Most SaaS marketers have tried PPC on Google AdWords and other platforms, but while it's easy to get started, it is very hard to scale up PPC and turn it into a major, viable marketing channel:
-- Search volumes are small, fragmented, and focus on general informational queries -> low click volume
-- Complex niche offerings are hard to communicate to a PPC audience -> low conversion
-- Steep learning curve, long process of trial and error -> high risk and acquisition cost
In this session, Gilad David Maayan of Agile SEM shares 5 secrets that will help you overcome these challenges and pull in thousands of SaaS users at reasonable cost. Learn battle-tested best practices based on years of experience marketing SaaS and Cloud brands in the search engines.
I presented this at the BrightTalk SaaS & Cloud Marketing Summit, view the recording here:
https://www.brighttalk.com/webcast/667/69257
AWS Identity and Access Management (IAM) enables you to manage who can do what in your AWS environment. In this session you will learn how to leverage IAM to control access to your AWS environment. We will cover best practices on how to create access policies, manage security credentials (i.e., access keys, password, Multi Factor Authentication devices, etc.), how to set up least privilege, minimizing the use of your root account, and more.
by Brad Dispensa, Sr. Solutions Architect, AWS
Navigating the various requirements of the GDPR can be complicated. In this session we will mainly focus on Article 32, Security of processing and specifically 32b "the ability to ensure the ongoing confidentiality, integrity, availability and resillience of processing system and services". We will look at various AWS services and other tools to see how security automation helps you implement solutions in regards to Article 32.
How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.
High Tempo Testing is about setting a weekly testing goal and finding a way to hit it. This requires a process, which is shared in these slides. The slides show how the right process can help you overcome the challenges of high tempo testing and hit your growth goals.
Building the Ultimate Full Company Growth TeamSean Ellis
The goal of any company with a valuable product is to scale adoption by qualified customers. This generally requires establishing a "north star metric" and managing growth against that metric. These slides show how you can build a core growth team that coordinates the efforts of the full company to drive sustainable growth. It is important that every idea be treated as a test. The more tests you run the more learning you gain for growing the company. But running a lot of tests requires a process that is explained in the slides.
Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain RelevantSean Ellis
Annual marketing plans can't keep up with the rapidly changing landscape of digital marketing acquisition channels and tactics. To remain relevant, CMOs and marketing teams need to completely rethink their marketing/growth approach. This presentation highlights the agile process that today's fastest growing companies are adopting - from building the right team to executing an agile marketing process.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
AWS Identity and Access Management (IAM) enables you to manage who can do what in your AWS environment. In this session you will learn how to leverage IAM to control access to your AWS environment. We will cover best practices on how to create access policies, manage security credentials (i.e., access keys, password, Multi Factor Authentication devices, etc.), how to set up least privilege, minimizing the use of your root account, and more.
by Brad Dispensa, Sr. Solutions Architect, AWS
Navigating the various requirements of the GDPR can be complicated. In this session we will mainly focus on Article 32, Security of processing and specifically 32b "the ability to ensure the ongoing confidentiality, integrity, availability and resillience of processing system and services". We will look at various AWS services and other tools to see how security automation helps you implement solutions in regards to Article 32.
How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.
High Tempo Testing is about setting a weekly testing goal and finding a way to hit it. This requires a process, which is shared in these slides. The slides show how the right process can help you overcome the challenges of high tempo testing and hit your growth goals.
Building the Ultimate Full Company Growth TeamSean Ellis
The goal of any company with a valuable product is to scale adoption by qualified customers. This generally requires establishing a "north star metric" and managing growth against that metric. These slides show how you can build a core growth team that coordinates the efforts of the full company to drive sustainable growth. It is important that every idea be treated as a test. The more tests you run the more learning you gain for growing the company. But running a lot of tests requires a process that is explained in the slides.
Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain RelevantSean Ellis
Annual marketing plans can't keep up with the rapidly changing landscape of digital marketing acquisition channels and tactics. To remain relevant, CMOs and marketing teams need to completely rethink their marketing/growth approach. This presentation highlights the agile process that today's fastest growing companies are adopting - from building the right team to executing an agile marketing process.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
Kaseya Connect 2012 - Secrets To Integrating Cloud Solutions Into Your BusinessKaseya
Cloud…a word that brings excitement and fear to many MSPs. Will it make your business obsolete or a profit powerhouse? The difference will be how you create and execute on your cloud practice! One of the most successful MSPs will provide tips and secrets to creating and integrating cloud solutions into your business.
