ppc playbook: 11 ways to turn leads into customers

•Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email!

• Time for Q&A – don’t be shy!

Logistics:Logistics:

• Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email!

• Time for Q&A – don’t be shy!

ALLEN FINN, Content Marketing Specialist

• Formerly a member of the Managed Services team

• 2 years with WordStream

• Likes to grill

BRETT McHALE, Senior Marketing Specialist for Paid Acquisition

• Manages in-house paid advertising

• 2 years with WordStream

• Also, likes to grill

Meet Our Presenters:

Is that some people just aren’t ready on day one.

A nurture program allows you to take this...

And turn it into this...

Because a winning nurture program, like a winning NFL team…

Creates Brand Familiarity

Provides Value

Handles Objections

Pushes the limits… Resulting in positive results!

Many businesses only use email to nurture

their prospects.

Email is Great...

But It Has Hurdles…

Email Nurture Adversity

.. To Thwart Email Overload and Low Open Rates.

You Can Use Paid Search and Social Together...

Today You’re Going to Learn How to...

Pre-Qualify Leads with AdWords

Nurture Prospects with Facebook (and AdWords)

Turn Leads Into Customers

So you can spend your time doing this...

…Instead of this

AdWords + Your Nurture Funnel

AdWords’ Role: Feeding the Funnel

AdWords’ Role: Nurture

AdWords’ Role: Close

Facebook + Your Nurture Funnel

Facebook’s Role

And Now….

11 Ways to Turn Prospects into

Customers

#1 Keyword Research + Audience Definition

Keyword Research + Audience Definition

#2 Find the Right Ad Format for Your Offering

Finding the right ad format for your offering

#3 Align Messaging Between Platforms

Align Messaging Between Platforms

#4 Make Sure Tracking Codes are in Place

(and Working)

Tracking Code In Place

#5 Develop + Grow Remarketing Lists

Develop + Grow Remarketing Lists

#6 Use IF Functions in Your Text Ad Copy

IF Functions

Device Audience

{=IF(device=mobile, text to insert):default text} {=IF(audience IN(<userlist1>,<userlist2>),text to insert):default text}

IF Functions

#7 Frequency Cap Your Display Ads

Frequency Cap

Your Prospects Without a Frequency Cap

Frequency Cap

#8 Push Leads Down the Funnel With

Facebook

Facebook Conversion Tracking Move Leads Down the Funnel

Exclusionary Audiences

#10 Lookalikes + Similar Audiences Are Your Best

Friend

Similar Audiences: AdWords

Lookalike Audiences: Facebook

#11 Use Dynamic Remarketing to Stay

in Front of Cart Abandoners

Cart Abandoners With Dynamic Remarketing

In Summary...

In Summary...● Finding the right ad format for your offering● Align Messaging Between Platforms● Develop + Grow Remarketing Lists● Facebook Conversion Tracking Move Leads

Down the Funnel● Exclusionary Audiences● Cart Abandoners With Dynamic Remarketing

Special Offer: Would you like a FREE Demo from a

certified AdWords expert?

YESNO,

THANK YOU