This presentation is an integral part of SEMrush webinar https://www.semrush.com/webinars/

1. 1
www.dublindesign.com
The 2 Steps Crucial to
Ecommerce PPC in 2018
HOSTED BY:

2. Targeting unique groups of people
who share specific attributes, based
on how they have interacted with
your brand

5. We have so much data.
We have easy to use tools.
Why not leverage these?

6. The Approach
Layer
Add layers to further
qualify an audience
Learn
Learn about how these
audience perform in different
campaigns, with different
messaging
Test
Test different audiences, campaigns, and
messaging combinations

7. © 2018 Hanapin Marketing 77
Audience Creation

8. Things to Consider
● Your Goals
● Your Limitations

9. Audience Example - Google Ads
Base Audience - All Visitors
● Visited product page
● Did not visit confirmation
page

10. Audience Example - Google Ads

11. Audience Example - Google Ads

12. Audience Example - Google Ads

13. The Funnel
Audience Example
Non-Converting
Product Viewers
Awareness
Interest
Desire
Action

14. © 2018 Hanapin Marketing 1414
Use Cases

15. RLSA - Broad Category Terms
● Industry: Workout Equipment
● Goal: Push a user closer to purchase
● Audience: Treadmill Page Viewers, Non-Converting
● Stage of Funnel: Mid-funnel
● Targeting: Broad product category keywords
● Ad Format: Text ad

16. RLSA - Broad Category Terms

17. RLSA - Broad Category Terms

18. Customer Match - Competitor Terms
● Industry: Retail
● Goal: Increasing LTV
● Audience: Email subscribers, Jean Purchasers
● Stage of Funnel: Low Funnel
● Targeting: Competitor Keywords
● Ad Format: Text Ads

19. Customer Match - Competitor Terms

20. Customer Match - Competitor Terms

21. Dynamic Product Remarketing
● Industry: Electronics
● Goal: Drive final purchases
● Audience: Cart viewers, Non-Converting
● Stage of Funnel: Low funnel
● Targeting: Dynamic display ads using personalized feed
● Ad Format: Responsive display ad

22. Dynamic Product Remarketing

23. Dynamic Product Remarketing

24. Next Steps
● Small Tweaks, Big Wins
● The Funnel is your Friend
● Start Learning!

25. Thank you for attending our webinar!
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact ZATO Directly: https://zatomarketing.com
Contact SEMRush Directly:
Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf
Thank you!