Utah DMC Presents: PPC Night - February 2020

#UTAHDMC
WELCOME
FEBRUARY 19, 2020

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
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UPCOMING EVENTS
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WE HAVE AN INCREDIBLE LINEUP!
• 3 KEYNOTES
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• FANOCRACY BOOK TO FIRST
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•WORKSHOP DAY ON 27TH

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See David Malmborg
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utahdmc.org/sponsor-info
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ENJOY FREE WIFI TONIGHT
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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

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

I am a bounty hunter of happiness and profit
(& a Star Wars nerd)

• 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:

Talking Money is Hard – Talking Profit is Easy

By the end of this session, each of you will have the tools to be a fellow bounty hunter of happiness and profit

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

Baseline/Questions to Ask

Before We Can Begin Hunting, We Need to Do
Some Reconnaissance

Are All Parts of the Business Equal, or Are Some
Worth More?

Are There Hubs of High-Value Customers, or Are
They Truly Spread Out?

Are Phone and Website Leads Equal? Do Conversion
Rates and Auction Prices Align?

• Impression Share
• Auction Price
• Conversion Rate/Value
Three Trails Good Hunters
Follow:

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%

Search Auction Prices Vary by Industry – don’t bring a blaster to a

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

✓Location Targets
✓Duplicate Keywords
✓Structure of the Campaign
✓Match-types of keywords
✓Bidding strategies
Raising Budget is a Last Resort
– Check the Following First:

Poor Performance Caused by Lack of Budget

Wasted Spend is the Enemy

If there’s a hint of wasted spend, it
can be hard to convince clients to
open up budget.

Here’s the problem: a budget that isn’t aligned with the structure it’s asked to support will always be wasted spend

Can your budget support 10 “top of page clicks”?

Here’s what, “Top
of Page” looks like:

If Not, Assess if You Can Get The Traffic With Different Search Ideas

Check The Search Terms For The Real Heroes!
3% cheaper &
perfect
conversion
rate!

Broad Keywords Can Drag Your Budget into Unintended Auctions
162%
More
Than
Average

If they’re all too high, find out if clients can live
without that Traffic

• 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:

Daily Budgets Needed For AT LEAST One Lead Based on 2019 Average CPC
Monthly
budget will be
30.4 X daily
budget

Bing’s Auction Prices Can Be More Forgiving

Starting Bing Is As Easy As Setting Up An Auto-Import

• 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:

Can’t Spend the Budget

It can be intimidating to ask for more budget, when
you’re struggling to spend existing budget.

Your Campaign is Likely Losing Impression Share to Rank

• Too many targets
• Bids and auction prices not aligned
• Search volume isn’t there for
“important” keywords
Here are the most common
culprits:

There’s only so
many signals a
budget can
accommodate

Targeting 5+ locations without bid adjustments can cause budget allocation issues

Different Locations Have Different Auction Prices, Search Patterns, & Time Zones

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

Bid to budget ratio is only part of the equation: if the bids are too low, you

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

Search volume is an important mechanic in account health

Google’s not going to waste its time or your money on pages

But those pages may be important to clients

• 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:

Account is Winning

Congratulations! You’ve vanquished your enemies
and achieved profit!

But we’re bounty hunters of profit and happiness…
there’s always more to be had

• 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:

Here is what I look for in a winning campaign
Consistently
above 75%
impression
share!
Campaign live for at least three months

Important: Never dump large amounts of money into a winning campaign all at once!

Gradually increase budget by 10-15% each week
over a month

A great way to expand is to layer in display!
In-market display
ad with affinity
content!

Display Average CPC’s Are Cheaper – Build Your Perfect Audience to Be Picked Up By Search Remarketing
10%
conversion
rate vs 4%
conversion
rate

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)

Don’t Forget About Facebook!
26% Of Clicks Result In A
Conversion (Spark Central)

• 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

By running campaigns on other networks, you can expand your Google market:

New Campaigns Are Expensive – the
first 1-2 months of a campaign will be
about data acquisition

Client Story: Koru K9

Budget conversations are a game of transforming “cost”
into “investment”

• CTR
• Quality Score
• Impression Share
• Extensions
• Match-types
Clients won’t care about:

• 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:

If we want to grow the budget, we need to speak their language

Meet Koru K9:

• $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

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

• 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?

Naturally They
Wanted To Scale

We Expanded Markets!

Some Markets Really Struggled – Driving Up Costs

We Had To Make Some Budget Allocation Choices

Not All Markets Deserved “Focus” On High Value Board & Train

The Landing Pages Had Multiple Numbers –

Too Many Data Acquisition Sources

“Dog Training” Just As Broad – Worse Quality

• Paused dubious “dog trainer” in
favor of long-tail broad.
• Removed extra numbers
• Used “borrowed” budget to
invest in educational display
So We:

We Were Able To Unlock Profit In One Month!

For Profit!

Build trust
through
transparency
about budgets
and timelines.

Use extensions
to promote
expensive ideas
when your
budget cannot.

Honor thy bid
to budget ratio
and conversion
rates

Check for
alternative ways
to achieve
expensive traffic,
but if the ROI is
there, invest!

Acquisition costs
go down with
increased
exposure to
brands – Display
brings the
audience!

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

Utah DMC Presents: PPC Night - February 2020

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