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Making Your Budget Stretch: How to Pull Off PPC for SMBs - HeroConf London Presentation

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In this presentation given at HeroConf London, Kirk Williams discusses how to manage PPC well with a limited budget.

“You have to spend money to make money” is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition.

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Making Your Budget Stretch: How to Pull Off PPC for SMBs - HeroConf London Presentation

  1. 1. Title Subtitle Body text HOW TO PULL OFF PPC FOR SMBs Kirk Williams Owner, ZATO Marketing
  2. 2. Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service
  3. 3. Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service Low Budget < $2500
  4. 4. THE BIG QUESTION ABOUT LITTLE PPC Source: Sportsmanagementdegreehub.com/wp- content/uploads/2013/06/5.-Greg-Grant.jpg Can SMB PPC really work? Or are we destined to be outbid and out-budgeted by the big brands?
  5. 5. Google right now with SMBs:
  6. 6. …buuuuuut, SMB reality.
  7. 7. “Where money is lacking, skill must abound.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits
  8. 8. The Williamsessses
  9. 9. Walk Across Montana Diagonally = 1,279 km
  10. 10. Walk from London to Liezen, Austria = 1,271 km
  11. 11. “This is how we are going to rock at SMB PPC.”
  12. 12. SMB PPC TIP 1 The slower the getaway car, the more important a good head-start. “It’s a setup! Step on it, Vinnie, drive!”
  13. 13. SMB SETUP STEP 1: Pick a great Search campaign structure.
  14. 14. SMB SETUP STEP 1: Pick a great Search campaign structure.
  15. 15. Chuck Norris’ opinion (and mine): WHACK
  16. 16. “Segment SMB Campaigns by Match Type, by jove.” MORE WHACKS
  17. 17. … because Budget Control.
  18. 18. SMB SETUP STEP 2: Start Remarketing immediately
  19. 19. SMB SETUP STEP 3: Start Bing Ads immediately (note: YMMV for non-US campaigns)
  20. 20. Naming Campaigns: Avoid Confusion
  21. 21. Naming Campaigns: Avoid Confusion
  22. 22. So Remember: The slower the getaway car, the more important a good head-start.
  23. 23. SMB PPC TIP 2 Budget Like You’re Not American. “don’t buy stuff you cannot afford!”
  24. 24. In SMB PPC, Budgeting Well is as Essential as, well…
  25. 25. Idea: Use Shared Budgets  Keep TOP (or big spender) campaigns separated
  26. 26. Idea: Use Shared Budgets  Keep TOP (or big spender) campaigns separated  Split Remaining Campaigns into Shared Budgets
  27. 27. Idea: Use ZATO’s SMB Automated Budget Rule Strategy Pause & assign campaign labels throughout the month
  28. 28. Tip 3: Investigate Shape (formerly Steadybudget)  Pull in Google + Bing + FB to control *total* budget  See budget projections
  29. 29. Tip 4: SMB Budget Requests  Don’t be a Google rep
  30. 30.  Don’t be a Google rep  Use. Data. SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month Tip 4: SMB Budget Requests
  31. 31.  Don’t be a Google rep  Use. Data.  Make hard, realistic recos SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month __________________ Suggestion: Raise to $2500 Tip 4: SMB Budget Requests
  32. 32. So Remember: Budget Like You’re Not American. “don’t buy stuff you cannot afford!”
  33. 33. SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
  34. 34. Target… Keywords Prioritize [exact]
  35. 35. Target… Keywords Build out top terms into SKAGs
  36. 36. Target… Keywords
  37. 37. Target… Remarketing for Search FYI SMB RLSA CPA FTW LOLZ
  38. 38. Google claims:
  39. 39. but…
  40. 40. 3 Reasons to Pull Out RLSA in SMB Accounts Random bid modifiers = monsters 1
  41. 41. 1 2 Return customers ≠ new customers 353% Increase in ROAS 588% Increase in CVR Shopping Client vs 3 Reasons to Pull Out RLSA in SMB Accounts
  42. 42. 3 Budget control, FTW 3 Reasons to Pull Out RLSA in SMB Accounts
  43. 43. TIP: Beating List Size Requirements User Behavior and/or Micro-Conversions
  44. 44. SO REMEMBER Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
  45. 45. SMB PPC TIP 4 Report Like a Tattletale
  46. 46. SMB Reporting Rule Number 1: Your clients are busy. Don’t waste their attention with pointless metrics
  47. 47. (Truth Bomb: bounce rate = pointless reporting metric)
  48. 48. SMB Reporting Rule Number 2: Don’t Over-report Don’t waste your or their time with low budget weekly reporting
  49. 49. SMB Reporting Rule Number 3: Make it Pretty
  50. 50. SMB Reporting Rule Number 3: Make it Pretty kerpow
  51. 51. My SMB Reporting Tool Recommendation
  52. 52. SO REMEMBER Report Like a Tattletale
  53. 53. Back to our Big Question: “Are we destined to be out-bid and out-budgeted by bigger competitors?”
  54. 54. In the words of a wise little green guy: “Your targeting choose wisely, you must. Then, out-maneuver your opponents, you can.”
  55. 55. Thanks! Slides + Links: zatomarketing.com/london-smb Twitter: @PPCKirk

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