SMB PPC - How to Survive (& Actually Thrive!)
•
1 like•452 views
While we like to talk about major ecommerce Search Engine Marketing PPC accounts, the reality is that a lot of us are slogging away in the trenches of SMB life (our own business or our clients). Add this to rising CPCs and the increasingly complicated nature of Adwords & Bing Ads, and one wonders if SMB PPC can still be profitable. I’m here to tell you, yes it can be and we’ll discuss how in this session! SMB PPC isn’t dead yet, but we need to do it well so let’s figure that out together. We will learn specific, and practical things to implement in your accounts today.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to SMB PPC - How to Survive (& Actually Thrive!)
Similar to SMB PPC - How to Survive (& Actually Thrive!) (20)
More from Kirk Williams
More from Kirk Williams (8)
Recently uploaded
Recently uploaded (20)
SMB PPC - How to Survive (& Actually Thrive!)
- 1. How to Survive (& Actually Thrive at) SMB PPC. State of Search, Dallas 2016
- 3. @PPCKirk SMB PPCNo Competition Great Product Great Content Great Client #StateOfSearch
- 4. @PPCKirk SMB PPCNo Competition Great Product Great Content Great Client EXPLOSIONS #StateOfSearch
- 5. @PPCKirk SMB PPCCan SMB PPC really work? Or are we destined to be outbid and out- budgeted by the big brands? The Big Question About Little PPC http://www.sportsmanagementdegreehub.com/wp- content/uploads/2013/06/5.-Greg-Grant.jpg #StateOfSearch
- 6. Kirk Williams @PPCKirk blogger: Search Engine Land, Moz, PPC Hero, Wordstream, Klientboost speaker: SMX, Hero Conf, Confluence Con, State of Search, SLC DMC Billings, MT
- 7. Kirk Williams @PPCKirk My Mother- in-Law says I do PCP. “Worthless man.”
- 8. Kirk Williams @PPCKirk My Mother- in-Law says I do PCP. “Worthless man.”
- 12. @PPCKirk SMB PPC(Often) Local Definition of SMB Simple Account Simple Product or Service #StateOfSearch
- 13. @PPCKirk SMB PPC(Often) Local Definition of SMB Simple Account Simple Product or Service Low Budget < $2500 #StateOfSearch
- 14. @PPCKirk SMB PPC Caveat: My SMB PPC Today = Search Engine Marketing #StateOfSearch
- 15. @PPCKirk SMB PPC “This is how we are going to rock at SMB PPC.” #StateOfSearch
- 16. @PPCKirk SMB PPC SMB PPC TIP 1 Set Yourself Up Like Chuck Norris Playing 1- Man Volleyball. #StateOfSearch
- 17. @PPCKirk SMB PPC The slower the getaway car, the more you need a good head-start. “It’s a setup! Step on it, Vinnie, drive!” #StateOfSearch
- 18. @PPCKirk SMB PPC SMB requires skill, since you can’t “just throw budget at it.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits #StateOfSearch
- 19. @PPCKirk SMB PPC SMB requires skill, since you can’t “just throw budget at it.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits #StateOfSearch
- 20. @PPCKirk SMB PPC What about Account Structure? HOTLY DEBATED #StateOfSearch
- 21. @PPCKirk SMB PPC Chuck Norris’ opinion (and mine): WHACK #StateOfSearch
- 22. @PPCKirk SMB PPC Chuck Norris’ opinion (and mine): “Why, segment SMB Campaigns by Match Type, by jove.” MORE WHACKS #StateOfSearch
- 23. @PPCKirk SMB PPC Remarketing (more on this later) Display Remarketing Search Remarketing #StateOfSearch
- 24. @PPCKirk SMB PPC Bing Ads: USE IT #StateOfSearch
- 25. @PPCKirk SMB PPC SMB Website Logic: IF Website = SMB THEN Quality = BAD. #StateOfSearch
- 26. @PPCKirk SMB PPC Bad Website? Try LPs #StateOfSearch
- 27. @PPCKirk SMB PPC So Remember: Set Yourself Up Like Chuck Norris Playing 1- Man Volleyball. #StateOfSearch
- 28. @PPCKirk SMB PPC SMB PPC TIP 2 Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!” #StateOfSearch
- 29. @PPCKirk SMB PPC In SMB PPC, Budgeting Well is as Essential as… #StateOfSearch
- 30. @PPCKirk SMB PPC Account Organization & Budgeting Separate Campaigns by Match Type for Budget Control #StateOfSearch
