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HOW TO ACQUIRE CUSTOMERS VIA
GOOGLE ADWORDS (PAY-PER-CLICK)
PREVENT COMMON MISTAKES & IMPROVE KPIS
1@BizwatchSearch #OGS20...
Today’s Topics
• Do You Know the Cost of Acquiring a New
Customer?
• Keyword Discovery
• Leverage Digital Real Estate in G...
DO YOU KNOW THE COST OF
ACQUIRING A NEW CUSTOMER?
With Pay-Per-Click (PPC), It’s Easy
3@BizwatchSearch #OGS2014
Two Weeks Ago, Manufacturer Called
4@BizwatchSearch #OGS2014
Manufacturer Completed Online Audit
@BizwatchSearch #OGS2014 5
Google Adwords Campaign Launched
• 3 PPC campaigns went
live next morning
@BizwatchSearch #OGS2014 6
Campaign #1 3 phone
c...
Fastest Way to Acquire New Customers
• Google Adwords (Pay-
Per-Click)
• In Just Eight Minutes …
your ads can show up
7
CA...
Collin Street Bakery
8
Start with
9
Keyword Discovery 101
• Learn most popular
keywords
– Free vs paid keyword
suggestion tools
10
Keyword Searches
Cheesecake...
Keyword Discovery 201
• Predictive vs
Actual
• Compare
Wordtracker
(predictive) vs
Google
Analytics (last
month’s data)
11...
Finalize Keyword List
12@BizwatchSearch #OGS2014
Leverage Digital Real Estate On Google
13
Paid Ads
Vs
Organic Listings
Paid Listings
14
Set Up Adwords Campaign
8
Minutes
15@BizwatchSearch #OGS2014
YouTube: How to Set Up Google Adwords
16@BizwatchSearch #OGS2014
FOUR KPIS YOU OUGHT TO KNOW
KPI = key performance indicator (metrics)
@BizwatchSearch #OGS2014 17
#1 – Click Thru Rate (CTR)
@BizwatchSearch #OGS2014 18
#2 Average Position
@BizwatchSearch #OGS2014 19
#3 = Conversion Rate (CVR)
@BizwatchSearch #OGS2014 20
#4 = Cost Per Conversion or Acquisition
@BizwatchSearch #OGS2014 21
What’s Your
Cost of
Customer
Acquisition?
Let’s Back Up … What is a Conversion?
22@BizwatchSearch #OGS2014
It’s the Confirmation /
Thank you,
Not the contact us page
THREE REASONS CAMPAIGNS FAIL
Applies to all things digital
@BizwatchSearch #OGS2014 23
Three Reasons Campaigns Fail
24@BizwatchSearch #OGS2014
Other Reasons Campaigns Fail
• Targeting the wrong keywords
• Not analyzing 13-month trends
• Data noise – looking at the ...
3 Ways to Improve PPC KPIs
26@BizwatchSearch #OGS2014
#2 Stay Out of the Red
@BizwatchSearch #OGS2014 27
#3 Keyword Match Types
1. Leather boots
2. “leather boots”
3. [leather boots]
4. +leather +boots
5. -ankle
@BizwatchSearch...
PPC CAMPAIGN BUDGETS
Considerations
@BizwatchSearch #OGS2014 29
How Much Does PPC Cost?
• What’s Your Average Order or Average Sale
Worth?
• What Are You Willing to Pay to Acquire New
Cu...
Can Small Companies
Compete with Big Budgets?
30 Seconds for
TV Ad
1 Month of Pay Per
Click (PPC)
SEO Social
Sunday Night
...
PPC Budget
• Set daily budgets
• Limit Hours Per Day
• Automation Tools in Adwords
• Manage budget closely
• Monitor perfo...
Three Ways to Save on PPC
1. Learn what actual “search queries” or
“search terms” are
– HIDDEN
2. Negative Keywords
– Acco...
Conclusions
• Budgets Are Shifting to Digital
• Google Adwords is fastest digital marketing
medium to acquire new customer...
APPENDIX
COMMON PPC CAMPAIGN MISTAKES
35@BizwatchSearch #OGS2014
Lesson One
Incorrect Campaign Settings
Incorrect Campaign Settings
Target Market Default Setting is typically U.S. &
Canada
Start first with U.S. or better, loca...
Incorrect Campaign Settings
Ad Scheduling Enabled 7 Days; 24 Hours of week
(Under Campaign Settings/Ad Scheduling)
Enable ...
Incorrect Campaign Settings
Bid Type (Under Campaign Settings) Set to
Enhanced Bids or CPA (cost per acquisition)
Suggest ...
Lesson 2:
Know Your Keyword Match Types in Paid Search
Keyword Match Types
Broad Match
Leather boots
Phrase Match
“leather boots”
Exact Match
[leather boots]
Broad Match Modifie...
