27. Understand your audience – stop thinking
about how you can sell your products to
them, start thinking about what problems
they have and what they might be interested
in
50. Remarketing is chance for you to re-engage
with a past visitor with relevant ad creative
51. General remarketing ads are very effective,
but tying a user’s behavior on your site to
specific messaging increases that impact
52. Real World Example
• Remarketing as a whole has a
cost/conversion of $23.88 compared to
$76.47 for all other campaigns
• 100% of conversions from remarketing
came from specific audience ad groups
59. Real World Example
Form submissions from search accounted
for 175 leads over a 30 day period. When
adding in calls from AdWords click-to-call
and calls from our call tracking software,
leads generated by search increased to 391
over the last 30 days
60. Real World Example
Form submissions from search accounted
for 28 leads over a 30 day period. When
adding in calls from AdWords click-to-call
and calls from our call tracking software,
leads generated by search increased to 114
over the last 30 days
61. In a multi-screen world or if the buying
process may require multiple touch points
prior to a sale – how do you attribute what
generated your lead?
64. Who can tell me the
value of a lead that
comes in from the
web?
65. You need to know the sales close rate for
leads and the average sale price (preferably
the lifetime customer value)
66. Example: If you close 1 out
of every 5 leads that are
generated (20% close rate)
and the average sale price
is $5,000, each lead
generated is worth $1,000
67. Tying it all together
When setting up a goal – you can add the
value of that goal completion
71. Track the progress of the various channels
of your plan and do more of what’s working
and do less of what’s not
72. Real World Example
To promote bariatric surgery, first step is to
get users to signup for a seminar that covers
the process and what they need to commit
to
73. Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates
74. Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates. Ads were run on
AdWords, Bing and Facebook