How to Get the Most From
Pay Per Click Marketing

                  Mike Volpe
              VP Inbound Marketing
        ...
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: ...
PPC & Inbound Marketing
Caution: MATH




                Flickr:
                Flickr: akisra
Is PPC Inbound Marketing?


YES                    NO
• Not interruptive     • Not building long
                         ...
PPC vs. SEO




                          SEO = Working Out
PPC = Liposuction
                          • More Time and Ef...
PPC Math



SEO M h
    Math
PPC vs. SEO
PPC’s Place in Inbound Marketing
• Fast feedback
  • Don’t get addicted!

• Test conversions by
  keywords
  k      d

• P...
PPC Overview & Tips
The PPC Lead Generation Process
1. Ad Impressions

  x [Click Through Rate (CTR)] =


2. Clicks (website visitors)

  x [C...
PPC Math Tutorial
How Much to Bid

• Bid as m ch as you can afford based on your
         much     o      afford,          or
  value per le...
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
Testing Different Ads
• Use keywords in the ads
  • Dynamic keyword insertion
• Put together ads from component pieces
• T...
Improving CTR
Dynamic Keyword Insertion
Search is for “inbound marketing software”
• {keyword} = “inbound marketing software”
          ...
Match Type




• Broad match
  • “Your ads could also show for singular/plural forms, synonyms,
                          ...
Improving CTR



           • Iterative process

           • Test refine
             Test, refine,
             repeat
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
Landing Page Tips
•   Keep it simple & short
•   Limit na igation
          navigation
•   Must have a form!
•   Align it ...
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interact...
State of mind of the searcher
• Keyword Bid: “Marketing”
• Ke ord Searched “Marketing Soft Drinks”
  Keyword Searched:
• A...
State of mind of the searcher
•   Keyword Bid: “Internet Marketing”
•   Keyword Searched:
    Ke ord Searched “Internet Ma...
State of mind of the searcher
• Keyword Bid: “Internet Marketing”
• Ke ord Searched “Internet Marketing
  Keyword Searched...
Everything Works Together
• Small, focused groups of words
  • More phrases than single words
  • Use negative words (e.g....
State of mind of the searcher
State of mind of the searcher
Everything Works Together
Break It Down & Get Specific
• Low ROI
  • Bid on a few very high volume words using
    generic ads and send traffic to y...
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
...
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO                        Blogs
              Management

         ...
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D      ...
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
    ...
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page...
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural ...
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   A...
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSp...
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
     ...
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are exper...
HubSpot Training Materials and Resources
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
...
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How to Get the Most Out of Pay Per Click

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With more and more consumers turning to search engines as their first stop on the purchasing path, companies that make the first page of organic search results are those that win business, even in a tough economy. But making it to the first page of organic search results takes work and doesn't happen overnight. Recognizing this, businesses may turn to paid search to supplement their inbound marketing efforts. This webinar will discuss how to get the most out of your pay per click marketing campaigns and how paid search fits into your inbound marketing strategy.

Topics include:
* What is Pay Per Click marketing & when should you do it
* How to size up your market with PPC
* How to launch and optimize a PPC campaign

Published in: Business, Technology
4 Comments
26 Likes
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Notes
  • As an advertiser, one of the coolest features now availabe on PPC ads to mobile devices is the Click-to-Call feature. Now you can generate inbound lead calls to your business and all prospects have to do is click one button on their phone when they see your ad. Once you've got it setup, all you have to do is optimize your ads to generate increasingly more calls. You can actually even track calls, but that's technical. If you're interested in that, I recommend you call Simon who will at least get you a free audit on your PPC campaign to help you improve results. His number is 256-398-3835.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • My perspective is that of a SME, so my comments and observations are based on this premise.

    I firmly believe that marketing will converge. Offilne will always augment online marketing and in online, doing both SEO and PPC in conjunction will be a norm. In highly competitive segments, SEO may not work even in long run for smaller players.

    I do not agree on a couple of things:

    1.. You can never generalize that PPC is expensive than SEO. Even in the longer run. They serve two different purposes.
    2. On slide 8 : Again, the expense part of it and long term sustainability, Special offers and the chance to showcase your offering in 3 lines is something you may want to rely on all the time
    .........more to follow
       Reply 
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  • Loved the presentation. The information will prove very useful as we consolidate our Marketing Strategy this year.
       Reply 
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  • This was my first webinar, I totally loved it and was very helpful to me, I'm about to try AdWords for the first time and helped me plan how to get better results with small changes in my campaign.

    Great format with the slides, next webinars should definitely be like this.

