Learn Powerful PPC Tactics that Get You Leads In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results! Tactic #1: Remarketing Tactic #2: Provide Opportunities for Soft Conversions Tactic #3: Attribution Modeling Tactic #4: Measuring Phone Call Conversions Tactic #5: Interaction Mining Tactic #6: Targeting Local Customers Everywhere Tactic #7: Bid Modifiers Tactic #8: Device Segmentation Tactic #9: AdWords Shared Library Tactic #10: User Engagement Optimization

1. James Hardie® Building Products
Business Growth Webinar Series:
February 27, 2015
Powerful PPC Tactics that Get
You Leads

2. Your Presenter- Brian Seskin
2
 25+ Years Direct Marketing experience
including infomercials, DRTV, direct mail
and call center management.
 Deep experience with Home Improvement
Companies and contractor marketing
 15 Years in Digital Media with 6 years as
VP, Digital Marketing at NBCU/Comcast
 Ran Center of Excellence across Comcast companies for
both SEO and SEM.

3. Poll: Do you currently have a PPC
campaign?

4. Poll:
For those of you who answered
“Yes" - Are you confident your PPC
campaign is driving the results you
want?

5. 90% of PPC presentations & content focus
on the SAME AdWords optimization points:
Uncommon PPC Strategies & Tactics
 Keyword Expansion & Management
 Match Types
 Optimized Ad Copy
 Bid Management
 Quality Scores
 Negative Keywords
 Landing Page Optimization Looking Beyond the Basics

6. Customer Purchase Funnel
• Every lead that comes to your
site travels a unique journey
along the path to becoming your
customer—or not—and for those
that do convert to a sale, most of
them visit your site multiple times
before doing so.
• According to Google - customers
interact with a brand 4.3 times
over a two-day period directly
before they convert or make a
purchase.

7. TACTIC #1
Remarketing First!

8. Not anymore!
Today remarketing with Google
Adwords is as easy as 1-2-3 and
everybody should be doing it.
Once Upon a Time….
Remarketing was complex. Individual tags had to be created
for each target audience or segment and advertisers had to
hire a designer to develop display or rich media ads.

9. Why Remarketing?
• It Works!!! Numerous case studies have reported up to a 300-
400% Conversion Rate Lift on remarketing visits.
• Avg CPC rates are much lower on display network vs search ads
(target a qualified search audience at display advertising prices)
• Previous site visitors are the most interested and engaged
audience you can target.
• For all these reasons, Surefire now recommends that clients put
Remarketing First, before Paid Search Ads.

10. Simple Remarketing Setup
With this simple setup, you can have a remarketing campaign running in a
few days :
1. Update your Google Analytics tag to support display advertising.
2. Set up remarketing audiences in AdWords for anything you can
measure in GA: all site visitors, visitors to specific pages, funnel
abandons, etc.
3. Create remarketing text ads (same as search ads)
4. Set up a Frequency Cap to limit the impressions per visitor.

11. TACTIC #2
Provide Opportunities for Soft
Conversions

12. Capture Upper Funnel Leads
Some traffic may be early in the buying process
still researching and evaluating - but there is still
an opportunity to convert these prospects into
email subscribers, social media followers and/or
outbound telemarketing leads.
These Soft Leads are people willing to provide
their email address (or other personal
information) in exchange for useful content.
These valuable “upper funnel” leads are
interested; but not ready to make a purchase just
yet.
Nurturing these leads over time will build a sales
pipeline and generate new customers.

13. Soft Conversions: Quick Launch Steps
Add soft Call-To-Action touts to high traffic producing pages or global
page templates to encourage users to:
1. Subscribe to newsletters or email lists
2. Download ebooks or PDF Guides (e.g. Inspiration Brochure)
3. Enter to win prizes with simple sweepstakes or contests

14. TACTIC #3
Attribution Modeling

15. Attribution Model Definition
Previously a tool only available to
Premium Analytics subscribers
(at $150k per year), Google made a
basic attribution model tool
available for free in 2013.
A marketing attribution model is a strategy used to quantify the influence
each marketing impression or touchpoint has on a consumer’s decision
to make a purchase or lead conversion.

16. Last Interaction Model
Paid
Search
Social
Media
Organic
Search
In a Last Interaction model, 100% of the credit for a lead or sale is
attributed to the last visit prior to conversion. All standard reports in
Google Analytics use a Last Interaction model (the least useful of all
models).

17. First Interaction Model
In a First Interaction model, 100% of the credit for a lead is attributed to
the 1st visit that originated the potential customer’s contact with your
brand.
Paid
Search Social
Media
Organic
Search

18. Linear Model
In a Linear model, each traffic and/or marketing channel is given equal
credit for the conversion.
Paid
Search
Social
Media
Organic
Search

19. Role of Paid Search (PPC)

20. Sample Model Comparison
Total PPC Leads (Last Interaction) 54
Total PPC Leads (First Interaction) 87
Using this example, the leads generated by PPC visits based on
1st Interaction show a 61% increase vs. the Last Interaction model.
*Without this information, this client didn’t have visibility into true impact and ROI for their PPC
efforts. Armed with this new outlook on performance, the PPC marketing budget was increased.

21. GA Report: Model Comparison Tool

22. TACTIC #4
Measuring Phone Call Conversions

23. Phone Calls Make a Comeback
MOBILE WEB INFLUENCE
One of the byproducts of the mobile explosion is
an increase in the number of phone calls
businesses receive.
Put simply, more and more ad headline clicks
are becoming “click to call” actions. And the
trend is moving to desktop and tablet users too
as advertisers tap into the trend.
Google says 61% of mobile
searches result in a phone call!

