PPC Trends of 2012 - Milestone Internet Marketing Webinar

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PPC continues to rapidly evolve to incorporate the latest changes in the social, local, and mobile. In this latest webinar, the Milestone panelists will discuss how to achieve a competitive edge running a mobile campaign, social extensions and advertising in social media channels like Facebook, twitter, and Linkedin, and the secret algorithm behind PPC – the keyword quality score.

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PPC Trends of 2012 - Milestone Internet Marketing Webinar

  1. 1. PPC Trends of 2012 Milestone Confidential
  2. 2. PanelistsPresenter PresenterYasmin Davila Jonas PauliukonisE-Strategist Sr. E-StrategistMilestone Internet Marketing Milestone Internet MarketingPresenterDavid AddisonE-StrategistMilestone Internet MarketingQ&A ModeratorAmanda Brinkerhoff Mike SupplePPC Account Manager Sr. Social Media ManagerMilestone Internet Marketing Milestone Internet Marketing Milestone Confidential 2 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  3. 3. Milestone at a Glance Mission Driving Reservations for the Lodging Industry on the Internet Founded 1998 Location HQ - Santa Clara, CA (Silicon Valley) Sales Offices – US, Mexico, India People 120 Employees Products Website Design, SEO, PPC, Social Media Optimization, Social Media Monitoring ToolsCustomers 1000+ Customers Milestone Confidential 3 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  4. 4. Agenda Mobile The Forgotten Metric Social Resources & Additional Reading Milestone Confidential 4 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  5. 5. Mobile Milestone Confidential
  6. 6. Overview Why mobile? How to be successful How to optimize Case study Milestone Confidential 6 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  7. 7. Why Mobile? 53% of mobile subscribers own a smartphone in the U.S. 8% of purchases will be made on a mobile device by 2015 Mobile Revenue $1,200 2009 $2,420 2010 2013 $11,666 2015 $23,831 $- $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 Milestone Confidential 7 Source: http://www.dmnews.com/m-commerce-gets-a- growth-spurt/article/172952/ www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  8. 8. Why Mobile? Mobile search comprises 9% of total web traffic 19% 40% of mobile searches are Mobile local Desktop 70% of searches on mobile 81% devices are followed-up with an action within 1 hour Website Traffic for Hotel Property (1 month period) Milestone Confidential 8 Source:. http://www.bizjournals.com www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  9. 9. Why Mobile PPC? Lower average cost per click Mobile Website 48%  50% less than desktop  Less competition PPC Campaign Enabled to Show on Mobile Devices 42% Additional markets & ROI Mobile Landing Page 32%  Last-minute searches  Higher purchase intent Separate Mobile PPC Campaign 19% Trackable Mobile-specific messaging 17% Click-to-call extension 16% enabled Location extension enabled 11% 0% 10% 20% 30% 40% 50% 60% Milestone Confidential 9 Source: blog.performics.com Feb 1st 2012 http://www.meclabs.com/training/misc/EXCERPT-PLAIN- BMR-2012-Search-Marketing-PPC-Edition.pdf www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  10. 10. How to be Successful Mobile website Mobile booking engine Separate mobile campaign Features  Call extensions/click-to-call  Location extensions  Targeting Milestone Confidential 10 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  11. 11. How to Optimize Call extensions/click-to-call  More real estate  Trackable  Local number Milestone Confidential 11 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  12. 12. How to Optimize Location extensions  More real estate  Trackable  Directions  Proximity Milestone Confidential 12 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  13. 13. Case Study Assumption:  Design:  Running a mobile PPC  Process campaign will increase ROI  Separate mobile campaign  Mobile keyword research  Adgroups  Branded  Geo-location  One month test period  Measure results  Clicks  Click-through-rate  Spend  Compared to desktop Milestone Confidential 13 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  14. 14. Results Mobile  Desktop  Clicks: 850  Clicks: 3,254  Click-through-rate: 33.88%  Click-through-rate: 28.54%  Spend: $31.34  Spend: $606.33  Cost-per-click: $0.04  Cost-per-click: $0.19  Conversions: 288 Calls  Conversions: 70 bookings ($0.04/Call) Spend Conversions $800.00 300 $600.00 200 $400.00 Spend 100 Conversions $200.00 $- 0 Mobile Desktop Mobile Desktop Milestone Confidential 14 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  15. 15. Mobile Website Designed for Success  Clear call to action  Tap to call feature  Integrated mobile booking engine  Specials Milestone Confidential 16 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  16. 16. The Forgotten MetricQuality Score Milestone Confidential
  17. 17. Overview Why Quality Score? Common Quality Score How to improve Quality Score Case study Milestone Confidential 18 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  18. 18. Quality ScoreMore Money = Higher Rank Milestone Confidential 19 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  19. 19. False Milestone Confidential 20 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  20. 20. Why Quality Score? Quality Scores are a reflection of keyword relevancy Poor Quality Scores can hurt performance High Quality Scores provide a disproportionate advantage Performance Quality Score Milestone Confidential 21 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  21. 21. Why Optimize for Quality Score? Benefits:  Lower cost-per-click  First page bid estimates  Eligibility to show  Higher ad position Milestone Confidential 22 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  22. 22. Common Quality Score Historical CTR Other Ad Factors creative Quality Score Ad Search group query Landing Keyword page Milestone Confidential 23 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  23. 