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THE NEEDLE-MOVING,BUSINESS-DRIVEN
RESOURCEFOR GREAT COMPANIES.
CREATIVEPPC TECHNIQUES
BURNS                  DIGITALFIND PROSPECTS                  DRIVE TO WEBSITE           CONVERT VISITORS         MEASURE ...
BURNS PPC     !  Very broad segment experience                  _ IT servicesCAPABILITIES      _ Enterprise software      ...
THE MOST   !  Prospects click on ads when they expect to                be sold something – they’re far down theMEASURABLE...
PPC 101   !  What do people click on?                 _ 63% of all searchers click on any Paid Search linkBASIC FACTS     ...
PPC 101HOW IT WORKS
PPC 101HOW IT WORKS
PPC 101HOW IT WORKS
PPC 101HOW IT WORKS
DON’T BE SO   UPTIGHT
REMEMBER    !  10-30% of advertising uses intentional               humor (Weinberger, 1995) TO LAUGH   !  Very little hum...
What about using the “Stop Sucking Resources” theme in an                      ad on this page?
“Even better                                   stability”                                                 “Tangle-free”“Su...
FEEL THEIR      PAIN
PUT YOURSELF    !  Companies tend to advertise their products                   based on product attributes     IN THEIR  ...
USE PAINSTATEMENTS
“EARBUDS   SUCK”
CATCH ‘EM WHENTHEY AIN’T EXPECTIN’ IT
EVENT   !  Transient event campaigns can provide lift               to trade show exhibit investmentsCAMPAIGNS   !  You’re...
EXAMPLE:           !  Example: DistribuTECH                           _ Biggest show in the smart grid segmentDISTRIBUTECH...
EGO   !  Ego campaigns can target key buying               individualsCAMPAIGNS   !  At some point, someone will search on...
USE THE REALLY    SHORT TAIL
BERELATIVE
USE   !  In a competitive click environment,                sometimes the best search strategy is:AFFILIATED      _ Avoid ...
Monthly searches   Click costCharity giving         49,500           $8.24Charity donation       110,000         $17.88Onl...
USE THE PHONE
CONVERT   !  Some businesses naturally convert prospects              over the phone. Take advantage of that.BY PHONE
USE YOUR   !              !                   Don’t be so uptight                   Feel their painRIGHT BRAIN   !    Catc...
THE NEEDLE-MOVING,BUSINESS-DRIVEN
RESOURCEFOR GREAT COMPANIES.
Creative PPC Techniques to Boost ROI
Creative PPC Techniques to Boost ROI
Creative PPC Techniques to Boost ROI
Creative PPC Techniques to Boost ROI
Creative PPC Techniques to Boost ROI
Creative PPC Techniques to Boost ROI
Creative PPC Techniques to Boost ROI
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Creative PPC Techniques to Boost ROI

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Presented by the head of the digital practice at Burns Marketing (www.burnsmarketing.com), this webinar encourages marketers to use their creative side to find new opportunities and increase performance in their pay-per-click campaigns. It's not always about the data and things like run-of-the-mill keywords. Sometimes, you really need to think outside the box to give your PPC campaigns that extra little boost.

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Transcript of "Creative PPC Techniques to Boost ROI"

