7 Steps to a

… Winning Multi-Channel

PPC Strategy

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Magic AI black box

• Transactions
• COCA
• ROAS
• POAS
• Conversion Value

Most of the time in digital marketing things sort of look like this...

... and if it’s e-commerce, they also look a lot like this...

Transactions

Revenue

... and it always comes down to these 2 little guys...

What happens when we chase conversions, COCA and ROAS/POAS is that we actually save now and we pay later

Both machine learning in ads and our marketers and agencies will actually go for the safe targets, the low hanging fruit

Generating interest

Activating the audience

How should we go about digital marketing strategy?

Defining your target buyer personas

Analysing your strengths and weaknesses

Analysing your direct competitors and their messages

Analysing your direct competitors and their messages

Choosing the right message for your campaign

Choosing the right marketing channels mix

Mixing it all with budget and KPIs

Et voila! Your Digital Marketing Strategy is served

We can see things through the conversion funnel lens…

Conversion Funnel

Generating interest

Activating the audience

Conversion

… or through the relationship pipeline lens

Marketing Pipeline

Generating interest

Conversion

CLTV (Customer Lifestime Value)

Total Marketing Costs

Transactions

Revenue

Generating interest

Activation

Conversion

Ce contează pentru ei în luarea unei decizii? Care este valoarea principală pe care pun accent? Care este o frică pe care o au în legătură cu achiziția unui produs sau serviciu?

How should a buyer persona profile look like?

General information

Age, sex, relationship status, geo location, income level, education, professional information

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Key values

What matters for them when they make a decision? What are their fears and motivators?

Goals and challenges

What are their professional and personal goals? How do your product and services contribute to achieving these goals?

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Where do we find them?

What are their main information sources? Where do they shop? What are their hobbies? What social networks do they use? What events do they participate in?

Where do we get data for the buyer persona profile info?

Insights about the Buyer Persona

Tools & Resources

• Audience reports in Google Analytics

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• Facebook Audience Insights

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• Similar Web Pro

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• Youtube Suggest

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• Social media

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• Reviews

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• Google Ads Keyword Planner

• What is the differentiator you are communicating? - Unique Selling Proposition

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• What is something that is:

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• Really unique for your business;
• Your competitors don’t have;
• Really important for your buyer persona.

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Key message

What is the reason to believe behind my key message?

Buyer Persona Filter. Check if the USP you are communicating is:

• Adapted to your buyer persona? Does the buyer persona understand it?
• Desirable for your buyer persona?

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• Credible? Is there a Reason To Believe behind it?

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• Relatable? Does the buyer persona understand the USP as something they can relate to?

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Key message

Check your message against the buyer persona filter

What is the main purpose of our ad?

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• To draw attention?

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• To convince the user of something?

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• To stand out from the crowd and get over banner blindness?

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Key message

Remember the actual purpose of your ad

YouTube Ads (In-stream, Bumber, Skippable), Facebook Video Views, Instagram Reels, Google Discovery, Display, Google Shopping, Performance Max, Tik Tok Ads, Content Marketing, SEO, Pinterest Ads

Facebook Dynamic Prospecting, Google Search, Shopping , Performance Max, YouTube Video Action, Affiliate Marketing, Criteo, RTB House, Programmatic Ads, Email Marketing, Content Marketing, SEO

Facebook Catalogue Sale, Instagram Shop Ads, Remarketing Google Search și Display, Shopping și Performance Max, Email Marketing, SEO

Generating interest

Activation

Conversion

Budget split

According to the marketing pipeline stages

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Generating interest

• Attracting new audience

Activating & engaging the interested audience

• Remarketing this audience and engaging them

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Capturing and converting the existing demand

• Conversion-oriented performance marketing campaigns

40%

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30%

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30%

Generating interest

Activation

Conversion

40%

• New Audience & Brand Awareness campaigns:
• Facebook Ads - Traffic, Reach
• Instagram Ads
• Youtube Ads
• Google Display & Discovery Ads
• Google Search Ads
• Google Performance Max
• Content Marketing
• Tik Tok Ads
• Pinterest Ads
• SEO

Generating interest

Budget split

First stage: generating interest

30%

Traffic and leads campaigns:

• Facebook Dynamic Prospecting
• Youtube for Action
• Email Marketing
• Google Search
• Google Shopping & Google Performance Max
• Affiliate Marketing
• Content Marketing
• SEO

Activation

Budget split

Second stage: Activating and engaging the interested audience

30%

Conversion campaigns, remarketing campaigns for the interested and engaged audience:

• Facebook Catalog Sales Ads
• Campanii de remarketare
• Google Search și Display
• Google Shopping și Performance Max
• Email Marketing
• SEO

Conversion

Budget split

Third stage: Capturing and converting the existing demand

Budget split

First stage: goals, KPIs and campaign types

Budget split

Second stage: goals, KPIs and campaign types

Budget split

Third stage: goals, KPIs and campaign types

Creatives adapted to the stage

Visuals, videos and key messages

Creatives adapted to the stage

Visuals, videos and key messages

Creatives adapted to the stage

Visuals, videos and key messages

Generating interest

Activation

Conversion

Thank you!

raluca@mth.digital