The document outlines strategies for small to medium business (SMB) pay-per-click (PPC) advertising, emphasizing that SMB PPC can be effective if accounts are well-structured, targeting is precise, budgeting is smart, and communication is clear. Key tips include the importance of using a slow start to build momentum, budgeting carefully, prioritizing exact match keyword targeting, and effective reporting practices. The author asserts that with the right approaches, SMBs can compete against larger brands in the PPC landscape.

1. #SMX #24B1 @PPCKIRK
How to Survive & Thrive
at SMB PPC

2. #SMX #24B1 @PPCKIRK
THE BIG QUESTION
ABOUT LITTLE PPC
Can SMB PPC really work?
Or are we destined to be outbid and
out-budgeted by the big brands?
Source: Sportsmanagementdegreehub.com/wp-content/uploads/2013/06/5.-Greg-Grant.jpg

3. #SMX #24B1 @PPCKIRK
Definition of SMB (for us)

4. #SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often)
Local

5. #SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often)
Local
Simple
Account

6. #SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often)
Local
Simple
Account
Simple
Product or
Service

7. #SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often)
Local
Simple
Account
Simple
Product or
Service
Low Budget
< $2500

8. #SMX #24B1 @PPCKIRK
SMB requires skill, since you can’t “just throw budget at it.”
Month 1 Month 2 Month 3 Month 4
1,000
Visits
500
Visits
250
Visits

9. #SMX #24B1 @PPCKIRK
Kirk Williams, @PPCKirk
Blogger: Search Engine
Land, Moz, PPC Hero,
Wordstream, Klientboost
Speaker: SMX, Hero Conf,
Confluence Con, State of
Search, SLC DMC
Billings, MT

10. #SMX #24B1 @PPCKIRK
“Worthless
man.”
My Mother-
in-Law says
I do PCP.

11. #SMX #24B1 @PPCKIRK
“Worthless
man.”
My Mother-
in-Law says
I do PCP.

12. #SMX #24B1 @PPCKIRK
“This is how we are going to rock at SMB PPC.”

13. #SMX #24B1 @PPCKIRK
SMB PPC TIP 1
The slower the
getaway car,
the more important a
good head-start.
“It’s a setup!
Step on it,
Vinnie, drive!”

14. #SMX #24B1 @PPCKIRK
SEARCH
Account
Structure
HOTLY DEBATED

15. #SMX #24B1 @PPCKIRK
Chuck Norris’ opinion
(and mine):
WHACK

16. #SMX #24B1 @PPCKIRK
“Why, segment
SMB Campaigns
by Match Type,
by jove.”
MORE
WHACKS

17. #SMX #24B1 @PPCKIRK
Account Organization & Budgeting
Separate
Campaigns by
Match Type
(OK, with some
SKAGS) for
Budget Control

18. #SMX #24B1 @PPCKIRK
Remarketing (more on this later)
Display
Remarketing
Search
Remarketing

19. #SMX #24B1 @PPCKIRK
Bing Ads: USE IT

20. #SMX #24B1 @PPCKIRK
Naming Campaigns: Avoid Confusion

21. #SMX #24B1 @PPCKIRK
Naming Campaigns: Avoid Confusion

22. #SMX #24B1 @PPCKIRK
So Remember:
The slower the
getaway car,
the more important a
good head-start.

23. #SMX #24B1 @PPCKIRK
SMB PPC TIP 2
Budget Like You’re
UnAmerican.
“don’t buy
stuff you
cannot
afford!”

24. #SMX #24B1 @PPCKIRK
In SMB PPC,
Budgeting Well is as Essential as…

25. #SMX #24B1 @PPCKIRK
Tip 1: My SMB Automated Budget Rule Strategy
Pause & assign
campaign labels
throughout the
month

26. #SMX #24B1 @PPCKIRK
My SMB Automated Budget Rule Strategy

27. #SMX #24B1 @PPCKIRK
Tip 2: Shared Budgets: An SMB Win!
ü Keep TOP (or big
spender) campaigns
separated
ü Split Remaining
Campaigns into
Shared Budgets

28. #SMX #24B1 @PPCKIRK
Tip 3: Investigate Shape (formerly Steadybudget)
ü Not a paid ad J
ü Pull in Google +
Bing + FB to
control *total*
budget
ü See projections

29. #SMX #24B1 @PPCKIRK
Tip 4: SMB Budget
Requests
ü Don’t be a Google rep

30. #SMX #24B1 @PPCKIRK
ü Don’t be a Google rep
ü Use. Data.
SCENARIO
Monthly Budget: $2000
Monthly Leads: 100
Avg CPA: $20 (Lowest possible)
Google: Missing 25% imp
Est loss: 25 leads per month
Tip 4: SMB Budget
Requests

31. #SMX #24B1 @PPCKIRK
ü Don’t be a Google rep
ü Use. Data.
ü Make hard, realistic recos
SCENARIO
Monthly Budget: $2000
Monthly Leads: 100
Avg CPA: $20 (Lowest possible)
Google: Missing 25% imp
Est loss: 25 leads per month
__________________
Suggestion: Raise to $2500
Tip 4: SMB Budget
Requests

32. #SMX #24B1 @PPCKIRK
So Remember:
Budget Like You’re
UnAmerican.
“don’t buy
stuff you
cannot
afford!”

33. #SMX #24B1 @PPCKIRK
SMB PPC TIP 3
Target Like Finn (100%) & Padme (84%), Not Stormtroopers.

34. #SMX #24B1 @PPCKIRK
Keyword Targeting
Prioritize
[exact]

35. #SMX #24B1 @PPCKIRK
Keyword Targeting
Build out top
terms into
SKAGs

36. #SMX #24B1 @PPCKIRK
SMB KW Research – No Monthly $$ Required!

37. #SMX #24B1 @PPCKIRK
Remarketing Audiences
SMB RLSA FTW

38. #SMX #24B1 @PPCKIRK
Remarketing Audiences

39. #SMX #24B1 @PPCKIRK
Remarketing Audiences

40. #SMX #24B1 @PPCKIRK
3 Reasons to Separate RLSA from Search
Random bid modifiers =
monsters
1

41. #SMX #24B1 @PPCKIRK
1 Random bid modifiers =
monsters
2 Return customers ≠
new customers
353% Increase in ROAS
588% Increase in CVR
Shopping Client
vs
3 Reasons to Separate RLSA from Search

42. #SMX #24B1 @PPCKIRK
1
Random bid modifiers =
monsters
2
Return customers ≠
new customers
3 Budget control, FTW
3 Reasons to Separate RLSA from Search

43. #SMX #24B1 @PPCKIRK
Lists = User Behavior + Micro-Conversions

44. #SMX #24B1 @PPCKIRK
SO REMEMBER
Target Like Finn (100%) & Padme (84%), Not Stormtroopers.

45. #SMX #24B1 @PPCKIRK
SMB PPC TIP 4
Report Like a
Tattletale
“your CPA rose
inexplicably”

46. #SMX #24B1 @PPCKIRK
SMB Reporting Rule Number 1:
Your clients are busy.
Don’t waste their attention with pointless metrics

47. #SMX #24B1 @PPCKIRK
E.g., bounce rate = pointless metric.

48. #SMX #24B1 @PPCKIRK
SMB Reporting Rule Number 2:
Don’t Over-report
Don’t waste your
or their time with
low budget weekly
reporting

49. #SMX #24B1 @PPCKIRK
SMB Reporting Rule Number 3:
Make it Pretty
They don’t have time to page through excel files.

50. #SMX #24B1 @PPCKIRK
SMB Reporting Rule Number 3:
Make it Pretty
They don’t have time to page through excel files.
kerpow

51. #SMX #24B1 @PPCKIRK
My Reporting Tool Recommendation

52. #SMX #24B1 @PPCKIRK
SO REMEMBER
Report Like a
Tattletale
“your CPA rose
inexplicably”

53. #SMX #24B1 @PPCKIRK
So, can SMB PPC Really Work???
Are we destined to be outbid and
outgunned buy bigger competitors?

54. #SMX #24B1 @PPCKIRK
YES, SMB PPC can work, if we:
ü Set up our accounts well
ü Target accurately
ü Budget Intelligently
ü Communicate well

55. #SMX #24B1 @PPCKIRK
Thank You!
Slides + Links:
zatomarketing.com/smb-ppc