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Utah DMC Presents: PPC Night - February 2020

This document provides a summary of Navah Hopkins' presentation at the Utah Digital Marketing Collective on unlocking ROI from any budget. The presentation covered: 1) Questions to ask clients to establish a performance baseline, such as which parts of the business are most valuable and if leads are equal. 2) Common causes of poor performance related to inadequate budgets, including wasted spend, budgets not aligned with campaign structures, and losing impression share to rank. 3) Strategies for getting the most out of an existing budget, including adjusting bids and targets, prioritizing high-value areas, and exploring alternative platforms like Bing. 4) Signs an account is performing well and winning, and questions

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#UTAHDMC WELCOME FEBRUARY 19, 2020
#UTAHDMCWELCOME
DARIN BERNTSONAKA “DOC” PRESIDENT OF THE BOARD UTAH DIGITAL MARKETING COLLECTIVE #UTAHDMC
#UTAHDMC BOARD
 OF 
 DIRECTORS QUESTIONS?JUSTASK! ▸ Doc Berntson ▸ Paxton Gray ▸ Jesse Nuttall ▸ April Nuttall ▸ AJ Wilcox ▸ Alisa Gammon ▸ Bryan Phelps ▸ Jake Hoopes ▸ David Malmborg
TONIGHTS AGENDA ▸ Announcements ▸ Kyle Shurtz ▸ Navah Hopkins ▸ Q&A w/ Both Presenters #UTAHDMC
✓ FIRST EVENT? ✓ RETURN ATTENDEE? ✓ UTAH DMC MEMBER? ROLL CALL #UTAHDMC
WELCOME TO YOU ALL! #UTAHDMC
UPCOMING EVENTS MARK YOUR CALENDAR FOR #UTAHDMC
#UTAHDMCREGISTRATION IS LIVE. CHECK SITE + EMAILS
#UTAHDMC WERE YOU HERE?
#UTAHDMC DON’T BE SAD
#UTAHDMC WE HAVE AN INCREDIBLE LINEUP! • 3 KEYNOTES • 15 PRESENTATIONS • 2 TRACKS • SWAG & FOOD • FANOCRACY BOOK TO FIRST 400 PAID ATTENDEES •WORKSHOP DAY ON 27TH
#UTAHDMCFIRST 400 PAID REGISTRANTS RECEIVE FANOCRACY BOOK
#UTAHDMC $199 MEMBERS - $249 NON-MEMBER UTAHDMC.ORG/DMC-2020 ONE SALE NOW SUPER EARLY BIRD
BENEFITS MEMBERSHIP HAS MANY ARE YOU A MEMBER OF #UTAHDMC
UTAHDMC.ORG/SLACK JOIN US ON SLACK! #UTAHDMC
USE THE #UTAHDMC HASHTAG! SHARE YOUR EXPERIENCE #UTAHDMC
WHAT IS UTAH DMC? #UTAHDMCUTAHDMC.ORG/PITCH-TO-SPEAK PITCH TO SPEAK
ANNUAL & CONFERENCE SPONSORSHIP OPPORTUNITIES QUESTIONS? See David Malmborg malmborg@utahdmc.org utahdmc.org/sponsor-info #UTAHDMC
ENJOY FREE WIFI TONIGHT #UTAHDMC THANK YOU NETWORK: ZAGG guest PASSWORD: Performanc3
UTAH DMC JOB BOARD WELCOME AJ WILCOX #UTAHDMC
WORKFRONT, LEHI SEO Manager ‣ Lead SEO initiatives ‣ Run technical and on-site audits to optimize and improve site performance ‣ 3-5 years managing SEO (prefer some experience in B2B/SaaS) ‣ Experience using web analytics (Google Analytics, Adobe Analytics) - SEO software (SEMRush, Ahrefs, Moz, etc.) - SEO crawling software (ScreamingFrog, DeepCrawl, etc.) ‣ https://www.workfront.com/job/2069695 #UTAHDMC
MATIX LABS, BOUNTIFUL Senior Google Ads/Paid Search Specialist ‣ Minimum of 3 years experience running Google Ads in the ecommerce space (Search/Shopping/YouTube) ‣ Prefer past agency experience ‣ Need to be comfortable on the phone with clients ‣ Unique compensation model, base salary plus monthly commissions earned on every client you manage. ‣ Salary: $70,000.00 to $100,000.00 /year ‣ https://www.indeed.com/job/senior-google-adspaid- search-specialist-63583e08f996ad99 #UTAHDMC
RETAILSPHERE.COM, SLC Sales Leader ‣ Implementing sales strategy, build and maintain infrastructure, and overse the team’s daily performance. ‣ Proven track record of recruiting, training, ramping and managing entry to mid level successful inside sales reps to sell SaaS product(s) ‣ Experience with HubSpot Sales CRM ideal ‣ Experience selling or working within the real estate or “prop tech” industries NOT required but a plus ‣ https://retailsphere.com/Careers/Sales-Leader-7 #UTAHDMC
RETAILSPHERE.COM, SLC Inside Sales Manager ‣ As a proven seller. ‣ Be a highly money-motivated, quota busting selling machine. ‣ Experience with all aspects of inside sales. ‣ A natural salesperson, with experience selling subscription tech products in a b-to-b environment. ‣ Detail oriented with outstanding follow up skills ‣ https://retailsphere.com/Careers/Inside-Sales- Manager-9 #UTAHDMC
