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Is Paid Search Failing You?
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Is Paid Search Failing You?


When most people think of online marketing they just think about Pay Per Click Search Advertising. There are other options and the reality is at this point they work just as well if not better than …

When most people think of online marketing they just think about Pay Per Click Search Advertising. There are other options and the reality is at this point they work just as well if not better than search ads.

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  • Talk through example of remarketing ads
  • Remarketing allows you to target those people who have already shown interest in your company and website. You know they know about you and have visited your site, so showing them an ad may trigger them to come back and convert.

    AdWords Remarketing allows you to create lists where you can narrow down your remarketing audience based on certain sections of your site, like product or category pages, allowing you to target those users even further. Lists can even take traffic from certain social advertising campaigns into consideration, so you can essentially show customized ads to each category of users based on the information you have from how you’ve targeted them on the social networks. I’ll go into a bit more detail on that in a moment.

    The more information you have on your remarketing audience members, the more customized you can make your messaging, both ads as well as landing pages, to make these efforts as relevant as possible to each user. The more relevancy you have, the better chance you have at bringing in the conversion.

    With all of the customization and specific targeting available through remarketing, this advertising type really allows for the most efficient use of your ad budget, because everything is so highly targeted.
  • So to talk a little bit more about remarketing and social networks…
    LinkedIn is a great companion for remarketing.

    You can tag your URLs used for LinkedIn ads (which you should be doing anyhow for Analytics purposes) to help you identify and categorize these audiences in your remarketing lists within Google.
    You can do this manually or use the URL Builder that Google has available to make this easier for you. I have a link here where you can access that tool.
    This will help you customize your messaging to best target these users who have voluntarily provided you with an abundance of information about themselves through LinkedIn, like location, place of work, and even job title.
  • So what are some things to consider when using Remarketing?

    Member Duration: You want to set your member duration to the longest length possible in most cases, especially in your “Main List.” This will allow you to keep a long standing list of members, which you can always create subsequent lists from later. It’s better to have them and not need them than to need them and not have them.

    Frequency Capping: This is just a courtesy to users. You don’t want to completely bombard them with ads. We like to recommend capping impressions at a few per user per day.

    Past Converters: Depending on your goals, you may want to exclude people who have already converted. Sometimes you can use that information to upsell them on something else, but a lot of times, if you keep trying to get a user to do something that they’ve already done, it will have a negative impact.

    Cart Abandonment: In some cases however, you may want to create lists based on people who have added items to their shopping cart and then abandoned. It could very well trigger them to head back and finish that purchase.


