Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Where Does PPC Fit?
Integrated Marketing
for Smarty-Pantses
#IntegratedPPC
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2. $25
#IntegratedPPC
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3. Matt Hessler, @fasterstill
Director of Account
Management, Trada
Anna Sawyer @annafsawyer
Marketing Manager, Trada
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4. Which channels should I
pursue?
How do they all work
together?
How do I cost-effectively
get the results I want?
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5. A
sk
yo
ur
se
l
fs
fir om
st e
. q ue
st
i on
s
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6. se H
ar ow
ch m
in a
g n
fo y
r pe
yo o
ur ple
pr a r
od e
uc
t?
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7. hot shoes
90,000 monthly searches
Are you offering
something that
many people are
already looking
for?
Shoes that make women
look incredible. Yeah, people
are searching on that.
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8. cat berets
no search information available
Do you offer a
product that
people don’t
even know they
need?
Berets for cats. Great idea,
but what’s the search
volume? trada.com

9. underwater sandwich
solution
no search information available
Under water
Or is your hot Sandwich iPhone
App
new software
solution totally
unique?
(I’d buy it.)
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10. Determine your
search volume.
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11. W
ha Se
t co
ar n
e dq
y u
go our es
al m tio
s? a n!
rk
et
in
g
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12. Choose your
own adventure!
First, let’s talk a little
about PPC and SEO.
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13. Your
Product
Awareness
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14. Sales (or leads)
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15. Driving
Driving sales for
awareness for a
a product
product
category with a
category with a
low search
low search
volume
volume
Driving Driving sales for
awareness for a a product
product category with a
category with a high search
high search volume
volume
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16. awareness
low search volume
You need a Demographiclly-
cost-effective targeted marketing
way to let will allow you to
people know reach customers who
you are out don’t know they
there. need you.
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17. awareness
low search volume
1. Facebook.
Exposure is cheap,
and you also get the
implied trust and viral
nature of a friend
liking something.
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18. awareness
low search volume
Look at click data to
see which messages
are resonating in your
Facebook campaign.
You can use this later!
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19. awareness
low search volume
2. Display and email
marketing. Use the
messages you tested
in Facebook.
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20. awareness
low search volume
3. Build out PPC and
SEO campaigns.
Focus on messages
that push solutions.
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21. sales/leads
low search volume
You’ll still need
to make people
aware of your
product.
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22. sales/leads
low search volume
1. Display - better
ROI than Facebook
when conversion is
the focus, but it’s still
demographically and
psychographically
targeted.
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23. sales/leads
low search volume
2. Email and direct
mail. Focus around a
compelling offer.
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24. sales/leads
low search volume
3. PPC and SEO -
use language that
mirrors your mail
outreach, so when
people come looking
for you... they find
you!
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25. sales/leads
low search volume
4. Video. People
don’t know about
your solution or
product. Video is the
best way to explain
it. Use YouTube
Promoted Videos to
affordably get the
word out.
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26. sales/leads
low search volume
5. Retargeting. Makes
your brand look
bigger than it is!
Helps drive up
conversion rates of
the new visitors you
have acquired.
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27. awareness
high search volume
You need to get the
word out, but sales
aren’t your focus.
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28. awareness
high search volume
1. Go big on
Facebook and
display. Gather data
by message testing.
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29. awareness
high search volume
2. PPC will get the
click price down.
SERP, page share and
the way you position
yourself are
important.
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30. awareness
high search volume
3. Video and social
media push. Social
media is built for
awareness! Create an
interactive element
to incentivize people
to spread the word.
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31. sales/leads
high search volume
1. Start with PPC
and SEO. Why? You
can effectively
determine which
messaging/offers will
convert across
channels.
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32. sales/leads
high search volume
Also, getting your
PPC campaign to a
mature stage as soon
as possible will allow
you to get one of the
greatest benefits of
PPC: affordable leads/
sales that are scalable.
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33. sales/leads
high search volume
Focus on
differentiating yourself
from the competition
with compelling
offers. Never stop
testing calls-to-action!
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34. sales/leads
high search volume
2. Retargeter.
Remind potential
buyers that they’ve
researched you. Have
you heard the “five
touchpoints” rule?
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35. sales/leads
high search volume
3. Email, direct mail
and print advertising:
take your best-
converting CTAs
from PPC and use
them as headlines
and ad copy.
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36. sales/leads
high search volume
4. Social media as a
means to promote
great content and
engage users with
your brand. Think
content is just for
lead gen? Think again!
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37. No matter what your focus, you
should have an integrated
marketing strategy...
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38. ...and PPC can be a valuable
way to generate leads, sales and
awareness while being cost-
effective and predictable.
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39. Research your product and your customer.
Test with PPC.
Never stop learning from your data.
Keep your message consistent across channels.
The more touchpoints, the better.
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40. Here’s where we take two
minutes to tell you that Trada
can take care of PPC for you,
so you can get this valuable
data, message-test and get
diverse perspectives for your
messaging...
... and it doesn’t cost any more
than if you were to do search
marketing yourself.
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41. Trada has a large, global crowd of certified
paid search experts who do PPC for you.
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42. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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43. and they already know how to
run sophisticated PPC campaigns!
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44. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
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45. Time for questions!
For more information or to schedule a demo, email
dranda@trada.com
trada.com