  1. 1. THE NEEDLE-MOVING,BUSINESS-DRIVEN
RESOURCEFOR GREAT COMPANIES.
  2. 2. CREATIVEPPC TECHNIQUES
  3. 3. BURNS DIGITALFIND PROSPECTS DRIVE TO WEBSITE CONVERT VISITORS MEASURE RESULTS Search Engine Marketing Marketing Automation Search Engine Local Listing Lead Paid Search Optimization Optimization Nurture ROI Metrics Web Call Online Marketing Website Improvement Analytics Tracking Pay Per Advanced Conversion Email Mobile Banner UX/UI Call Targeting Opt. Facebook Promoted PPC Tweets Pre-Click Post-Click
  4. 4. BURNS PPC !  Very broad segment experience _ IT servicesCAPABILITIES _ Enterprise software _ Healthcare _ Education _ Apparel _ Maternity products !  From niche B2B to B2C with 1000s of SKUs !  Automated tools and advanced techniques _ >100,000 keywords _ Complex bid management _ Long tail discovery _ Mobile and location-aware placement
  5. 5. THE MOST !  Prospects click on ads when they expect to be sold something – they’re far down theMEASURABLE sales funnel and most convertible !  Organic delivers credibility, paid offers purchase intent !  PPC should be the first online investment for most companies _ Possible exceptions: •  Markets with lead aggregators •  Low ASP products !  Key PPC characteristics _ The most measurable and optimizable of all marketing investments _ Can be used to discover keywords and messages for other channels _ Once dialed in, can be scaled easily
  6. 6. PPC 101 !  What do people click on? _ 63% of all searchers click on any Paid Search linkBASIC FACTS _ 97% of all searchers click on any Organic link _ 16% of all internet users click on any Display ad !  At what rate? _ 3.5% is the average clickthrough rate on a Paid Search ad campaign _ 0.1% is the average clickthrough rate on a Display ad campaign !  Paid Search converts at 1.5x Organic clicks (Comscore Data)
  7. 7. PPC 101HOW IT WORKS
  8. 8. PPC 101HOW IT WORKS
  9. 9. PPC 101HOW IT WORKS
  10. 10. PPC 101HOW IT WORKS
  11. 11. DON’T BE SO UPTIGHT
  12. 12. REMEMBER !  10-30% of advertising uses intentional humor (Weinberger, 1995) TO LAUGH !  Very little humor is used in PPC _ Why not? Maybe because it doesn’t work, but maybe it does. !  PPC A/B testing provides a perfect testing ground for humor !  Test it, especially on long-tail terms
  13. 13. What about using the “Stop Sucking Resources” theme in an ad on this page?
  14. 14. “Even better stability” “Tangle-free”“Super bass” How about “kickin’ earbuds”? “Sound so good you’ll swear Led Zep is in your head”
  15. 15. FEEL THEIR PAIN
  16. 16. PUT YOURSELF !  Companies tend to advertise their products based on product attributes IN THEIR _ Features SHOES _ Benefits (those are good, right?) !  Focus on features and benefits requires prospects to have already figured out that what you sell is what they need !  This is particularly common in B2B technology
  17. 17. USE PAINSTATEMENTS
  18. 18. “EARBUDS SUCK”
  19. 19. CATCH ‘EM WHENTHEY AIN’T EXPECTIN’ IT
  20. 20. EVENT !  Transient event campaigns can provide lift to trade show exhibit investmentsCAMPAIGNS !  You’re probably already investing in ways to get people to your booth _ Email _ Direct mail !  The problem is that everyone is doing the same thing
  21. 21. EXAMPLE: !  Example: DistribuTECH _ Biggest show in the smart grid segmentDISTRIBUTECH _ Commonly attendees’ largest marketing investment !  7500 Google searches for that show _ For registration info, conference materials, exhibitor lists, etc. _ By searching, they are qualifying themselves (partially) _ Very little click competition Use the ad to invite attendees to booth, to promote a contest, to provide related materials …
  22. 22. EGO !  Ego campaigns can target key buying individualsCAMPAIGNS !  At some point, someone will search on their own name !  Clever, compelling ad copy can capture their attention and their click !  Even if they don’t convert, they can now be part of a retargeting campaign
  23. 23. USE THE REALLY SHORT TAIL
  24. 24. BERELATIVE
  25. 25. USE !  In a competitive click environment, sometimes the best search strategy is:AFFILIATED _ Avoid core terms altogether CONCEPTS _ Target terms associated with your business, but not directly related
  26. 26. Monthly searches Click costCharity giving 49,500 $8.24Charity donation 110,000 $17.88Online giving 14,800 $2.57 Monthly searches Click costAmerican Cancer 673,000 $0.75SocietyCancer survivor 135,000 $2.59Cancer awareness 246,000 $1.61
  27. 27. USE THE PHONE
  28. 28. CONVERT !  Some businesses naturally convert prospects over the phone. Take advantage of that.BY PHONE
  29. 29. USE YOUR ! !  Don’t be so uptight  Feel their painRIGHT BRAIN !  Catch ‘em when they ain’t expecting it !  Use the really short tail !  Be relative !  Use the phone
  30. 30. THE NEEDLE-MOVING,BUSINESS-DRIVEN
RESOURCEFOR GREAT COMPANIES.
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