Inspired entrepreneur solving a problem that I and probably many people were having
Subscription business where
Being super passionate about my product, I broadcasted to the world. Hey, come check out this great service.
I also produced a viral video explaining why I founded MTM, explaining my story about being frustrated with finding a therapist.
How does this apply to me? We are all focused on building a Purple Cow – a product or service that truly is remarkable.
So, you have a stimulus: It is nearing mother’s day and you want to purchase some flowers for your mom. What do you do? You go to the local florist and pick out a bouquet. The first moment of truth is when someone is at your store and they are looking at your product and they decide to purchase. The second moment of truth is when you give your flowers to your mom – and she is absolutely blown away by how beautiful they are and she is convinced that you spent a fortune on them.
With the advent of the internet, there is a new moment of truth in this process: the Zero Moment of Truth. Now as mother’s day nears, instead of going to the florist, what do people do? They go online and they do searches.
Focus on Google. It is where the traffic is.
Pay per click is an auction based market, where many advertisers bid on keywords
Start with lower funnel keywords keywords that are specific
Promise Delivered? What do you think the bounce rate would be? Bounce rate – high or low?
Show shopping conversion
Making Paid Search Marketing andSEO Work for StartupsJanuary 29, 2013 Corey Quinn @coreyquinn
About Me• Born and raised in Los Angeles• VP of Business Development at The Search Agency• MBA from USC• Also have a deep passion for startups
MyTherapistMatch.com Story• Frustrated with the „finding a therapist‟ process• Has to be a better way…
Metcalfes Law Therapists Therapy Clients Marketing Focus Offline Online
What Actually Happened: Meh… [Spike of not very qualified traffic] [then nothing]
Enter Paid Search• Brought a paid search (ppc) consultant onto the team• Developed highly targeted set of keywords• Launched focused campaigns on a tight budget• Immediately drove traffic• Feedback on our product, pricing and messaging• Within six months, was able to hit our target cost per acquisition.• Invested in high quality SEO content
Over Time, Reduced Dependence onPaid Traffic by 77.6% Traffic Type Organic 46.20% December 2010 Paid 19.04% Other 34.75% Traffic Type Organic 76.08% December 2012 Paid 4.27% Other 19.65%
Paid Search Alone Is Not Enough… But It Can Help
How Paid Media Helps:• Immediately drive traffic• Near instant feedback on your product, site experience, & pricing• Keywords target your audience based on intent• Brand visibility• Easy to test multiple variables • Keywords, Ad copy, Landing pages• Lower funnel traffic = higher propensity to buy Yay! Money!
Traditional Mental Model for Marketing Stimulus Purchase Experience (1st moment of truth) (2nd moment of truth)Source: ZMOT, Google 2011
New Four Moments Mental Model Stimulus Zero Moment Purchase Experience Of Truth (1st moment of truth) (2nd moment of truth) Search Social Content/ReviewsSource: ZMOT, Google 2011
Consumer Decision Journey CREATE GROWTH CONVERT NURTURE Relationships & to new audiences your audience Relationships Remarketing Consideration Evaluation Buy Advocate • SEM • Landing page • TV • SEO optimization • Radio • Display • Shopping cart • Social Media • Print • Email optimization • Email • Display • Social Media • Click to call • Social Media • Mobile • MobileSource: The Search Agency, Inc.
Why Should I Care About Search? There are over 17.5 billion searches conducted each monthSource: http://www.comscore.com/Press_Events/Press_Releases/2012/6/comScore_Releases_May_2012_U.S._Search_Engine_Rankings
Consumers Value Search • 91% of consumers say they found what they were looking for • 86% learned something new or important • 73% believed information was accurate and trustworthy • 66% said that search engines are fair and unbiased • 50% found info they didn‟t think they couldSource: http://www.pewinternet.org/Press-Releases/2012/Search-Engine-Use-2012.aspx
Search Engine Position Matters 75% Of searchers never scroll past the first page of search results.Source: http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/
Keywords and The Conversion Funnel30,400,000 Flowers165,000 Mother‟s Day Flowers250 Mother‟s Day Red Roses50 Mother‟s Day Red Roses Same Day Delivery
Use keywords that are very specific, even if there is low search volume “Fitness” “Wearable Activity Tracker Under $200” Specific keywords ensure targeted, high intent traffic
Start with small number of keywords Test, iterat e, test Then, test some moreSource: http://phraseologyproject.com/phrase/keep-it-simple-stupid
Group keywords into small, narrowly themed ad groups Account Campaign Campaign Ad Group Ad Group Ad Group Ads Ads Ads Keywords Keywords Keywords Bids Bids BidsSource: The Search Agency, Inc.
