PPC 101

| PPC 101 Webinar 1

Three Deep MarketingPPC 101

| PPC 101 Webinar 2

Who am I and why are we here?

Carie OttoPaid Media & Optimization StrategistThree Deep Marketing

Why are we here?To see if and how pay-per-click marketing may be effective for your business.

| PPC 101 Webinar 3

Digital Marketing Objectives For B2B Companies

| PPC 101 Webinar 4

Digital Marketing Objectives For B2C Companies

| PPC 101 Webinar 5

- Every Marketer, Everywhere

“Nobody clicks on ads anymore”

| PPC 101 Webinar 6

…and I’m like:a) Oh my God, that means I’m going to lose my job!b) Sorry internet – the end is near…c) That’s just WRONG.

http://delucainsight.com/wp-content/uploads/2014/09/woman-screaming.jpg

| PPC 101 Webinar 7

According to Wordstream, for keyword searches with high purchase intent (buy, purchase), nearly 2/3 clicks go to paid ads. Paid ads dominate up to 85% of above-the-fold SERP real estate.

High Purchase Intent Keywords: Paid Dominates

| PPC 101 Webinar 8

The top organic listing(s) gets the lion’s share of clicks on the search engine results page. TRUE. But, when paid ads are present they steal clicks from top organic rankings.

Even with High Organic Rankings, Paid Ads are Essential

Who wins this

lost traffic?

| PPC 101 Webinar 9

What is PPC?

| PPC 101 Webinar 10

econsultancy.com

“Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying each time your ad is clicked.”


Paid Search AdsDisplay/Banner AdsRemarketing AdsVideo AdsSocial Ads

Ads you can buy on pay-per-click terms


The Search Engine Results Page

Paid Ads

Paid Ads


[Meanwhile, behind the scenes]

A real-time ad auction takes place.Your bid and quality score are taken into account to determine if/where your ad shows. http://hanscs.com/wp/wp-content/uploads/

google_adwords_auction2.jpg


Where Does Paid Search Fit?


The Path to Purchase

It’s non-linear. It’s messy. It’s different for everyone—everytime.


When users are looking for Products, Services, Solutions, they SEARCH

Customer Path to Purchase: Education

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase


Customer Path to Purchase: Small Businesses Home & Garden Industry

People search many times before making a decision. Be found when someone looks for you.


I Like Leads & Revenue.Now What?


PPC Process

Discover Build Implement Optimize

Develop metrics of success, baseline those metrics, and kick off

the project.

Activities• Workshop• Measurement model setup• Audit existing or past campaigns• Tracking systems audit/implementation


Analyze if Paid Search Will Pay Off Before InvestingLook at:1) Your Goals & Success Metrics

KPIs to measure those2) Search marketplace trends

Google Keyword Planner3) Historic conversion rates of landing pages

Google Analytics


Goals Example


Keyword Research Example

Use Google Keyword Planner + Business Knowledge to Generate a Search Estimate.

AdGroup Type

Market Imp Share Your Imp CTR Clicks CPC Cost

Brand 30,000 95% 28,500 15% 4,275

$ 0.35

$ 1,496.25

Competitors 1,500,000 70% 1,050,000 2% 21,000 $ 0.75

$ 15,750.00

Category 1 2,700,000 70% 1,890,000 1.5% 28,350 $ 0.75

$ 21,262.50

Category 2 4,500,000 50% 2,250,000 1% 22,500 $ 1.00

$ 22,500.00

Category 3 2,700,000 20% 540,000 0.5% 2,700

$ 1.00

$ 2,700.00

Total 11,430,000

5,758,500

78,825

$ 63,708.75


ROI Analysis ExampleGoogle & Search Partners

Data

SHARE OF AD IMPRESSIONS50%

CLICK-THROUGH 2%

CONVERSION4%

AD SPEND BUDGET FILTER

#AD IMPRESSIONS

(Our Share)

#CLICKS or VISITS

Cost Overview:x $X.00 Average CPC= $X,000 Ad Cost @ X% Total Conversion Rate= $X.00 Cost per Inquiry

#SEARCHES

(Market)

#CONTACTS

Set & Close

AD SPEND BUDGET & QUALITY SCORE FILTER


PPC Process


Build/Re-build PPC campaigns across selected media that aim to meet

established goals.

Activities• Keyword research• Account structure/planning• Ad Writing• Landing pages


Relevancy is KEYKeywords, Ads, and Landing Pages


PPC Process


Launch campaigns on search, social or other media types. Begin to see success and gather

data. Activities• Start with Google Adwords campaigns• Expand to Bing, display, remarketing, facebook, twitter if

appropriate• Frequently monitor campaigns• Automated bid rules launched, human-led optimization

approach• Compare results to plan and report


PPC Process


Make changes to campaigns that will drive better results.

