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PPC Advertising Session 2 Direct Marketing Association NorCal 092116


Published on

Pay-Per-Click Advertising:
Using Sophisticated Tactics and Tools

Google and the other search engines are offering much more sophisticated ways to target likely prospects and also re-target them after visiting your landing page. This session will help you develop more advanced campaign structures, mobile targeting and re-marketing.

What you’ll learn:
Advanced keyword research and modeling
Advanced campaign structure
Enhanced Campaigns and mobile targeting
Re-marketing and re-targeting in the major PPC providers
How to take full advantage of Product Listing Ads
Writing ads to match user intent
Best practices that will save you costs and improve your ROI
Instructor: John Thyfault

Published in: Business

PPC Advertising Session 2 Direct Marketing Association NorCal 092116

  1. 1. Search Engine Marketing Workshops Advanced PPC: Making The ROI Grade September 21, 2016 Direct Marke4ng Associa4on, Northern California & The Online Marke4ng Ins4tute 1 John Thyfault VP, Search Engine & Social Media Marke5ng, Beasley Direct Marke5ng, Inc
  2. 2. Workshop Agenda •Digging Into Data •High Level Targeting •Targeting The Right Customer With Ad Extensions •Shared Libraries - Account Wide Tools •Shopping & Remarketing Campaigns •Landing Pages and User Profiles •Final Notes 2
  3. 3. About The Instructor John Thyfault, VP, Search Engine & Social Media Marketing at Beasley Direct Marketing John Thyfault has more than 20 years of marketing, sales and product development experience. His knowledge of search engine optimization (SEO), pay per click (PPC) marketing and social media marketing, combined with an in-depth understanding of customer identification, market analysis and segmentation, allows him to deliver high returns on client marketing investment. Prior to working with Beasley Direct, John was Senior Client Services Project Director at, a first wave baby boomer lifestyle and community website. At ThirdAge he successfully led major client sponsorships for Tylenol, American Century, Intel, IBM, and Revlon. John has led workshops for the Silicon Valley American Marketing Association, the Direct Marketing Association in Northern and Southern California and the Business Marketing Association. He also teaches Search Engine Marketing at University of California, Santa Cruz, Extension in Silicon Valley and is currently leading day long seminars as part of the Online Marketing Summit's 2011 International Tour. 3
  4. 4. About Beasley Direct Marketing Beasley Direct Marketing, Inc. provides copywriting, design, programming, and consulting services for the following direct marketing channels: 4 • Search (PPC and SEO) • Email Crea5ve, Design, Deliverability Audits, and Broadcast • Direct mail (with and without PURLs) • Landing Page Design (with and without PURLs) • Mobile • Video • Social • Website Design • Catalog/eCommerce • Brochure, White Paper, and Guide copy and design • List Building and CRM Database Management • Telemarke5ng • Transla5on for all of the above • Execu5ve Dashboard Tracking, Repor5ng, and Lead Assignment
  5. 5. 5 Digging Into PPC Data
  6. 6. Optimization Strategies 6 Marin SoPware Inc., Taking Paid Search Performance to the Next Level, 2012
  7. 7. Explore Your Data • Google currently has a great number of ways to slice and dice your data • Dimension reports • Column Choser • Campaign • Ad Group • Account • Google is always coming out with new, live data, flexible and customizable reporting structures that allow you to analyze data on steroids! 7
  8. 8. Look At Your Dimension Repots 8
  9. 9. Filters Are Our Friends 9
  10. 10. Segment Your Data 10
  11. 11. 11 High Level Targeting
  12. 12. Targeting Options • There are lots of targeting options • Understand your customer’s buying behaviors • Do they research and buy during business hours, if so, which ones • Geo-targeting • FYI Bing does not allow targeting by county • Target by platform • Mobile, laptops, desktops, lightweight browsers • Content/Google Display Network Targeting 12
  13. 13. Targeting Options Networks 13
