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Clever ways powerful brands use PPC Purna Virji @purnavirji

Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

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Page 1: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Clever ways powerful brands use PPC

Purna Virji@purnavirji

Page 2: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

#BingAdsConnect | #AskBingAds

Question

@PurnaVirji

Page 3: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

SHOW ME

Page 4: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji
Page 5: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Subliminal brand exposure can cause people to act in specific ways.

@PurnaVirji

Page 6: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji
Page 7: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

7Presentation title — edit on Slide Master using Insert > Header & Footer

Me too.

Purna Virji
http://www.istockphoto.com/photo/i-know-it-gm496281362-78456275?st=e434b67
Page 8: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Clever ways powerful brands use PPCMake your customers’ life easierShow your customers you careMake it easy to be a loyal customer

Page 9: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Click on icon to add picture. Then, right-click and select “Send to back”

Make your customers’ life easier

Page 10: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be prepared for voice search Make your customer’s life easier

US smartphone users who use mobile personal assistants

38%

39%

59%

71%

Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014

@PurnaVirji

18-29

30-43

44-53

54+

Page 11: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

41.6%

19% 18.7%

9.5% 11.3%

6 months to a year ago

Within the last 6 months

1 to 2 years ago

2 to 3 years ago

More than 3 years ago

When did you first start using voice/search commands?

MindMeld Survey, December 2015@PurnaVirji

Be prepared for voice search Make your customer’s life easier

Page 12: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be prepared for voice search Make your customer’s life easier

@PurnaVirji

Where can I buy

bobby brown

makeup

Page 13: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be prepared for voice search Make your customer’s life easier

@PurnaVirji

Page 14: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be prepared for voice search Make your customer’s life easier

@PurnaVirji

Page 15: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be prepared for voice search Make your customer’s life easier

@PurnaVirji

“Show me you send the wrong bags.”

Page 16: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

I need a blue women’s sun hat made of canvas, size large.

Here’s what I found on the web for “a women’s sun hat made of canvas, white size large.”

Page 17: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be prepared for voice search Make your customer’s life easier

Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014

@PurnaVirji

Who What When Where Why How Total0%

20%

40%

60%

80%

100%

120%

140%

160%

135%

7%

79% 75%

40%

81%60%

Page 18: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be prepared for voice search Make your customer’s life easier

Question phrases = voice search degree of intent

Where

When

How

What/whoInterested

Ready to act

@PurnaVirji

Page 19: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Mobile voice search is more likely

to be local-based than text search.

3X

@PurnaVirji

Be prepared for voice search

Page 20: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Sitelinks and more

Page 21: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Sitelink extensions Make your customer’s life easier

Organize according to product collections

@PurnaVirji

Page 22: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Sitelink extensions Make your customer’s life easier

@PurnaVirji

Organize by customer’s stage of interest

Page 23: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Sitelink extensions Make your customer’s life easier

Organize according to customer’s need

@PurnaVirji

Page 24: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Sitelink extensions Make your customer’s life easier

Organize according to customer’s need

@PurnaVirji

Page 25: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Sitelink extensions Make your customer’s life easier

Random, disorganized categories are not helpful.

NOPE

@PurnaVirji

Page 26: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Sitelink extensions Make your customer’s life easier

Don’t forget call and location extensions!

@PurnaVirji

Page 27: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

of smartphone searchers have used a store locator or ad extension to help find a local store1

One tap to maps and directions

76%

Be prepared for voice search Make your customer’s life easierLocation, location, location

Page 28: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Update 3rd party listings Show your customers you care

@PurnaVirji

Page 29: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Shopping Campaigns Make your customer’s life easier

It’s an Instagram world.Show all of the pictures.

@PurnaVirji

Page 30: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Indirect brand terms

Page 31: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Answer their questions Make your customer’s life easier

@PurnaVirji

Page 32: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Answer their questions Make your customer’s life easier

@PurnaVirji

Page 33: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Show your customers you care

Page 34: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Silly mistakes can cost you

Page 35: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be location wise Show your customers you care

@PurnaVirji

Page 36: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be timely Show your customers you care

@PurnaVirji

Page 37: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Be mobile mindful Show your customers you care

@PurnaVirji

Ad with Multiple Extensions

Ads without Extensions

Page 38: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Disaster preparedness

Page 39: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji
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They believe you will put things right.

40@PurnaVirji

Professor Andrew Ehrenberg

Page 41: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Anticipate issues Show your customers you care

@PurnaVirji

Page 42: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Anticipate issues Show your customers you care

@PurnaVirji

Page 43: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Anticipate issues Show your customers you care

@PurnaVirji

Page 44: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Cross-channel promos

Page 45: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Offer good content Show your customers you care

@PurnaVirji

Page 46: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

@PurnaVirji

Offer good content

Page 47: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Offer good content care

@PurnaVirji

Page 48: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Offer good content Show your customers you care

@PurnaVirji

Page 49: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Make it easy to be a loyal customer

Page 50: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Smart remarketing

Page 51: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Smart remarketing Make it easy to be a loyal customer

Time for more Clinique Repairwear?Ad Clinique.com 302,500+ followers on Twitter

Free shipping on purchase of $55. Shop Now.

Buy Repairwear Now Shop MakeupThe eye cream of your dreams, now available in daytime

Have a little colour or have a lot. Shop your favorite makeup.

Page 52: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Smart remarketing Make it easy to be a loyal customer

Page 53: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Show up for the competition Make it easy to be a loyal customer

@PurnaVirji

Page 54: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Show up for the competition Make it easy to be a loyal customer

@PurnaVirji

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Show up for the competition Make it easy to be a loyal customer

@PurnaVirji

Page 56: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Longer-term engagement

Page 57: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Engage with them Make it easy to be a loyal customer

@PurnaVirji

Page 58: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Engage with them Make it easy to be a loyal customer

@PurnaVirji

• Drive customers to contests• Announce giveaways• Offer app downloads• Announce store

events/openings• New product launches• Offer recipes, how-tos and

other useful content

Page 59: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Give back Make it easy to be a loyal customer

@PurnaVirji

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Give back Make it easy to be a loyal customer

@PurnaVirji

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Marketing is no longer about the stuff that you make but about the stories that you tell.

61@PurnaVirji

Seth Godin

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Clever ways powerful brands use PPCMake your customers’ life easierShow your customers you careMake it easy to be a loyal customer

Page 63: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Say hi @PurnaVirji

Page 64: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

Thank you!

Page 65: Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purna Virji

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.