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IntSS-PPC-User-Journey-Veronika-Höller.pptx

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IntSS-PPC-User-Journey-Veronika-Höller.pptx

  1. 1. Barcelona International Search Summit Veronika Höller CompuGroup Medical Convert more high-quality leads from your PPC campaigns: A deep dive into the user journey 1
  2. 2. 2 Internal Use Only @HollerVeronika #IntSS Hi I´m Veronika I´m a Global Senior SEO Manager in the Digital Marketing Center of Excellence CompuGroup Medical I work for 14 years in Digital Marketing; I have started as Content Creator switch to PPC Manager and ends in SEO
  3. 3. 3 Internal Use Only Create more effective PPC Campaigns over all platforms Holistic Mindset for more qualified leads Better understanding of your Target Group @HollerVeronika #IntSS Key Takeaways
  4. 4. 4 Internal Use Only @HollerVeronika #IntSS If we type in a search query, we are at a certain point in our user journey
  5. 5. 5 Internal Use Only @HollerVeronika #IntSS ⮚ Informational ⮚ Navigational ⮚ Transactional ⮚ Commercial ⮚ Brand
  6. 6. 6 Internal Use Only @HollerVeronika #IntSS
  7. 7. 7 Internal Use Only @HollerVeronika #IntSS Intentions have changed since the pandemic / self research and buying online has peaked
  8. 8. 8 Internal Use Only @HollerVeronika #IntSS In B2C it is a learned lesson – we search, self research and buy online
  9. 9. 9 Internal Use Only @HollerVeronika #IntSS In B2B we have the same acting since the pandemic
  10. 10. 1 0 Internal Use Only @HollerVeronika #IntSS In a case study from Google & Bain & Company for B2B
  11. 11. 1 1 Internal Use Only @HollerVeronika #IntSS
  12. 12. 1 2 Internal Use Only @HollerVeronika #IntSS
  13. 13. 1 3 Internal Use Only @HollerVeronika #IntSS
  14. 14. 1 4 Internal Use Only @HollerVeronika #IntSS Key Takeaways 1. Reach B2B buyers before they begin to research 2. Leverage digital branding to drive increased search & consideration 3. Develop emotional content to connect with B2B buyers
  15. 15. 1 5 Internal Use Only Important Touchpoints
  16. 16. 1 6 Internal Use Only @HollerVeronika #IntSS For a long time, there was the myth that users who come through an ad want to carry out a transaction directly
  17. 17. 1 7 Internal Use Only @HollerVeronika #IntSS And users who come via SEO have more time to research and to have the first organic position means to have a good reputation
  18. 18. 1 8 Internal Use Only @HollerVeronika #IntSS
  19. 19. 1 9 Internal Use Only @HollerVeronika #IntSS Hmm… I've found that most people don't even know the difference they click and hope they find their answer
  20. 20. 2 0 Internal Use Only @HollerVeronika #IntSS This is the reason why Google had changed their Algorithm and try to catch up all intensions
  21. 21. 2 1 Internal Use Only @HollerVeronika #IntSS The User should find there answer directly in the search with the first query
  22. 22. 2 2 Internal Use Only @HollerVeronika #IntSS You wanna catch them all?
  23. 23. 2 3 Internal Use Only Let´s start with user journey mapping for PPC
  24. 24. 2 4 Internal Use Only @HollerVeronika #IntSS Why User Journey Mapping for PPC?
