The customer journey is longer and starts earlier than it ever has before - it’s critical for brands to claim their position across the path to purchase using PPC channels in order to acquire new customers and increase revenue.

1. The customer journey is longer and starts earlier
than it ever has before - it’s critical for brands to
solidify their position across the path to purchase
using PPC channels in order to acquire new
customers and increase revenue.
Duct Tape Marketing Summit | October 2017
OVERVIEW
Have you added PPC to your digital
marketing strategy?
Duct Tape Marketing Summit

2. 1 What is PPC?
2 Why is PPC important?
3 How can I explain the value to my clients?
4
5
Today’s Top Focus Areas

3. What is PPC?
A model of internet marketing in which advertisers pay a fee each time one of their
ads is clicked. - WordStream

4. What are the most popular forms of PPC?

5. What are the most popular forms of PPC?
SOCIAL
Interests: people who are
interested in trail running

6. What are the most popular forms of PPC?
SEARCH
“trail running shoes”

7. What are PPC spend trends?
State of PPC - 2016/2017 http://www.hanapinmarketing.com/state-of-ppc-2016-2017/

8. How do I decide which form of PPC to utilize?
Facebook helps you find new customers, while Adwords helps new customers find
you.
Awareness
Consideration
Conversion
Loyalty
Facebook: Clicks, Views,
Quality Score
Adwords: Clicks, Conversion
Rate, Conversions
Adwords: Sales, Acquisition,
CPA, and ROI
Facebook Remarketing:
Frequency, CTR,
Conversions
Adwords Remarketing:
Frequency, CTR,
Conversions
Facebook: Clicks,
Engagements, Shares

9. Why is it essential for any marketing strategy?
If combined with other strategic marketing activities, it is one
of the best ways to drive quality traffic to your website that
will help increase leads.

10. Why should I care about PPC?

11. Divine Spaces

12. Situation
New brand - just launched website in 2017
Other marketing efforts: SEO, email and content
PPC budget - $2,000 per month
Digital marketing objectives:
● 3,800 total new quality visitors to the site
● 304 new guest signups
● 138 new host signups
● 90 bookings

13. Budget Allocation
● $500 to Facebook
targeting multiple
audiences
● $1,500 to AdWords
targeting key locations
and organized by use
case
25%
Facebook
75%
Adwords

14. Facebook
1. Identified the target market - created 5 key audience segments
2. Developed relevant content on the blog for each segment
3. Created custom target audiences in Facebook for each segment
4. Promoted content to the relevant audience

15. Facebook
1. Identified the target market - created 5 key audience segments
a. Creatives
b. Event Planners
c. Office Managers
d. Moms
e. Engaged
2. Developed relevant content on the blog for each segment
3. Created custom target audiences in Facebook for each segment
4. Promoted content to the relevant audience

16. Facebook
1. Identified the target market - created 5 key segments
2. Developed relevant content on the blog for each segment
a. Creatives - “5 Undiscovered Photo Studios for Rent in Montreal”
b. HR/Office Managers - “A Guide to Planning Your Company Holiday Party in Toronto”
c. Event Planners - “Discover Unique Venues and Event Space in Montreal”
d. Moms - “Unique Birthday Party Venues in Toronto”
e. Engaged “4 Unconventional Wedding Rehearsal Venues Montreal”
3. Created custom target audiences in Facebook for each segment
4. Promoted content to the relevant audience

17. Facebook
1. Identified the target market - created 5 key segments
2. Developed relevant content on the blog for each segment
3. Created custom target audiences in Facebook for each segment
a. Engaged “4 Unconventional Wedding Rehearsal Venues Montreal”
4. Promoted content to the relevant audience

18. Facebook
1. Identified the target market - created
5 key segments
2. Developed relevant content on the
blog for each segment
3. Created custom target audiences in
Facebook for each segment
4. Promoted content to the relevant
audience
a. Lifetime budget: $50
b. Days running: 7

19. Adwords
Can we craft relevant PPC keyword lists and proper ad text to achieve a high
Quality Score?
Ad Group Keywords Ads

20. Adwords
Can we craft relevant PPC keyword lists and proper ad text to achieve a high
Quality Score?
Ad Group Keywords Ads

21. Adwords
Can we craft relevant PPC keyword lists and proper ad text to achieve a high
Quality Score?
Ad Group Keywords Ads

22. Tools and Techniques Leverage
● Adwords Search Campaigns
● Google Keyword Planner
● Auto Tagging
● Google UTM Builder
● Google PageSpeed Insights
● Facebook Ads - Single Image and Carousel
● Custom Audiences

23. Results
● 14 new site visitors per day vs 80 new site visitors per day
● 1 sign up per day vs 5 sign ups per day
● Spent $1,500 in the past 30 days, cost per lead of $16
● Next steps: Improve website user experience to increase conversion
rates
Enabled PPC campaigns

24. How do I explain the value to my clients?

25. Multi-channel marketing is essential
All the engines work together to contribute to the marketing system.

26. Sample Scenario
Here’s a sample scenario for “Linda,” who is looking to hire a handyman
29
Lives in Kansas City
First time home owner - hosting holiday party
and wants to hire a handyman to paint the
dining room

27. Customer Process - Event #1
On her social channels, Linda talks about looking for a handyman

28. Customer Process - Event #2
Linda starts seeing Facebook Ads for a remodeling company

29. Customer Process - Event #3
Linda goes to the company’s Facebook page to check the location, hours, if there
are any reviews for handyman services.

30. Customer Process - Event #4
A recent Facebook post captures Linda’s attention and she visits the blog

31. Customer Process - Event #5
Linda sees another ad for the same company a few days later.

32. Customer Process - Event #6
Linda searches on Google for a handyman service.

33. Customer Process - Event #6
In the first ad space, Linda sees a result for a competitor.

34. Customer Process - Event #7
Linda clicks through to the competitor site and signs up for the email newsletter.

35. Customer Process - Event #8
As Linda is about to enter her zip code to find a handyman quote, the phone rings
and she has to leave.

36. And on and on and on….

37. There isn’t a traditional funnel anymore
1. You need to be in front of your customers across the entire customer journey -
PPC is critical if you want to do this
2. Not just how many times you show an ad - it’s about delivering the right
experience along the path to purchase.
3. If you don’t include PPC you are missing major touch points to interact with a
potential customer - and you can be sure if you aren’t there, your competitors
will be!

38. Final thoughts:
● PPC doesn’t work in isolation - you must have an integrated multi-channel
marketing system if you want to see results
● In general, Facebook is top of the funnel and Adwords is lower funnel. This
isn’t always the case, but the two channels are different and need separate,
yet integrated strategies.
● If you are going to hire an agency, you get what you give
● If you are going to do it yourself, take this class for Adwords and this class
for Facebook ($10 total!)

39. Brought to you by Tuff | October 2017
Thanks!
hello@tuff.is
www.tuff.is

40. Sources
What is PPC? http://www.wordstream.com/ppc
State of PPC - 2016/2017 http://www.hanapinmarketing.com/state-of-ppc-2016-2017/
Explaining The Value of PPC to the C-Suite: http://www.ppchero.com/explaining-the-value-of-ppc-to-the-c-suite/