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Big Profits With Little Budgets sfima

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Session on how to make the most of small budgets and still realize a big profit in Google Ads, Bing, Display, and Facebook.

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Big Profits With Little Budgets sfima

  1. 1. 1| #SFIMA @navahf Little Budgets with Big Profits Navah Hopkins
  2. 2. | #PubCon @navahf 2 Agenda • Budgets By Network • How to Make the Most of Your Budget • Signals of Growth/Case Studies • Work across the entire WordStream book of business • Started working in Digital Marketing in 2008 • I call my husband, my lovely…we’re very nerdy A Little About Me
  3. 3. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 3 Ryan Reynolds (aka Deadpool) was asked one of the most important questions: which ad network is better?
  4. 4. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 4 Let’s play the Ad Network Dating Game!
  5. 5. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 5 • Really smart, rich, and powerful. They’re constantly changing their look to set trends. • Sometimes over fixates on the little things • Only dates power players like them. Meet Alpha Adwords
  6. 6. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 6 • Sometimes roped into going out with the wrong people as a favor to the other Chris’s. • Tries to create value for you through experimental projects. • Invests a lot into special effects, that don’t always land.Meet Dreamy Display
  7. 7. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 7 • Often overlooked, but has looks and smarts in their own right. • Is a little nerdy and prefers a cheap date of gaming over a night on the town. • Loves art and appreciates those who draw for them. Meet Bashful Bing
  8. 8. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 8 • Really laidback and is down to party whenever and however you want. • Struggles to reconcile their love of retro payments with forward thinking design. • Sometimes gets in trouble for their openness, and doesn’t always get taken seriously despite being quietly loaded. Meet Fun Facebook
  9. 9. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 9 In the Old Days, Advertising was a Monogamous Relationship
  10. 10. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 10 It was Usually With AdWords
  11. 11. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 11 This Worked for a While, but Then Sticker Shock Set in for All Those Expensive Cocktails (clicks)
  12. 12. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 12 On Average, Adwords Requires at Least $750 Ad Spend Per Month.
  13. 13. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 13 Display Auction Prices are More Reasonable
  14. 14. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 14 Bing Requires at Least $450
  15. 15. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 15 Facebook can get by on $250 (highly dependent on initiative)
  16. 16. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 16 No One Network Should Get All Your Budget – Let’s Shed the Confines of Budget Monogamy!
  17. 17. 17| #SFIMA @navahf Making Your Budget Work on AdWords
  18. 18. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 18 Let’s get to know each other
  19. 19. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 19 How Much Do You Make When A Prospect Becomes a Customer?
  20. 20. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 20 Are All Parts of Your Business Equal, or Should We Be Playing Favorites?
  21. 21. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 21 Can You Focus Your Advertising Efforts into Being a Big Fish in a Little Pond?
  22. 22. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 22 Depending On Your Answers, You Will Need to Use Some Filters
  23. 23. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 23 Pick the Right Time to Make Your Move 0 2 4 6 8 10 12 14 16 18 20 Conversions Conversions by Day Of Week Sunday Monday Tuesday Wednesday Thursday Friday Saturday Saturday CPA $9.29
  24. 24. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 24 Location Can Make or Break the Mood
  25. 25. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 25 Keyword Choices Dictate How Far Your Budget Can Go Based on $369 spend between October 25th and November 23rd 2017
  26. 26. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 26 Broad Keywords Can Drag Your Budget into Unintended Auctions 162% More Than Average
  27. 27. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 27 In Many Cases, Controlling for Auction Price is Enough to include AdWords in Initial Touch Plans
  28. 28. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 28 Sometimes the Average CPC is Just Too High…
  29. 29. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 29 Meet the Yentas of Online Advertising: Remarketing Lists for Search Ads & Customer Match
  30. 30. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 30 • Bid more/less aggressively on certain users. • Target exclusively those users so ad copy can be the perfect match. • Begin weighting different behaviors and interactions with your brand. Using RLSA/Customer Match You Can:
  31. 31. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 31 The Average User Takes 3.58* Exposures to Your Brand to Act. Your Budget Might Need Other Networks to Make the Introduction *Based on 5000 accounts running AdWords and Display
  32. 32. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 3232
  33. 33. 33| #SFIMA @navahf Display: The Audience Builder
  34. 34. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 34 One of the Most Costly Mistakes Advertisers Make is Combining Search & Display in the Same Campaign
  35. 35. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 35 Display Average CPC’s Are Cheaper – Google Could Be Fooled into Funneling More Budget into Display Than Search 0 0.5 1 1.5 2 2.5 3 3.5 0 200 400 600 800 1000 1200 1400 Display Search November 2017 Clicks Conversions Average cpc 10% conversion rate vs 4% conversion rate
  36. 36. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 36 Honor Display’s Strategic Autonomy
  37. 37. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 37 Many Think Display is Just for Remarketing
  38. 38. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 38 Ignoring the Inexpensive Blitzing Power of Display
  39. 39. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 39 How Many Audience Targets Do You See?
  40. 40. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 40 • Remarketing • Affinity • In-Market • Keyword targets
  41. 41. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 41 Display Can Bring Users Your Branded and Remarketing Search Campaigns are Poised to Pick-up $16.54 Budget 168550 Impressions 701 Clicks *Average monthly budget, impressions and clicks across 4000 accounts (no budget over $50 and no budget under $1)
