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Chosen components o - PPT Presentation

f Online Marketing part I 2013 11 06 Sales Funnel Sales Funnel Sales Funnel Attention Interest Desire Action Satisfaction Sales Funnel Attention Interest Desire Action Satisfaction ID: 516029

google lead scoring adwords lead google adwords scoring marketing advertising ppc sales process based trigger keyword automation score leads

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Slide1

Chosen components of Online Marketing – part I

2013/

11

/06Slide2

Sales FunnelSlide3

Sales FunnelSlide4

Sales Funnel

Attention

Interest

Desire

Action

SatisfactionSlide5

Sales Funnel

Attention

Interest

Desire

Action

SatisfactionSlide6

Sales FunnelMarketing components:

SEM/SEO, Online Advertising, Content Marketing, Trade Shows….

(Web

Analytics & Campaign

Management)

Sales funnel optimization:

A/B, MVT Testing

Personalization & Segmentation

Lead Scoring

Lead NurturingUsability testing (UX)Email MarketingMarketing AutomationContact Management (CRM)

…Slide7

Marketing ComponentsSlide8

Marketing ComponentsSlide9

Marketing ComponentsSlide10

SEM – paid vs. organic search on SERPSlide11

SEM vs. PPC advertisingP

PC =

pay

per

click

, internet advertising

model,

advertisers

pay only when the ad is clicked.PPC became

common

term

PPC is

more

interactive, results-oriented method compare to display advertising

payed by time period, number of visitors

or

impressions

SEM includes PPC, SEO &

LinkbuildingSlide12

Search engines with SEM (PPC) programs

Googl

e =

Google

Ads

Yahoo!

and

Bing

= Microsoft adCenter Ask.comBaidu - ChinaSeznam.cz - Czech Republic = Sklik

Yandex

- Russia

Rambler

- RussiaTimway - Hong KongOnkosh

- Arabic search - Middle EastAýna - Arabic search - Middle East and North AfricaLeit.is – IcelandSEM (PPC) programs Slide13

SEM vs. PPC advertisingSlide14

SEM – paid vs. organic search on SERPSlide15

SEM vs. PPC advertising

97% of Google’s revenue!Slide16

PPC Advertising - Google Adwords

Ad

position

is determined by

AdRank

AdRank

=

Max

. CPCMAX CPC (max bid) refers to the maximum bid you designate that you're willing to pay for a given keyword.Slide17

PPC Advertising - Google Adwords

Ad

position

is determined by

AdRank

AdRank

=

Max

. CPC x Quality ScoreMAX CPC (max bid) refers to the maximum bid you designate that you're willing to pay for a given keyword.Quality Score (0-10)

is

the grade Google gives your

adSlide18

PPC Advertising - Google Adwords

Ad

position

is determined by

AdRank

AdRank

=

(Max

. CPC x Quality Score) x ad extensions and formatsMAX CPC (max bid) refers to the maximum bid you designate that you're willing to pay for a given keyword

.

Quality

Score

(0-10)

is the grade Google gives your adAd extensions

– additional info/links giving customers more reasons to click your adSlide19

PPC Advertising - Google Adwords Slide20

PPC Advertising - Google Adwords Slide21

PPC Advertising - Google Adwords

If Mallory has quality score of 5 -> $.26Slide22

PPC Advertising - Google Adwords

Quality Score

Your keyword's expected

click through

rate (CTR):

The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad

Your display URL's past CTR:

How often you received clicks with your display URL

Your account history

: The overall CTR of all the ads and keywords in your accountThe quality of your landing page: How relevant, transparent, and easy-to-navigate your page isYour keyword/ad relevance:

How relevant your keyword is to your ads

Your keyword/search relevance:

How relevant your keyword is to what a customer searches for

Geographic performance:

How successful your account has been in the regions you're targetingYour ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)Your targeted devices:

How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devicesSlide23

PPC Advertising - Google Adwords

Keyword =

zimn

í pneumatiky“Slide24

PPC Advertising - Google Adwords

Quality Score

Your keyword's expected

click through

rate (CTR):

The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad

Your display URL's past CTR:

