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Big profits with little budgets state of search

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My State of Search talk discussing PPC in Google Search, Display, Google Display, and Bing. Covers B2B and B2C low budgets.

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Big profits with little budgets state of search

  1. 1. 1| @State_of_Search @navahf @WordStream nhopkins@wordStream.com Little Budgets with Big Profits Navah Hopkins
  2. 2. 2| @State_of_Search @navahf @WordStream 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. | @State_of_Search @navahf @WordStream 3 Ryan Reynolds (aka Deadpool) was asked one of the most important questions: which ad network is better?
  4. 4. | @State_of_Search @navahf @WordStream 4 Let’s play the Ad Network Dating Game!
  5. 5. | @State_of_Search @navahf @WordStream 5 • Really smart, rich, and powerful. They’re constantly changing their look to set trends. • Sometimes over fixates on the little things, but heart is in the right place. • Only commits to power players like them, but is willing to date anyone. Meet Alpha Google Ads
  6. 6. | @State_of_Search @navahf @WordStream 6 • Had a bad boy past that he still gets in trouble for, despite being a changed man. • Tries to create value for you through experimental projects. • Cares about getting to know you, and tries to show he can relate to your interests. Meet Dreamy Display
  7. 7. | @State_of_Search @navahf @WordStream 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. | @State_of_Search @navahf @WordStream 8 • Lives on his phone and loves connecting people. He somehow manages to be the life of the party and super chill at the same time. • Looking for an adventure buddy, and will get bored if the relationship turns predictable. • Sometimes gets in trouble for their openness, and doesn’t always get taken seriously despite being quietly loaded. Meet Fun Facebook
  9. 9. | @State_of_Search @navahf @WordStream 9 In the Old Days, Advertising was a Monogamous Relationship
  10. 10. | @State_of_Search @navahf @WordStream 10 It was Usually With Google Ads
  11. 11. | @State_of_Search @navahf @WordStream 11 This Worked for a While, but Then Sticker Shock Set in for All Those Expensive Cocktails (clicks)
  12. 12. | @State_of_Search @navahf @WordStream 12 On Average, Adwords Requires at Least $750 Ad Spend Per Month.
  13. 13. | @State_of_Search @navahf @WordStream 13 Daily Budgets Needed For AT LEAST One Lead Based on 2018 Average CPC Monthly budget will be 30.4 X daily budget
  14. 14. | @State_of_Search @navahf @WordStream 14 Display Auction Prices are More Reasonable
  15. 15. | @State_of_Search @navahf @WordStream 15 Bing Requires at Least $450
  16. 16. | @State_of_Search @navahf @WordStream 16 Facebook can get by on $250 (highly dependent on initiative)
  17. 17. | @State_of_Search @navahf @WordStream 17 No One Network Should Get All Your Budget – Let’s Shed the Confines of Budget Monogamy!
  18. 18. 18| @State_of_Search @navahf @WordStream nhopkins@wordstream.com Making Your Budget Work on Google Ads
  19. 19. | @State_of_Search @navahf @WordStream 19 Let’s get to know each other
  20. 20. | @State_of_Search @navahf @WordStream 20 How Much Do You Make When A Prospect Becomes a Customer?
  21. 21. | @State_of_Search @navahf @WordStream 21 Are All Parts of Your Business Equal, or Should We Be Playing Favorites?
  22. 22. | @State_of_Search @navahf @WordStream 22 Can You Focus Your Advertising Efforts into Being a Big Fish in a Little Pond?
