Valentine's Day is here, love is in the air, and everyone is looking for new and old ways to make a lasting connection with the people they care about. For marketers, that means producing compelling, highly relevant messages that resonate with exactly the type of person we want to engage with our brand.
For PPC marketers in particular, it means well-tested ad copy, audience persona modeling, cross-channel advertising and social media integration. More romantic than it sounds!
Digital advertising experts from Hanapin Marketing and 3Q Digital detail the most effective ways of getting attention and keeping it with your ad copy, bid strategies, and followup tactics.
You'll get expert-level PPC tips like:
*How to know your ad copy will woo your target -- BEFORE A/B testing it.
*Ways you can tell when you've found "the one" audience model that works.
*When to chase after prospects that are playing hard to get -- and when to leave them alone.
Learn how to turn random users into deep connections from the pros who do it every day!
2. Presenters
• Joe Kerschbaum
– Midwest Account Director at 3Q Digital
– Hero Conf 2014 speaker
– @JoeKerschbaum
• Eric Couch
– Senior Account Manager at Hanapin
Marketing.
– Blogger at PPC Hero and Hero Conf
2014 speaker
– @ecouch11
#thinkppc
3. Join the conversation
•
Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.
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4. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A.
B.
C.
D.
Less than 1 year
1-3 years
3-5 years
5+ years
#thinkppc
5. Live Poll Question #2
How do you manage your account(s)?
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a)
b)
c)
d)
I manage it myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.
#thinkppc
6. Whispering Sweet Nothings
I have two eyes, two eyes, two legs & two arms.
Also, I have a nose, mouth, and 10 fingers & toes.
My cholesterol is 190.
Each day, I take about 23,000 breaths.
The liver is my largest internal organ.
Without breaking a sweat, I can type 38 wpm.
I’ve never had a cavity.
#thinkppc
7. Features Are Cold, Hard Facts
You
Focused
NOT
Client
Focused
Stats &
Figures
Features
Stats &
Figures
Bells &
Whistles
#thinkppc
9. Benefits Are Romantic
People want to gain:
• Health
• Self-confidence
• Time
• Improved appearance
Comfort
• Leisure
• Increased enjoyment
They want to save:
• Time
• Discomfort
• Risks
• Money
• Worry
• Embarrassment
• Doubts
They want to be:
• Efficient
• Up-to-date
• “First” in things
• Proud of their
possessions
• Influential over others
They want to:
• Express their
personalities
• Appreciate beauty
• Improve themselves
generally
#thinkppc
10. Features vs. Benefits
100s of Ingredients
99% Server Up-Time
Automated Reports
These special ingredients will make
you healthier & happier!
Our servers save you time & money
& reduce stress.
Automated reports help you focus
on growing your business, not daily
reports.
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16. Provide a Compelling Offer
Playing Matchmaker
Offers in your Ad Copy:
Features & Benefits
Special Offers
Rebates
Whitepapers, Guides
Providing your customers value in return
for their contact information
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17. Case Study: A More Attractive Offer
Client had been using “informational” ads
prior to introduction of offers.
CTR: 2.47%, Conv. Rate: 2.49%
Client began to heavily emphasize
alternating offers in July 2013 – Rebates,
Free Accessories, etc.
CTR: 2.59%, Conv. Rate: 3.80%
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21. First Impressions & You
First Impressions Count!
3 – 6 sec. at most to win (or lose) interest.
Kind of like speed dating. Or internet dating. Ironic, eh?
Clear, Concise Action
Large BUTTONS with DISTINCTIVE TEXT.
Sightlines
Arrows
Whitepapers, Guides
This is your opportunity to make a good
impression, so put your best foot forward!
Features, benefits, testimonials
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22. He’s Just Not that into You
Has Mood Swings
Ignores You
Being Coy
Plays Hard to Get
Talks About His Friends
Unclear Communication
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26. Live Poll Question #3
What's the biggest mistake you can make
on a landing page?
