Lead Generation using Pay-Per-Click and Search Marketing with Google Adwords

NuSpark Marketing

www.nusparkmarketing.com, @nusparkmktg

A Strategic Guide to Lead Generation using Pay-Per-Click Search Engine Marketing with

Google Adwords

http://www.nusparkmarketing.com/

Paul Mosenson, President, NuSpark Marketing Lead Generation Services

© 2010 Mike Moran

Introduction

What This eBook Is:

A review of key elements of PPC campaign structure and

strategies for optimization, including landing pages and

conversion tactics

How PPC campaigns contribute to qualified leads via the

buying funnel

What This eBook Is Not:

A beginner’s “how-to” book.

An ecommerce guide to PPC (focus is lead generation)

A primer on the Display network. This ebook covers search

engine marketing with Adwords only


© 2010 Mike Moran

About NuSpark Marketing

Founded in 2010; Team members average 25 years of experience

Philadelphia based; virtual team of experts

Provides the process, consultation, strategy, tactics for firms that need better lead generation, lead nurturing, and funnel optimization.

Founder Paul Mosenson is a long-term Media Director and has been managing digital campaigns for 15 years successfully


© 2010 Mike Moran

Our Approach: The Three Pillars of Search Marketing


© 2010 Mike Moran

ON WITH THE SHOW


© 2010 Mike Moran

B2B Buyers Use Google to Research Solutions

Enquiro

B2B

research


© 2010 Mike Moran

Are You There?

In Front of Your Prospects?

When They Research a Business Need?

To Offer Them a Solution?


© 2010 Mike Moran

Let’s Get Started!


© 2010 Mike Moran

How Search Engines Work

Your site will be indexed

if you have:

Links, internal and

external

Content, readable

keyword-laden

messages

Architecture, properly

build website


© 2010 Mike Moran

Google/Tech Target Research on B2B buyers search engine activity

PPC is a vital way to attract clicks and generate leads


© 2010 Mike Moran

SEO vs. PPC

SEO

More Time and Effort

Long Lasting

Can be Less

Expensive over Long

Haul

Organic Results More

Trustworthy

PPC

Immediate Traffic

Promotional Copy

An Advertising

Expense

Generates Leads via

Microsites/Landing

Pages


© 2010 Mike Moran

Lead Generation Approach

SEO

Prospects will engage

with your website, read

your story, and need to

be convinced of your

solutions before giving

you their email address

or calling you for

contact.

Destination: Website

PPC

Prospects will be

attracted by your offer

for free content or

information, and

engage with that

content by offering their

email address in

exchange.

Destination:

Microsite/Landing Page

For long-term growth; both strategies are crucial


© 2010 Mike Moran

PPC is a Valid Option when the Following Occurs

When you need results quickly

When you’re in a heavy competitive environment

When your website is not optimized for search engines (Need

SEO)

When you want to test keywords, messages, and calls-to-

action

When you wish to complement SEO efforts by increasing

visibility if your site is not optimized for certain keywords

When you need to grow sales, revenue, and market share


© 2010 Mike Moran

THE SEARCH PROCESS


© 2010 Mike Moran

Internet Research Complements the Buying Funnel

Search

strategy

needs to

encompass

each phase

of the funnel


© 2010 Mike Moran

“I have a business problem; let’s find an answer”

How buyers search

Type the question

• Are there ways to

improve…

Type the answer

• Software firms that…

Type the symptom

• Ways to increase ROI

Type the product

• Business analysis

software

Type the brand

• XXXX software


© 2010 Mike Moran

The Buying Funnel: First Step- Issues and Pain

Sample Query Action

Words

Optimize

Troubleshoot

Improve

Upgrade

Resolve

Fix

Need


© 2010 Mike Moran

Example

Free Report

Lead Captured!


© 2010 Mike Moran

The Buying Funnel: Second Step- Solutions

Sample Query Action

Words

Services

Firms

Companies

Software

Tools

Vendors

Platforms


© 2010 Mike Moran

Example

Free Trial Lead Captured!


© 2010 Mike Moran

The Buying Funnel: Third Step- Comparisons

Sample Query Action

Words

Versus

Reviews

Comparisons

Case Studies

Experiences

Pros and Cons

**Social Media Big Here


© 2010 Mike Moran

Example

Another PPC ad from

SASTesting Content! Lead

Captured!


© 2010 Mike Moran

The Buying Funnel: Final Step- Brand Search

Well, even IBM not perfect- right organic

page- wrong PPC ad. (More on this later

regarding negative keywords!)


© 2010 Mike Moran

Example

IBM’s Landing

Page a little

busy and

confusing, but

found a white

paper for lead

capture!


© 2010 Mike Moran

Once the Prospects Enter your Funnel..Convert, Qualify, Nurture, and Close!


© 2010 Mike Moran

BUDGET AND ROI


© 2010 Mike Moran

Set Goals: What Are Your Expected Outcomes

Generate increased traffic into the top of the funnel

Convert more prospects into leads; quality leads

Increase market share; divert leads from

competitors

Improve our current PPC return-on-investment

Optimize our inbound marketing efforts;

complement SEO and social media marketing


© 2010 Mike Moran

A Summary of Metrics for Lead Generation PPC

The Priority KPIs

Return on Investment (ROI). The ultimate goal; is the campaign giving you

positive return. This is where using dashboards like marketing automation and

Salesforce apps come in handy to match revenue from complex sales with PPC

metrics.

Conversion Rate. The number of conversions divided by the number of clicks.