AUTOMILE, PLEASANT GROVE Digital Marketing Manager ‣ Responsible for build out, personalization, and optimization of digital campaigns. ‣ Managing $100k+ in monthly ad spend. ‣ Executing campaigns and lead management programs. ‣ 3+ years in a digital marketing with experience across multiple channels (Google, Facebook, etc.) ‣ Track record of launching successful marketing campaigns that drive qualified leads ‣ https://automile.com/career/digital_marketing_manager #UTAHDMC
UTAHDMC.ORG/JOB-BOARD PUT YOUR JOB IN FRONT OF OUR AUDIENCE! ‣ EMAILED TO 4500+ CONTACT DATABASE ‣ SHARED ON TWITTER, FACEBOOK AND SLACK ‣ ANNOUNCED AT MONTHLY EVENT QUESTIONS? EMAIL AJ@UTAHDMC.ORG #UTAHDMC
LET’S GET STARTED!#UTAHDMC
KYLE SHURTZ DOUBLING DOWN ON PPC: HOW TO INFORM YOUR OTHER MARKETING CHANNELS WITH PPC DATA VP OF PERFORMANCE MARKETING AVALAUNCH MEDIA SALT LAKE CITY, UTAH TONIGHTS 1ST PRESENTER: #UTAHDMC
KYLE SHURTZ DOUBLE DOWN ON YOUR CONTENT WITH PPC
Avalaunch Media is a full-service marketing agency based in Salt Lake City, Utah. For more than 15 years, we’ve been passionate about marketing and producing tangible results for clients. We’re inspired by devising and executing marketing strategies that launch our clients and earn their trust. Our team consists of successful business owners, attorneys, MBAs, and professionals with years of experience in the public and private sectors. We operate from experience and focus on creating sustainable and long-term marketing success.
Kyle is the VP of Performance Marketing at Avalaunch Media and leverages top media channels, industry best practices, and a few “wild bets” to create powerful campaigns. Kyle’s team of paid media marketers and marketing automation specialists know how to ask the right questions.
KYLE SHURTZ DOUBLING DOWN ON PPC: HOW TO INFORM YOUR OTHER MARKETING CHANNELS WITH PPC DATA VP OF PERFORMANCE MARKETING AVALAUNCH MEDIA SALT LAKE CITY, UTAH THANK YOU #UTAHDMC
READY FOR OUR SECOND PRESENTER? #UTAHDMC
NAVAH HOPKINS UNLOCKING ROI OUT OF ANY BUDGET DIRECTOR OF PAID MEDIA HENNESSEY DIGITAL BOSTON, MA TONIGHTS 2ND PRESENTER: #UTAHDMC
| #UtahDMC @navahf @HennesseyDgtl Unlocking ROI In Any Budget By: Navah Hopkins
| #UtahDMC @navahf @HennesseyDgtl I am a bounty hunter of happiness and profit (& a Star Wars nerd)
| #UtahDMC @navahf @HennesseyDgtl • Am focused on the business metrics of my stakeholders (clients). • Know when to invest and when to hold back. • Live for the thrill of winning for my stakeholders. This means I:
| #UtahDMC @navahf @HennesseyDgtl Talking Money is Hard – Talking Profit is Easy
| #UtahDMC @navahf @HennesseyDgtl By the end of this session, each of you will have the tools to be a fellow bounty hunter of happiness and profit
| #UtahDMC @navahf @HennesseyDgtl What We’ll Be Covering ➔ Baseline/Questions to Ask ➔ Poor Performance Caused by Lack of Budget ➔ Can’t Spend the Budget ➔ Account is Winning ➔ Casestudy Navah Hopkins Director of Paid Media
| #UtahDMC @navahf @HennesseyDgtl Baseline/Questions to Ask
| #UtahDMC @navahf @HennesseyDgtl Before We Can Begin Hunting, We Need to Do Some Reconnaissance
| #UtahDMC @navahf @HennesseyDgtl Are All Parts of the Business Equal, or Are Some Worth More?
| #UtahDMC @navahf @HennesseyDgtl Are There Hubs of High-Value Customers, or Are They Truly Spread Out?
| #UtahDMC @navahf @HennesseyDgtl Are Phone and Website Leads Equal? Do Conversion Rates and Auction Prices Align?
| #UtahDMC @navahf @HennesseyDgtl • Impression Share • Auction Price • Conversion Rate/Value Three Trails Good Hunters Follow:
| #UtahDMC @navahf @HennesseyDgtl Most Advertisers Struggle to Achieve 50%+ of Available Impressions Based on 2973 accounts with at least $.01 in search spend Average impression share is 47%
| #UtahDMC @navahf @HennesseyDgtl Search Auction Prices Vary by Industry – don’t bring a blaster to a
| #UtahDMC @navahf @HennesseyDgtl If You Know You Have An Easier Time Winning on Mobile/Desktop, Don’t Be Afraid to Focus There Mobile: 4.39% CTR $34.79 CPA
| #UtahDMC @navahf @HennesseyDgtl ✓Location Targets ✓Duplicate Keywords ✓Structure of the Campaign ✓Match-types of keywords ✓Bidding strategies Raising Budget is a Last Resort – Check the Following First:
| #UtahDMC @navahf @HennesseyDgtl Poor Performance Caused by Lack of Budget
| #UtahDMC @navahf @HennesseyDgtl Wasted Spend is the Enemy
| #UtahDMC @navahf @HennesseyDgtl If there’s a hint of wasted spend, it can be hard to convince clients to open up budget.
