Every business wants to increase their ROI from online marketing, although how do digital marketing agencies actually deliver results? Pay Per Click marketing is one of the best ways to grow ROI through analysis customer data and identifying key audience behaviors. By using PPC we can then target more people who most liking to buy and increase ROI to our clients. Google Ads is the best way to turn $1 into $4 and here's how it's done... 🤩 Want to learn more hints, tips and tricks about digital marketing??? Then checkout my marketing blog 📚 Addicted 2 PPC Blog💻

1. HOW TO TURN $1 INTO $4
ON GOOGLE ADS
ESTEBAN MARTINEZ

2. WHAT IS A CITY WITHOUT PEOPLE?WHO IS ESTEBAN MARTINEZ?
> Working in online marketing since 2002
> Client-side & agency-side
> Setup SEM agency during peak UK recession
> Drove 40,000 km around Australia
> Hiked up Mount Everest
> Worked on a Crocodile farm in Australia
> Founder of Addicted 2 PPC
> Loves a great cup of tea

3. > KNOW YOUR AUDIENCE
> WHY LESS IS MORE
> EVOLUTION OF AD LABELS
> ESTEBAN’S LEAN & MEAN SETTINGS
> BUDGET & PERFORMANCE FORECASTING
> HOW TO TURN $1 INTO $4
> WHY QUALITY SCORE MATTERS
WHAT IS A CITY WITHOUT PEOPLE?OVERVIEW

4. WHAT IS A CITY WITHOUT PEOPLE?NOBODY CLICKS ON PAID ADS
High Commercial
Intent Keywords
=
People looking to buy
Almost ⅔ of Click
Go to Sponsored
results
Source: Word Stream
Paid Organic
64.6% 35.4%

5. WHAT IS A CITY WITHOUT PEOPLE?PPC IS EASY, RIGHT?
Just throwing cash at it won't make it rain. You can’t simply
‘set it and forget it’.
And don't feel guilty about blowing that free $100 coupon,
we've all been there.

6. WHAT IS A CITY WITHOUT PEOPLE?WHAT IS A CITY WITHOUT PEOPLE?KNOW YOUR AUDIENCE
> HOW MUCH IS A CUSTOMER WORTH
> DEFINE GOALS FOR YOUR CAMPAIGNS TO ACHIEVE
> WHAT IS YOUR CONVERSION RATE
> REVERSE ENGINEER YOUR KPI’S
$

7. WHAT IS A CITY WITHOUT PEOPLE?WHAT IS A CITY WITHOUT PEOPLE?KNOW YOUR AUDIENCE
> CUSTOMER ORDER VALUE
> MONTHLY TRAFFIC
> CONVERSION RATE
> COST PER ACQUISITION
$

8. WHAT IS A CITY WITHOUT PEOPLE?WHAT IS A CITY WITHOUT PEOPLE?KNOW YOUR AUDIENCE
$
Customer Value Conversion Rate Target
$200 2% $5,000
$5,000 ➗ $200
TARGET ➗ CUSTOMER VALUE
= 25 SALES NEEDED
25 ➗ 0.02
SALES ➗ CONVERSION RATE
= 1,250 VISITORS NEEDED

9. Ad Group
Groups together ads
and Keywords and
defines which ads are
showing up for which
keywords
Campaign
Defines major settings such as daily
budget, network, location, device
etc
Start with a small number of core keywords.
This allows you to see what is working and not, quickly and easily.
Keyword 1
Keyword 2
Keyword 3
Ad 1
Ad 2
Ad 3
WHY LESS IS MORE
Keyword 1
Keyword 2
Keyword 3
Ad 1
Ad 2
Ad 3

10. WHAT IS A CITY WITHOUT PEOPLE?WHY LESS IS MORE
START LEAN.
STAY LEAN.

11. WHAT IS A CITY WITHOUT PEOPLE?EVOLUTION OF ADS LABELS

12. WHAT IS A CITY WITHOUT PEOPLE?EVOLUTION OF ADS LABELS
NEVER.
STOP.
TESTING.
Source: Search Engine Land

13. WHAT IS A CITY WITHOUT PEOPLE?WHY CAN’T I SEE MY ADS?
Google's ad revenue from
2001 to 2019
(billion U.S. dollars)
Source: Google

14. Source: IAB Australia
Australian online advertising market delivers double-digit
growth to reach $6.8 billion
WHY CAN’T I SEE MY ADS?