  • 1. @marketingmojo | #mojowebinar | marketing-mojo.com Presented by Tad Miller Vice President of Accounts, Marketing Mojo Amanda Sides Account Director, Marketing Mojo IS PAID SEARCH FAILING YOU?
  • 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTERS AMANDA SIDES Accounts Director Marketing Mojo @amanda_sides +Amanda Sides TAD MILLER Vice President of Accounts Marketing Mojo @jstatad +Tad Miller
  • 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  • 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  • 5. @marketingmojo | #mojowebinar | marketing-mojo.com THE SHORTCOMINGS OF SEARCH ADVERTISING PPC Keyword Advertising Sometimes Falls Short of Delivering
  • 6. @marketingmojo | #mojowebinar | marketing-mojo.com PPC KEYWORD ADS DO WORK • Search Advertising is Still “Pull Marketing” • These are customers that are seeking your products or services – some are ready to buy now
  • 7. @marketingmojo | #mojowebinar | marketing-mojo.com IT’S WAY BETTER THAN A BILLBOARD
  • 8. @marketingmojo | #mojowebinar | marketing-mojo.com BUT…
  • 9. @marketingmojo | #mojowebinar | marketing-mojo.com SHORTCOMING – HORIZONTAL RELEVANCE • The same keywords can mean different things to different people • “Green Vacuum”
  • 10. @marketingmojo | #mojowebinar | marketing-mojo.com HORIZONTAL RELEVANCE: “GLORY DAYS”
  • 11. @marketingmojo | #mojowebinar | marketing-mojo.com HORIZONTAL RELEVANCE -SMARTWATCH
  • 12. @marketingmojo | #mojowebinar | marketing-mojo.com HORIZONTAL RELEVANCE - B2B CONTEXT • “Battery Testing” Consumer Search Intent Battery Manufacturer Search Intent
  • 13. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IF YOU ARE AFTER THE B2B NICHE? Electric Car Battery Manufacturers
  • 14. @marketingmojo | #mojowebinar | marketing-mojo.com CAN YOU “PRE-QUALIFY” WITH KEYWORDS? • Our client sells “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • These 2 people both search for “Social Media Management Software” Lives in parent’s basement. Has a band with a Facebook Page and Twitter Account. Chief Marketing Officer of Xerox
  • 15. @marketingmojo | #mojowebinar | marketing-mojo.com APPENDING “ENTERPRISE” • You can append the word “enterprise” onto your keywords • Just shrinks the audience size and likely eliminates qualified searchers
  • 16. @marketingmojo | #mojowebinar | marketing-mojo.com SOMETIMES PPC IS JUST STUPID EXPENSIVE You need to pay $50 a click like you need a solid gold toilet
  • 17. @marketingmojo | #mojowebinar | marketing-mojo.com DATA RECOVERY CPC IS CRAZY Emergency Data Recovery $117 CPC Linux RAID Recovery $109 CPC RAID Recovery $96 CPC SQL Data Recovery $60 CPC
  • 18. @marketingmojo | #mojowebinar | marketing-mojo.com GET A LOAN FOR BUSINESS PHONE CPC Business Telephone Service Providers $203 CPC VOIP Phone Solutions $175 CPC Business Phone Service $102 CPC VOIP Business Phone $89 CPC
  • 19. @marketingmojo | #mojowebinar | marketing-mojo.com WEB HOSTING CPC Dedicated Hosting $73 CPC Hosting $27 CPC HIPPA Compliant Hosting $114 CPC Managed Cloud Hosting $87 CPC Managed Hosting $75 CPC Virtual Servers Hosting $63 CPC Secure Hosting $59 CPC
  • 20. @marketingmojo | #mojowebinar | marketing-mojo.com INSURANCE CLICKS = HIGH CPC Auto Insurance Quotes $68 CPC Life insurance $45 CPC Home Owners Insurance $27 CPC Motorcycle Insurance $20 CPC Insurance $20 CPC Renters Insurance $18 CPC
  • 21. @marketingmojo | #mojowebinar | marketing-mojo.com STOP THE BIDDING MADNESS!
  • 22. @marketingmojo | #mojowebinar | marketing-mojo.com THE PAID SEARCH PROBLEM IN B2B • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the offering the higher the bid • Competition is high for a limited audiences
  • 23. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT HAPPENED TO THE KEYWORD LONG TAIL ?
  • 24. @marketingmojo | #mojowebinar | marketing-mojo.com ADWORDS LONG TAIL ? Low Low Search Volume Status Blows the Keyword Long Tail Up and forces advertisers to use Broad Match at high bids to get Long Tail Keyword Matches
  • 25. @marketingmojo | #mojowebinar | marketing-mojo.com THE MISSING PPC LONG TAIL • The growth of “low search volume” keywords in AdWords is exponential • The keyword “Long Tail” only exists when Google lets it • They are happy to “broad match” overly broad keywords at high CPCs