| #UtahDMC @navahf @HennesseyDgtl Here’s the problem: a budget that isn’t aligned with the structure it’s asked to support will always be wasted spend
| #UtahDMC @navahf @HennesseyDgtl Can your budget support 10 “top of page clicks”?
| #UtahDMC @navahf @HennesseyDgtl Here’s what, “Top of Page” looks like:
| #UtahDMC @navahf @HennesseyDgtl If Not, Assess if You Can Get The Traffic With Different Search Ideas
| #UtahDMC @navahf @HennesseyDgtl Check The Search Terms For The Real Heroes! 3% cheaper & perfect conversion rate!
| #UtahDMC @navahf @HennesseyDgtl Broad Keywords Can Drag Your Budget into Unintended Auctions 162% More Than Average
| #UtahDMC @navahf @HennesseyDgtl If they’re all too high, find out if clients can live without that Traffic
| #UtahDMC @navahf @HennesseyDgtl • Use extensions to communicate valuable ideas without paying a premium. • Bid adjustments can focus the budget. • Lumping strategic initiatives together can cause all to fail. Not all profit centers are equal:
| #UtahDMC @navahf @HennesseyDgtl Daily Budgets Needed For AT LEAST One Lead Based on 2019 Average CPC Monthly budget will be 30.4 X daily budget
| #UtahDMC @navahf @HennesseyDgtl Bing’s Auction Prices Can Be More Forgiving
| #UtahDMC @navahf @HennesseyDgtl Starting Bing Is As Easy As Setting Up An Auto-Import
| #UtahDMC @navahf @HennesseyDgtl • Be transparent about industry costs and whether budget expectations are realistic. • Offer options that work within the requested budget. • Give realistic timelines for growth When crafting marketing budgets/assessing clients:
| #UtahDMC @navahf @HennesseyDgtl Can’t Spend the Budget
| #UtahDMC @navahf @HennesseyDgtl It can be intimidating to ask for more budget, when you’re struggling to spend existing budget.
| #UtahDMC @navahf @HennesseyDgtl Your Campaign is Likely Losing Impression Share to Rank
| #UtahDMC @navahf @HennesseyDgtl • Too many targets • Bids and auction prices not aligned • Search volume isn’t there for “important” keywords Here are the most common culprits:
| #UtahDMC @navahf @HennesseyDgtl There’s only so many signals a budget can accommodate
| #UtahDMC @navahf @HennesseyDgtl Targeting 5+ locations without bid adjustments can cause budget allocation issues
| #UtahDMC @navahf @HennesseyDgtl Different Locations Have Different Auction Prices, Search Patterns, & Time Zones
| #UtahDMC @navahf @HennesseyDgtl Number of ad groups can also choke a budget: 5-7 is the golden ratio! 60% of impressions Budget will only go to “winners” instead of everything
| #UtahDMC @navahf @HennesseyDgtl Bid to budget ratio is only part of the equation: if the bids are too low, you
| #UtahDMC @navahf @HennesseyDgtl While it is true Google can up to double your budget, you can’t bank on it delivering premium volume if you’re consistently under bidding
| #UtahDMC @navahf @HennesseyDgtl Search volume is an important mechanic in account health
| #UtahDMC @navahf @HennesseyDgtl Google’s not going to waste its time or your money on pages
| #UtahDMC @navahf @HennesseyDgtl But those pages may be important to clients
| #UtahDMC @navahf @HennesseyDgtl • Turn important low volume keywords into site links/callouts • Make a low budget “experiment” campaign to house these ideas • Ask the client if they’d be open to content marketing being responsible for those ideas. Here are three easy solutions:
| #UtahDMC @navahf @HennesseyDgtl Account is Winning
| #UtahDMC @navahf @HennesseyDgtl Congratulations! You’ve vanquished your enemies and achieved profit!
| #UtahDMC @navahf @HennesseyDgtl But we’re bounty hunters of profit and happiness… there’s always more to be had
| #UtahDMC @navahf @HennesseyDgtl • Can your client handle more leads or are they at capacity? • Is this seasonal – should we invest now, or hold for next season? • Should the budget go to existing initiatives, or would you rather expand to new platforms/parts of the business? Before we continue:
| #UtahDMC @navahf @HennesseyDgtl Here is what I look for in a winning campaign Consistently above 75% impression share! Campaign live for at least three months
| #UtahDMC @navahf @HennesseyDgtl Important: Never dump large amounts of money into a winning campaign all at once!
| #UtahDMC @navahf @HennesseyDgtl Gradually increase budget by 10-15% each week over a month
| #UtahDMC @navahf @HennesseyDgtl A great way to expand is to layer in display! In-market display ad with affinity content!