15. WHAT IS A CITY WITHOUT PEOPLE?WHAT SETTINGS SHOULD I USE?
THERE IS NO
AUTOPILOT

16. WHAT IS A CITY WITHOUT PEOPLE?ESTEBAN’S LEAN & MEAN SETTINGS
CAMPAIGN TYPE
> Search, Display & Remarketing (80%, 10%, 10%)
DEVICE
> Mobile & Desktop only
LOCATION
> Adjust accordingly to conversion metrics
LANGUAGE
> All languages
BID STRATEGY
> CPC Opt out of Enhanced CPC
DELIVERY METHOD
> Standard
AD SCHEDULING
> Weekdays 9am to 5pm
FREQUENCY CAPPING
> Limit to 4 per day, per campaign
ULTRA LEAN
> Aggressive Display & Remarketing exclusions
> 3 x 3 Remarketing matrix
> Dual / Triple Match Type set up
> Bulk Ad Extension overload Don’t Forget!

17. WHAT IS A CITY WITHOUT PEOPLE?

18. WHAT IS A CITY WITHOUT PEOPLE?KEEP A LOG
18

19. WHAT IS A CITY WITHOUT PEOPLE?DIFFERENT STAGES OF SALE FUNNEL
> Awareness
> Research
> Decision
> Comparison
> Purchase

20. WHAT IS A CITY WITHOUT PEOPLE?BUDGET & PERFORMANCE FORECASTING

21. WHAT IS A CITY WITHOUT PEOPLE?BUDGET & PERFORMANCE FORECASTING
Search Term Monthly Searches Suggested Bid
mountain bike 14,800 $1.35
bmx bikes 12,100 $0.80
racing bike 880 $1.02
bike accessories 1,900 $0.79
bike service 880 $2.50
Total 30,560

22. WHAT IS A CITY WITHOUT PEOPLE?BUDGET & PERFORMANCE FORECASTING
Search Term Monthly Searches Suggested Bid Budget Potential Clicks
mountain bike 14,800 $1.35 $19,980 14,800
bmx bikes 12,100 $0.80 $9,680 12,100
racing bike 880 $1.02 $898 880
bike accessories 1,900 $0.79 $1,501 1,900
bike service 880 $2.50 $2,200 880
Total 30,560 $34,259 30,560
100%
=
SEARCH IMPRESSION SHARE

23. WHAT IS A CITY WITHOUT PEOPLE?BUDGET & PERFORMANCE FORECASTING
Search Term Monthly Searches Suggested Bid Budget Potential Clicks
mountain bike 14,800 $1.35 $19,980 14,800
bmx bikes 12,100 $0.80 $9,680 12,100
racing bike 880 $1.02 $898 880
bike accessories 1,900 $0.79 $1,501 1,900
bike service 880 $2.50 $2,200 880
Total 30,560 $34,259 30,560
$34,259
=
BUDGET REQUIRED
100%
=
SEARCH IMPRESSION SHARE

24. WHAT IS A CITY WITHOUT PEOPLE?BUDGET & PERFORMANCE FORECASTING
$1,000 ➗ 5
BUDGET ➗ CAMPAIGNS
= $200 BUDGET PER CAMPAIGN
Search Term Monthly Searches Suggested Bid Budget Potential Clicks
mountain bike 14,800 $1.35 $200 148
bmx bikes 12,100 $0.80 $200 250
racing bike 880 $1.02 $200 196
bike accessories 1,900 $0.79 $200 253
bike service 880 $2.50 $200 80
Total 30,560 $1,000 927
927
➗
30,560
3%
=
SEARCH IMPRESSION SHARE

25. WHAT IS A CITY WITHOUT PEOPLE?BUDGET & PERFORMANCE FORECASTING
$1,000 ➗ 5
BUDGET ➗ CAMPAIGNS
= $200 BUDGET PER CAMPAIGN
927 X 0.02
CLICKS X CONVERSION RATE
= 18 SALES
Search Term Monthly Searches Suggested Bid Budget Potential Clicks
mountain bike 14,800 $1.35 $200 148
bmx bikes 12,100 $0.80 $200 250
racing bike 880 $1.02 $200 196
bike accessories 1,900 $0.79 $200 253
bike service 880 $2.50 $200 80
Total 30,560 $1,000 927

26. WHAT IS A CITY WITHOUT PEOPLE?BUDGET & PERFORMANCE FORECASTING
$1,000 ➗ 5
BUDGET ➗ CAMPAIGNS
= $200 BUDGET PER CAMPAIGN
927 X 0.02
CLICKS X CONVERSION RATE
= 18 SALES
Search Term Monthly Searches Suggested Bid Budget Potential Clicks
mountain bike 14,800 $1.35 $200 148
bmx bikes 12,100 $0.80 $200 250
racing bike 880 $1.02 $200 196
bike accessories 1,900 $0.79 $200 253
bike service 880 $2.50 $200 80
Total 30,560 $1.08 $1,000 927
18 X $200
SALE X ORDER VALUE
= $3,600 REVENUE