Presented by: Terry Hedden, CEO, Infinity Technology Solutions
7 Ways to Accelerate Your Enterprise Journey to the CloudAmazon Web Services
Your organization’s cloud adoption journey will be unique. Understanding your current state, your target state, and the transition required to achieve the target state will determine what goals you set and the path you take.
For instance, if you operate a traditional IT environment with an on-premise data center and are concerned with reducing cost and complexity, you will have a different journey than if you are focused on stimulating growth or diversifying your business. In this session we will introduce the AWS Cloud Adoption Framework and 7 ways you can accelerate your Enterprise adoption of cloud.
Reasons to attend:
Understand and leverage the AWS Cloud Adoption Framework and the 7 key Enterprise Accelerators
Learn how to build an essential foundation for your enterprise cloud strategy
Discover best practices for successful implementation and operation of an IT environment with AWS components.
Just about all of my current technical content in one 364 slide mega-deck. Source files at https://github.com/adrianco/slides
Sections on:
Scene Setting
State of the Cloud
What Changes?
Product Processes
Microservices
State of the Art
Segmentation
What’s Missing?
Monitoring
Challenges
Migration
Response Times
Serverless
Lock-In
Teraservices
Wrap-Up
Fundamentals of Cloud Computing
Fundamentals of Cloud Service Offering
Fundamentals of Azure Subscription
Public vs Private vs Hybrid
Success Story: Why SPS choose Azure Data Warehouses
Start your Azure Journey
Azure Learning Path
Q&A
Even though Cloud Computing is not a new term, many educators remain confused about exactly what it is and how to apply it. This presentation will eliminate the confusion.
It focuses on the approaches of three companies to Cloud Computing: Microsoft, Amazon and Google
To learn more check out our Azure training course at
http://www.karrox.com/cloud_computing.html
Steve Chambers - Cloud for GrownUps ITSM17itSMF UK
In this presentation, Steve shares exactly what ‘grown-ups’ learn
about the cloud, such as the new roles in finance and operations,
the impact on processes like change, configuration, and release,
how security gets a shot in the arm, and more. If you’re new
to cloud, you’ll learn important potholes and milestones; and
if you’re already doing cloud, you’ll learn you’re not alone. So
whether you’re a leader or a practitioner, there’s something for
you to learn in this presentation.
In moving towards cloud services, security concerns are often cited as reasons to delay or even abandon the transition. This presentation highlights some basic steps to take to analyse and assess what risk might exist and how to mitigate this. In short, the security concerns regarding cloud deployments will exist in your privately managed data centre environments as well. Outsourcing your service to a Cloud provider does not mean you pass on your liability to your own customers nor responsibility of managing your systems and services.
Considering The Cloud? Thinking Beyond The Readme FileBill Malchisky Jr.
As the Cloud computing's popularity continues to climb, should your firm become an adopter? If so, what architecture model is best for your firm? Do you know the queries to pose that can aide your business in making an informed decision? This session's focus is to reduce the set of unknowns that can create buyer's remorse. Learn to ask the direct revealing questions that normally do not get raised unless you have a skilled advisor at your side.
#ALSummit: Realities of Security in the CloudAlert Logic
James Brown (VP Technology Solutions Group, Alert Logic)'s presentation on the reality of securing your digital transformation to the cloud at the NYC Alert Logic Cloud Security Summit on June 14, 2016.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
More Related Content
Similar to Scaling PPC in SaaS Markets - 5 Secrets Every Marketer Should Know
Kaseya Connect 2012 - Secrets To Integrating Cloud Solutions Into Your BusinessKaseya
Cloud…a word that brings excitement and fear to many MSPs. Will it make your business obsolete or a profit powerhouse? The difference will be how you create and execute on your cloud practice! One of the most successful MSPs will provide tips and secrets to creating and integrating cloud solutions into your business.
