if you build it: user focused strategies for ppc - hero conf 2014
DESCRIPTION
Paolo Vidali presents pay per click advertising strategies based on user experience, delving into post-click marketing and psychology. Presented at Hero Conf 2014 in Austin, Texas.TRANSCRIPT
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IF YOU BUILD ITUser Focused
Strategies for PPC Advertising
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Paolo VidaliDirector of Technology & Senior Digital Marketing Strategist @PaoloRobot
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WHAT ARE WE TALKING ABOUT?
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FIGURING OUT VISITORS USING
DATA
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WE HAVE ACCESS TO ON-SITE STATS.
LOTS OF EM.
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BUT WHAT ABOUT THE PSYCHOLOGY OF INTENT?
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PPC
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NEGATIVE KEYWORDS
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FOLLOW THE ENTIRE CONVERSION PATH
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DETERMINE INTENT THROUGH MEASUREMENT
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What we really need to do to design, is look at the extremes, the weakest, or the person with arthritis, or the athlete, or the strongest or the fastest person.
Because if we understand what the extremes are, the middle will take care of itself.DAN FORMOSA, SMART DESIGN
“”
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FINDTHE
OUTLIERS
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USE ANALYTICS TO FIND THE REAL PEOPLE >>>
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DIG INTO DATA
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LET’S CHANGE OUR WAY OF
THINKING
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THE WEB IS A GIANT EGG.
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THESE ARE YOUR USERS
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HOW DO WE KNOWWHERE TO BEGIN?
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ASK.
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DID WE GET TO THE MOON?WE DID.
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THE WORLD IS YOUR STAGETHE WORLD IS YOUR STAGE
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LET’S MAKE YOUR ACCOUNTS
BETTER
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IT WILL SAVE YOUR
CLIENTS MONEY
IT WILL SAVE YOUR
CLIENTS MONEY
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YOU WILL SLEEP BETTER AT NIGHT
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ANY QUESTIONS?
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THANK YOU KINDLY.
Find me@PaoloRobothttp://www.slideshare.net/PaoloVidali