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How to Get the Most From
Pay Per Click Marketing

                  Mike Volpe
              VP Inbound Marketing
                          HubSpot

                 Twitter: @mvolpe
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blogging
• Direct mail         • Social Media
• Email blasts        • RSS
• Print ads           • Free tools/trials
• TV/radio ads        • Public Relations

 Interruption           Permission
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: Gaetoan Lee
PPC & Inbound Marketing
Caution: MATH




                Flickr:
                Flickr: akisra
Is PPC Inbound Marketing?


YES                    NO
• Not interruptive     • Not building long
                         term asset
• Permission based
                       • Expensive
•LLeverages search h
                       • Not a sustainable
                         business advantage
                         bi         d    t
PPC vs. SEO




                          SEO = Working Out
PPC = Liposuction
                          • More Time and Effort
• Fast & Easy
                          •LLess $ & L
                                     Long L i
                                          Lasting
• Expensive & Temporary
PPC Math



SEO M h
    Math
PPC vs. SEO
PPC’s Place in Inbound Marketing
• Fast feedback
  • Don’t get addicted!

• Test conversions by
  keywords
  k      d

• Promote short term
  events

• Test new products /
  markets
PPC Overview & Tips
The PPC Lead Generation Process
1. Ad Impressions

  x [Click Through Rate (CTR)] =


2. Clicks (website visitors)

  x [Conversion Rate] =


3.
3 Leads
PPC Math Tutorial
How Much to Bid

• Bid as m ch as you can afford based on your
         much     o      afford,          or
  value per lead.

• There are a bunch of more advanced bidding
  strategies that we will not discuss today.
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interactions among keywords, ads and
3It       ti          k     d    d    d
   landing pages
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interactions among keywords, ads and
3It       ti          k     d    d    d
   landing pages
Testing Different Ads
• Use keywords in the ads
  • Dynamic keyword insertion
• Put together ads from component pieces
• Test certain words like “free” or “download”
• Look at other ads from competitors
                               p
Improving CTR
Dynamic Keyword Insertion
Search is for “inbound marketing software”
• {keyword} = “inbound marketing software”
                inbound           software
• {Keyword} = “Inbound marketing software”
• {KeyWord} = “Inbound Marketing Software”

Use default words
• {KeyWord:The Default Words Go Here}
• Required in case search phrase is really long
  or there is an error
Match Type




• Broad match
  • “Your ads could also show for singular/plural forms, synonyms,
                                     g     p           ,y     y,
    and other relevant variations”
• Phrase match (enter keyword with quotes)
  • “…Ad [is] eligible to appear when a user searches [your phrase]
       Ad
    with other terms before or after the phrase”
• Exact match (enter keyword with brackets)
  • “…Ad [is] eligible to appear when a user searches [your phrase]
    without any other terms in the query.”
Improving CTR



           • Iterative process

           • Test refine
             Test, refine,
             repeat
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interactions among keywords, ads and
3It       ti          k     d    d    d
   landing pages
Landing Page Tips
•   Keep it simple & short
•   Limit na igation
          navigation
•   Must have a form!
•   Align it with the keywords and ads
•   Make sure conversion tracking is set up

• Free Webinar on Landing Pages
• http://www.hubspot.com/marketing-webinars/optimizing-
  landing pages for lead generation webinar archive/
  landing-pages-for-lead-generation-webinar-archive/
Getting More Out of PPC

1.
1 Click Through Rate (CTR)
  • Your Ads

2. Conversion Rate
  • Your Landing Page

3. Interactions among keywords, ads and
3It       ti          k     d    d    d
   landing pages
State of mind of the searcher
• Keyword Bid: “Marketing”
• Ke ord Searched “Marketing Soft Drinks”
  Keyword Searched:
• Ad Displayed: “Internet Marketing Kit”

• Click through is unlikely
State of mind of the searcher
•   Keyword Bid: “Internet Marketing”
•   Keyword Searched:
    Ke ord Searched “Internet Marketing”
•   Ad Displayed: “Internet Marketing Kit”
•   Landing Page: “Branding Webinar”