| #UtahDMC @navahf @HennesseyDgtl Display Average CPC’s Are Cheaper – Build Your Perfect Audience to Be Picked Up By Search Remarketing 10% conversion rate vs 4% conversion rate
| #UtahDMC @navahf @HennesseyDgtl Display Can Bring Users Your Branded and Remarketing Search Campaigns are Poised to Pick-up $500 Monthly Budget 168550 Monthly Impressions 701 Monthly Clicks *Average monthly budget, impressions and clicks across 4000 accounts (no budget over $50 and no budget under $1)
| #UtahDMC @navahf @HennesseyDgtl Don’t Forget About Facebook! 26% Of Clicks Result In A Conversion (Spark Central)
| #UtahDMC @navahf @HennesseyDgtl • Average CPC is $1.72, but this is determined by how many folks click on your ad! • Now that budgets are campaign level choices, be sure you’re choosing the right objective for how you judge ROI! • 19% of time spent on mobile is on Facebook. Facebook Budgets
| #UtahDMC @navahf @HennesseyDgtl By running campaigns on other networks, you can expand your Google market:
| #UtahDMC @navahf @HennesseyDgtl New Campaigns Are Expensive – the first 1-2 months of a campaign will be about data acquisition
| #UtahDMC @navahf @HennesseyDgtl Client Story: Koru K9
| #UtahDMC @navahf @HennesseyDgtl Budget conversations are a game of transforming “cost” into “investment”
| #UtahDMC @navahf @HennesseyDgtl • CTR • Quality Score • Impression Share • Extensions • Match-types Clients won’t care about:
| #UtahDMC @navahf @HennesseyDgtl • Quality of leads • Return on ad spend • Volume of leads (as long as quality isn’t impacted) • Year over year growth • Growing the value of a customer Clients will care about:
| #UtahDMC @navahf @HennesseyDgtl If we want to grow the budget, we need to speak their language
| #UtahDMC @navahf @HennesseyDgtl Meet Koru K9:
| #UtahDMC @navahf @HennesseyDgtl • $2,700 monthly costs • Conversions weren’t tracking properly • Struggling to get enough business to justify keeping staff Before We Found Each Other, Marketing Their Business Was Stressful
| #UtahDMC @navahf @HennesseyDgtl Koru K9 Had A Pretty Stellar Evolution Benchmark (November 2015) ➔ Spend: $1,295.75(AdWords) ➔ Impressions: 30,570 ➔ Clicks: 368 ➔ Average CPC: $3.85 ➔ Conversions: 23 ➔ Conversion Rate: 6.25% ➔ CPA: $56.34 Post Optimizations (March 2019) ➔ Spend: $6,100 (Google Ads/Bing/Facebook) ➔ Impressions: 59,000 ➔ Clicks: 2,000 ➔ Average CPC: $2.69 ➔ Conversions: 225 ➔ Conversion Rate: 9.6% ➔ CPA: $27.07
| #UtahDMC @navahf @HennesseyDgtl • Built trust by identifying and eliminating wasted spend brought in by broad terms and tangential searches. • Focused budgets by geos served and replicated winning structure across those areas. • Layered in display to educate markets on why their approach to training works. How did we achieve victory?
| #UtahDMC @navahf @HennesseyDgtl Naturally They Wanted To Scale
| #UtahDMC @navahf @HennesseyDgtl We Expanded Markets!
| #UtahDMC @navahf @HennesseyDgtl Some Markets Really Struggled – Driving Up Costs
| #UtahDMC @navahf @HennesseyDgtl We Had To Make Some Budget Allocation Choices
| #UtahDMC @navahf @HennesseyDgtl Not All Markets Deserved “Focus” On High Value Board & Train
| #UtahDMC @navahf @HennesseyDgtl The Landing Pages Had Multiple Numbers –
| #UtahDMC @navahf @HennesseyDgtl Too Many Data Acquisition Sources
| #UtahDMC @navahf @HennesseyDgtl “Dog Training” Just As Broad – Worse Quality
| #UtahDMC @navahf @HennesseyDgtl • Paused dubious “dog trainer” in favor of long-tail broad. • Removed extra numbers • Used “borrowed” budget to invest in educational display So We:
| #UtahDMC @navahf @HennesseyDgtl We Were Able To Unlock Profit In One Month!
| #UtahDMC @navahf @HennesseyDgtl For Profit!
| #UtahDMC @navahf @HennesseyDgtl Build trust through transparency about budgets and timelines.
| #UtahDMC @navahf @HennesseyDgtl Use extensions to promote expensive ideas when your budget cannot.
| #UtahDMC @navahf @HennesseyDgtl Honor thy bid to budget ratio and conversion rates
| #UtahDMC @navahf @HennesseyDgtl Check for alternative ways to achieve expensive traffic, but if the ROI is there, invest!
| #UtahDMC @navahf @HennesseyDgtl Acquisition costs go down with increased exposure to brands – Display brings the audience!
| #UtahDMC @navahf @HennesseyDgtl Thanks! Questions? Navah@Hennessey.com @navahf
NAVAH HOPKINS UNLOCKING ROI OUT OF ANY BUDGET DIRECTOR OF PAID MEDIA HENNESSEY DIGITAL BOSTON, MA THANK YOU #UTAHDMC
Q&A #UTAHDMC
#UTAHDMCREGISTRATION IS LIVE. CHECK SITE + EMAILS
SEE YOU NEXT MONTH!

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Utah DMC Presents: PPC Night - February 2020

  • 1.
  • 2.
  • 3.
    DARIN BERNTSONAKA “DOC” PRESIDENTOF THE BOARD UTAH DIGITAL MARKETING COLLECTIVE #UTAHDMC
  • 4.
    #UTAHDMC BOARD
 OF 
 DIRECTORS QUESTIONS?JUSTASK! ▸ DocBerntson ▸ Paxton Gray ▸ Jesse Nuttall ▸ April Nuttall ▸ AJ Wilcox ▸ Alisa Gammon ▸ Bryan Phelps ▸ Jake Hoopes ▸ David Malmborg
  • 5.
