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[Dallas drapery]
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Keyword Types – Exact Match](https://image.slidesharecdn.com/iwceppcwebinartues130-220407011020/75/IWCE-PPC-Webinar-Tues-130-pptx-31-2048.jpg)
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IWCE PPC Webinar Tues 130.pptx
This document provides an overview of maximizing lead flow through pay-per-click (PPC) and Google Ads for window treatment businesses. It covers essential strategies such as campaign structuring, ad types, landing page optimization, important KPIs, and common pitfalls in PPC campaigns. The information emphasizes the scalability and effectiveness of PPC as a key component of broader internet marketing strategies.
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IWCE PPC Webinar Tues 130.pptx
- 1. 1 HOW TO MAXIMIZEYOUR LEAD FLOW WITH PPC & GOOGLE ADS
- 2. 2 You’re About toDiscover… • What is PPC? • How to structure your Pay-Per-Click marketing campaign for minimum cost per lead & maximum ROI • Landing Pages • Important KPIs & Tracking • What’s Working Now? • Why PPC is key to unlimited scalability in terms of lead flow for your window treatment business • Why Most PPC Campaigns FAIL
- 3. 3 Who Am I& Why Should You Listen to Me?
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- 5. 5 The Digital DominanceMethod
- 6. 6 The Digital DominanceMethod
- 7. 7 Have you usedPPC as part of your lead generation in the past?
- 8. 8 Should PPC BePart of My Overall Internet Marketing Strategy?
- 9. 9 Biggest Impact onLead Generation
- 10. 10 “Home Services” category SEO= 3.4% average PPC = .36% average
- 11. 11 This is NotAbout One vs Another
- 12. 12 Making PPC Workfor Top Results
- 13. 13 The Digital DominanceMethod
- 14. Yes! PPC ShouldBe Part of Your Internet Marketing strategy • Start showing up quickly • Show up as often as possible where your customers are looking • Show up for non geo-modified terms “shutters”, “drapery”, “awning repair”, “canopies”, etc • Unlimited scalability * 14 * requires unlimited budget!
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- 16. 16 Lots of PPCPlatforms 16
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- 19. 19 Search Ads =Most Common
- 20. 20 Search Ads =Most Common
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- 24. Top-level “categories” foreach silo of your business Brand Campaign Generic Window Treatments Hard Treatments Soft Treatments Upholstery Repair Commercial Campaigns
- 25. Your campaign mustbe broken into smaller ad groups targeting the various services that you provide so that your text ads match what the person typed Hard Treatments •Blinds •Shades •Shutters Upholstery • Bedding • Furniture Soft Treatments •Drapery/Curtain •Swags •Valances AdGroups Cleaning or Repair •Commercial •Hospitality •Govt •Residential Commercial •Restaurants •Hospitality •Gov’t •Churches
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- 27. Broad Match draperies window treatments draperiesdallas dallas drapery Keyword Types – Broad Match
- 28. Broad Match Modified BroadMatch Phrase Match Exact Match Keyword Types
- 29. Modified Broad Match +draperies +windowtreatments +drapery +Dallas +Draperies +Drapery + Dallas Keyword Types – Modified Broad Match
- 30. Phrase Match “awnings NearMe” “awnings in Dallas” “Dallas awnings” Keyword Types – Phrase Match
- 31. Exact Match [Dallas drapery] [awningsin Dallas] Keyword Types – Exact Match
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- 39. 39 Tell Them WhatYou Want Them to Do
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- 46. 46 Ad Extensions: DenverWindow Treatments Look at how much more space they get vs the competition!
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- 50. 50 Website Landing Pages •Home Page (generic searches only!) • Product pages (match to AdGroup) • Specials page (match to keywords) • Blog articles (typically not purchase based) • City Pages (match by keyword or geo) • Contact Us page (not a great customer experience/no “courting”)
- 51. 51 Website Landing Pages PROs •More information • They can look around • Great for people in “research mode” CONs • More information/choices • They can look around • Difficult to test/many variables • Potential lost opportunity (and budget) due to distractions
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- 53. 53 Squeeze Landing Pages •Product-specific • Meant to do one thing • Caters to “purchase mode”
- 54. 54 Squeeze Landing Pages PROs •“to the point” • No distractions • Only one way out • Easy to test • Great for people in “purchase mode” CONs • Less information • They can’t look around
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- 56. 56 Step 1: SetUp Conversion Tracking
- 57. 57 Step 1: SetUp Conversion Tracking
- 58. 58 Step 1: SetUp Conversion Tracking
- 59. Don’t even thinkabout spending another penny till you have conversion tracking in place! 59
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- 62. •Total Spend •Average CostPer Click •Average Cost Per Lead (Calls, Web Forms, Chat) 62 Most Important KPIs
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- 66. 66 Maps Ads =Secret Weapon?
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- 75. 75 Why Most PPCCampaigns Fail
- 76. 76 Failure to UnderstandAuction Process
- 77. 77 Add Ads inOne Bucket
- 78. 78 Add Ads inOne Bucket (great way to blast through a budget real fast!)
- 79. Ads Don’t MatchLanding Page
- 80. 80 No “Obvious NextStep”
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- 83. • How muchof my budget will go to Google AdWords spend vs. management fees • What type of tracking will you be putting in place? Do you do AdWords Call & Web Form Conversion tracking? If you don’t have web & call conversion tracking that pulls into AdWords you will be at a MAJOR disadvantage vs. the competition. Will you delineate PPC calls vs. Organic Calls? • How will we track our Key Performance Indicators (KPIs)? Key Metric - Average cost per lead generated • Will you be setting up specific landing pages for each Ad groups or will the traffic be directed to the home page? If you are driving traffic to landing pages how will those pages be optimized for conversion? • Do you split-test test ads for each Ad group? • Will you be leveraging all of the Ad extensions to make my text Ads stand out in the search results? • What are our targets in terms of Cost Per Lead & Return On Investment (ROI)? 83 Hiring a PPC Person?
- 84. 84 The Digital DominanceMethod
- 85. 85 The Digital DominanceMethod
- 86. What Questions DoYou Have?
- 87. Thank You! Let’s TalkStrategy! Booth #937 WTMarketingPros.com/strategy