Paid search and social session on strategies and structures to find and convert your perfect leads using audiences, extensions, ads, and landing pages.

1. LIVE WEBINAR
Finding & Acquiring The Right Leads For
Your Business
Navah Hopkins

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A Bit About Me
Navah Hopkins
Director of Paid Media

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Marketing Is Like A Dating Show

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Behind Curtain #1…

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Curtain #1: “The Pig in Lipstick”
• Meets very few or none of your
“good customer” criteria.
• Never going to buy, but
engages with sales team
anyway.
• Engages with all free content.
Sometimes complains on social
media about your marketing
efforts

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Behind Curtain #2…

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Curtain #2:“Beer Goggles”
• Meets most of your “good
customer” criteria.
• Not ready to buy now –
discovering the options for 1-2
years down the road.
• Engages with your free content.

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Behind Curtain #3…

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Curtain #3: Not So Easy

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• Round 1: Identify Your Best Customers
• Round 2: Business Operations
• Round 3: Ad Copy + Landing Pages
Let’s Play PPC Matchmaker!

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• The two questions you must ask yourself:
• What types of businesses are you after?
• What types of “bogus” leads make your blood
boil?
Industry Identification

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• How might the ideal
customer search?
• How does the wrong
customer search?
Put Yourself In Their Shoes

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Different Ways Of Searching Have Different
Auction Prices
Based on $369
spend between
October 25th and
November 23rd 2019

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In-Market & Custom Affinity Audiences Save The Day!

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Budget Accordingly!
• Intent campaign
• Maximize
impression share
• General campaign
• Smaller budget
• Discover new
intent terms

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How Much Do They Need To Make?
Small Business Enterprise
Who will you serve?

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Can They Afford A Long Term Commitment?

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Revenue Tiers For Prospects
Has Need, No Funds
Limited Need, Has Funds
Has Need & Funds

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• Within target industry,
who are the decision
makers?
• Who usually contacts
you first, and who
ultimately buys?
Position Of Prospect

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• Write ads that speak
directly to your
target!
Position Of Prospect

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Microsoft Advertising Saves The
Day With LinkedIn Targeting!

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Scheduling: Strike When the Time is Right
This is a work
purchase – prospects
will transact at work.

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Scheduling: Advertise When You Value Leads
But I’m
married…

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Taking Two Hours Off Schedule Can
Dramatically Increase CTR
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
All Hours & Days Business Hours Focus on Power Hours
CTR Jan 2019-March 2019
CTR
3.5%Average taken from 100
client accounts

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Location – Pick Winning Markets
Don’t forget bid
modifiers!

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Location – Pick Winning Markets
Bid modifiers focus the budget on
your best markets and protect your
budget from underperformers!

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Location – Account For Variations in CPC &
Searches
Don’t target more than
one country in a
campaign!

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Round 1: What Did We Learn?
✔ Start by Identifying Your Top Verticals
✔ Choose Keywords that Show Buying Intent
✔ Focus Marketing Efforts on Prospects in Ideal Revenue Tiers
✔ Write Ad Copy that Speaks to the Position of the Prospect
✔ Schedule Your Ads For Power Hours
✔ Leverage Location Targeting to Focus Your Budget

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• Round 1: Identify Your Best Customers
• Round 2: Business Operations
• Round 3: Ad Copy + Landing Pages
Let’s Play PPC Matchmaker!

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Let’s Start With A Basic Equation
(100 Clicks X .25 CPC) X 35% Conversion Rate
Budget!
=

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Who’s Better At Closing Your Leads?
• Customer confirms business need
themselves
• More automatic process – scale is easier
• Relationships close the deal
• Education process important
VS.
Site/Tool Sales Team

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Figuring Out Volume of Clicks Needed
(100 Clicks X .25 CPC) X 35% Conversion Rate
Budget!
=

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How Many New Customers Can You Support?
Last time I go out
with this
loser…he’s lost my
business for good!

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Are All Customers Worth The Same?

