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Double Your PPC Leads at Half the Cost
Mark Roberge
HubSpot
markroberge
July 21st 2010
Jeanne Hopkins
HubSpot
jeannehopkins
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways2
ldquoPre-Clickrdquo PPC Example
Top 3 ldquoPre-Clickrdquo PPC Mistakes
1 Bidding on only a few dozen words
2 Using only 1 ad group with 1 ad copy
3 Targeting the top position only
Generate More PPC Visitors with Less Budget
Bidding on Less
Than 100 words
1 Ad Group with
1 Ad Copy
Targeting Top
Position
5
Top PPC Mistakes
Bidding on 1000+
Words
Multiple Ad Groups
with Similar Vocab
Target 4 to 6
Position to Start
PPC Best Practices
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways6
ldquoPost-Clickrdquo PPC Example
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways2
ldquoPre-Clickrdquo PPC Example
Top 3 ldquoPre-Clickrdquo PPC Mistakes
1 Bidding on only a few dozen words
2 Using only 1 ad group with 1 ad copy
3 Targeting the top position only
Generate More PPC Visitors with Less Budget
Bidding on Less
Than 100 words
1 Ad Group with
1 Ad Copy
Targeting Top
Position
5
Top PPC Mistakes
Bidding on 1000+
Words
Multiple Ad Groups
with Similar Vocab
Target 4 to 6
Position to Start
PPC Best Practices
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways6
ldquoPost-Clickrdquo PPC Example
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
ldquoPre-Clickrdquo PPC Example
Top 3 ldquoPre-Clickrdquo PPC Mistakes
1 Bidding on only a few dozen words
2 Using only 1 ad group with 1 ad copy
3 Targeting the top position only
Generate More PPC Visitors with Less Budget
Bidding on Less
Than 100 words
1 Ad Group with
1 Ad Copy
Targeting Top
Position
5
Top PPC Mistakes
Bidding on 1000+
Words
Multiple Ad Groups
with Similar Vocab
Target 4 to 6
Position to Start
PPC Best Practices
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways6
ldquoPost-Clickrdquo PPC Example
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Top 3 ldquoPre-Clickrdquo PPC Mistakes
1 Bidding on only a few dozen words
2 Using only 1 ad group with 1 ad copy
3 Targeting the top position only
Generate More PPC Visitors with Less Budget
Bidding on Less
Than 100 words
1 Ad Group with
1 Ad Copy
Targeting Top
Position
5
Top PPC Mistakes
Bidding on 1000+
Words
Multiple Ad Groups
with Similar Vocab
Target 4 to 6
Position to Start
PPC Best Practices
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways6
ldquoPost-Clickrdquo PPC Example
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Generate More PPC Visitors with Less Budget
Bidding on Less
Than 100 words
1 Ad Group with
1 Ad Copy
Targeting Top
Position
5
Top PPC Mistakes
Bidding on 1000+
Words
Multiple Ad Groups
with Similar Vocab
Target 4 to 6
Position to Start
PPC Best Practices
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways6
ldquoPost-Clickrdquo PPC Example
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways6
ldquoPost-Clickrdquo PPC Example
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
ldquoPost-Clickrdquo PPC Example
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
ldquoPost-Clickrdquo Mistake 1 Sending Traffic to Home Page
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
ldquoPost-Clickrdquo Mistake 2 No Call to Action Above Fold
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
32
Conversion53
Conversion
ldquoPost-Clickrdquo Mistake 3 Form Too Long
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
ldquoPost-Clickrdquo Mistake 4 Too Much Clutter
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Build ldquoBest Practicerdquo Landing Pages to Maximize Leads
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Implement Tools to TestMeasureOptimize Landing Pages
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Leverage Lead Nurturing Intelligence to Close More Sales
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Focus on Cost per Lead and Customer
All PPC Visitors
Customers
Leads
ldquoAd Group 1rdquo Visitors
Customers
Leads
ldquoAd Group 2rdquo Visitors
Customers
Leads
ldquoKeyword 1rdquo Visitors
Customers
Leads
ldquoKeyword 2rdquo Visitors
Customers
Leads
ldquoKeyword 3rdquo Visitors
Customers
Leads
Measure cost per lead
and customer by your
entire PPC channelhellip
hellip by individual
Ad Groupshellip
hellip by individual
Keywords
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Closed Loop Reporting Example
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways19
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Use PPC to Unleash the Power of Organic (SEO)
bull Free
bull More traffic
bull Smarter people
bull Longer lasting
Organic Results
75 of clicks
Pay Per Click ndash 25 of Clicks
Source Marketing Sherpa and Enquiro Research
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
How SEO works
21
On-Page
(Context)
Off-Page
(Authority)
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Inbound Marketing SEO Blogs Social Media
Blog SEO Social Media
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Steps and Tools Needed to Unleash SEO
1 Analyze best keyword phrase opportunities 2 Optimize existing web content for target keywords
3 Blog about new target keywords 4 Promote blog in industry social media conversations
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Agenda
I Generate more PPC visitors with less budget
II Convert more PPC visitors into leads and sales
III Test and measure to increase PPC profitability
IV Use PPC to unleash exponential SEO returns
V Free Giveaways24
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Key Takeaways
Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
Use Best Practice Landing Pages to maximize visitor to lead
conversion
Focus on cost per lead and customer not CTRs CPCs
Use PPC as a test ground to drive SEO decisions the real game
HubSpotrsquos 3000 customers average 420 more leads in 5 months
PPC Key Takeaways
Free PPC Optimization Service for companies that sign up before EOB
Friday July 23rd (Limit of 10 available)
Special Offer for Webinar Attendees
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
Questions
Mark Roberge
HubSpot
markroberge
Jeanne Hopkins
HubSpot
jeannehopkins