    TONIGHTS AGENDA ▸ Announcements ▸Kyle Shurtz ▸ Navah Hopkins ▸ Q&A w/ Both Presenters #UTAHDMC
  • 6.
    ✓ FIRST EVENT? ✓RETURN ATTENDEE? ✓ UTAH DMC MEMBER? ROLL CALL #UTAHDMC
  • 7.
    WELCOME TO YOUALL! #UTAHDMC
  • 8.
    UPCOMING EVENTS MARK YOURCALENDAR FOR #UTAHDMC
  • 9.
    #UTAHDMCREGISTRATION IS LIVE.CHECK SITE + EMAILS
  • 10.
  • 11.
  • 12.
    #UTAHDMC WE HAVE ANINCREDIBLE LINEUP! • 3 KEYNOTES • 15 PRESENTATIONS • 2 TRACKS • SWAG & FOOD • FANOCRACY BOOK TO FIRST 400 PAID ATTENDEES •WORKSHOP DAY ON 27TH
  • 13.
    #UTAHDMCFIRST 400 PAIDREGISTRANTS RECEIVE FANOCRACY BOOK
  • 14.
    #UTAHDMC $199 MEMBERS -$249 NON-MEMBER UTAHDMC.ORG/DMC-2020 ONE SALE NOW SUPER EARLY BIRD
  • 15.
    BENEFITS MEMBERSHIP HAS MANY AREYOU A MEMBER OF #UTAHDMC
  • 16.
  • 17.
    USE THE #UTAHDMC HASHTAG! SHAREYOUR EXPERIENCE #UTAHDMC
  • 18.
    WHAT IS UTAHDMC? #UTAHDMCUTAHDMC.ORG/PITCH-TO-SPEAK PITCH TO SPEAK
  • 19.
    ANNUAL & CONFERENCE SPONSORSHIP OPPORTUNITIES QUESTIONS? See DavidMalmborg malmborg@utahdmc.org utahdmc.org/sponsor-info #UTAHDMC
  • 20.
    ENJOY FREE WIFITONIGHT #UTAHDMC THANK YOU NETWORK: ZAGG guest PASSWORD: Performanc3
  • 21.
    UTAH DMC JOBBOARD WELCOME AJ WILCOX #UTAHDMC
  • 22.
    WORKFRONT, LEHI SEO Manager ‣Lead SEO initiatives ‣ Run technical and on-site audits to optimize and improve site performance ‣ 3-5 years managing SEO (prefer some experience in B2B/SaaS) ‣ Experience using web analytics (Google Analytics, Adobe Analytics) - SEO software (SEMRush, Ahrefs, Moz, etc.) - SEO crawling software (ScreamingFrog, DeepCrawl, etc.) ‣ https://www.workfront.com/job/2069695 #UTAHDMC
  • 23.
    MATIX LABS, BOUNTIFUL SeniorGoogle Ads/Paid Search Specialist ‣ Minimum of 3 years experience running Google Ads in the ecommerce space (Search/Shopping/YouTube) ‣ Prefer past agency experience ‣ Need to be comfortable on the phone with clients ‣ Unique compensation model, base salary plus monthly commissions earned on every client you manage. ‣ Salary: $70,000.00 to $100,000.00 /year ‣ https://www.indeed.com/job/senior-google-adspaid- search-specialist-63583e08f996ad99 #UTAHDMC
  • 24.
    RETAILSPHERE.COM, SLC Sales Leader ‣Implementing sales strategy, build and maintain infrastructure, and overse the team’s daily performance. ‣ Proven track record of recruiting, training, ramping and managing entry to mid level successful inside sales reps to sell SaaS product(s) ‣ Experience with HubSpot Sales CRM ideal ‣ Experience selling or working within the real estate or “prop tech” industries NOT required but a plus ‣ https://retailsphere.com/Careers/Sales-Leader-7 #UTAHDMC
  • 25.
    RETAILSPHERE.COM, SLC Inside SalesManager ‣ As a proven seller. ‣ Be a highly money-motivated, quota busting selling machine. ‣ Experience with all aspects of inside sales. ‣ A natural salesperson, with experience selling subscription tech products in a b-to-b environment. ‣ Detail oriented with outstanding follow up skills ‣ https://retailsphere.com/Careers/Inside-Sales- Manager-9 #UTAHDMC
  • 26.
    AUTOMILE, PLEASANT GROVE DigitalMarketing Manager ‣ Responsible for build out, personalization, and optimization of digital campaigns. ‣ Managing $100k+ in monthly ad spend. ‣ Executing campaigns and lead management programs. ‣ 3+ years in a digital marketing with experience across multiple channels (Google, Facebook, etc.) ‣ Track record of launching successful marketing campaigns that drive qualified leads ‣ https://automile.com/career/digital_marketing_manager #UTAHDMC
  • 27.
    UTAHDMC.ORG/JOB-BOARD PUT YOUR JOBIN FRONT OF OUR AUDIENCE! ‣ EMAILED TO 4500+ CONTACT DATABASE ‣ SHARED ON TWITTER, FACEBOOK AND SLACK ‣ ANNOUNCED AT MONTHLY EVENT QUESTIONS? EMAIL AJ@UTAHDMC.ORG #UTAHDMC
  • 28.
  • 29.
