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1| #PubCon @navahf
Little Budgets with Big Profits
Navah Hopkins
| #PubCon @navahf 2
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
| #PubCon @navahf 3
Ryan Reynolds (aka Deadpool) was asked one of the
most important questions: which ad network is
better?
| #PubCon @navahf 4
Let’s play the Ad Network
Dating Game!
| #PubCon @navahf 5
• Really smart, rich, and powerful.
They’re constantly changing their
look to set trends.
• Sometimes over fixates on the little
things
• Only dates power players like them.
Meet Alpha Adwords
| #PubCon @navahf 6
• Sometimes roped into going out
with the wrong people as a favor to
the other Chris’s.
• Tries to create value for you
through experimental projects.
• Invests a lot into special effects,
that don’t always land.Meet Dreamy Display
| #PubCon @navahf 7
• 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
| #PubCon @navahf 8
• Really laidback and is down to
party whenever and however you
want.
• Struggles to reconcile their love of
retro payments with forward
thinking design.
• Sometimes gets in trouble for their
openness, and doesn’t always get
taken seriously despite being
quietly loaded.
Meet Fun Facebook
| #PubCon @navahf 9
In the Old Days, Advertising was a Monogamous
Relationship
| #PubCon @navahf 10
It was Usually With AdWords
| #PubCon @navahf 11
This Worked for a While, but Then Sticker
Shock Set in for All Those Expensive
Cocktails (clicks)
| #PubCon @navahf 12
On Average, Adwords Requires at Least $750 Ad
Spend Per Month.
| #PubCon @navahf 13
Display Auction Prices are More Reasonable
| #PubCon @navahf 14
Bing Requires at Least $450
| #PubCon @navahf 15
Facebook can get by on $250 (highly dependent on
initiative)
| #PubCon @navahf 16
No One Network Should Get All Your Budget – Let’s
Shed the Confines of Budget Monogamy!
17| #PubCon @navahf
Making Your Budget
Work on AdWords
| #PubCon @navahf 18
Let’s get to know each other
| #PubCon @navahf 19
How Much Do You Make When A Prospect Becomes a
Customer?
| #PubCon @navahf 20
Are All Parts of Your Business Equal, or Should We Be
Playing Favorites?
| #PubCon @navahf 21
Can You Focus Your Advertising Efforts into Being a Big
Fish in a Little Pond?
| #PubCon @navahf 22
Depending On Your Answers, You Will Need to Use
Some Filters
| #PubCon @navahf 23
Pick the Right Time to Make Your Move
0
2
4
6
8
10
12
14
16
18
20
Conversions
Conversions by Day Of Week
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Saturday
CPA $9.29
| #PubCon @navahf 24
Location Can Make or Break the Mood
| #PubCon @navahf 25
Keyword Choices Dictate How Far Your Budget Can Go
Based on $369
spend between
October 25th and
November 23rd
2017
| #PubCon @navahf 26
Broad Keywords Can Drag Your Budget into
Unintended Auctions
162%
More
Than
Average
| #PubCon @navahf 27
In Many Cases, Controlling for Auction Price is Enough
to include AdWords in Initial Touch Plans
| #PubCon @navahf 28
Sometimes the Average CPC is Just Too High…
| #PubCon @navahf 29
Meet the Yentas of Online Advertising: Remarketing
Lists for Search Ads & Customer Match
| #PubCon @navahf 30
• 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:
| #PubCon @navahf 31
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
32| #PubCon @navahf
Display: The Audience
Builder
| #PubCon @navahf 33
One of the Most Costly Mistakes Advertisers Make is
Combining Search & Display in the Same Campaign
| #PubCon @navahf 34
Display Average CPC’s Are Cheaper – Google Could Be
Fooled into Funneling More Budget into Display Than
Search
0
0.5
1
1.5
2
2.5
3
3.5
0
200
400
600
800
1000
1200
1400
Display Search
November 2017
Clicks Conversions Average cpc
10%
conversion
rate vs 4%
conversion
rate
| #PubCon @navahf 35
Honor Display’s Strategic Autonomy
| #PubCon @navahf 36
Many Think Display is Just for Remarketing
| #PubCon @navahf 37
Ignoring the Inexpensive Blitzing Power of Display
| #PubCon @navahf 38
Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to Pick-up
$16.54
Budget
168550
Impressions
701
Clicks
*Average monthly budget, impressions and clicks
across 4000 accounts (no budget over $50 and no
budget under $1)
| #PubCon @navahf 39
• Exclude mobile apps
• 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.
40| #PubCon @navahf
How to Make the Most
of Your Bing Budget
| #PubCon @navahf 41
Bing Works Because a Lot of the Search Rules of
Engagement are the Same
| #PubCon @navahf 42
It Can be As Easy as Hitting the Import Button
| #PubCon @navahf 43
• Ad group level location and
schedules
• Right-side SERP still there (which
means top placement isn’t
mandatory)
• No “unknown” demographics (just
can’t completely exclude).
