CO2 Blast Cap - Paid Search

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Transcript of CO2 Blast Cap - Paid Search

Why You Need To Budget for Paid Search in 2017Rachel Betterbid, Senior Inbound Strategist, Coalmarch Productions

Good morning everyone! Some of you I know and/or work with, and some of you I havent had the pleasure to meet yet.

I am Rachel Betterbid, and I am a senior inbound strategist here at Coalmarch and I have a specialization in Pay-Per-Click advertising.

Todays Discussion: Why You Need To Budget for Paid Search in 2017Have you determined your marketing budget for the upcoming year?

Today well be discussing why you need to budget for paid search in 2017.

By a show of hands, how many of you have already determined your marketing budget for the upcoming year?

For those of you who have, how many of you have a line item in your budget for paid search? For those of you who dont, lets talk about what PPC is and why it makes sense for your business.

PPC stands for pay-per-click, a model of online marketing in which advertisers pay a fee every time one of their ads are clicked. What is PPC Advertising?

First things first, what exactly is PPC advertising?

PPC stands for pay-per-click, a model of online marketing in which advertisers pay a fee every time one of their ads are clicked.

You pay search engines to display your business's ads at the very top of the ad section of the listings page.How Does PPC Work?

Basically, you pay search engines to display your business's ads at the top of the ad section of the listings page.

Your ads are triggered based on a users search - so you choose exactly which keywords you want your ads to show up for.

For the pest control industry, youd want to bid on relevant keywords such as pest control and exterminator, whereas for lawn care youd want to bid on keywords such as lawn care, weed control, etc.

1. You can capitalize on user intent by advertising to those already searching for the services you provide. Why PPC Makes Sense For Your Business

So now that we know what PPC is, lets talk about why PPC makes sense for your business.

One of the biggest benefits of PPC is that you can capitalize on user intent by advertising to those already searching for the services you provide.

After all, its going to be a lot easier to sell to someone who already knows they need your solution, isnt it?

Lets say Im a homeowner and I discover an infestation of ants in my kitchen. As a millennial, I immediately open my smartphone and search for an ant exterminator in my area. Your business shows up with an ad about ant treatment, telling me I can call right now for same-day service. I explore your website which seems legitimate, so I give you a call for more information.

Boom! Im now a lead for your business. That was easy, right?

2. You can meet people at their exact point of need, with the right message in the right context. Why PPC Makes Sense For Your Business

This scenario goes hand in hand with my next point: with PPC, you can meet people at their exact point of need, with the right message in the right context.

For a needs-based industry like pest control, meeting people at their exact point of need is crucial in capturing a sale. Youll know they are a qualified lead because like I said before, theyre already searching for the services you provide with intention.

3. There is a lot of flexibility with spend and you can maximize your budget by seasonality. Why PPC Makes Sense For Your Business

One of the most awesome things about PPC that I like to highlight is that there is a lot of flexibility with spend and you can maximize your budget by seasonality.

So, you can spend as low or as high as demand allows. This is great for industries with a sense of seasonality - because you can spend more in your busy season and then scale back your budget in the off-season. You can also make changes to your budget in real-time which is convenient in case you need to adjust it at any time.

4. You can use data to assess performance and make executive decisions. Why PPC Makes Sense For Your Business

One aspect of PPC that I personally love is that there is so much data that is readilly accessible to you, which you can use to assess performance and make executive decisions.

So, you can track success (or lack thereof) down to a keyword, location in which the user is searching, device theyre using, or even the time-of-day in which they see your ad.

This data will help to inform your overall strategy and will help guide you to put your money where youll get the most bang for your buck and the most profit for your business.

5. Regardless of whether a click becomes a lead, you help increase brand awareness - for free.Why PPC Makes Sense For Your Business

Another great benefit of PPC is that regardless of whether a click becomes a lead, you help increase your businesss brand awareness - for free.

Because you only pay for clicks and not impressions, you do not pay for people to see your ad. This is especially important to note for smaller, locally-owned companies who have to compete with the big brands for business.

Free exposure = more awareness of your business and its solutions.

6. You can generate cost effective leads and, essentially, purchase new customers.Why PPC Makes Sense For Your Business

Now lets be real, this is the one youll probably care the most about. With PPC, you can generate qualified, cost effective leads and, essentially, purchase new customers.

If your main business goal is growth in revenue, PPC can definitely help you grow your customer base.

7. The landscape of search engines has evolved throughout the years, and paid ads are the very first thing that a user sees. Why PPC Makes Sense For Your Business

Last but not least, another important thing to consider when talking about PPC is the landscape of Google search and how that has evolved throughout the years.

Right now, in 2016, paid ads are the very first thing that a user sees on both Google and Bing.

Lets journey back in time and see how the landscape of search has evolved throughout the years, and how that affects your business.

Google - Way, Way Back

There was a time - light years ago - when Googles search engine results were majority organic, with only 1-2 sponsored links in the sidebar at a time.

This means businesses couldnt pay to be at the top, and instead, the results were based solely on relevancy and how legitimate Google perceived your website to be.

This is when ranking on the first page of Google was everything.

Google - About Two Years Ago

Flash forward ten years, and this is Google about 2 years ago.

As you can see, there are ads on the top, on the side, and on the bottom--as well as shopping ads depending what you searched.

This is when paid search really blew up, and as you can tell, you cannot escape the ads!

Google - Present Day

In 2016, users are looking for immediate gratification, and are making decisions faster than ever

Now, we look at present day Google on a desktop.

With the growing use of technology and smartphones, users are becoming impatient - theyre looking for immediate gratification, and theyre making decisions faster than ever.

That means in order for your business to capture as many leads as possible, you simply need to have visibility in the paid search section.

Google - Present DayMore than 60% of searches are performed on mobile devices rather than desktop or tablet.

Heres what Google looks like on a mobile phone.

Another important thing to consider is that more than 60% of searches are performed on mobile devices, so you want to make sure your business is as visible as possible on a mobile device.

With both mobile and desktop, you have to scroll at least twice to reach the organic listings, which brings me to my next point.

Even if your keyword rankings are strong, you still have to compete with so many other listings for visibility, especially on mobile.Great Keyword Rankings Arent Enough

Even if your keyword rankings are strong and your website ranks in the top 3, you still have to compete with so many other listings for visibility, especially on a mobile phone.

In order to capture as much search traffic as possible in your area, paid search should be a necessity for your business in 2016.

Now that we know the benefits of PPC and why it makes sense for your service-based company, lets talk about performance.Lets Talk About Performance

Now that we know the benefits of PPC and why it makes sense for your business, lets look at the numbers and talk performance.

In 2016, Coalmarch managed over $1,000,000 in ad spend. We saw the following averages:Cost per click of $8 Conversion rate of 13%Cost per lead of $65Paid Search Averages

In 2016, Coalmarch managed over 1 million in ad spend. We saw the following averages across both the pest control & lawn care industry:

We saw an average cost per click of about $8 An average cost per lead of $65An average conversion rate of 13%.

For those of you who dont know, a conversion rate is simply the percentage of people who visited your website and contacted you aka became a lead for your business.

On average, our clients are purchasing new customers at around $130.Paid Search Averages

So, with a sales closing rate of 50%, our clients on average are purchasing new customers at around $130.

We do recommend to all of our clients that paid search be a major component of their marketing strategy and spend. But at the end of the day, its up to you to figure out if these numbers makes sense for your bus