Filling the Sales Funnel with Paid Search
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the Sales Funnel with Paid Search L L
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Rachele Cermak explains how marketers using paid search can leverage Google Shopping, video ads on YouTube and the display network to create numerous ad impressions.
Transcript of Filling the Sales Funnel with Paid Search
the SalesFunnel
with
Paid Search
LL
Wisdom
Magic Cookie Containing Chunks of Text
3http://en.wikipedia.org/wiki/List_of_computer_term_etymologies
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• Where to advertise
• Understand Websiteactivity
• Keep the brand in front of prospects
Agenda
Display
Facebook ads
Video Ads on YouTube
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Agenda
Display
Facebook ads
Video Ads on YouTube
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But first…
A show of hands
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State of Paid Search
8http://bit.ly/State-of-Paid-Search
CPCs across all search engines were on the rise, growing 27.6% YoY
Last-Click
Intent basedkeywords
Triggering text ads in SERPs
Located next to organic listings
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Last-Click
Intent basedkeywords
Triggering text ads in SERPs
Located next to organic listings
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Last-Click
Intent basedkeywords
Triggering text ads in SERPs
Located next to organic listings
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Works if you’re missing impression share
Pour in More $$
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Not the Right Tactic when
Overlap with irrelevant queries
Low search volume
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Give Them Something to Talk About
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Text Ads are One-Fifth
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The Funnel
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Educational Content
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Be present here
Educational Content
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Be present here AND Here
Display Network
Interest Categories
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Display Network
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Interest Categories & Managed Placements
Display Network
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Case Study
Image ads vs. Banner ads
Same offer – Free PDF Download
9.34% conv. rate on text ads (3.54% for image ads)
62% difference in conv. rate
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6 Month DurationAug. – Jan. 2014
Educational Offer’s Landing Page
Educational Offer’s Landing Page
Agenda
Display
Facebook ads
Video Ads on YouTube
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Social Context On All Ad Types
“Previously, to get the best social context available, advertisers had to purchase sponsored stories in addition to ads. In the future, for example, when you create a Page post photo ad, we will automatically add social context to boost performance and eliminate the extra step of creating sponsored stories.”
- Facebook Newsroom
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http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
Where do you get information?
Online reviews
Yahoo Answers
Wikipedia
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Facebook Ads
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Retargeting on Facebook
• 28% of U.S. ad impressions
– comScore 2012
• Competition could already be there
Targeting by Category
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The Funnel
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Agenda
Display
Facebook ads
Video Ads on YouTube
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Video Ads
188.2 million Americans watched 52.4 billion online content videos in December of 2013
-comScore
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http://bit.ly/comScore-Videos-Report
Video Ads
YouTube.com ranked as the top online video content property in December with 159.1 million unique viewers
-comScore
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http://bit.ly/comScore-Videos-Report
In-search Ads
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Video Content?
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Optimize Video Content
Channel Description - Keyword optimize your channel description and make sure you describe what people can expect to find in your video content.
Video Titles - Be sure to use descriptive keywords in your video titles.
Video Descriptions - Start each description with your Website URL. The content within your descriptions is how your rank in the search results.
Tags - Tag your videos with relevant keywords.
Themes - Group your videos together in thematic sets.
Captions - Make sure all of your videos have keyword-optimized captions and transcripts.
Geo-Tagging - Each video you upload can be geo-tagged. Geo-tag each video with the geographic region relevant to the video's content.
Link Google+ Business Page - Ensure brand page and YouTube are connected.
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In-stream ads
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KPIs
Channel Subscribers
Video Views
Engagement with Video -Comments, Shares, Like
Traffic to Site-Revenue
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In-display ads
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Which ad to use?
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“Similar to” Audience
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• Attract new customers
Google Case Studies
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Google Case Studies
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The Funnel
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Aha Moment!
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“Found the solution”
Areas for Testing
Overlap interest categories with educational placements on Display Network – attract people in research mode
Create tailored lists for Facebook campaigns to drive to unique landing pages on website, and remarket to them on Facebook
Utilize “similar to” audience list to show video ads on YouTube to reach prospects
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