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PPC 101

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Slides from Carie Otto's paid media webinar covering lead generation in the digital age... Also known as pay-per-click marketing strategies. Learn the basics to get started with paid media with this slide deck - or view the complete presentation at: http://www.threedeepmarketing.com/blog/pay-per-click-its-lead-generation-in-the-digital-age/

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PPC 101

  1. 1. | PPC 101 Webinar 1 Three Deep Marketing PPC 101
  2. 2. | PPC 101 Webinar 2 Who am I and why are we here? Carie Otto Paid Media & Optimization Strategist Three Deep Marketing Why are we here? To see if and how pay-per-click marketing may be effective for your business.
  3. 3. | PPC 101 Webinar 3 Digital Marketing Objectives For B2B Companies
  4. 4. | PPC 101 Webinar 4 Digital Marketing Objectives For B2C Companies
  5. 5. | PPC 101 Webinar 5 - Every Marketer, Everywhere “Nobody clicks on ads anymore”
  6. 6. | PPC 101 Webinar 6 …and I’m like: a) Oh my God, that means I’m going to lose my job! b) Sorry internet – the end is near… c) That’s just WRONG. http://delucainsight.com/wp-content/uploads/2014/09/woman-screaming.jpg
  7. 7. | PPC 101 Webinar 7 According to Wordstream, for keyword searches with high purchase intent (buy, purchase), nearly 2/3 clicks go to paid ads. Paid ads dominate up to 85% of above-the-fold SERP real estate. High Purchase Intent Keywords: Paid Dominates
  8. 8. | PPC 101 Webinar 8 The top organic listing(s) gets the lion’s share of clicks on the search engine results page. TRUE. But, when paid ads are present they steal clicks from top organic rankings. Even with High Organic Rankings, Paid Ads are Essential Who wins this lost traffic?
  9. 9. | PPC 101 Webinar 9 What is PPC?
  10. 10. | PPC 101 Webinar 10 econsultancy.com “Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying each time your ad is clicked.”
  11. 11. | PPC 101 Webinar 11 Paid Search Ads Display/Banner Ads Remarketing Ads Video Ads Social Ads Ads you can buy on pay-per-click terms
  12. 12. | PPC 101 Webinar 12 The Search Engine Results Page
  13. 13. | PPC 101 Webinar 13 [Meanwhile, behind the scenes] A real-time ad auction takes place. Your bid and quality score are taken into account to determine if/where your ad http://hanscs.com/wp/wp-content/uploads/google_adwords_auction2.jpg
  14. 14. | PPC 101 Webinar 14 Where Does Paid Search Fit?
  15. 15. | PPC 101 Webinar 15 The Path to Purchase It’s non-linear. It’s messy. It’s different for everyone—everytime.
  16. 16. | PPC 101 Webinar 16 When users are looking for Products, Services, Solutions, they SEARCH Customer Path to Purchase: Education https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase
  17. 17. | PPC 101 Webinar 17 Customer Path to Purchase: Small Businesses Home & Garden Industry People search many times before making a decision. Be found when someone looks for you.
  18. 18. | PPC 101 Webinar 18 I Like Leads & Revenue. Now What?
  19. 19. | PPC 101 Webinar 19 PPC Process Discover Build Implement Optimize Develop metrics of success, baseline those metrics, and kick off the project. Activities • Workshop • Measurement model setup • Audit existing or past campaigns • Tracking systems audit/implementation
  20. 20. | PPC 101 Webinar 20 Analyze if Paid Search Will Pay Off Before Investing Look at: 1) Your Goals & Success Metrics KPIs to measure those 2) Search marketplace trends Google Keyword Planner 3) Historic conversion rates of landing pages Google Analytics
  21. 21. | PPC 101 Webinar 21 Goals Example
  22. 22. | PPC 101 Webinar 22 Keyword Research Example Use Google Keyword Planner + Business Knowledge to Generate a Search Estimate. AdGroup Type Market Imp Share Your Imp CTR Clicks CPC Cost Brand 30,000 95% 28,500 15% 4,275 $ 0.35 $ 1,496.25 Competitors 1,500,000 70% 1,050,000 2% 21,000 $ 0.75 $ 15,750.00 Category 1 2,700,000 70% 1,890,000 1.5% 28,350 $ 0.75 $ 21,262.50 Category 2 4,500,000 50% 2,250,000 1% 22,500 $ 1.00 $ 22,500.00 Category 3 2,700,000 20% 540,000 0.5% 2,700 $ 1.00 $ 2,700.00 Total 11,430,000 5,758,500 78,825 $ 63,708.75
  23. 23. | PPC 101 Webinar 23 ROI Analysis Example Google & Search Partners Data SHARE OF AD IMPRESSIONS 50% CLICK-THROUGH 2% CONVERSION 4% AD SPEND BUDGET FILTER # AD IMPRESSIONS (Our Share) # CLICKS or VISITS Cost Overview: x $X.00 Average CPC = $X,000 Ad Cost @ X% Total Conversion Rate = $X.00 Cost per Inquiry # SEARCHES (Market) # CONTACTS Set & Close AD SPEND BUDGET & QUALITY SCORE FILTER
  24. 24. | PPC 101 Webinar 24 PPC Process Discover Build Implement Optimize Build/Re-build PPC campaigns across selected media that aim to meet established goals. Activities • Keyword research • Account structure/planning • Ad Writing • Landing pages
  25. 25. | PPC 101 Webinar 25 Relevancy is KEY Keywords, Ads, and Landing Pages
  26. 26. | PPC 101 Webinar 26 PPC Process Discover Build Implement Optimize Launch campaigns on search, social or other media types. Begin to see success and gather data. Activities • Start with Google Adwords campaigns • Expand to Bing, display, remarketing, facebook, twitter if appropriate • Frequently monitor campaigns • Automated bid rules launched, human-led optimization approach • Compare results to plan and report