The metric acts as a barometer of relevancy; content/offer-landing page-call-to-

action, ad relevancy, and keyword relevancy are all integral to optimizing this

metric.

Cost-Per-Conversion (or Lead) and Cost-Per Acquisition (Sale) The PPC ad cost

divided by the number of lead conversions or sales. In the middle is CPO, or

cost-per-opportunity. The Cost-per-Conversion metric is a measure of efficiency,

and is driven by strategic bidding and quality score management, as well as

proper conversion architecture. CPA and CPO are driven by nurturing and the

sales conversion process throughout the funnel.


© 2010 Mike Moran

Projected ROI: Lead Generation Sites

Not as easy to measure; complex sales take a while between

form submission or sign-up conversion and sales resolution

Options:

Track “conversion rate” and “cost-per-conversion” for every day

optimization from the Adwords interface,

Use Google’s integration with Salesforce or marketing automation

platforms that include search marketing modules to measure click-to-

opportunity-to-sale activity via integration with CRMs.

Create custom dashboards (similar to the basic ones shown in this

ebook) to manage pipeline activity from click to sales


© 2010 Mike Moran

Salesforce for Adwords

Salesforce for Google AdWords makes it possible for

companies to manage and measure search engine marketing

campaigns directly from within Salesforce.


© 2010 Mike Moran

The lead source from Google Adwords on Salesforce


© 2010 Mike Moran

View the Details (Keyword, Ad, URL) of the Lead


© 2010 Mike Moran

Follow the Lead’s Funnel Activity to Close


© 2010 Mike Moran

Analyze and Measure Pipeline Results


© 2010 Mike Moran

An Example of an Interface from a Marketing Automation Platform that Tracks ROI from AdWords


© 2010 Mike Moran

Follow the Funnel with PPC; An Example Based on Existing Pipeline Conversion Rates

Spend $5,000 on PPC, CPC is $2.00, 2,500 clicks gathered

25% conversion rate from landing page; 625 content downloads

Lead nurturing occurs, sales calls occur, qualification process

occurs, eventually 5% of the leads who downloaded the initial

content become sales opportunities, or 32

10% opportunity-to-close conversion, or 3 sales

Average net profit per sale is $5,000, or $15,000

ROI: 200%


© 2010 Mike Moran

Next Example:Now Work Backwards and Determine Budget

Conversion Rate and Metric Scenarios

Sale to Opportunity closing rate: 20%

Opportunity to Sales Accepted Lead: 50%

Sales Accepted Lead to Marketing Qualified Lead: 50%

Marketing Qualified Lead to Inquiries: 20%

Inquiries to Clicks: 5%

Average Sale Value: $10,000

Estimated Cost-Per-Click: $2.00

Estimated Click-Through Rate: 2%

So if I Want 5 sales from PPC, What Can I Expect from PPC?


© 2010 Mike Moran

Let’s Calculate Based on Scenarios on Previous Slide

5 Sales

25 Opportunities

50 SALs

100 MQLs

500 Inquiries (downloads, trials, registrations)

10,000 Clicks

500,000 Impressions

$20,000 Spend

__________________

$50,000 in Sales

150% ROI


© 2010 Mike Moran

Other Costs to Consider

The costs to nurture leads into sales via the funnel

should ideally be included. The problem is, these

costs are spread across all lead generation

activities, like social media, SEO, advertising,

email, trade shows, etc, as they all go through the

nurturing process.

The cost of sales people to follow-up and engage

with prospects from PPC is another factor for true

ROI calculations


© 2010 Mike Moran

Another Scenario:Looks What Happens to ROI When We…

Decrease the

CPC (Cost-

Per-Click)

Then

Increase the

CTR (Click-

Through

Rate)

Then

Increase the

Conversion

Rate

NEAT!


© 2010 Mike Moran

If You’re Not a Complex Sale….

Can still track

campaign ROI by

product, as long as

you know average

sale conversion

rate, average value

per sale, and

margin.


© 2010 Mike Moran

At the End of the Day

Getting You Profitable Clicks is the Goal; clicks that

turn into quality leads then turn into viable sales

opportunities. By understanding and tweaking the

variables in this ebook, your sales, and return on

investment will increase. Profit is the bottom-line.


© 2010 Mike Moran

OPTIMIZE GOOGLE ADWORDSNow Let’s


© 2010 Mike Moran

Contents

Settings Strategy

Quality Score Strategy

Keyword Strategy

Bidding Strategy

Ad Text Strategy

Landing Page and Conversion Strategy

Measurement Strategy

A Hodgepodge of Optimization Tactics


© 2010 Mike Moran

SETTINGS STRATEGY


© 2010 Mike Moran

Location Targeting

Study your sales regions. Any underperforming or over performing? Consider

a separate campaign for a target sales region that needs emphasis.

Strategically give each region a unique budget based on sales goals and

expected revenue.

Start with a benchmark percent of revenue for budgeting, and adjust

accordingly based on sales region activity


© 2010 Mike Moran

Advanced Location TargetingSample Settings:

Geographic target: New York City

Excluded geography: New Jersey

• Do you mind reaching audiences in another

state that use the term “New York” in their

query? If so, do nothing, if not, just target

Physical Location

• If you only want your ads to show if the search

query includes a location in your geography,

target using search intent

• If you don’t want your ads to show at all in your

excluded geography, do nothing (default)

• If you don’t want your ads to show in your

excluded geography, or if a user searches for a

location term in your geography, choose

exclude search intent

Physical Location: Target those in your

defined geography

Search Intent: Target those

ANYWHERE who combine search

query with a location term within your

defined geography


© 2010 Mike Moran

Ad Scheduling

Another reason to have unique campaigns by sales region is to optimize time zones,

especially targeting 8a-6p M-F. Google doesn’t recognize time zones, so running ads

starting at 8a ET means the ads run 5a PT.

