From Keywords to Key Player
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FROM KEYWORDS TO KEY PLAYER
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FROM KEYWORDSTO KEY PLAYER
@joekerschbaum
HELPFUL CHARTS
@joekerschbaum
@joekerschbaum
TITLE
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SOLUTIONS & VISION
@joekerschbaum
FROM PPC MANAGER TO THOUGHT LEADER
LEADERS FORGE BRIDGES
@joekerschbaum
STOP SMILING
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SMALL DEVICE / SMALL ATTENTION
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DON’T READ ALL OF THIS
@joekerschbaum
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
@joekerschbaum
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
@joekerschbaum
OK? MAKE SENSE?
Mobile Action Email Marketing Remarketing FB Custom
Audiences
@joekerschbaum
LEADERS EMBRACEAUDIENCE BEHAVIOR
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IF I WRITE IT, THEY WILL COME
Content Generation Remarketing Similar Audiences
FB Custom Audiences
@joekerschbaum
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
@joekerschbaum
• 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)
@joekerschbaum
STEALTH MODE
Competitors Deals / Comparisons
Upsells / Cross-Sells Head Terms
Initial Search
Refined Search
Descriptive Queries
Benefits / Features
Deals / Offers
Competitive Queries
@joekerschbaum
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
@joekerschbaum
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
@joekerschbaum
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
@joekerschbaum
NOT BAD
Higher CPC
Higher CTR
Higher CPA
Lower Conv Rate
+15% Imp Lift
+30% Click Lift
+19% Conv Lift
@joekerschbaum
OK? MAKE SENSE?
SUMMARY
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TITLE
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PROVIDE SOLUTIONS & VISION
@joekerschbaum
GO BE A LEADER