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Campaigns For Sales Teams & High Touch
Retargeting
Demos/Consultation
Whitepapers/Webinars
General Service

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Campaigns For Trials & Low Touch
Retargeting
Trial
Affiliate Programs
General Service

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Figuring Out Conversion Rate
(100 Clicks X .25 CPC) X 35% Conversion Rate
Budget!
=

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Let’s Talk Conversion Value
Have you found the one? Let’s convert them!

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Lead to Conversion Ratio?
Odds are, you won’t have 100% conversion rate – know your lead to conversion ratio by phone
call/form-fill.
Your sales game is
weak, no way I’m
giving you my
number!

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Which Marketing Channel Did They Come
From?
VS.

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How Quickly Will You Profit From The Action?
I hope we
kiss…and she
signs up for
annual prepay

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Conversions Should Only Track Profitable
Interactions
SUCCESS!!!!!!!!
Sale Made!!

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Budget Approved!
Will you
spend my
marketing
budget?

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Life-Time Value?

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Is There Upsell Opportunity?
I hope I can upsell into
getting a second
date…

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Do You Trust Your Conversions?

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Round 2: What Did We Learn?
✔ How To Solve Your Budget Equation!
✔ Questions That Govern Success In PPC!
✔ Best Campaigns For Your Best Closer!
✔ Calculating Conversion Values & CPAs

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• Round 1: Identify Your Best Customers
• Round 2: Business Operations
• Round 3: Ad Copy + Landing Pages
Let’s Play PPC Matchmaker!

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• Serves as the final
point of security
between search
queries and the click
you pay for
• Write copy that speaks
directly to your ideal
customer
Ad Copy

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• A/B test ads that
include pricing vs ads
that don’t
• Prevent clicks from
imposters who won’t
pay the price
Ad Copy Can Be Self-Selecting

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• Improve CTR by extending ad and highlighting intriguing
options like product videos
• Send qualified clicks directly to conversion actions like
demos, trials and white paper downloads
Ad Extensions: Sitelinks

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• Gives ad an extra line of description
• Perfect for listing services offered
Ad Extensions: Structured Snippets

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• Force competition out of
the picture
• Share pricing upfront
• Exact pricing not
necessary
Ad Extensions: Price Extensions

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Conversion Rates Increase The More a Person Sees Your
Ad

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Display Average CPC’s Are Cheaper – Build Your
Perfect Audience to Be Picked Up By Search
Remarketing
10%
conversion
rate vs 4%
conversion
rate

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Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to
Pick-up
$500
Monthly
Budget
168550
Monthly
Impressions
701
Monthly
Clicks
*Average monthly budget, impressions and clicks across
4000 accounts (no budget over $50 and no budget under
$1)

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By running campaigns on other networks, you can
expand your Google market:

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Don’t Forget To Get Off Last Click Attribution!

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• Allow navigation
• Prospects will likely
need information and
a feeling of familiarity
with your business
before deciding to
convert
Landing Pages

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• Utilize trust symbols and
testimonials
• Establish credibility with
industry-specific sources
Landing Pages

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Landing Pages: Make it easy for prospects to convert

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• Place phone number
prominently and
throughout site (if
phone calls are desired)
• Clickable from mobile
devices
Landing Pages

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Round 3: What Did We Learn?
✔ Use Pricing to Write Self-Selecting Ad Copy
✔ Create Expanded Text Ads for More Engaging Ads
✔ Enable Ad Extensions to Send Qualified Visitors Directly to
Conversion Actions
✔ Send Clicks to Transparent, Informational Landing Pages that Make
it Easy for Prospects to Convert When Ready

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• Round 1: Identify Your Best Customers
• Round 2: Business Operations
• Round 3: Ad Copy + Landing Pages
Let’s Play PPC Matchmaker!

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Behind Curtain #3…

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A Profitable Partner!
• Meets all of your “good customer”
criteria.
• Has a business need that coincides
with average selling cycle.
• Engages with free content, and
once a customer, shares their love
of your amazing product.

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Let’s Take Our Marketing To The Next Level

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• Round 1: Identify Your Best Customers
• Round 2: Business Operations
• Round 3: Ad Copy + Landing Pages
We Hope You Enjoyed Playing PPC Match-
Maker!

70. Thank you! Questions?
Navah Hopkins
navah@hennessey.com
@navahf