  14. 14. Targeting Options Search Network Features 14
  15. 15. Targeting Options Google Display Network 15
  16. 16. Targeting Options Geo-Targeting 16
  17. 17. Targeting Options Geo-Targeting • Identify your audience and where they search • Global region, country, state, region, city, zip code & hand mapped • Target the right sized area • Sunrise, AZ vs. Phoenix Metro • Use keywords to geo target • Phoenix motorcycle shops • Phoenix Cycle Gear • Tempe motorcycle gear 17
  18. 18. Targeting Options Geo-Targeting • Can set up multiple locations to target by: • Zip code • DMA region • County (AdWords Only), State, Country, Continent, Global Region • Area code 18
  19. 19. Geo-Targeting Cautions 19 ???
  20. 20. Day Part & Week Part Targeting 20 A message from Google
  21. 21. Day Part & Week Part Targeting 21
  22. 22. Day Part & Week Part Targeting 22
  23. 23. Day Part & Week Part Targeting 23
  24. 24. Day Part & Week Part Targeting 24
  25. 25. Targeting Options Types of Screens 25
  26. 26. 26 Targeting The Right Customer With Ad Extensions
  27. 27. Targeting With Ad Extensions • There are a number of ad extensions that extend and focus your campaigns • Sitelinks Extension • Location Extension • Review Extensions • Call Extension • App Extension 27
  28. 28. Targeting With Ad Extensions 28 • %.:&1.,47$+O:&,7.0,$ • H0)'50,$+O:&,7.0,$ • G&A.&E7$+O:&,7.0,$
  29. 29. Targeting With Ad Extensions 29 • ='11$+O:&,7.0,$ • CKK$+O:&,7.0,$ • %&11&($G'5,-$+O:&,7.0,$ !"#$%&'"(&)*+"(*,& -./(0,,1 %&11&($G'5,-$+O:&,7.0,$
  30. 30. Targeting With Ad Extensions 30
  31. 31. Site Links Extension 31
  32. 32. Site Links Extension 32
  33. 33. Geo-Targeting Location Extension 33
  34. 34. Targeting App Extension • The App extension allows you to directly link the the Apple App Store or the Google Play store to download an app for the mobile device • Link can start download immediately or link to description in the store • Smart links based on device and OS • Can customize the display for different devices 34
  35. 35. 35 Shared Libraries - Account Wide Tools
  36. 36. Shared Libraries 36
  37. 37. Bid Strategies 373737
  38. 38. Bid Strategies •Enhanced CPC •Target Search Page Location (ad’s position) •Target CPA •Maximize Clicks •Target Return on Spend •Maximize Conversion •Maximize Revenue 38
  39. 39. 39 Shopping & Remarketing Campaigns
  40. 40. Shopping Campaigns • Used to be called Product Listing Ads • Shopping Ads are more retail centric • These are being rolled into shopping ads by late August • Display image ads with price and seller as separate group of ads on Google Search, Google Shopping and most Google Partner networks • Based on a xml feed of products uploaded to your Google Merchant Center Account 40
  41. 41. Shopping Campaigns • Base organizational unit is the Product Group • Ads can be targeted by attribute (color, price, size, in stock, etc) • Custom labels can be created to combine different attributes • Can set different priorities by campaign if one product is in multiple campaigns • Has the ability to have dynamically inserted elements • Stock levels • Geo locations, etc • Can be used for local bricks and mortar locations also 41
  42. 42. Shopping Campaigns 42
  43. 43. Remarketing Ads and Lists 434343
  44. 44. Remarketing Campaigns • Ads that appear on partner/display sites after you have visited the target site once • Text, graphic and/or rich media • Also known as “stalker ads” as they can follow you around the internet • Can also appear on the search network as text ads (RLSA) 44
  45. 45. Remarketing Campaigns • Starts with a visit to your website where the visitor is added to a remarketing list • You can define remarketing lists based on visit characteristics such as pages visited, items added to cart, cart abandonments, time on site, etc. • Ads then are created to match the list characteristics. e.g. you browse a site for motorcycle helmets and ads from that site follow you across the web showing the helmets you looked at • Can help to improve your conversion rates by targeting customers who have already come to your site 45