Budget-Saving Bing Unique
Traits
| #PubCon @navahf 44
• 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:
| #PubCon @navahf 45
Bing Empowers Other Networks to Be Better:
| #PubCon @navahf 46
It’s Much Easier to Own 90%+ Impression Share on
Bing Than AdWords
47| #PubCon @navahf
Facebook: Where the
Rules Don’t Matter and
Everyone Gets to Play
| #PubCon @navahf 48
Facebook Takes Us into Uncharted Structure Territory
– the Ad Set, Not the Campaign Holds Strategic
Control
| #PubCon @navahf 49
Given that Facebook
Charges in CPM – the Most
Strategic Energy Should be
Focused on the Copy (Don’t
Reuse Your Display Ads)
| #PubCon @navahf 50
Too Broad
| #PubCon @navahf 51
If You’re Working With
$500 or Less, Use At Least
One Prebuilt Audience
| #PubCon @navahf 52
The key is Getting Your
Message in Front of the
Right User (and Not
Lumping Your Users
Together)
| #PubCon @navahf 53
Same Copy: Drastically
Different Results!
• 19 conversions vs 0
• 2,144 impressions vs. 3,782
• 76 clicks vs 179
| #PubCon @navahf 54
Always Include at Least One Location Target (Ideally
More Focused Than a Whole Country)
| #PubCon @navahf 55
Average CPC is a Good Indicator if Your Copy is
Engaging or Getting Friendzoned
| #PubCon @navahf 56
Facebook is a Safe-Haven for Many Disapproved
Industries
57| #PubCon @navahf
Getting Your Lovelies to
Play together
| #PubCon @navahf 58
We’ve Explored Each Network’s Budget Optimization Powers
| #PubCon @navahf 59
But as Ryan said, “we want all the scoops...with pine
nuts on top!”
| #PubCon @navahf 60
Client Story: The Facility
| #PubCon @navahf 61
• 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:
| #PubCon @navahf 62
The Facility
Benchmark (5/25/17)
• Spend: $1,885 (AdWords)
• Impressions: 26,937
• Clicks: 473
• Average CPC: $3.99
• Conversion Rate: 3.59%
• CPA: $110.88
Post Optimizations (11/25/17)
• Spend: $1,400 (AdWords/Bing/Facebook)
• Impressions: 4,705
• Clicks: 356
• Average CPC: $3.81
• Conversion Rate: 11%
• CPA: $46.82
| #PubCon @navahf 63
Client Story: A & A Machinery
| #PubCon @navahf 64
• 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:
| #PubCon @navahf 65
A & A Machinery
Benchmark (1/13/16)
• Spend: $2,726.42 (AdWords)
• Impressions: 14,041
• Clicks: 435
• Average CPC: $6.27
• Conversion Rate: 1.61%
• CPA: $389.49
Post Optimizations (11/1/17)
• Spend: 357.78 (AdWords/Bing)
• Impressions: 1,537
• Clicks: 74
• Average CPC: $5.44
• Conversion Rate: 32.43%
• CPA: $14.91
| #PubCon @navahf 66
But Navah, They Eventually Grew Their Spend Past
$1000…
| #PubCon @navahf 67
Of Course They Did – Once You Get the Machine
Working, Putting More Money in Means More
Leads/Sales
| #PubCon @navahf 68
The Goal of Most Businesses is to Grow Scalably
69| #PubCon @navahf
Let’s Go on a Date With
Profit!
| #PubCon @navahf 70
Action Item #1: Audit All Networks for Auction Prices
That Could Be Running Away With Your Budget.
| #PubCon @navahf 71
Action Item #2: Build in Remarketing Lists So Your Ad
Spend Can Empower Itself Rather Than Live in a
Vacuum
| #PubCon @navahf 72
Action Item #3: Audit Your Copy For Each Stage of the
Buying Cycle
| #PubCon @navahf 73
Action Item #4: Conduct an Honest Audit of Your
Business’s Profit Centers, Lead Values, and Growth
Trajectories
| #PubCon @navahf 74
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!
© Copyright 2017 WordStream, Inc. All rights reserved.
Thanks!
Questions?
Navah Hopkins
nhopkins@wordstream.com

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Big Profits With Little Budgets

  • 1. 1| #PubCon @navahf Little Budgets with Big Profits Navah Hopkins
  • 2. | #PubCon @navahf 2 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
  • 3. | #PubCon @navahf 3 Ryan Reynolds (aka Deadpool) was asked one of the most important questions: which ad network is better?
  • 4. | #PubCon @navahf 4 Let’s play the Ad Network Dating Game!
