CASE STUDY WEBINAR
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CASE STUDY WEBINAR THE INTERPLAY OF SEARCH ADS AND SEO FOR TARGETED ONLINE LEAD GENERATION B2B LEAD GENERATION MADE EASY
Transcript of CASE STUDY WEBINAR
CASE STUDY WEBINARTHE INTERPLAY OF SEARCH ADS AND SEOFOR TARGETED ONLINE LEAD GENERATION
B2B LEAD GENERATION MADE EASY
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Before we begin. . .
WEBINAR AGENDA
• Intro/Format• Situation• Intervention• Results• Conclusion
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THE SITUATION
SURVEYS LATE 2017-2018PRE-MARKETING EARLY 2018BETA TESTING OCTOBER 2018 LAUNCHBRINGING US TO MARCH 2019…
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YOUR MISSION, SHOULD YOU CHOOSE TO…
50% CLIENTREFERRALS
30% LIST INQUIRIES
20% DIRECTTRAFFIC
75% 25% 0%GROW
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WHICH APPROACH TO TAKE?
SITE 6 MOS OLD100 PAGESORGANIC TRAFFIC STARTING
BUY TRAFFIC…GUESS AT SEO…OR BLEND THEM!
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SEARCH CONSOLE
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KEYWORD PHRASES
(AS MUCH AS THEY’LL SHOW US. . .)
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GOALS
CONVERSIONS1. NEW CUSTOMERS2. NEW INQUIRIES3. ACTIVITY INDICATORS
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BUILDING A CAMPAIGN
GOOGLE ADSNARROW THE PHRASESADS ON PHRASESLANDING PAGE(S)CTA/OFFER
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AD GROUPS
STARTING WITH PHRASES OUT OF SEARCH CONSOLE
ADD SUGGESTED SEARCHES
SEPARATE INTO DISTINCT ADS
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BUDGETING
WORK BACKWARDS-Value? $550 x 6mos- Great to pay under 5%- Conversion rate = 5%?- Pay per click =- For 100 clicks?
$3K?$150?1/20$ 7?$ 4ish
BUDGET APPROVAL/GOAL
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GO LIVE
INTO ADWORDS(Google Ads. . .hard to break habit)
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WEEK ONE
3/1-3/92.5K IMPRESSIONS29 CLICKS$3.43/CLICK$9912 NEGATIVE KEYWORDS
(THE PHRASE SHEET)
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WEEK ONE
½ ARE NOT RIGHT
ACTUAL USER PHRASES
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WEEK TWO
3/10-3/162.9K IMPRESSIONS34 CLICKS$3.71/CLICK$145 ($244 total)9 NEGATIVE KEYWORDS1 INQUIRY
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WEEK THREE
3/17-3/233.0K IMPRESSIONS35 CLICKS$3.62/CLICK$127 ($371 total)7 NEGATIVE KEYWORDS2 INQUIRIES
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WEEK FOUR
3/24-3/261.5K IMPRESSIONS15 CLICKS$3.67/CLICK$55 ($426 total)18 NEGATIVE KEYWORDS1 INQUIRY
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100 CLICKS
3/1-3/2610K IMPRESSIONS118 CLICKS$3.61/CLICK$42647 NEGATIVE KEYWORDS4 INQUIRIES (2 GOOD, 2 BAD)
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CONCLUSION OF TEST
CONVERSIONS1. NEW CUSTOMERS2. NEW INQUIRIES3. ACTIVITY INDICATORS
No4Yes
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CONCLUSION OF TEST
RESULTS- New Customer?- New Cust Cost?- Conversion rate = 5%?- Pay per click =- For 100 clicks?
$3K?$150?1/20$ 7?$ 4ish
NANA4%/$25$3.75$400
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NEXT ACTION
REVIEW TERMS FOR SEO- CONTENT PLAN- PHRASE TARGETING- ALTER CAMPAIGN
TURN DOWN CAMPAIGNNOW: 3/27-4/10 (2 WEEKS)6 CLICKS – 1 INQUIRY - $214 NEGATIVE KEYWORDS
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RINSE REPEAT
50% CLIENTREFERRALS
30% LIST INQUIRIES
20% DIRECTTRAFFIC
80% 20% 0%GROW
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Q&A
Q&A
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TOOLS FOR YOU
• GOAL WORKSHEET
• CAMPAIGN BUILD TEMPLATE
• KEYWORD SPREADSHEETS
• The Perfect Growth FormulaA Balanced Approach to Growing Your Business Without Stress or Strain