Additionally, if the work day is of most importance, Google allows you to increase bids by

time period, or by day of week. Be careful to reduce bid percentages as well during non-key

days/times so that the total budget balances out.


© 2010 Mike Moran

Ad Delivery

For lead generation activity, two strategies are

recommended:

a. Optimize for conversions: Better performing ads will

appear more frequently

b. Rotate ads evenly; Ideal for ad copy testing, then after

analysis, do option a.


© 2010 Mike Moran

Device Targeting Tablets and Smartphones

continue to grow in

penetration. If for any

reason your research

says your audience

doesn’t use these

devices, or your landing

pages aren’t optimized

for mobile, tablets, or

certain operating

systems, then you may

deselect these options.


© 2010 Mike Moran

Bidding Options

If Adwords automatically sets bids,

there is no manual bidding for your

keywords. Use automatic budget

optimizing for a campaign where

specific bidding is not crucial to your

ROI and you just prefer exposure.

Enhanced CPC. If you’re tracking

conversions, Google will

automatically adjust bids to optimize

conversion rate. Bid can increase up

to 30%

Conversion Optimizer. If you have

enough conversion history, Google

will optimize CPC based on cost-

per-action bids. There’s no ceiling

on bid increases, because reaching

your target CPA is the goal.


© 2010 Mike Moran

More on Conversion Optimizer (Cost Per Action) Adwords recommends a maximum CPA

bid, but you can customize it as well

Target CPA is the average you want to

pay for a conversion, rather than a max.

Suggestions

Test CPA bidding in a separate

campaign; split your budget, and

analyze results comparing CPA

vs CPC tactics with regard to

conversions

Test within ad groups, and adjust

accordingly. Keep the test

simple; don’t make other

campaign changes.

Best used for high traffic/high

conversion advertisers.


© 2010 Mike Moran

Enhanced CPC vs. Conversion Optimizer

Enhanced CPC

Google automatically

increases/decreases CPC based

on chances of conversion

Google looks at history,

geography, browser settings, time

of day, to predict bid

Bids never exceed 30%

You still manage max CPC bids

Objective: receive more

conversions and reduce cost-per-

conversion

Conversion Optimizer

CPA bidding

Google adjusts CPC based on

historical data; CPC bids adjusted

automatically to reach CPA goals

So CPC bids are adjusted

automatically

Predicted conversion calculated

first, then ad rank determined by

combining CPA bid, quality score,

and the predicted conversion rate

Objective: Improve conversions

and increase ROI

Recommend testing each and evaluate results


© 2010 Mike Moran

Ad Extensions

These are extra

clickable options

that can coincide

with your text ads

They usually

appear with ads in

top 1/2 positions

of search results

with good quality

scores


© 2010 Mike Moran

Sitelink Strategy

Sitelinks scans your website

and gives you options to add

as a site link.

You can also create new

extensions if the links are on

microsites or not shown

A click on a link will still

charge your account

As shown in example, link to

pages that offer lead gen

opportunity or validation links

like case studies or

testimonials


© 2010 Mike Moran

Call Link Strategy

Show a business number

on ads that appear on

mobile phones; click-to-

call feature

Put a Google 800 number

in your ad, that forwards to

a business number. Ideal

if your call-to-action is a

phone number. Text ad

should reflect action- “call

for directions” or “call

sales now” Google calls

this Call Metrics and can

be analyzed along with

click data.

This ad has call metrics and site links!


© 2010 Mike Moran

Social Extensions with Google+ Page

If you have a Google+

business page, you can link

it to Adwords.

All the +1s you get from

websites, ads, and search

results will now be tallied

and shown within the text

ads

When users +1 your digital

properties and listings, your

click rates will likely

increase


© 2010 Mike Moran

QUALITY SCORE STRATEGY


© 2010 Mike Moran

What Is Quality Score

Quality Score is a dynamic variable assigned to each

keyword. By analyzing a variety of factors, the score

measures how relevant your keyword is to your ad group, ad

text and to a user’s query.

Google’s mission is to ensure user experience, and that

means targeting ads that closely responds to the user’s

query, offering high click through rates, and clicking to high

quality landing pages that support the ad and query.

Quality Score is ranked 1-10. Ranks over 7 are considered

excellent. Scores under 4 are considered poor.