  • 5. | #PubCon @navahf 5 • Really smart, rich, and powerful. They’re constantly changing their look to set trends. • Sometimes over fixates on the little things • Only dates power players like them. Meet Alpha Adwords
  • 6. | #PubCon @navahf 6 • Sometimes roped into going out with the wrong people as a favor to the other Chris’s. • Tries to create value for you through experimental projects. • Invests a lot into special effects, that don’t always land.Meet Dreamy Display
  • 7. | #PubCon @navahf 7 • 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
  • 8. | #PubCon @navahf 8 • Really laidback and is down to party whenever and however you want. • Struggles to reconcile their love of retro payments with forward thinking design. • Sometimes gets in trouble for their openness, and doesn’t always get taken seriously despite being quietly loaded. Meet Fun Facebook
  • 9. | #PubCon @navahf 9 In the Old Days, Advertising was a Monogamous Relationship
  • 10. | #PubCon @navahf 10 It was Usually With AdWords
  • 11. | #PubCon @navahf 11 This Worked for a While, but Then Sticker Shock Set in for All Those Expensive Cocktails (clicks)
  • 12. | #PubCon @navahf 12 On Average, Adwords Requires at Least $750 Ad Spend Per Month.
  • 13. | #PubCon @navahf 13 Display Auction Prices are More Reasonable
  • 14. | #PubCon @navahf 14 Bing Requires at Least $450
  • 15. | #PubCon @navahf 15 Facebook can get by on $250 (highly dependent on initiative)
  • 16. | #PubCon @navahf 16 No One Network Should Get All Your Budget – Let’s Shed the Confines of Budget Monogamy!
  • 17. 17| #PubCon @navahf Making Your Budget Work on AdWords
  • 18. | #PubCon @navahf 18 Let’s get to know each other
  • 19. | #PubCon @navahf 19 How Much Do You Make When A Prospect Becomes a Customer?
  • 20. | #PubCon @navahf 20 Are All Parts of Your Business Equal, or Should We Be Playing Favorites?
  • 21. | #PubCon @navahf 21 Can You Focus Your Advertising Efforts into Being a Big Fish in a Little Pond?
  • 22. | #PubCon @navahf 22 Depending On Your Answers, You Will Need to Use Some Filters
  • 23. | #PubCon @navahf 23 Pick the Right Time to Make Your Move 0 2 4 6 8 10 12 14 16 18 20 Conversions Conversions by Day Of Week Sunday Monday Tuesday Wednesday Thursday Friday Saturday Saturday CPA $9.29
  • 24. | #PubCon @navahf 24 Location Can Make or Break the Mood
  • 25. | #PubCon @navahf 25 Keyword Choices Dictate How Far Your Budget Can Go Based on $369 spend between October 25th and November 23rd 2017
  • 26. | #PubCon @navahf 26 Broad Keywords Can Drag Your Budget into Unintended Auctions 162% More Than Average
  • 27. | #PubCon @navahf 27 In Many Cases, Controlling for Auction Price is Enough to include AdWords in Initial Touch Plans
  • 28. | #PubCon @navahf 28 Sometimes the Average CPC is Just Too High…
  • 29. | #PubCon @navahf 29 Meet the Yentas of Online Advertising: Remarketing Lists for Search Ads & Customer Match
  • 30. | #PubCon @navahf 30 • 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:
  • 31. | #PubCon @navahf 31 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
  • 32. 32| #PubCon @navahf Display: The Audience Builder
  • 33. | #PubCon @navahf 33 One of the Most Costly Mistakes Advertisers Make is Combining Search & Display in the Same Campaign
  • 34. | #PubCon @navahf 34 Display Average CPC’s Are Cheaper – Google Could Be Fooled into Funneling More Budget into Display Than Search 0 0.5 1 1.5 2 2.5 3 3.5 0 200 400 600 800 1000 1200 1400 Display Search November 2017 Clicks Conversions Average cpc 10% conversion rate vs 4% conversion rate
  • 35. | #PubCon @navahf 35 Honor Display’s Strategic Autonomy
  • 36. | #PubCon @navahf 36 Many Think Display is Just for Remarketing
  • 37. | #PubCon @navahf 37 Ignoring the Inexpensive Blitzing Power of Display
  • 38. | #PubCon @navahf 38 Display Can Bring Users Your Branded and Remarketing Search Campaigns are Poised to Pick-up $16.54 Budget 168550 Impressions 701 Clicks *Average monthly budget, impressions and clicks across 4000 accounts (no budget over $50 and no budget under $1)
  • 39. | #PubCon @navahf 39 • Exclude mobile apps • 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.