Lesson 3
Knowing How to Track Conversions
Conversion Analytics
Set up Google Adwords & Analytics to track
key performance indicators (KPIs), leads,
conversions, or ...
Adwords Conversion Analytics
in Adwords, you have separate code for tracking
conversions
an Adwords conversion is only a r...
Lesson 4
Google Analytics Engagement Metrics Inside Google
Adwords
Additional Data in Adwords
• Typical KPIs
• Engagement Metrics Added (Bounce Rate,
Pages/Visit, Visit Duration, % New Visi...
Why Engagement Metrics Matter
• You Want Your Phone to
Ring … Online Orders …
Form Submissions
• It’s less likely to happe...
Do it
48@BizwatchSearch #OGS2014
BizwatchSearchAnalytics.com/signup
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How to acquire new customers via adwords bizwatch laura thieme ogs 2014

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Want to know how to acquire new customers and grow your business? Out of the three digital marketing mediums, Google Adwords is the fastest way to acquire new customers. Learn why in this presentation delivered to Ohio Growth Summit on June 4th at the Columbus State Community College's Center for Workforce Development

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How to acquire new customers via adwords bizwatch laura thieme ogs 2014

  1. 1. HOW TO ACQUIRE CUSTOMERS VIA GOOGLE ADWORDS (PAY-PER-CLICK) PREVENT COMMON MISTAKES & IMPROVE KPIS 1@BizwatchSearch #OGS2014
  2. 2. Today’s Topics • Do You Know the Cost of Acquiring a New Customer? • Keyword Discovery • Leverage Digital Real Estate in Google • How to Set Up Google Adwords Campaign • Learn About KPIs • 3 Reasons Campaigns Fail • 3 Ways to Improve PPC KPIs • 3 Rules for Managing Your PPC Budgets 2@BizwatchSearch #OGS2014
  3. 3. DO YOU KNOW THE COST OF ACQUIRING A NEW CUSTOMER? With Pay-Per-Click (PPC), It’s Easy 3@BizwatchSearch #OGS2014
  4. 4. Two Weeks Ago, Manufacturer Called 4@BizwatchSearch #OGS2014
  5. 5. Manufacturer Completed Online Audit @BizwatchSearch #OGS2014 5
  6. 6. Google Adwords Campaign Launched • 3 PPC campaigns went live next morning @BizwatchSearch #OGS2014 6 Campaign #1 3 phone calls/leads Campaign #2 1 phone call/lead Campaign #3 1 form submission
  7. 7. Fastest Way to Acquire New Customers • Google Adwords (Pay- Per-Click) • In Just Eight Minutes … your ads can show up 7 CALL ME @BizwatchSearch #OGS2014
  8. 8. Collin Street Bakery 8
  9. 9. Start with 9
  10. 10. Keyword Discovery 101 • Learn most popular keywords – Free vs paid keyword suggestion tools 10 Keyword Searches Cheesecake 9,322 Cheesecake recipes 3,419 Strawberry Cheesecake 765 Mini cheesecake 492 Blueberry Cheesecake 266 Key Lime Cheesecake 60 @BizwatchSearch #OGS2014
  11. 11. Keyword Discovery 201 • Predictive vs Actual • Compare Wordtracker (predictive) vs Google Analytics (last month’s data) 11@BizwatchSearch #OGS2014
  12. 12. Finalize Keyword List 12@BizwatchSearch #OGS2014
  13. 13. Leverage Digital Real Estate On Google 13 Paid Ads Vs Organic Listings
  14. 14. Paid Listings 14
  15. 15. Set Up Adwords Campaign 8 Minutes 15@BizwatchSearch #OGS2014
  16. 16. YouTube: How to Set Up Google Adwords 16@BizwatchSearch #OGS2014
  17. 17. FOUR KPIS YOU OUGHT TO KNOW KPI = key performance indicator (metrics) @BizwatchSearch #OGS2014 17
  18. 18. #1 – Click Thru Rate (CTR) @BizwatchSearch #OGS2014 18
  19. 19. #2 Average Position @BizwatchSearch #OGS2014 19
  20. 20. #3 = Conversion Rate (CVR) @BizwatchSearch #OGS2014 20
  21. 21. #4 = Cost Per Conversion or Acquisition @BizwatchSearch #OGS2014 21 What’s Your Cost of Customer Acquisition?