© 2010 Mike Moran

Quality Score Factors

Historical CTR of keyword

Historical account performance

Keyword relevance to ad text

Keyword and ad relevance to the search query

Relevance of ad text

Landing page quality


© 2010 Mike Moran

Why Pay Attention to Quality Score

The ad rank formula: CPC bid x Quality Score

Low quality score will preclude ads from appearing in a

keyword auction

The lower the quality score, the higher your CPC bid will

need to be to achieve a good ad rank

The higher the quality score, the lower your CPC bid will

be to reach an advantageous ad rank


© 2010 Mike Moran

What This Means

If your goal is to be in the top 3 ad positions, and

your quality score is low, your bid will need to be

high to achieve the desired ad rank. Your CTR will

be high because of ad position, but the CPC will

also be high, and thus you’ll receive less overall

clicks for your budget

If your quality score is high, your bid won’t need to

be as high to achieve top 3 ad positions. CTR will

be high, and because of lower CPC, you’ll receive

more clicks for your budget


© 2010 Mike Moran

Improved Quality Score Impact on ROI

Scenario

CTR increases because

ads are more relevant

and ad rank is better

CPC is lower because we

performed tactics to

increase quality score

Now look at the ROI

increase


© 2010 Mike Moran

Strategies to Improve Quality Score

Keyword

Increase impressions to build history,

so that quality score becomes more

accurate

Boost CTR- add negative keywords,

update match options to phrase and

exact, match keywords to specific ads,

make phrases two words or less to

over 3 (long-tail), pause irrelevant

terms

Ad Groups

Restructure so ad groups are tightly

themed

Ensure ad groups, ads, and keywords

are very aligned and relevant to a

user’s query

Ads

Ensure keywords are referenced in ad

headlines and ad text

Consider DKI- Dynamic keyword

insertion, which puts user queries

within ad headlines or within ads. Need

to be careful overdoing this.

Landing Pages

Good content with keywords that solve

user’s query needs

Look/feel and usability that increase

user experience

No pop-ups; optimize loading speed


© 2010 Mike Moran

KEYWORD STRATEGY


© 2010 Mike Moran

Set the Stage

Think about keywords

within the buying

funnel (shown earlier)

Don’t start with what

you do; start with what

your prospects need

Consider competitive

research; gather

intelligence


© 2010 Mike Moran

Buying Funnel

Advertising, Display, Social

Media, Internal Needs Create

Demand

Search terms, as presented

earlier, should target

audiences throughout their

purchase lifecycle

The consideration or shopping

phase is the most critical to

present your case as a solution

provider


© 2010 Mike Moran

Think Like Your Customers

Review your buyer

personas

What are their needs

and pain points?

What are their solution

options?

What content do they

need to make

decisions?


© 2010 Mike Moran

Long-Tail

3 more terms in your

keyword phrase

Less Competitive

Specific terms easier to

match with relevant ads

and ad groups

Less Traffic

Short Query

One or two-word phrases

High traffic; but less

relevant; quality score

effect (low CTR)

Need ample supply of

negative keywords

Harder to write ads

The Long-Tail vs. The Short Query

Unless competitive issues call for it, long-tail keywords are always

favored for PPC campaign success


© 2010 Mike Moran

Those Match Types

Broad Match

Build awareness and

generate immediate clicks

Learn what people are

searching for, then optimize

later

Expect high impressions, low

CTR, and high bid prices

Broad includes synonyms

and tense variations

Bid less as a start vs. other

match types

Phrase Match

More exact matches

Can still learn keyword

variations

Exact Match

Your keyword matches query

exactly with no other words

in query

Less traffic; but most

targeted; expect higher CTR


© 2010 Mike Moran

What It Is

Stops Google from

changing broad match

keywords to synonyms or

related terms

Add a “+” to the broad

match term to keep that

word in the query

Examples Keyword: +accounting software

Ad will show for user query:

Need accounting software programs

Accounting tools for dental offices

Ad won’t show for user query:

Financial software reviews

Keyword: accounting software


Financial software programs

Accounting programs for dental offices

Keyword: +accounting +software


Need accounting software programs

Ad won’t show for user query:

Financial programs for dental offices

Modified Broad Match


© 2010 Mike Moran

Long-Tail Research Tools

We use tools such as these to populate

our long-tail keywords, and output the

list in any order, as well as match

options.

Note the words in column 3 that cover

the buying funnel stages as well as user

intent


© 2010 Mike Moran

Just a Reminder

Your ad groups must be aligned with the keyword

groups by category. For the example we just did,

these would be ad groups:

Financial software solutions/tools

Financial software firms/companies

Accounting software solutions/firms

Accounting software discount/cheap

Alert: Many consultants have their own methods of ad group

structure; just remember; the more relevant, the better quality score

and CTR, and thus more efficient conversions


© 2010 Mike Moran

What It Is

Negative keywords stop ads

from showing when certain

keywords are in user queries

Eliminates unwanted traffic,

which in turn increases

relevancy, CTR, and quality

score

Conversion rates will increase

as well, and cost per conversion

will decrease

Examples

Keyword query: Certified

Salesforce Consultants

Negative keywords in account:

software, jobs, careers, trainers,

Sugar, Microsoft, platforms,

cheap, discount, comparisons

Ads won’t show if the

above terms are in user

query

Negative Keywords: Include in your Campaigns or Ad Groups


© 2010 Mike Moran

Example of a Negative Keyword Needed

Widener University

may have a fine

accounting program,

but they need the term

software as a

negative…thus their

campaign not

optimized


© 2010 Mike Moran

Keyword Problems?

Hover over the

“bubble” in the status

column on your

keyword tab to check,

then use the Google

keyword diagnostic tool

to run more tests.