- 31. @PPCKirk SMB PPC My SMB Automated Budget Rule Strategy Pause & assign campaign labels throughout the month #StateOfSearch
- 32. @PPCKirk SMB PPC My SMB Automated Budget Rule Strategy #StateOfSearch
- 33. @PPCKirk SMB PPC Shared Budgets: An SMB Win! Keep TOP (or big spender) campaigns separated Split Remaining Campaigns into Shared Budgets #StateOfSearch
- 34. @PPCKirk SMB PPC Investigate Shape (formerly Steadybudget) Not a paid ad Pull in Google + Bing + FB to control *total* budget See projections #StateOfSearch
- 35. @PPCKirk SMB PPC SMB Budget Requests Don’t be a Google rep #StateOfSearch
- 36. @PPCKirk SMB PPC SMB Budget Requests 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 #StateOfSearch
- 37. @PPCKirk SMB PPC SMB Budget Requests 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 #StateOfSearch
- 38. @PPCKirk SMB PPC So Remember: Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!” #StateOfSearch
- 39. @PPCKirk SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers. #StateOfSearch
- 42. @PPCKirk SMB PPC SMB KW Research – No Monthly $$ Required! #StateOfSearch
- 43. @PPCKirk SMB PPC Negative Keyword Tips Neg KW Lists? #StateOfSearch
- 46. @PPCKirk SMB PPC Negative Keyword Tips DOESN’T WORK #StateOfSearch
- 47. @PPCKirk SMB PPC Negative Keywords Use SQR/STR to find “bulk” KW modifiers when traffic is low. #StateOfSearch
- 48. @PPCKirk SMB PPC Negative Keywords Use SQR/STR to find “bulk” KW modifiers when traffic is low. #StateOfSearch
- 49. @PPCKirk SMB PPC Remarketing Audiences SMB RLSA FTW #StateOfSearch
- 52. @PPCKirk SMB PPC Remember, SMB Targeting = Control 1 Random bid modifiers = monsters #StateOfSearch
- 53. @PPCKirk SMB PPC Remember, SMB Targeting = Control 1 Random bid modifiers = monsters 2 Return customers ≠ new customers 353% Increase in ROAS 588% Increase in CVR Shopping Client vs #StateOfSearch
- 54. @PPCKirk SMB PPC Remember, SMB Targeting = Control 1 Random bid modifiers = monsters 2 Return customers ≠ new customers 3 Budget control, FTW #StateOfSearch
- 55. @PPCKirk SMB PPC Lists = User Behavior + Micro-Conversions #StateOfSearch
- 56. @PPCKirk So Remember: Target Like Finn (100%) & Padme (84%), Not Stormtroopers. #StateOfSearch
- 57. @PPCKirk SMB PPC SMB PPC TIP 4 Report Like You’re a Tattletale “your CPA rose inexplicably” #StateOfSearch
- 58. @PPCKirk SMB PPC SMB Reporting Rule Number 1: Don’t be Han Solo #StateOfSearch
- 59. @PPCKirk SMB PPC It’s about the client. IT’S ABOUT THE CLIENT. Identify & Report on THEIR KPIs SMB Reporting Rule Number 1: Don’t be Han Solo #StateOfSearch
- 60. @PPCKirk SMB PPC SMB Reporting Rule Number 2: Your clients are busy. Don’t waste their attention with pointless metrics #StateOfSearch
- 61. @PPCKirk SMB PPC E.g., bounce rate = pointless metric. Also, consider combining Google/Bing into “PPC” #StateOfSearch
- 62. @PPCKirk SMB PPC SMB Reporting Rule Number 3: Don’t Over-report (Monthly) Don’t waste your or their time with low budget weekly reporting #StateOfSearch
- 63. @PPCKirk SMB PPC SMB Reporting Rule Number 4 Show the Big Picture, too SMB clients/owners L.O.V.E. seeing YTD #StateOfSearch
- 64. @PPCKirk SMB PPC SMB Reporting Rule Number 5: Make it Pretty They don’t have time to page through excel files. #StateOfSearch
- 65. @PPCKirk SMB PPC SMB Reporting Rule Number 5: Make it Pretty They don’t have time to page through excel files. kerpow #StateOfSearch
- 66. @PPCKirk SMB PPC My Reporting Tool Recommendation #StateOfSearch
- 67. @PPCKirk SMB PPC So Remember: Report Like You’re a Tattletale “your CPA rose inexplicably” #StateOfSearch
- 68. @PPCKirk SMB PPC So, can SMB PPC Really Work??? Are we destined to be outbid and outgunned buy bigger competitors? #StateOfSearch
- 69. @PPCKirk SMB PPC YES, SMB PPC can work, if we: Set up our accounts well Target accurately Budget Intelligently Communicate well #StateOfSearch
- 71. Thank You! Questions, Ideas, Insults? Slides + Links: zato.marketing/smb-ppc