You Down With PPC?
Luke Alley, Director of PPC
luke@dreamsystemsmedia.com
@lukealley
Case Study – Mortgage Client
MONTH 1
Cost Per Lead - $68.42
Total Number Of Leads - 52
JANUARY 2012
Cost Per Lead - $28.02...
What’s Happening Now?
MONTH 1
Cost Per Lead - $68.42
Total Number Of Leads - 52
May 2012
Cost Per Lead - $23.10
Total Numb...
What Did I Do?
June 2011 – Started
Display Network
Feb 2011 – tested new
keywords, too
broad, though low
CPA.
Mar 2012 – R...
Where do people get stuck?
Quality Score
Disapprovals
Costs are
High, Leads
Low
Time- Set & Forget
Search, Display, Mobile Network
Pro Tip: The Best Mortgage Accounts Have
Search and Display Separated
Keyword Resarch - Jumbo Loans!
Jumbo Loans!
Google’s Keyword Tool External
Use Match Types
Broad Match: Jumbo Loans
• Jumbo Hot Dogs
• Find Jumbo Loans
• Loans
Phrase Match: “Jumbo Loans”
• Find Ju...
Make Tight-Knit Adgroups/Themes
“Jumbo Loan Rates”
• jumbo loan rates
• jumbo loans rates
• jumbo loan interest
rate
“Jumb...
Make Specific Ads for Themes
“Jumbo Loan Rates”
• jumbo loan rates
• jumbo loans rates
• jumbo loan interest rate
“Jumbo M...
What’s this about “Quality Score”?
Historical Clickthrough
Rate of Keyword & Ad
Matched Ad Includes Keyword
Historical CTR...
What’s this about “Quality Score”?
Expected CTR
• A/B test ads.
• Create tight knit
adgroups
• Add negative
keywords
Ad Re...
Let’s Be Negative
Universal Negative Keywords!
• Free
• Youtube
• Game
• Facebook
• Job
• Career
• Internship
Pro Tip: Add...
Ad Extensions – Give Your Ads
Some Flavor
Sitelinks
Location Extension
Phone Extension
Display Network – Uncharted
Territory
Making Display Network Work
“Jumbo Loan Rates”
• jumbo loan rates
• jumbo loans rates
• jumbo loan interest
rate
Pro Tip: ...
Remarketing- You’re Being
Followed!
Pro Tip: Don’t Be Creepy… and Image Ads
Work Great
Landing Pages
Bringing it All Back Together…
Leads Sales
Tight Knit
Adgroups
(Keyword Themes)
Super
Landing Page
(Converts Traffic)
Well...
ADWORDS EDITOR!!!
Don’t Set It and Forget It!
Comb Through the
Search Term Report
A/B Test Ads
Raise/Lower Bids
Based on ROI
Split Out High ...
THANK YOU!
Luke Alley, Director of PPC
dreamsystemsmedia.com
luke@dreamsystemsmedia.com
@lukealley
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Mortgage Tech Summit Denver - Mortgage PPC 101

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Best practices of mortgage PPC and how to setup, structure, and optimize your account for success.

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  • ----- Meeting Notes (6/8/12 13:37) -----JeffSteveNancy
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  • Mortgage Tech Summit Denver - Mortgage PPC 101

    1. 1. You Down With PPC? Luke Alley, Director of PPC luke@dreamsystemsmedia.com @lukealley
    2. 2. Case Study – Mortgage Client MONTH 1 Cost Per Lead - $68.42 Total Number Of Leads - 52 JANUARY 2012 Cost Per Lead - $28.02 Total Number Of Leads – 1,418 Cost Per Lead Leads
    3. 3. What’s Happening Now? MONTH 1 Cost Per Lead - $68.42 Total Number Of Leads - 52 May 2012 Cost Per Lead - $23.10 Total Number Of Leads – 2,563 Cost Per Lead Leads February 2012
    4. 4. What Did I Do? June 2011 – Started Display Network Feb 2011 – tested new keywords, too broad, though low CPA. Mar 2012 – Restructured all campaigns Nov 2010 – Hyper-targeted city campaigns in TX & CA Normal optimization
    5. 5. Where do people get stuck? Quality Score Disapprovals Costs are High, Leads Low Time- Set & Forget
    6. 6. Search, Display, Mobile Network Pro Tip: The Best Mortgage Accounts Have Search and Display Separated
    7. 7. Keyword Resarch - Jumbo Loans!
    8. 8. Jumbo Loans!
    9. 9. Google’s Keyword Tool External
    10. 10. Use Match Types Broad Match: Jumbo Loans • Jumbo Hot Dogs • Find Jumbo Loans • Loans Phrase Match: “Jumbo Loans” • Find Jumbo Loans • Jumbo Loans Scottsdale • Jumbo Loans Interest Rates Exact Match: [Jumbo Loans] • Jumbo Loans Modified Broad Match: +Jumbo +Loans • Jmbo Loans • Jumbo Loan • Jumbo Loanings Pro Tip: Don’t Use Broad Match, Except with a Thorough Negative Keyword List
    11. 11. Make Tight-Knit Adgroups/Themes “Jumbo Loan Rates” • jumbo loan rates • jumbo loans rates • jumbo loan interest rate “Jumbo Mortgage” • jumbo loan mortgage • jumbo mortgage loans • jumbo mortgages “Jumbo Loans” • jumbo loan • jumbo loans
    12. 12. Make Specific Ads for Themes “Jumbo Loan Rates” • jumbo loan rates • jumbo loans rates • jumbo loan interest rate “Jumbo Mortgage” • jumbo loan mortgage • jumbo mortgage loans • jumbo mortgages “Jumbo Loans” • jumbo loan • jumbo loans
    13. 13. What’s this about “Quality Score”? Historical Clickthrough Rate of Keyword & Ad Matched Ad Includes Keyword Historical CTR of URLs Landing Page Quality Account History & Performance (CTR of ads & kws)
    14. 14. What’s this about “Quality Score”? Expected CTR • A/B test ads. • Create tight knit adgroups • Add negative keywords Ad Relevance • Include keyword in the ad. • Include keyword in destination URL. Landing Page Exp. • Match landing page to KW • Optimized like SEO page
    15. 15. Let’s Be Negative Universal Negative Keywords! • Free • Youtube • Game • Facebook • Job • Career • Internship Pro Tip: Add names of mortgage companies in your area.
    16. 16. Ad Extensions – Give Your Ads Some Flavor Sitelinks Location Extension Phone Extension
    17. 17. Display Network – Uncharted Territory
    18. 18. Making Display Network Work “Jumbo Loan Rates” • jumbo loan rates • jumbo loans rates • jumbo loan interest rate Pro Tip: Display network can yield mortgage conversions cheaper than search network.
    19. 19. Remarketing- You’re Being Followed! Pro Tip: Don’t Be Creepy… and Image Ads Work Great
    20. 20. Landing Pages
    21. 21. Bringing it All Back Together… Leads Sales Tight Knit Adgroups (Keyword Themes) Super Landing Page (Converts Traffic) Well Written Ads (Improve CTR) High Quality Scores (Lower Costs) Thorough Keyword Lists with Negative Keywords (Quality Traffic) Remarketing
    22. 22. ADWORDS EDITOR!!!
    23. 23. Don’t Set It and Forget It! Comb Through the Search Term Report A/B Test Ads Raise/Lower Bids Based on ROI Split Out High Volume Keywords Into Their Own Adgroups A/B Test Landing Pages
    24. 24. THANK YOU! Luke Alley, Director of PPC dreamsystemsmedia.com luke@dreamsystemsmedia.com @lukealley
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