This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective. 10 Proven PPC Tactics & Tips Guaranteed to: +Drive quality buyers to your website +Understand how PPC drives your other sales channels +Use changes in local weather to produce more leads +Beat competitors in Google Search +Save time and generate more sales

1. Powerful PPC Tactics that Get You Leads
January 22nd Webinar

2. Common Question:
What else can I be doing to drive
better performance?

3. Uncommon PPC Strategies & Tactics
90% of PPC presentations & content focus
on the SAME AdWords optimization points:

Keyword Expansion & Management

Match Types

Optimized Ad Copy

Bid Management

Quality Scores

Negative Keywords

Landing Page Optimization
Looking Beyond the Basics

4. TACTIC #1
Attribution Modeling

5. Attribution Model Definition
A marketing attribution model is a strategy used to quantify the influence
each marketing impression or touchpoint has on a consumer’s decision
to make a purchase or lead conversion.
Previously a tool only available to
Premium Analytics subscribers
(at $150k per year), Google made
basic attribution tool available for
free in February 2013.

6. Last Interaction Model
In a Last Interaction model, 100% of the credit for a lead or sale is
attributed to the last visit prior to conversion. All standard reports in
Google Analytics use a Last Interaction model (the least useful of all
models).
Paid
Search
Social
Media
Organic
Search

7. First Interaction Model
In a First Interaction model, 100% of the credit for a lead is attributed to
the 1st visit that originated the potential customer’s contact with your
brand.
Paid
Search
Social
Media
Organic
Search

8. Linear Model
In a Linearmodel, each traffic and/or marketing channel is given equal
credit for the conversion.
Paid
Search
Social
Media
Organic
Search

9. GA Report: Model Comparison Tool

10. Sample Model Comparison
Total PPC Leads (Last Interaction)54
Total PPC Leads (First Interaction)87
Using this example, the leads generated by PPC visits based on 1st
Interaction show a 61% increase vs. the Last Interaction model.
*Without this information, this client didn’t have visibility into true impact and ROI for their PPC
efforts. Armed with this new outlook on performance, the PPC marketing budget was increased.

11. TACTIC #2
Weather Triggered Advertising

12. Benefits of Weather Targeting
 Ad creative and/or targeting based
on weather conditions are proven to
drive improved user engagement
and stronger ROI numbers.
 According to The Weather Channel,
weather triggered ads deliver:
 127% higher CTR than other
creative
 117% higher purchase
consideration

13. Case Study: Roofing Contractor
The Story: By monitoring weather and adjusting budgets +keyword bids
during periods of heavy rain, hail or snow – Surefire Social client was able to
capture short-term spikes in searches related to roof repairs, roof leaks,
emergency roofing services, etc.
During weather-related traffic spikes, key performance
metrics improved significantly across the board including:
 An increase in leads of 258%
 A decrease in Cost Per Lead of 53%
Takeaway: By changing PPC campaign settings and strategy during brief
intervals of weather related opportunities, client gained dozens of new
customers at a significantly reduced Cost Per Acquisition.

14. Weather Advertising: Quick Launch Steps
Start Capturing short-term weather driven opportunities with the
following plan:
1.
Set up a Weather dashboard to monitor storms and inclement weather
using any weather news service.
2.
Add creative to capture storm name and/or real-time weather conditions
in the area (Pause all other ads)
3.
Increase bids on adgroups and keywords impacted by weather
conditions. Test bidding for top ad positions.
4.
Increase budget and monitor to ensure your Daily Impression share is
maximized and ads are serving the full day.

15. TACTIC #3
Measuring Phone Call Conversions

16. Phone Calls Make a Comeback
Google says 61% of mobile
searches result in a phone call!
MOBILE WEB INFLUENCE
One of the byproducts of the mobile explosion is
an increase in the number of phone calls
businesses receive.
Put simply, more and more ad headline clicks
are becoming “click to call” actions. And the
trend is moving to desktop and tablet users too
as advertisers tap into the trend.

17. Typical Online/Offline Conversions

18. Integrated Call Tracking & Analytics
Sophisticated Call Tracking is now
affordable and relatively easy to implement
for any business.
Capabilities are continuously
expanding so you always know who is
calling and how they found you!
 Dynamic numbers can track calls back
to a PPC campaign, or even specific
ads and keywords.
 Phone call data can be integrated with
Google Analytics.
 Phone calls can be recorded and
played back

19. Case Study: Window Replacement Specialist
Problem: Analyzing campaign results over several months, client found that their
cost-per-acquisition (CPA) in the paid search channel had been rising. Based on
online form submissions, monthly leads were declining, driving a diminishing
return on investment.
Solution: Afterimplementing basic phone tracking by adding a separate PPC
number to their landing page, client discovered that phone calls were generating
67% of their current leads.
The expanded data collection capabilities to measure PPC phone calls provided
client with two key results:
 A 215% increase in monthly leads.
 A 68% decrease in Cost Per Acquisition.

20. Call Tracking: Quick Launch Steps
Call Tracking can be implemented in 3 separate stages, with each stage
measuring call data at a more granular level:

Stage 1: Add unique tracking numbers to all dedicated PPC
Landing Pages.

Stage 2: Implement Dynamic Number Replacement to track PPC
calls regardless of landing page and/or number of repeat visits to
site.

