We can run Pay Per Click campaigns on less competitive keywords. For example, we wouldn't want to bid on "photo paper", because it's highly competitive. However, "MOAB paper" has over 720 searches per month, but only one active ad on the keyword. We can make your ad show as a top search result and you pay per click for services you want to put a little push behind. I can cross reference what we would like to promote and what keywords are workable. We can do this with a SKAG strategy (Single Keyword Ad Groups). SKAGS are ad groups designed with a one-to-one relationship between the root keyword and the ad. For example, let's say you search "MOAB Paper" the ad will say exactly that. The idea is to have dynamic keyword insertion for what the visitor is interested in, a one to one relationship between a search term and the ad presented. We can do this with 100s, sometimes 1000s, of keywords.

This strategy targets specific people with personalized messages. Whether it be email addresses, phone numbers, or even user IDs, we can pull a list of contacts from your CRM or wherever your customer data is stored, upload it, and target people with ads that are relevant to where they are within your funnel. We can also run lead gen on LinkedIn. LinkedIn advertising does get pricey, but you can target decision makers by using LinkedIn's algorithms to market by profession, title, etc. I don't recommend LinkedIn all too often, but do think we'd have a play here for B2B. However, I think before investing in a social platform we should build initial traffic through search engines.

We can start targeting on Google's Display Network (Much cheaper than LinkedIn). I won't charge anything additional to get on the display network.

We will target people who have taken action on the site. This is done through cookies. You have probably seen Google Display Ads when on a resourceful website (e.g. Business Insider). On the sides of articles you may see an ad for something you were on the other day, this is the display network. We can also utilize Ecwid in order to email people who have abandoned their carts.

I like to breakout display campaigns according to where the visitor is at in your funnel. Many of times their actions can tell you where they are in the funnel. Here is an example

1.) Someone was on your site for less than 5 minutes - N/A

2.) Someone was on your site for more than 5 minutes - Offer newsletter on specials

3.) Someone filled cart, but didn't purchase - Offer Coupon for specific brand/product