  • 40. 40| #PubCon @navahf How to Make the Most of Your Bing Budget
  • 41. | #PubCon @navahf 41 Bing Works Because a Lot of the Search Rules of Engagement are the Same
  • 42. | #PubCon @navahf 42 It Can be As Easy as Hitting the Import Button
  • 43. | #PubCon @navahf 43 • Ad group level location and schedules • Right-side SERP still there (which means top placement isn’t mandatory) • No “unknown” demographics (just can’t completely exclude). Budget-Saving Bing Unique Traits
  • 44. | #PubCon @navahf 44 • 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:
  • 45. | #PubCon @navahf 45 Bing Empowers Other Networks to Be Better:
  • 46. | #PubCon @navahf 46 It’s Much Easier to Own 90%+ Impression Share on Bing Than AdWords
  • 47. 47| #PubCon @navahf Facebook: Where the Rules Don’t Matter and Everyone Gets to Play
  • 48. | #PubCon @navahf 48 Facebook Takes Us into Uncharted Structure Territory – the Ad Set, Not the Campaign Holds Strategic Control
  • 49. | #PubCon @navahf 49 Given that Facebook Charges in CPM – the Most Strategic Energy Should be Focused on the Copy (Don’t Reuse Your Display Ads)
  • 50. | #PubCon @navahf 50 Too Broad
  • 51. | #PubCon @navahf 51 If You’re Working With $500 or Less, Use At Least One Prebuilt Audience
  • 52. | #PubCon @navahf 52 The key is Getting Your Message in Front of the Right User (and Not Lumping Your Users Together)
  • 53. | #PubCon @navahf 53 Same Copy: Drastically Different Results! • 19 conversions vs 0 • 2,144 impressions vs. 3,782 • 76 clicks vs 179
  • 54. | #PubCon @navahf 54 Always Include at Least One Location Target (Ideally More Focused Than a Whole Country)
  • 55. | #PubCon @navahf 55 Average CPC is a Good Indicator if Your Copy is Engaging or Getting Friendzoned
  • 56. | #PubCon @navahf 56 Facebook is a Safe-Haven for Many Disapproved Industries
  • 57. 57| #PubCon @navahf Getting Your Lovelies to Play together
  • 58. | #PubCon @navahf 58 We’ve Explored Each Network’s Budget Optimization Powers
  • 59. | #PubCon @navahf 59 But as Ryan said, “we want all the scoops...with pine nuts on top!”
  • 60. | #PubCon @navahf 60 Client Story: The Facility
  • 61. | #PubCon @navahf 61 • 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:
  • 62. | #PubCon @navahf 62 The Facility Benchmark (5/25/17) • Spend: $1,885 (AdWords) • Impressions: 26,937 • Clicks: 473 • Average CPC: $3.99 • Conversion Rate: 3.59% • CPA: $110.88 Post Optimizations (11/25/17) • Spend: $1,400 (AdWords/Bing/Facebook) • Impressions: 4,705 • Clicks: 356 • Average CPC: $3.81 • Conversion Rate: 11% • CPA: $46.82
  • 63. | #PubCon @navahf 63 Client Story: A & A Machinery
  • 64. | #PubCon @navahf 64 • 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:
  • 65. | #PubCon @navahf 65 A & A Machinery Benchmark (1/13/16) • Spend: $2,726.42 (AdWords) • Impressions: 14,041 • Clicks: 435 • Average CPC: $6.27 • Conversion Rate: 1.61% • CPA: $389.49 Post Optimizations (11/1/17) • Spend: 357.78 (AdWords/Bing) • Impressions: 1,537 • Clicks: 74 • Average CPC: $5.44 • Conversion Rate: 32.43% • CPA: $14.91
  • 66. | #PubCon @navahf 66 But Navah, They Eventually Grew Their Spend Past $1000…
  • 67. | #PubCon @navahf 67 Of Course They Did – Once You Get the Machine Working, Putting More Money in Means More Leads/Sales
  • 68. | #PubCon @navahf 68 The Goal of Most Businesses is to Grow Scalably
  • 69. 69| #PubCon @navahf Let’s Go on a Date With Profit!
  • 70. | #PubCon @navahf 70 Action Item #1: Audit All Networks for Auction Prices That Could Be Running Away With Your Budget.
  • 71. | #PubCon @navahf 71 Action Item #2: Build in Remarketing Lists So Your Ad Spend Can Empower Itself Rather Than Live in a Vacuum
  • 72. | #PubCon @navahf 72 Action Item #3: Audit Your Copy For Each Stage of the Buying Cycle
  • 73. | #PubCon @navahf 73 Action Item #4: Conduct an Honest Audit of Your Business’s Profit Centers, Lead Values, and Growth Trajectories
  • 74. | #PubCon @navahf 74 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!
  • 75. © Copyright 2017 WordStream, Inc. All rights reserved. Thanks! Questions? Navah Hopkins nhopkins@wordstream.com

Editor's Notes

  1. This title slide is intended for webinar use only.