Download - Demand More out of Adwords PPC - Better PPC Marketing Strategy

Demand more out of PPCFull lifecycle strategic marketing

Presented by Steve Hammer

President, RankHammerNovember 17 2014

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Steve Hammer, RankHammer @armondhammer

About Me

FAMILY

What it’s all about

FOOD AND WINE

Eating as an art form?

HOCKEY

Go Stars

RANKHAMMER

Dallas Based Internet

Marketing Agency

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SEARCHTWO REALITIES

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Google’s explanationSearch = purchase

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INFORMATIONALLearn

TRANSACTIONALDo

NAVIGATIONALGo

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SearchRich and complex

The WHY behind the What

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Source: Google study of Hospital Administrators

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Buyers search through the entire funnel. Search Marketing Strategies need to reflect this. More than Action

Needs

Awareness

Interest

Desire

Action

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PERSONASNeed to start before a website visit

MULTI CHANNELGo whwere buyers are

SOLUTIONSAnswer questions

A full view in to buyer behavior, on and off siteSearch Stories

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11 Search Stories in Action

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A superior replacement part

For in the field drilling equipment

PROBLEM

Downtime is expensive

A “wrong” part doubles shipping time

Lack of standards Users often don’t know the

details of connections

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14 The Challenge – Part one

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INTELRich and complex

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ORGANICExpanded Angles

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CONTENTComments too

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SOCIALQuestions asked

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RELATEDGoogle Searches

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The Challenge – Part two

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Targeting

Location

Time

Remarketing

Device

Topics

Websites

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LOCATIONZipcode

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TIMEAnd Device

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REMARKETING

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PURPOSEFULREMARKETING

Trial offer

Bigger case study

2 page visit

First Visit

Read 3 pages Left at case study

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AdWords can do what?

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Parameters

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Location bid modifiers

High Value

121%

Low Value

48%

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ExternalData

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ExtendedAds

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Change the conversation

Keywords Purchase

Search Stories

Problem solving

Full Exposure

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1910 Pacific Ave #6045

Dallas, TX 75204

214-720-0044

[email protected]

@armondhammer

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