    KYLE SHURTZ DOUBLING DOWNON PPC: HOW TO INFORM YOUR OTHER MARKETING CHANNELS WITH PPC DATA VP OF PERFORMANCE MARKETING AVALAUNCH MEDIA SALT LAKE CITY, UTAH TONIGHTS 1ST PRESENTER: #UTAHDMC
  • 30.
    KYLE SHURTZ DOUBLE DOWNON YOUR CONTENT WITH PPC
  • 31.
    Avalaunch Media isa full-service marketing agency based in Salt Lake City, Utah. For more than 15 years, we’ve been passionate about marketing and producing tangible results for clients. We’re inspired by devising and executing marketing strategies that launch our clients and earn their trust. Our team consists of successful business owners, attorneys, MBAs, and professionals with years of experience in the public and private sectors. We operate from experience and focus on creating sustainable and long-term marketing success.
  • 33.
    Kyle is theVP of Performance Marketing at Avalaunch Media and leverages top media channels, industry best practices, and a few “wild bets” to create powerful campaigns. Kyle’s team of paid media marketers and marketing automation specialists know how to ask the right questions.
  • 51.
    KYLE SHURTZ DOUBLING DOWNON PPC: HOW TO INFORM YOUR OTHER MARKETING CHANNELS WITH PPC DATA VP OF PERFORMANCE MARKETING AVALAUNCH MEDIA SALT LAKE CITY, UTAH THANK YOU #UTAHDMC
  • 52.
    READY FOR OUR SECONDPRESENTER? #UTAHDMC
  • 53.
    NAVAH HOPKINS UNLOCKING ROIOUT OF ANY BUDGET DIRECTOR OF PAID MEDIA HENNESSEY DIGITAL BOSTON, MA TONIGHTS 2ND PRESENTER: #UTAHDMC
  • 54.
    | #UtahDMC @navahf@HennesseyDgtl Unlocking ROI In Any Budget By: Navah Hopkins
  • 55.
    | #UtahDMC @navahf@HennesseyDgtl I am a bounty hunter of happiness and profit (& a Star Wars nerd)
  • 56.
    | #UtahDMC @navahf@HennesseyDgtl • Am focused on the business metrics of my stakeholders (clients). • Know when to invest and when to hold back. • Live for the thrill of winning for my stakeholders. This means I:
  • 57.
    | #UtahDMC @navahf@HennesseyDgtl Talking Money is Hard – Talking Profit is Easy
  • 58.
    | #UtahDMC @navahf@HennesseyDgtl By the end of this session, each of you will have the tools to be a fellow bounty hunter of happiness and profit
  • 59.
    | #UtahDMC @navahf@HennesseyDgtl What We’ll Be Covering ➔ Baseline/Questions to Ask ➔ Poor Performance Caused by Lack of Budget ➔ Can’t Spend the Budget ➔ Account is Winning ➔ Casestudy Navah Hopkins Director of Paid Media
  • 60.
    | #UtahDMC @navahf@HennesseyDgtl Baseline/Questions to Ask
  • 61.
    | #UtahDMC @navahf@HennesseyDgtl Before We Can Begin Hunting, We Need to Do Some Reconnaissance
  • 62.
    | #UtahDMC @navahf@HennesseyDgtl Are All Parts of the Business Equal, or Are Some Worth More?
  • 63.
    | #UtahDMC @navahf@HennesseyDgtl Are There Hubs of High-Value Customers, or Are They Truly Spread Out?
  • 64.
    | #UtahDMC @navahf@HennesseyDgtl Are Phone and Website Leads Equal? Do Conversion Rates and Auction Prices Align?
  • 65.
    | #UtahDMC @navahf@HennesseyDgtl • Impression Share • Auction Price • Conversion Rate/Value Three Trails Good Hunters Follow:
  • 66.
    | #UtahDMC @navahf@HennesseyDgtl Most Advertisers Struggle to Achieve 50%+ of Available Impressions Based on 2973 accounts with at least $.01 in search spend Average impression share is 47%
  • 67.
    | #UtahDMC @navahf@HennesseyDgtl Search Auction Prices Vary by Industry – don’t bring a blaster to a
  • 68.
    | #UtahDMC @navahf@HennesseyDgtl If You Know You Have An Easier Time Winning on Mobile/Desktop, Don’t Be Afraid to Focus There Mobile: 4.39% CTR $34.79 CPA
  • 69.
    | #UtahDMC @navahf@HennesseyDgtl ✓Location Targets ✓Duplicate Keywords ✓Structure of the Campaign ✓Match-types of keywords ✓Bidding strategies Raising Budget is a Last Resort – Check the Following First:
  • 70.
    | #UtahDMC @navahf@HennesseyDgtl Poor Performance Caused by Lack of Budget
  • 71.
    | #UtahDMC @navahf@HennesseyDgtl Wasted Spend is the Enemy
  • 72.
    | #UtahDMC @navahf@HennesseyDgtl If there’s a hint of wasted spend, it can be hard to convince clients to open up budget.
  • 73.
    | #UtahDMC @navahf@HennesseyDgtl Here’s the problem: a budget that isn’t aligned with the structure it’s asked to support will always be wasted spend
  • 74.
    | #UtahDMC @navahf@HennesseyDgtl Can your budget support 10 “top of page clicks”?
