Slides from Carie Otto's paid media webinar covering lead generation in the digital age... Also known as pay-per-click marketing strategies. Learn the basics to get started with paid media with this slide deck - or view the complete presentation at: http://www.threedeepmarketing.com/blog/pay-per-click-its-lead-generation-in-the-digital-age/

1. | PPC 101 Webinar 1
Three Deep Marketing
PPC 101

2. | PPC 101 Webinar 2
Who am I and why are we here?
Carie Otto
Paid Media & Optimization
Strategist
Three Deep Marketing
Why are we here?
To see if and how pay-per-click marketing may be
effective for your business.

3. | PPC 101 Webinar 3
Digital Marketing Objectives
For B2B Companies

4. | PPC 101 Webinar 4
Digital Marketing Objectives
For B2C Companies

5. | PPC 101 Webinar 5
- Every Marketer, Everywhere
“Nobody clicks on
ads anymore”

6. | PPC 101 Webinar 6
…and I’m like:
a) Oh my God, that means I’m going to lose my job!
b) Sorry internet – the end is near…
c) That’s just WRONG.
http://delucainsight.com/wp-content/uploads/2014/09/woman-screaming.jpg

7. | PPC 101 Webinar 7
According to Wordstream, for keyword searches with high purchase
intent (buy, purchase), nearly 2/3 clicks go to paid ads. Paid ads
dominate up to 85% of above-the-fold SERP real estate.
High Purchase Intent Keywords: Paid Dominates

8. | PPC 101 Webinar 8
The top organic listing(s) gets the lion’s share of clicks on the search
engine results page. TRUE. But, when paid ads are present they steal
clicks from top organic rankings.
Even with High Organic Rankings, Paid Ads
are Essential
Who wins
this lost
traffic?

9. | PPC 101 Webinar 9
What is PPC?

10. | PPC 101 Webinar 10
econsultancy.com
“Paid search marketing means
you advertise within the
sponsored listings of a search
engine or a partner site by paying
each time your ad is clicked.”

11. | PPC 101 Webinar 11
Paid Search Ads
Display/Banner Ads
Remarketing Ads
Video Ads
Social Ads
Ads you can buy on pay-per-click terms

12. | PPC 101 Webinar 12
The Search Engine Results Page

13. | PPC 101 Webinar 13
[Meanwhile, behind the scenes]
A real-time ad auction takes place.
Your bid and quality score are taken into
account to determine if/where your ad
http://hanscs.com/wp/wp-content/uploads/google_adwords_auction2.jpg

14. | PPC 101 Webinar 14
Where Does Paid Search Fit?

15. | PPC 101 Webinar 15
The Path to Purchase
It’s non-linear. It’s messy. It’s different for
everyone—everytime.

16. | PPC 101 Webinar 16
When users are looking for Products,
Services, Solutions, they SEARCH
Customer Path to Purchase: Education
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase

17. | PPC 101 Webinar 17
Customer Path to Purchase: Small Businesses
Home & Garden Industry
People search many times before making a
decision. Be found when someone looks for you.

18. | PPC 101 Webinar 18
I Like Leads & Revenue.
Now What?

19. | PPC 101 Webinar 19
PPC Process
Discover Build Implement Optimize
Develop metrics of success, baseline
those metrics, and kick off the project.
Activities
• Workshop
• Measurement model setup
• Audit existing or past campaigns
• Tracking systems audit/implementation

20. | PPC 101 Webinar 20
Analyze if Paid Search Will Pay Off Before
Investing
Look at:
1) Your Goals & Success Metrics
KPIs to measure those
2) Search marketplace trends
Google Keyword Planner
3) Historic conversion rates of landing pages
Google Analytics

21. | PPC 101 Webinar 21
Goals Example

22. | PPC 101 Webinar 22
Keyword Research Example
Use Google Keyword Planner + Business
Knowledge to Generate a Search Estimate.
AdGroup Type Market Imp Share Your Imp CTR Clicks CPC Cost
Brand 30,000 95% 28,500 15% 4,275 $ 0.35 $ 1,496.25
Competitors 1,500,000 70% 1,050,000 2% 21,000 $ 0.75 $ 15,750.00
Category 1 2,700,000 70% 1,890,000 1.5% 28,350 $ 0.75 $ 21,262.50
Category 2 4,500,000 50% 2,250,000 1% 22,500 $ 1.00 $ 22,500.00
Category 3 2,700,000 20% 540,000 0.5% 2,700 $ 1.00 $ 2,700.00
Total 11,430,000 5,758,500 78,825 $ 63,708.75

23. | PPC 101 Webinar 23
ROI Analysis Example
Google & Search Partners
Data
SHARE OF AD IMPRESSIONS
50%
CLICK-THROUGH
2%
CONVERSION
4%
AD SPEND BUDGET FILTER
#
AD IMPRESSIONS
(Our Share)
#
CLICKS or VISITS
Cost Overview:
x $X.00 Average CPC
= $X,000 Ad Cost
@ X% Total Conversion Rate
= $X.00 Cost per Inquiry
#
SEARCHES
(Market)
#
CONTACTS
Set & Close
AD SPEND BUDGET & QUALITY SCORE FILTER

24. | PPC 101 Webinar 24
PPC Process
Discover Build Implement Optimize
Build/Re-build PPC campaigns across
selected media that aim to meet established
goals.
Activities
• Keyword research
• Account structure/planning
• Ad Writing
• Landing pages

