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Paid Search and Paid Social Media Made Easy

by Navah Hopkins

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LIVE WEBINAR
Finding & Acquiring The Right Leads For
Your Business
Navah Hopkins
| @navahf 2
A Bit About Me
Navah Hopkins
Director of Paid Media
| @navahf 3
Marketing Is Like A Dating Show
| @navahf 4
Behind Curtain #1…
| @navahf 5
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
| @navahf 6
Behind Curtain #2…

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Paid Search and Paid Social Media Made Easy

  • 1. LIVE WEBINAR Finding & Acquiring The Right Leads For Your Business Navah Hopkins
  • 2. | @navahf 2 A Bit About Me Navah Hopkins Director of Paid Media
  • 3. | @navahf 3 Marketing Is Like A Dating Show
  • 4. | @navahf 4 Behind Curtain #1…
  • 5. | @navahf 5 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
  • 6. | @navahf 6 Behind Curtain #2…
  • 7. | @navahf 7 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.
  • 8. | @navahf 8 Behind Curtain #3…
  • 9. | @navahf 9 Curtain #3: Not So Easy
  • 10. | @navahf 10 • Round 1: Identify Your Best Customers • Round 2: Business Operations • Round 3: Ad Copy + Landing Pages Let’s Play PPC Matchmaker!
  • 11. | @navahf 11 • 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
  • 12. | @navahf 12 • How might the ideal customer search? • How does the wrong customer search? Put Yourself In Their Shoes
  • 14. | @navahf 14 Different Ways Of Searching Have Different Auction Prices Based on $369 spend between October 25th and November 23rd 2019
  • 15. | @navahf 15 In-Market & Custom Affinity Audiences Save The Day!
  • 16. | @navahf 16 Budget Accordingly! • Intent campaign • Maximize impression share • General campaign • Smaller budget • Discover new intent terms
  • 17. | @navahf 17 How Much Do They Need To Make? Small Business Enterprise Who will you serve?
  • 18. | @navahf 18 Can They Afford A Long Term Commitment?
  • 19. | @navahf 19 Revenue Tiers For Prospects Has Need, No Funds Limited Need, Has Funds Has Need & Funds
  • 20. | @navahf 20 • Within target industry, who are the decision makers? • Who usually contacts you first, and who ultimately buys? Position Of Prospect
  • 21. | @navahf 21 • Write ads that speak directly to your target! Position Of Prospect
  • 22. | @navahf 22 Microsoft Advertising Saves The Day With LinkedIn Targeting!
  • 23. | @navahf 23 Scheduling: Strike When the Time is Right This is a work purchase – prospects will transact at work.
  • 24. | @navahf 24 Scheduling: Advertise When You Value Leads But I’m married…
  • 25. | @navahf 25 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
  • 26. | @navahf 26 Location – Pick Winning Markets Don’t forget bid modifiers!
  • 27. | @navahf 27 Location – Pick Winning Markets Bid modifiers focus the budget on your best markets and protect your budget from underperformers!
  • 28. | @navahf 28 Location – Account For Variations in CPC & Searches Don’t target more than one country in a campaign!
  • 29. | @navahf 29 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
  • 30. | @navahf 30 • Round 1: Identify Your Best Customers • Round 2: Business Operations • Round 3: Ad Copy + Landing Pages Let’s Play PPC Matchmaker!
  • 31. | @navahf 31 Let’s Start With A Basic Equation (100 Clicks X .25 CPC) X 35% Conversion Rate Budget! =
  • 32. | @navahf 32 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
  • 33. | @navahf 33 Figuring Out Volume of Clicks Needed (100 Clicks X .25 CPC) X 35% Conversion Rate Budget! =
  • 34. | @navahf 34 How Many New Customers Can You Support? Last time I go out with this loser…he’s lost my business for good!
  • 35. | @navahf 35 Are All Customers Worth The Same?
  • 36. | @navahf 36 Campaigns For Sales Teams & High Touch Retargeting Demos/Consultation Whitepapers/Webinars General Service