  • 75.
    | #UtahDMC @navahf@HennesseyDgtl Here’s what, “Top of Page” looks like:
  • 76.
    | #UtahDMC @navahf@HennesseyDgtl If Not, Assess if You Can Get The Traffic With Different Search Ideas
  • 77.
    | #UtahDMC @navahf@HennesseyDgtl Check The Search Terms For The Real Heroes! 3% cheaper & perfect conversion rate!
  • 78.
    | #UtahDMC @navahf@HennesseyDgtl Broad Keywords Can Drag Your Budget into Unintended Auctions 162% More Than Average
  • 79.
    | #UtahDMC @navahf@HennesseyDgtl If they’re all too high, find out if clients can live without that Traffic
  • 80.
    | #UtahDMC @navahf@HennesseyDgtl • Use extensions to communicate valuable ideas without paying a premium. • Bid adjustments can focus the budget. • Lumping strategic initiatives together can cause all to fail. Not all profit centers are equal:
  • 81.
    | #UtahDMC @navahf@HennesseyDgtl Daily Budgets Needed For AT LEAST One Lead Based on 2019 Average CPC Monthly budget will be 30.4 X daily budget
  • 82.
    | #UtahDMC @navahf@HennesseyDgtl Bing’s Auction Prices Can Be More Forgiving
  • 83.
    | #UtahDMC @navahf@HennesseyDgtl Starting Bing Is As Easy As Setting Up An Auto-Import
  • 84.
    | #UtahDMC @navahf@HennesseyDgtl • Be transparent about industry costs and whether budget expectations are realistic. • Offer options that work within the requested budget. • Give realistic timelines for growth When crafting marketing budgets/assessing clients:
  • 85.
    | #UtahDMC @navahf@HennesseyDgtl Can’t Spend the Budget
  • 86.
    | #UtahDMC @navahf@HennesseyDgtl It can be intimidating to ask for more budget, when you’re struggling to spend existing budget.
  • 87.
    | #UtahDMC @navahf@HennesseyDgtl Your Campaign is Likely Losing Impression Share to Rank
  • 88.
    | #UtahDMC @navahf@HennesseyDgtl • Too many targets • Bids and auction prices not aligned • Search volume isn’t there for “important” keywords Here are the most common culprits:
  • 89.
    | #UtahDMC @navahf@HennesseyDgtl There’s only so many signals a budget can accommodate
  • 90.
    | #UtahDMC @navahf@HennesseyDgtl Targeting 5+ locations without bid adjustments can cause budget allocation issues
  • 91.
    | #UtahDMC @navahf@HennesseyDgtl Different Locations Have Different Auction Prices, Search Patterns, & Time Zones
  • 92.
    | #UtahDMC @navahf@HennesseyDgtl Number of ad groups can also choke a budget: 5-7 is the golden ratio! 60% of impressions Budget will only go to “winners” instead of everything
  • 93.
    | #UtahDMC @navahf@HennesseyDgtl Bid to budget ratio is only part of the equation: if the bids are too low, you
  • 94.
    | #UtahDMC @navahf@HennesseyDgtl While it is true Google can up to double your budget, you can’t bank on it delivering premium volume if you’re consistently under bidding
  • 95.
    | #UtahDMC @navahf@HennesseyDgtl Search volume is an important mechanic in account health
  • 96.
    | #UtahDMC @navahf@HennesseyDgtl Google’s not going to waste its time or your money on pages
  • 97.
    | #UtahDMC @navahf@HennesseyDgtl But those pages may be important to clients
  • 98.
    | #UtahDMC @navahf@HennesseyDgtl • Turn important low volume keywords into site links/callouts • Make a low budget “experiment” campaign to house these ideas • Ask the client if they’d be open to content marketing being responsible for those ideas. Here are three easy solutions:
  • 99.
    | #UtahDMC @navahf@HennesseyDgtl Account is Winning
  • 100.
    | #UtahDMC @navahf@HennesseyDgtl Congratulations! You’ve vanquished your enemies and achieved profit!
  • 101.
    | #UtahDMC @navahf@HennesseyDgtl But we’re bounty hunters of profit and happiness… there’s always more to be had
  • 102.
    | #UtahDMC @navahf@HennesseyDgtl • Can your client handle more leads or are they at capacity? • Is this seasonal – should we invest now, or hold for next season? • Should the budget go to existing initiatives, or would you rather expand to new platforms/parts of the business? Before we continue:
  • 103.
    | #UtahDMC @navahf@HennesseyDgtl Here is what I look for in a winning campaign Consistently above 75% impression share! Campaign live for at least three months
  • 104.
    | #UtahDMC @navahf@HennesseyDgtl Important: Never dump large amounts of money into a winning campaign all at once!
  • 105.
    | #UtahDMC @navahf@HennesseyDgtl Gradually increase budget by 10-15% each week over a month
  • 106.
    | #UtahDMC @navahf@HennesseyDgtl A great way to expand is to layer in display! In-market display ad with affinity content!