© 2010 Mike Moran

Research Competitor Keywords with Paid Tools


© 2010 Mike Moran

Of Course, Google’s Own Keyword Tool for Keyword Research and Competitive Activity


© 2010 Mike Moran

TEXT AD STRATEGY


© 2010 Mike Moran

General Principles for Lead Generation PPC ads

Headline: Attract attention and relevant to query

Description Lines: Differentiating feature, key

benefit, call-to-action offer

Display URL: Identify your company

Destination URL: Actual landing page, tagged for

analytics tracking

Continue to test multiple ads and tweak

accordingly for optimal CTR, Conversion Rate, and

Cost-Per-Conversion


© 2010 Mike Moran

First Step

Make Lists on Your Solutions

Search for Competitors; What are they saying? What

content or offer are they promoting? Make a list

What are your key selling points? Why would prospects

buy from you? What makes you unique? Make a list

Review content assets. What are prospects interested

in? (Buyer persona research!). What can you give away

for free in return for an email address? Make a list


© 2010 Mike Moran

Match Ads to Ad Groups within the Funnel

Issues

Ad Groups

Ads

Solutions

Ad Groups

Ads

Comparison

Ad Groups

Ads

Brand/Product

Ad Groups

Ads


© 2010 Mike Moran

Ads in Action: “Accounting Software”

Issues

Accounting Software

Understand New Tax

Rules

Free White Paper; Get

Now

Solutions

Accounting Software

Fast & Easy to Deploy

Affordable Too; Free Trial

Comparison

Accounting Software

24/7 Support; Painless Set-

up

Money Back Guarantee; View Demo

Brand/Product

Paul’s Software

AccountingSoftware- fit every need

Learn More; Free

Consultation

Headline

1st Line

2nd line


© 2010 Mike Moran

Destination URLs

So we can Track

Ad Groups

Campaigns

Keywords

Ads

In Google Analytics

Make Sure Auto-Tagging is

Checked Under My Account-

Preferences so…


© 2010 Mike Moran

Google’s URL Builder

Use the URL builder

to track other search

engines, digital media,

or social media visits

with Google Analytics.

Just follow

instructions and

copy/paste URL to

destination link in ad.


© 2010 Mike Moran

Ad Preview with The Preview Tool

See what your ad looks like anywhere you

want, and on a device of choice,

or diagnose any problems


© 2010 Mike Moran

BIDDING STRATEGY


© 2010 Mike Moran

Bidding Considerations for Lead Generation

Bids can be adjusted on a keyword level or ad group level; both can work. Bidding on

keywords takes more time but can be more profitable in the long run.

Two of your key metrics are conversion rates and cost-per-conversion. Bidding

management should be to optimize those metrics. Utilize the Google Conversion

Optimizer to maximize conversions (explained earlier)

Quality Score optimization. As presented previously, the higher your score, the more

effective your campaign will be. For optimal ad rank, you’ll be able to bid lower when a

keyword has a high score

Consider match options with bids. Broad matches are more competitive and will cost

more; plus quality score will be adversely affected. Watch closely this scenario

Competition and ad rank. How important is it to be in the top 3? Granted those positions

get the highest CTR and help quality score, but will those efforts be profitable vs. side

and bottom of page ad positions? Best to test tactics and bid accordingly.

Test the multitude of bidding options as described earlier in Settings and in upcoming

slides.


© 2010 Mike Moran

Determining Maximum Bid

Maximum CPC is the highest you’re willing to pay for a click;

your actual CPCs will be lower most of the time. Ad position

is based on the combination of maximum bid and quality

score. Two recommendations to determine the initial bid:

1. Start small; perhaps even $1.00, then start adjusting up

and down on an ongoing basis. Consider competition, CTR,

conversion rates.

2. Utilize a business formula (see next slide)


© 2010 Mike Moran

Maximum CPC Formula: Lead Generation Determine spend for each conversion; use desired profit margin to start. Example: $2,000 per conversion

Estimate monthly ad impressions based on history or keywords: Example: 50,000 impressions

Estimate click through rate based on history: Example: 2% CTR

Use pipeline conversion metrics in order to determine a sale-to click conversion rate. Follow below with

examples:

Visitor to inquiry: 10%

Inquiry to MQL: 20%

MQL to SAL: 75%

SAL to SQL: 50%

SQL to Close: 20%

Multiply 50,000 by 2% (1,000), then the product by the pipeline conversions (.10 * .20 * .75 * .50 * .20). Result: 2

sales

Divide sales (2) by clicks (1,000). .2% is the actual sales to click conversion rate.

Multiply cost per conversion goal ($2,000) by conversion rate (.2%), $4.00 is you maximum cost per click bid.

If Your not getting enough volume because your Max CPC is low, increase your Max CPC or work

on quality score improvement. Keep an eye on conversion rates and adjust accordingly.


© 2010 Mike Moran

How Bidding, Ad Rank, and Quality Score Work Together

Ad Rank Formula: Quality Score x Max CPC

Actual CPC Formula: Ad Rank of advertiser below you * quality score + $.01

On the top we have the

ad positioning of 4

advertisers.

Then, Advertiser 3

increased the Max bid

to improve ad ranking

Advertiser 4 improved

quality score

Compare the ad

positioning now, and

the actual CPC

In both scenarios, there are advertisers bidding and

paying less for higher positions, because of the

quality score. Bottom-line, you just have to balance

bids and quality score in an effort to optimize your

conversion rates and cost-per-conversions.


© 2010 Mike Moran

Bidding Tools from Google

Google comes with a number of tools to help with

the bidding process, besides the ones mentioned

earlier.


© 2010 Mike Moran

Traffic Estimator

By entering search terms, Your Max CPC bid, and a daily budget, we get a sense of

monthly impressions, clicks, and an estimated CPC and ad position, plus costs and

competitive level. For the above, you may wish to increase the Max CPC for

“accounting software” to increase ad position. This is just a guide and always

subject to change.


© 2010 Mike Moran

Bid Simulator; Simulate Bidding Scenarios

View Ad Group simulations when adjusting

Max CPC. Compare total impressions vs.