Activities• Search query reports and keyword changes• Keyword bid adjustments• Ad testing and re-writing• Advanced metric evaluation and analysis• Landing page optimizations• Plan for next steps


30-60-90-120 Day Strategic Plan (example)September October November December

Goals/Targets Conversions: 300, +20%CPA: $90, -30%

Conversions: 330, +10%CPA: $85, -6%



Paid Search Reduced set of keywords running – strategy more similar to 2014

Impact: Less reach of new customers, lower CPCs, higher conversion rates

Layer back in A category keywords that drive to new landing pages.

Impact: Reach new audience – additional revenue possibilities

Re-launch B & C category keywords that drive to new landing pages.

Impact: New revenue possibilities

Test shopping campaigns if client can offer better price, provide daily data feed

Impact: Additional ad visibility, more clicks, more sales

Keyword & bid optimizations specifically on Bing Ads. Audience match with Bing user base focused attention

Impact: Lower CPC and increase conversion rate

Launch A/B ad test with ads that were routed to legal

Impact: Increase number of site visits

Launch previously disapproved ads – sending directly to product pages

Impact: Higher conversion rates

Increase bids on mobile devices post- mobile CRO

Impact: Increased site visits, increased conversions

Landing Pages Launch landing page A

Impact: Higher conversion rate on category A keywords

Launch B & C landing pages

Impact: Higher conversion rate on B & C category keywords

Site Changes (Impact PPC significantly)

Fix Issue: product URLs going to search results pages

Change language to comply with advertising rules

*Implement CRO recommendations: desktop & mobile

Implement phone call tracking numbers to better measure results by source


Success With PPC

Do you like leads?Do you like revenue?


-econsultancy

“More than 50% of marketers say paid search delivers a better than average ROI and 87% say that PPC is their most measurable digital marketing channel.”


Paid Search Case Study: Fitness Company

CHALLENGE

Initial state: Keywords focused on club membership & franchise acquisition mangled in one messy campaign.

Web visitors were often brought to inappropriate landing experience upon clicking an ad.

Lack of relevance.

SOLUTION

Restructured paid search campaigns into two campaigns: 1) Franchise2) Membership

Create standalone landing page for franchise searches to create a more relevant landing experience and increase lead flow.

GOAL

Attract new franchisees to open fitness clubs.

Make better use of advertising budget, driving more of the right kind of leads.


Paid Search Case Study: Fitness Company

RESULTS

• Ability to distribute budget appropriately between franchise acquisition and membership support

• Track goals and KPIs by business objective

Account takeover, rebuild &

optimization begins

New Landing Pages

Implemented

Lead Flow• Overall increase in leads• 10% reduction in cost per lead• 55% lift in leads for franchise acquisition• 62% increase in conversion rate• 39% decrease in cost per lead due to landing page

implementation


Paid Search Case Study: Health Care Company

CHALLENGE

Spending a lot of money on irrelevant keyword searches.

Missing out on new customers because of poor ad reach and relevancy.

Landing page had many distractions and black holes.

SOLUTION

Trim wasted ad spend.

Add keywords and re-write ads for better coverage and more site visits.

Scale to BingAds to reach additional 30%

Launch targeted, one-purpose landing page for Healthcare provider.

GOAL

Attract more new patients with the same investment in paid search.


Paid Search Case Study: Health Care Company

RESULTS

Jan-14

Feb-14

Mar-14

Apr-1

4May

-14Jun

-14 Jul-14

Aug-1

4Sep

-14Oct-

14Nov

-14Dec-

14Jan

-15Feb

-15Mar-

150

50

100

150

200

250

300

350

400

$0

$50

$100

$150

$200

$250

161 155 150

186163 173

234 236

299282

241268 271

284

339$220

$181 $175

$140 $142$160

$137$128

$116$131

$139$132 $135

$132$108

Total New Patients Cost/New Patient

Total New Patients & Cost Per New PatientPreviou

s agency

Thee Deep

TakeoverNew

Landing Pages

Implemented


How do I get started?


Free Tools

Keyword Research• Google Keyword Planner: adwords.google.com/KeywordPlanner

• Bing Keyword Planner: bing.com/toolbox/keywords

Competitive Research• SpyFu: spyfu.com

• Google Analytics: google.com/analytics

• Adwords Competitive Intelligence: adwords.google.com

Campaign Management• AdWords Editor: google.com/intl/en/adwordseditor

• BingAds Editor: advertise.bingads.microsoft.com/en-us/bingads-editor


Three Deep Marketing manages $7+ million in paid search spending annually

All campaigns are managed by certified paid media strategists with proven success


QUESTIONS?