zanzi digital - slides from sellerdeck conference 2015
TRANSCRIPT
![Page 1: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/1.jpg)
How To Make Your Online Advertising Stand Out
and differentiate you from your competition
Jayne Reddyhoff
Zanzi Digital
![Page 2: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/2.jpg)
Do it properly
How to make your Advertising stand out
Use the magic formula
Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!
![Page 3: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/3.jpg)
Do it properly
• Really understand your audience
• Super segmentation
• Pay attention to detail
![Page 4: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/4.jpg)
Do it properly: understand your audience
Buying Intent
Perfect Ad Copy
Perfect Landing Page
![Page 5: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/5.jpg)
Do it properly: understand your audience Mirror the visitor’s end goal WeBuyCars.com tells the visitor they’ll buy the car - which mirrors the prospect’s end goal. The goal of the searcher is to have someone buy their car. How they go about selling it isn’t as important as getting it sold.
![Page 6: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/6.jpg)
Do it properly: understand your audience
![Page 7: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/7.jpg)
Do it properly: understand your audience
![Page 8: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/8.jpg)
Do it properly: super segmentation
![Page 9: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/9.jpg)
• More than 35 changes to AdWords so far in 2015
• Competitor actions
• Market changes
• More data, better analysis
• External Factors e.g. the weather!
• Seasonal/special event variations
Do it properly: pay attention to the details
![Page 10: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/10.jpg)
Use the magic formula
• Follow a process
• Take responsibility; don’t rely on Google
• Work smart!
![Page 11: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/11.jpg)
Use the magic formula: follow a process
![Page 12: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/12.jpg)
Use the magic formula: don’t rely on Google
• Hot pink wedges
• Add recommended keywords to your ad groups
![Page 13: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/13.jpg)
Use the magic formula: don’t rely on Google
In Shoes, ROAS was 4.9 against the target of 4.0. So all is apparently good, right? Wrong! The sub-category of pumps had ROAS of only 1.2. For more than 200 pumps, 95% of all impressions went to one SKU - a pair of hot pink wedge pumps that were attention grabbing and expensive That single SKU had an ROAS of 0.23.
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Use the magic formula: work smart
• Follow the 80:20 rule - pareto principle
• Make high impact changes first
• Work on high traffic campaigns first
• Know when to stop!
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Use the magic formula: results
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Be creative: some examples
• News jacking
• Appealing to ego!
• Using humour
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Be creative - news jacking, Pomi-T
AdWords visits after the TV program aired. We were ready and had the budget in place to meet demand.
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Be creative - targeting an individual
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The site where I found this World of Warcraft PPC Ad labelled this one of the “lamest PPC ads ever”. But I thought it might be quite clever - know your audience?
![Page 20: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/20.jpg)
Do it properly
How to make your Advertising stand out
Use the magic formula
Unexpected Food III 1. :Sardine Fries by Jo Christian Oterhals., http://bit.ly/1N7jP1d Be creative!
![Page 21: Zanzi Digital - Slides from Sellerdeck Conference 2015](https://reader031.vdocuments.mx/reader031/viewer/2022020410/58ed66a21a28ab831c8b46c1/html5/thumbnails/21.jpg)
Questions?
Jayne Reddyhoff
Zanzi Digital