Download - 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

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Agenda

1.  PiBalls That Kill Your PPC Campaigns 2.  Design For Audience Behaviors 3.  Examples of Audience Behaviors With AcNon

Plans


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Pi=alls Can Kill Your PPC Campaigns


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PiBall #1

•  Ignoring trends, data, and reporNng: failure to evolve

•  Solved: Awareness of the consumer behavior across devices

@LisaRocksSEM


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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


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PiBall #3

•  Different channels, different stories

•  Solved: Consistency in branding yet messaging customiza=on to the channel

@LisaRocksSEM


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IdenCfy & Create Omni-‐channel Campaign OpportuniCes

EXAMPLES


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Design For Audience Behaviors

User Behaviors Define Audiences

•  How do they search? •  LocaNon? •  Devices they use? •  Sites they visit?

@LisaRocksSEM


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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


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AssumpNon

Individuals may be planning to visit a dealership

@LisaRocksSEM


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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


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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).


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AssumpNon

Visitors can’t find the products they’re looking for

@LisaRocksSEM


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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


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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


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AssumpNon

AdverNser’s target audience is also interested in Facebook

@LisaRocksSEM


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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


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IdenNfy Audience: Email + Content •  Email is driving loyalty program acquisiNons, but sales

following program conversion are lagging to 90 days.

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AssumpNon

Customers are interested enough to join the loyalty program but not to repeat purchase right away

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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


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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


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THANK YOU! Lisa Raehsler Big Click Co. Connect: Bigclickco.com @LisaRocksSEM

@LisaRocksSEM