How often you received clicks with your display URL

Your account history

: The overall CTR of all the ads and keywords in your accountThe quality of your landing page: How relevant, transparent, and easy-to-navigate your page isYour keyword/ad relevance:

How relevant your keyword is to your ads

Your keyword/search relevance:

How relevant your keyword is to what a customer searches for

Geographic performance:

How successful your account has been in the regions you're targetingYour ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)Your targeted devices:

How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devicesSlide25

PPC Advertising - Google Adwords Slide26

PPC Advertising - Google Adwords

Various types of extensions

Ad ExtensionsSlide27

PPC Advertising - Google Adwords

Basic ad extension:

the

sitelinkSlide28

PPC Advertising - Google Adwords

Location extensions

Offer

extensionsSlide29

PPC Advertising - Google Adwords

Application extension

Call extensionsSlide30

PPC Advertising - Google Adwords

Ratings extension

Location extensionSlide31

PPC Advertising - Google Adwords

Social annotations:

why

google

+ is importantSlide32

Google Adwords

The Google Network is split into the

Search Network

(which includes Google and other search sites like AOL) and the

Display Network

(which includes a collection of websites that have partnered with

Google

display partners

, YouTube, and specific Google properties, such as Gmail). Slide33

Keyword-targeted

Placement-targeted

Google

Adwords

Slide34

Google Adwords

Devices

:

Computers

Mobile Devices

Tablets

In

2014, half of Google’s searches will be on

mobile.

Only 5% of adwords clients are using mobile ads. Slide35

1.

Focus

on clicks: Cost-per-click (CPC) bidding

Automatic bidding

(most

clicks

possible

within daily

budget)

vs.

Manual bidding

(maximum CPC bids)2. Focus on conversions: Conversion Optimiser

3. Focus on impressions: Cost-per-thousand impressions (CPM) biddingGoogle Adwords

Slide36

3 types of interest-based advertising:Interest categories

allow you to reach people based on their interests, such as sports or travel, even when they visit a page related to a different subject on the Display Network.

Remarketing

allows you to show your ads on Display Network sites to people who previously visited your website and tailor your message to their specific interest.

Demographic

targeting

lets you reach people on the Display Network who we think are associated with certain demographic categories, like gender or age range

.

Google

Adwords

Slide37

Interest categoriesreach people based on their interests as they browse pages across the Google Display

Network

b

ased on websites

visited

Google associate

interests

and

demographics with a visitor’s anonymous cookiehttp://www.google.com/ads/preferences

Google

Adwords

Slide38

Google

Adwords

Slide39

Google Adwords Slide40

Google Adwords Slide41

Google

Adwords

Slide42

Remarketing“97% of new visitors do not convert the first time they arrive at your site.”

Remarketing

is a feature that lets you reach people who have previously visited your site, and show them relevant ads when they visit other sites on the Google Display

Network.

Set up

remarketing

Create

remarketing

list

Add the remarketing tag to your site Add remarketing lists to an ad group

Google

Adwords

Slide43

Basic remarketing strategies1) Reach all visitors to your website

target group

= (Homepage) or (Any page on your domain)

Provide details of the offer, special offer, seasonal message… etc.

Also efficient to use negative audience – talking to new people

2) Showcase different product categories

target

group

= (Visitors of product category)

Visitors of “Women Clothes” category get different ad than visitors of “Men Clothes”

3) Appeal to visitors who didn't convert

target group

= (Point 1) – (group of those who convert)

Visit but not

bought/

Downloaded but not installed the product Booking.com – next day: (viewed hotels) – those that you visited

Google

Adwords

Slide44

Basic remarketing strategies4) Re-engage visitors with abandoned shopping carts (using custom

combination

list)

target group = ("

Shopping Cart" page) – (Order Confirmation

)

Offering a discount or other incentive

5) Up-sell

or cross-sell to existing customers (complementary

products, services or content)target group = (Order Confirmation of product A) – (Didn’t visit product B) Complementary (Related) goods, services or content (whitepaper)

WII console + Additional

Remote Control

-

Nunchuck

6) Reach customers within a certain time period after they completed a

purchasetarget group = (Order Confirmation) + time aspect (usually period)WII console -> after 30 not later than 90 days buys a next game/ Trial of software

Google

Adwords

Slide45

Google

Adwords

Slide46

Demographic targeting

reach

customers who’re likely to be within the demographic

(=

age, gender

) groups

that you choose.

