7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114
 

7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114

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7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114 7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114 Presentation Transcript

  • 7 Brilliant Paid Search Ideas That Drive Revenue Kyle Gaudreau Webmarketing123 Dana Rouleau Google, Inc. February 11, 2014 #123webinar | @webmarketing123
  • Frequently Asked Questions (FAQs) Are the slides available? Yes! Just email results@webmarketing123.com @webmarketing123 Engage with us on Social: facebook.com/webmarketing123 webmarketing123 Get a consultation: Email us at “results@webmarketing123.com” #123webinar | @webmarketing123
  • About Us #123webinar | @webmarketing123
  • We are a digital marketing agency focusing on lead gen & revenue. Search Engine Optimization Paid Search & Display Social Media Marketing Content Development #123webinar | @webmarketing123 Top 500 Fastest Growing Private US Companies.
  • What sets us apart? #123webinar | @webmarketing123
  • We deliver on revenue. Not just leads & traffic. Each campaign includes: Business Research + Strategy Custom Scorecard Tracking Attribution + Data-driven Optimizations #123webinar | @webmarketing123
  • Google products & ads. We make the web work for you. Search Mobile YouTube Display Google+ DoubleClick #123webinar | @webmarketing123
  • On the Agenda 1 2 3 Steps to Stellar SEM Management How to Maximize Digital Advertising ROI 4 Steps to Advertising That Sells How to Capture the “Always-On” Customer #123webinar | @webmarketing123
  • Why Now? 2013 Changed the Playing Field November Ad Rank Update July Enhanced Campaigns February Sponsored Updates May Penguin 2.0 September Promoted Pins Secure Search 2013 March January Graph Search August Panda 24 & 25 Hummingbird June RLSA October Estimated Total Conversions Instagram Ads December +Post Ads Twitter Conversion Tag #123webinar | @webmarketing123
  • Why Now? Online Opportunity is Growing The impact of the “always-on” mobile consumer “has only begun to be reflected in commerce sales forecasts.” #123webinar | @webmarketing123
  • On the Agenda 1 2 3 Steps to Stellar SEM Management How to Maximize Digital Advertising ROI 4 Steps to Advertising That Sells How to Capture the “Always-On” Customer #123webinar | @webmarketing123
  • / Maximize SEM ROI How do you measure SEM success? #123webinar | @webmarketing123
  • / Maximize SEM ROI Step #1 Measure the Money Metrics B2B Brands: Determine lead gen KPIs. Cost Per Click (CPC) $ Lead volume $ Sales Pipeline Opportunity $ Closed Won Revenue Cost Per Lead (CPL) or Cost Per Action (CPA) Qualified Leads (SQL/MQL) To measure which campaigns generate revenue, set up your CRM to track closed deals back to influencing campaigns. #123webinar | @webmarketing123
  • / Maximize SEM ROI Step #1 Visitor searches for “medical devices”. Measure the Money Metrics Clicks on paid search ad. Leaves website without converting, but comes back on direct visit one week later and fills out a form. Lead is qualified, converted into an opportunity, and enters nurture program. Deal eventually closes for $50K. #123webinar | @webmarketing123 Closed deal is attributed to paid search campaign. First touch, last touch, and influencing touches are viewable as custom fields in your CRM.
  • / Maximize SEM ROI Step #1 Measure the Money Metrics B2C Brands: Determine profit KPIs. Cost Per Click (CPC) $ Cost Per Value (CPV) Conversion volume $ Cost Per Profit (CPP) Cost Per Action (CPA) $ Closed Won Revenue B2Cs need to take a step past CPA to measure SEM revenue performance. #123webinar | @webmarketing123
  • / Maximize SEM ROI Step #1 Measure the Money Metrics The B2C KPI Faceoff: CPA Cost Per Action Measures a static conversion value. CPV Cost Per Value Tracks the actual value returned with each transaction. Available in AdWords. #123webinar | @webmarketing123 CPP Cost Per Profit Accounts for profit margin on each product. Requires 3rd party software.
  • / Maximize SEM ROI Step #1 Measure the Money Metrics Reinvest budget into top performing campaigns. Evaluate SEM campaigns based on revenue rather than lead volume or number of conversions. First three pieces of content we recommend: Campaign Revenue Opportunity eBook Offer $85,000 $ Remarketing $60,000 $ Refer a Friend $275,000 $ Allocation $ $ $ #123webinar | @webmarketing123
  • / Maximize SEM ROI Step #2 Evaluate Your Bidding Options Choose the right bidding strategy to support KPIs.  B2Bs: Target CPA holds up for lead generation.  B2Cs: Maximize profit with Return on Ad Spend bidding. Source: Webmarketing123; 2014 State of Digital Marketing Report #123webinar | @webmarketing123
  • / Maximize SEM ROI Step #3 Audit Your SEM Campaign 4 ways to ensure spend efficiency: 1 Consistently manage your queries. 2 Use impression share to maximize budget opportunity. 3 Check for proper bid optimization. 4 A/B test landing page & ad copy. #123webinar | @webmarketing123