Top (position 1-3) impressions. Apply bid to

all keywords or the default bid

Test Bid Simulator at the keyword level

and affects of bid increases or

decreases

Caution: These numbers are NOT absolute and change daily depending

on quality score, competition, and other factors. It’s best to use this

for ecommerce sites. Search for bid simulator on Google and you’ll

see a bunch of reviews, good and bad, on this tool. An increased bit

doesn’t necessarily mean increased profit or decrease cost-per-

lead/cost-per sale because of all of the factors involved.


© 2010 Mike Moran

First Page and Top of Page Bid Estimates

These estimates for 1st

page bid and top page

bid (Above organic

results) are based on

quality score and level

of competition, and

thus can dynamically

change. These

columns can be

selected on the

keyword tab


© 2010 Mike Moran

Other Bidding Tips

Adjust bids on the Ad Scheduling section of

Settings; adjust bids by day of week or time of day

if, for example, you want to increase bids by a

percentage during 9a-5p work day.

If you focus on clicks; use manual or automatic

CPC bidding. If you focus on conversions, use

enhanced CPC or the conversion optimizer.

Don’t bid for #1 position; lower positions can be

more affordable and may be more profitable. Test.


© 2010 Mike Moran

LANDING PAGES & CONVERSIONS

Let’s convert


© 2010 Mike Moran

Principles of Landing Page Conversion Optimization: Single Page or Microsite Destination (Preferred)

Content of landing page must align with the PPC message

and searcher intent

Message must focus on the value of the content or demo you

are offering

Professional Look and Feel; Establishes Credibility

Bullet-point, easy-to-read copy that explains the benefits of

doing business with you

Third-party testimonials build trust in your solutions

Unique Landing Pages for each PPC campaign


© 2010 Mike Moran

Principles of Website Conversion Optimization: If You Choose to Capture Leads with Main Website

Follow landing page optimization from previous side

regarding your destination page

Build rapport with your prospect; use language in their terms

Engage audiences with your story; prove your solutions solve

their business needs

Compelling headlines- relevant keywords- and help Google

with keyword-laden title tags

Guide prospects to your call-to-action easily, and on every

page when possible; the decision to contact your firm can

occur at any moment during a site visit.


© 2010 Mike Moran

Landing Page Previews

Because you can preview landing pages before clicking now, it’s

upmost to have readable, compelling content to attract audiences

who choose to preview before making a decision to click.


© 2010 Mike Moran

Call-to-Action A properly executed CTA tells

prospects what step they need to

take to become a conversion.

Some best practices:

Match offers to audience needs

throughout the funnel. Early

stage actions lean towards white

papers; later stage actions may

be free consultations or trials.

Don’t have prospects dig for your

CTAs. It’s fine to include a CTA

on most pages to reach those

prospects whenever they’re ready

for a conversion action. And

keep CTAs above the fold.

Make CTAs stand out; bold

graphics and colors, and

compelling action message that

aligns with the offer. Don’t

confuse prospects.


© 2010 Mike Moran

Proper Web Form Architecture

Simple fields; keep the number of fields short. Limit

required fields to the bare essentials

Gather minimal intelligence for initial lead

qualification (job title, industry, purchase influence).

(Can always gather more during nurturing process)

Forms that are completely filled out represent

buyers closer to their buying decision and should

be scored as such


© 2010 Mike Moran

Interesting

research from the

2010 Google/Tech

Target B2B CIO

report

Using Radio

Buttons make it

easy for

prospects to

select choices


© 2010 Mike Moran

The Thank You Page The key page that confirms a

conversion; track page via

Google Analytics as well as

Google conversion code

Establishes a relationship;

remind audiences of the value

they are receiving

Opportunity for additional

conversion activity (subscribe

to content; download more

content, register for a video)

Offer surveys and gather

additional intelligence

Promote social media links


© 2010 Mike Moran

Google’s Website Optimizer

Utilize the optimizer to test landing pages and optimize

conversions

Have meetings with IT or webmasters to help with the

test set-up

URL: http://www.google.com/support/websiteoptimizer


© 2010 Mike Moran

Track Conversions; Option 1, via Adwords

Create a conversion code to

embed on your thank you

page

Give it a Category

(purchase, sign-up, lead,

page view), and optionally,

a value (if you have multiple

conversion opportunities)

Generate a Code; install.


© 2010 Mike Moran

Advanced Conversion Tracking A View-Through tracks banner/display

ad views prior to PPC conversions, and

thus gives some credit to the effect of

display has on search conversions.

Enabling de-duplication allows only click

conversions to be counted. Disabling

mean conversions are counted twice- as

click conversions and view-through

conversions. And you can customize the

amount of time between the ad view and

the conversion. 30 days is default.

From Google:

Reasons to enable setting

Most of your online advertising activity is conducted through

AdWords and you rely on AdWords Conversion Tracking to

monitor CPA performance

Reasons to disable setting

You're trying to compare campaign information with other non-

Google content campaigns that might not include search click

activity and you want information about placements that are

positively correlated with search ad clicks (for example, users

see your display ad and then click on a search ad or you're

already using another kind of tracking system (e.g. an ad

server)


© 2010 Mike Moran

Conversion TypesGoogle offers two types of conversion metrics

1-per-Click

If a person performs a

conversion, he is only

tracked as a conversion once

within 30 days after a click

Example: I download a white

paper and subscribe to a

blog, I am counted as 1

conversion.

