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What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know

The typical small business spends $1,200 a month on PPC & wastes over 25% of their budget! This is generally due to haphazard approaches to account structure & quality score. Are you wasting dollars?

Join us Thursday, October 29th as WordStream & Hanapin Marketing showcase trending topics & strategies for building a foundation for PPC campaigns.

Learn tactics from our industry experts like:
-Best Practices for Campaign Structure
-Budget Allocation
-Ad Copy Theory

What You Dont Know Can Hurt You: 4 PPC Strategies Everyone Should Know

  1. 1. 1
  2. 2. 2 Today’s Speakers Chadd Powell Hanapin Thought Leader Navah Hopkins Wordstream Thought Leader
  3. 3. 3 Launch Poll
  4. 4. 4 Today’s Agenda • Account Structure • Budget • Ad Copy Theory • Quality Score
  5. 5. 5 Account Structure & Campaign Types
  6. 6. 6 Let’s Start With The Basics Client Center (MCC) Account Campaign Ad Group Keywords Ads Ad Group Keywords Ads Campaign Ad Group Keywords Ads Ad Group Keywords Ads Account Campaign Ad Group Keywords Ads
  7. 7. 7 Ratios To Live By 1:7 1:30 1:3 Campaign to Ad Groups Ad Group to Keywords Ad Group to Ads
  8. 8. 8 Breaking Down The Strategies Service/Product Campaigns – AKA Consistent Tom Brady Research Campaigns – AKA Experimenting Scientist Competitor Campaigns – AKA Customer Sniping Ninja Branded Campaigns – AKA Super Metric Cheerleader
  9. 9. 9 Product & Service Campaigns
  10. 10. 10 Branded Campaigns
  11. 11. 11 Competitive Campaigns
  12. 12. 12 Research Campaigns Research Campaigns – AKA Experimenting Scientist
  13. 13. 13 Tips for Structuring Accounts in Facebook • Facebook is a mobile first platform.  Monthly Active Users: 1.49 billion (Q2 2015) 13% year over year growth  Mobile Monthly Active Users: 1.31 billion (Q2 2015) 23% year over year growth • It’s also an awareness generating machine.  Get your ad in front of a large and growing audience.  Potential to go viral with likes, comments, shares, etc.
  14. 14. 14 Tips for Structuring Accounts in Facebook Where should you start with your account structure? 1. First, figure out your goals/KPI’s and how Facebook can help. – Customer Growth versus Incremental Revenue – Want to test Facebook? Start with remarketing. 2. Second, segment mobile and desktop. 3. Third, understand your customers/clients and build your Facebook audiences accordingly.  Not sure about what audiences to use? Use audience insights from your remarketing efforts.
  15. 15. 15 Budget
  16. 16. 16 Questions To Ask Before You Begin Budget = number of clicks that fit in a day. *Set the budget knowing Google will average it over a 30.4 day period. • What are customers worth to me? • Does seasonality impact my business? • Are conversions “true” conversions or just the beginning of the sale?
  17. 17. 17 Budgets Across Campaign Types Service/Product Campaigns: 60-70% Research Campaigns: 10-15% Competitor Campaigns: 10-15% Branded Campaigns: 15-20%
  18. 18. 18 Budgets Start Small
  19. 19. 19 But Grow As Converted Clicks Grow
  20. 20. 20 Don’t Be Afraid To Move Budget
  21. 21. 21 Budgeting in Facebook – It’s Mobile First  For most brands and services, majority of budget goes mobile.  Cost per clicks tend to be cheaper (10-20%) leading to potentially cheaper conversions and leads. *Do be aware of B2B desktop performance hiding in the shadows. Facebook has a huge amount of mobile users….
  22. 22. 22 Budgeting in Facebook – It’s Mobile First So you segmented your budget by device, but want more?  Are you using a funnel based marketing strategy?  If so, split your budget according to growth and/or efficiency goals. Growth 70/30 – Drive Customer Growth and Awareness Safe and Efficient 40/60 – Drive Incremental Revenue
  23. 23. 23 Ad Copy Theory
  24. 24. 24 Ad Copy Is An Art & Science
  25. 25. 25 Rules Of Engagement 1. Make sure the headline flows well with line one. 2. Always punctuate your ads. 3. Capitalize the first letter of every word. 4. Keep ad copy grounded in keywords – save promotional statements for call out extensions. 5. Make sure the landing page promotes a concise path to conversion.
  26. 26. 26 Don’t Be Afraid To Express Your Brand
  27. 27. 27 Always Include Extensions 1 2 3 4 1. Call out: 25 character promotional statement 2. Structured Snippet: Up to 10 25 character snippets 3. Review Extension: review from a third party who’s purpose is to review content (not yelp) 4. Site links: navigational prompts to help on the path to conversion. 5. Call Extensions (not shown): Phone number associated with business or call tracking number 6. Location Extension (not shown): Address associated with Google My business Profile.
  28. 28. 28 A/B Test But Maintain The Ratios
  29. 29. 29 Crafting a Good Ad in Facebook Tailor Ad Copy and Images to the Platform  Facebook is used for sharing with family, friends, and community.  It lacks the intent of the search engines, but the reach is immense.  You must grab people from their social browsing.  What would grab your attention?
  30. 30. 30 Crafting a Good Ad in Facebook It starts with…..Images!  Introduce your brand in the image.  Avoid stock images if at all possible. Users can spot them a mile away.
  31. 31. 31 Crafting a Good Ad In Facebook…Cont. Match the ad format to your strategy: Remarketing • Use the carousel ad format • Tie it to a product feed for hyper relevance. Brand Awareness • Try the single image format • Introduce your brand with a big and bold image that creates interest.
  32. 32. 32 Quality Score
  33. 33. 33 Quality Score Is A Glorified Report Card 1 5 10 • Low keyword to ad to landing page relevancy. • Low CTR • Not Transactional SERP • High keyword to ad to landing page relevancy. • High CTR • Transactional SERP
  34. 34. 34 Strive For 5 A quality score of 5+ means you get a discount on clicks. A quality score of 4 or lower means you pay a premium. P.S. Google resets quality scores all the time.
  35. 35. 35 Quality Score Tendencies Across Campaigns Service/Product Campaigns: average to good quality score Research Campaigns: wild card quality scores Competitor Campaigns: poor to average quality scores Branded Campaigns: good quality scores
  36. 36. 36 Quality Score in Facebook? They Call it Relevance! What does relevance mean in Facebook?  Similar to Adword’s quality score, it attempts to measure audience response.  Calculated after you achieve 500 or more impressions on a score of 1-10. How to use it?  Higher relevancy score can lead to more impressions and cheaper CPC’s.  Ad Exhaustion – Relevancy number declining over time? Time for a new ad.  Test Creative – Test ads against audiences to find higher relevancy scores. Issues?  You can get good performance with a lower relevancy score.  A good relevance score with a high bid will beat out an excellent relevance score with a low bid.
  37. 37. 37 Launch Poll
  38. 38. 38
  39. 39. 39 @NavahF@ChaddPowell