  23. 23. | @State_of_Search @navahf @WordStream 23 Depending On Your Answers, You Will Need to Use Some Filters
  24. 24. | @State_of_Search @navahf @WordStream 24 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
  25. 25. | @State_of_Search @navahf @WordStream 25 Location Can Make or Break the Mood
  26. 26. | @State_of_Search @navahf @WordStream 26 Keyword Choices Dictate How Far Your Budget Can Go Based on $369 spend between October 25th and November 23rd 2017
  27. 27. | @State_of_Search @navahf @WordStream 27 Broad Keywords Can Drag Your Budget into Unintended Auctions 162% More Than Average
  28. 28. | @State_of_Search @navahf @WordStream 28 In Many Cases, Controlling for Auction Price is Enough to include Google Ads in Initial Touch Plans
  29. 29. | @State_of_Search @navahf @WordStream 29 Sometimes the Average CPC is Just Too High…
  30. 30. | @State_of_Search @navahf @WordStream 30 Meet the Yentas of Online Advertising: Remarketing Lists for Search Ads & Customer Match
  31. 31. | @State_of_Search @navahf @WordStream 31 • 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:
  32. 32. | @State_of_Search @navahf @WordStream 32 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
  33. 33. | @State_of_Search @navahf @WordStream 3333
  34. 34. 34| @State_of_Search @navahf @WordStream nhopkins@wordstream.com Display: The Audience Builder
  35. 35. | @State_of_Search @navahf @WordStream 35 One of the Most Costly Mistakes Advertisers Make is Combining Search & Display in the Same Campaign
  36. 36. | @State_of_Search @navahf @WordStream 36 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
  37. 37. | @State_of_Search @navahf @WordStream 37 Honor Display’s Strategic Autonomy
  38. 38. | @State_of_Search @navahf @WordStream 38 Many Think Display is Just for Remarketing
  39. 39. | @State_of_Search @navahf @WordStream 39 Ignoring the Inexpensive Blitzing Power of Display
  40. 40. | @State_of_Search @navahf @WordStream 40 Get Access to Youtube Without Video Ads
  41. 41. | @State_of_Search @navahf @WordStream 41 How Many Audience Targets Do You See?
  42. 42. | @State_of_Search @navahf @WordStream 42 • Remarketing • Affinity • In-Market • Keyword targets
  43. 43. | @State_of_Search @navahf @WordStream 43 Display Can Bring Users Your Branded and Remarketing Search Campaigns are Poised to Pick-up $503 Budget 168,550 Impressions 701 Clicks *Average monthly budget, impressions and clicks across 4000 accounts (no budget over $50 and no budget under $1)
  44. 44. | @State_of_Search @navahf @WordStream 44 • Decide if mobile is worth the risk of app fingers • 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.
  45. 45. 45| @State_of_Search @navahf @WordStream nhopkins@wordstream.com How to Make the Most of Your Bing Budget
  46. 46. | @State_of_Search @navahf @WordStream 46 Bing Works Because a Lot of the Search Rules of Engagement are the Same
  47. 47. | @State_of_Search @navahf @WordStream 47 It Can be As Easy as Hitting the Import Button
  48. 48. | @State_of_Search @navahf @WordStream 48 • Ad group level location and schedules • No “unknown” demographics (just can’t completely exclude). • Target specific search partner sites. Budget-Saving Bing Unique Traits
  49. 49. | @State_of_Search @navahf @WordStream 49 • 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:
  50. 50. | @State_of_Search @navahf @WordStream 50 It’s Much Easier to Own 90%+ Impression Share on Bing Than AdWords
  51. 51. 51| @State_of_Search @navahf @WordStream nhopkins@wordstream.com Facebook: Where the Rules Don’t Matter and Everyone Gets to Play
  52. 52. | @State_of_Search @navahf @WordStream 52 Facebook Takes Us into Uncharted Structure Territory – the Ad Set, Not the Campaign Holds Strategic Control
  53. 53. | @State_of_Search @navahf @WordStream 53 Given that Facebook Charges in CPM – the Most Strategic Energy Should be Focused on the Copy (Don’t Reuse Your Display Ads)
  54. 54. | @State_of_Search @navahf @WordStream 54 Too Broad
  55. 55. | @State_of_Search @navahf @WordStream 55 If You’re Working With $500 or Less, Use At Least One Prebuilt Audience
  56. 56. | @State_of_Search @navahf @WordStream 56 The key is Getting Your Message in Front of the Right User (and Not Lumping Your Users Together)
  57. 57. | @State_of_Search @navahf @WordStream 57 Same Copy: Drastically Different Results! • 19 conversions vs 0 • 2,144 impressions vs. 3,782 • 76 clicks vs 179
  58. 58. | @State_of_Search @navahf @WordStream 58 Always Include at Least One Location Target (Ideally More Focused Than a Whole Country)
  59. 59. | @State_of_Search @navahf @WordStream 59 Average CPC is a Good Indicator if Your Copy is Engaging or Getting Friendzoned
  60. 60. | @State_of_Search @navahf @WordStream 60 Story Ads Are Here!
