In this presentation, Koozai's Head of Paid Search, Marcus, looks at SEO Strategies and The Purchase Funnel

1. @marcusknight
Albert House – July 2017
KILLER SEARCH STRATEGIES
USING THE PURCHASE FUNNEL

2. What is the purchase funnel?

3. What does this
actually mean?

4. We are all part of
these journeys

5. U N A W A R E / A W A R E
AWARENESS

6. Intro

9. The goal has always
been the same

10. Strategies to help
you achieve this

11. YouTube In-Stream Ads are amazing for brand
awareness and come in at a low cost.

12. Display ads on a CPC model can drive
thousands of impressions without a huge cost.

13. Instagram ads are disruptive by nature but with
the right messaging can entice.

14. What does success look like here?

15. C O N S I D E R A T I O N / P R E F E R E N C E
CONSIDERATION

16. 72%Return to Google
For consideration
stage research

17. 65%Spend 16+ minutes
Comparison shopping
before purchasing

18. Strategies to reach
these users

19. Google and Bing search is imperative if you
are looking to keep audiences at this stage.

20. Bid on competitors names using Gmail ads to
entice customers away if they receive mail.

21. Local Search Ads on Google Maps for desktop
can appear in the search results & on the map.

22. 92%Consumers will..
Read online reviews

23. 95%Consumers will..
Suspect fake reviews if
there is no negatives

24. Have a presence when potential customers
are looking for reviews, vouchers & discounts.

25. What does success look like here?

26. CONVERSION

27. User journeys will vary
for each of us

28. However long it takes, we
always hope to end up here

29. Here’s some tips for the
conversion stage

30. 69%Cart abandoners
Do so because they believe
returns would be complicated

31. Remind users how easy it is for them

32. Dynamic Remarketing can be used for any
sector to show highly relevant display ads.

33. Use Similar Audiences to target potential
customers with a similar demographic to yours.

34. +60%Impressions
+50%Clicks
+41%Conversions

35. Countdown Ads create a sense of urgency
and can often increase your conversion rate.

36. LinkedIn Matched Audiences are their version
of customer match for B2B

37. LinkedIn Lead Gen ads allow signups without
leaving the LinkedIn mobile app browser

38. What does success look like here?
£

39. L O Y A L T Y / A D V O C A C Y
LOYALTY

40. 500%More cost
To acquire new vs
existing customers

41. 65%Of consumers
say rewards impacts their
frequency of purchase.

42. So why don’t we put
more effort into customer
loyalty?

43. Paid media historically
has been about acquiring
new customers

44. Here are some ways
we can do it

45. Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.

46. If you have a rewards scheme, Facebook
Customer Match promotion can work well.

47. Use time-based Remarketing to target buyers
around the anniversary of their purchase.

48. Stop customers going to a competitor using
RLSA with competitor keyword bidding.

49. Make sure you have every keyword covered
with DSA & Customer Match/Converting RLSA.

50. Instagram Promoted Stories are rolling out
slowly with video or slideshow image content.

51. Use RLSA to avoid showing new customer
offers to your existing customer base.

52. Facebook Lead Gen Ads with Customer
Match can promote your loyalty scheme.

53. Target your loyal blog readers with a thank
you, then an eBook & then a sale!

54. What does success look like here?

55. FINAL THOUGHTS

56. Things to takeaway
• Have a paid media strategy for the entire purchase
funnel – don’t let your competitors steal your space
• Understand which metrics you should be monitoring
for your various strategies
• Use attribution to make informed
decisions on what works and
what doesn’t

57. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: marcus.knight@koozai.com
Tel: 0330 353 0300