  46. 46. Remarketing Campaigns Controls on your remarketing lists for the number of impressions, length of time since last visit, number of times ads are clicked by a user can all help you to limit the “ick/stalker” factor 46
  47. 47. 47 Landing Pages and User Profiles
  48. 48. Structuring An Effective
 PPC Campaign: Landing Pages • Your keywords conversion rate will vary depending on how your landing page is designed • Know who you want to target with your landing page: info seekers, shoppers, buyers • When selecting keywords, think conversion not just traffic volume • Keyword placement and relevance on the page will drive your conversions • Different Landing Pages for Search PPC vs. Display PPC 48
  49. 49. Structuring An Effective
 PPC Campaign: Landing Pages • Short and Sweet Sells The Solution • Have multiple, clear calls to action on the page that match your ad creative • Offer alternative for those who are not ready to buy - “Save Itinerary,” “Sign up for our informative newsletter” • Continually test copy, graphics, page layout 49
  50. 50. Structuring An Effective
 PPC Campaign: Landing Pages • Landing Page Type • Landing Page Goals • Conversion Type • Sale • Lead • Time on Site 50
  51. 51. Structuring An Effective
 PPC Campaign: Landing Pages • Where is the user in the sales cycle • Awareness • Exploration • Interest • Information Gathering • Desire • Focused Comparison Research • Action • Decision-Best Pricing Period • Closing The Sale • Post Sale 51
  52. 52. Structuring An Effective
 PPC Campaign: Landing Pages • How will the user behave on the site? • Build a persona and roles for your user • Defined by sales cycle, demographics and psychographics • What can you control on your site/page? 52
  53. 53. Structuring An Effective
 PPC Campaign: Landing Pages • Find the Problems • Audience Role Modeling • Web Analytics • Usability Testing and Reviews • Surveys & Focus Groups • Eye Tracking • Customer Support Team 53
  54. 54. Structuring An Effective
 PPC Campaign: Landing Pages • Single Page Conversions (oh, so nice!) • Multi Page Conversions • Multi Branch Conversions (Browse & Buy Many) 54
  55. 55. Landing Page Goals • Category Pages • Present products in large groups in an attractive manner • Provide enough info to distinguish among items • Provide means to sort and filter items • PROVIDE A CLEAR PATH TO NEXT STEP 55
  56. 56. Landing Page Goals • Details Pages • Often the landing page for more specific keyword searches • Need to match the info that led user to it • PPC Ad • Category Page Full Product Info • Strong Calls To Action • Obvious Options Clearly Spelled Out • Keep The Clutter Down! 56
  57. 57. Landing Page Goals • Forms • Trade off of info required to value of offer • What happens on submission? • How far am I in the process? • Is the form secure and what will the info be used for 57
  58. 58. Final Notes • Every click on every ad and keyword can give you actionable information on your desired audiences. • Mine the data that you are getting to understand your users. • Look for new uses and audiences for your product • Use your data to target the right user • Structure your campaigns to reflect this targeting • Your landing pages are key to a strong campaign 58
  59. 59. New Link Building White Paper A great introductory background on link building with a series of good strong tactics to help move your campaign forward. 59 *VKWJJEEEQB&'71&83.(&):Q)0@JB10-J1.,4XBD.13.,-J69XH.,4613-X"-7XUYTZT[QK3N$
  60. 60. Optimize Your Landing Pages With This Guide • Optimize your landing pages with this 10-page, hands- on guide offering tips on: –Design –Personalization –Offers –Usability 60 hVp://
  61. 61. Learn How to Optimize Your Emails Learn how to optimize your emails for delivery through spam filters and for consistency across email browsers in this handy guide. Learn how to: »Get your email around spam filters »Make your email look consistent across browsers »Optimize your design for blocked images and preview panel 61 hVp://
  62. 62. New Guide on 
 Multichannel Marketing Hot off the press, this new guide offers tips on how to save money and optimize effectiveness 62 hVp://
  63. 63. John Thyfault jthyfault @ 650-323-1881 @JohnThyfault 63