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#SMX #32c @PurnaVirji #bingads
By: Purna Virji, Sr. Bing Ads Client Dev & Training Specialist, Microsoft
Get All Up in That Business: Collecting Qualitative Data for Smarter Remarketing
#SMX #32c @PurnaVirji #bingads
Purna Virji Sr. Bing Ads Client Dev. & Training Specialist, Microsoft
Industry columnist
and speaker
Self-confessed
search nerd
Fun fact: Speak 6
languages
#SMX #32c @PurnaVirji #bingads
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
#SMX #32c @PurnaVirji #bingads
Mo money, mo problems Nope.
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji #bingads
Mo devices, mo problems
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji #bingads
Infinite Finite
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji #bingads
Reading Minds vs. Regular Data
Satya Nadella CEO, Microsoft
The true scarce commodity is increasingly human attention.
#SMX #32c @PurnaVirji #bingads
Reading Minds vs. Regular Data
Our remarketing efforts need to resemble one-on-one conversations.
#SMX #32c @PurnaVirji #bingads
Reading Minds vs. Regular Data
Increase your chances of CRO success by probing the mind of your
customer.
#SMX #32c @PurnaVirji #bingads
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji #bingads
Qualitative Data is powerful because…
It answers the why behind the what.
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji #bingads
Helping us achieve our maximum profit potential.
Reading Minds vs. Regular Data
#SMX #32c @PurnaVirji #bingads
Insights we can get
Reading Minds vs. Regular Data
Purchase Motivations
Purchase Funnel Experience
Barriers to Conversion
#SMX #32c @PurnaVirji #bingads
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
#SMX #32c @PurnaVirji #bingads
1. Purchase motivations
Value of Q-Data
To better frame your purchase triggers, you’ll want to know…
#SMX #32c @PurnaVirji #bingads
Why do your customers need your product?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Have they tried a similar product before?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
What are they missing out by not having it?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
How do they plan to use your product?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Value of Q-Data
For example
#SMX #32c @PurnaVirji #bingads
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
2. Purchase funnel experience
Value of Q-Data
To learn what it takes to close the sale, you’ll want to know…
#SMX #32c @PurnaVirji #bingads
How did they find out about you?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
What attracted them to your site?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
What did they like?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
What were they surprised to learn?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
If there was one thing they would change, what would it be?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Value of Q-Data
For example
#SMX #32c @PurnaVirji #bingads
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
3. Barriers to conversions
To identify reasons why they don’t convert, you’ll want to know…
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Why did they decide to not purchase?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
How trustworthy did they feel your brand is?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Did they find everything they were looking for?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Was there any info they could not connect with?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
After visiting, what did they do next?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Was there something more you could have done to persuade
them?
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Value of Q-Data
For example
#SMX #32c @PurnaVirji #bingads
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Use these as the basis to form additional Qs.
Note:
Value of Q-Data
#SMX #32c @PurnaVirji #bingads
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
#SMX #32c @PurnaVirji #bingads
Low effort, DIY methods
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
1. Be the consumer
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
Go through the full funnel desktop + mobile
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji #bingads
Read reviews + scope competition
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji #bingads
Record reactions + thoughts
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji #bingads
Identify weak points
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji #bingads
Compare against user data
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji #bingads
Tools:
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
Collecting Q-Data
1. Be the consumer
#SMX #32c @PurnaVirji #bingads
Resources
Collecting Q-Data
0-$
#SMX #32c @PurnaVirji #bingads
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
2. Ask the sales reps
Sales team
Collecting Q-Data
Customer service
Reach out to top performers:
#SMX #32c @PurnaVirji #bingads
2. Ask the sales reps
Collecting Q-Data
Feedback on marketing messaging
#SMX #32c @PurnaVirji #bingads
What gets people excited?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
What helps them close the sale?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
Common complaints or confusion areas?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
Common objections? Easiest objections to overcome?
2. Ask the sales reps
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
Qualify what’s “common” Get significant numbers
2. Ask the sales reps
Collecting Q-Data
Be careful:
#SMX #32c @PurnaVirji #bingads
Resources
2. Ask the sales reps
Collecting Q-Data
0
#SMX #32c @PurnaVirji #bingads
Resource-heavier:
Collecting Q-Data
(and practically always worth it!)