• Conversion is unlikely
State of mind of the searcher
• Keyword Bid: “Internet Marketing”
• Ke ord Searched “Internet Marketing
  Keyword Searched:
  Video”
• Ad Displayed: “Internet Marketing Kit”
  (includes videos and whitepaper)
• Landing Page: “Internet Marketing Kit”

• Results: >1% CTR and >15% Conversion
Everything Works Together
• Small, focused groups of words
  • More phrases than single words
  • Use negative words (e.g., “- free”)
  •CConsider using Ph
         id    i Phrase M t h or E
                          Match Exact M t h
                                        t Match
• Focused, specific ads that fit with keywords
  • Test dynamic keyword insertion
• Focused, specific landing pages that fit with
  ads
State of mind of the searcher
State of mind of the searcher
Everything Works Together
Break It Down & Get Specific
• Low ROI
  • Bid on a few very high volume words using
    generic ads and send traffic to your homepage

• High ROI
  • More Ad Groups
  • More keywords, but broken into lots of small
    groups of keywords
  • More targeted ads, with offer and language
  • More landing pages, targeted toward the
    keywords, ads and offer
    k      d    d   d ff
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
         Become a Fan:
 http://facebook.hubspot.com


       Mike Volpe
 VP Inbound Marketing

    Twitter: @mvolpe
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO                        Blogs
              Management

                          Social
          Landing
                          Media
           Pages

                   Lead
               Intelligence


                    CRM
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D        i     h keywords tod
                 optimize your pages around based
                 on relevance, search volume, and
                 how difficult it will be to rank on the
                 first page of Google
             •   Identify critical long tail words (high
                 conversion rates, low competition)
             •   Monitor your rank against
                 competitors for each
                 keyword/phrase
             •   Determine the specific page on
                 y
                 your site that is ranking for each
                                           g
                 keyword(phrase) and how to make
                 further improvements
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
                  more return from your existing
                  links
              •   Monitor your live inbound links
                  and which inbound links are
                  producing the most value for you
              •   Aggregate your competitors
                  inbound links to discover new link
                  building opportunities that you
                  have not taken advantage of
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page of your site to
                       see which produce the most
                       value for you (traffic, leads,
                       ranked k
                          k d keywords, li k )
                                       d links)
                   •   Automatically recommend
                       improvements to optimize each
                       page of your site
                              f       it
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural process to
                                     l
                 consistently update content on
                 your site, achieve more frequent
                 search engine crawls, and
                 improve authority
                 i           th it
             •   Develop an audience of email
                 and RSS subscribers
             •   Attract more inbound links (“link
                                            ( link
                 bait”)
             •   Write keyword rich content to
                 attract more high conversion rate
                 traffic
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   Automatically develop more
             intelligence around each lead
             (number of visits, time on site,
             pages visited, comments written
             on blog, documents downloaded,
                     g
             information submitted via web
             forms created)
         •   Increase close rate through
             improved l d quality
             i         d lead    lit
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSpot
                     software allow you to understand
                     the effects of all your marketing
                     activities so you can optimize
                        ti iti                ti i
                     your efforts and allocate your time
                     and money towards the programs
                     that generate the most leads and
                     sales for your business
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
                   marketing efforts and delivers
                   highlights and actionable insights
                   based on your d t
                   b    d         data
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are experienced in all aspects of
                     online marketing and specifically
                     trained on HubSpot's products and
                                HubSpot s
                     methodologies

                 •   Consulting sessions focus on these
                     topics based on the specific needs
                     of the client
HubSpot Training Materials and Resources
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
         Become a Fan:
 http://facebook.hubspot.com


       Mike Volpe
 VP Inbound Marketing

    Twitter: @mvolpe

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How to Get the Most Out of Pay Per Click