Many-per-click

If you have multiple

conversion tactics, a person

can be tracked as

conversions multiple times

Example- I download white

papers, sign up for

newsletters, purchase an

item, all within 30 days, I am

counted as 3 conversions

Conversion (1-per-click) tracks unique people performing a conversion. Many-per-click

enables you to track all of the conversion activity even if people are counted more than

once


© 2010 Mike Moran

Track Conversions, Option 2, Integrate with GA

1. Allow Data Sharing

(from Analytics

settings)

2. Set-up Conversion

Goals from Analytics

3. Import from GA from the

Adwords interface


© 2010 Mike Moran

So We Can Track and Optimize…

•Conversion Rate, and Cost-Per-Conversion

•1-per-Click vs. Many-per click

•By campaign, ad group, ads, keywords

•And I can add view-through conversion

metrics as well

It’s a good thing I can use the Conversion

Optimizer and Enhanced CPC to assist in

the process


© 2010 Mike Moran

One More Conversion Thing..

Google by default tracks conversions within 30 days of a click. The window

is based on the cookie file remaining on the prospect’s PC. Keep in mind,

conversion tracking is not perfect- consider:

Prospect deletes cookies in between click and conversion

Prospect signs up for a 30-day trial, what if he purchases after 30

days?

What if the prospect clicks on one PC, and converts from a tablet?

The story is different with Google Analytics..

Google Adwords tracks conversions based on 1st touch. That means my initial query gets

credit for a conversion, if that conversion occurs within 30 days. If I did two searches via the

funnel approach as described earlier, my conversion is still based on the first click.


© 2010 Mike Moran

Cookies with Google Analytics

Google Analytics send a number of cookies to a user’s

computer, tracking visitor sessions, unique visitors,

custom variables, and of course traffic sources and

navigation.

User session cookies can last up to 2 years, but traffic

source cookies expire in 6 months, meaning

conversion goals by visitor/traffic source can be

measured 6 months after a visit (as long as cookies

aren’t cleared)

If you’re a techie, you can actually change the default

with some coding, especially if your business has a

long life cycle- from GoogleWhereby Adwords tracks

first click, Analytics tracks

activity based on last click-

an important note to keep in

mind when analyzing data


© 2010 Mike Moran

Multi-Channel Funnels; Google Analytics Report

This Analytics reports

shows within past 30

days how all traffic

sources assist and

affect conversions.

This attribution report

attempts to give credit

to PPC, social media,

email, and other

sources before the last

click visit that became

a conversion


© 2010 Mike Moran

Dynamic Phone Number Insertion

Another way to track phone

call conversions is to utilize a

third party call tracking firm.

Simply, unique phone

numbers replace your regular

business phone number on

your website or landing page,

mapped to lead generation

tactics (Google, Social Media,

even keyword)

Benefit. If you rely on phone

calls as well as lead form

conversions, you’ll now be

able to track both conversion

methods and have a true

picture of conversion metrics

by media source.


© 2010 Mike Moran

Segment Your Results; Find Trends; Take Action

Click Type

Conversion

Type

Time of Day

Match Type

Day Of Week

Ad Position-

Top 3 vs.

Other

Device Type

Brand New: +1

Annotations!

Were you +1’d

by Google Plus

circle friends

or basic

audiences in

general?

Segments can be found

on campaign, ad group,

ad, and keyword levels


© 2010 Mike Moran

How’s My Daily Budget?

Look at what the potential affects are if your campaigns and

adgroups increase their budgets.

Note what potential clicks or impressions you’re not showing for

If your conversion

rates and cost-per-

conversions are

strong, this is an

option to test..


© 2010 Mike Moran

See Search Terms

This button on the keyword tab shows actual terms that

users clicked. It’s a nice tool to see what queries

accompanied your match types and their performance.

Add or exclude terms accordingly, and also assign bids

and URLs for those keywords you add.


© 2010 Mike Moran

Opportunities

Google analyzes your campaigns and gives ideas to improve campaign

performance. The categories for opportunities are Budget and Keyword.

Useful tool for when I’m looking for performance ideas and new

keywords.


© 2010 Mike Moran

MobileSmall text ads may also appear on mobile browsers provided the landing

pages are optimized for mobile. Click to call is also an option for phone

lead capture. Mobile performance can all be tracked with Adwords and

Analytics


© 2010 Mike Moran

Campaign Competitive Metrics Impression Share: Based on your

settings and budget, the percentage of

times your ads were shown as

compared to the total impressions your

ad was eligible to be shown.

Exact Match IS (Impression Share):

Percentage of time your ads were

shown as exact matches compared to

exact match keyword searches.

Lost IS (budget): Impressions lost due to

insufficient budget.

Lost IS (rank): Impressions lost due to

low ad rank (CPC x quality score)

Again, another measure of what

happens when quality score is

not at good levels; you have to

bid more to recapture

impressions.

In marketing circles, the term

“share of voice” or “share of

wallet” is used to define market

share. Google offers metrics

that also attempts to ascertain

this regarding paid search

share. Utilize when reviewing

budget and competitive activity.


© 2010 Mike Moran

Automated Rules Automated Rules makes account changes

automatically based on specific criteria; with

the benefits of managing optimization time

more effectively.

Automation options:

Bidding, Maximum bids, budgets

Enable or pausing depending on criteria

What variables produce the automated

activity

How often the automation should occur

What history to look at before automation

occurs

Affect keywords, ads, ad groups, or

campaigns


© 2010 Mike Moran

Automated Rule Examples

Pause or enable ads or campaigns for promotional

events or offers

Pause low-performing ads or keywords based on

selected performance metrics

Adjust bids up or down based on cost per

conversion, desired average position, first page

position, ad scheduling

Adjust campaign budgets based on conversion

goals and daily click activity.


