Agenda Industry Overview Success Lies In Fundamentals Regional Differences: All Markets Are Not Created Equally Cost Savings: True Impact Of Quality Scores Weed Out Irrelevant Traffic: Negative Keywords In-House Teams and 3rd Party Tools SMB Challenges & Automation Questions
Why PPC? PPC (Pay Per Click) is one of the most profitable advertising and marketing channels. This view is shared by most online marketers, who in 2007, according to Marketing Sherpa, ranked PPC and email marketing as the two channels with the highest ROI.
Targeting: Utilize targeting methodologies (geo-targeting, by demographics, day-parting)
Distribution/Networks: Decide which engines you should use. Search vs. content network?
Landing Pages: Chosecontent, design & images, calls to action.
Tracking & Analytics: Set keyword level tracking (Depth pays off)
URLs (display/destination): Enhance display URLs to increase credibility
Other Third Party Tools: Competitive analysis, market trends, market sizing
Stages For Implementing a Successful PPC Campaign
Key Components Of Successful PPC Campaign GEOGRAPHY Process: Geo-Targeting is driven by the following criteria: Vertical Specification, Population, Density, & Market Competitiveness. Method: Geo Targeting & GEO Modification. Level: Zip, City, DMA/ Metro, County, State. Engines: Google, Yahoo & MSN TIME Process: Day Parting is driven by the customers’ operating hours and/ or conversion performance by part of day, week, month, etc. Method: Work Hours, Workdays, Weekends, Month. Level: Hourly, Daily, Weekly, Monthly Engines: Google, Yahoo & MSN SEO Process: SEO is utilized to help SEM. This process allows us to get better quality score, drive lower CPC, increase conversion & drive organic conversions. Method: Relevant, content, optimized Meta, H1, H2 & ALT tags, Titles, Site Map, Page load times, Anchor Text, Multiple Domains. Engines: Google, Yahoo & MSN
Imperatives: Track These or Lose TRACK Impressions Conversions/ Sales Clicks CPA Customer GEO CTRs Conversion Rates Time Of Conversion Cost Revenue CPC Demo, LTV, Behavioral, etc. ROI Avg. Position OPTIMIZE
What To Expect When Right Tactics Are Employed
Clickable overtakes creation & management of 1,500+ accounts across multiple levels of spend and areas of specialization & sub-specialization.
Re-posts 1,200+ brand new accounts (small spenders = aggregate optimization) & overtakes creation of high spending accounts.
Clickable’s newly attained management of the accounts produced in a 3X increase in the overall conversion rate (3.84% vs. 10.79%).
Clickable newly created accounts also outperformed legacy accounts by having a 34% lower CPA.
Clickable also managed to increase number of active customers & grow revenue (Ad Spend).
Top 10 Questions You Should Ask Your PPC Team How much revenue do we drive through PPC alone? What is our CPA? What is our ROI? What is our conversion rate? What is industry avg. CR? What percentage of our budget is fully utilized? Are there any opportunities to find more converting traffic?
Top 10 Questions You Should Ask Your PPC Team Do we do geo-targeting? Do we do day parting? What kind of tools do we use? Do we use automation? Do we do testing? PPC testing and/or landing page testing? Do we send PPC traffic only to one location? How are our quality scores?
Regional Differences $14.7 CPC (140K Active Lawyers; Divorce Rate: 2.8 Per 1,000)
Regional Differences $4.3 CPC (17K Active Lawyers; Divorce Rate: 4.7 Per 1,000)
Top 5 Tips For Utilizing Market Differences GEO Modified Campaigns (National/ Larger Area) General Search Campaign (Geo-Targetted) Create Local Ads Custom Local City & General Landing Pages 25 Mile Radius
Top 5 Tips To Increase Quality Scores Split Keywords into smaller more targeted Ad Groups Create relevant ad copy for each AdGroup Optimize Creatives Experiment with matching options Build your SEO Link Building And SEO Implement Keywords Essential Site Pages Make Sure Google Thinks You’re Relevant
How To Find Negative Keywords? Keyword Research Tools Google's keyword tool, wordtracker and keyworddiscovery are typically the first place advertisers look for negative keyword help. Search Query Performance Report Once your account has been active for several days, the Search Query Performance Report becomes the most relevant resource for identifying negative keywords. Your Analytics tool If you are not using a third party web analytics tool to track your traffic sources - install one ASAP. Google Analytics is a robust web analytics tool and best of all its free. Competitive Intelligence Tools Tools such as keycompete, compete.com and ispioage provide insight into your competitors' keyword lists.