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What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know

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Page 1: What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know

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Page 2: What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know

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Today’s Speakers

Chadd PowellHanapin Thought Leader

Navah HopkinsWordstream Thought Leader

Page 3: What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know

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Launch Poll

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Today’s Agenda

• Account Structure

• Budget

• Ad Copy Theory

• Quality Score

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Account Structure &

Campaign Types

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Let’s Start With The BasicsClient Center (MCC)

Account

Campaign

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Campaign

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Account

Campaign

Ad Group

Keywords Ads

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Ratios To Live By

1:7 1:30 1:3

Campaign to

Ad GroupsAd Group to

KeywordsAd Group to Ads

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Breaking Down The Strategies

Service/Product

Campaigns – AKA

Consistent Tom Brady

Research Campaigns

– AKA Experimenting

Scientist

Competitor Campaigns

– AKA Customer

Sniping Ninja

Branded Campaigns –

AKA Super Metric

Cheerleader

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Product & Service Campaigns

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Branded Campaigns

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Competitive Campaigns

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Research Campaigns

Research Campaigns

– AKA Experimenting

Scientist

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Tips for Structuring Accounts in Facebook

• Facebook is a mobile first platform.

Monthly Active Users: 1.49 billion (Q2 2015)

13% year over year growth

Mobile Monthly Active Users: 1.31 billion (Q2 2015)

23% year over year growth

• It’s also an awareness generating machine.

Get your ad in front of a large and growing audience.

Potential to go viral with likes, comments, shares, etc.

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Tips for Structuring Accounts in Facebook

Where should you start with your account structure?

1. First, figure out your goals/KPI’s and how Facebook can help.

– Customer Growth versus Incremental Revenue

– Want to test Facebook? Start with remarketing.

2. Second, segment mobile and desktop.

3. Third, understand your customers/clients and build your Facebook

audiences accordingly.

Not sure about what audiences to use? Use audience insights from your

remarketing efforts.

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Budget

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Questions To Ask Before You Begin

Budget = number of clicks that fit in a day.

*Set the budget knowing Google will average it over a 30.4 day period.

• What are customers worth to me?

• Does seasonality impact my business?

• Are conversions “true” conversions or just the beginning

of the sale?

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Budgets Across Campaign Types

Service/Product

Campaigns: 60-70%

Research Campaigns:

10-15%

Competitor

Campaigns: 10-15%

Branded Campaigns:

15-20%

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Budgets Start Small

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But Grow As Converted Clicks Grow

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Don’t Be Afraid To Move Budget

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Budgeting in Facebook – It’s Mobile First

For most brands and services,

majority of budget goes mobile.

Cost per clicks tend to be cheaper

(10-20%) leading to potentially

cheaper conversions and leads.

*Do be aware of B2B desktop

performance hiding in the

shadows.

Facebook has a huge amount of mobile users….

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Budgeting in Facebook – It’s Mobile First

So you segmented your budget by device, but want more?

Are you using a funnel based marketing strategy?

If so, split your budget according to growth and/or

efficiency goals.

Growth

70/30 – Drive Customer

Growth and Awareness

Safe and Efficient

40/60 – Drive Incremental

Revenue

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Ad Copy Theory

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Ad Copy Is An Art & Science

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Rules Of Engagement

1. Make sure the headline flows well with line one.

2. Always punctuate your ads.

3. Capitalize the first letter of every word.

4. Keep ad copy grounded in keywords – save promotional statements for

call out extensions.

5. Make sure the landing page promotes a concise path to conversion.

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Don’t Be Afraid To Express Your Brand

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Always Include Extensions

123

4

1. Call out: 25 character promotional statement

2. Structured Snippet: Up to 10 25 character snippets

3. Review Extension: review from a third party who’s purpose is to review content (not yelp)

4. Site links: navigational prompts to help on the path to conversion.

5. Call Extensions (not shown): Phone number associated with business or call tracking number

6. Location Extension (not shown): Address associated with Google My business Profile.

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A/B Test But Maintain The Ratios

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Crafting a Good Ad in Facebook

Tailor Ad Copy and Images to the Platform

Facebook is used for sharingwith family, friends, and community.

It lacks the intent of the search engines, but the reach is immense.

You must grab people from their social browsing.

What would grab your attention?

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Crafting a Good Ad in Facebook

It starts with…..Images!

Introduce your brand in the image.

Avoid stock images if at all possible. Users can spot them a mile away.

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Crafting a Good Ad In Facebook…Cont.

Match the ad format to your

strategy:

Remarketing

• Use the carousel ad format

• Tie it to a product feed for

hyper relevance.

Brand Awareness

• Try the single image format

• Introduce your brand with a

big and bold image that

creates interest.

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Quality Score

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Quality Score Is A Glorified Report Card

1 5 10• Low keyword to ad to landing

page relevancy.

• Low CTR

• Not Transactional SERP

• High keyword to ad to landing

page relevancy.

• High CTR

• Transactional SERP

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Strive For 5

A quality score of 5+ means you get a

discount on clicks.

A quality score of 4 or lower means you

pay a premium.

P.S. Google resets quality scores all the time.

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Quality Score Tendencies Across

Campaigns

Service/Product

Campaigns: average to

good quality score

Research Campaigns:

wild card quality scores

Competitor

Campaigns: poor to

average quality scores

Branded Campaigns:

good quality scores

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Quality Score in Facebook?

They Call it Relevance!

What does relevance mean in Facebook?

Similar to Adword’s quality score, it attempts to measure audience response.

Calculated after you achieve 500 or more impressions on a score of 1-10.

How to use it?

Higher relevancy score can lead to more impressions and cheaper CPC’s.

Ad Exhaustion – Relevancy number declining over time? Time for a new ad.

Test Creative – Test ads against audiences to find higher relevancy scores.

Issues?

You can get good performance with a lower relevancy score.

A good relevance score with a high bid will beat out an excellent relevance score with a low bid.

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Launch Poll

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@NavahF@ChaddPowell