  22. 22. Let’s Back Up … What is a Conversion? 22@BizwatchSearch #OGS2014 It’s the Confirmation / Thank you, Not the contact us page
  23. 23. THREE REASONS CAMPAIGNS FAIL Applies to all things digital @BizwatchSearch #OGS2014 23
  24. 24. Three Reasons Campaigns Fail 24@BizwatchSearch #OGS2014
  25. 25. Other Reasons Campaigns Fail • Targeting the wrong keywords • Not analyzing 13-month trends • Data noise – looking at the wrong things • Changing too many things at once • Landing pages 25@BizwatchSearch #OGS2014
  26. 26. 3 Ways to Improve PPC KPIs 26@BizwatchSearch #OGS2014
  27. 27. #2 Stay Out of the Red @BizwatchSearch #OGS2014 27
  28. 28. #3 Keyword Match Types 1. Leather boots 2. “leather boots” 3. [leather boots] 4. +leather +boots 5. -ankle @BizwatchSearch #OGS2014 28
  29. 29. PPC CAMPAIGN BUDGETS Considerations @BizwatchSearch #OGS2014 29
  30. 30. How Much Does PPC Cost? • What’s Your Average Order or Average Sale Worth? • What Are You Willing to Pay to Acquire New Customer? • Example: $50 Cost Per Acquisition • Desired Return on Ad Spend (ROAS) – Large retailer: 1:1 -- 2:1 – Medium Retailer: 3:1 – 4:1 – Small Retailer: 5:1 – Micro Business: 5-10:1 30
  31. 31. Can Small Companies Compete with Big Budgets? 30 Seconds for TV Ad 1 Month of Pay Per Click (PPC) SEO Social Sunday Night Football $593k Large Retailer $100k + $25k+ N/A Modern Family $281k Medium Retailer $50k + $10k+ Retainer Scandal $207k Small Retailer $10k + $5k+ Hourly Small Business $2500 $2500+ Hourly Micro Business $500 In-House In-House 31 Source: AdAge Marketing FactPack 2014
  32. 32. PPC Budget • Set daily budgets • Limit Hours Per Day • Automation Tools in Adwords • Manage budget closely • Monitor performance trends 32
  33. 33. Three Ways to Save on PPC 1. Learn what actual “search queries” or “search terms” are – HIDDEN 2. Negative Keywords – Account Wide Neg 3. Track Conversions to keyword level 33
  34. 34. Conclusions • Budgets Are Shifting to Digital • Google Adwords is fastest digital marketing medium to acquire new customers • Refine & lower costs thru performance monitoring & edits • SEO is long-term investment strategy • Social media marketing crucial to engage 34
  35. 35. APPENDIX COMMON PPC CAMPAIGN MISTAKES 35@BizwatchSearch #OGS2014
  36. 36. Lesson One Incorrect Campaign Settings
  37. 37. Incorrect Campaign Settings Target Market Default Setting is typically U.S. & Canada Start first with U.S. or better, local market Expand campaigns when they perform 37
  38. 38. Incorrect Campaign Settings Ad Scheduling Enabled 7 Days; 24 Hours of week (Under Campaign Settings/Ad Scheduling) Enable your campaign for when you can answer your phones Retailers consider 7 am Eastern to 12 Midnight B2B might match their office hours, Mon-Fri 38
  39. 39. Incorrect Campaign Settings Bid Type (Under Campaign Settings) Set to Enhanced Bids or CPA (cost per acquisition) Suggest Manual CPC (cost per click) 39
  40. 40. Lesson 2: Know Your Keyword Match Types in Paid Search
  41. 41. Keyword Match Types Broad Match Leather boots Phrase Match “leather boots” Exact Match [leather boots] Broad Match Modifier +leather +boots -Negative Match -”leather purses” -purse -snakeskin -hiking 41
  42. 42. Lesson 3 Knowing How to Track Conversions
  43. 43. Conversion Analytics Set up Google Adwords & Analytics to track key performance indicators (KPIs), leads, conversions, or online orders Javascript Code for Adwords Conversions – confirmation page only – not needed on other pages Javascript Code for Analytics – needed on all pages, needed also on confirmation page of contact form/online order form 43
  44. 44. Adwords Conversion Analytics in Adwords, you have separate code for tracking conversions an Adwords conversion is only a revenue driver, such as a contact form, request for quote, or online order confirmation It is, repeat, an online order/contact form confirmation, not a contact page view do not recommend importing Analytics goals 44
  45. 45. Lesson 4 Google Analytics Engagement Metrics Inside Google Adwords
  46. 46. Additional Data in Adwords • Typical KPIs • Engagement Metrics Added (Bounce Rate, Pages/Visit, Visit Duration, % New Visits) • Phone Calls & Conversions 46
  47. 47. Why Engagement Metrics Matter • You Want Your Phone to Ring … Online Orders … Form Submissions • It’s less likely to happen if your engagement metrics are – <1 minute on page/site – Bounce rate >40% – <3 pages viewed 47@BizwatchSearch #OGS2014
  48. 48. Do it 48@BizwatchSearch #OGS2014 BizwatchSearchAnalytics.com/signup

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