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Webinar: Are Your PPC Leads Falling Through the Cracks?


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It’s a question many search marketers spend hours pondering, tracking, discussing and flowcharting: How can I be sure I’m not missing anything?

Luckily we know a few PPC rock stars who have some answers to that very question. Join Jeff Allen, Hanapin Marketing’s Director of Paid Search, and Marc Poirier, Co-founder and EVP of Acquisio (the leading PPC tracking and management software) as they discuss how to make sure nothing falls through the cracks.

They’ll answer questions like:

Tracking is often easier said than done; how can it be even more simple?
What optimizations can and can’t be solved through automation?
How can you keep leads moving through the complex B2B sales process?

Published in: Education, Technology, Design
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Webinar: Are Your PPC Leads Falling Through the Cracks?

  1. 1. #thinkppcAre YourPPCLEADSFalling Through theCRACKS?&HOSTED BY:
  2. 2. #thinkppcPresenters• Marc Poirier– EVP & Co-Founder of Acquisio.– 17 Years Experience in Digital Marketing.– Master Fisherman.• Jeff Allen– Director of Paid Search at HanapinMarketing.– 12 Years of Internet Marketing Experience.– Drinker of Single Malt Scotch Whiskey.
  3. 3. #thinkppcThe TopicAre your PPC Leads Falling Through the Cracks?B2B Pay Per Click Advertisers Face 2 Problems:1. Lead Quantity2. Lead QualityToday We’ll Discuss:Why You Need to Find More Leads,Where to Find Them,& What to Do With ThemOnce You Get Them!
  4. 4. #thinkppcLive Poll Question #1How long have you been in PPC?#thinkppcA. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
  5. 5. #thinkppcLive Poll Question #2How do you manage your account(s)?#thinkppca) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
  6. 6. #thinkppcJoin the conversation• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
  7. 7. #thinkppcVolume Remains The Biggest IssueMarketing SoftwareOnline Education
  8. 8. #thinkppcEven Though CPC’s Spike
  9. 9. #thinkppcAOV Makes CPC/CPA LessImportantAverage order valueis oftenexponentially higher.(up to $3,000 per user) 
  10. 10. #thinkppc“That’s why post-lead strategies areimportant.”-Marc Poirier
  11. 11. #thinkppc“Yeah, but alsowhy findingvolume matters.”-Jeff Allen
  12. 12. #thinkppcWhere Do We Find Volume?Ad ExtensionsDisplay NetworksFacebook(?)LinkedIn
  13. 13. #thinkppcFirst, 4 Tips For More SearchLeads1. Build and maintain the long tail (younever know when news will break).1. Create keyword lists that target peoplesearch for your clients name + what youdo (i.e. “Who designed Hanapin’sWebsite”).1. Develop comparison pages that make itso you can target more general terms.1. Do 5 rounds of CRO tests.
  14. 14. #thinkppcValuable B2B Ad Extensions
  15. 15. #thinkppcUsing GDN To Expand Business1. Use remarketing list duration to targetusers during sales cycle, at the end ofthe typical contract length.1. Target managed placements thatindicate the research phase.1. Use multi-channel funnels to determineimpact on brand search queriesfollowing display impressions.
  16. 16. #thinkppc“Other” Display Networks
  17. 17. #thinkppcLive Poll Question #3Do You Use Display To Drive B2B Leads?#thinkppca) Yes, but quality is poor.b) No, because quality is poor/other reason.c) Yes, and I love it!d) No, but I am going to start.
  18. 18. #thinkppcFacebook for B2B?The old way of Facebook advertisingdoesn’t work. Lookalike campaigns createleads at half the cost and ~50% of theinventory of Google.
  19. 19. #thinkppcLookalike Lookalike
  20. 20. #thinkppcLinkedInTarget the position at the company thatyour sales person is currently working onand/or the demographics of your idealclient.Tip: Advertise exclusivewhitepapers, toolkits & article.
  21. 21. #thinkppcLive Poll Question #4Do you use Marketing Automation, Lead Scoring orLead Nurturingtechnologysuch asMarketo, Eloqua, Pardot, etc?a) Yes, I do.b)I don’t know.c) No, I do not.
  22. 22. #thinkppcB2B Marketing is Really Hard Work
  23. 23. #thinkppcThe Leads are Weak
  24. 24. #thinkppcLooooong Sales Cycle
  25. 25. #thinkppcLow Flow
  26. 26. #thinkppcHigh Value
  27. 27. #thinkppcMultiple Touchpoints
  28. 28. #thinkppcRecurring Revenue
  29. 29. #thinkppcThat’s What I Call a Tricky SituationNow, that’swhat i call asticky situation
  30. 30. #thinkppcHow to Get to the Glenn Gary Glenn Ross Leads?
  31. 31. #thinkppcConnect The &*%# Dots
  32. 32. #thinkppcBuilding a Proxy for Lead Value• agency or advertiser• ad spend• gmail/hotmail• provided a phone number• provided a company name• company name returns a record from dunn and broadsheet or some other system• provided comments (less than 100 words)• geo origin• did not visit careers page• visited pricing page• already in our database, but not a current client• and these criteria tell us that this lead "looks good". This is a great proxy, and we canuse it immediately.• Make assumptions on the value of such a QUALIFIED lead• Target cost per “Marketo” qualified lead for day to day management• Validate assumptions regularly, as they are never perfect and there is always room forimprovement
  33. 33. #thinkppcClicksConversionsMarketo LeadsSales Qualified LeadsSales Opportunities and ValueClosed Opportunities and Real RevenueRecurring Revenue Adding to Initial OpportunityValueChurn
  34. 34. #thinkppcAcquisio + =Brand New Cadillac El Dorado
  35. 35. #thinkppcCase Study 1: Acquisio SFDC for SaaS
  36. 36. #thinkppcCase Study 2: Bid& Budget Management
  37. 37. #thinkppcLive Q&A Time!
  38. 38. #thinkppcLive Poll Question #5Would you like help with your PPC accounts and management?I’m interested in:a.) FREE Solutions Blueprint from Hanapin Marketing: We look atyour account and provide analysis and consultation (For accountswith $20K+ in adspend).b.) FREE 30-Day Trial of the Acquisio Performance Media Platform.
  39. 39. #thinkppcHave more questions?Thank you for attending our webinar! #thinkppc• Get a free Solutions Blueprint from Hanapin Marketing (for accountsgreater than $20K/mo in adspend):• Get your FREE 30-Day Trial of the AcquisioPerformance Media Platform:• Or Contact us Directly:• Webinar Feedback:• Acquisio