  27. 27. | PPC 101 Webinar 27 PPC Process Discover Build Implement Optimize Make changes to campaigns that will drive better results. Activities • Search query reports and keyword changes • Keyword bid adjustments • Ad testing and re-writing • Advanced metric evaluation and analysis • Landing page optimizations • Plan for next steps
  28. 28. | PPC 101 Webinar 28 30-60-90-120 Day Strategic Plan (example) September October November December Goals/Targets Conversions: 300, +20% CPA: $90, -30% Conversions: 330, +10% CPA: $85, -6% Conversions: 375, +14% CPA: $80, -6% Conversions: 400, +7% CPA: $75, -5% Paid Search Reduced set of keywords running – strategy more similar to 2014 Impact: Less reach of new customers, lower CPCs, higher conversion rates Layer back in A category keywords that drive to new landing pages. Impact: Reach new audience – additional revenue possibilities Re-launch B & C category keywords that drive to new landing pages. Impact: New revenue possibilities Test shopping campaigns if client can offer better price, provide daily data feed Impact: Additional ad visibility, more clicks, more sales Keyword & bid optimizations specifically on Bing Ads. Audience match with Bing user base  focused attention Impact: Lower CPC and increase conversion rate Launch A/B ad test with ads that were routed to legal Impact: Increase number of site visits Launch previously disapproved ads – sending directly to product pages Impact: Higher conversion rates Increase bids on mobile devices post- mobile CRO Impact: Increased site visits, increased conversions Landing Pages Launch landing page A Impact: Higher conversion rate on category A keywords Launch B & C landing pages Impact: Higher conversion rate on B & C category keywords Site Changes (Impact PPC significantly) Fix Issue: product URLs going to search results pages Change language to comply with advertising rules *Implement CRO recommendations: desktop & mobile Implement phone call tracking numbers to better measure results by source
  29. 29. | PPC 101 Webinar 29 Success With PPC Do you like leads? Do you like revenue?
  30. 30. | PPC 101 Webinar 30 -econsultancy “More than 50% of marketers say paid search delivers a better than average ROI and 87% say that PPC is their most measurable digital marketing channel.”
  31. 31. | PPC 101 Webinar 31 Paid Search Case Study: Fitness Company CHALLENGE Initial state: Keywords focused on club membership & franchise acquisition mangled in one messy campaign. Web visitors were often brought to inappropriate landing experience upon clicking an ad. Lack of relevance. SOLUTION Restructured paid search campaigns into two campaigns: 1) Franchise 2) Membership Create standalone landing page for franchise searches to create a more relevant landing experience and increase lead flow. GOAL Attract new franchisees to open fitness clubs. Make better use of advertising budget, driving more of the right kind of leads.
  32. 32. | PPC 101 Webinar 32 Paid Search Case Study: Fitness Company RESULTS • Ability to distribute budget appropriately between franchise acquisition and membership support • Track goals and KPIs by business objective Account takeover, rebuild & optimization begins New Landing Pages Implemented Lead Flow • Overall increase in leads • 10% reduction in cost per lead • 55% lift in leads for franchise acquisition • 62% increase in conversion rate • 39% decrease in cost per lead due to landing page implementation
  33. 33. | PPC 101 Webinar 33 Paid Search Case Study: Health Care Company CHALLENGE Spending a lot of money on irrelevant keyword searches. Missing out on new customers because of poor ad reach and relevancy. Landing page had many distractions and black holes. SOLUTION Trim wasted ad spend. Add keywords and re-write ads for better coverage and more site visits. Scale to BingAds to reach additional 30% Launch targeted, one-purpose landing page for Healthcare provider. GOAL Attract more new patients with the same investment in paid search.
  34. 34. | PPC 101 Webinar 34 Paid Search Case Study: Health Care Company RESULTS 161 155 150 186 163 173 234 236 299 282 241 268 271 284 339 $220 $181 $175 $140 $142 $160 $137 $128 $116 $131 $139 $132 $135 $132 $108 $0 $50 $100 $150 $200 $250 0 50 100 150 200 250 300 350 400 Total New Patients & Cost Per New Patient Total New Patients Cost/New Patient Previou s agency Thee Deep Takeover New Landing Pages Implemented
  35. 35. | PPC 101 Webinar 35 How do I get started?
  36. 36. | PPC 101 Webinar 36 Free Tools Keyword Research • Google Keyword Planner: adwords.google.com/KeywordPlanner • Bing Keyword Planner: bing.com/toolbox/keywords Competitive Research • SpyFu: spyfu.com • Google Analytics: google.com/analytics • Adwords Competitive Intelligence: adwords.google.com Campaign Management • AdWords Editor: google.com/intl/en/adwordseditor • BingAds Editor: advertise.bingads.microsoft.com/en-us/bingads-editor
  37. 37. | PPC 101 Webinar 37 Three Deep Marketing manages $7+ million in paid search spending annually All campaigns are managed by certified paid media strategists with proven success
  38. 38. | PPC 101 Webinar 38 QUESTIONS?

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