clever ways brands use ppc for customer loyalty - moztalk philadelphia - purna virji
Post on 15-Apr-2017
419 Views
Preview:
TRANSCRIPT
Clever ways powerful brands use PPC
Purna Virji@purnavirji
#BingAdsConnect | #AskBingAds
Question
@PurnaVirji
SHOW ME
Subliminal brand exposure can cause people to act in specific ways.
@PurnaVirji
7Presentation title — edit on Slide Master using Insert > Header & Footer
Me too.
Clever ways powerful brands use PPCMake your customers’ life easierShow your customers you careMake it easy to be a loyal customer
Click on icon to add picture. Then, right-click and select “Send to back”
Make your customers’ life easier
Be prepared for voice search Make your customer’s life easier
US smartphone users who use mobile personal assistants
38%
39%
59%
71%
Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014
@PurnaVirji
18-29
30-43
44-53
54+
41.6%
19% 18.7%
9.5% 11.3%
6 months to a year ago
Within the last 6 months
1 to 2 years ago
2 to 3 years ago
More than 3 years ago
When did you first start using voice/search commands?
MindMeld Survey, December 2015@PurnaVirji
Be prepared for voice search Make your customer’s life easier
Be prepared for voice search Make your customer’s life easier
@PurnaVirji
Where can I buy
bobby brown
makeup
Be prepared for voice search Make your customer’s life easier
@PurnaVirji
Be prepared for voice search Make your customer’s life easier
@PurnaVirji
Be prepared for voice search Make your customer’s life easier
@PurnaVirji
“Show me you send the wrong bags.”
I need a blue women’s sun hat made of canvas, size large.
Here’s what I found on the web for “a women’s sun hat made of canvas, white size large.”
Be prepared for voice search Make your customer’s life easier
Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014
@PurnaVirji
Who What When Where Why How Total0%
20%
40%
60%
80%
100%
120%
140%
160%
135%
7%
79% 75%
40%
81%60%
Be prepared for voice search Make your customer’s life easier
Question phrases = voice search degree of intent
Where
When
How
What/whoInterested
Ready to act
@PurnaVirji
Mobile voice search is more likely
to be local-based than text search.
3X
@PurnaVirji
Be prepared for voice search
Sitelinks and more
Sitelink extensions Make your customer’s life easier
Organize according to product collections
@PurnaVirji
Sitelink extensions Make your customer’s life easier
@PurnaVirji
Organize by customer’s stage of interest
Sitelink extensions Make your customer’s life easier
Organize according to customer’s need
@PurnaVirji
Sitelink extensions Make your customer’s life easier
Organize according to customer’s need
@PurnaVirji
Sitelink extensions Make your customer’s life easier
Random, disorganized categories are not helpful.
NOPE
@PurnaVirji
Sitelink extensions Make your customer’s life easier
Don’t forget call and location extensions!
@PurnaVirji
of smartphone searchers have used a store locator or ad extension to help find a local store1
One tap to maps and directions
76%
Be prepared for voice search Make your customer’s life easierLocation, location, location
Update 3rd party listings Show your customers you care
@PurnaVirji
Shopping Campaigns Make your customer’s life easier
It’s an Instagram world.Show all of the pictures.
@PurnaVirji
Indirect brand terms
Answer their questions Make your customer’s life easier
@PurnaVirji
Answer their questions Make your customer’s life easier
@PurnaVirji
Show your customers you care
Silly mistakes can cost you
Be location wise Show your customers you care
@PurnaVirji
Be timely Show your customers you care
@PurnaVirji
Be mobile mindful Show your customers you care
@PurnaVirji
Ad with Multiple Extensions
Ads without Extensions
Disaster preparedness
They believe you will put things right.
40@PurnaVirji
Professor Andrew Ehrenberg
Anticipate issues Show your customers you care
@PurnaVirji
Anticipate issues Show your customers you care
@PurnaVirji
Anticipate issues Show your customers you care
@PurnaVirji
Cross-channel promos
Offer good content Show your customers you care
@PurnaVirji
@PurnaVirji
Offer good content
Offer good content care
@PurnaVirji
Offer good content Show your customers you care
@PurnaVirji
Make it easy to be a loyal customer
Smart remarketing
Smart remarketing Make it easy to be a loyal customer
Time for more Clinique Repairwear?Ad Clinique.com 302,500+ followers on Twitter
Free shipping on purchase of $55. Shop Now.
Buy Repairwear Now Shop MakeupThe eye cream of your dreams, now available in daytime
Have a little colour or have a lot. Shop your favorite makeup.
Smart remarketing Make it easy to be a loyal customer
Show up for the competition Make it easy to be a loyal customer
@PurnaVirji
Show up for the competition Make it easy to be a loyal customer
@PurnaVirji
Show up for the competition Make it easy to be a loyal customer
@PurnaVirji
Longer-term engagement
Engage with them Make it easy to be a loyal customer
@PurnaVirji
Engage with them Make it easy to be a loyal customer
@PurnaVirji
• Drive customers to contests• Announce giveaways• Offer app downloads• Announce store
events/openings• New product launches• Offer recipes, how-tos and
other useful content
Give back Make it easy to be a loyal customer
@PurnaVirji
Give back Make it easy to be a loyal customer
@PurnaVirji
Marketing is no longer about the stuff that you make but about the stories that you tell.
61@PurnaVirji
Seth Godin
Clever ways powerful brands use PPCMake your customers’ life easierShow your customers you careMake it easy to be a loyal customer
Say hi @PurnaVirji
Thank you!
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.
top related