In this presentation given at HeroConf London, Kirk Williams discusses how to manage PPC well with a limited budget. “You have to spend money to make money” is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition.

1. Title
Subtitle
Body text
HOW TO PULL OFF
PPC FOR SMBs
Kirk Williams
Owner, ZATO Marketing

2. Definition of SMB (for us)
(Often)
Local
Simple
Account
Simple
Product or
Service

3. Definition of SMB (for us)
(Often)
Local
Simple
Account
Simple
Product or
Service
Low Budget
< $2500

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

5. Google right now with SMBs:

6. …buuuuuut, SMB reality.

7. “Where money is lacking, skill must abound.”
Month 1 Month 2 Month 3 Month 4
1,000
Visits
500
Visits
250
Visits

8. The Williamsessses

9. Walk Across Montana Diagonally = 1,279 km

10. Walk from London to Liezen, Austria = 1,271 km

13. “This is how we are going to rock at SMB PPC.”

14. 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!”

15. SMB SETUP STEP 1:
Pick a great Search
campaign structure.

16. SMB SETUP STEP 1:
Pick a great Search
campaign structure.

17. Chuck Norris’ opinion
(and mine):
WHACK

18. “Segment SMB
Campaigns by
Match Type, by
jove.”
MORE
WHACKS

19. … because Budget Control.

20. SMB SETUP STEP 2:
Start Remarketing
immediately

21. SMB SETUP STEP 3:
Start Bing Ads
immediately
(note: YMMV for non-US
campaigns)

22. Naming Campaigns: Avoid Confusion

23. Naming Campaigns: Avoid Confusion

24. So Remember:
The slower the
getaway car,
the more important a
good head-start.

25. SMB PPC TIP 2
Budget Like You’re
Not American.
“don’t buy
stuff you
cannot
afford!”

26. In SMB PPC,
Budgeting Well is as Essential as, well…

27. Idea: Use Shared Budgets
 Keep TOP (or big
spender) campaigns
separated

28. Idea: Use Shared Budgets
 Keep TOP (or big
spender) campaigns
separated
 Split Remaining
Campaigns into
Shared Budgets

29. Idea: Use ZATO’s SMB Automated Budget Rule
Strategy
Pause & assign
campaign labels
throughout the
month

31. Tip 3: Investigate Shape (formerly Steadybudget)
 Pull in Google +
Bing + FB to
control *total*
budget
 See budget
projections

32. Tip 4: SMB Budget
Requests
 Don’t be a Google rep

33.  Don’t be a Google rep
 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

34.  Don’t be a Google rep
 Use. Data.
 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

35. So Remember:
Budget Like You’re
Not American.
“don’t buy
stuff you
cannot
afford!”

36. SMB PPC TIP 3
Target Like Finn (100%) & Padme (84%), Not
Stormtroopers.

37. Target… Keywords
Prioritize
[exact]

38. Target… Keywords
Build out top
terms into
SKAGs

39. Target… Keywords

40. Target… Remarketing for Search
FYI SMB RLSA
CPA FTW LOLZ

41. Google claims:

42. but…

43. 3 Reasons to Pull Out RLSA in SMB Accounts
Random bid
modifiers =
monsters
1

44. 1
2
Return customers
≠
new customers
353% Increase in ROAS
588% Increase in CVR
Shopping Client
vs
3 Reasons to Pull Out RLSA in SMB Accounts

45. 3 Budget control, FTW
3 Reasons to Pull Out RLSA in SMB Accounts

46. TIP: Beating List Size Requirements
User Behavior and/or Micro-Conversions

47. SO REMEMBER
Target Like Finn (100%) & Padme
(84%), Not Stormtroopers.

48. SMB PPC TIP 4
Report Like a
Tattletale

49. SMB Reporting Rule Number 1:
Your clients are busy.
Don’t waste their attention with pointless
metrics

50. (Truth Bomb:
bounce rate = pointless reporting metric)

51. SMB Reporting Rule Number 2:
Don’t Over-report
Don’t waste your or
their time with low
budget weekly
reporting

52. SMB Reporting Rule Number 3:
Make it Pretty

53. SMB Reporting Rule Number 3:
Make it Pretty
kerpow

54. My SMB Reporting Tool Recommendation

55. SO REMEMBER
Report Like a
Tattletale

56. Back to our Big Question:
“Are we destined to be
out-bid and out-budgeted
by bigger competitors?”

57. In the words of a wise little green guy:
“Your targeting choose wisely,
you must.
Then,
out-maneuver your opponents,
you can.”

58. Thanks!
Slides + Links:
zatomarketing.com/london-smb
Twitter:
@PPCKirk