23. Relevancy Milestone Confidential 24 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  24. 24. How to Improve Quality Score Identify weak components of your quality score Identify your advertising goals Organize your account for maximum effectiveness Choose relevant keywords and placements Create straightforward, targeted ads Optimize your website for conversions Quality Score Ranges Action Needed Keywords 7-10 Excellent, leave as-is Keywords 5-6 Good, should try to improve Keywords1-4 Improve or pause Milestone Confidential 25 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  25. 25. Case Study Assumption:  Design:  Increased Quality Score will  Process have a positive impact on the  Change keyword match types campaign  Restructure adgroups  Readjust location targeting  Pause poor performing keywords  One month test period Performance  Measure results Quality  Clicks Score  Spend  Revenue  ROI Milestone Confidential 26 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  26. 26. Results Increased number of  Enhanced click distribution keywords with a Quality Score of 7+ Quality Score Click Distribution 140 100.00% 90.00% 120 80.00% 100 70.00% 80 60.00% Pre-Test 50.00% Pre-Test 60 Post-Test 40.00% Post-Test 40 30.00% 20.00% 20 10.00% 0 0.00% QS 7-10 QS 5-6 QS 1-4 QS 7-10 QS 5-6 QS 1-4 Milestone Confidential 27 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  27. 27. Results Decreased spend on lowest  Total revenue increased performing keywords 340%  ROI increased 574% Spend Distribution Revenue Distribution$5,000.00 $5,000.00$4,000.00 $4,000.00$3,000.00 $3,000.00 Pre-Test Pre-Test$2,000.00 $2,000.00 Post-Test Post-Test$1,000.00 $1,000.00 $- $- QS 7-10 QS 5-6 QS 1-4 QS 7-10 QS 5-6 QS 1-4 Milestone Confidential 28 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  28. 28. Social Milestone Confidential
  29. 29. Overview Why social advertising? Types of social advertising Why Facebook? How to be successful How to optimize Future of Facebook advertising Milestone Confidential 30 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  30. 30. Why Social Advertising? Increase ROI Grow your fan base Build awareness Increase web traffic Target a specific market Multiple channels Milestone Confidential 31 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  31. 31. Types of Social Advertising Twitter YouTube Facebook Milestone Confidential 32 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  32. 32. Twitter Advertising Why? 250 million active users How? Twitter advertising platform What? Promoted Tweets & Trends Who? Need to increase engagement on Twitter Milestone Confidential 33 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  33. 33. YouTube Advertising Why? 3rd Largest Site in the World Types:  Homepage Masthead  Rich Media Ads  InVideo Ads  Promoted Video Ads What? Video as appearing on YouTube Who? Strong multi-media library looking to expand customer base Red = Ad Placements Milestone Confidential 34 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  34. 34. Facebook Advertising Why? Take advantage of Facebook’s 845 million users How? Facebook ad platform What? Sponsored Ads Who? “Destination” hotels looking to strengthen brand awareness Milestone Confidential 35 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  35. 35. Why Facebook? Lower competition  Lower average cost-per-click  Fewer advertisers  New channel (vs. Google)  Not bidding on keywords Channel Average Cost-Per-Click Facebook $0.80 Google $2.50 Bing $2.08 Milestone Confidential 36 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  36. 36. Why Facebook? Targeting options  Location  Birthday  Language  Relationship Status  Education  Likes  Work  Interests  Age  Friends of Connections  Gender  Connections Milestone Confidential 37 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  37. 37. How to be Successful Facebook page Engaged fan base A specific contest or promotion  Weddings  Graduation  Spring Break  Mother’s Day Travel destination Ensure landing pages have strong call to action Milestone Confidential 38 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  38. 38. How to Optimize Leverage sophisticated targeting system Ensure current fans are targeted Target audience who likes your competitors Milestone Confidential 39 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  39. 39. How to Optimize Focus on engagement Test images Rotate ad’s frequently Milestone Confidential 40 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  40. 40. The Future of Facebook Advertising Reach Generator  Advertisers pay a fixed fee based on their pages fan count  Guaranteed exposure of a pages posts to 75% Premium Ads  Best placements  News feed on desktop + mobile  Right-hand side homepage Milestone Confidential 41 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  41. 41. Conclusion Milestone Confidential
  42. 42. Conclusion Mobile  Social  Mobile website  Landing page  Mobile booking engine  Specific offer or event  Targeted separate campaign  Targeted ads  Features  Increase awareness  Call to action  Call to action Quality Score  More money ≠ higher rank  Address poor Quality Scores  Organize campaigns  Relevancy  Optimize website for conversions Milestone Confidential 43 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  43. 43. Resources/Additional Reading Online:  Google Adwords Help  PPC Hero’s Ultimate Guide to Google Adwords Quality Score  Mashable  Search Engine Watch  Search Engine News Offline:  Quality Score in High Resolution by Craig Danuloff Milestone Confidential 44 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
  44. 44. Thank You! Questions or Comments? Feedback? Input on future webinar topics? Visit our blog: http://blog.milestoneinternet.com Recap, Q&A and slides from this webinar: http://bit.ly/w6X4do Product questions: sales@milestoneinternet.com Milestone Confidential 45 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

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