Presented by: Terry Hedden, CEO, Infinity Technology Solutions
7 Ways to Accelerate Your Enterprise Journey to the CloudAmazon Web Services
Your organization’s cloud adoption journey will be unique. Understanding your current state, your target state, and the transition required to achieve the target state will determine what goals you set and the path you take.
For instance, if you operate a traditional IT environment with an on-premise data center and are concerned with reducing cost and complexity, you will have a different journey than if you are focused on stimulating growth or diversifying your business. In this session we will introduce the AWS Cloud Adoption Framework and 7 ways you can accelerate your Enterprise adoption of cloud.
Reasons to attend:
Understand and leverage the AWS Cloud Adoption Framework and the 7 key Enterprise Accelerators
Learn how to build an essential foundation for your enterprise cloud strategy
Discover best practices for successful implementation and operation of an IT environment with AWS components.
Just about all of my current technical content in one 364 slide mega-deck. Source files at https://github.com/adrianco/slides
Sections on:
Scene Setting
State of the Cloud
What Changes?
Product Processes
Microservices
State of the Art
Segmentation
What’s Missing?
Monitoring
Challenges
Migration
Response Times
Serverless
Lock-In
Teraservices
Wrap-Up
Fundamentals of Cloud Computing
Fundamentals of Cloud Service Offering
Fundamentals of Azure Subscription
Public vs Private vs Hybrid
Success Story: Why SPS choose Azure Data Warehouses
Start your Azure Journey
Azure Learning Path
Q&A
Even though Cloud Computing is not a new term, many educators remain confused about exactly what it is and how to apply it. This presentation will eliminate the confusion.
It focuses on the approaches of three companies to Cloud Computing: Microsoft, Amazon and Google
To learn more check out our Azure training course at
http://www.karrox.com/cloud_computing.html
Steve Chambers - Cloud for GrownUps ITSM17itSMF UK
In this presentation, Steve shares exactly what ‘grown-ups’ learn
about the cloud, such as the new roles in finance and operations,
the impact on processes like change, configuration, and release,
how security gets a shot in the arm, and more. If you’re new
to cloud, you’ll learn important potholes and milestones; and
if you’re already doing cloud, you’ll learn you’re not alone. So
whether you’re a leader or a practitioner, there’s something for
you to learn in this presentation.
In moving towards cloud services, security concerns are often cited as reasons to delay or even abandon the transition. This presentation highlights some basic steps to take to analyse and assess what risk might exist and how to mitigate this. In short, the security concerns regarding cloud deployments will exist in your privately managed data centre environments as well. Outsourcing your service to a Cloud provider does not mean you pass on your liability to your own customers nor responsibility of managing your systems and services.
Considering The Cloud? Thinking Beyond The Readme FileBill Malchisky Jr.
As the Cloud computing's popularity continues to climb, should your firm become an adopter? If so, what architecture model is best for your firm? Do you know the queries to pose that can aide your business in making an informed decision? This session's focus is to reduce the set of unknowns that can create buyer's remorse. Learn to ask the direct revealing questions that normally do not get raised unless you have a skilled advisor at your side.
#ALSummit: Realities of Security in the CloudAlert Logic
James Brown (VP Technology Solutions Group, Alert Logic)'s presentation on the reality of securing your digital transformation to the cloud at the NYC Alert Logic Cloud Security Summit on June 14, 2016.
Similar to Scaling PPC in SaaS Markets - 5 Secrets Every Marketer Should Know (20)
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
How world-class product teams are winning in the AI era by CEO and Founder, P...