25. | PPC 101 Webinar 25
Relevancy is KEY
Keywords, Ads, and Landing Pages

26. | PPC 101 Webinar 26
PPC Process
Discover Build Implement Optimize
Launch campaigns on search, social or other media
types. Begin to see success and gather data.
Activities
• Start with Google Adwords campaigns
• Expand to Bing, display, remarketing, facebook, twitter if
appropriate
• Frequently monitor campaigns
• Automated bid rules launched, human-led optimization approach
• Compare results to plan and report

27. | PPC 101 Webinar 27
PPC Process
Discover Build Implement Optimize
Make changes to campaigns that will drive
better results.
Activities
• Search query reports and keyword changes
• Keyword bid adjustments
• Ad testing and re-writing
• Advanced metric evaluation and analysis
• Landing page optimizations
• Plan for next steps

28. | PPC 101 Webinar 28
30-60-90-120 Day Strategic Plan (example)
September October November December
Goals/Targets Conversions: 300, +20%
CPA: $90, -30%
Conversions: 330, +10%
CPA: $85, -6%
Conversions: 375, +14%
CPA: $80, -6%
Conversions: 400, +7%
CPA: $75, -5%
Paid Search Reduced set of keywords
running – strategy more
similar to 2014
Impact: Less reach of
new customers, lower
CPCs, higher conversion
rates
Layer back in A category
keywords that drive to
new landing pages.
Impact: Reach new
audience – additional
revenue possibilities
Re-launch B & C
category keywords that
drive to new landing
pages.
Impact: New revenue
possibilities
Test shopping campaigns
if client can offer better
price, provide daily data
feed
Impact: Additional ad
visibility, more clicks,
more sales
Keyword & bid
optimizations specifically
on Bing Ads. Audience
match with Bing user
base  focused attention
Impact: Lower CPC and
increase conversion rate
Launch A/B ad test with
ads that were routed to
legal
Impact: Increase number
of site visits
Launch previously
disapproved ads –
sending directly to
product pages
Impact: Higher
conversion rates
Increase bids on mobile
devices post- mobile CRO
Impact: Increased site
visits, increased
conversions
Landing Pages Launch landing page A
Impact: Higher
conversion rate on
category A keywords
Launch B & C landing
pages
Impact: Higher
conversion rate on B & C
category keywords
Site Changes
(Impact PPC
significantly)
Fix Issue: product URLs
going to search results
pages
Change language to
comply with advertising
rules
*Implement CRO
recommendations:
desktop & mobile
Implement phone call
tracking numbers to better
measure results by source

29. | PPC 101 Webinar 29
Success With PPC
Do you like leads?
Do you like revenue?

30. | PPC 101 Webinar 30
-econsultancy
“More than 50% of marketers say
paid search delivers a better than
average ROI and 87% say that
PPC is their most measurable
digital marketing channel.”

31. | PPC 101 Webinar 31
Paid Search Case Study: Fitness Company
CHALLENGE
Initial state:
Keywords focused
on club
membership &
franchise
acquisition mangled
in one messy
campaign.
Web visitors were
often brought to
inappropriate
landing experience
upon clicking an ad.
Lack of relevance.
SOLUTION
Restructured paid
search campaigns
into two campaigns:
1) Franchise
2) Membership
Create standalone
landing page for
franchise searches
to create a more
relevant landing
experience and
increase lead flow.
GOAL
Attract new
franchisees to open
fitness clubs.
Make better use of
advertising budget,
driving more of the
right kind of leads.

32. | PPC 101 Webinar 32
Paid Search Case Study: Fitness Company
RESULTS
• Ability to distribute budget appropriately between franchise
acquisition and membership support
• Track goals and KPIs by business objective
Account takeover,
rebuild &
optimization
begins
New Landing
Pages
Implemented
Lead Flow
• Overall increase in leads
• 10% reduction in cost per lead
• 55% lift in leads for franchise acquisition
• 62% increase in conversion rate
• 39% decrease in cost per lead due to landing page implementation

33. | PPC 101 Webinar 33
Paid Search Case Study: Health Care Company
CHALLENGE
Spending a lot of
money on irrelevant
keyword searches.
Missing out on new
customers because
of poor ad reach
and relevancy.
Landing page had
many distractions
and black holes.
SOLUTION
Trim wasted ad
spend.
Add keywords and
re-write ads for
better coverage and
more site visits.
Scale to BingAds to
reach additional
30%
Launch targeted,
one-purpose
landing page for
Healthcare provider.
GOAL
Attract more new
patients with the
same investment in
paid search.

34. | PPC 101 Webinar 34
Paid Search Case Study: Health Care Company
RESULTS
161 155 150
186
163
173
234 236
299
282
241
268 271
284
339
$220
$181
$175
$140 $142
$160
$137
$128
$116
$131
$139
$132 $135
$132
$108
$0
$50
$100
$150
$200
$250
0
50
100
150
200
250
300
350
400
Total New Patients & Cost Per New Patient
Total New Patients Cost/New Patient
Previou
s
agency
Thee
Deep
Takeover New Landing
Pages
Implemented

35. | PPC 101 Webinar 35
How do I get started?

36. | PPC 101 Webinar 36
Free Tools
Keyword Research
• Google Keyword Planner: adwords.google.com/KeywordPlanner
• Bing Keyword Planner: bing.com/toolbox/keywords
Competitive Research
• SpyFu: spyfu.com
• Google Analytics: google.com/analytics
• Adwords Competitive Intelligence: adwords.google.com
Campaign Management
• AdWords Editor: google.com/intl/en/adwordseditor
• BingAds Editor: advertise.bingads.microsoft.com/en-us/bingads-editor

37. | PPC 101 Webinar 37
Three Deep Marketing manages $7+
million in paid search spending annually
All campaigns are managed by certified
paid media strategists with proven
success

38. | PPC 101 Webinar 38
QUESTIONS?