Why Paid Search Isn't Just For Big Budgets
 

Why Paid Search Isn't Just For Big Budgets

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We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. ...

We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals.

For more on what we do visit http://www.koozai.com

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  • Can have 10,000 negatives , should have thousands
  • Does this bring in uk companies now? Add SpyFu slide from last talk.

Why Paid Search Isn't Just For Big Budgets Why Paid Search Isn't Just For Big Budgets Presentation Transcript

  • By Mike Essex@Koozai_MikeWHY PAID SEARCHISN’T JUST FOR BIG BUDGETS
  • Even Big Brands havegrowing painswith Paid Search
  • But this represents agrowing opportunityfor everyone else
  • Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)Source: KoozaiCPCPOSITION
  • Average Position 1.8(£1.49 CPC)CLICK RATECASE STUDYAverage Position 2.3(£2.48 CPC)Average Position 3.7(£2.59 CPC)CPCPOSITIONSource: Koozai
  • WHAT SHOULDI ADVERTISE?
  • LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
  • LeadGenerationBrandAwarenessWHAT’S THE GOAL?ContentPromotion Sales
  • ContentSalesWHAT WILL IT COST?LeadsBrand
  • ContentSalesWHAT WILL IT COST?LeadsBrand
  • Sales(AdWords, PLA’s, Bing)MATCH CHANNELS TOEACH GOAL
  • PAID SEARCH FOR:BRAND AWARENESS
  • FacebookAdvertisingAvg CPC: £0.52 ($0.80)Avg CTR: 0.051%Source: WordStream
  • TYPES OFFACEBOOK ADVERTSStandard AdsBest for brandingSponsored StoriesBest for likes of your pagePromoted PostsBest for content promotionExternal AdvertsBest for driving new web visitors
  • Twitter AdvertisingAvg CPC: £0.65 ($1)BUT £5,000 minimum spendSource: Hallme
  • TYPES OFTWITTER ADVERTSPromoted TweetsBest for driving new web visitorsPromoted AccountsBest for new followersPromoted TrendsBest for newsjacking / PR
  • Google AdWordsDisplay NetworkAvg CPC: £0.12 ($0.19)Avg CTR: 0.4%Avg Conversion Rate: 4.68%Sources: Periscopix, Search Engine Watch, Wordstream
  • WHY ADVERTISELIKE THIS?
  • WHEN YOU COULDADVERTISE LIKE THIS:
  • WHEN YOU COULDADVERTISE LIKE THIS:Source: Google
  • Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: Hochman Consultants
  • YOUR BRAND ISVULNERABLE
  • YouTube AdvertisingAvg CPC: £0.18 ($0.28*)* In-stream AdvertisingSource: Search Engine Journal
  • TYPES OFYOUTUBE ADVERTSDisplay AdsCheapest for brandingTrueView In-StreamBest for brand messagingTrueView In-SearchBest for content promotionHomepage RedzoneGreat if you have £150,000+ spare
  • PAID SEARCH FOR:CONTENT PROMOTION
  • OutbrainAvg CPC: £0.10 ($0.15)Avg CTR: 0.15% - 0.18%Source: OutBrain
  • WOULD YOU LIKE TOGET SEEN ON…
  • Zemanta£3.25 - £16.20 ($5 - $25) per linkAvg CPC: £0.04 ($0.06)Avg CTR: 6.4%Minimum £32.23 ($50) per daySource: SEOmoz / Zemanta
  • Source: Zemanta
  • StumbleUponPaid DiscoveryAvg CPC: £0.06 ($0.10)Source: StumbleUpon
  • Source: StumbleUpon
  • Source: StumbleUpon
  • PAID SEARCH FOR:LEAD GENERATION
  • Google AdWordsRemarketingAverage CPC: £0.40 ($0.62)Average CTR: 0.18%Source: Periscopix
  • MAKE IT PERSONAL
  • RETARGETED CUSTOMERS AREMORE LIKELY TO COMPLETE APURCHASESource: Criteo
  • LinkedInAvg CPC: £1.80 ($2.78)Avg CTR: 0.057%Source: The College Startup
  • SlideShareSilver PlanCosts: £19 / $19 a month
  • USE CRO TO CONVERTMORE VISITORSFREEWhitepaperkooz.ai/CRO-whitepaper
  • PAID SEARCH FOR:INCREASING SALES
  • Bing AdsAvg CPC: £0.69 ($1.07)Avg CTR: 2.5%Source: Hochman Consultants, Search Engine Land
  • Source: Search Engine Land
  • Source: Search Engine Land
  • Google AdWordsProduct Listing AdsAvg CPC: £0.20 ($0.31)Source: CPC Strategy
  • Source: CPC Strategy
  • Google AdWordsSearch NetworkAvg CPC: £0.54 ($0.84)Avg CTR: 2.9%Avg Conversion Rate: 3.4%Source: eMarketer
  • DON’T TRUSTBROAD MATCHTennis ShoesRed Tennis ShoesTennis ShoesFor MenFree TennisShoesRed Tennis ShoesFree Tennis ShoesRunning ShoesShoes For TennisRunning SneakersExact Match Phrase Match Broad Match
  • USENEGATIVE KEYWORDSTennisShoes,Shoes forTennis,Men’s TennisShoes,Red,Free,Running,Sneakers,Sneaker,PositiveKeywordsNegativeKeywords
  • LandingPageClickThroughRateAccountHistoryRelevancyFactorsAdRelevancyKeywordRelevancyQUALITY SCORE
  • ROTATE ADVERTSEVENLY
  • MORE TIPSkooz.ai/PPC-whitepaperFREEWhitepaper
  • If All Else Fails?Spy On The Competition!
  • SPY ON COMPETITORS
  • SPY ON COMPETITORS
  • THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com
  • IMAGE SOURCES2 - © Randomskk http://www.flickr.com/photos/randomskk/859771287/3 - © bzyxx - Fotolia.com4 - http://online.wsj.com/article/SB10001424052702304192704577406 394017764460.html5 - http://www.autoevolution.com/news/general-motors-returns-to-facebook-after-embarrassing-split-57765.html6 - http://blogs.hbr.org/cs/2013/03/did_ebay_just_prove_that_paid.html7/8 - http://www.dealcafe.com/funnies/searchgame.html14 - © dimdimich - Fotolia.com40 - http://thenextweb.com/apps/2010/08/18/zemanta-now-available-for-wordpress-com-blogs-your-blog-content-just-got-infinitely-better/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/72 - http://commons.wikimedia.org/wiki/File:Pennies.jpg
  • REFERENCES11/12 - http://www.koozai.com/blog/pay-per-click-ppc/ppc-click-rate-study-how-click-rate-deteriorates-depending-on-ranking/21 - http://www.wordstream.com/articles/facebook-vs-google-display-network23 - http://www.hallme.com/blog/twitter-advertising-for-small-business-part-1-how-it-works/25/46 - http://www.periscopix.co.uk/blog/latest-2011-google-display-network-benchmarks/25 - http://www.searchenginewatch.com/article/2220372/How-Google-Rakes-In-Over-100-Million-in-Search-Advertising-Daily-Infographic25 - http://www.wordstream.com/articles/facebook-vs-google-display-network28 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)29 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml32 - http://www.searchenginejournal.com/youtube-channel-experiment/22322/35 - http://www.outbrain.com/help/amplify39 - http://www.seomoz.org/q/zemanta-pricing41 - http://www.zemantamedia.com/smedia/files/zemanta_sixestate_casestudy.pdf42 - https://www.stumbleupon.com/pd/index/about43/44 - http://www.stumbleupon.com/ads/blog/case-study-startup-launches-with-paid-discovery/
  • REFERENCES48 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf49 - http://www.thecollegestartup.com/linkedin-advertising/56 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml56 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222957/58 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222959 - http://www.cpcstrategy.com/blog/2013/02/google-shopping-vs-amazon-product-ads/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/62 - http://www.emarketer.com/Article/Paid-Search-Clickthrough-Rates-Up-Year-Over-Year/100879165 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg
  • THANK YOU FOR LISTENING@Koozai_Mikemike.essex@koozai.com0845 485 1262koozai.com