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6 Unique Ways To Grow Your PPC Account

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Presenters• Frederick Vallaeys

– Founder of Optmyzr

– PPC Hero Blogger

– @siliconvallaeys

• Jeff Baum– Associate Director of Paid Search at Hanapin

Marketing– PPC Hero Blogger

– @jeffbaum71

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppca) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.

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Programmatic

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Programmatic

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Programmatic

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Programmatic

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Site Tagged Data Collected

Audiences & Lists

Automatically Created

Ads PlacedData Analysis

& Optimization

Programmatic

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Programmatic

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Market Expansion

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Market Expansion

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Market Expansion

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Market Expansion

● We Spend 5+ Hours Per Day Online.

● Visit 10+ More Sources Before Converting.

● Advertising Mix Must Reflect This Dynamic.

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Yahoo Stream Ads: Ad Samples

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Yahoo Stream Ads: Ad Samples

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Yahoo Stream Ads: Benefits

● Unobtrusive: Native Ads Have Same Look & Feel as Page Content.

● High Engagement Rate.

● Highly Shareable Content.

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Yahoo Stream Ads: How to Set Up

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Market Expansion: Yelp!

● Local/Regional/National Advertising.

● Ads Appear on Top of Results Pages & Competitor Pages.

● Build Engagement & Drive Conversions.

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Market Expansion: Yelp!

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Market Expansion: Yelp!

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Yelp! Ads: How to Set Up

● Upload sheet with location names, phone numbers, & destination URL’s for action links on business page.

● CTA’s for any action links on your Yelp! business page.

● Bids: Based off suggestions Yelp! provides.

● Yelp! assigns business to category.

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Scale With Better Quality Score

“What gives you a longer term and even unfair advantage is having higher Quality Scores [...]. In that case you’ll be paying less for the same click while getting more in return.”

-Wijnand Meijer, iProspect

Better Quality Score Leads to:• More entries into the ad auctions• More impressions above the search results• More impressions of ad extensions• Eligibility to show ads with dynamic keyword insertion• Lower prices for the same positions

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July 2015 Quality Score Update

“The most significant part of the change is that keywords without traffic will now, by default, receive a score of 6, and Average for the three components of Quality Score. Once keywords gather enough impressions, scores will update about a day or so later.”

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QS 6 Is The New Normal

After the change, many keywords went back to QS 6

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The Correlation between QS and FPB

In our analysis, 75% of keywords with a change in QS had no change to the First Page Bid Estimate on the same day.

If you use a Google Bid Strategy that depends on ‘first page bid’ or ‘top of page bid’ estimates, be careful!

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The Quality Score You See Is Not Linear

• Going from QS 4 to 8 does NOT mean your ad rank doubles

• Hence much of the published data on monetary impact is incorrect…

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Decrease in CPC for 1 Point QS Gain

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Increase in CPC for 1 Point QS Drop

30

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How Long Before Google Has Enough Data?

In our analysis we see that after 100 impressions, there are fewer QS changes away from the starting QS of 6.

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The Bottom Line on Quality Score

• Quality Score helps you understand how relevant Google thinks your ads are.

• Use this knowledge to prioritize optimization efforts.

• Always try to achieve at least a QS 6 before resorting to bid management.

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Scale With Audience Targeting

Scale your results by doing more with the existing audience.

Segment your audience and promote your product with the right message.

• Remarketing• RLSA• Dynamic Remarketing• NEW: Customer Match

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Customer Match

Use CRM data to target or bid your AdWords campaigns

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Segment Your CRM Data

Interesting Segments For SaaS• Engaged users• Users slipping away

Interesting Segments For Retail• Big spenders• Shoppers who return a lot of

items

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Create a New Remarketing List

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Apply The List to Campaigns

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The Bottom Line on Audiences

• Build several audience lists, including some based on your CRM data.

• Set different bids for different audiences.

• Show different messages to different audiences.

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Customer Match For Lead Generation: Case Study #1

● Education Client: Emails collected when web forms are filled out

● Next stage of funnel is to move prospect to schedule an interview.

● Create workflow that allows prospects to schedule their interview and route to appropriate campus. Build landing page to support.

● Use customer match to target prospects that haven’t scheduled an interview.

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Customer Match For Lead Generation: Case Study #2

● Client: Combination of e-comm & lead gen.

● Customer match did not work initially.

● Solution was to implement RLSA audiences with customer match. Went from 0 conversions to incremental volume at $30 per lead.

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Customer Match For Lead Generation: Key Learning’s

● Know what the next stage of the process is.

● Use customer match to facilitate moving prospects down the funnel.

● Build a workflow to support it.

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Scale With Structured Data

Managing ads for many services and products with constantly changing prices and promotions can be extremely time consuming. Structured data helps you automate some of the management.

• Ad Params• Business Data• AdWords Scripts• Countdowns

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Ad Params

{param1:default} and {param2:default} have been around for a long time but the only way to update them is through the Ads API or an AdWords Script.

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Ad Customizers

Ad ParamsBusiness DataCountdown

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The AdWords Scripts Way

Ad ParamsBusiness DataCountdown

Source: http://www.optmyzr.com/scripts/automate-ads-from-spreadsheet/

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Countdown Timers

Automatically add a sense of urgency to your ads

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The Bottom Line on Structured Data

Determine what level of automation you need and how much you are willing to invest upfront in creating a process.

• AdWords has free and easy to use solutions like DKI, Countdowns, Ad Customizers.

• AdWords Scripts are harder to build or must be purchased but they offer more customization.

• AdWords API is the hardest to build but will work for any size account.

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Try Optmyzr

Try the best PPC Management Software free for 2 weeks. Plans start at $129 / month

www.optmyzr.com

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PPC Retainers

Need some assistance for your PPC? We offer on-going and one-time retainers.

Learn More:

http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Optmyzr Feedback: support@optmyzr.com