  61. 61. | @State_of_Search @navahf @WordStream 61 • 82% of branded audiences would rather watch a live video than a social share. • Average watch time is 3.5 minutes. • Companies using video see 41% more search traffic than those who don’t. Facebook Live is Accessible and Profitable: Livestream.com
  62. 62. 62| @State_of_Search @navahf @WordStream nhopkins@wordstream.com Getting Your Lovelies to Play together
  63. 63. | @State_of_Search @navahf @WordStream 63 We’ve Explored Each Network’s Budget Optimization Powers
  64. 64. | @State_of_Search @navahf @WordStream 64 But as Ryan said, “we want all the scoops...with pine nuts on top!”
  65. 65. | @State_of_Search @navahf @WordStream 65 By running campaigns on cheaper networks, you can charm your way into Google:
  66. 66. | @State_of_Search @navahf @WordStream 66 Sync in Audience segments for analytics to capture cross network audiences
  67. 67. | @State_of_Search @navahf @WordStream 67 You can either overcome the reason your organic traffic bounced, or outright exclude them (since they’re coming to you anyway)
  68. 68. | @State_of_Search @navahf @WordStream 68 In-Market Audiences Now Available on Search, Display, and Bing *On Google Ads and Bing
  69. 69. 69| @State_of_Search @navahf @WordStream nhopkins@wordstream.com Case Studies
  70. 70. | @State_of_Search @navahf @WordStream 70 Client Story: The Facility
  71. 71. | @State_of_Search @navahf @WordStream 71 • 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:
  72. 72. | @State_of_Search @navahf @WordStream 72 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
  73. 73. | @State_of_Search @navahf @WordStream 73 We’re still growing!
  74. 74. | @State_of_Search @navahf @WordStream 74 Client Story: A & A Machinery
  75. 75. | @State_of_Search @navahf @WordStream 75 • 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:
  76. 76. | @State_of_Search @navahf @WordStream 76 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
  77. 77. | @State_of_Search @navahf @WordStream 77 Still growing!
  78. 78. | @State_of_Search @navahf @WordStream 78 But Navah, They Eventually Grew Their Spend Past $1000…
  79. 79. | @State_of_Search @navahf @WordStream 79 Of Course They Did – Once You Get the Machine Working, Putting More Money in Means More Leads/Sales
  80. 80. | @State_of_Search @navahf @WordStream 80 The Goal of Most Businesses is to Grow Scalably
  81. 81. 81| @State_of_Search @navahf @WordStream nhopkins@wordstream.com Let’s Go on a Date With Profit!
  82. 82. | @State_of_Search @navahf @WordStream 82 Action Item #1: Audit All Networks for Auction Prices That Could Be Running Away With Your Budget.
  83. 83. | @State_of_Search @navahf @WordStream 83 Action Item #2: Build in Remarketing Lists So Your Ad Spend Can Empower Itself Rather Than Live in a Vacuum
  84. 84. | @State_of_Search @navahf @WordStream 84 Action Item #3: Audit Your Copy For Each Stage of the Buying Cycle
  85. 85. | @State_of_Search @navahf @WordStream 85 Action Item #4: Conduct an Honest Audit of Your Business’s Profit Centers, Lead Values, and Growth Trajectories
  86. 86. | @State_of_Search @navahf @WordStream 86 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!
  87. 87. @State_of_Search @navahf @WordStream nhopkins@wordstream.com © Copyright 2017 WordStream, Inc. All rights reserved. Thanks! Questions? Navah Hopkins nhopkins@wordstream.com

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