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How to Survive and Thrive at SMB PPC By Kirk Williams

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Survive & Thrive With SMB PPC - Given by Kirk Williams, @PPCKirk - ZATO, Owner & Minion. #SMX #23B1

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How to Survive and Thrive at SMB PPC By Kirk Williams

  1. 1. #SMX #24B1 @PPCKIRK How to Survive & Thrive at SMB PPC
  2. 2. #SMX #24B1 @PPCKIRK THE BIG QUESTION ABOUT LITTLE PPCCan SMB PPC really work? Or are we destined to be outbid and out-budgeted by the big brands? Source: Sportsmanagementdegreehub.com/wp-content/uploads/2013/06/5.-Greg-Grant.jpg
  3. 3. #SMX #24B1 @PPCKIRK Definition of SMB (for us)
  4. 4. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local
  5. 5. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account
  6. 6. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service
  7. 7. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service Low Budget < $2500
  8. 8. #SMX #24B1 @PPCKIRK SMB requires skill, since you can’t “just throw budget at it.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits
  9. 9. #SMX #24B1 @PPCKIRK Kirk Williams, @PPCKirk Blogger: Search Engine Land, Moz, PPC Hero, Wordstream, Klientboost Speaker: SMX, Hero Conf, Confluence Con, State of Search, SLC DMC Billings, MT
  10. 10. #SMX #24B1 @PPCKIRK “Worthless man.” My Mother- in-Law says I do PCP.
  11. 11. #SMX #24B1 @PPCKIRK “Worthless man.” My Mother- in-Law says I do PCP.
  12. 12. #SMX #24B1 @PPCKIRK “This is how we are going to rock at SMB PPC.”
  13. 13. #SMX #24B1 @PPCKIRK 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!”
  14. 14. #SMX #24B1 @PPCKIRK SEARCH Account Structure HOTLY DEBATED
  15. 15. #SMX #24B1 @PPCKIRK Chuck Norris’ opinion (and mine): WHACK
  16. 16. #SMX #24B1 @PPCKIRK “Why, segment SMB Campaigns by Match Type, by jove.” MORE WHACKS
  17. 17. #SMX #24B1 @PPCKIRK Account Organization & Budgeting Separate Campaigns by Match Type (OK, with some SKAGS) for Budget Control
  18. 18. #SMX #24B1 @PPCKIRK Remarketing (more on this later) Display Remarketing Search Remarketing
  19. 19. #SMX #24B1 @PPCKIRK Bing Ads: USE IT
  20. 20. #SMX #24B1 @PPCKIRK Naming Campaigns: Avoid Confusion
  21. 21. #SMX #24B1 @PPCKIRK Naming Campaigns: Avoid Confusion
  22. 22. #SMX #24B1 @PPCKIRK So Remember: The slower the getaway car, the more important a good head-start.
  23. 23. #SMX #24B1 @PPCKIRK SMB PPC TIP 2 Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!”
  24. 24. #SMX #24B1 @PPCKIRK In SMB PPC, Budgeting Well is as Essential as…
  25. 25. #SMX #24B1 @PPCKIRK Tip 1: My SMB Automated Budget Rule Strategy Pause & assign campaign labels throughout the month
  26. 26. #SMX #24B1 @PPCKIRK My SMB Automated Budget Rule Strategy
  27. 27. #SMX #24B1 @PPCKIRK Tip 2: Shared Budgets: An SMB Win!  Keep TOP (or big spender) campaigns separated  Split Remaining Campaigns into Shared Budgets
  28. 28. #SMX #24B1 @PPCKIRK Tip 3: Investigate Shape (formerly Steadybudget)  Not a paid ad   Pull in Google + Bing + FB to control *total* budget  See projections
  29. 29. #SMX #24B1 @PPCKIRK Tip 4: SMB Budget Requests  Don’t be a Google rep
  30. 30. #SMX #24B1 @PPCKIRK  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. #SMX #24B1 @PPCKIRK  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. #SMX #24B1 @PPCKIRK So Remember: Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!”
  33. 33. #SMX #24B1 @PPCKIRK SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
  34. 34. #SMX #24B1 @PPCKIRK Keyword Targeting Prioritize [exact]
  35. 35. #SMX #24B1 @PPCKIRK Keyword Targeting Build out top terms into SKAGs
  36. 36. #SMX #24B1 @PPCKIRK SMB KW Research – No Monthly $$ Required!
  37. 37. #SMX #24B1 @PPCKIRK Remarketing Audiences SMB RLSA FTW
  38. 38. #SMX #24B1 @PPCKIRK Remarketing Audiences
  39. 39. #SMX #24B1 @PPCKIRK Remarketing Audiences
  40. 40. #SMX #24B1 @PPCKIRK 3 Reasons to Separate RLSA from Search Random bid modifiers = monsters 1
  41. 41. #SMX #24B1 @PPCKIRK 1 Random bid modifiers = monsters 2 Return customers ≠ new customers 353% Increase in ROAS 588% Increase in CVR Shopping Client vs 3 Reasons to Separate RLSA from Search
  42. 42. #SMX #24B1 @PPCKIRK 1 Random bid modifiers = monsters 2 Return customers ≠ new customers 3 Budget control, FTW 3 Reasons to Separate RLSA from Search
  43. 43. #SMX #24B1 @PPCKIRK Lists = User Behavior + Micro-Conversions
  44. 44. #SMX #24B1 @PPCKIRK SO REMEMBER Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
  45. 45. #SMX #24B1 @PPCKIRK SMB PPC TIP 4 Report Like a Tattletale “your CPA rose inexplicably”
  46. 46. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 1: Your clients are busy. Don’t waste their attention with pointless metrics
  47. 47. #SMX #24B1 @PPCKIRK E.g., bounce rate = pointless metric.
  48. 48. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 2: Don’t Over-report Don’t waste your or their time with low budget weekly reporting
  49. 49. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 3: Make it Pretty They don’t have time to page through excel files.
  50. 50. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 3: Make it Pretty They don’t have time to page through excel files. kerpow
  51. 51. #SMX #24B1 @PPCKIRK My Reporting Tool Recommendation
  52. 52. #SMX #24B1 @PPCKIRK SO REMEMBER Report Like a Tattletale “your CPA rose inexplicably”
  53. 53. #SMX #24B1 @PPCKIRK So, can SMB PPC Really Work??? Are we destined to be outbid and outgunned buy bigger competitors?
  54. 54. #SMX #24B1 @PPCKIRK YES, SMB PPC can work, if we:  Set up our accounts well  Target accurately  Budget Intelligently  Communicate well
  55. 55. #SMX #24B1 @PPCKIRK Thank You! Slides + Links: zatomarketing.com/smb-ppc

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