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#IntegratedPPC
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Where Does PPC Fit?Integrated Marketing for Smarty-Pantses
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#IntegratedPPC
$25
Matt Hessler, Director of Account Management, Trada
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@fasterstill
Anna SawyerMarketing Manager, Trada
@annafsawyer
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Which channels should I pursue?
How do they all work together?
How do I cost-effectively get the results I want?
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Ask yourself some questions
first.
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How
many people are
searching for your product?
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Are you offering something that many people are already looking for?
Shoes that make women look incredible. Yeah, people are searching on that.
hot shoes90,000 monthly searches
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Do you offer a product that people don’t even know they need?
Berets for cats. Great idea, but what’s the search volume?
cat beretsno search information available
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Or is your hot new software solution totally unique?
(I’d buy it.)
underwater sandwich solutionno search information available
Underwater Sandwich iPhone App
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Determine your search volume.
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Second question!
What are your m
arketing
goals?
First, let’s talk a little about PPC and SEO.
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Choose your own adventure!
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YourProduct
Awareness
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Sales (or leads)
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Driving awareness for a product category with a low search volume
Driving sales for a product category with a low search volume
Driving awareness for a product category with a high search volume
Driving sales for a product category with a high search volume
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awareness
low search volume
You need a cost-effective way to let people know you are out there.
Demographiclly-targeted marketing will allow you to reach customers who don’t know they need you.
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awareness
low search volume
1. Facebook. Exposure is cheap, and you also get the implied trust and viral nature of a friend liking something.
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awareness
low search volume
Look at click data to see which messages are resonating in your Facebook campaign. You can use this later!
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awareness
low search volume
2. Display and email marketing. Use the messages you tested in Facebook.
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awareness
low search volume
3. Build out PPC and SEO campaigns. Focus on messages that push solutions.
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low search volume
You’ll still need to make people aware of your product.
sales/leads
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low search volume
1. Display - better ROI than Facebook when conversion is the focus, but it’s still demographically and psychographically targeted.
sales/leads
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low search volume
2. Email and direct mail. Focus around a compelling offer.
sales/leads
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low search volume
3. PPC and SEO - use language that mirrors your mail outreach, so when people come looking for you... they find you!
sales/leads
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low search volume
4. Video. People don’t know about your solution or product. Video is the best way to explain it. Use YouTube Promoted Videos to affordably get the word out.
sales/leads
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low search volume
5. Retargeting. Makes your brand look bigger than it is! Helps drive up conversion rates of the new visitors you have acquired.
sales/leads
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awareness
high search volume
You need to get the word out, but sales aren’t your focus.
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awareness
high search volume
1. Go big on Facebook and display. Gather data by message testing.
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awareness
high search volume
2. PPC will get the click price down. SERP, page share and the way you position yourself are important.
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awareness
high search volume
3. Video and social media push. Social media is built for awareness! Create an interactive element to incentivize people to spread the word.
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high search volume
1. Start with PPC and SEO. Why? You can effectively determine which messaging/offers will convert across channels.
sales/leads
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high search volume
Also, getting your PPC campaign to a mature stage as soon as possible will allow you to get one of the greatest benefits of PPC: affordable leads/sales that are scalable.
sales/leads
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high search volume
Focus on differentiating yourself from the competition with compelling offers. Never stop testing calls-to-action!
sales/leads
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high search volume
2. Retargeter. Remind potential buyers that they’ve researched you. Have you heard the “five touchpoints” rule?
sales/leads
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high search volume
3. Email, direct mail and print advertising: take your best-converting CTAs from PPC and use them as headlines and ad copy.
sales/leads
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high search volume
4. Social media as a means to promote great content and engage users with your brand. Think content is just for lead gen? Think again!
sales/leads
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No matter what your focus, you should have an integrated
marketing strategy...
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...and PPC can be a valuable way to generate leads, sales and
awareness while being cost-effective and predictable.
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Research your product and your customer.
Test with PPC.
Keep your message consistent across channels.
The more touchpoints, the better.
Never stop learning from your data.
Here’s where we take two minutes to tell you that Trada can take care of PPC for you, so you can get this valuable data, message-test and get
diverse perspectives for your messaging...
... and it doesn’t cost any more than if you were to do search
marketing yourself.
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Trada has a large, global crowd of certified paid search experts who do PPC for you.
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Multiple experts work on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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and they already know how to run sophisticated PPC campaigns!
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It’s pay-for-performance.
There are NO fees: no startup fees, no management fees.
You can get started right away.
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