Google

Adwords

Slide47

Google

Adwords

Slide48

Questions

?Slide49

Marketing ComponentsSlide50

Sales FunnelMarketing components:

SEM/SEO, Online Advertising, Content Marketing, Trade Shows….

(Web

Analytics & Campaign

Management)

Sales funnel optimization:

A/B, MVT Testing

Personalization & Segmentation

Lead Scoring

Lead NurturingUsability testing (UX)Email MarketingMarketing AutomationContact Management (CRM)

*B2C versus B2B (Alza.cz versus Kentico.com)

*longer

salescycle

*complex product *N decision makers (Mazda.cz)Slide51

Lead ScoringSlide52

Lead ScoringSlide53

Lead Scoring

For example

100,000

10,000

100Slide54

Lead Scoring

A/B testing

For example

100,000

10,000Slide55

Lead Scoring

100

For example

100,000

10,000Slide56

Lead Scoring 10,000 leads, 5 sales reps -> 100 leads/day/salesmanSlide57

Lead Scoring Identify interesting leads and focus on them (lead scoring) Slide58

Lead Scoring Identify interesting leads and focus on them (lead scoring)

Nurture rest of leads using automated processes (lead nurturing via marketing automation)Slide59

Lead Scoring

Lead Scoring

10,000Slide60

Lead Scoring

Lead

nurturing

10,0000Slide61

Sales FunnelMarketing components:

SEM/SEO, Online Advertising, Content Marketing, Trade Shows….

(Web

Analytics & Campaign

Management)

Sales funnel optimization:

A/B, MVT Testing

Personalization & Segmentation

Lead Scoring

Lead NurturingUsability testing (UX)Email Marketing

Marketing Automation

Contact Management (CRM)

…Slide62

Lead Scoring

“Automated

process of qualifying

and segmenting

leads on your

website” Slide63

Lead Scoring

Behavioral

– identify the level of the leads’ engagement with your company based on their activities, such as visited pages, downloaded documents or submitted

forms

Demographics

- identify the fit of the leads for your company based on their profile values, such as

location, job title

or completeness of data

Contextual –

traffic source of the lead

Number of pointsSlide64

Lead Scoring

Email

Phone

Company

Country

Job title

Number of

p

ageviews

Repeated visits to website

Number of videos watched

Whitepaper download

Download of Trial version

Installation of Trial version

Newsletter SubscriptionSlide65

Lead Scoring

Rajesh

Chanchad

Email: rajesh@gmail.com

Phone: N/A

Company: N/A

Country: India

Job title: Student

Pageviews

: 150+Repeated visits to website: 8Videos watched: 14Whitepaper downloads: 2Download Trial versionInstallation of Trial versionSubscribed to newsletter--------------------------------------

70pts

Daren Smith

Email: daren@gmail.com

Phone: N/A

Company: N/A

Country: IrelandJob title: Web DeveloperPageviews: 20+Repeated visits to website: 2Videos watched: 1Download Trial version

Installation of Trial version

--------------------------------------

70pts

Josh Mosley

Email: josh@falconsoftware.com

Phone: +1 255 254 841

Company: Falcon Software

Country: USA

Job title: CTO

Pageviews

: 10

Repeated visits to website: 1

--------------------------------------

70pts Slide66

Lead Scoring

Rajesh

Chanchad

Email: rajesh@gmail.com

Phone: N/A

Company: N/A

Country: India

Job title: Student

--------------------------------------

5pts.Pageviews: 150+Repeated visits to website: 8Videos watched: 14Whitepaper downloads: 2

Download Trial version

Installation of Trial version

Subscribed to

newsletter

---------------------------------------65pts

Daren SmithEmail: daren@gmail.comPhone: N/ACompany: N/ACountry: IrelandJob title: Web Developer

--------------------------------------

20pts

.

