7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114

7 Brilliant Paid Search
Ideas That Drive Revenue

Kyle Gaudreau

Webmarketing123

Dana Rouleau
Google, Inc.

February 11, 2014

#123webinar | @webmarketing123

Frequently Asked Questions (FAQs)
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@webmarketing123

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Email us at “results@webmarketing123.com”


About Us

We are a digital marketing agency
focusing on lead gen & revenue.
Search Engine Optimization
Paid Search & Display

Social Media Marketing
Content Development


Top 500 Fastest
Growing Private
US Companies.

What sets
us apart?

We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations


Google products & ads.
We make the web work for you.

Search

Mobile

YouTube

Display

Google+

DoubleClick


On the Agenda

1
2

3 Steps to Stellar SEM Management
How to Maximize Digital Advertising ROI

4 Steps to Advertising That Sells

How to Capture the “Always-On” Customer


Why Now?

2013 Changed the Playing Field
November
Ad Rank Update

July
Enhanced
Campaigns

February

Sponsored
Updates

May
Penguin 2.0

September
Promoted Pins
Secure Search

2013

March
January
Graph Search

August

Panda
24 & 25

Hummingbird

June
RLSA

October
Estimated Total
Conversions
Instagram Ads

December
+Post Ads
Twitter
Conversion Tag


Why Now?

Online Opportunity is Growing

The impact of
the “always-on”
mobile consumer
“has only begun
to be reflected in
commerce sales
forecasts.”


/ Maximize SEM ROI

How do you measure SEM success?


/ Maximize SEM ROI

Step #1

Measure the Money Metrics

B2B Brands: Determine lead gen KPIs.
Cost Per Click (CPC)

$

Lead volume

$

Sales Pipeline Opportunity

$

Closed Won Revenue

Cost Per Lead
(CPL) or Cost Per
Action (CPA)

Qualified Leads
(SQL/MQL)

To measure which campaigns generate revenue, set up your CRM to track
closed deals back to influencing campaigns.

/ Maximize SEM ROI

Step #1

Visitor searches for
“medical devices”.


Clicks on paid
search ad.

Leaves website
without converting,
but comes back on
direct visit one week
later and fills out a
form.

Lead is qualified,
converted into an
opportunity, and
enters nurture
program. Deal
eventually closes for
$50K.


Closed deal is
attributed to paid
search campaign.
First touch, last
touch, and
influencing touches
are viewable as
custom fields in your
CRM.

/ Maximize SEM ROI

Step #1


B2C Brands: Determine profit KPIs.
Cost Per Click
(CPC)

$

Cost Per Value
(CPV)

Conversion volume

$

Cost Per Profit
(CPP)

Cost Per Action
(CPA)

$

Closed Won Revenue

B2Cs need to take a step past CPA to measure SEM revenue performance.


/ Maximize SEM ROI

Step #1


The B2C KPI Faceoff:

CPA
Cost Per Action
Measures a static
conversion value.

CPV
Cost Per Value
Tracks the actual value
returned with each
transaction. Available
in AdWords.


CPP
Cost Per Profit
Accounts for profit
margin on each
product. Requires 3rd
party software.

/ Maximize SEM ROI

Step #1


Reinvest budget into top performing campaigns.
Evaluate SEM campaigns based on revenue rather than lead volume or
number of conversions.
First three pieces of content we recommend:

Campaign

Revenue
Opportunity

eBook Offer

$85,000

$

Remarketing

$60,000

$

Refer a Friend

$275,000

$

Allocation

$
$

$


/ Maximize SEM ROI

Step #2

Evaluate Your Bidding Options

Choose the right bidding strategy to support KPIs.

 B2Bs: Target CPA holds up
for lead generation.

 B2Cs: Maximize profit with

Return on Ad Spend bidding.

Source: Webmarketing123; 2014 State of Digital Marketing Report


/ Maximize SEM ROI

Step #3

Audit Your SEM Campaign

4 ways to ensure spend efficiency:
1

Consistently manage your queries.

2

Use impression share to maximize
budget opportunity.

3

Check for proper bid
optimization.

4

A/B test landing page
& ad copy.


/ Capture the “Always-On” Customer

Step #1

Rethink Your Targeting Plan

Q1 is a good time to ask your team:
1

Who are we targeting and why?

2

How do we reach them when and where it matters
most?

