PPC pros need to look beyond the conversion and help close the sale. Your job as a PPC marketer doesn't end when you get the lead or the sale. Andrew presented 8 ways to re-engage, nurture, and segment your traffic to find more customers at HeroConf 2015 in Portland. You have to look down the funnel, not up!

1. @AndrewCMiller
Andrew Miller | @AndrewCMiller
Co-Founder | Workshop Digital
You Got The Conversion, Now What?!

2. @AndrewCMiller
Buying clicks and
generating
conversions is no
longer enough!
THE PPC CHALLENGE

3. @AndrewCMiller
Your PPC
Campaigns

4. @AndrewCMiller
Most clicks won’t convert

5. @AndrewCMiller
Start with the clicks that close
Of all the clicks we get,
which convert to a
closed sale?
How can I get more
visitors like them?

6. @AndrewCMiller
Which clicks
convert to a sale?
Question #1

7. @AndrewCMiller
Capture Campaign
Data in Your CRM
Campaign
&
KW
data
Ad
crea6ve
Offer
Landing
page
variant
Campaign
data
Promo6on
/
Offer
Whisper
messages
Customized
sales
pitches
Calculate
Life6me
Value
1

8. @AndrewCMiller
Track Offline Sales
in AdWords
1. Import CRM data from offline sales to create
AdWords conversions.
2. Identify the campaigns, keywords, and ads that
generated an offline sale.
2

9. @AndrewCMiller
Nurture Those
Leads!
3

10. @AndrewCMiller
How can I get
more visitors like
the ones that
close?
Question #2

11. @AndrewCMiller
Remarket to Advanced
Segments
All
Visitors
Product/Service
Category
Product
Add
to
Cart
Completed
Purchase
4

12. @AndrewCMiller
Find Lookalike
Audiences
Your
Customers
Google
Facebook
TwiLer
LinkedIn
5

13. @AndrewCMiller
Measure Assisted
Conversions
1. AdWords: Tools > Conversions > Search Funnels
2. Analytics: Conversions > Multi-Channel Funnels > Assisted Conversions
More
Info
6

14. @AndrewCMiller
Compare
Attribution Models
7

15. @AndrewCMiller
Identify trends with
Cohort Analysis
More
Info
8

16. @AndrewCMiller
PPC pros need to
look beyond the
conversion & help
close the sale!
CONCLUSION

17. @AndrewCMiller
Analyze
Segments &
Cohorts
Measure
Conversions
& ROI
Expand
Audiences
& Channels
Refine
Never Set &
Forget!

18. @AndrewCMiller
THANK YOU!
Andrew
Miller
Workshop
Digital
WorkshopDigital.com