Pageviews

: 20+

Repeated visits to website: 2

Videos watched: 1

Download Trial version

Installation of Trial version

---------------------------------------

50pts

Josh Mosley

Email: josh@falconsoftware.com

Phone: +1 255 254 841

Company: Falcon Software

Country: USA

Job title: CTO

--------------------------------------

50pts

.

Pageviews

: 10

Repeated visits to website: 1

---------------------------------------

20ptsSlide67

Lead Scoring – Two Scales

Phone Number

10

Company Name

5

Company Email Address

5

Country

0-15

Explicit (Demographic) Scores Show How Well the

Leads Fit Our Business

Traffic source - Direct

5

Traffic source - External Search

2

Traffic source - External Search inc. "kentico"

3

PPC Search Network Campaigns

5

Implicit Data - Behaviour at Website

Number of Visits to Website

4

Number of Page Views

6

Number of Page Views

8

Number of Page Views

4

Number of Page Views

4

Visit to the "Purchase" Page

10

Visit to the "Order" Page

25

Download of Assets

10

Internal Search

2

Kentico Newsletter Subscription

10

Lead Nurturing Email Click

5

Video Play

1

Personal Demo Registration

15

Hosted Trial Request

15

Hosted Trial Actual Usage

15

Download Trial Version

15

Download Free Edition

3

Install of Trial or Free Edition

15

WWAG Installation

10

Webinar Registration

15

Webinar Attendance

10

Become a Partner

15

Partner Registration

10

Training Requests

15

Implicit (Behavior Based) Scores Show How Well the

Lead Engages with Your Business

Data – max 35 pts.

Activities – unlimited pts

.

Full list:

http://

bit.ly/ourleadscoring

Slide68

Lead Scoring – Two Scales

Explicit (Demographic) Scores Show How Well the

Leads Fit Our Business

Implicit (Behavior Based) Scores Show How Well the

Lead Engages with Your BusinessSlide69

Lead Scoring – Two Scales

Explicit (Demographic) Scores Show How Well the

Leads Fit Our Business

Implicit (Behavior Based) Scores Show How Well the

Lead Engages with Your BusinessSlide70

Lead Scoring – Two ScalesExplicit (Demographic) Scores Show How Well the

Leads Fit Our Business

Implicit (Behavior Based) Scores Show How Well the

Lead Engages with Your BusinessSlide71

Lead Scoring – Two ScalesExplicit (Demographic) Scores Show How Well the

Leads Fit Our Business

Implicit (Behavior Based) Scores Show How Well the

Lead Engages with Your BusinessSlide72

Lead Scoring – Two Scales

Explicit (Demographic) Scores Show How Well the

Leads Fit Our Business

Implicit (Behavior Based) Scores Show How Well the

Lead Engages with Your BusinessSlide73

Lead Scoring – Two ScalesExplicit (Demographic) Scores Show How Well the

Leads Fit Our Business

Implicit (Behavior Based) Scores Show How Well the

Lead Engages with Your BusinessSlide74

Lead Scoring – Main benefits

Increased Sales

Productivity (time effectiveness, frustration)

Shorter Sales

Cycle (sales focus)

Increased conversion rate from qualified lead to opportunity

Visibility down the

pipeline (reliability of forecast)

Measurable ROI of lead generation (quantity versus quality)

Better understanding of your buyer personas and their customer journeys

Better alignment of sales & marketing effortsSlide75

Questions

?Slide76

Lead Nurturing vs. Marketing Automation“

Marketing

automation

is the use of software to automate marketing

processes”

Lead

nurturing

is a marketing term for building relationships with potential clients even if they are not currently looking to buy a product or service.”Slide77

Marketing Automation

Trigger type

Description

Contact created

Activates the process for new contacts created in Kentico CMS. You can specify an additional

Condition

that must be fulfilled for the trigger to start the

process.

Contact changed

Activates the process whenever the data of a contact is updated. You can specify an additional

Condition

that must be fulfilled for the trigger to start the process

.

Activity performed

Activates the process when contacts perform a specific

activity

on the website.

 

Select the

Activity type

that contacts must perform to initiate the process.

You can specify an additional

Condition

that must be fulfilled for the trigger to start the automation process. Use the

Activity...

rules to specify detailed requirements for the trigger activity

.