  • On the Agenda 1 2 3 Steps to Stellar SEM Management How to Maximize Digital Advertising ROI 4 Steps to Advertising That Sells How to Capture the “Always-On” Customer #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Step #1 Rethink Your Targeting Plan Q1 is a good time to ask your team: 1 Who are we targeting and why? 2 How do we reach them when and where it matters most? Source: Google New Opportunities for Remarketing Deck #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Step #1 Rethink Your Targeting Plan Multi-device landscape Constant consideration phase Purchase immediacy The “always-on” consumer shops across devices anytime, anywhere. Source: eMarketer; Key Digital Trends for 2014 #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Step #2 Test Mobile Ad Performance 1 Expected Cross-Device Fluency Responsive web design is now the expectation rather than the exception. 65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy. Source: Search Engine Watch; HubSpot #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Step #2 Test Mobile Ad Performance 2 Enhanced Mobile Bidding Optimize for consumer behavior across devices, location, & time. Enhanced campaigns capture the “always-on” customer across: • Device • Location • Time Source: Google; Mobile Path to Purchase #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Step #2 Test Mobile Ad Performance Mobile is a crucial purchase influencer, yet consumers primarily convert in-store and across devices. #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Step #2 Test Mobile Ad Performance 3 Improved Cross-Device Tracking Estimated Total Conversions will give invaluable cross-device conversion insights & increase ROI on mobile ad spend. 75% of marketers plan to spend more on mobile this year. Source: Webmarketing123 2014 State of Digital Marketing Report #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Step #3 Ace PLA Optimization Why PLAs? (Google Product Listing Ads) #123webinar | @webmarketing123
  • Client Case Study Challenge Deliver increased visibility and revenue for Dr. Brandt Skincare, a luxury skin care company, while improving paid search ROI. Solution Integrate Google PLAs with Dr. Brandt Skincare’s text ad campaigns to increase sales from new and returning customers. Results 35% YoY sales conversion rate #123webinar | @webmarketing123 12% YoY revenue
  • / Capture the “Always-On” Customer Step #4 Launch a Remarketing Plan tt one visit is typically not enough one visit is typically not enough oneOne visit typically not enough convert. visit is is typically not enough to 96% 96% 96% Leave a website without Leave a website without Leave a 1 converting converting1website without converting1 70% 70% 70% Abandon shopping carts Abandon shopping carts carts Abandon shopping 1 without purchasing1 without purchasing without purchasing1 Remarketing gives you a second chance to bring past visitors back to your site to convert. Typically visit 2-4 sites before Typically purchasing2 visit 2-4 sites before purchasing2 49% 49% Source: Google New Opportunities for Remarketing Deck derstanding Shopping Cart Abandonment, Forrester Research, May 2010 rstanding Shopping Cart Abandonm ent, Forrester Research, May 2010 ogle/Compete SportingCart Abandonment, Forrester Research, May BF02 (number of different brands visited) rstanding Shopping Goods Study: (Sept 2011-Sept 2012) Clickstream 2010 e/ Com pete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (num ber of different brands visited) 4 Google Confidential and #123webinar | @webmarketing123 Proprietary Proprietary Google Confidential and e/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confidential and Proprietary 4 4
  • / Capture the “Always-On” Customer Step #4 Launch a Remarketing Plan e advantages of Remarketing with Google e advantages of Remarketing with Google ee advantages of Remarketing with Google Google Remarketing provides 3 big advantages: Cross Search & Display Cross Search Display Cross Search & & Display Convert site visitors with one site-wide tag Convert site visitors with one site-wide Convert site visitors with one site-wide tag tag Tailored Creative Tailored Creative Tailored Creative Customize text and display Customize text and display adsads Customize text and display ads Transparent & Accountable Transparent & Accountable Transparent & Accountable Get full visibility into placement and price Get full visibility into placement and price Get full visibility into placement and price Source: Google New Opportunities for Remarketing Deck Google Confidential #123webinar | @webmarketing123 and Proprietary 6 Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
  • / Capture the “Always-On” Customer Step #4 Launch a Remarketing Plan Past site visitors are more likely to convert. Remarketing produces results on search & display. Google Ad words (RLSA) 3x Previous site visitors convert at a 3x higher rate. GDN (Display Remarketing) 450% Advertisers see a 450% increase in CTR. Source: Google New Opportunities for Remarketing Deck #123webinar | @webmarketing123
  • Client Case Study Challenge Drive net new registrants for Driscoll’s Rewards Club loyalty program. Solution Use remarketing on the GDN to target those who have visited Driscoll’s site and left without converting. Results 30% Boost in registrants 4x CVR of standard display 75% Cost per registrant 2x CTR of standard display #123webinar | @webmarketing123
  • / Capture the “Always-On” Customer Next Steps Next Steps Jumpstart Sales with 3 Key Takeaways: 1 Gain internal consensus to measure the SEM money metrics. 2 Conduct an SEM targeting and management audit. 3 Test new mobile, remarketing, & PLA opportunities. #123webinar | @webmarketing123
  • Thank you! Get a 2nd opinion on your SEM performance. Kyle Gaudreau Webmarketing123 Dana Rouleau Google, Inc. Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123