  • 26. @marketingmojo | #mojowebinar | marketing-mojo.com THERE ARE SOLUTIONS
  • 27. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN ADVERTISING
  • 28. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN TO THE RESCUE FOR B2B
  • 29. @marketingmojo | #mojowebinar | marketing-mojo.com WHY LINKEDIN ?
  • 30. @marketingmojo | #mojowebinar | marketing-mojo.com WHY LINKEDIN ? LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn Groups.
  • 31. @marketingmojo | #mojowebinar | marketing-mojo.com HERE’S THE KEY
  • 32. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN CASE STUDY Our B2B Client had only utilized traditional search PPC advertising on Google AdWords for about 13 months › Mostly going for “Contact Us” conversions › Only delivered 145 Form Completions › Over $13 CPC › Over $600 Cost Per Lead
  • 33. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN CASE STUDY • Focus on White Paper & Webinar Sign ups with custom landing pages • In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC for our client • In 4 months, Linkedin Ads delivered 217% more leads than what the previous 13 months of PPC produced - for 82% less budget • The cost per lead during the 4 months of LinkedIn Ads was 94% lower than PPC • Cost Per Lead was $35 overall with some campaigns under $20 per lead • Conversion rate was over 1,500%better than PPC
  • 34. @marketingmojo | #mojowebinar | marketing-mojo.com FACEBOOK ADVERTISING
  • 35. @marketingmojo | #mojowebinar | marketing-mojo.com FACEBOOK ADS
  • 36. @marketingmojo | #mojowebinar | marketing-mojo.com WHY FACEBOOK? • Largest Social Network • Active Users • Targeting Options • Low Cost • Measurement blog.kissmetrics.com/facebook-statistics/
  • 37. @marketingmojo | #mojowebinar | marketing-mojo.com TARGETING OPTIONS › Age › Gender › Location › Education › Relationship Status › Career › Interests/Likes › Hashtags › Behavior › Connected to you › Custom Audiences › Retargeting • Nail Down Target Audience
  • 38. @marketingmojo | #mojowebinar | marketing-mojo.com Right-Side Ads News Feed Ads AVAILABLE AD LOCATIONS
  • 39. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: COST-PER-LEAD Facebook AdWords LinkedIn Cost-Per-Lead +71% +78%
  • 40. @marketingmojo | #mojowebinar | marketing-mojo.com WHY?
  • 41. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: CONVERSION METRICS AdWords Facebook Conversion Rate AdWords Facebook Cost-Per-Conversion +99% -82%
  • 42. @marketingmojo | #mojowebinar | marketing-mojo.com WHY?
  • 43. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING
  • 44. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING ADS
  • 45. @marketingmojo | #mojowebinar | marketing-mojo.com
  • 46. @marketingmojo | #mojowebinar | marketing-mojo.com WHY REMARKETING? • Target People Already Interested in Your Business • Utilize Social Ad Initiatives • Customized Messaging • Efficient Use of Ad Budget
  • 47. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING & LINKEDIN • Identify your Specific LinkedIn Audiences by Tagging your URLs • http://bit.ly/URLBldr
  • 48. @marketingmojo | #mojowebinar | marketing-mojo.com THINGS TO CONSIDER • Utilize Longest Member Duration • Frequency Capping • Potentially Exclude Past Converters • Separate Lists for Cart Abandonment
  • 49. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: REMARKETING VS. SEARCH • We built long term remarketing lists for a farm store retailer to use when specific products went on sale • Used product specific Display Ads for 5 to 21 day sales periods
  • 50. @marketingmojo | #mojowebinar | marketing-mojo.com REMARKETING COMPARISON Results: +238% Remarketing Ads were 238% More Likely to Covert than non- branded search keywords - 45% Remarketing had a cost per conversion 45% lower than non-branded keyword search
  • 51. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE DISPLAY NETWORK
  • 52. @marketingmojo | #mojowebinar | marketing-mojo.com DISPLAY ADS ACTUALLY WORK…YES, REALLY!
  • 53. @marketingmojo | #mojowebinar | marketing-mojo.com THE CAVEAT • Don’t just buy impressions • Use the Google Display Network and pay by the click CPC > CPM • Manage based on the results on your site, not on how many people might have seen the ad
