Is Paid Search Failing You?

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Traditionally, paid search has been the “go-to” online advertising channel for many companies, as it has been successful for many organizations.

However, continuous increases in costs-per-click (CPCs) on many crucial industry segment keywords have made running a successful paid search campaign much more difficult. In fact, a recent study by Kenshoo reported an increase in CPCs of almost 6% across search engines. Additionally, while keyword advertising works well for connecting searchers with the businesses that provide what they are looking for, it can be a struggle to utilize it for little-known products or services. Keyword advertising also assumes that searcher intent is universal, when in fact keywords can have different meanings for different audiences. Overcoming this “Horizontal Relevance” with keywords is difficult and can lead to an overwhelming amount of untargeted clicks.

Is your brand facing these challenges with its paid search campaigns? During this webinar, Tad Miller and Amanda Sides of Marketing Mojo will explore the opportunities marketers have outside of keyword advertising – opportunities that can result in improved conversions at less cost.

What You’ll Learn:
• How social media advertising can be utilized as a viable marketing channel
• What other opportunities exist within Google AdWords, beyond search advertising
• How remarketing can win back lost customers and opportunities

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Is Paid Search Failing You?

  1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com Presented by Tad Miller Vice President of Accounts, Marketing Mojo Amanda Sides Account Director, Marketing Mojo IS PAID SEARCH FAILING YOU?
  2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTERS AMANDA SIDES Accounts Director Marketing Mojo @amanda_sides +Amanda Sides TAD MILLER Vice President of Accounts Marketing Mojo @jstatad +Tad Miller
  3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com THE SHORTCOMINGS OF SEARCH ADVERTISING PPC Keyword Advertising Sometimes Falls Short of Delivering
  6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com PPC KEYWORD ADS DO WORK • Search Advertising is Still “Pull Marketing” • These are customers that are seeking your products or services – some are ready to buy now
  7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com IT’S WAY BETTER THAN A BILLBOARD
  8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com BUT…
  9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com SHORTCOMING – HORIZONTAL RELEVANCE • The same keywords can mean different things to different people • “Green Vacuum”
  10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com HORIZONTAL RELEVANCE: “GLORY DAYS”
  11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com HORIZONTAL RELEVANCE -SMARTWATCH
  12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com HORIZONTAL RELEVANCE - B2B CONTEXT • “Battery Testing” Consumer Search Intent Battery Manufacturer Search Intent
  13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IF YOU ARE AFTER THE B2B NICHE? Electric Car Battery Manufacturers
  14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com CAN YOU “PRE-QUALIFY” WITH KEYWORDS? • Our client sells “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • These 2 people both search for “Social Media Management Software” Lives in parent’s basement. Has a band with a Facebook Page and Twitter Account. Chief Marketing Officer of Xerox
  15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com APPENDING “ENTERPRISE” • You can append the word “enterprise” onto your keywords • Just shrinks the audience size and likely eliminates qualified searchers
  16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com SOMETIMES PPC IS JUST STUPID EXPENSIVE You need to pay $50 a click like you need a solid gold toilet
  17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com DATA RECOVERY CPC IS CRAZY Emergency Data Recovery $117 CPC Linux RAID Recovery $109 CPC RAID Recovery $96 CPC SQL Data Recovery $60 CPC
  18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com GET A LOAN FOR BUSINESS PHONE CPC Business Telephone Service Providers $203 CPC VOIP Phone Solutions $175 CPC Business Phone Service $102 CPC VOIP Business Phone $89 CPC
  19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com WEB HOSTING CPC Dedicated Hosting $73 CPC Hosting $27 CPC HIPPA Compliant Hosting $114 CPC Managed Cloud Hosting $87 CPC Managed Hosting $75 CPC Virtual Servers Hosting $63 CPC Secure Hosting $59 CPC
  20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com INSURANCE CLICKS = HIGH CPC Auto Insurance Quotes $68 CPC Life insurance $45 CPC Home Owners Insurance $27 CPC Motorcycle Insurance $20 CPC Insurance $20 CPC Renters Insurance $18 CPC
  21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com STOP THE BIDDING MADNESS!
  22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com THE PAID SEARCH PROBLEM IN B2B • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the offering the higher the bid • Competition is high for a limited audiences
  23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT HAPPENED TO THE KEYWORD LONG TAIL ?
  24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com ADWORDS LONG TAIL ? Low Low Search Volume Status Blows the Keyword Long Tail Up and forces advertisers to use Broad Match at high bids to get Long Tail Keyword Matches
  25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com THE MISSING PPC LONG TAIL • The growth of “low search volume” keywords in AdWords is exponential • The keyword “Long Tail” only exists when Google lets it • They are happy to “broad match” overly broad keywords at high CPCs
  26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com THERE ARE SOLUTIONS
  27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN ADVERTISING
  28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN TO THE RESCUE FOR B2B
  29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com WHY LINKEDIN ?
  30. 30. @marketingmojo | #mojowebinar | marketing-mojo.com WHY LINKEDIN ? LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn Groups.
  31. 31. @marketingmojo | #mojowebinar | marketing-mojo.com HERE’S THE KEY
  32. 32. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN CASE STUDY Our B2B Client had only utilized traditional search PPC advertising on Google AdWords for about 13 months › Mostly going for “Contact Us” conversions › Only delivered 145 Form Completions › Over $13 CPC › Over $600 Cost Per Lead
  33. 33. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN CASE STUDY • Focus on White Paper & Webinar Sign ups with custom landing pages • In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC for our client • In 4 months, Linkedin Ads delivered 217% more leads than what the previous 13 months of PPC produced - for 82% less budget • The cost per lead during the 4 months of LinkedIn Ads was 94% lower than PPC • Cost Per Lead was $35 overall with some campaigns under $20 per lead • Conversion rate was over 1,500%better than PPC
  34. 34. @marketingmojo | #mojowebinar | marketing-mojo.com FACEBOOK ADVERTISING
  35. 35. @marketingmojo | #mojowebinar | marketing-mojo.com FACEBOOK ADS
  36. 36. @marketingmojo | #mojowebinar | marketing-mojo.com WHY FACEBOOK? • Largest Social Network • Active Users • Targeting Options • Low Cost • Measurement blog.kissmetrics.com/facebook-statistics/
  37. 37. @marketingmojo | #mojowebinar | marketing-mojo.com TARGETING OPTIONS › Age › Gender › Location › Education › Relationship Status › Career › Interests/Likes › Hashtags › Behavior › Connected to you › Custom Audiences › Retargeting • Nail Down Target Audience
  38. 38. @marketingmojo | #mojowebinar | marketing-mojo.com Right-Side Ads News Feed Ads AVAILABLE AD LOCATIONS
  39. 39. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: COST-PER-LEAD Facebook AdWords LinkedIn Cost-Per-Lead +71% +78%
  40. 40. @marketingmojo | #mojowebinar | marketing-mojo.com WHY?
  41. 41. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: CONVERSION METRICS AdWords Facebook Conversion Rate AdWords Facebook Cost-Per-Conversion +99% -82%
  42. 42. @marketingmojo | #mojowebinar | marketing-mojo.com WHY?
  43. 43. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING
  44. 44. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING ADS
  45. 45. @marketingmojo | #mojowebinar | marketing-mojo.com
  46. 46. @marketingmojo | #mojowebinar | marketing-mojo.com WHY REMARKETING? • Target People Already Interested in Your Business • Utilize Social Ad Initiatives • Customized Messaging • Efficient Use of Ad Budget
  47. 47. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING & LINKEDIN • Identify your Specific LinkedIn Audiences by Tagging your URLs • http://bit.ly/URLBldr
  48. 48. @marketingmojo | #mojowebinar | marketing-mojo.com THINGS TO CONSIDER • Utilize Longest Member Duration • Frequency Capping • Potentially Exclude Past Converters • Separate Lists for Cart Abandonment
  49. 49. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: REMARKETING VS. SEARCH • We built long term remarketing lists for a farm store retailer to use when specific products went on sale • Used product specific Display Ads for 5 to 21 day sales periods
  50. 50. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING COMPARISON Results: +238% Remarketing Ads were 238% More Likely to Covert than non- branded search keywords - 45% Remarketing had a cost per conversion 45% lower than non-branded keyword search
  51. 51. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE DISPLAY NETWORK
  52. 52. @marketingmojo | #mojowebinar | marketing-mojo.com DISPLAY ADS ACTUALLY WORK…YES, REALLY!
  53. 53. @marketingmojo | #mojowebinar | marketing-mojo.com THE CAVEAT • Don’t just buy impressions • Use the Google Display Network and pay by the click CPC > CPM • Manage based on the results on your site, not on how many people might have seen the ad
  54. 54. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE DISPLAY VS. GOOGLE SEARCH • If Search Keyword CPCs are high, then Display Ads for the same advertiser are almost always lower KEYWORDS CPC
  55. 55. @marketingmojo | #mojowebinar | marketing-mojo.com MATH YOU NEED TO DO • Example: Cloud Storage Provider pays almost $10 per click for Non-Brand Keywords on Search Network • Same Advertiser’s Display CPC only $1.82 • Display Cost Per Conversion is 69% lower than Search • $10 - $1.82 = A HECK OF A LOT OF $
  56. 56. @marketingmojo | #mojowebinar | marketing-mojo.com SLASH CONVERSION RATE AND WIN ? • If Display CPC is 80% cheaper than Search you get significantly more clicks than Search campaigns • We have situations where clicks increase 400% and conversion rate gets cut in half • Result: Incremental conversion growth, Costs per conversion cut in half…but conversion rate looks bad *
  57. 57. @marketingmojo | #mojowebinar | marketing-mojo.com IT’S NOT JUST THAT IT’S CHEAPER. IT WORKS TOO.
  58. 58. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE DISPLAY TARGETING FEATURES • Google Display Network is Different than it was 2 years ago • Much more customer focused now
  59. 59. @marketingmojo | #mojowebinar | marketing-mojo.com DISPLAY ADS BY GENDER Or Exclude Up 25%
  60. 60. @marketingmojo | #mojowebinar | marketing-mojo.com BID & TARGET BY AGE
  61. 61. @marketingmojo | #mojowebinar | marketing-mojo.com TARGET BY SEARCHERS INTERESTS
  62. 62. @marketingmojo | #mojowebinar | marketing-mojo.com TOPIC TARGETING • You can also target Google Display Ads to sites that match a certain topic
  63. 63. @marketingmojo | #mojowebinar | marketing-mojo.com CONTEXTUAL ADS • You can still put your search keyword lists into Display Campaigns and contextually trigger them Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam et massa malesuada, dapibus massa vitae, facilisis magna. Sed non neque et magna bibendum porttitor. Marketing MojoDonec malesuada id est at convallis. Suspendisse potenti. Phasellus iaculis commodo lacus egestas laoreet. Quisque aliquet enim sit amet nisl lacinia fringilla. Duis luctus vehicula nunc id imperdiet. Aenean dignissim eros eget erat sodales, in hendrerit dolor posuere. Sed porta blandit libero, in aliquam lacus dictum sit amet. Cras at leo elit. Curabitur a vehicula nisi. Ut laoreet ante eu porttitor viverra. Cras bibendum purus eu quam ultricies, non auctor urna porttitor. Donec eget semper enim. In suscipit hendrerit ipsum, a tempus arcu posuere in. Maecenas elementum molestie augue at molestie. Suspendisse potenti. Phasellus consectetur magna vitae porttitor aliquam.
  64. 64. @marketingmojo | #mojowebinar | marketing-mojo.com FILTER YOUR AUDIENCES • Layer your targeting methods to make a small but super audience • Bid big! It’s worth it.
  65. 65. @marketingmojo | #mojowebinar | marketing-mojo.com FIND THE RIGHT ONLINE MARKETING MIX
  66. 66. @marketingmojo | #mojowebinar | marketing-mojo.com THE TACTIC FUNNEL • We find the mix of tactics that produces the most conversion value for the lowest conversion cost as we progress and get data • What works for one client, doesn’t always work for the other. • We strive for maximum impression share in the tactics that produce best results and less so on tactics that aren’t as effective Best Converters Worst Converters Brand Names Remarketing Demographically Targeted Display Ads LinkedIn Ads Demographically Targeted Facebook Ads Non-Brand KW Search Ads Contextually Targeted Display Ads Twitter Ads KW Ads on Competitor Names & TMs Highest Bid & Budget Priority Lowest Bid & Budget Priority
  67. 67. @marketingmojo | #mojowebinar | marketing-mojo.com IT’S WORK. BUT TRY, TEST & SUCCEED • Set up and testing on a mix of channels takes time…but it’s worth it. • Don’t be a “One Trick Pony” with just Search Ads • Branch out and diversify your online tactics to find the right mix with the best results
  68. 68. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT AMANDA SIDES Accounts Director Marketing Mojo @amanda_sides +Amanda Sides TAD MILLER Vice President of Accounts Marketing Mojo @jstatad +Tad Miller
  69. 69. @marketingmojo | #mojowebinar | marketing-mojo.com LOOKING FOR HELP? Contact Marketing Mojo 800-939-5938 ext. 101 jmiller@marketing-mojo.com MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo

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