Scaling PPC in SaaS Markets - 5 Secrets Every Marketer Should Know
1. BrightTalk SaaS & Cloud Marketing Summit 2013
Click to View Recorded Session
Scaling PPC in SaaS Markets:
5 Secrets Every Marketer Should Know
Gilad David Maayan | Agile SEM
2. Agenda
• PPC for SaaS: The challenge
• Secret #1: The Missing Keywords
• Secret #2: Make Them an Offer They Can’t Refuse
• Secret #3: Don’t Design Your Landing Page
• Secret #4: Get on Google’s Good Side
• Secret #5: Look at Your Leads
• Q&A
3. A Bit About Me:
Gilad David Maayan
• Worked with over 100 tech companies including ClickTale,
Oracle, CheckPoint, GigaSpaces, JFrog, and plenty of startups
• In a past life – wrote strategic marketing content and 1000s of
pages of technical documentation
• Previous job – SEO/SEM Manager of GigaSpaces
• Won 3 international awards for my work on wiki documentation
as a marketing tool
• Since 2010 – helping tech companies get business from search
For more info, see my LinkedIn Profile
5. SaaS is Different
Consumer Products/Mainstream SMB SaaS/Technology Products
1-5 Ad Groups per Product 10-100 Ad Groups per Product
High Search Volume Low Search Volume
•[travel insurance], 450,000 searches per month •[cloud security], 6,600 searches per month
•[cheap airline tickets], 368,000 searches per month •[application lifecycle management], 4,400 searches
•[cheap laptops], 110,000 searches per month •[cloud database], 2,100 searches per month
•[running shoes], 135,000 searches per month •[cloud management], 1,600 searches per month
High CPC / High Value High CPC / Low Value
High Chance of Intent to Buy Low Chance of Intent to Buy
These are the
biggest search
terms in each of
• Unique challenges in SaaS/technology markets: these fields!
• Many keywords, many niches, complex campaigns
• You need to be smart to get traffic (not to mention conversion)
• Audience is not inclined to buy
• A big plus: many niches are not competitive
6. Search Volume – Smaller than You
Think
Total Addressable Market
Total Search
Volume
• Search Volume is typically smaller than your Total Addressable
Market. This might be because:
• Most of the audience is not searching for your subject – using other
online or offline channels instead
• It’s a new field, terms have not solidified
• Your niche offering is too specific for the larger, more general keywords
7. Why It’s Hard to Scale
• Small-scale PPC campaigns can easily succeed because:
• You’re bidding on the most relevant keywords
• For these keywords you are the only relevant vendor
• Nobody else is bidding on these keywords
• BUT – search volume is very low
• When you try scaling up you’ll find:
• You’ll need to target larger, more general keywords
• High competition = high CPC
• Clickthrough rates very low (because your solution is specific)
• Quality score drops, ads “rarely shown”
• Leads hard to come by – and quality is low
• Cost per conversion/acquisition is often unacceptable
10. Types of Keywords
• Informational:
• [cloud server security] About 80% of
search volume
• [cloud security best practices]
• [brute force attack]
• Solution-seeking:
• [cloud firewall] About 20% of
search volume
• [cloud security tools]
• [free cloud security]
• Commercial:
• [cloud security pricing]
• [buy cloud security]
• [enterprise cloud security quote]
11. Types of Keywords
• Informational:
• [cloud server security] About 80% of
search volume
• [cloud security best practices]
• [brute force attack]
• Solution-seeking:
• [cloud firewall] About 20% of
search volume
• [cloud security tools]
• [free cloud security]
• Commercial:
You wish!
• [cloud security pricing]
• [buy cloud security]
• [enterprise cloud security quote]
12. The Search Landscape
Example: “Network Security for Cloud Servers”
Firewall
Cloud
Security
Best
WordPress Practices
Drupal
13. The Search Landscape
Example: Network Security for Cloud Servers
Obvious keywords:
Could be relevant: Definitely about
If server is in the cloud server security
cloud Firewall
Cloud
Security
Could be relevant:
But “security” can
also mean anti-virus
Best
WordPress Practices
Drupal
Could be relevant:
Some best practices
talk about security
14. The Search Landscape
Example: Network Security for Cloud Servers
Obvious keywords:
Missing keywords:
Could be relevant: Search volume
Ifsearch volume
server is in the 1,500
8,000
cloud Firewall
Cloud
Security
Missing keywords:
search volume 5,000
Best
WordPress Practices
Drupal
Missing keywords:
search volume 2,000
* Search volumes are made up for the sake of this example
15. The Search Landscape
Example: Network Security for Cloud Servers
•No searches for their specific niche, “cloud network security”
•Only one highly targeted keyword theme, “cloud firewall”
• Search volume is only 1,500 – no room for growth