    Thanks.
       Reply 
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How to Get the Most Out of Pay Per Click

  1. 1. How to Get the Most From Pay Per Click Marketing Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe
  2. 2. Outbound Marketing 800-555-1234 Annoying Salesperson
  3. 3. Inbound Marketing Blog g SEO Social Media
  4. 4. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  5. 5. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  6. 6. PPC & Inbound Marketing
  7. 7. Caution: MATH Flickr: Flickr: akisra
  8. 8. Is PPC Inbound Marketing? YES NO • Not interruptive • Not building long term asset • Permission based • Expensive •LLeverages search h • Not a sustainable business advantage bi d t
  9. 9. PPC vs. SEO SEO = Working Out PPC = Liposuction • More Time and Effort • Fast & Easy •LLess $ & L Long L i Lasting • Expensive & Temporary
  10. 10. PPC Math SEO M h Math
  11. 11. PPC vs. SEO
  12. 12. PPC’s Place in Inbound Marketing • Fast feedback • Don’t get addicted! • Test conversions by keywords k d • Promote short term events • Test new products / markets
  13. 13. PPC Overview & Tips
  14. 14. The PPC Lead Generation Process 1. Ad Impressions x [Click Through Rate (CTR)] = 2. Clicks (website visitors) x [Conversion Rate] = 3. 3 Leads
  15. 15. PPC Math Tutorial
  16. 16. How Much to Bid • Bid as m ch as you can afford based on your much o afford, or value per lead. • There are a bunch of more advanced bidding strategies that we will not discuss today.
  17. 17. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  18. 18. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  19. 19. Testing Different Ads • Use keywords in the ads • Dynamic keyword insertion • Put together ads from component pieces • Test certain words like “free” or “download” • Look at other ads from competitors p
  20. 20. Improving CTR
  21. 21. Dynamic Keyword Insertion Search is for “inbound marketing software” • {keyword} = “inbound marketing software” inbound software • {Keyword} = “Inbound marketing software” • {KeyWord} = “Inbound Marketing Software” Use default words • {KeyWord:The Default Words Go Here} • Required in case search phrase is really long or there is an error
  22. 22. Match Type • Broad match • “Your ads could also show for singular/plural forms, synonyms, g p ,y y, and other relevant variations” • Phrase match (enter keyword with quotes) • “…Ad [is] eligible to appear when a user searches [your phrase] Ad with other terms before or after the phrase” • Exact match (enter keyword with brackets) • “…Ad [is] eligible to appear when a user searches [your phrase] without any other terms in the query.”
  23. 23. Improving CTR • Iterative process • Test refine Test, refine, repeat
  24. 24. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  25. 25. Landing Page Tips • Keep it simple & short • Limit na igation navigation • Must have a form! • Align it with the keywords and ads • Make sure conversion tracking is set up • Free Webinar on Landing Pages • http://www.hubspot.com/marketing-webinars/optimizing- landing pages for lead generation webinar archive/ landing-pages-for-lead-generation-webinar-archive/
  26. 26. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  27. 27. State of mind of the searcher • Keyword Bid: “Marketing” • Ke ord Searched “Marketing Soft Drinks” Keyword Searched: • Ad Displayed: “Internet Marketing Kit” • Click through is unlikely
  28. 28. State of mind of the searcher • Keyword Bid: “Internet Marketing” • Keyword Searched: Ke ord Searched “Internet Marketing” • Ad Displayed: “Internet Marketing Kit” • Landing Page: “Branding Webinar” • Conversion is unlikely
  29. 29. State of mind of the searcher • Keyword Bid: “Internet Marketing” • Ke ord Searched “Internet Marketing Keyword Searched: Video” • Ad Displayed: “Internet Marketing Kit” (includes videos and whitepaper) • Landing Page: “Internet Marketing Kit” • Results: >1% CTR and >15% Conversion
  30. 30. Everything Works Together • Small, focused groups of words • More phrases than single words • Use negative words (e.g., “- free”) •CConsider using Ph id i Phrase M t h or E Match Exact M t h t Match • Focused, specific ads that fit with keywords • Test dynamic keyword insertion • Focused, specific landing pages that fit with ads
  31. 31. State of mind of the searcher
  32. 32. State of mind of the searcher
  33. 33. Everything Works Together
  34. 34. Break It Down & Get Specific • Low ROI • Bid on a few very high volume words using generic ads and send traffic to your homepage • High ROI • More Ad Groups • More keywords, but broken into lots of small groups of keywords • More targeted ads, with offer and language • More landing pages, targeted toward the keywords, ads and offer k d d d ff
  35. 35. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe
  36. 36. HubSpot Inbound Marketing System
  37. 37. Inbound Marketing System Content SEO Blogs Management Social Landing Media Pages Lead Intelligence CRM
  38. 38. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on y your site that is ranking for each g keyword(phrase) and how to make further improvements
  39. 39. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  40. 40. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  41. 41. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  42. 42. Track Your Competitors
  43. 43. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through improved l d quality i d lead lit
  44. 44. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  45. 45. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
  46. 46. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  47. 47. HubSpot Training Materials and Resources
  48. 48. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe
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