H/F University Presents: Growth Hacks - Lauren Vacarello
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Transcript of H/F University Presents: Growth Hacks - Lauren Vacarello
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Paid Marketing on a BudgetLauren VaccarelloSr. Director Online Marketing
@laurenv
in/laurenvaccarello
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Getting to Know Each Other
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I Also Wrote This Book
http://bit.ly/lvb2bbook
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Agenda
1. PPC 101
1. Keywords
2. Ad Copy
3. Landing Pages
2. Retargeting 101
1. Types of Retargeting
2. When to Use it
3. Q&A and beer
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Search is the #1 source used in purchase decisions
Source: Google & Compete, B2B Customer Study, 2012
Sources used by B2B customers while researching & shopping for business purchases
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What makes a great PPC campaign?
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Keywords Give You Insight Into Your Audience
Keywords allow you to:
Say the right thing to the right person at the right time
Define your audience:
Who are they?
What purchase stage are they in?
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Different Types of Keywords
Transactional Keywords
Branded Terms
Bottom of funnel keywords
Indicate Purchase Intent
Drive ROI and SALES
Awareness/Education Keywords
Top of funnel
Rarely leads to purchase
Lead to repeat visit
Measure by repeat visit and influence
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Optimizing Transactional Keywords (B2B example)
Offline data integration
1
Online Adv. Channel Website CRM
2 3
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Identifying and Optimizing Educational KW’s
Assist tracking set up
‘View through
conversions’ for Google
Display
Keywords that lead to
transactional repeat visits
Can be set up by
integrating: – Doubleclick
– Bidding Tool like Marin
Software
– Analytics
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Need a Place To Start Researching KW’s?Competitive Research
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Do I Have
Your
Attention?
- Writing Killer Ad Copy
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Ad Copy Best Practices
Draw attention!– Showcase your features
– Showcase your benefits
– Show Unique Selling
Proposition (USP)
Set expectations about
what’s next:– A clear call to action
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Promises
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Promises
Make sure your page title
and copy matches why/how
your visitor arrived
Make information simple to
access
If coming through paid
search or display
advertising make sure
content and look and feel
match
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Imagine You Are the Searcher
What are you intentions?
Why are you clicking on
a paid search ad instead
of organic– Instant gratification?
What do the ads say?– What are your
expectations from clicking
on these ads?
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Free shipping message is carried to the landing page
Nothing about personalized ornaments
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Free shipping message is carried to the landing page
Nothing about personalized ornaments
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Speaks about personalization!
Large variety of personalized ORNAMENTS
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Wish you had a crystal ball?
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Need to Have a Plan
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Know Which Changes Make the Difference
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Things You Can Test
*Testing chart c/o MarketMotive.com
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Search Engine Marketing Should Search Engine Marketing Should Be a Profit CenterBe a Profit Center
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Am I Am I Being Being
Followed?Followed?
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Retargeting shows ads on
third party websites to
people who have displayed some interest in your
brand
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Retargeting in Action
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Retargeting in Action
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Retargeting Results
*http://www.retargeter.com/about/case-studies
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What is Site Retargeting?
Gets cookiedA user connects with your brand
Lands on a page designed just for them.
Surfs the web
Sees your ads
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Email Retargeting
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Video Retargeting
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Richmedia Retargeting
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Features
Benefits
Brand Message
Social
Conversion
Ad Sequencing
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How To Use How To Use RetargetingRetargeting
Image c/o wired.com
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Prospect Finds Your Website
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They Don’t Fill Out a Form! (the nerve of them)
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Retarget Form Abandoners and Bring Them Back
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After You Get Their Contact Information
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Use Retargeting for Lead Nurturing
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Already Customers? Cross sell and Up sell!
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Look Look
BiggerBigger Than You Than You
AreAre
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Key Takeaways
•PPC is a revenue driver
•Deliver on your promises
•Always be testing
•Retargeting is awesome
•Look bigger than you are
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Thank You!
Lauren VaccarelloSr. Director, Online Marketing
@LaurenV
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Across B2B sub-segments, search is key
Source: Google & Compete, B2B Customer Study, 2012
92% of the C-Suite use
search engines while researching business
purchases
97% of B2B customers
find search useful while shopping for products &
services for their business
91% of Small Business
customers use search engines while researching
business purchases
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Making Retargeting Work, Technically Speaking
*Image c/o Joanna Lord from SEOmoz
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Retargeting Benchmarks
Average CTR.15%-.3%
Cost•Should average less than $5CPM
Conversions•Click through – can average 3X of PPC•View through conversion can average 10:1 of click through
*http://www.chango.com/blog/measuring-brand-advertising-performance-metrics
Optimal imp. per Person•15-20•3 month saturation