 

Score exceeded

Activates the process for contacts that exceed a specified

score

value.

 

You can specify an additional

Condition

that must be fulfilled for the trigger to start the process.

Select which score the trigger monitors using the

Score name

field.

Type the

Score value

that contacts must reach to initiate the process

.

 Slide78

Marketing Automation

Step

Description

Condition

Splits the process into two branches based on a condition. The process automatically transitions to the next step according to the result of the condition

.

Multi-choice

Splits the process into any number of branches based on a set of conditions.

 

If exactly one condition is met, the process automatically continues through the given branch.

If multiple conditions are fulfilled, designated users need to

manually choose

the next step

.

First win

Splits the process into any number of paths based on a set of conditions. The process automatically continues through the branch whose condition is met first

.

User choice

Splits the process into any number of branches. Designated users need to

manually choose

the next step for each contact in the process.

Wait

Halts the process for a specified amount of time before continuing to the next step

.

Finished

Represents the end of the process.Slide79

Marketing Automation – 10 examples1] Topic-oriented lead nurturing, trigger: content downloadSlide80

Marketing Automation – 10 examples2] Increase sales readiness, trigger: achieving high lead scoreSlide81

Marketing Automation – 10 examples3] Abandoned Shopping Cart, trigger: shopping cart abandonment

remind them of their forgotten purchase (“There is a giraffe left in your shopping cart!”)

get valuable feedback on why they didn’t finish the purchase (“Not enough space for a giraffe?”)

offer a special discount to your loyal, long-term buyers (“You were about to buy a third giraffe – get it with free delivery now!”)Slide82

Marketing Automation – 10 examples4] Upsell, Cross sell and Cycle-based sell, trigger: past purchases and sales cycles

Upsell

: Offer new/better versions of what they purchased (suggest a better, faster, stronger giraffe

)

C

ross

sell: Offer complimentary products to their purchase (e.g. the parasite-eating

Oxpeckers

(tick birds) that hitch a ride on giraffes’ backs, helping them stay parasite-free

)

Cycle-based

sell: Offer products that are being purchased in a cycle (as a

Oxpecker’s

life expectancy is lower than that of a giraffe, offer your customers their just-in-time replacement)Slide83

Marketing Automation – 10 examples

4

] Upsell, Cross sell and Cycle-based sell, trigger: past purchases and sales cyclesSlide84

Marketing Automation – 10 examples5] After Sale Support, trigger: sales cycle stageSlide85

Marketing Automation – 10 examples6] Customer Happiness, trigger: high or low Net Promoter

Score and

sales cyclesSlide86

Marketing Automation – 10 examples7

] Wake Inactive Leads, trigger: inactivity of leads

8

] Highly Engaged Persons, trigger: certain lead score and activitiesSlide87

Marketing Automation – 10 examples9] Event communication automation, trigger: manually or event registrationSlide88

Marketing Automation – 10 examples10] Employees Training, trigger: manual Slide89

Marketing Automation – Main benefits

Increased p

roductivity (time effectiveness)

Increased ROI (higher income from current lead generation investment)

Increased customer engagement

Deepened

and

maintained positive customer relationships

Increase market visibility and reach through multi-channel

campaigns

Better marketing

and

sales alignmentSlide90

TasksSet up two dimensional lead scoring system

Prepare list of lead scoring rules for Explicit Data (Demographics)

Consider having IP address and any data that you required from visitor using online forms

At least 4 rules for this category

Prepare list of lead scoring rules for Implicit Data (Behavior/Context)

Which actions will be repetitive and will these have some overall point limit?

At least 6 rules for this category

Use at least one negative score

Establish lead scoring groups and their labels

How would you name the groups (cold, warm, hot)?What score level needs to be achieved in each dimension to reach the group?Design lead nurturing workflow to warm up your leads (=to make them sales ready leads)

Your workflow should have at least 3 steps excluding Trigger (start) and Finish (in this case the Finish point is: Sale or Import to CRM) Slide91

Questions

Twitter:

@

petrpas

cmswire.com/

author

/

petr-passinger

/

Slide92

Questions

Twitter:

@

petrpas

cmswire.com/

author

/

petr-passinger

/