Julie Warnecke Paid Media

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PPC (pay per click) is a powerful marketing tool
that can show measurable gains in ROI (return on
investment) when paired with a strong inbound marketing strategy.
PPC campaigns enable accelerated testing and deployment right away, verifying the real strength of product messaging, keywords, and conversion rates of your landing pages. Julie Warnecke, Principal and Founder of Found Search Media shows you how to intelligently pair PPC and inbound marketing.

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Julie Warnecke Paid Media

  1. 1. Foundsm: Proprietary and Confidential Information 1
  2. 2. Foundsm: Proprietary and Confidential Information 2 PPC & Inbound Pairing Paid Search with Inbound Marketing Strategies #GoInboundMktg
  3. 3. Foundsm: Proprietary and Confidential Information 33 Agenda • My Background • Paid Search – Introduction • Paid Search – Where we have come • Paid Search – How it helps with Inbound
  4. 4. Foundsm: Proprietary and Confidential Information 44 Paid Search – The Early Years
  5. 5. Foundsm: Proprietary and Confidential Information 55 Paid Search – The Early Years
  6. 6. Foundsm: Proprietary and Confidential Information 66 What is Paid Search? Internet advertising used to link directly to websites where advertisers pay publishers via a live auction model when a user clicks on an ad.
  7. 7. Foundsm: Proprietary and Confidential Information 77 What is Paid Search
  8. 8. Foundsm: Proprietary and Confidential Information 88 Where People Click on Paid Ads Position 1-3 Paid Ads 71.24% of all paid clicks Lower Position Paid Ads 28.76% of all paid clicks
  9. 9. Foundsm: Proprietary and Confidential Information 99 Purpose of Paid Search Elements Keywords Ad Copy • Anticipate what search queries consumers will use • Control the marketing message shown to users Landing Pages • Create customized pages to guide visitors to the desired action Exposure Response Interaction
  10. 10. Foundsm: Proprietary and Confidential Information 1010 Online Marketing of the Past
  11. 11. Foundsm: Proprietary and Confidential Information 1111 Now? We Know More Than Ever
  12. 12. Foundsm: Proprietary and Confidential Information 1212 Attribution
  13. 13. Foundsm: Proprietary and Confidential Information 1313 Attribution
  14. 14. Foundsm: Proprietary and Confidential Information 1414 Valuable Insights Share of Voice
  15. 15. Foundsm: Proprietary and Confidential Information 1515 How Can Paid Search Help With Inbound? Why do I need PPC with my Inbound Marketing?
  16. 16. Foundsm: Proprietary and Confidential Information 1616 How Can Paid Search Help With Inbound? Understand Your Market Know who you are playing against so you can devise the right game plan
  17. 17. Foundsm: Proprietary and Confidential Information 1717 Understand Your Market How big is the online market for your product/service?
  18. 18. Foundsm: Proprietary and Confidential Information 1818 Understand Your Market Who is your competition? Not the same as offline
  19. 19. Foundsm: Proprietary and Confidential Information 1919 How Can Paid Search Help With Inbound? Drive Traffic Drive sales Feed experiment sample sizes Create a growing data pool
  20. 20. Foundsm: Proprietary and Confidential Information 2020 Drive Traffic • Blog Articles • White Papers • CTA’s These are all important…but… You still need to get traffic to new pages
  21. 21. Foundsm: Proprietary and Confidential Information 2121 Drive Traffic Drive conversions Can do this while mapping out and implementing SEO, inbound or email marketing plans
  22. 22. Foundsm: Proprietary and Confidential Information 2222 How Can Paid Search Help With Inbound? Inform Content StrategyKnow that you’re writing… …the right stuff… …for the right people… …and putting it in all the right places
  23. 23. Foundsm: Proprietary and Confidential Information 2323 Inform Content Strategy Search Query Reports • Drive article and content strategy how do I evaluate inbound marketing software Inbound marketing agencies Inbound marketing software comparisons
  24. 24. Foundsm: Proprietary and Confidential Information 2424 Inform Content Strategy Test ad copy and paid search landing pages for • Calls to Action • Content • Lead form placement
  25. 25. Foundsm: Proprietary and Confidential Information 2525 How Can Paid Search Help With Inbound? Pair PPC Campaigns with Corresponding Inbound Subjects Test right message with right campaign Expand your funnel Push Users down that funnel better
  26. 26. Foundsm: Proprietary and Confidential Information 2626 Pair PPC Campaigns with Corresponding Inbound Subjects Upper Funnel – Awareness – Generate Traffic • KPIs • CPV (Cost per visit) • Time on Site (seconds) • Pages Per Visit (avg) • Bounce Rate Mid – Funnel Acquisition - Qualify Traffic • KPIs • CPA (Cost per acquisition) • Acquisition CVR • Stylist, Customer, Email Sign ups, Cart Add • Remarketing Buckets Low Funnel Selling to Convert Traffic • KPIs • ROI (ROAS) • Orders • eCommerce CVR • Revenue • Avg. Order Value 7+ Touches to convert a sale 4 - 6 Touches to convert a sale 1 - 3 Touches to convert a sale Strangers Visitors Leads Customers Promoters
  27. 27. Foundsm: Proprietary and Confidential Information 2727 Shrink the Timeline Fail Fast
  28. 28. Foundsm: Proprietary and Confidential Information 2828 Shrink the Timeline Fail Faster if you Can
  29. 29. Foundsm: Proprietary and Confidential Information 2929 What Many Companies Do: • Let their gut drive content strategy • Use long content optimization cycles • Give up before they see the traffic • Expect each channel to live up to similar metrics
  30. 30. Foundsm: Proprietary and Confidential Information 3030 Be a Smart Company: • Let data guide content strategy • Optimize content based on current trends • Review attribution models to account for varying channel performance • Share information between marketing groups (Social, Content, PPC, SEO, Affiliate) • Don’t have strict silos for marketing channels
  31. 31. Foundsm: Proprietary and Confidential Information 3131 Why Paid Search? • Understand Your Market • Drive Traffic • Inform Content Strategy • Inbound/PPC Synergies • Fast Market Insights • Grows Data Pool • Expands Funnel • Shrink Timeline for Results Key Benefits Strategic Advantages
  32. 32. Foundsm: Proprietary and Confidential Information 3232 Thank You

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