Why Paid Strategies Shouldn't Be Flat Packed.

Slide through my insights into PPC strategy following Hero Conf in San Diego 2024.

Transcript

1. Paid Strategies Shouldn’t be Flat- Packed P h o e b e R e d f e r n Z e l s t speakerdeck.com/phoeber linkedin.com/in/phoebe-redfern/ zelst.io
2. B Y E B Y E I N E F F E C T I V E C A M P A I G N S Welcome. Can you guess the theme?
3. You’re A Wizard, Phoebe By the end of this talk, you’ll be saying:
4. W H A T I S A F L A T - P A C K E D S T R A T E G Y ?
5. U S E R A S S E M B L E D but delivered straight to your door With users often never wanting to return....
6. N E V E R F A I L S , O N L Y 4 0 % O F T H E T I M E
7. It’s a short-term solution... I promise.... Us: Client: It’s been Six Months... D I S C L A I M E R :
8. You can build on the basics, but this requires time, expertise and in a lot of cases patience. S A V E Y O U R F U T U R E S E L F F R O M T H I S .
9. . . . O R T H I S Layered PPC Client Flat Packed PPC
10. F l a t - P a c k e d S t r a t e g y The red flags of a
11. R e d F l a g N u m b e r O n e : Y o u r c o n v e r s i o n e v e n t s , a u d i e n c e s a n d o v e r a l l s i t e t a g g i n g a r e a m i n e f i e l d .
12. A v o i d t h i s : Take time onboarding, learn what went wrong & ask for more info. B y d o i n g t h i s :
13. C h e c k Y o u r C o n v e r s i o n s e t t i n g s & remember, you can group them into a custom goal based on result.
14. Include the Basics R u l e o f T h u m b : eCommerce Services
15. R e d u c e W a s t e d S p e n d Save Money ! Exclude Audiences
16. Y o u m a d e i t t h r o u g h r o u n d 1
17. R e d F l a g N u m b e r T w o : Y o u r A s s e t s M a k e U s e r s Y a w n , S c r o l l o r F o r g e t .
18. I t S h o u l d n ’ t B e T h i s W a y
19. D o n ’ t N e g l e c t Y o u r A s s e t s Use them for experiments with ad copy, landing pages and more.
20. L o o k i n g f o r a t e s t ? Is your landing page working? Are your USPs landing with the Users? Are you seen as trustworthy & real? Is your site navigation effective? Is all information readily available?
21. Y o u r c a m p a i g n s h o u l d b e a s l a y e r e d a s a n o n i o n - Focus on adding in converting layers through optimizing your assets.
22. ‘ i t ’ s p e r f o r m i n g w e l l ’ Why not reap the rewards account-wide?
24. T o I n f o r m , R e t a i n & A t t r a c t intrinsic extrinsic
25. W o w ! T h a t E s c a l a t e d Q u i c k l y . flat-packed assets limit your campaign, account & return
26. T h e S o l u t i o n ? intrinsic extrinsic mental load type 3
27. G e r m a n e M e n t a l l o a d = Y o u r D a t a + Y o u r P r e s e n t a t i o n
28. E s c a p e P l a n : G A 4 Find Change Test Separate Repeat
29. From this R e i n v e s t To this
30. R e d F l a g N u m b e r T h r e e : Y o u r P l a n i s N o t C e n t r a l i s e d .
31. A v o i d h a v i n g 3 0 t a b s o p e n , w i t h 1 2 a l l o n t h e s a m e d o m a i n . C l e a r S t r u c t u r e = C l e a r A t t r i b u t i o n
32. B i o l o g y P P C S t r a t e g y
33. N u c l e u s c e l l D N A - w h a t t h e c e l l d o e s T r a n s l a t i o n K P I y o u a r e t r a c k i n g
34. C y t o p l a s m w h e r e t h e v i t a l c h e m i c a l r e a c t i o n s t a k e p l a c e . T r a n s l a t i o n y o u r p l a t f o r m
35. L a r g e V a c u o l e t h e s a c p r o t e c t i n g t h e D N A . T r a n s l a t i o n r e f i n e m e n t o f t h e p l a t f o r m . T h e m a j o r i t y o f t h e c e l l .
36. M i t o c h o n d r i a t h e p o w e r h o u s e o f t h e c e l l T r a n s l a t i o n a s s e t s , a d C r e a t i v e & m e s s a g i n g
37. C h l o r o p l a s t h o s t o f c h l o r o p h y l l , w h i c h a l l o w s f o r p h o t o s y n t h e s i s T r a n s l a t i o n y o u r b u d g e t
38. C e l l M e m b r a n e i n n e r b a r r i e r w h i c h c o n t r o l s w h a t m o v e s i n & o u t o f t h e c e l l T r a n s l a t i o n y o u r t a r g e t i n g
39. C e l l W a l l t h e t o u g h o u t e r c a s e t h a t g i v e s t h e c e l l i t ’ s s t r u c t u r e T r a n s l a t i o n y o u r a p p r o a c h
40. Y o u r A c c o u n t = H a r m o n y W o r k i n g t o w a r d s G o a l 2 W o r k i n g t o w a r d s G o a l 1
41. a r e y o u f l a t p a c k e d ? So now I ask
42. & i f y o u a r e . . . What you gonna do about it?
43. or Scan this QR code to connect. F i n d m e a t t h e Z e l s t B o o t h
44. S t a y c l a s s y S a n D i e g o !