Source: Google New Opportunities for Remarketing Deck



Step #1

Rethink Your Targeting Plan
Multi-device landscape

Constant consideration
phase

Purchase immediacy

The “always-on” consumer shops across devices anytime, anywhere.
Source: eMarketer; Key Digital Trends for 2014



Step #2

Test Mobile Ad Performance
1

Expected Cross-Device Fluency
Responsive web design is now
the expectation rather than the
exception.

65% of online searches begin on a
mobile device, yet only 16% of
marketers have a developed mobile
strategy.
Source: Search Engine Watch; HubSpot



Step #2

2

Enhanced Mobile Bidding
Optimize for consumer behavior
across devices, location, & time.

Enhanced campaigns capture the
“always-on” customer across:

• Device
• Location
• Time
Source: Google; Mobile Path to Purchase



Step #2


Mobile is a crucial purchase influencer, yet consumers
primarily convert in-store and across devices.



Step #2

3

Improved Cross-Device
Tracking
Estimated Total Conversions will
give invaluable cross-device
conversion insights & increase
ROI on mobile ad spend.

75% of marketers plan to spend more on
mobile this year.
Source: Webmarketing123 2014 State of Digital Marketing Report



Step #3

Ace PLA Optimization

Why PLAs? (Google Product Listing Ads)


Client Case Study

Challenge
Deliver increased visibility and revenue for Dr. Brandt Skincare, a luxury skin
care company, while improving paid search ROI.

Solution
Integrate Google PLAs with Dr. Brandt Skincare’s text ad campaigns to
increase sales from new and returning customers.

Results

35%
YoY sales
conversion rate


12%
YoY revenue


Step #4

Launch a Remarketing Plan

tt one visit is typically not enough
one visit is typically not enough

oneOne visit typically not enough convert.
visit is is typically not enough to

96%
96%
96%

Leave a website without
Leave a website without
Leave a 1
converting
converting1website without
converting1

70%
70%
70%

Abandon shopping carts
Abandon shopping carts
carts
Abandon shopping 1
without purchasing1
without purchasing
without purchasing1

Remarketing
gives you a
second chance
to bring past
visitors back to
your site to
convert.

Typically visit 2-4 sites before
Typically
purchasing2 visit 2-4 sites before
purchasing2

49%
49%


derstanding Shopping Cart Abandonment, Forrester Research, May 2010
rstanding Shopping Cart Abandonm ent, Forrester Research, May 2010
ogle/Compete SportingCart Abandonment, Forrester Research, May BF02 (number of different brands visited)
rstanding Shopping Goods Study: (Sept 2011-Sept 2012) Clickstream 2010
e/ Com pete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (num ber of different brands visited)

4

Google Confidential and
#123webinar | @webmarketing123 Proprietary Proprietary
Google Confidential and

e/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

Google Confidential and Proprietary

4

4


Step #4


e advantages of Remarketing with Google
e advantages of Remarketing with Google

ee advantages of Remarketing with Google
Google Remarketing provides 3 big advantages:
Cross Search & Display

Cross Search Display
Cross Search & & Display

Convert site visitors with one site-wide tag

Convert site visitors with one site-wide
Convert site visitors with one site-wide tag tag

Tailored Creative
Tailored Creative
Tailored Creative
Customize text and display
Customize text and display adsads
Customize text and display ads

Transparent & Accountable


Get full visibility into placement and price



Google Confidential
#123webinar | @webmarketing123 and Proprietary

6

Google Confidential and Proprietary 6
Google Confidential and Proprietary 6


Step #4


Past site visitors are more likely to convert.
Remarketing produces results on search & display.
Google Ad words (RLSA)

3x
Previous site visitors convert
at a 3x higher rate.

GDN (Display Remarketing)

450%
Advertisers see a 450% increase in CTR.


Client Case Study

Challenge
Drive net new registrants for Driscoll’s Rewards Club loyalty program.

Solution
Use remarketing on the GDN to target those who have visited Driscoll’s site
and left without converting.

Results

30%
Boost in registrants

4x
CVR of standard display

75%
Cost per registrant

2x
CTR of standard display



Next Steps

Next Steps
Jumpstart Sales with

3 Key Takeaways:

1

Gain internal consensus to measure the SEM money metrics.

2

Conduct an SEM targeting and management audit.

3

Test new mobile, remarketing, & PLA opportunities.


Thank you!
Get a 2nd opinion on your
SEM performance.

Kyle Gaudreau

Webmarketing123

Dana Rouleau
Google, Inc.

Email results@webmarketing123.com or call 800.619.1570

7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114

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