  25. 25. 2 5 Internal Use Only @HollerVeronika #IntSS User journey mapping shows you what users expects from you at each stage
  26. 26. 2 6 Internal Use Only You gain valuable insights from your target group @HollerVeronika #IntSS
  27. 27. 2 7 Internal Use Only @HollerVeronika #IntSS You understand important touchpoints – PPC is one important Touchpoint
  28. 28. 2 8 Internal Use Only @HollerVeronika #IntSS
  29. 29. 2 9 Internal Use Only @HollerVeronika #IntSS Best Thing You can use it for your overall international PPC Strategy
  30. 30. 3 0 Internal Use Only @HollerVeronika #IntSS Because around the globe user are on a different point of there journey
  31. 31. 3 1 Internal Use Only @HollerVeronika #IntSS
  32. 32. 3 2 Internal Use Only A potential customer may need multiple touchpoints with your brand before making a decision @HollerVeronika #IntSS
  33. 33. 3 3 Internal Use Only In B2C we known this because we are user and customer @HollerVeronika #IntSS
  34. 34. 3 4 Internal Use Only In B2B we must get them and collect them @HollerVeronika #IntSS
  35. 35. 3 5 Internal Use Only @HollerVeronika #IntSS @HollerVeronika #IntSS
  36. 36. 3 6 Internal Use Only Create Personas for PPC- Campaigns
  37. 37. 3 7 Internal Use Only Come with me to the dark side of Optimization @HollerVeronika #IntSS
  38. 38. 3 8 Internal Use Only You maybe think why should I create Personas for PPC? @HollerVeronika #IntSS
  39. 39. 3 9 Internal Use Only The times with only Keyword based Campaigns are over for example PMax @HollerVeronika #IntSS
  40. 40. 4 0 Internal Use Only If you know your target Group you write better Ads, creates more effect creatives – Result more Leads! @HollerVeronika #IntSS
  41. 41. 4 1 Internal Use Only If you know your Target Group, you see the difference between statistic tweens @HollerVeronika #IntSS
  42. 42. 4 2 Internal Use Only
  43. 43. 4 3 Internal Use Only Both are born 1948 growing in England, married twice, have children, are rich, loves dogs & loves to make Holidays in the Alps @HollerVeronika #IntSS
  44. 44. 4 4 Internal Use Only But I´m sure if the search for clothes, they wouldn´t choose the same online-shop @HollerVeronika #IntSS
  45. 45. 4 5 Internal Use Only
  46. 46. 4 6 Internal Use Only DATA @HollerVeronika #IntSS
  47. 47. 4 7 Internal Use Only Where did I get my Data?
  48. 48. 4 8 Internal Use Only • Analytics Tool • Insights Social media Platforms • #Analysis • Google Trends, Answer the public, also asked • SEMRUSH etc. @HollerVeronika #IntSS
  49. 49. 4 9 Internal Use Only @HollerVeronika #IntSS
  50. 50. 5 0 Internal Use Only @HollerVeronika #IntSS Create a Keyword-, Topic-, and Q & A List @HollerVeronika #IntSS
  51. 51. 5 1 Internal Use Only @HollerVeronika #IntSS You have so many data – now it´s time to use it for your PPC campaigns! @HollerVeronika #IntSS
  52. 52. 5 2 Internal Use Only @HollerVeronika #IntSS If you want to go deeper and use the fullest of your budget
  53. 53. 5 3 Internal Use Only @HollerVeronika #IntSS Take Insights from social media you see the profiles from your target group – Think out of the box @HollerVeronika #IntSS
  54. 54. 5 4 Internal Use Only Build your Funnel
  55. 55. 5 5 Internal Use Only ✔TOFU = Awareness Stage ✔MOFU= Consideration Stage ✔BOFU = Decision Stage @HollerVeronika #IntSS
  56. 56. 5 6 Internal Use Only @HollerVeronika #IntSS The Beginning of the Journey (TOFU) PPC campaign Top of the Funnel
  57. 57. 5 7 Internal Use Only The advertising objective of your PPC campaign at the awareness stage is brand awareness @HollerVeronika #IntSS
  58. 58. 5 8 Internal Use Only YouTube Ads Display Ads Paid Social @HollerVeronika #IntSS
  59. 59. 5 9 Internal Use Only This phase is to fill the Funnel and get the customer in there first steps @HollerVeronika #IntSS
  60. 60. 6 0 Internal Use Only KPI´s Bounce rate Average Session Duration Range Impressions CPM @HollerVeronika #IntSS
  61. 61. 6 1 Internal Use Only Aware users are not using branded keywords. They use broader phrases & sentences @HollerVeronika #IntSS
  62. 62. 6 2 Internal Use Only @HollerVeronika #IntSS For example in France we had create a lot of creatives for a new Product to test what workes best in the Awareness Stage
  63. 63. 6 3 Internal Use Only @HollerVeronika #IntSS We have made the mistake, to think France would work like South Africa an had create ads with smiling people
  64. 64. 6 4 Internal Use Only @HollerVeronika #IntSS
  65. 65. 6 5 Internal Use Only @HollerVeronika #IntSS But the best working Ad was the one with teeth on the creative
  66. 66. 6 6 Internal Use Only @HollerVeronika #IntSS
  67. 67. 6 7 Internal Use Only @HollerVeronika #IntSS In Germany creatives with screenshots from the software works best
  68. 68. 6 8 Internal Use Only @HollerVeronika #IntSS
  69. 69. 6 9 Internal Use Only @HollerVeronika #IntSS On Social Media Platforms - Video Ads works best all over the world
  70. 70. 7 0 Internal Use Only @HollerVeronika #IntSS
  71. 71. 7 1 Internal Use Only @HollerVeronika #IntSS What we have learned from France 7700 Unique Dental Professional per month in France on average 15 The average number of times each Dentist has seen an Xdent Advert per month.
