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![| PPC 101 Webinar 13
[Meanwhile, behind the scenes]
A real-time ad auction takes place.
Your bid and quality score are taken into
account to determine if/where your ad
http://hanscs.com/wp/wp-content/uploads/google_adwords_auction2.jpg](https://image.slidesharecdn.com/ppcwebinar2015-carie-150915153618-lva1-app6891/75/PPC-101-13-2048.jpg)
Uploaded byThree Deep Marketing
PPC 101
The document outlines a series of webinars on pay-per-click (PPC) marketing, discussing its effectiveness for businesses and providing guidance on the PPC process, including campaign discovery, implementation, optimization, and measurement of success. Key topics include the importance of keyword research, relevance in ads and landing pages, and real-world case studies from fitness and health care companies that illustrate PPC strategies and results. The document also emphasizes the measurable ROI of PPC and offers tools for keyword and competitive research.
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PPC 101
- 1. | PPC 101Webinar 1 Three Deep Marketing PPC 101
- 2. | PPC 101Webinar 2 Who am I and why are we here? Carie Otto Paid Media & Optimization Strategist Three Deep Marketing Why are we here? To see if and how pay-per-click marketing may be effective for your business.
- 3. | PPC 101Webinar 3 Digital Marketing Objectives For B2B Companies
- 4. | PPC 101Webinar 4 Digital Marketing Objectives For B2C Companies
- 5. | PPC 101Webinar 5 - Every Marketer, Everywhere “Nobody clicks on ads anymore”
- 6. | PPC 101Webinar 6 …and I’m like: a) Oh my God, that means I’m going to lose my job! b) Sorry internet – the end is near… c) That’s just WRONG. http://delucainsight.com/wp-content/uploads/2014/09/woman-screaming.jpg
- 7. | PPC 101Webinar 7 According to Wordstream, for keyword searches with high purchase intent (buy, purchase), nearly 2/3 clicks go to paid ads. Paid ads dominate up to 85% of above-the-fold SERP real estate. High Purchase Intent Keywords: Paid Dominates
- 8. | PPC 101Webinar 8 The top organic listing(s) gets the lion’s share of clicks on the search engine results page. TRUE. But, when paid ads are present they steal clicks from top organic rankings. Even with High Organic Rankings, Paid Ads are Essential Who wins this lost traffic?
- 9. | PPC 101Webinar 9 What is PPC?
- 10. | PPC 101Webinar 10 econsultancy.com “Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying each time your ad is clicked.”
- 11. | PPC 101Webinar 11 Paid Search Ads Display/Banner Ads Remarketing Ads Video Ads Social Ads Ads you can buy on pay-per-click terms
- 12. | PPC 101Webinar 12 The Search Engine Results Page
- 13. | PPC 101Webinar 13 [Meanwhile, behind the scenes] A real-time ad auction takes place. Your bid and quality score are taken into account to determine if/where your ad http://hanscs.com/wp/wp-content/uploads/google_adwords_auction2.jpg
- 14. | PPC 101Webinar 14 Where Does Paid Search Fit?
- 15. | PPC 101Webinar 15 The Path to Purchase It’s non-linear. It’s messy. It’s different for everyone—everytime.
- 16. | PPC 101Webinar 16 When users are looking for Products, Services, Solutions, they SEARCH Customer Path to Purchase: Education https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase
- 17. | PPC 101Webinar 17 Customer Path to Purchase: Small Businesses Home & Garden Industry People search many times before making a decision. Be found when someone looks for you.
- 18. | PPC 101Webinar 18 I Like Leads & Revenue. Now What?