  • 1. How to Get the Most From Pay Per Click Marketing Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe
  • 2. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 3. Inbound Marketing Blog g SEO Social Media
  • 4. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  • 5. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  • 6. PPC & Inbound Marketing
  • 7. Caution: MATH Flickr: Flickr: akisra
  • 8. Is PPC Inbound Marketing? YES NO • Not interruptive • Not building long term asset • Permission based • Expensive •LLeverages search h • Not a sustainable business advantage bi d t
  • 9. PPC vs. SEO SEO = Working Out PPC = Liposuction • More Time and Effort • Fast & Easy •LLess $ & L Long L i Lasting • Expensive & Temporary
  • 10. PPC Math SEO M h Math
  • 12. PPC’s Place in Inbound Marketing • Fast feedback • Don’t get addicted! • Test conversions by keywords k d • Promote short term events • Test new products / markets
  • 14. The PPC Lead Generation Process 1. Ad Impressions x [Click Through Rate (CTR)] = 2. Clicks (website visitors) x [Conversion Rate] = 3. 3 Leads
  • 16. How Much to Bid • Bid as m ch as you can afford based on your much o afford, or value per lead. • There are a bunch of more advanced bidding strategies that we will not discuss today.
  • 17. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  • 18. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  • 19. Testing Different Ads • Use keywords in the ads • Dynamic keyword insertion • Put together ads from component pieces • Test certain words like “free” or “download” • Look at other ads from competitors p
  • 21. Dynamic Keyword Insertion Search is for “inbound marketing software” • {keyword} = “inbound marketing software” inbound software • {Keyword} = “Inbound marketing software” • {KeyWord} = “Inbound Marketing Software” Use default words • {KeyWord:The Default Words Go Here} • Required in case search phrase is really long or there is an error
  • 22. Match Type • Broad match • “Your ads could also show for singular/plural forms, synonyms, g p ,y y, and other relevant variations” • Phrase match (enter keyword with quotes) • “…Ad [is] eligible to appear when a user searches [your phrase] Ad with other terms before or after the phrase” • Exact match (enter keyword with brackets) • “…Ad [is] eligible to appear when a user searches [your phrase] without any other terms in the query.”
  • 23. Improving CTR • Iterative process • Test refine Test, refine, repeat
  • 24. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  • 25. Landing Page Tips • Keep it simple & short • Limit na igation navigation • Must have a form! • Align it with the keywords and ads • Make sure conversion tracking is set up • Free Webinar on Landing Pages • http://www.hubspot.com/marketing-webinars/optimizing- landing pages for lead generation webinar archive/ landing-pages-for-lead-generation-webinar-archive/
  • 26. Getting More Out of PPC 1. 1 Click Through Rate (CTR) • Your Ads 2. Conversion Rate • Your Landing Page 3. Interactions among keywords, ads and 3It ti k d d d landing pages
  • 27. State of mind of the searcher • Keyword Bid: “Marketing” • Ke ord Searched “Marketing Soft Drinks” Keyword Searched: • Ad Displayed: “Internet Marketing Kit” • Click through is unlikely
  • 28. State of mind of the searcher • Keyword Bid: “Internet Marketing” • Keyword Searched: Ke ord Searched “Internet Marketing” • Ad Displayed: “Internet Marketing Kit” • Landing Page: “Branding Webinar” • Conversion is unlikely
  • 29. State of mind of the searcher • Keyword Bid: “Internet Marketing” • Ke ord Searched “Internet Marketing Keyword Searched: Video” • Ad Displayed: “Internet Marketing Kit” (includes videos and whitepaper) • Landing Page: “Internet Marketing Kit” • Results: >1% CTR and >15% Conversion
  • 30. Everything Works Together • Small, focused groups of words • More phrases than single words • Use negative words (e.g., “- free”) •CConsider using Ph id i Phrase M t h or E Match Exact M t h t Match • Focused, specific ads that fit with keywords • Test dynamic keyword insertion • Focused, specific landing pages that fit with ads
  • 31. State of mind of the searcher
  • 32. State of mind of the searcher
  • 34. Break It Down & Get Specific • Low ROI • Bid on a few very high volume words using generic ads and send traffic to your homepage • High ROI • More Ad Groups • More keywords, but broken into lots of small groups of keywords • More targeted ads, with offer and language • More landing pages, targeted toward the keywords, ads and offer k d d d ff
  • 35. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe
  • 37. Inbound Marketing System Content SEO Blogs Management Social Landing Media Pages Lead Intelligence CRM
  • 38. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on y your site that is ranking for each g keyword(phrase) and how to make further improvements
  • 39. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  • 40. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  • 41. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  • 43. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through improved l d quality i d lead lit
  • 44. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  • 45. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
  • 46. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  • 47. HubSpot Training Materials and Resources
  • 48. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe