Intro To SEM (Google Adwords) For Techstars Chicago
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Intro To Search Engine Marketing (Google Adwords) For Startups. Presented at TechStars Chicago by Elan Mosbacher, VP of Marketing @ SpotHero.
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Intro To SEM (Google Adwords) For Techstars Chicago
- 1. S E M F O R T E C H S T A R S ELAN MOSBACHER, SUMMER 2016
- 2. • Intro • Why SEM Matters • About Me • SEM vs SEO • Everything you need to know about SEM in 1 deck • How to not fail 2
- 3. G O O G L E T R E N D S
- 4. SPOTHERO ©2016 4 G O O G L E T R E N D S :
- 5. SPOTHERO ©2016 5 G O O G L E T R E N D S : S U P E R B O W L
- 6. SPOTHERO ©2016 6 G O O G L E T R E N D S :
- 7. W H Y S E M M A T T E R S
- 8. SPOTHERO ©2016 8 S E M I S A M A J O R I N V E S T M E N T F O R M O S T S T A R T U P S • Google is top 5 publicly traded company • > ¾ of Google’s revenue comes directly from SEM • After headcount, SEM is often biggest line item for startups https://en.wikipedia.org/wiki/List_of_public_corporations_by_market_capitalization https://investor.google.com/earnings/2015/Q3_google_earnings.html
- 9. SPOTHERO ©2016 9 T O P A C Q U I S I T I O N C H A N N E L S F O R C H I C A G O S T A R T U P S 24% 20% 8%8% 4% 4% 4% 4% 4% 4% 4% 4% 4%4% Top Acquisition Channels SEM SEO Word of Mouth Partnerships Social Referral PR Outbound Sales Other Facebook Email Direct Traffic Content Marketing Conferences
- 10. SPOTHERO ©2016 10 M A R K E T I N G B U D G E T F O R C H I C A G O S T A R T U P S 22% 56% 0% 11% 11%0%0% <$100K $100K to $499K $500K to $999K $1M to $5M $5M to $10M $10M to $25 M $25M to $100M $100M+
- 11. W H O A M I ?
- 12. SPOTHERO ©2016 12 A B O U T M E Elan Mosbacher • Serial Startup Marketer: Head of marketing @ 3 venture funded startups • VP of Marketing @ SpotHero Past 3 Years (Seed to Series B) • >$10 Million in SEM Management (3 FTE, countless consulting gigs) • Kellogg MBA, B.S. in Finance & Entrepreneurship • Techstars companies I’ve helped: o Power2Switch o GiveForward o WhimseyBox o UrbanLeash o SpotHero (as FTE)
- 13. S E M V S S E O
- 14. SPOTHERO ©2016 14 S E M W A R N I N G : A M I N U T E T O L E A R N , A L I F E T I M E T O M A S T E R
- 15. SPOTHERO ©2016 15 S E M V S S E O
- 16. SPOTHERO ©2016 1616 S E M ’ S A D V A N T A G E • Immediate traffic to your website • Flexible budget • Easy to scale • Optimized for testing • Measureable and data rich • Full control over targeting & ad copy • Capture existing demand resulting in relatively high ROI
- 17. SPOTHERO ©2016 17 H O W T O G E T S T A R T E D The 3-Step Elements Wave
- 18. E V E R Y T H I N G Y O U N E E D T O K N O W A B O U T S E M I N 1 D E C K . . .
- 19. SPOTHERO ©2016 19 S E M A D V E R T I S I N G A C C O U N T S T R U C T U R E
- 20. SPOTHERO ©2016 20 L E T ’ S S T A R T W I T H K E Y W O R D S
- 21. SPOTHERO ©2016 21 K E Y W O R D S What Keywords Are You Customers Looking For? • Google Keyword Planner • Google Instant / Google Suggest • Uber Suggest • SpyFu / SEM Rush • SKUs, or names of products and services you sell
- 22. SPOTHERO ©2016 22 K E Y W O R D S : K E Y W O R D P L A N N E R
- 23. SPOTHERO ©2016 23 K E Y W O R D S : K E Y W O R D P L A N N E R
- 24. SPOTHERO ©2016 24 K E Y W O R D S : G O O G L E I N S T A N T / S U G G E S T
- 25. SPOTHERO ©2016 25 K E Y W O R D S : U B E R S U G G E S T
- 26. SPOTHERO ©2016 26 K E Y W O R D S : S P Y F U O R S E M R U S H
- 27. SPOTHERO ©2016 27 K E Y W O R D S : M A T C H T Y P E S Not Relevant Less Targeted More Targeted Negative Match: -games Won’t show for: parking games Broad Match: parking Show: parking, best place to park Broad Match Modifier: +chicago +parking Show: chicago monthly parking, parking in chicago Not: Evanston parking Phrase Match: “chicago parking” Show: chicago parking rates, best chicago parking Not: Chicago cubs parking Exact Match: [chicago parking] Show: chicago parking Not: chicago parking rates, loop parking, parking chicago PRO TIP: When in doubt, use a more targeted keyword match type.
- 28. SPOTHERO ©2016 28 T I P : F O C U S O N T H E L O N G T A I L K E Y W O R D S
- 29. SPOTHERO ©2016 29 K E Y W O R D S U M M A R Y • Brainstorm keywords • Be sure to use the right match type • Be sure to use negative keywords • Group them into buckets of similar themes o Brand o Geo o By product or service o By stage of the funnel (e.g. ideas vs. compare vs. buy) Tip 1: Use the “search query” tool to find new exact match and new negative match terms Tip 2: This is an ongoing process. You do it regularly, not just once.
- 30. SPOTHERO ©2016 30 A D S & A D G R O U P S
- 31. SPOTHERO ©2016 31 A D S & A D G R O U P S • Themes of keywords go in a bucket called an ad group • On the front of the bucket, you’ll have an ad Adgroup 1 Adgroup 2 Adgroup 3 Brand Terms Product Terms Service Terms
- 32. SPOTHERO ©2016 32 A D S & A D G R O U P S
- 33. SPOTHERO ©2016 33 A D S & A D G R O U P S
- 34. SPOTHERO ©2016 34 A D S & A D G R O U P S Use the keywords in your ad Test at least two ad copy versions • Headlines • Descriptions • Display URL • Ad Extensions Make sure your keyword, ad and landing page offers match
- 35. SPOTHERO ©2016 35 Q U A L I T Y S C O R E & B I D D I N G Bidding • You set a max CPC you are willing to pay • Google looks at CPC, CTR & Quality score to determine what you pay • Better CTR means Google makes more money • Better CTR means higher quality score • Example: $1 x 1M or $1M x 1 Quality Score: • How relevant is your ad & landing page to the search term? • How strong is the click-through rate relative to others? • How good is the User Experience on the landing page? • Relevant ads are better for the user and make Google more money Therefore, Google reward higher quality score accounts with lower CPC
- 36. SPOTHERO ©2016 36 Q U A L I T Y S C O R E & B I D D I N G T I P S Quality Score Tips: • Tight buckets of keywords themes in adgroups • Tailor ad copy to intend of search, include keyword • Split test ads to boost click-through-rate (CTR) • Build landing page to meet needs to search
- 37. SPOTHERO ©2016 37 A C C O U N T S & C A M P A I G N S
- 38. SPOTHERO ©2016 38 A C C O U N T S & C A M P A I G N S Campaigns are where you set budget, targeting & distribution • Product line, geo, service type, etc • You have have multiple per product, geo, or service When your accounts get big enough (100ks keywords), you may open multiple accounts with one search engine under one MCC account
- 39. SPOTHERO ©2016 39 W A Y S T O M E A S U R E SEM is about balancing costs and volume • CPM = Cost Per 1000 impressions • CPC = Cost Per Click • CPL = Cost Per Lead • CPA = Cost Per Action or Acquisition • ROAS = Return on Ad Spend • GM = Gross Margin • CAC:LTV = Customer Acquisition Cost : Lifetime Value • Payback = How many months until you break even?
- 40. H O W N O T T O F A I L
- 41. SPOTHERO ©2016 41 P A R T 1 Ask: Is SEM right for you? • Target Audience (e.g. Not developers) • Demand Capture > Demand Generation • Budget? Competition? Profitability (e.g. eCommerce > social network)? Be sure your web analytics and conversion tracking are set up properly
- 42. SPOTHERO ©2016 42 P A R T 2 Keywords: Avoid broad match, which is the Google default because it makes them the most money Ad Groups: Get a granular as possible: • 1 keyword : 2 a/b tested ads : 1 dedicated landing page Bidding: Bid on: • Your brand terms • Long tail terms • Terms with purchase intent (e.g. rates, compare, vs., buy) • The specific products you sell (e.g. SKU #) Focus on one thing at a time • More volume (keywords) • Better CTR (ads) • Better conversion rates (landing pages)
- 43. SPOTHERO ©2016 43 P A R T 3 Start small and grow slowly, or you can waste a lot of money Don’t: Set & forget! Forget to ask for help. Hack: Take your competitors’ email subject lines & run an exact match display campaign…you’ll end up in your competitors’ customers gmail inboxes Get Adwords Editor! Makes life way easier Need help? For starters • One-time audit > ongoing monthly retainer
- 44. T H A N K Y O U Elan Mosbacher VP of Marketing elan@spothero.com @mosbacher 773.888.ELAN
- 45. SPOTHERO ©2016 45 A D D I T I O N A L R E S O U R C E S Terms to know: SEM SEO PPC CTR CPM Campaign Ad Group Ad Copy Keyword Exact Phrase Broad Broad Modifier Quality Score Where to get started: Google Adwords Certification (To learn) Google Adwords Account (To start) Google Keyword Planner (To build) Google Adwords Editor (To scale)