Cost Effective Clicks
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How paid search fits into your digital marketing strategy
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Cost Effective Clicks
- 1. 1 Cost-Effective Clicks: How to Increase ROI and Revenue With PPC Sean Waters Sr. Digital Marketing Strategist PixelMEDIA
- 2. About PixelMEDIA • Started in Dover, now in Portsmouth • We specialize in web design and development, ecommerce strategy, and digital marketing • We help lifestyle brands launch, manage and grow their ecommerce channels
- 3. Benefits of Pay Per Click (PPC) Advertising 3© 2016 PixelMEDIA • Reliable traffic for a set amount of money • Compliments organic search by increasing overall click-through rate • Appear on first page of search results for keywords that don’t rank well organically • Generate brand awareness at low cost • Control budget by setting daily limits • Only pay when your ad is clicked
- 4. Many Choices On Where to Run PaidAds 4© 2016 PixelMEDIA
- 5. Planned Paid Media Budgets the Next 12 Months 5© 2016 PixelMEDIA Source: Hannapin Marketing, State of PPC 2016
- 7. Global Search Market Share Source: NetMarketShare. Sept 2016 Google 73.1% Bing 9.3% Yahoo 7.1% Ask 0.27% AOL 0.10% Baidu 8.7%
- 8. A) 98 million Searches on Google Per Year B) 10 billion C) 2 trillion D) None of the above. Google doesn’t share this information
- 9. 9© 2016 PixelMEDIA “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan” – Google, May 2015
- 10. Mobile-Centric World 10© 2016 PixelMEDIA 73% of Target shoppers start their experience on a mobile device before purchasing • Optimize your mobile experience • Site speed is key to keeping up with fast moving consumers on mobile • Tailor your messaging to mobile audiences in order to meet demands and expectations Source: Google. Micro-Moments: Your Guide to Winning the Shift to Mobile
- 11. 11 Paid Search
- 12. Paid Ads and Organic Search Results 12© 2016 PixelMEDIA
- 13. Brand Search Ads and Organic Results 13© 2016 PixelMEDIA Ad clicks are incremental to organic even when a brand is the top organic result. 82% 96% Top Organic Organic 2-4 Organic 5+ • * Search Ads Pause study: http://www.google.com/think/research-studies/impact-of-ranking-of-organic-search-results-on-the-incrementality-of-search-ads.html (data source: Google Internal Data, 2012) 50%
- 14. Updates to GoogleAds in Search Results © 2016 PixelMEDIA • Right sidebar ads removed on desktop search in February 2016 • Shifted from 3 to 4 ads at the top of the page • Expanded text ads added in July 2016 • Standard text ads will be supported until January 2017
- 15. Expanded Text Ads © 2016 PixelMEDIA • 50% greater ad copy, which features a more prominent headline and a longer description line to highlight products and services • Average 20% uplift in click through rate over standard text ads • Optimized for mobile devices Source: Google
- 16. Protect Your Brand with Paid Search 16© 2016 PixelMEDIA Include brand terms in “always-on” campaigns 48% of purchasers switch between brand and generic terms at some point in their journey to conversion Ensure that your customers see your ads at every stage in the conversion funnel with a combination of branded and non-branded keywords Protect your brand messaging and guard against competitors bidding on your brand name Source: Google
- 17. AlignAds & Keywords with Search Intent 17© 2016 PixelMEDIA Purchase mens nike air max size 9 Awareness mens running shoes Consideration best nike mens running shoes
- 18. Paid Search Tips for Success 18© 2016 PixelMEDIA • Organize keywords into related ad groups within campaigns to ensure ads and landing pages align with buyer intent • Make sure ads include a strong call-to-action • Ad extension drive more clicks. Include as many ad extensions as possible to maximize ad real estate Call to action Ad Extensions
- 19. Paid Search Tips for Success 19© 2016 PixelMEDIA • Link ads to a specific product or landing page. Avoid home page if possible • Be strategic with keyword match types. Matching on irrelevant searches can raise costs and lower click-through rate • Monitor search term reports to ensure efficiency by not paying for irrelevant clicks • Further reduce the number of irrelevant clicks by including negative keywords Keyword Match types
- 20. 20 Shopping Product ListingAds (PLAs)
- 21. Shopping Product Listing Ads (PLAs) 21© 2016 PixelMEDIA • E-commerce ads at the top or right side of search pages • Cost per click format: Only pay when shoppers click through to your website • Aligns well with search ads when both appear in search results
- 22. Text Ads + PLAs: AWinning Combination 22© 2016 PixelMEDIA A consumer who is exposed to both text ads and PLAs is more likely to... ...than a consumer who is exposed to only text ads. Source: Google
- 23. PLATips for Success 23© 2016 PixelMEDIA • Create separate campaigns promoting your best-selling products • Prioritize these campaigns to maximize impressions, clicks and revenue • Ensure your product feed is optimized. Increase click-through rates with detailed product titles and descriptions (brand, color, size, etc) • Utilize promotions (ex: 25% off or free shipping) when possible in order to stand out from the competition
- 25. Consumers visit websites 6 times in the purchase process, re-engage them with remarketing ads when they’re most likely to buy.
- 26. Remarketing Ads 26© 2016 PixelMEDIA • Re-engage past site visitors in Google search, Display network, and YouTube • Generate a high percentage of “view-through” conversions • Be sure conversion tracking is in place to capture converters that don’t click through • Leverage existing website analytics data to layer on demographics, in-segment and affinity targeting for better conversion rates
- 27. Remarketing Tips for Success 27© 2016 PixelMEDIA Studies have shows that conversion rates increase with more remarketing ad impressions. Allow for more impressions per person by increasing impression cap in AdWords. Pro Tip • Refine your targeting by only remarketing to “quality” visitors • Segment your audience to create relevant ads based on user interests or steps in the buying process • Offer promotions or incentives to move customers down the purchase funnel • Test different formats: remarketing lists for search ads, dynamic remarketing, standard, and YouTube remarketing
- 28. 28 YouTube Video and Display Ads
- 29. YouTubeAd Types 29© 2016 PixelMEDIA Now two ad main ad types: 1. TrueView In-stream: Skippable (after 5 secs) and non-skippable video ads that run before, during or after main video 2. TrueView Video Discovery Display: o Banner overlay: Semi-transparent overlay ads that appear on the lower 20% portion of your video o Display: Appears to the right of the featured video and above the video suggestions list.
- 30. YouTube In-Stream TrueView Video Ads 30© 2016 PixelMEDIA • Effective way to drive brand awareness and brand lift • Cost-per-view format: Charged after 30 seconds (or duration of video if shorter) • Over half of video views are on a mobile device • Reach potential customers with in- depth interest and behavior targeting
- 31. YouTube Tips for Success 31© 2016 PixelMEDIA • Feature brand and logo in first 5 seconds • Maintain brand visibility and call-to- action throughout entire video, espcially at the end • Keep ads less than 30 secs in length • Don’t define success metrics based on other channels, particularly search as user behavior varies across channels
- 32. Popular VideoAds: Who Won? 32© 2016 PixelMEDIA Based on total views and shares, which video ad was more popular? Hump Day Kobe vs. Messi: The Selfie Shootout
- 35. And the Winner Is…. 35© 2016 PixelMEDIA Kobe and Messi 141.3 million views, 241,000 YouTube engagements
- 36. 36 Facebook Ads
- 37. Facebook Stats 37© 2016 PixelMEDIA • 1.71 billion monthly active users (as of July 2016) • 823 million (48%) of those are mobile-only users • 1.1 billion daily active users • 75% of brands will pay to promote posts
- 38. Facebook Targeting 38© 2016 PixelMEDIA Find the right customers with Facebook’s robust targeting options. 200+ areas to target, with endless combinations: Choose from: • Demographics • Interests • Behaviors • Connections • Retargeting lists
- 39. FacebookAds Tips for Success 39© 2016 PixelMEDIA • Include call-to-action in ads • Use high-quality photos • Put important content first • Identify your target audience by utilizing your existing analytics data • Boost your important posts • Always refresh your ad creative every 1 to 2 weeks for the best performance
- 40. 40 Key Takeaways
- 41. Key Takeaways 41© 2016 PixelMEDIA • Choose the right ad network or PPC tactic that works best for your business • Create a mobile strategy to align with the mobile customer journey • Always be testing: Ads, landing pages, campaign types, tactics and platforms • Ensure proper conversion tracking is place • Measure the effectiveness of your campaigns by analyzing ROI and return on ad spend • Consult online or personal resources for optimization techniques
- 42. 42 Thank You!
Editor's Notes
- Good morning! How is everyone this morning. My name is Sean Waters from PixelMEDIA and I’m very excited to be here today. I’m going to dive into pay per click advertising and how it can be a cost-effective digital marketing channel
- Just a little about PixelMEDIA. We started 22 years ago in Dover, we’re now in Portsmouth. We specialize in web design and development, ecommerce strategy and digital marketing. We were recently added to the new Google Premier partner program and also certified in Bing ads
- There are many benefits to investing in PPC, but here are 6 important benefits I want to cover: it provides a reliable set of traffic, it compliments organic search, lets you appear in search results when keywords don’t rank organically, generate brand awareness at a low cost, control budget b
- There are many choices of where to advertise in the paid media and pay per click space. AdWords, Facebook, Bing, Twitter etc. Some platforms work better for others. But for shear volume, and targeting options there are two I’d like to focus on today. Google AdWords and Facebook ads.
- In fact, this recent report from from Hannapin Marketing demonstrates how advertiser’s plan on allocating budget to paid advertising channels in the next 12 months. As you can see the top 3 include Google AdWords, Mobile and Facebook.
- The largest search engine in the world. Its important to take advantage of its popularity in order to reach customers and prospects.
