PPC recommendations for user profiling to help you create more relevant ads for your customers. Channels covered: Google AdWords, LinkedIn Ads, Facebook Ads

1. @rodppc
Think “Customer First”
How to harness customer data in your digital
marketing campaigns
MARCH 2018

2. @rodppc
 Working in PPC since 2006
 Started Clean Digital in 2012
 Mission: Uncomplicate PPC
 2018 will bring:
 Attribution, Clean Data & Amazon Ads
 Stand A4
ABOUT ME

3. @rodppc
1. CUSTOMER LAST 
2. GET IN THEIR SHOES
3. EXECUTION
COMING UP…

4. @rodppc
1. CUSTOMER LAST 

5. @rodppc

6. @rodppc

7. @rodppc

8. @rodppc

9. @rodppc

10. @rodppc

11. @rodppc

12. @rodppc

13. @rodppc

14. @rodppc
1. CUSTOMER LAST 
 Common Causes of “Customer Last Syndrome”
 Over complication
 i.e. testing too many things at once, but forgetting the basics

15. @rodppc
1. CUSTOMER LAST 
 Common Causes of “Customer Last Syndrome”
 CamelHorse

16. @rodppc
2. GET IN THEIR SHOES

17. @rodppc
2. GET IN THEIR SHOES
 Create Multiple User Profiles
 Our average B2B client has 6 different customer profiles
 And in B2C has 12 individual customer profiles
 All with different needs, wants, timeframes, expectations

18. @rodppc
2. GET IN THEIR SHOES
 Customer A:
 Chef/Restaurant Owner
 Microwave breaks mid shift
 Searches on mobile for exact
model number
 Speed of checkout and
delivery is key
 Customer B:
 Head office procurement
manager
 Needs 20 commercial fridges
for various properties
 Cost is key
 No brand loyalty
 Wants to order over the
phone
 Researches for 2 days before
final order made

19. @rodppc
2. GET IN THEIR SHOES
 Listen
 Surveys
 SurveyMonkey, Pollfish, Google Surveys
 Feedback
 Quarterly Google Surveys
 Ask for feedback on ads, website features etc

20. @rodppc
2. GET IN THEIR SHOES
 5 second landing page test
 https://fivesecondtest.com

21. @rodppc
3. EXECUTION

22. @rodppc
 Freshen Up Your Ads!
 Across search, display & social
 Brutally honest critique for USPs against competitors
3. EXECUTION

23. @rodppc
 Freshen Up Your Ads
 Avoid “Cheating” Copy
3. EXECUTION

24. @rodppc
Bun
Meat
Bun
Extras
3. EXECUTION

25. @rodppc
 CRM Integration
 Salesforce, Pipedrive etc
 Great for “after-click” analysis
 Low code solutions
 Speak after if you want to talk Google Sheets v Clunky
Marketing Stacks
3. EXECUTION

26. @rodppc
3. EXECUTION

27. @rodppc
 Beyond the Duopoly: Amazon Ads (B2C Ecomm)
 In 2017: $2.8bn
 In 2018: $4.5bn (projected)
3. EXECUTION

28. @rodppc
 Social
 FB Messenger Ads
 Great for complex
products, delivery
questions.
 Think Customer A from
earlier
3. EXECUTION

29. @rodppc
 Social
 Lead Ads on Facebook
 No need to leave platform
 Converts up to 7x better
than LPs
3. EXECUTION

30. @rodppc
 Beyond the Duopoly: LinkedIn Ads (B2B Lead Gen)
 LinkedIn Ads Typical Layout
3. EXECUTION

31. @rodppc
 Lead Gen Ads
 Pre-filled with LinkedIn Profile info
 CPCs can be quite high but bear in mind high CPCs of regular
“promoted posts”.
 No taking users off site: quick & easy

32. @rodppc
 Sponsored InMail
 75%+ Open Rate & very good CTR%
 Low CPO (cost per open) and lower CPS (cost per send)
 Under £0.30 and £0.25
 Time of Send: no ad scheduling
 Brief, to the point, inobtrusive and clearly offer value

33. @rodppc
Thanks & stop by and see myself
and Emi at stand A4 with any follow
on questions!
THANKS