•By including four less targeted keyword themes, search volume
grows from 1,500 to 15,000
• People searching for these keywords may or may not be relevant
• Conversion will be lower – but it could still be worth it
16. The Missing Keywords
Add Keyword Themes to Grow Your Campaign
•The more marginally-relevant keyword themes you add, the bigger
your campaign can grow
•Make sure that there is at least a fair chance that someone searching
for these keywords could buy your product
•It doesn’t matter if they searched for what you do –
what matters is that they are potential buyers
• In our example, “cloud best practices” is not something that is offered by
the vendor
• But behind this keyword is someone looking to improve how they work
on the cloud – could be a potential buyer
17. The Missing Keywords
Working with Multiple Keyword Themes
•You will need to craft relevant ads and landing pages for each
keyword theme, in our example:
• Cloud Security – “Secure your Cloud Server”
• Drupal Security – “Secure Drupal on the Cloud”
• Cloud Best Practices – “Learn How Industry Leaders Secure Their
Servers” (could be a white paper or ebook)
•How to weed out irrelevant audiences:
• Using search modifiers and negative keywords
• Your ad text should clarify who this is relevant for
• For example, if you say “cloud”, on-premise users won’t click
• This boosts lead quality and reduces CPA
18. The Missing Keywords
Latching on to Brands in Your Ecosystem
•In many cases relevant keyword themes are platforms you
support, complementary products or competitors
•Google allows you to bid for brand keywords, but might
“punish” you with a high CPC
•To get around this:
• Try not to use the exact brand term in your ad
• Make sure your landing page talks specifically about this
platform/product/competitor and how you connect to it
20. Your Offer Needs to be
Compelling
Source: IMDB, http://www.imdb.com/media/rm3947266304/tt0068646
21. Your Offer Needs to be
Compelling
Why is it impossible to refuse the Godfather’s offer?
1. It’s simple and crystal clear
2. It’s always aimed at a specific person in a specific context
3. Substantial value (your life back)
4. No alternatives (easy decision)
22. Your Offer Needs to be
Compelling
A compelling offer in PPC:
1. Product is easy to understand and well positioned
2. Ad and landing page address the user’s specific needs
3. The product provides substantial value (in the user’s current state,
not “after you migrate to the cloud”, etc.)
4. It’s free (easy decision)
23. Your Offer Needs to be
Compelling
A compelling offer in PPC:
1. Product is easy to understand and well positioned
2. Ad and landing page address the user’s specific needs
3. The product provides substantial value (in the user’s current state,
not “after you migrate to the cloud”, etc.)
4. It’s free (easy decision)
Why free?
•Because if the user needs to start thinking about money, you’ve lost them
•A perpetual freemium model is best for PPC
•“Free trial” is risky and results in reduced conversion
•Never try selling something in the PPC funnel
•Your objective is to get them using the product – you can up-sell paid
plans/services/packages later
24. The Litmus Test
Testing if Your Product is Easy to Understand
•The most sensitive point is your positioning
•Meet with 3 or 4 friends/colleagues who:
• Are similar to your potential buyer
• Don’t know about your product
•Show them your homepage/product page
for 5 seconds only
(much more time than you’ll get from your PPC visitors)
•Ask them to explain what the product is.
• If they got it, you’re good to go.
• If they didn’t, seriously reconsider your PPC efforts.
•Bottom line: If your message doesn’t come across in 5 seconds,
invest in other marketing channels (with longer attention span)
25. Targeting Your Landing Pages
• Start with one generic landing page
• Review your keyword themes, and imagine how people who
search for these keywords will react to your page:
• If they will understand more-or-less, it’s okay
• If they will be totally out of whack, build them a separate LP
• For example, if somebody searched for “cloud best practices” and
you serve a landing page about cloud firewalls, that won’t work
• As the campaign evolves, build specialized landing pages for
keyword themes that have high value/traffic/conversion
• Make sure that the value you provide to each of your
audiences – as described in the landing page – is very high
• If you have an audience for which value is lower, consider
removing them from the campaign
• Or build a separate landing page that emphasizes other values
26. Example: Garantia Data’s Offer
Substantial Easy to understand:
value: Everybody knows
These three Memcached - now
capabilities hosted on the cloud.
are a big deal
for the user.
It’s free:
No-brainer
decision.
Free tier
has
limited
storage.
27. Example: Garantia Data’s Offer Some in-depth
product info if you
want to understand
how it works
Easy to understand:
Signup and activation
very clearly explained.
Easy signup:
Encourages
quick decision.
29. Landing Page Design Best
Practices
PPC landing pages should:
• Be standalone and separate from your main site
• Keep important information above the fold
• Talk about benefits, not features
• Present logos of major companies using your product
• Present major media mentions of your product
• Use social widgets to show people are using your product
• Visually focus on the call to action
• Include a short signup/contact form on the same page
• Include images or video explaining/showing the product
30. Landing Page Design Best
Practices
PPC landing pages should:
• Be standalone and separate from your main site
• Consistent with your site’s branding
• Forget about all that.
Keep important information above the fold
•
• Don’t design your
Talk about benefits, not features
Present logos of major companies using your product
•
• landing page!
Present major media mentions of your product
Use social widgets to show people are using your product
• Visual focus on the call to action
• Include a short signup/contact form on the same page
• Include images or video explaining/showing the product
31. Landing Page Design is a Complex Art
It’s Much More than “Best Practices”:
•Landing page design requires specialized training and years of
experience – there are very few good practitioners
• And I’m not one of them
32. Landing Page Design is a Complex Art
It’s Much More than “Best Practices”:
•Landing page design requires specialized training and years of
experience – there are very few good practitioners
• And I’m not one of them
• But I did hire one
33. Landing Page Design is a Complex Art
It’s Much More than “Best Practices”:
•Landing page design requires specialized training and years of
experience – there are very few good practitioners
• And I’m not one of them
• But I did hire one
• The field of specialty is called CRO (Conversion Rate
Optimization)
•A landing page can meet all the best practices and fail badly
•Some of the most successful landing pages don’t comply with
well known best practices (e.g. very long pages with C2A below the fold)
34. Landing Page Design is a Complex Art
It’s Much More More than “A/B Testing”:
•A/B testing can help you…
• tweak a good landing page
Ideal
• choose between two good landing pages Page
•It CAN’T help you come up with a
good landing page
Option
•Because it can’t prove that a landing page is good B
• In the image, option B is 100% better than A Option
A
• But the “ideal page” is 133% better than B
(and 366% better than A)
• So it turns out both A and B are actually “bad”
35. What Can a CRO Expert Help
With?
Landing Page Implementation Stages:
1.Messaging
2.Structure
3.Design (graphic designer)
4.Build (web developer)
5.Analytics
36. What Can a CRO Expert Help
With?
Here’s What a CRO Expert Can Contribute:
1.Messaging
• Fine tuning slogan, bullets and offering
1.Structure
• Smart usage of screen real estate
• Telling the story visually
• Planning the next conversion steps
• UX for interactive elements
• Ideas for improving conversion
• (based on experience from 100s of A/B tests)
1.Design
• Feedback on initial drafts – does the message come across?
1.Build
• Feedback on user interaction – are the forms/buttons/slideshow easy to use?
1.Analytics
• How to correctly track conversion and pass lead parameters to CRM
37. Example: Cloudinary Heavyweight
testimonials to
communicate
Title ease of use
focused
on dev
platform
High
level
features
Call-to-
action
explains
integration
Interactive is required
gallery
showing
dozens of
image
effects
Key
differentiators
38. Example: Cloudinary
Trusted by
major
Developers like companies
a bit of “how it
works”
But also used
by the little
guys
Very easy
Value signup (but
provided by communicate
fremium plan d the need for
integration)
40. Getting on Google’s Bad Side
How Google Optimizes Profits:
•In the high tech sector, the vast majority of ad spending goes to
Google’s AdWords program
•Google makes money when someone clicks on an ad
•So Google wants to show ads that will get clicked
• Google tries NOT to show ads less likely to get clicked
•This is why Click Through Rate (CTR) is a major component of
your Quality Score
• Quality Score determines if your ad is shown at all
• And if so, how high up it appears and on which page (>1 is bad)
• Quality Score also determines your CPC:
lower quality = higher cost
41. Getting on Google’s Bad Side
This Leads to a Vicious Cycle:
You typically
start here
If even some of your
ads are irrelevant,
the entire campaign
suffers
42. Relevance, Relevance,
Relevance
Relevance is Key to Avoiding the Vicious Cycle:
•Improve your relevance and CTR by ensuring:
• All ads are highly relevant for the keywords in their ad group
• To make this possible, you need to create lots of ad groups with a
small number of keyword variations in each one
• Write unique ads for each ad group
• Write quality ads by following best practices – use keyword in title,
benefit in first line, call to action in second line, etc.