- Recent global search market share report as of last month. You can see how much Google dominates with a 73% share. The #2 search engine, Bing only has a 9.3% market share. Even though Bing is increasing its market share and has a higher % of growth compared to Google over the past years, Google is still the dominate player.
- Some audience participation here. With a quick show of hands which do you think is the correct answer A 98 million, B, 10 billion, C: 2 trillion, or D: none of the above. And the answer is… 2+ trillion. This demonstrates the massive volume that is hard to ignore
- Among the 2 trillion searches per year, % of searches on a mobile device is increasing year of year. In fact, Google announced in 2015 that mobile had finally taken over desktop searches in 10 countries. If you aren’t prepared for the increase in mobile usage, you’ll quickly fall behind the competition
- Therefore its important to have a website that is optimized for the mobile experience as demonstrated by a recent case study with Target where over 70% of their customers began their shopping experience on a mobile device.
- This may be elementary for some of you, but with Google’s recent changes to how ads appear along organic results, its getting more. In fact, a recent study shows that over 50% of users don’t recognize a paid search ad
- Brand search ads and organic results play well together. There is a common misnomer that running paid search ads will cannibalize organic traffic. However, the opposite is true. Nixing the paid ads would result in a 89% drop in overall search clicks. Therefore ad clicks are incremental to organic, even when a brand is the top organic results.
- I wanted to highlight some major changes this year to the paid space on Google search results pages. The goal of the change was to streamline mobile and desktop search. The fear is that this would raise average cost per clicks with more advertisers vying for less ad space.
- As I said, Google’s new expanded rolled out in July of this year. With the change the new text ads increased in ad copy by 50%
- An important aspect of paid search are brand campaigns. As if I were to recommend a single campaign, this would be it. And this applies to most brands, large and small. Its important to stay in from of potential customers during their journey. Brand campaigns usually have the highest click through and conversions rates should be treated as “always on” in order to guard against competitors.
- ACP ….. An important concept for more cost-effective PPC campaigns is to align with the searcher’s intent. During the decision and purchase funnel, You can identify the searcher’s needs based on their search query. At each step, you can create a specific ad that addresses their needs, building your relationship and solidifying a sale.
- Some additional tips to for successful campaigns. Another step in aligning with the customer’s journey is to be well organized in campaign structure. Group related keywords together in order to show the most relevant ad. Within the ad copy include a strong call to action to prompt users to click. Include additional information in your ad by including ad extensions. Include related links to your website, callouts such as “free shipping” or product ratings. This not only provides more information to the user to drives more clicks, but it maximizes ad space.
- Addtiional tips for paid search.
- For ecommerce sites shopping campaigns are a must-have
- What are google shopping ads. The are ecommerce ads that appear at the top or side of search pages. They work the same way as search ads as you pay only when someone clicks through to purchase on your ecommerce website. Something that is very hot right now, especially as advertisers gear up for the holidays
- As you can see here, text ads with PLAs drives lift in website visits, brand searches and items added to cart. But most importantly a customer is 83% more likely to purchase when they are in place. If you have an online store, I would definitely recommend investing a significant portion of your ad spend budget on shopping campaigns.
- I’ve included some tips for successful shopping campaigns. Create separate campaigns for your best-selling products
- There are 2 main types of video ads on youtube. Pre-roll “in-stream videos” that run before main video, in-display, (now called TrueView video discovery
- adding affinity targeting allows you to reach even more qualified, engaged audiences, based on their lifestyle, interests, and needs. Over a billion users on YouTube
- With the option to skip ads after the first 5 seconds in TrueView in-stream ads, its crucial to feature your brand logo. Most users will inherently skip through the ad to get to their video, but the ability to drive brand awareness in that 5 sec span can be beneficial in the future when it comes time to purchase
- 22.8 million views, 111,000 YouTube engagements, 2,547 Facebook shares, and 83,000 Twitter tweets before the video was reset to private. Source: YouTube Video Ads: Top Strategies for Video Marketers http://tubularinsights.com/top-youtube-video-ads-video-marketing-strategies/#ixzz4MwZjF0Xj ©TubularInsights.com, All Rights Reserved
- 141.3 million views, 241,000 YouTube engagements, 237,000 Facebook shares, and 32,000 Twitter tweets Source: YouTube Video Ads: Top Strategies for Video Marketers http://tubularinsights.com/top-youtube-video-ads-video-marketing-strategies/#ixzz4Mwa0Zr00 ©TubularInsights.com, All Rights Reserved
- This video was an instant smash. The video, which features two of the world's biggest and most recognizable sporting superstars, rocketed to an incredible 25 million views in the first 3 days of release. By contrast the hump day video generate 22.8 million views, 111,000 YouTube engagements. One thing to note is that this video did not keep it to 30 secs in lenghth Source: YouTube Video Ads: Top Strategies for Video Marketers http://tubularinsights.com/top-youtube-video-ads-video-marketing-strategies/#ixzz4MyowaD63 ©TubularInsights.com, All Rights Reserved
- One of the key benefits
- Tips for success with Facebook ads