  42. 42. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 42 • Exclude mobile apps • Check content for brand integrity • Audit placements for cost effectiveness • Have remarketing tag placed BEFORE starting display campaign. Friends Don’t Let Friends Party With Display Without A Game Plan.
  43. 43. 43| #SFIMA @navahf How to Make the Most of Your Bing Budget
  44. 44. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 44 Bing Works Because a Lot of the Search Rules of Engagement are the Same
  45. 45. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 45 It Can be As Easy as Hitting the Import Button
  46. 46. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 46 • Ad group level location and schedules • No “unknown” demographics (just can’t completely exclude). • Target specific search partner sites. Budget-Saving Bing Unique Traits
  47. 47. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 47 • Not all bidding strategies carry over – make sure you’re bidding to rank! • Bing serves ads in the time of the user – audit your schedule! • Extensions can lead to conversions – make sure they’re set up correctly! What to Check For:
  48. 48. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 48 Bing Empowers Other Networks to Be Better:
  49. 49. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 49 It’s Much Easier to Own 90%+ Impression Share on Bing Than AdWords
  50. 50. 50| #SFIMA @navahf Facebook: Where the Rules Don’t Matter and Everyone Gets to Play
  51. 51. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 51 Facebook Takes Us into Uncharted Structure Territory – the Ad Set, Not the Campaign Holds Strategic Control
  52. 52. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 52 Given that Facebook Charges in CPM – the Most Strategic Energy Should be Focused on the Copy (Don’t Reuse Your Display Ads)
  53. 53. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 53 Too Broad
  54. 54. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 54 If You’re Working With $500 or Less, Use At Least One Prebuilt Audience
  55. 55. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 55 The key is Getting Your Message in Front of the Right User (and Not Lumping Your Users Together)
  56. 56. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 56 Same Copy: Drastically Different Results! • 19 conversions vs 0 • 2,144 impressions vs. 3,782 • 76 clicks vs 179
  57. 57. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 57 Always Include at Least One Location Target (Ideally More Focused Than a Whole Country)
  58. 58. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 58 Average CPC is a Good Indicator if Your Copy is Engaging or Getting Friendzoned
  59. 59. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 59 Facebook is a Safe-Haven for Many Disapproved Industries
  60. 60. 60| #SFIMA @navahf Getting Your Lovelies to Play together
  61. 61. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 61 We’ve Explored Each Network’s Budget Optimization Powers
  62. 62. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 62 But as Ryan said, “we want all the scoops...with pine nuts on top!”
  63. 63. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 63 Sync in Audience segments for analytics to capture cross network audiences
  64. 64. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 64 You can either overcome the reason your organic traffic bounced, or outright exclude them (since they’re coming to you anyway)
  65. 65. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 65 In-Market Audiences Now Available on Search and Display *On Google Ads and Bing
  66. 66. 66| #SFIMA @navahf Case Studies
  67. 67. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 67 Client Story: The Facility
  68. 68. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 68 • Focused optimization efforts on prime prospects, and layered in demographic targeting/bid adjustments. • Launched Facebook lead campaign, which allowed for branding and acquisition • Supplemented winning search campaign with Bing Main Action Items:
  69. 69. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 69 The Facility Benchmark (5/25/17) • Spend: $1,885 (AdWords) • Impressions: 26,937 • Clicks: 473 • Average CPC: $3.99 • Conversion Rate: 3.59% • CPA: $110.88 Post Optimizations (11/25/17) • Spend: $1,400 (AdWords/Bing/Facebook) • Impressions: 4,705 • Clicks: 356 • Average CPC: $3.81 • Conversion Rate: 11% • CPA: $46.82
  70. 70. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 70 Client Story: A & A Machinery
  71. 71. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 71 • Segmented giant campaign into micro campaigns focused on specific locations. • We audited each location for how users searched and paused variations driving up the spend. • Imported successful campaign into Bing (allowing for further location targeting). • Ran Facebook look a like campaigns on services that were too expensive to achieve on search. Main Action Items:
  72. 72. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 72 A & A Machinery Benchmark (1/13/16) • Spend: $2,726.42 (AdWords) • Impressions: 14,041 • Clicks: 435 • Average CPC: $6.27 • Conversion Rate: 1.61% • CPA: $389.49 Post Optimizations (11/1/17) • Spend: 357.78 (AdWords/Bing) • Impressions: 1,537 • Clicks: 74 • Average CPC: $5.44 • Conversion Rate: 32.43% • CPA: $14.91
  73. 73. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 73 But Navah, They Eventually Grew Their Spend Past $1000…
  74. 74. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 74 Of Course They Did – Once You Get the Machine Working, Putting More Money in Means More Leads/Sales
  75. 75. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 75 The Goal of Most Businesses is to Grow Scalably
  76. 76. 76| #SFIMA @navahf Let’s Go on a Date With Profit!
  77. 77. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 77 Action Item #1: Audit All Networks for Auction Prices That Could Be Running Away With Your Budget.
  78. 78. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 78 Action Item #2: Build in Remarketing Lists So Your Ad Spend Can Empower Itself Rather Than Live in a Vacuum
  79. 79. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 79 Action Item #3: Audit Your Copy For Each Stage of the Buying Cycle
  80. 80. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 80 Action Item #4: Conduct an Honest Audit of Your Business’s Profit Centers, Lead Values, and Growth Trajectories
  81. 81. | #SFIMA @navahf Grade Your Account: wordstream.com/sms 81 Action Item #5: Create Criteria for Campaigns That Account for Growth – and Don’t Be Afraid to Take Your Relationship With Your Budget To the Next Level!
  82. 82. © Copyright 2017 WordStream, Inc. All rights reserved. Thanks! Questions? Navah Hopkins nhopkins@wordstream.com

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