Learn how to generate more leads and lower your cost per lead from your PPC. Paid ad campaigns present an effective marketing channel when used strategically and in sync with other initiatives. * Get quality prospects to click on your ads at a lower cost * Increase the percentage of PPC visitors that convert into leads and sales * Implement a measure-optimize framework to continually improve your PPC ROI * Apply data gathered during PPC to enhance your broader internet marketing strategy

1. Double Your PPC Leads at Half the Cost
July 21st, 2010
Mark Roberge Jeanne Hopkins
HubSpot HubSpot
@markroberge @jeannehopkins

2. Agenda
I. Generate more PPC visitors with less budget
II. Convert more PPC visitors into leads and sales
III. Test and measure to increase PPC profitability
IV. Use PPC to unleash exponential SEO returns
V. Free Giveaways
2

3. “Pre-Click” PPC Example

4. Top 3 “Pre-Click” PPC Mistakes
#1: Bidding on only a few dozen words
#2: Using only 1 ad group with 1 ad copy
#3: Targeting the top position only

5. Generate More PPC Visitors with Less Budget
Top PPC Mistakes PPC Best Practices
 Bidding on Less  Bidding on 1000+
Than 100 words Words
 1 Ad Group with  Multiple Ad Groups
1 Ad Copy with Similar Vocab.
 Targeting Top  Target #4 to #6
Position Position to Start
5

6. Agenda
I. Generate more PPC visitors with less budget
II. Convert more PPC visitors into leads and sales
III. Test and measure to increase PPC profitability
IV. Use PPC to unleash exponential SEO returns
V. Free Giveaways
6

7. “Post-Click” PPC Example

8. “Post-Click” Mistake #1: Sending Traffic to Home Page

9. “Post-Click” Mistake #2: No Call to Action Above Fold

10. “Post-Click” Mistake #3: Form Too Long
32% 53%
Conversion Conversion

11. “Post-Click” Mistake #4: Too Much Clutter

12. Build “Best Practice” Landing Pages to Maximize Leads

13. Implement Tools to Test/Measure/Optimize Landing Pages

14. Leverage Lead Nurturing / Intelligence to Close More Sales

15. Agenda
I. Generate more PPC visitors with less budget
II. Convert more PPC visitors into leads and sales
III. Test and measure to increase PPC profitability
IV. Use PPC to unleash exponential SEO returns
V. Free Giveaways
15

16. PPC Report Example from PPC Consultants

17. Focus on Cost per Lead and Customer
All PPC Visitors
Measure cost per lead
and customer by your
entire PPC channel… Leads
Customers
“Ad Group #1” Visitors “Ad Group #2” Visitors
… by individual
Ad Groups…
Leads Leads
Customers Customers
“Keyword #1” Visitors “Keyword #2” Visitors “Keyword #3” Visitors
… by individual Leads Leads Leads
Keywords
Customers Customers Customers

18. Closed Loop Reporting Example

19. Agenda
I. Generate more PPC visitors with less budget
II. Convert more PPC visitors into leads and sales
III. Test and measure to increase PPC profitability
IV. Use PPC to unleash exponential SEO returns
V. Free Giveaways
19

20. Use PPC to Unleash the Power of Organic (SEO)
• Free
Pay Per Click – 25% of Clicks
• More traffic
Organic Results
• Smarter people
75% of clicks
• Longer lasting
Source: Marketing Sherpa and Enquiro Research

21. How SEO works?
On-Page Off-Page
(Context) (Authority)
21

22. Inbound Marketing: SEO / Blogs / Social Media
Blog SEO Social Media

23. Steps and Tools Needed to Unleash SEO
#1: Analyze best keyword phrase opportunities #2: Optimize existing web content for target keywords
#3: Blog about new target keywords #4: Promote blog in industry social media conversations

24. Agenda
I. Generate more PPC visitors with less budget
II. Convert more PPC visitors into leads and sales
III. Test and measure to increase PPC profitability
IV. Use PPC to unleash exponential SEO returns
V. Free Giveaways
24

25. Key Takeaways
PPC Key Takeaways
 Expand keyword universe and organize into Ad Groups to maximize
quality visitors for minimal budget
 Use Best Practice Landing Pages to maximize visitor to lead
conversion
 Focus on cost per lead and customer; not CTRs, CPCs
 Use PPC as a test ground to drive SEO decisions, the real game
 HubSpot’s 3,000 customers average 420% more leads in 5 months
Contact your Inbound Marketing Specialist or call
1-888-HUBSPOT for more information.
Special Offer for Webinar Attendees
 Free PPC Optimization Service for companies that sign up before EOB
Friday, July 23rd. (Limit of 10 available)

26. Questions?
Mark Roberge Jeanne Hopkins
HubSpot HubSpot
@markroberge @jeannehopkins