• Landing pages must be relevant to their respective ad groups
• Google checks if the page actually talks about the subject of the ad
group – not sufficient to stuff the keywords into it
•Get it right first time, to avoid getting stuck in the vicious cycle
for months
•Monitor and quickly remove low-CTR ads
43. Relevance, Relevance,
Relevance
Relevance Requires Hard Work:
•Writing and reviewing dozens or hundreds of ads
•Building separate landing pages for distinct subjects in your ad
groups
• Even if your users “get the picture” with one landing page, you
might need to add more for Google’s sake
•Monitoring and optimizing for CTR very frequently
(daily/hourly) until quality score stabilizes
44. Two landing page
templates:
Example: Ad Group Matrix One for upload/delivery,
one for the rest
Each square is a
potential ad group,
105 in total, about
80 relevant
Separate landing “v” means we will “NA” means we
page for each have an ad for this won’t advertise
platform for each of audience here
two templates
46. Where is Your Money Going?
• Several days into the campaign, you will want to know if it is
worth the money
• Keep in mind that you must run for at least a month to gather
enough data to make decisions
• Even after a month, conversion rates per ad group will not be
statistically significant
• Still, a month into the campaign you will want some indication
whether things are in the right direction
47. How Not to Measure A New Campaign
Performance Metric Why You Shouldn’t Rely on It*
Traffic / visits to site Can take more than a month until
quality score stabilitizes
Number of leads This is actually a good metric but it
only measures the scale of the
campaign, not the quality
Conversion rate Still not statistically significant per ad
group; the average is meaningless
Cost per acquisition You haven’t optimized your funnel yet.
High CPA could stem from problems in
signup, product bugs, etc.
Bounce Rate, Time on Site, etc. Most of these metrics will be biased
because visitors view only one page
(*) Of course you should use all these metrics –
just not as your main KPI for a new campaign
48. What’s Important to
Measure?
• The biggest question about your campaign is:
whether it brings in relevant traffic
• If traffic is relevant, you can fix the landing page and conversion
funnel later, but you know you’re on the right track
• If traffic is not relevant, you must improve it first!
• The landing page could appear terrible, but that’s only
because you’re bringing in the wrong people
49. How to Tell if Traffic is
Relevant
Just Look at Your Leads:
•Export a list of the leads/signups that originated from PPC
• In the first month there won’t be more than a few dozen
•Take the time to look at them yourself (use Rapportive or a similar tool
to discern data from email addresses):
• Which country are they from?
• Student/consultant or organization?
• How big/which type of organization?
• Developer/IT/other role? (executives are rare)
•Based on your experience with customers,
score each of the leads:
• Highly relevant – likely to result in revenue
• Moderately relevant – might result in revenue
• Not relevant – don’t need more of these
50. Is Your Campaign Any Good?
• If you have 10 or more high quality leads, you can celebrate!
• This is proof your PPC campaign can bring value
• You can estimate how much it cost you to bring them
• After optimization, this can and should drop by 50-90%.
• Now your objective is to find out where these leads
are coming from and bring more
• Make sure these types of people understand the
landing page, are converting and using the product
• If you have no high quality leads:
• There still might be medium-quality folks, see if they
are worth your while in terms of CPA
• See which important ad groups are NOT driving traffic –
try to get traffic, and check again if good leads come in
51. View the Recorded Session
I presented this session at the BrightTalk SaaS & Cloud
Marketing Summit 2013.
Click here to view the recorded session!
52. Thank You!
Reach out to me if you have any questions or comments.
Gilad David Maayan
Agile SEM
Mobile +972-50-6570046
E-mail gilad.maayan@gmail.com
LinkedIn http://il.linkedin.com/in/giladdavidmaayan