- 19. | PPC 101Webinar 19 PPC Process Discover Build Implement Optimize Develop metrics of success, baseline those metrics, and kick off the project. Activities • Workshop • Measurement model setup • Audit existing or past campaigns • Tracking systems audit/implementation
- 20. | PPC 101Webinar 20 Analyze if Paid Search Will Pay Off Before Investing Look at: 1) Your Goals & Success Metrics KPIs to measure those 2) Search marketplace trends Google Keyword Planner 3) Historic conversion rates of landing pages Google Analytics
- 21. | PPC 101Webinar 21 Goals Example
- 22. | PPC 101Webinar 22 Keyword Research Example Use Google Keyword Planner + Business Knowledge to Generate a Search Estimate. AdGroup Type Market Imp Share Your Imp CTR Clicks CPC Cost Brand 30,000 95% 28,500 15% 4,275 $ 0.35 $ 1,496.25 Competitors 1,500,000 70% 1,050,000 2% 21,000 $ 0.75 $ 15,750.00 Category 1 2,700,000 70% 1,890,000 1.5% 28,350 $ 0.75 $ 21,262.50 Category 2 4,500,000 50% 2,250,000 1% 22,500 $ 1.00 $ 22,500.00 Category 3 2,700,000 20% 540,000 0.5% 2,700 $ 1.00 $ 2,700.00 Total 11,430,000 5,758,500 78,825 $ 63,708.75
- 23. | PPC 101Webinar 23 ROI Analysis Example Google & Search Partners Data SHARE OF AD IMPRESSIONS 50% CLICK-THROUGH 2% CONVERSION 4% AD SPEND BUDGET FILTER # AD IMPRESSIONS (Our Share) # CLICKS or VISITS Cost Overview: x $X.00 Average CPC = $X,000 Ad Cost @ X% Total Conversion Rate = $X.00 Cost per Inquiry # SEARCHES (Market) # CONTACTS Set & Close AD SPEND BUDGET & QUALITY SCORE FILTER
- 24. | PPC 101Webinar 24 PPC Process Discover Build Implement Optimize Build/Re-build PPC campaigns across selected media that aim to meet established goals. Activities • Keyword research • Account structure/planning • Ad Writing • Landing pages
- 25. | PPC 101Webinar 25 Relevancy is KEY Keywords, Ads, and Landing Pages
- 26. | PPC 101Webinar 26 PPC Process Discover Build Implement Optimize Launch campaigns on search, social or other media types. Begin to see success and gather data. Activities • Start with Google Adwords campaigns • Expand to Bing, display, remarketing, facebook, twitter if appropriate • Frequently monitor campaigns • Automated bid rules launched, human-led optimization approach • Compare results to plan and report
- 27. | PPC 101Webinar 27 PPC Process Discover Build Implement Optimize Make changes to campaigns that will drive better results. Activities • Search query reports and keyword changes • Keyword bid adjustments • Ad testing and re-writing • Advanced metric evaluation and analysis • Landing page optimizations • Plan for next steps
- 28. | PPC 101Webinar 28 30-60-90-120 Day Strategic Plan (example) September October November December Goals/Targets Conversions: 300, +20% CPA: $90, -30% Conversions: 330, +10% CPA: $85, -6% Conversions: 375, +14% CPA: $80, -6% Conversions: 400, +7% CPA: $75, -5% Paid Search Reduced set of keywords running – strategy more similar to 2014 Impact: Less reach of new customers, lower CPCs, higher conversion rates Layer back in A category keywords that drive to new landing pages. Impact: Reach new audience – additional revenue possibilities Re-launch B & C category keywords that drive to new landing pages. Impact: New revenue possibilities Test shopping campaigns if client can offer better price, provide daily data feed Impact: Additional ad visibility, more clicks, more sales Keyword & bid optimizations specifically on Bing Ads. Audience match with Bing user base focused attention Impact: Lower CPC and increase conversion rate Launch A/B ad test with ads that were routed to legal Impact: Increase number of site visits Launch previously disapproved ads – sending directly to product pages Impact: Higher conversion rates Increase bids on mobile devices post- mobile CRO Impact: Increased site visits, increased conversions Landing Pages Launch landing page A Impact: Higher conversion rate on category A keywords Launch B & C landing pages Impact: Higher conversion rate on B & C category keywords Site Changes (Impact PPC significantly) Fix Issue: product URLs going to search results pages Change language to comply with advertising rules *Implement CRO recommendations: desktop & mobile Implement phone call tracking numbers to better measure results by source
- 29. | PPC 101Webinar 29 Success With PPC Do you like leads? Do you like revenue?
- 30. | PPC 101Webinar 30 -econsultancy “More than 50% of marketers say paid search delivers a better than average ROI and 87% say that PPC is their most measurable digital marketing channel.”
- 31. | PPC 101Webinar 31 Paid Search Case Study: Fitness Company CHALLENGE Initial state: Keywords focused on club membership & franchise acquisition mangled in one messy campaign. Web visitors were often brought to inappropriate landing experience upon clicking an ad. Lack of relevance. SOLUTION Restructured paid search campaigns into two campaigns: 1) Franchise 2) Membership Create standalone landing page for franchise searches to create a more relevant landing experience and increase lead flow. GOAL Attract new franchisees to open fitness clubs. Make better use of advertising budget, driving more of the right kind of leads.
- 32. | PPC 101Webinar 32 Paid Search Case Study: Fitness Company RESULTS • Ability to distribute budget appropriately between franchise acquisition and membership support • Track goals and KPIs by business objective Account takeover, rebuild & optimization begins New Landing Pages Implemented Lead Flow • Overall increase in leads • 10% reduction in cost per lead • 55% lift in leads for franchise acquisition • 62% increase in conversion rate • 39% decrease in cost per lead due to landing page implementation
- 33. | PPC 101Webinar 33 Paid Search Case Study: Health Care Company CHALLENGE Spending a lot of money on irrelevant keyword searches. Missing out on new customers because of poor ad reach and relevancy. Landing page had many distractions and black holes. SOLUTION Trim wasted ad spend. Add keywords and re-write ads for better coverage and more site visits. Scale to BingAds to reach additional 30% Launch targeted, one-purpose landing page for Healthcare provider. GOAL Attract more new patients with the same investment in paid search.