Stage 3: Implement Dynamic Session tracking to assign a unique
number to each user session. This capability enables granular
level data to track calls back to a specific ad or keyword.

21. TACTIC #4
Phone-Based Keyword Research

22. Inbound Call Monitoring/Interaction Mining
Record and Listen to inbound calls: Prospects and
customers use the same words over the phone that they use
in online searches for your services.
*Typical keyword research
tools often can’t make
intelligent connections
between different keyword
phrases.

23. TACTIC #5
Targeting Local Customers
Everywhere

24. National Ads for Local Advertisers
FACT
Prospects in your service area are frequently
searching for local based services while out
of the area – whether traveling, at work, or on
vacation.
SOLUTION
Create a national targeted campaign using
Exact Match keywords with geo-modifiers.
EXAMPLE
Prospect is on his way home from a summer
vacation and is looking for estimates on
replacing his roof when arriving home. He
searches on “roofing company restonva”
while on the beach in Florida.

25. TACTIC #6
Bid Modifiers

26. Enhanced Campaigns: Bid Modifiers
Bid modifiers (a/k/a Bid Adjustments) are one of the most
powerful and useful new features launched with Enhanced
Campaigns in July 2013.
Bid Modifiers allow advertisers a simple way to alter your base
keyword bid using 4 additional factors:
1.
2.
3.
4.
Geographic Location
Day
Time
Device Type

27. Location-Based Modifiers

28. Day/Time Modifiers

29. TACTIC #6
Device Segmentation

30. The Enchanced Campaigns Headache
In addition to several great new features, Enhanced Campaigns also
caused an uproar in the paid search world.
The controversial “device unification” changes created a new ad platform
which effectively killed the ability to run separate Desktop and Mobile
campaigns. However, there is a workaround….

31. Device Segmentation Now
Setting up separate mobile campaigns can still be done using the
following strategy:
1.
Create campaign and set the mobile Bid Adjustment to negative
100% in order to completely opt out of smartphone traffic.
2.
Copy the campaign (adding "Mobile" to name), and set all bids
much lower - around 25% of desktop bids.
3.
Set the Bid Adjustment for the mobile campaign up to a
maximum boost of 300% based on conversion data.
4.
Set mobile preference on all ads.

32. TACTIC #8
Provide Opportunities for Soft
Conversions

33. Capture Upper Funnel Leads
Some traffic may be early in the buying
process, but there is an opportunity to
convert interested users into email
subscribers and/or social media followers.
These Soft Leadsare people willing to
provide their email address (or other
personal information) in exchange for useful
content. These valuable “upper funnel”
leads are interested; but not ready to make
a purchase just yet.
Nurturing these leads over time will build a
sales pipeline and generate new
customers.

34. Soft Conversions: Quick Launch Steps
Add soft Call-To-Action touts to high traffic producing pages or global
page templates to encourage users to:
1.
Subscribe to newsletters or email lists
2.
Download Whitepapers, Ebooks or PDF Guides.
3.
Enter to win prizes with simple sweepstakes or contests
4.
Download a mobile app

35. TACTIC #9
AdWords Shared Library

36. Shared Library Benefits
The Shared Library feature allows advertisers to save time and drive
better results by sharing key assets and settings across several
campaigns:

Text Ads

Audiences

Bid Strategies

Budgets

Negative Keywords

Exclusions

37. Shared Budget Example
Creating a Shared Budget allows you to capture daily/weekly shifts in
traffic, lead flow and demand for specific products based on news,
weather events and other external factors.

38. TACTIC #10
Remarketing!

39. Once Upon a Time….
Remarketing was complex. Individual tags had to be created
for each target audience or segment and advertisers had to
hire a designer to develop display or rich media ads.
Not anymore!
Today remarketing on Google is as
easy as 1-2-3 and everybody should
be doing it.

40. Why Remarketing?
•
It Works!!! Numerous case studies have reported up to a 300-
400% Conversion Rate Lift on remarketing visits.
•
Avg CPC rates are much lower on display network vs search ads
(target a qualified search audience at display advertising prices)
•
Previous site visitors are the most interested and engaged
audience you can target.
•
Create customized lists and target special offers for specific
products or services.

41. Simple Remarketing Setup
With this simple setup, you can have a remarketing campaign running in a
few days :
1.
Update your Google Analytics tag to support display advertising.
2.
Set up remarketing audiences in AdWords for anything you can
measure in GA: all site visitors, visitors to specific pages, funnel
abandons, etc.
3.
Create remarketing text ads (same as search ads)
4.
Set up a Frequency Cap to limit the impressions per visitor.

42. Talk to Us
Chris Marentis is the Founder and CEO of
Surefire Social. With over 25 years of
experience leading traditional and interactive
marketing businesses, Chris is a leader in
helping businesses use new technology to
enable dramatic growth.
Need help or want to find out more?
Come see us to get your FREE Online
Visibility Checkup now at
www.surefiresocial.com
or call 888-804-8685

43. Who is Surefire Social?
Surefire Social delivers personal, comprehensive
strategies for effective local Internet marketing.
www.surefiresocial.com
To learn more about our PPC Services, visit us
@http://www.surefiresocial.com/marketing-solutions/