  • 54. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE DISPLAY VS. GOOGLE SEARCH • If Search Keyword CPCs are high, then Display Ads for the same advertiser are almost always lower KEYWORDS CPC
  • 55. @marketingmojo | #mojowebinar | marketing-mojo.com MATH YOU NEED TO DO • Example: Cloud Storage Provider pays almost $10 per click for Non-Brand Keywords on Search Network • Same Advertiser’s Display CPC only $1.82 • Display Cost Per Conversion is 69% lower than Search • $10 - $1.82 = A HECK OF A LOT OF $
  • 56. @marketingmojo | #mojowebinar | marketing-mojo.com SLASH CONVERSION RATE AND WIN ? • If Display CPC is 80% cheaper than Search you get significantly more clicks than Search campaigns • We have situations where clicks increase 400% and conversion rate gets cut in half • Result: Incremental conversion growth, Costs per conversion cut in half…but conversion rate looks bad *
  • 57. @marketingmojo | #mojowebinar | marketing-mojo.com IT’S NOT JUST THAT IT’S CHEAPER. IT WORKS TOO.
  • 58. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE DISPLAY TARGETING FEATURES • Google Display Network is Different than it was 2 years ago • Much more customer focused now
  • 59. @marketingmojo | #mojowebinar | marketing-mojo.com DISPLAY ADS BY GENDER Or Exclude Up 25%
  • 60. @marketingmojo | #mojowebinar | marketing-mojo.com BID & TARGET BY AGE
  • 61. @marketingmojo | #mojowebinar | marketing-mojo.com TARGET BY SEARCHERS INTERESTS
  • 62. @marketingmojo | #mojowebinar | marketing-mojo.com TOPIC TARGETING • You can also target Google Display Ads to sites that match a certain topic
  • 63. @marketingmojo | #mojowebinar | marketing-mojo.com CONTEXTUAL ADS • You can still put your search keyword lists into Display Campaigns and contextually trigger them Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam et massa malesuada, dapibus massa vitae, facilisis magna. Sed non neque et magna bibendum porttitor. Marketing MojoDonec malesuada id est at convallis. Suspendisse potenti. Phasellus iaculis commodo lacus egestas laoreet. Quisque aliquet enim sit amet nisl lacinia fringilla. Duis luctus vehicula nunc id imperdiet. Aenean dignissim eros eget erat sodales, in hendrerit dolor posuere. Sed porta blandit libero, in aliquam lacus dictum sit amet. Cras at leo elit. Curabitur a vehicula nisi. Ut laoreet ante eu porttitor viverra. Cras bibendum purus eu quam ultricies, non auctor urna porttitor. Donec eget semper enim. In suscipit hendrerit ipsum, a tempus arcu posuere in. Maecenas elementum molestie augue at molestie. Suspendisse potenti. Phasellus consectetur magna vitae porttitor aliquam.
  • 64. @marketingmojo | #mojowebinar | marketing-mojo.com FILTER YOUR AUDIENCES • Layer your targeting methods to make a small but super audience • Bid big! It’s worth it.
  • 65. @marketingmojo | #mojowebinar | marketing-mojo.com FIND THE RIGHT ONLINE MARKETING MIX
  • 66. @marketingmojo | #mojowebinar | marketing-mojo.com THE TACTIC FUNNEL • We find the mix of tactics that produces the most conversion value for the lowest conversion cost as we progress and get data • What works for one client, doesn’t always work for the other. • We strive for maximum impression share in the tactics that produce best results and less so on tactics that aren’t as effective Best Converters Worst Converters Brand Names Remarketing Demographically Targeted Display Ads LinkedIn Ads Demographically Targeted Facebook Ads Non-Brand KW Search Ads Contextually Targeted Display Ads Twitter Ads KW Ads on Competitor Names & TMs Highest Bid & Budget Priority Lowest Bid & Budget Priority
  • 67. @marketingmojo | #mojowebinar | marketing-mojo.com IT’S WORK. BUT TRY, TEST & SUCCEED • Set up and testing on a mix of channels takes time…but it’s worth it. • Don’t be a “One Trick Pony” with just Search Ads • Branch out and diversify your online tactics to find the right mix with the best results
  • 68. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT AMANDA SIDES Accounts Director Marketing Mojo @amanda_sides +Amanda Sides TAD MILLER Vice President of Accounts Marketing Mojo @jstatad +Tad Miller
  • 69. @marketingmojo | #mojowebinar | marketing-mojo.com LOOKING FOR HELP? Contact Marketing Mojo 800-939-5938 ext. 101 jmiller@marketing-mojo.com MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo