creative ppc tactics: re-inventing boxes we're not in by marty weintraub
TRANSCRIPT
#SMX #11B @MartyWeintraub
Creative PPC Tactics: Reinventing Boxes We're Not In!
#SMX #11B @MartyWeintraub
Creative PPC Tactics: Reinventing Boxes We're Not In!
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
Today’s PPC Data Hackz
• Extended Negative KW Mapping• SRSLY Creative AdWords Scripts• Filtered Lookalike Modeling • Psychographic Retargeting
Filters• PPC Integrated Testing Checklist
#SMX #11B @MartyWeintraub
Map Negative KWs To Exclusions
#SMX #11B @MartyWeintraub
Exclude Facebook Cheapskates…
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
Hyper-Creative External Data Mashups
#SMX #11B @MartyWeintraub
Campaign Budgets, Bids, Mobile Bid Modifiers, Hour Of Day, Day Of Week, Audience, etc.
#SMX #11B @MartyWeintraub
Script Weather API To Tire Sales
#SMX #11B @MartyWeintraub
Map Pizza Delivery To EU Football Data
#SMX #11B @MartyWeintraub
Hourly Allergens/Smog Index
#SMX #11B @MartyWeintraub
Invite Ad-Ops To Brainstorm Creative
#SMX #11B @MartyWeintraub
Call Center / Web Form, TOD/GEO Scripts
#SMX #11B @MartyWeintraub
Script Real-Time Markets, Credit (In)Security
#SMX #11B @MartyWeintraub
Ad-Gap The Amazon Devil
#SMX #11B @MartyWeintraub
Friendly & Predatory Rank Bidding
#SMX #11B @MartyWeintraub
Ad-Ops Meets Creative Director!
#SMX #11B @MartyWeintraub
Filter Lookalike Modeling
#SMX #11B @MartyWeintraub
Filter It
#SMX #11B @MartyWeintraub
Filtered RetargetingAKA: Turn Social Cookie Pools Over To Performance Marketers
#SMX #11B @MartyWeintraub
Post-Click D.O.A.?
#SMX #11B @MartyWeintraub
Value Of Precious Targeting$$$ Squandered To Generalized Post Click Tactics
#SMX #11B @MartyWeintraub
Team Curated, Owned-Audience Cookie Pools For Performance Marketers To Exploit
#SMX #11B @MartyWeintraub
Pixel-As-The-Metaphor-Retargeting
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
X X
Catalog Retargeting
2. New Expectations For Social Marketers/Traditional Retargeting
#SMX #11B @MartyWeintraub
Product Follows Users
#SMX #11B @MartyWeintraub
Funnel Retargeting
#SMX #11B @MartyWeintraub
“New” Best Practices [NOT Yet]
#SMX #11B @MartyWeintraub
Audience & Creative As Retargeting Metaphors
AudienceCookie Pools
#SMX #11B @MartyWeintraub
“All The World’s A List!”
#SMX #11B @MartyWeintraub
Intra & Inter-channel Mashup #TEST Checklist ☑
#SMX #11B @MartyWeintraub
Sell Something Now!
DR, Funnel-Top Paid CPC, CTR, CPA, CPI, CPD Conversion
#SMX #11B @MartyWeintraub
Sell Something Later!
Retargeting: Search/Social Mashups, Two+ Hop Thinking
#SMX #11B @MartyWeintraub
5 Efficient D.I.Y. #PPC Data Mashup Tests
#SMX #11B @MartyWeintraub
Search > Social Separate & Retarget Big KWs [Scalable, Expensive Singles & Clusters] UNFILTERED, Wide Open…
#SMX #11B @MartyWeintraub
Search > Social: Separate & Retarget Big KW In Social FILTERED, Vertical Creative
#SMX #11B @MartyWeintraub
Filter Site-Wide Visitor Retargeting By Successful DR Psychographic Data
#SMX #11B @MartyWeintraub
Search > Search: RLSA For Big KWs To Small KWs
#SMX #11B @MartyWeintraub
Social > Search: RLSA Campaigns To Social Audiences + Big & Small KWs
#SMX #11B @MartyWeintraub
• Extend Negative KW Mapping
• Create with AdWordsScripts
• Filter Lookalike Modeling • Filter Retargeting• Test Integrated PPC Tactics
Today’s Takeaways
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
#SMX #11B @MartyWeintraub
SEE YOU AT THE NEXT #SMX!
THANK YOU!