© 2010 Mike Moran

Alerts; Get Notified if Certain Criteria Occur

You can receive email

alerts when certain

conditions you set up

occur. (i.e. failed to

reach daily budget)

Alerts can apply to

specific keywords,

multiple keywords, or

campaigns.


© 2010 Mike Moran

PPC Management Tips

Analyze best performing campaigns and look to

make them even better; add keywords, test ads,

test landing pages

Analyze low performing campaigns and follow

many of the suggestions in this ebook; review ad

groups/ads/keywords for relevancy/alignment,

pause terms, update match types, test bidding

options.


© 2010 Mike Moran

Why We Need Enterprise Management PPC Tools if Your Firm Qualifies

You have multiple business units and leadership teams

You have a very large amount of products that you promote globally,

meaning you have multiple landing page and content needs

You do business in multiple countries in multiple languages. That

means region-specific keywords, insights, and strategies

You need the technology to upload millions of keywords, with

support for the languages and currencies

You need to do comprehensive testing; multivariate and a/b tests,

comprehensive retargeting, and attribution analysis


© 2010 Mike Moran

PPC Management Platforms/Tools

Besides the basic Adwords

interface, these are some of the

other paid programs that help

manage large scale/enterprise

accounts, multiple search engines,

and cross-channel integration.

For DIY Solutions, the Adwords

Editor is a free Google tool that

easily manages bulk changes and

multiple account navigation


© 2010 Mike Moran

Google Analytics

For Landing Pages/Microsites, purely measure

conversion goals from Thank You pages

For Websites, utilize micro and macro conversions

Macro: The ultimate conversion that leads to an email

capture

Micro: Activity can leads up to a potential macro

conversion, such as time-on-site, pages-per-visit,

bounce rates, page events, pricing page views, and

other relevant metrics


© 2010 Mike Moran

Google Analytics Goals

Goals should be set up for every

conversion Thank You page,

from a submit inquiry, to a

content download or webinar (if

a form exists)

Goals should be given a value,

either a dollar figure or on a

scale (1-10) so that goals are

measured by priority.


© 2010 Mike Moran

Google Analytics Event Tracking

If your site has

downloadable or

viewable content but

not web forms, you can

still track these

downloads or views,

via Event Tracking.

Again, downloads can

have values to

measure importance.


© 2010 Mike Moran

Conversion Tracking with Google Analytics

With Google Analytics linked to the Adwords account, we’ll be

able to measure the conversion rate and per visit goal value of

the majority of the Adwords elements- campaigns, ad groups,

keywords, ads, landing pages, even match type and ad

positioning.

Remember goal values from before? The “per visit goal value”

is a favorite measure of mine, and it combines all of the values

divided by the visitor sessions. Example:

Keyword: accounting software

Visits: 20

Free Trial Thank you Page: 10 views, worth $10 each, or $100

total value

Pricing/Plans page, 5 views, worth $5 each, or $50 total.

Per Visit Goal Value for that keyword: $150/20 = $7.50

Get it?

Again, this metric can be analyzed via campaign, ad group,

landing page, and ad level


© 2010 Mike Moran

A Final Look at PPC Management in Action

Whatever dashboard we use to manage a campaign, by optimizing

specific elements; the growth in ROI is inevitable

In this example, we tweaked each ad group,

1. Early Stage: Lowered CPC, increased landing page conversion rate

2. Mid Stage: Increased click-through rate

3. Later Stage: Increased conversion rate

And by keeping pipeline conversion metrics the same for this example, ROI increases in each scenario


© 2010 Mike Moran

Ok What Else?

Bing/Yahoo PPC?

Facebook and LinkedIn PPC?

Google Display Network?

Mobile PPC?

Analytics for Profit?

IN A FUTURE EBOOK!


© 2010 Mike Moran

Our Approach to PPC Management

Plan

• Understand business challenges, review goals and KPI benchmarks, learn target markets, buyer personas, assess value proposition

Research

• Prepare comprehensive search plan, evaluate competition, perform keyword identification, content audit, offer tactics

Launch

• Write ad copy, create landing pages, review conversion architecture, set-up campaigns, integrate analytics

Optimize• Monitor activity, tweak elements, evaluate tactics

Maintain

• Report on results, present and discuss KPI performance with management team, make recommendations, optimize ROI


© 2010 Mike Moran

The NuSpark Marketing Offer

Existing campaign?

Free PPC Lead Generation assessment; reviewing all of

the tactics described in this ebook, and making strategic

recommendations*

New campaign?

Free PPC Lead Generation set-up; covers initial

planning, research, and pre-launch phases*

* Free offers require a negotiated minimal 3-month lead generation

engagement, otherwise assessments and or set-up will be billed at $1,000.


© 2010 Mike Moran

Questions?

Contact Paul Mosenson of NuSpark Marketing

[email protected]

610-812-2725

www.nusparkmarketing.com


© 2010 Mike Moran

Our Values

We fully immense ourselves with your marketing goals, target audiences, and culture so that we truly understand your business

We focus on 24/7 customer service. We treat every client the same; no pecking order. No matter how large or small, every single relationship is equal in our view

We spend your budget like its our own; our goal is to maximize investment-seek the best deals, the best promotions, the best added-value. We strive to drive results like no other firm

We will continually optimize and audit to make sure you’re getting the absolute best value

We pride ourselves on win-win relationships. By creating professional one-to-one relationships with vendors, we typically get increased value and that means increased ROI for you

Lead Generation using Pay-Per-Click and Search Marketing with Google Adwords

Business

Transcript of Lead Generation using Pay-Per-Click and Search Marketing with Google Adwords