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a) Confusing design/navigation
b) no clear call to action
c) too many fields on a lead gen form
d) inconsistency with ad copy/messaging
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28. Why Don’t They Love Me?
Wrong place
Reasons Why Someone Wouldn’t
Wrong time On Your Wrong product
Convert
Website
Wrong person
Wrong completely
Wrong price
Wrong action
Wrong keyword
Wrong copy
ENDLESS
#thinkppc
29. Think About Your Audience
What may stop them from converting?
Can you address these issues with your
remarketing?
#thinkppc
30. Think About Your Audience
•
•
•
•
•
Define WHO
Brainstorm WHY
Learn HOW
Determine WHAT
Determine WHEN
#thinkppc
31. Change Your Approach
Longer
Sales Copy
Special
Offer
Softer Sell
More
Testimonials
Nurturing
Information
Other
Benefits
Different
Product
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35. Remarketing Lists for Love Search
Creative Search Audience Segments
Lead Form Visitors
Segmentation by Specific Pages
Apply different modifiers by Brand/Generic Campaigns!
Converting Visitors
Is there a need to exclude them from advertising?
Subscribers
Exclude “login”/”account” page visitors – those who’ve
already signed up with your service.
Staggered audience list durations (30/60/90 days, etc.)
Competitor Terms
#thinkppc
40. TLC Said It Best
A scrub is checkin' me
But his game is kinda weak
And I know that he cannot approach me
Cuz I'm lookin' like class and he's lookin'
like trash
Can't get wit' no deadbeat a**
#thinkppc
41. You Don’t Have to Love Everyone
Not all leads are created equal
Go ahead, filter folks out
Focus your sales efforts
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42. You Don’t Have to Love Everyone
Qualified Leads
Raw Leads
Sales Funnel
Non-Qualified
Leads
Lead Nurturing
Process
Lead
Qualification
Criteria
#thinkppc
45. Online to Offline Process
Online Form
Phone Follow Up
Get Enough Info To…
• Qualify Leads
• Categorize Leads
• Follow Up with Leads
Get Enough Info To…
• Qualify Leads Further
• Determine Specific Needs
• Complete Customer Profile
• Close Leads
#thinkppc
47. Live Poll Question #4
Would you like help with your PPC accounts
and management? I’m interested in:
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of
AdWords account health from 3Q Digital (for accounts
spending more than $50K/month)
c.) No Thanks
d.) Both
#thinkppc
49. Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
»
Hanapin Feedback: marketing@hanapinmarketing.com
3Q Digital Feedback: hillary@3qdigital.com
#thinkppc
Editor's Notes
Eric
Eric then Joe
Eric
Joe
Eric
Lead generation is all about playing matchmaker between your sales staff and potential customers. Your role is to create qualified opportunities for your sales staff to close! As Bryan Eisenberg would say, it’s not just about a conversion, it’s about a conversation.
The prior ads made use of informational pitches and some basic features and benefits until the swap was made in this particular campaign.
In this case, September’s conversion rate peaked at 3.80% until we rotated in a new offer in October for Q4. We then built around this new offer to a similar high. The other unspoken benefit of offers (especially those in use for a limited time)? You can stress the immediacy/exclusivity of the offer when possible. Calling out an expiring offer in the month of expiration led to stellar click-through, conversion, and lead-to-sale rates.However, it’s important to note that none of these offers are effective if you don’t fulfill their promise on the landing page, and do so in an effective manner. Which leads us to our next point…
This, really, is the metaphorical representation of what your audience sees when you don’t fulfill the promise of an offer in your ad.
In addition, it’s important to note that your offer has to be within two clicks of your landing page. Or else Google will be quite angry with you. Make sure you fulfill the promise of your ad! Habitual liars usually don’t find much love in PPC.
Eric
This image really is correct – courtship doesn’t mirror a Jane Austen novel… it mirrors a cutting-edge Remarketing Lists for Search campaign.