Campaign Structure Campaign Campaign Campaign Small Business Loans Business Types Loan types Ad Group Ad Group Ad Group Small Business Loans Start Up Unsecured Loan Keywords Keywords Keywords • small business loans • business start up • unsecured personal • apply for small financing loan business loan • loan for start up • unsecured loan business companies Ad Copy Ad Copy Ad CopySource: The Search Agency, Inc.
Test Targeted Phrases• “Buy ___”• “Start Download”• “Click Here”• “Shop Now”• “Get Started”• “Free Delivery”• “Buy 2, Get 1 Free” What are my products most important features and benefits? What is my competitive advantage?
Line up your paid search ad next yourcompetitors‟ ads My Ad • Which one would you choose? Competitor Ad #1 • Ask your friends & colleagues to choose their favorite. Did they choose yours? Competitor Ad #2 Competitor Ad #3
Mobile Has Arrived Source: Marin Software • Mobile searches are expected to account for 25% of all Google searches by the end of 2012.Source: marin software
Lower Cost Per Clicks (“CPC”) and Higher Click Through Rate (“CTR”) on MobileSource: http://searchenginewatch.com/article/2219730/Paid-Search-Growth-Continues-to-Slip-CPCs-Down-But-ROI-Improves-in-Q3-2012
Google Display Network • Place your ads on websites that are relevant to what you‟re selling. • Show those ads to the people that are likely to be most interested. • Manage and track your budget, campaigns and results through Google Adwords interfaceSource: http://www.google.com/ads/displaynetwork/
Conversion Funnel Choose ALanding Page Payment Thank You Plan
Measuring Performance of Your PaidSearch Campaigns Place Google‟s Conversion Pixel on your “Thank You Page”
The Two Metrics That Matter• Cost Per Acquisition (“CPA”) • What does it cost to acquire a customer? Click costs / number of new customers from pay per click clicks • What is my conversion rate? PPC clicks / number of new customers • How does my CPA relate to the (expected) revenue / life time value per customer? Is there Return On Investment (“ROI”)?• Conversion Volume • How many customers did I acquire and at what price? • Is there potential for scale?
Use Website Analytics to ID Areas forOptimization 1% 18% 0%
Use Website Analytics to ID Areas forOptimization Focus Here 1% 18% 0%
Don‟t Forget…• Remarketing • Marketing to site visitors who haven‟t converted• Retention • Keeping your customers coming back• Referrals • Incentivizing your customers to promote your brand
“a holistic approach to SEO”Source: The Search Agency
“Demonstrate topic expertise” • Onsite demonstration of vertical and industry knowledge • Create content that connects • Understanding of user intent Rand Fishkin SEOMOZ.com INTENT to CONTENTSource: The Search Agency
• Invested in creating a library of “therapy 101” content • Clear demonstration of topic expertise • Users and Google now reference our site on this and related topics
“Socially Confirmed Topic Expert” • Off-site topic authority • Who else thinks your content is „cool‟? • Social Sharing • Content Marketing • Social Indicators • Linking THINK BEYOND the LINKSource: The Search Agency
Constraining YourSpendGeo targeted campaignsLimit your budget with daily capsTest Google Display network following Google SearchExpand spend where you see positive results
Summary• Invest in paid search to drive targeted, lean forward traffic• Start small and grow with successes• “Fail fast” & test everything• Take advantage of the mobile cost per click arbitrage• Remember SEO