  • 107.
    | #UtahDMC @navahf@HennesseyDgtl Display Average CPC’s Are Cheaper – Build Your Perfect Audience to Be Picked Up By Search Remarketing 10% conversion rate vs 4% conversion rate
  • 108.
    | #UtahDMC @navahf@HennesseyDgtl Display Can Bring Users Your Branded and Remarketing Search Campaigns are Poised to Pick-up $500 Monthly Budget 168550 Monthly Impressions 701 Monthly Clicks *Average monthly budget, impressions and clicks across 4000 accounts (no budget over $50 and no budget under $1)
  • 109.
    | #UtahDMC @navahf@HennesseyDgtl Don’t Forget About Facebook! 26% Of Clicks Result In A Conversion (Spark Central)
  • 110.
    | #UtahDMC @navahf@HennesseyDgtl • Average CPC is $1.72, but this is determined by how many folks click on your ad! • Now that budgets are campaign level choices, be sure you’re choosing the right objective for how you judge ROI! • 19% of time spent on mobile is on Facebook. Facebook Budgets
  • 111.
    | #UtahDMC @navahf@HennesseyDgtl By running campaigns on other networks, you can expand your Google market:
  • 112.
    | #UtahDMC @navahf@HennesseyDgtl New Campaigns Are Expensive – the first 1-2 months of a campaign will be about data acquisition
  • 113.
    | #UtahDMC @navahf@HennesseyDgtl Client Story: Koru K9
  • 114.
    | #UtahDMC @navahf@HennesseyDgtl Budget conversations are a game of transforming “cost” into “investment”
  • 115.
    | #UtahDMC @navahf@HennesseyDgtl • CTR • Quality Score • Impression Share • Extensions • Match-types Clients won’t care about:
  • 116.
    | #UtahDMC @navahf@HennesseyDgtl • Quality of leads • Return on ad spend • Volume of leads (as long as quality isn’t impacted) • Year over year growth • Growing the value of a customer Clients will care about:
  • 117.
    | #UtahDMC @navahf@HennesseyDgtl If we want to grow the budget, we need to speak their language
  • 118.
    | #UtahDMC @navahf@HennesseyDgtl Meet Koru K9:
  • 119.
    | #UtahDMC @navahf@HennesseyDgtl • $2,700 monthly costs • Conversions weren’t tracking properly • Struggling to get enough business to justify keeping staff Before We Found Each Other, Marketing Their Business Was Stressful
  • 120.
    | #UtahDMC @navahf@HennesseyDgtl Koru K9 Had A Pretty Stellar Evolution Benchmark (November 2015) ➔ Spend: $1,295.75(AdWords) ➔ Impressions: 30,570 ➔ Clicks: 368 ➔ Average CPC: $3.85 ➔ Conversions: 23 ➔ Conversion Rate: 6.25% ➔ CPA: $56.34 Post Optimizations (March 2019) ➔ Spend: $6,100 (Google Ads/Bing/Facebook) ➔ Impressions: 59,000 ➔ Clicks: 2,000 ➔ Average CPC: $2.69 ➔ Conversions: 225 ➔ Conversion Rate: 9.6% ➔ CPA: $27.07
  • 121.
    | #UtahDMC @navahf@HennesseyDgtl • Built trust by identifying and eliminating wasted spend brought in by broad terms and tangential searches. • Focused budgets by geos served and replicated winning structure across those areas. • Layered in display to educate markets on why their approach to training works. How did we achieve victory?
  • 122.
    | #UtahDMC @navahf@HennesseyDgtl Naturally They Wanted To Scale
  • 123.
    | #UtahDMC @navahf@HennesseyDgtl We Expanded Markets!
  • 124.
    | #UtahDMC @navahf@HennesseyDgtl Some Markets Really Struggled – Driving Up Costs
  • 125.
    | #UtahDMC @navahf@HennesseyDgtl We Had To Make Some Budget Allocation Choices
  • 126.
    | #UtahDMC @navahf@HennesseyDgtl Not All Markets Deserved “Focus” On High Value Board & Train
  • 127.
    | #UtahDMC @navahf@HennesseyDgtl The Landing Pages Had Multiple Numbers –
  • 128.
    | #UtahDMC @navahf@HennesseyDgtl Too Many Data Acquisition Sources
  • 129.
    | #UtahDMC @navahf@HennesseyDgtl “Dog Training” Just As Broad – Worse Quality
  • 130.
    | #UtahDMC @navahf@HennesseyDgtl • Paused dubious “dog trainer” in favor of long-tail broad. • Removed extra numbers • Used “borrowed” budget to invest in educational display So We:
  • 131.
    | #UtahDMC @navahf@HennesseyDgtl We Were Able To Unlock Profit In One Month!
  • 132.
    | #UtahDMC @navahf@HennesseyDgtl For Profit!
  • 133.
    | #UtahDMC @navahf@HennesseyDgtl Build trust through transparency about budgets and timelines.
  • 134.
    | #UtahDMC @navahf@HennesseyDgtl Use extensions to promote expensive ideas when your budget cannot.
  • 135.
    | #UtahDMC @navahf@HennesseyDgtl Honor thy bid to budget ratio and conversion rates
  • 136.
    | #UtahDMC @navahf@HennesseyDgtl Check for alternative ways to achieve expensive traffic, but if the ROI is there, invest!
  • 137.
    | #UtahDMC @navahf@HennesseyDgtl Acquisition costs go down with increased exposure to brands – Display brings the audience!
  • 138.
    | #UtahDMC @navahf@HennesseyDgtl Thanks! Questions? Navah@Hennessey.com @navahf
  • 139.
    NAVAH HOPKINS UNLOCKING ROIOUT OF ANY BUDGET DIRECTOR OF PAID MEDIA HENNESSEY DIGITAL BOSTON, MA THANK YOU #UTAHDMC
  • 140.
  • 141.
    #UTAHDMCREGISTRATION IS LIVE.CHECK SITE + EMAILS
  • 142.