You Down With PPC?Luke Alley, Director of PPC

luke@dreamsystemsmedia.com@lukealley

Case Study – Mortgage Client

MONTH 1

Cost Per Lead - $68.42

Total Number Of Leads - 52

JANUARY 2012

Cost Per Lead - $28.02

Total Number Of Leads – 1,418

Cost Per Lead

Leads

What’s Happening Now?

MONTH 1

Cost Per Lead - $68.42

Total Number Of Leads - 52

May 2012

Cost Per Lead - $23.10

Total Number Of Leads – 2,563

Cost Per Lead

LeadsFebruary 2012

What Did I Do?June 2011 – Started Display Network

Feb 2011 – tested new keywords, too broad, though low CPA.

Mar 2012 – Restructured all campaigns

Nov 2010 – Hyper-targeted city campaigns in TX & CA

Normal optimization

Where do people get stuck?

Quality ScoreDisapprovals

Costs are High, Leads Low

Time- Set & Forget

Search, Display, Mobile Network

Pro Tip: The Best Mortgage Accounts Have Search and Display Separated

Keyword Resarch - Jumbo Loans!

Jumbo Loans!

Google’s Keyword Tool External

Use Match Types

Broad Match: Jumbo Loans• Jumbo Hot Dogs• Find Jumbo Loans• Loans

Phrase Match: “Jumbo Loans”• Find Jumbo Loans• Jumbo Loans Scottsdale• Jumbo Loans Interest Rates

Exact Match: [Jumbo Loans]• Jumbo Loans

Modified Broad Match: +Jumbo +Loans• Jmbo Loans• Jumbo Loan• Jumbo Loanings

Pro Tip: Don’t Use Broad Match, Except with a Thorough Negative Keyword List

Make Tight-Knit Adgroups/Themes

“Jumbo Loan Rates”• jumbo loan rates • jumbo loans rates• jumbo loan interest

rate

“Jumbo Mortgage”• jumbo loan mortgage• jumbo mortgage loans• jumbo mortgages

“Jumbo Loans” • jumbo loan• jumbo loans

Make Specific Ads for Themes

“Jumbo Loan Rates”• jumbo loan rates • jumbo loans rates• jumbo loan interest rate

“Jumbo Mortgage”• jumbo loan mortgage• jumbo mortgage loans• jumbo mortgages

“Jumbo Loans” • jumbo loan• jumbo loans

What’s this about “Quality Score”?

Historical Clickthrough Rate of Keyword & Ad

Matched Ad Includes Keyword

Historical CTR of URLs

Landing Page Quality

Account History & Performance (CTR of ads & kws)

What’s this about “Quality Score”?

Expected CTR• A/B test ads.• Create tight knit

adgroups• Add negative

keywords

Ad Relevance• Include keyword in

the ad.• Include keyword in

destination URL.

Landing Page Exp.• Match landing page to KW• Optimized like SEO page

Let’s Be Negative

Universal Negative Keywords!• Free• Youtube• Game• Facebook• Job• Career• Internship

Pro Tip: Add names of mortgage companies in your area.

Ad Extensions – Give Your Ads Some Flavor

Sitelinks

Location Extension

Phone Extension

Display Network – Uncharted Territory

Making Display Network Work

“Jumbo Loan Rates”• jumbo loan rates • jumbo loans rates• jumbo loan interest

rate

Pro Tip: Display network can yield mortgage conversions cheaper than search network.

Remarketing- You’re Being Followed!

Pro Tip: Don’t Be Creepy… and Image Ads Work Great

Landing Pages

Bringing it All Back Together…

Leads Sales

Tight Knit Adgroups

(Keyword Themes)

Super Landing Page(Converts Traffic)

Well Written Ads

(Improve CTR)

High Quality Scores

(Lower Costs)

Thorough Keyword Lists with Negative

Keywords(Quality Traffic)

Remarketing

ADWORDS EDITOR!!!

Don’t Set It and Forget It!

Comb Through the Search Term Report

A/B Test Ads

Raise/Lower Bids Based on ROI

Split Out High Volume Keywords Into Their Own Adgroups

A/B Test Landing Pages

 

THANK YOU!

Luke Alley, Director of PPCdreamsystemsmedia.com

luke@dreamsystemsmedia.com@lukealley