PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013
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Transcript of PPC In An Omni-Channel World Lisa Raehsler at SES San Francisco 2013
San Francisco • September 10–13, 2013 • #SESSF @SESConf
PPC in an Omni-Channel World Lisa Raehsler Big Click Co. Founder, SEM Strategy Consultant
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Agenda
1. PiBalls That Kill Your PPC Campaigns 2. Design For Audience Behaviors 3. Examples of Audience Behaviors With AcNon
Plans
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Pi=alls Can Kill Your PPC Campaigns
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
PiBall #1
• Ignoring trends, data, and reporNng: failure to evolve
• Solved: Awareness of the consumer behavior across devices
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
PiBalls #2
• Lack of measurement and tracking
• Solved: No limits! – Relevant visitor behavior – MulNple conversion acNons – Micro-‐conversions – Conversion across mulNple accounts
– Online to offline
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
PiBall #3
• Different channels, different stories
• Solved: Consistency in branding yet messaging customiza=on to the channel
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
IdenCfy & Create Omni-‐channel Campaign OpportuniCes
EXAMPLES
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Design For Audience Behaviors
User Behaviors Define Audiences
• How do they search? • LocaNon? • Devices they use? • Sites they visit?
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
IdenNfy Audience: Mobile + LocaNon + Offline
• Individuals searching from mobile devices are clicking on paid ads, are converNng on the dealership locator more than the site average.
• Top states include CO, ME, WA
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
AssumpNon
Individuals may be planning to visit a dealership
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Capture Opportunity • AcCon plan • Increase bid modifier for mobile to increase visibility • Increase bid modifier on top states: CO, ME, WA • Create ad copy to mobile + locaNon • Use dealerships for locaNon extensions or show on landing page
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
IdenNfy Audience: Mobile + Keyword + Phone
• Top visits from mobile by keywords center around a parNcular product and applicaNon, yet they visitors don’t sNck around long.
@LisaRocksSEM When SSL search is employed (e.g., if the user is signed in to a Google account, or using the Firefox search bar), Keyword will have the value (not provided).
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
AssumpNon
Visitors can’t find the products they’re looking for
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Capture Opportunity
• AcCon Plan • Create a specific campaign with top mobile keywords • Bid modifier to increase mobile bid (max +300%) • Mobile version ad copy • Mobile friendly landing page showing this product and way
to convert • Click-‐to-‐call call extensions to help order products
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
IdenNfy Audience: Social + Content
• The social network, Facebook, drives the most traffic to the site
• Other stats show these visitors stay on longer than site average
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
AssumpNon
AdverNser’s target audience is also interested in Facebook
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Capture Opportunity • AcCon plan: • Facebook ads • Design a “Facebook” themed display campaign to reach this
audience on sites in GDN-‐ Banner ads • Use Google Display Planner tool
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
IdenNfy Audience: Email + Content • Email is driving loyalty program acquisiNons, but sales
following program conversion are lagging to 90 days.
@LisaRocksSEM
≠
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
AssumpNon
Customers are interested enough to join the loyalty program but not to repeat purchase right away
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Capture Opportunity • AcCon plan: • ConNnue to use email • Retarget converters • Tag confirmaNon page and conNnue
the conversaNon. • List: <=30 days membership duraNon • Present different messaging • For example, “club members get
15% off online” to encourage more immediate sales.
• Emphasize urgency
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
Secret Sauce To Omni-‐Channel Success
1. Look at user behavior to define audiences 2. Audience’s intent 3. Determine opportunity 4. Target campaigns via channel cues 5. Customize offer and messaging to #1 + #2
@LisaRocksSEM
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@twitterhandle
THANK YOU! Lisa Raehsler Big Click Co. Connect: Bigclickco.com @LisaRocksSEM
@LisaRocksSEM