#SMX #32c @PurnaVirji #bingads
3. Surveys
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
3. Surveys
Why they bought?
Collecting Q-Data
What they like?
Identify segments to poll
Active customers:
#SMX #32c @PurnaVirji #bingads
3. Surveys
Why didn’t they convert?
Collecting Q-Data
What they plan to do next?
Identify segments to poll
Visitors who did not convert:
#SMX #32c @PurnaVirji #bingads
3. Surveys
General feedback while on the site
Collecting Q-Data
Identify segments to poll
Site visitors:
#SMX #32c @PurnaVirji #bingads
3. Surveys
Collecting Q-Data
Frame questions well
No leading or yes/no Qs Open-ended Qs work best
#SMX #32c @PurnaVirji #bingads
3. Surveys
http://bit.ly/good_Qs
Collecting Q-Data
Great slidedeck from @StephBeadell
#SMX #32c @PurnaVirji #bingads
Tools I’ve used:
3. Surveys
Collecting Q-Data
SurveyMonkey 4Q Qualaroo
#SMX #32c @PurnaVirji #bingads
3. Surveys
Collecting Q-Data
$-$$
Resources
#SMX #32c @PurnaVirji #bingads
4. Usability studies
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
4. Usability studies
Identify demos carefully
Collecting Q-Data
Create structured set of questions
#SMX #32c @PurnaVirji #bingads
4. Usability studies
Ask testers to find your product
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
4. Usability studies
Have them walk through full path + visit the competition
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
4. Usability studies
Collecting Q-Data
Gather reactions
Ad/landing page Purchase experience Expectations vs. reality? Competitor experience
#SMX #32c @PurnaVirji #bingads
4. Usability studies
Collecting Q-Data
Excellent user testing script sample: From Steve Krug http://bit.ly/ux_script
#SMX #32c @PurnaVirji #bingads
4. Usability studies
UserTesting.com
Collecting Q-Data
Tool I’ve used:
#SMX #32c @PurnaVirji #bingads
4. Usability studies
Collecting Q-Data
$$-$$$
Resources
#SMX #32c @PurnaVirji #bingads
Now you’re well equipped
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
Identify standouts
Top objections: How to address
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
Identify standouts
Top purchase triggers: How to play them up?
Collecting Q-Data
#SMX #32c @PurnaVirji #bingads
Collecting Q-Data
How much info is consumed: Ideate layout
Identify standouts
#SMX #32c @PurnaVirji #bingads
Collecting Q-Data
Create hypotheses and test plans
Plan tests
#SMX #32c @PurnaVirji #bingads
Collecting Q-Data
Prioritize testing opportunities: Test cost and opp. cost Potential impact
Plan tests
#SMX #32c @PurnaVirji #bingads
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Remarketing
#SMX #32c @PurnaVirji #bingads
As we know
Remarketing
Second chance
Brand familiarity
Shoppers who leave
#SMX #32c @PurnaVirji #bingads
Remarketing
Pssssst! Launching soon:
Remarketing in paid search
#SMX #32c @PurnaVirji #bingads
Data collected=
Remarketing list
Remarketing
#SMX #32c @PurnaVirji #bingads
Expand keyword lists
Think purchase motivations
Remarketing
#SMX #32c @PurnaVirji #bingads
More-targeted ad copy
Think purchase triggers + barriers
Remarketing
#SMX #32c @PurnaVirji #bingads
Bid like a boss
Think purchase funnel
Remarketing
#SMX #32c @PurnaVirji #bingads
Optimize bids and ads
Adjusting bids Customizing ads
“Have you tried…”
Increase bids by 200%
Remarketing
#SMX #32c @PurnaVirji #bingads
Remarketing
Helps you avoid the Creepiness Factor Save money and avoid
looking like a stalker.
#SMX #32c @PurnaVirji #bingads
Key Takeaways 1. Understand what you need to understand
Gather your question list.
2. Get the right answers Reps, customers, own research.
3. Create more powerful hypotheses Based on top standouts, e.g., purchase triggers.
4. Implement cross-channel Especially powerful for remarketing!
Remarketing
#SMX #32c @PurnaVirji #bingads
Hear it here first
http://aka.ms/bingadsblog
Remarketing
Thank You!
@purnavirji @bingads
#SMX #32c @PurnaVirji #bingads
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016