27. WHAT IS A CITY WITHOUT PEOPLE?

28. WHAT IS A CITY WITHOUT PEOPLE?THE REALITY...

29. WHAT IS A CITY WITHOUT PEOPLE?HOW TO TURN $1 INTO $4
Scenario Cost Per Click Budget Clicks Difference
Original $1.08 $1,000 927 -
-5% Reduction $1.03 $1,000
-10% Reduction $0.97 $1,000
-15% Reduction $0.92 $1,000

30. WHAT IS A CITY WITHOUT PEOPLE?HOW TO TURN $1 INTO $4
Scenario Cost Per Click Budget Clicks Difference
Original $1.08 $1,000 927 -
-5% Reduction $1.03 $1,000 971 44
-10% Reduction $0.97 $1,000 1,031 104
-15% Reduction $0.92 $1,000 1,087 160

31. WHAT IS A CITY WITHOUT PEOPLE?HOW TO TURN $1 INTO $4
Scenario Cost Per Click Budget Clicks Difference
Original $1.08 $1,000 927 -
-5% Reduction $1.03 $1,000 971 44
-10% Reduction $0.97 $1,000 1,031 104
-15% Reduction $0.92 $1,000 1,087 160
1,087 X 0.02
CLICKS X CONVERSION RATE
= 22 SALES
22 X $200
SALE X ORDER VALUE
= $4,400 REVENUE
$800
Revenue
Increase

32. WHAT IS A CITY WITHOUT PEOPLE?HOW TO TURN $1 INTO $4
Scenario Cost Per Click Budget Clicks Difference
Original $1.08 $1,000 927 -
-5% Reduction $1.03 $1,000 971 44
-10% Reduction $0.97 $1,000 1,031 104
-15% Reduction $0.92 $1,000 1,087 160
-40% Reduction $0.65 $1,000 153* -774
1,087 X 0.02
CLICKS X CONVERSION RATE
= 22 SALES
22 X $200
SALE X ORDER VALUE
= $4,400 REVENUE
$800
Revenue
Increase
*only 10% of budget was spent

33. WHAT IS A CITY WITHOUT PEOPLE?INCREASE QUALITY SCORE = LOWER CPC

34. WHAT IS A CITY WITHOUT PEOPLE?INCREASE QUALITY SCORE = LOWER CPC
Quality Score Difference Amount
10 Reduces CPC -50.00%
9 Reduces CPC -44.20%
8 Reduces CPC -37.50%
7 Reduces CPC -28.60%
6 Reduces CPC -16.70%
5 Benchmark -
4 Increases CPC 25.00%
3 Increases CPC 67.30%
2 Increases CPC 150.00%
1 Increases CPC 400.00%

35. WHAT IS A CITY WITHOUT PEOPLE?INCREASE QUALITY SCORE = LOWER CPC
35
> Download keyword data in Excel
> Exclude branded keywords
> Sort by conversions
> Make a cup of tea and get to work
Keyword Cost
Quality
score
Conversions
KW 1 $2,189.47 10 1,713.00
KW 2 $5,216.85 10 260
KW 3 $4,177.40 7 243
KW 4 $5,004.47 5 220
KW 5 $8,712.82 7 208
KW 6 $3,798.65 7 202
KW 7 $6,325.34 5 190
KW 8 $3,245.08 7 155
KW 9 $732.43 9 135
KW 10 $3,057.46 8 131

36. WHAT IS A CITY WITHOUT PEOPLE?WHAT WE’VE COVERED
> KNOW YOUR AUDIENCE
> WHY LESS IS MORE
> EVOLUTION OF ADWORDS LABELS
> WHY CAN’T I SEE MY ADS?
> ESTEBAN’S LEAN & MEAN SETTINGS
> DIFFERENT STAGES OF SALE FUNNEL
> BUDGET & PERFORMANCE
FORECASTING
> HOW TO TURN $1 INTO $4
> WHY QUALITY SCORE MATTERS

37. DATA DRIVEN MARKETING

38. THANK YOU
REACH
TARGET BUYERS
CONVERT
DRIVE TO PURCHASE
SERVE
COMPLETE THE TRANSACTION
Make it easy for your customers to transact
with you in a multi-channel world.
Reach up to 17 million customers each
week at the point of buying.
Be available to your customers on all
channels and provide high quality
customer service 24/7.
ESTEBAN MARTINEZ
ADDICTED 2 PPC