- 34. | PPC 101Webinar 34 Paid Search Case Study: Health Care Company RESULTS 161 155 150 186 163 173 234 236 299 282 241 268 271 284 339 $220 $181 $175 $140 $142 $160 $137 $128 $116 $131 $139 $132 $135 $132 $108 $0 $50 $100 $150 $200 $250 0 50 100 150 200 250 300 350 400 Total New Patients & Cost Per New Patient Total New Patients Cost/New Patient Previou s agency Thee Deep Takeover New Landing Pages Implemented
- 35. | PPC 101Webinar 35 How do I get started?
- 36. | PPC 101Webinar 36 Free Tools Keyword Research • Google Keyword Planner: adwords.google.com/KeywordPlanner • Bing Keyword Planner: bing.com/toolbox/keywords Competitive Research • SpyFu: spyfu.com • Google Analytics: google.com/analytics • Adwords Competitive Intelligence: adwords.google.com Campaign Management • AdWords Editor: google.com/intl/en/adwordseditor • BingAds Editor: advertise.bingads.microsoft.com/en-us/bingads-editor
- 37. | PPC 101Webinar 37 Three Deep Marketing manages $7+ million in paid search spending annually All campaigns are managed by certified paid media strategists with proven success
- 38. | PPC 101Webinar 38 QUESTIONS?
Editor's Notes
- #8 For keywords with high commercial intent, almost 2/3 of clicks go to paid ads. (Wordstream) When people are looking to buy the product that you sell, are you being found? For searches with commercial intent, sponsored ads cover 85% of the above-the-fold search engine results page real estate. An experienced paid search specialist at Three Deep will ensure that you get the highest return on your advertising investment by creating an effective PPC campaign based on your business goals and objectives. We’ll align the user’s search query, ad text and landing experience – all of which we optimize day in and day out – to make sure your campaigns return the highest number of leads or transactions for a strong ROI. We let the data drive our decisions and ladder ever choice back to your goals.
- #9 In a study done by advanced web ranking last year, which studied almost ½ million keywords across 5000 websites, Organic CTR was definitely affected by the presence of ads on the SERP. If it’s not your paid search ad that gets the lost organic clicks, it’s your competition. Having a well implemented paid search strategy ensures that your brand and products are present when a customer is searching for you. Ads direct users to the pages on your site (or, even better, focused landing pages) that align with the users search intent and encourage action. And, you’ll be able to directly measure the ROI from your paid search ads so you can allocate your digital marketing dollars where you get the best bang for your buck. http://searchengineland.com/different-types-ads-influence-organic-ctr-google-204676
- #11 https://econsultancy.com/blog/63783-what-is-paid-search-ppc-and-why-do-you-need-it/ This is HUGE! Traditionally, media was always purchased based on a length of time or number of impressions. “impressions.” You still get ad impressions, awareness, and visibility. BUT YOU ONLY PAY WHEN SOMEONE CHOOSES TO ENGAGE WITH YOUR Ad (brand, message).
- #14 There is a real time auction that goes on: Google looks at all advertisers bidding on the keyword phrase that the user searched for Two big factors: http://hanscs.com/wp/wp-content/uploads/google_adwords_auction2.jpg Bid Quality score CTR Ad relevance Landing page experience
- #17 Explain the path to purchase…varies by industry
- #20 We’ll develop a measurement model to identify your business objectives, strategies, goals, and KPIs for those goals. We’ll audit your existing campaigns to develop a baseline and to get a clear picture of current performance. We will also ensure that we have the appropriate tracking tools in place to ensure full understanding of the search landscape.
- #24 Questions to ask: Does this align with your business goals and KPI targets? Is “X” cost per lead/sale acceptable? How much budget do I have to support this? What would 120 new leads mean for me in terms of revenue generation?
- #28 We will execute hundreds of changes per week through our automated tools AND our human ppc specialists. We have a human-led optimization approach. We only rely on our tools to execute the things that we can easily explain to a technological program, and we ourselves write ads, run additional changes, etc. We are in your account on a frequent basis.
- #31 …and those numbers should be a lot higher. With the ability to immediately measure performance of your ads in terms of leads, transaction, or other success metrics, your paid search campaigns should never drive ROI negative results. Make sure you show up when a customer is looking for you. We’ll help you maximize your paid media investment by selecting appropriate keywords and driving visitors to optimized landing pages, resulting in new leads, sales, and revenue for your business.
- #32 State that we worked MY TEAM Show ownership
- #33 Lead Flow More leads generated overall 10% reduction in cost per inquiry and 55% lift in leads for franchise acquisition through account optimization 62% increase in conversion rate and 39% decrease in cost per lead due to landing page implementation
- #35 Sara : HELP?!