. Benefits

100s of Ingredients

99% Server Up-Time

Automated Reports

These special ingredients will make you healthier & happier!

Our servers save you time & money & reduce stress.

Automated reports help you focus on growing your business, not daily reports.

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More than 4 Wheels

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Not Just an i-Whatever

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How to Win Hearts

Know Your Customer

Change Your Perspective

Focus on Results

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Where is the Love?

Trustworthy

Reliable

Sensitive

Thorough

Authoritative

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Bringing Sweets to Your Sweetheart

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Provide a Compelling Offer

Playing Matchmaker Offers in your Ad Copy:

Features & Benefits Special Offers Rebates Whitepapers, Guides

Providing your customers value in return for their contact information

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Case Study: A More Attractive Offer

Client had been using “informational” ads prior to introduction of offers.

CTR: 2.47%, Conv. Rate: 2.49% Client began to heavily emphasize

alternating offers in July 2013 – Rebates, Free Accessories, etc.

CTR: 2.59%, Conv. Rate: 3.80%

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Case Study: A More Attractive Offer

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Bad First-Date Impressions

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Bad First-Date Impressions

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First Impressions & You

First Impressions Count! 3 – 6 sec. at most to win (or lose) interest. Kind of like speed dating. Or internet dating. Ironic, eh?

Clear, Concise Action Large BUTTONS with DISTINCTIVE TEXT. Sightlines Arrows Whitepapers, Guides

This is your opportunity to make a good impression, so put your best foot forward! Features, benefits, testimonials

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He’s Just Not that into You

Has Mood Swings

Ignores You

Being Coy

Plays Hard to Get

Talks About His Friends

Unclear Communication

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Don’t Send Mixed Signals

Keep It Simple

Keep It Useful

Keep It Focused

Keep It Obvious

Keep It Real

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Trustworthy

Reliable

Sensitive

Thorough

Authoritative

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Live Poll Question #3

What's the biggest mistake you can make

on a landing page?#thinkppc

a) Confusing design/navigation

b) no clear call to action

c) too many fields on a lead gen form

d) inconsistency with ad copy/messaging

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Are You Magnetic?

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Why Don’t They Love Me?

Reasons Why Someone Wouldn’t Convert On Your Website

Wrong placeWrong time Wrong

productWrong person

Wrong completelyWrong price

Wrong actionWrong keyword

Wrong copy

ENDLESS

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Think About Your Audience

What may stop them from converting?

Can you address these issues with your remarketing?

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Think About Your Audience

• Define WHO• Brainstorm WHY • Learn HOW• Determine WHAT• Determine WHEN

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Change Your Approach

Longer Sales Copy Special Offer Softer Sell

More Testimonials

Nurturing Information

Other Benefits

Different Product

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Change Your Approach

Warning:Don’t Win the Race

To the Bottom

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Talking – Not Stalking

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Modern Day Courtship

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Remarketing Lists for Love Search

Creative Search Audience Segments Lead Form Visitors Segmentation by Specific Pages Apply different modifiers by Brand/Generic Campaigns!

Converting Visitors Is there a need to exclude them from advertising?

Subscribers Exclude “login”/”account” page visitors – those who’ve

already signed up with your service. Staggered audience list durations (30/60/90 days, etc.)

Competitor Terms

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Spying on Other Suitors

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Building a Long-Term Relationship

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Getting to Know Your CRM Platform

Lead-to-Sale Metrics Integrate and measure!

Know Your Cost Per… Sale? Interview? Subscription? And more!

Return on Ad Spend/Investment Know the technical requirements to properly measure this! URL tagging + CRM access.

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A Perfect Union: PPC + CRM Data

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TLC Said It Best

A scrub is checkin' meBut his game is kinda weakAnd I know that he cannot approach meCuz I'm lookin' like class and he's lookin' like trashCan't get wit' no deadbeat a**

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You Don’t Have to Love Everyone

Not all leads are created equal

Go ahead, filter folks out

Focus your sales efforts

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You Don’t Have to Love Everyone

Qualified Leads Sales Funnel

Non-Qualified Leads

Lead Nurturing Process

Raw Leads

Lead Qualification Criteria

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Lead Qualification Example

Ticket Class

Originating Location

Destination

Time Frame

Qualified Lead

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It’s All in the Form

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Online to Offline ProcessOnline Form

Get Enough Info To…• Qualify Leads• Categorize Leads• Follow Up with Leads

Phone Follow Up

Get Enough Info To…• Qualify Leads Further• Determine Specific Needs• Complete Customer Profile• Close Leads

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Keep Calm

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Live Poll Question #4

a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)

b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month)

c.) No Thanksd.) Both

Would you like help with your PPC accounts and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

3Q Digital Feedback: hillary@3qdigital.com