  72. 72. 7 2 Internal Use Only @HollerVeronika #IntSS 50 The average number of times a confirmed Dentist has seen an XDENT advert. 992 000 The total number of times an XDENT advert was seen.
  73. 73. 7 3 Internal Use Only @HollerVeronika #IntSS
  74. 74. 7 4 Internal Use Only @HollerVeronika #IntSS The Middle of the Journey (MOFU) PPC campaign Middle of the Funnel
  75. 75. 7 5 Internal Use Only These customers are aware of their problem and are actively looking for a solution. Your PPC ads now need to be more specific.. @HollerVeronika #IntSS
  76. 76. 7 6 Internal Use Only PMax-Campaigns Search Ads Remarketing @HollerVeronika #IntSS
  77. 77. 7 7 Internal Use Only KPI´s clicks Cost per click (CPC) views Converted Users Conversion Rate @HollerVeronika #IntSS
  78. 78. 7 8 Internal Use Only The goal of your PPC ads at this Phase is: to get people to understand your product, service, and consider buying it. @HollerVeronika #IntSS
  79. 79. 7 9 Internal Use Only @HollerVeronika #IntSS At this point we had create Text Ads too – for example this one for Italy
  80. 80. 8 0 Internal Use Only @HollerVeronika #IntSS
  81. 81. 8 1 Internal Use Only @HollerVeronika #IntSS For the PMax we have used the best running creatives for each country
  82. 82. 8 2 Internal Use Only @HollerVeronika #IntSS
  83. 83. 8 3 Internal Use Only The END of the Journey (BOFU) PPC campaign Bottom of the Funnel
  84. 84. 8 4 Internal Use Only Towards the end of the journey a purchase decision is made. The prospect has identified their problem, researched it, and is ready to make a purchase @HollerVeronika #IntSS
  85. 85. 8 5 Internal Use Only Search Ads with Keywords + buy, book etc. Brand Ads Remarketingg @HollerVeronika #IntSS
  86. 86. 8 6 Internal Use Only KPI´s Conversions Return on Ad spend New Customer @HollerVeronika #IntSS
  87. 87. 8 7 Internal Use Only KPI´s The key performance metric at this Phase is conversions. The user is ready to buy, book etc. so you should focus on revenue, sales, new Customer and your ROAS. @HollerVeronika #IntSS
  88. 88. 8 8 Internal Use Only @HollerVeronika #IntSS Results on the End of the Funnel: In France, we were able to generate 25 new customers in six months with this structure of the paid campaigns. In Germany, we were able to rise the conversion rate from 3% to 25% in six months
  89. 89. 8 9 Internal Use Only Summary
  90. 90. 9 0 Internal Use Only @HollerVeronika #IntSS Search behavior has become more multimedia and interactive -
  91. 91. 9 1 Internal Use Only @HollerVeronika #IntSS That's why it's important to be active on all major platforms with entertaining campaigns
  92. 92. 9 2 Internal Use Only @HollerVeronika #IntSS Emotions, Trust and digital self-discovery Is the new Trend
  93. 93. 9 3 Internal Use Only @HollerVeronika #IntSS B2B and B2C search intentions and user journeys are merging more & more
  94. 94. 9 4 Internal Use Only @HollerVeronika #IntSS Only Ads, keywords and a short LP`s are no longer enough to convert
  95. 95. 9 5 Internal Use Only @HollerVeronika #IntSS We have to understand our Users and their individual journey to get them as happy Customers
  96. 96. 9 6 Internal Use Only @HollerVeronika #IntSS Thanks for your attention You want to know more or want to discuss about my topic?! You find me on Twitter & LinkedIN

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