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Double Your PPC Leads at Half the Cost

July 21st, 2010




              Mark Roberge   Jeanne Hopkins
              HubS...
Agenda



I. Generate more PPC visitors with less budget

II. Convert more PPC visitors into leads and sales

III. Test an...
“Pre-Click” PPC Example
Top 3 “Pre-Click” PPC Mistakes
             #1: Bidding on only a few dozen words




             #2: Using only 1 ad gro...
Generate More PPC Visitors with Less Budget


    Top PPC Mistakes            PPC Best Practices
      Bidding on Less   ...
Agenda



I. Generate more PPC visitors with less budget

II. Convert more PPC visitors into leads and sales

III. Test an...
“Post-Click” PPC Example
“Post-Click” Mistake #1: Sending Traffic to Home Page
“Post-Click” Mistake #2: No Call to Action Above Fold
“Post-Click” Mistake #3: Form Too Long




                      32%                  53%
                    Conversion  ...
“Post-Click” Mistake #4: Too Much Clutter
Build “Best Practice” Landing Pages to Maximize Leads
Implement Tools to Test/Measure/Optimize 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...
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
                                      All PPC Visitors
Measure cost per lead
and custo...
Closed Loop Reporting Example
Agenda



 I. Generate more PPC visitors with less budget

 II. Convert more PPC visitors into leads and sales

 III. Test...
Use PPC to Unleash the Power of Organic (SEO)


• Free
                        Pay Per Click – 25% of Clicks
• More traffi...
How SEO works?




       On-Page     Off-Page
       (Context)   (Authority)

21
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 f...
Agenda



I. Generate more PPC visitors with less budget

II. Convert more PPC visitors into leads and sales

III. Test an...
Key Takeaways

   PPC Key Takeaways
         Expand keyword universe and organize into Ad Groups to maximize
          qu...
Questions?




       Mark Roberge   Jeanne Hopkins
       HubSpot        HubSpot
       @markroberge   @jeannehopkins
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Double Your PPC Leads at Half the Cost

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Learn how to generate more leads and lower your cost per lead from your PPC. Paid ad campaigns present an effective marketing channel when used strategically and in sync with other initiatives.

* Get quality prospects to click on your ads at a lower cost
* Increase the percentage of PPC visitors that convert into leads and sales
* Implement a measure-optimize framework to continually improve your PPC ROI
* Apply data gathered during PPC to enhance your broader internet marketing strategy





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Transcript of "Double Your PPC Leads at Half the Cost"

  1. 1. Double Your PPC Leads at Half the Cost July 21st, 2010 Mark Roberge Jeanne Hopkins HubSpot HubSpot @markroberge @jeannehopkins
  2. 2. 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 Giveaways 2
  3. 3. “Pre-Click” PPC Example
  4. 4. Top 3 “Pre-Click” 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
  5. 5. Generate More PPC Visitors with Less Budget Top PPC Mistakes PPC Best Practices  Bidding on Less  Bidding on 1000+ Than 100 words Words  1 Ad Group with  Multiple Ad Groups 1 Ad Copy with Similar Vocab.  Targeting Top  Target #4 to #6 Position Position to Start 5
  6. 6. 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 Giveaways 6
  7. 7. “Post-Click” PPC Example
  8. 8. “Post-Click” Mistake #1: Sending Traffic to Home Page
  9. 9. “Post-Click” Mistake #2: No Call to Action Above Fold
  10. 10. “Post-Click” Mistake #3: Form Too Long 32% 53% Conversion Conversion
  11. 11. “Post-Click” Mistake #4: Too Much Clutter
  12. 12. Build “Best Practice” Landing Pages to Maximize Leads
  13. 13. Implement Tools to Test/Measure/Optimize Landing Pages
  14. 14. Leverage Lead Nurturing / Intelligence to Close More Sales
  15. 15. 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 Giveaways 15
  16. 16. PPC Report Example from PPC Consultants
  17. 17. Focus on Cost per Lead and Customer All PPC Visitors Measure cost per lead and customer by your entire PPC channel… Leads Customers “Ad Group #1” Visitors “Ad Group #2” Visitors … by individual Ad Groups… Leads Leads Customers Customers “Keyword #1” Visitors “Keyword #2” Visitors “Keyword #3” Visitors … by individual Leads Leads Leads Keywords Customers Customers Customers
  18. 18. Closed Loop Reporting Example
  19. 19. 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 Giveaways 19
  20. 20. Use PPC to Unleash the Power of Organic (SEO) • Free Pay Per Click – 25% of Clicks • More traffic Organic Results • Smarter people 75% of clicks • Longer lasting Source: Marketing Sherpa and Enquiro Research
  21. 21. How SEO works? On-Page Off-Page (Context) (Authority) 21
  22. 22. Inbound Marketing: SEO / Blogs / Social Media Blog SEO Social Media
  23. 23. 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
  24. 24. 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 Giveaways 24
  25. 25. Key Takeaways PPC 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  HubSpot’s 3,000 customers average 420% more leads in 5 months Contact your Inbound Marketing Specialist or call 1-888-HUBSPOT for more information. Special Offer for Webinar Attendees  Free PPC Optimization Service for companies that sign up before EOB Friday, July 23rd. (Limit of 10 available)
  26. 26. Questions? Mark Roberge Jeanne Hopkins HubSpot HubSpot @markroberge @jeannehopkins
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