  • 37. | @navahf 37 Campaigns For Trials & Low Touch Retargeting Trial Affiliate Programs General Service
  • 38. | @navahf 38 Figuring Out Conversion Rate (100 Clicks X .25 CPC) X 35% Conversion Rate Budget! =
  • 39. | @navahf 39 Let’s Talk Conversion Value Have you found the one? Let’s convert them!
  • 40. | @navahf 40 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!
  • 41. | @navahf 41 Which Marketing Channel Did They Come From? VS.
  • 42. | @navahf 42 How Quickly Will You Profit From The Action? I hope we kiss…and she signs up for annual prepay
  • 43. | @navahf 43 Conversions Should Only Track Profitable Interactions SUCCESS!!!!!!!! Sale Made!!
  • 44. | @navahf 44 Budget Approved! Will you spend my marketing budget?
  • 46. | @navahf 46 Is There Upsell Opportunity? I hope I can upsell into getting a second date…
  • 47. | @navahf 47 Do You Trust Your Conversions?
  • 48. | @navahf 48 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
  • 49. | @navahf 49 • Round 1: Identify Your Best Customers • Round 2: Business Operations • Round 3: Ad Copy + Landing Pages Let’s Play PPC Matchmaker!
  • 50. | @navahf 50 • 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
  • 51. | @navahf 51 • 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
  • 52. | @navahf 52 • 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
  • 53. | @navahf 53 • Gives ad an extra line of description • Perfect for listing services offered Ad Extensions: Structured Snippets
  • 54. | @navahf 54 • Force competition out of the picture • Share pricing upfront • Exact pricing not necessary Ad Extensions: Price Extensions
  • 55. | @navahf 55 Don’t Forget About Facebook! 26% Of Clicks Result In A Conversion (Spark Central)
  • 56. | @navahf 56 • Attention grabbing and easy to process • Calls to action align with actions on landing page. • Creative is mobile first in nature What Makes For A Good Facebook Ad
  • 57. | @navahf 57 • Average CPC is $1.72, but this is determined by how many folks click on your ad! • Now that budgets are campaign level choices, be sure you’re choosing the right objective for how you judge ROI! • 19% of time spent on mobile is on Facebook. Facebook Budgets
  • 58. | @navahf 58 Conversion Rates Increase The More a Person Sees Your Ad
  • 59. | @navahf 59 Display Average CPC’s Are Cheaper – Build Your Perfect Audience to Be Picked Up By Search Remarketing 10% conversion rate vs 4% conversion rate
  • 60. | @navahf 60 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)
  • 61. | @navahf 61 By running campaigns on other networks, you can expand your Google market:
  • 62. | @navahf 62 Don’t Forget To Get Off Last Click Attribution!
  • 63. | @navahf 63 • Allow navigation • Prospects will likely need information and a feeling of familiarity with your business before deciding to convert Landing Pages
  • 64. | @navahf 64 • Utilize trust symbols and testimonials • Establish credibility with industry-specific sources Landing Pages
  • 65. | @navahf 65 Landing Pages: Make it easy for prospects to convert
  • 66. | @navahf 66 • Place phone number prominently and throughout site (if phone calls are desired) • Clickable from mobile devices Landing Pages
  • 67. | @navahf 67 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
  • 68. | @navahf 68 • Round 1: Identify Your Best Customers • Round 2: Business Operations • Round 3: Ad Copy + Landing Pages Let’s Play PPC Matchmaker!
  • 69. | @navahf 69 Behind Curtain #3…
  • 70. | @navahf 70 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.
  • 71. | @navahf 71 Let’s Take Our Marketing To The Next Level
  • 72. | @navahf 72 • Round 1: Identify Your Best Customers • Round 2: Business Operations • Round 3: Ad Copy + Landing Pages We Hope You Enjoyed Playing PPC Match- Maker!
  • 73. Thank you! Questions? Navah Hopkins navah@hennessey.com @navahf