24. Typical Online/Offline Conversions

25. Integrated Call Tracking & Analytics
Capabilities are continuously
expanding so you always know who is
calling and how they found you!
 Dynamic numbers can track calls back
to a PPC campaign, or even specific
ads and keywords.
 Phone call data can be integrated with
Google Analytics.
 Phone calls can be recorded and
played back
Sophisticated Call Tracking is now
affordable and relatively easy to implement
for any business.

26. Case Study: Home Improvement Contractor
Solution: After implementing basic phone tracking by adding a separate PPC
number to their landing page, client discovered that phone calls were generating
67% of their current leads.
The expanded data collection capabilities to measure PPC phone calls provided
client with two key results:
 A 215% increase in monthly leads.
 A 68% decrease in Cost Per Acquisition.
Problem: Analyzing campaign results over several months, client found that their
cost-per-acquisition (CPA) in the paid search channel had been rising. Based on
online form submissions, monthly leads were declining, driving a diminishing
return on investment.

27. Call Tracking: Quick Launch Steps

28. TACTIC #5
Interaction Mining
(Phone-Based Keyword Research)

29. Inbound Call Monitoring/Interaction Mining
Record and Listen to inbound calls: Prospects and
customers use the same words over the phone that they use
in online searches for your services.
*Typical keyword research
tools often can’t make
intelligent connections
between different keyword
phrases.

30. TACTIC #6
Targeting Local Customers
Everywhere

31. National Ads for Local Advertisers
FACT
Prospects in your service area are frequently
searching for local based services while out
of the area – whether traveling, at work, or on
vacation.
SOLUTION
Create a national targeted campaign using
Exact Match keywords with geo-modifiers.
EXAMPLE
Prospect is on his way home from a summer
vacation and is looking for estimates on
replacing his roof when arriving home.
He searches on “siding company reston va”
while on the beach in Florida.

32. TACTIC #7
Bid Modifiers

33. Enhanced Campaigns: Bid Modifiers
Bid modifiers (a/k/a Bid Adjustments) are one of the most
powerful and useful new features launched with Google
Enhanced Campaigns.
Bid Modifiers allow advertisers a simple way to alter your base
keyword bid using 4 additional factors:
1. Geographic Location
2. Day
3. Time
4. Device Type

34. Location-Based Modifiers

35. Day/Time Modifiers

36. TACTIC #8
Device Segmentation

37. The Enchanced Campaigns Headache
In addition to several great new features, Enhanced Campaigns also
caused an uproar in the paid search world.
The controversial “device unification” changes created a new ad platform
which effectively killed the ability to run separate Desktop and Mobile
campaigns. However, there is a workaround….

38. Device Segmentation Now
Setting up separate mobile campaigns can still be done using the
following strategy:
1. Create campaign and set the mobile Bid Adjustment to negative
100% in order to completely opt out of smartphone traffic.
2. Copy the campaign (adding "Mobile" to name), and set all bids
much lower - around 25% of desktop bids.
3. Set the Bid Adjustment for the mobile campaign up to a
maximum boost of 300% based on conversion data.
4. Set mobile preference on all ads.

39. TACTIC #9
AdWords Shared Library

40. Shared Library Benefits
The Shared Library feature allows advertisers to save time and drive
better results by sharing key assets and settings across several
campaigns:
 Text Ads
 Audiences
 Bid Strategies
 Budgets
 Negative Keywords
 Exclusions

41. Shared Budget Example
Creating a Shared Budget allows you to capture daily/weekly shifts in
traffic, lead flow and demand for specific products based on news,
weather events and other external factors.

42. TACTIC #10
User Engagement Optimization

43. Good Behavior = More Customers
Looking at lead conversions only gives you half the story. Campaigns should
also be optimized against User Engagement metrics like Bounce Rate, PVs and
Avg Time on site. Highly engaged visits today generate customers tomorrow.

44. Optimize Pages For Engagement
There are a million articles on Conversion Rate Optimization (CRO), but
pages can also be tweaked for improved User Engagement. Why do
this? The longer a visitor stays on your site, the more likely they are
to convert.
This is based on a proven direct marketing principle of Consistency &
Commitment which essentially states “if people start to commit to an idea
or goal, they are more likely to act in ways which are congruent with
actions they have already taken and subconscious self-image”

45. If all this is too much…
2
You’re not alone. Get Help!
Surefire Social-
 Started in 2009 with 1 client, 3 people and a good idea
 Today- 225 clients and over 120 SEO/internet specialists
 90%+ clients in Home Improvement business
 2014 named to the Inc. 500- number 341
 Next-generation technology stack- SurePulse- debuts in
March 2015

46. Marketing Technology Landscape January 2014
E
BACKBONE
PLATFORMS
MIDDLE-
WARE
CRM Marke ng Automa on / Integrated Marke ng Web Site / WCM / WEM E-commerce
User Mgmt Cloud Connectors APIs
MARKETING EXPERIENCES
Channel/Local Mktg
Marke ng Resource Mgmt
MARKETING OPERATIONS
Agile & Project Mgmt
Dashboards
Marke ng Analy cs
Business Intelligence
Digital Asset Mgmt
Marke ng Data
Sales Enablement
Content Marke ngPersonaliza on
Tes ng & Op miza on
SEO
Marke ng Apps
Customer Experience/VoC
Calls & Call Centers
Events & Webinars
Loyalty & Gamifica on
Social Media Marke ng
Communi es & Reviews
Video Ads & Marke ng
Email Marke ng
Display Adver sing
Search & Social Ads
Tag ManagementData Management Pla orms/Customer Data Pla orms
Web & Mobile Analy cs
Mobile Marke ng
Crea ve & Design
2
Because the Technology is Overwhelming...

47. Get a Free PPC Marketing Analysis
2
Visit www.surefiresocial.com/james-hardie
Start Getting More Leads!