targeting the "seller" persona with ppc

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

$ $

$ $

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

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NYC SF ATL PHLELITESEM.COM FLL

bed computer batphone

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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