1. 1| @State_of_Search @navahf @WordStream nhopkins@wordStream.com
Little Budgets with Big Profits
Navah Hopkins
2. 2| @State_of_Search @navahf @WordStream
Agenda
• Budgets By Network
• How to Make the Most of Your Budget
• Signals of Growth/Case Studies
• Work across the entire WordStream book of
business
• Started working in Digital Marketing in 2008
• I call my husband, my lovely…we’re very nerdy
A Little About Me
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Ryan Reynolds (aka Deadpool) was asked one of the
most important questions: which ad network is
better?
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• Really smart, rich, and powerful.
They’re constantly changing their
look to set trends.
• Sometimes over fixates on the little
things, but heart is in the right
place.
• Only commits to power players like
them, but is willing to date anyone.
Meet Alpha Google Ads
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• Had a bad boy past that he still gets
in trouble for, despite being a
changed man.
• Tries to create value for you
through experimental projects.
• Cares about getting to know you,
and tries to show he can relate to
your interests.
Meet Dreamy Display
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• Often overlooked, but has looks
and smarts in their own right.
• Is a little nerdy and prefers a cheap
date of gaming over a night on the
town.
• Loves art and appreciates those
who draw for them.
Meet Bashful Bing
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• Lives on his phone and loves connecting
people. He somehow manages to be the
life of the party and super chill at the
same time.
• Looking for an adventure buddy, and will
get bored if the relationship turns
predictable.
• Sometimes gets in trouble for their
openness, and doesn’t always get taken
seriously despite being quietly loaded.
Meet Fun Facebook
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This Worked for a While, but Then Sticker
Shock Set in for All Those Expensive
Cocktails (clicks)
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On Average, Adwords Requires at Least $750 Ad
Spend Per Month.
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Daily Budgets Needed For AT LEAST One Lead
Based on 2018 Average CPC
Monthly
budget will be
30.4 X daily
budget
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Pick the Right Time to Make Your Move
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Conversions
Conversions by Day Of Week
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Saturday
CPA $9.29
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Keyword Choices Dictate How Far Your Budget Can Go
Based on $369
spend between
October 25th and
November 23rd
2017
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Broad Keywords Can Drag Your Budget into
Unintended Auctions
162%
More
Than
Average
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In Many Cases, Controlling for Auction Price is Enough
to include Google Ads in Initial Touch Plans
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Meet the Yentas of Online Advertising: Remarketing
Lists for Search Ads & Customer Match
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• Bid more/less aggressively on
certain users.
• Target exclusively those users so ad
copy can be the perfect match.
• Begin weighting different behaviors
and interactions with your brand.
Using RLSA/Customer
Match You Can:
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The Average User Takes 3.58* Exposures to Your Brand
to Act. Your Budget Might Need Other Networks to
Make the Introduction
*Based on 5000 accounts running AdWords and Display
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One of the Most Costly Mistakes Advertisers Make is
Combining Search & Display in the Same Campaign
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Display Average CPC’s Are Cheaper – Google Could Be
Fooled into Funneling More Budget into Display Than
Search
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0.5
1
1.5
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2.5
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3.5
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200
400
600
800
1000
1200
1400
Display Search
November 2017
Clicks Conversions Average cpc
10%
conversion
rate vs 4%
conversion
rate
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Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to Pick-up
$503
Budget
168,550
Impressions
701
Clicks
*Average monthly budget, impressions and clicks
across 4000 accounts (no budget over $50 and no
budget under $1)
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• Decide if mobile is worth the risk of
app fingers
• Check content for brand integrity
• Audit placements for cost
effectiveness
• Have remarketing tag placed
BEFORE starting display campaign.
Friends Don’t Let Friends
Party With Display Without
A Game Plan.
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• Ad group level location and
schedules
• No “unknown” demographics (just
can’t completely exclude).
• Target specific search partner sites.
Budget-Saving Bing Unique
Traits
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• Not all bidding strategies carry over
– make sure you’re bidding to rank!
• Bing serves ads in the time of the
user – audit your schedule!
• Extensions can lead to conversions
– make sure they’re set up
correctly!
What to Check For:
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It’s Much Easier to Own 90%+ Impression Share on
Bing Than AdWords
51. 51| @State_of_Search @navahf @WordStream nhopkins@wordstream.com
Facebook: Where the
Rules Don’t Matter and
Everyone Gets to Play
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Facebook Takes Us into Uncharted Structure Territory
– the Ad Set, Not the Campaign Holds Strategic
Control
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Given that Facebook
Charges in CPM – the Most
Strategic Energy Should be
Focused on the Copy (Don’t
Reuse Your Display Ads)
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• 82% of branded audiences would
rather watch a live video than a
social share.
• Average watch time is 3.5 minutes.
• Companies using video see 41%
more search traffic than those who
don’t.
Facebook Live is Accessible
and Profitable:
Livestream.com
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But as Ryan said, “we want all the scoops...with pine
nuts on top!”
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By running campaigns on cheaper networks, you can
charm your way into Google:
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Sync in Audience segments for analytics to capture cross
network audiences
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You can either overcome the reason your
organic traffic bounced, or outright
exclude them (since they’re coming to
you anyway)
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In-Market Audiences Now Available on Search, Display, and
Bing
*On Google Ads
and Bing
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• Focused optimization efforts on
prime prospects, and layered in
demographic targeting/bid
adjustments.
• Launched Facebook lead campaign,
which allowed for branding and
acquisition
• Supplemented winning search
campaign with Bing
Main Action Items:
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• Segmented giant campaign into
micro campaigns focused on
specific locations.
• We audited each location for how
users searched and paused
variations driving up the spend.
• Imported successful campaign into
Bing (allowing for further location
targeting).
• Ran Facebook look a like campaigns
on services that were too expensive
to achieve on search.
Main Action Items:
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Action Item #1: Audit All Networks for Auction Prices
That Could Be Running Away With Your Budget.
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Action Item #2: Build in Remarketing Lists So Your Ad
Spend Can Empower Itself Rather Than Live in a
Vacuum
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Action Item #3: Audit Your Copy For Each Stage of the
Buying Cycle
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Action Item #4: Conduct an Honest Audit of Your
Business’s Profit Centers, Lead Values, and Growth
Trajectories
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Action Item #5: Create Criteria for Campaigns That
Account for Growth – and Don’t Be Afraid to Take Your
Relationship With Your Budget To the Next Level!