targeting the "seller" persona with ppc
DESCRIPTION
A deck on how to reach the most valuable customers possible through different ppc channels, and how you can get the most out of the customers already in your funnel.TRANSCRIPT
personas & ppcsell with emotion
aaron levy
@bigalittlea
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
…personas?
NYC SF ATL PHLELITESEM.COM FLL
single shermy marcie mom wild woodstock
NYC SF ATL PHLELITESEM.COM FLL
single shermy
impulsive
price focus
one-and-done
no coi
marcie mom wild woodstock
NYC SF ATL PHLELITESEM.COM FLL
single shermy marcie mom
shopper
value focus
brand loyal
small coi
wild woodstock
NYC SF ATL PHLELITESEM.COM FLL
single shermy marcie mom
informer
attribute focus
brand leader
huge coi
wild woodstock
NYC SF ATL PHLELITESEM.COM FLL
buyers shoppers sellers
NYC SF ATL PHLELITESEM.COM FLL
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buyers shoppers sellers
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
“80% of revenue from 20% of customers”
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
more 20%’ers!
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
bed computer batphone
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
life changing decisions
aren’t made on 4 inch
screens
NYC SF ATL PHLELITESEM.COM FLL
flickr.com/photos/75791159@N02/
…but they probably start there
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
i am an attribution nightmare
NYC SF ATL PHLELITESEM.COM FLL
buyers shoppers sellers
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
we’re worth it
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
identifying behaviors
NYC SF ATL PHLELITESEM.COM FLL
made up my mind already
buy widget 1312
brand free shipping
cheapest widget
buyers
bottom of
funnel terms
ab-cart
retargeting
low-risk value
propositions
NYC SF ATL PHLELITESEM.COM FLL
buyers
bottom of
funnel terms
ab-cart
retargeting
low-risk value
propositions
foineeeeeeeeeeee
Save 10% on that thing you
looked at before.
Come onnnn. They’re pants! You
NEED pants!
NYC SF ATL PHLELITESEM.COM FLL
eh whatever it’s easy.
simple forms
free/expedited shipping
“just get ‘em in the door”’
buyers
bottom of
funnel terms
ab-cart
retargeting
low-risk value
propositions
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
low hanging fruit is always
the smallest
NYC SF ATL PHLELITESEM.COM FLL
buyers shoppers sellers
comparison &
volume terms
social
nurturing
promoted
content
NYC SF ATL PHLELITESEM.COM FLL
i need to solve a problem…
widget 1312 reviews
best widget
widget types
shoppers
comparison &
volume terms
promoted
content
social
nurturing
NYC SF ATL PHLELITESEM.COM FLL
what would my friends do?
newsfeed retargeting
non-creepy twitter cards
shoppers
comparison &
volume terms
social
nurturing
Promoted
content
NYC SF ATL PHLELITESEM.COM FLL
what do i need to know?
promoted posts
education-driven landing pages
email retargeting
shoppers
comparison &
volume terms
social
nurturing
promoted
content
NYC SF ATL PHLELITESEM.COM FLL
querying
queries
trusted wom
marketing
attribute driven
buyers shoppers sellers
NYC SF ATL PHLELITESEM.COM FLL
learning before buying
who-what-where-when-why
high volume, low converting
sellers
querying
queries
trusted wom
marketing
attribute driven
NYC SF ATL PHLELITESEM.COM FLL
trusted sources inform decisions
re-marketing as a research tool
layered display campaigns
informed content
sellers
querying
queries
trusted wom
marketing
attribute driven
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
trusted sources inform decisions
re-marketing as a research tool
layered display campaigns
education & content marketing
sellers
querying
queries
trusted wom
marketing
attribute driven
NYC SF ATL PHLELITESEM.COM FLL
i want the best, not the cheapest
unique value propositions
transparency & clarity
proof (not reviews)
sellers
querying
queries
trusted wom
marketing
attribute driven
NYC SF ATL PHLELITESEM.COM FLL
I DON’T CARE
NYC SF ATL PHLELITESEM.COM FLL
i want the best, not the cheapest
unique value propositions
transparency & clarity
proof (not reviews)
sellers
querying
queries
trusted wom
marketing
attribute driven
NYC SF ATL PHLELITESEM.COM FLL
WAT?
NYC SF ATL PHLELITESEM.COM FLL
i want the best, not the cheapest
unique value propositions
transparency & clarity
proof (not reviews)
sellers
querying
queries
trusted wom
marketing
attribute driven
NYC SF ATL PHLELITESEM.COM FLL
$ $
$ $
buyers shoppers sellers
$ $ $ $
$ $ $ $
$ $ $ $
$ $ $ $
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NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
converting conversions
NYC SF ATL PHLELITESEM.COM FLL
broad
phrase
exact
NYC SF ATL PHLELITESEM.COM FLL
buyers
shoppers
sellers
NYC SF ATL PHLELITESEM.COM FLL
flickr.com/photos/madaise
they gave a little
NYC SF ATL PHLELITESEM.COM FLL
Let’s get em to give a lot
more picture
Flickr.com/photos/theeerin
let’s make
it rain.
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
get more out of buyers
NYC SF ATL PHLELITESEM.COM FLL
Coming up on q4, I bet
you have q4 only
customers
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
who are they shopping for?
NYC SF ATL PHLELITESEM.COM FLL
NYC SF ATL PHLELITESEM.COM FLL
540 days!!
NYC SF ATL PHLELITESEM.COM FLL
WAKETHEM
UP!
flickr.com/photos/riteshm/
NYC SF ATL PHLELITESEM.COM FLL
the never expiring list:
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
learn about
shoppers
NYC SF ATL PHLELITESEM.COM FLL
visitor comes
to your site
visitor added
to a list
visitor
leaves
your ad displays across the
Google Display Network
visitor returns to your site and
gives you all their money
NYC SF ATL PHLELITESEM.COM FLL
flickr.com/photos/bigtallguy/
stalk them
NYC SF ATL PHLELITESEM.COM FLL
learn their loves
NYC SF ATL PHLELITESEM.COM FLL
talk to their friends
NYC SF ATL PHLELITESEM.COM CONFIDENTIALFLL
varysuccessmetrics
NYC SF ATL PHLELITESEM.COM FLL
thank you!
aaron levy
@bigalittlea