Paid Advertising: 10 Tips to Win

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    14-Apr-2017
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Transcript of Paid Advertising: 10 Tips to Win

  • Andy [email protected]

    PAID ADVERTISING TEN TIPS TO WIN

    [email protected]

  • THINK SMART .ACT BOLD.We help businesses scale.

    DIGITAL

    BUSINESS

    Engaging prospects, customers,

    partners, employees, candidates and

    investors through digital solutions.

    Websites + E-Commerce + Portals

    Interactive + Apps

    Video + Animation

    STRATEGIC

    CONSULTING

    Organizational vision, lead generation

    strategy & campaign development

    to drive top line growth.

    Market + Audience Analysis

    Vision + Strategic Development

    Training + Education

    INBOUND

    MARKETING

    Lead generation and referral tactics built

    upon expert strategies and focused on

    constant improvement.

    Tactical Planning

    Marketing Campaigns

    Conversion Optimization

  • OUR GOAL IS REVENUE

  • Paid Advertising

    Search

    Display Social

    Remarketing

    Mobile

  • HUGEOPPORTUNITY EXISTS

    STRATEGY IMPLEMENTATION OPTIMIZATION

    Where most people stop working or quit.

  • Tip 1

    HAVE A STRATEGY

  • REVENUE MAPPING

  • Micro Funnels

    Create targets.

    MICRO-FUNNELSAcute Focus.

  • Tip 2

    CONVERSIONMATTERS

  • Conversion is the game changer.Spending money sending people to a place that wont get results is throwing away money.

    $800 To Get 1000 Visitors:

    At 1%10 Conversions / $80 per conversion

    At 4%40 Conversions / $20 per conversion

  • Track Everything

    Tools like HotJar allow you to track detailed performance like form progress.

    Look at: Bounce Rates Exit Paths Scroll Depth Form Progress

  • A/B TestingGet Real Data For What Is Working

  • Use Lots Of Landing Pages

    Ensure that you use focused landing pages for each campaign.

  • Tip 3

    KEEP YOURCAMPAIGN GRANULAR

  • Adwords GroupingMake Campaigns and Ad Groups granular to understand whats working and whats not.

  • Display PlacementsA placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit.

  • Audience Targets

    ...

  • Tip 4

    MATCH THE TEMPERATURETO THE CHANNEL & OFFER

  • ColdDoesnt know they have a need for your product or service.

    WarmHas a need and your product or service fits, but dont know you.

    HotKnows your brand or product name.

  • The Offer Must Meet The TemperatureIf the offer or action is to strong, your click-through rate will suffer.

    Social Ads targeted at an audience, need low barrier offers.

    Problem Searches are typically warm.

    Brand or Product Searches are hot and can have stronger CTAs.

  • Tip 5

    YOUR QUALITY / RELEVANCYSCORE MATTERSA LOT

  • Google calculates a quality score on every search.

  • Tip 6

    TEST DIFFERENT CTASAnd Kill What Doesnt Work

  • Create a Wide Range of Ads At First

    Typical Components

    The HeadlineSublineImageCall To Action Text

    Audits identify 80% of hidden issues.GET YOUR AUDIT

    Audits identify 80% of hidden issues.FREE AUDIT

    Audits identify 80% of hidden issues.WEBSITE AUDIT

    Get instant ROI with a Web Audit.

    See how ABC increased results by 40%.

    Free audit to find website issues.

    GET YOUR AUDIT FREE AUDIT WEBSITE AUDIT

  • Tip 7

    TRACK FOR SALES, NOT JUST CONVERSION

  • Look At These Conversions Boss!

    Key Phrase 1

    Key Phrase 2

    $5 / Click

    $5 / Click

    50% Conversion Rate

    25% Conversion Rate

    2 Clicks Cost $10 for 1 Conversion

    4 Clicks Cost $20 for 1 Conversion

    Key Phrase 1 looks awesome at $10 per lead.

  • Whoa Boy. The sale is what matters.

    Key Phrase 1

    Key Phrase 2

    $5 / Click

    $5 / Click

    50% Conversion Rate

    25% Conversion Rate

    2 Clicks Cost $10 for 1 Conversion

    4 Clicks Cost $20 for 1 Conversion

    Key Phrase 2 costs us half as much to close a sale.

    25% Close Rate$100 Cost Per Sale

    50% Close Rate$50 Cost Per Sale

  • Tip 8

    USE NEGATIVE KEYPHRASES

  • Dont pay for clicks you dont want or throw off your data.

    Glasses

    Search Word You Set

    Wrong Searches Driving Clicks

    Wine Glasses

    Walmart Glasses

    You Sell

    Glasses (premium brands)

    Negative Search Words To Stop Ads

    -wine

    -walmart

  • Tip 9

    REMARKETINGWORKS WHEN FOCUSED

  • Use remarketing for specific campaigns or pages.

    Visits FREE AUDIT Landing Page

    8 of 10 sites are losing 97% of visitors in 10 seconds.

    GET AN AUDIT

    Stop losing customers today.

    GET ANAUDIT

    Audits identify 80% of hidden issues.

    GET YOUR AUDIT

    Joe saw an increase of 25% conversion.

    SEE JOES AUDIT STORY

    Visits VICTORIAN LAMP

    Page

    Upgrade your living room style.

    BUY THE LAMP

    Free ShippingToday Only!

    GETFREESHIPPING

    A full line of victorian lamps.

    SEE OUR LAMPS

    Lighting to read by.

    SEE LIGHTING SOLUTIONS

  • Tip 10

    BRANDED CAMPAIGNS ARENT ALL BAD

  • Use remarketing for specific campaigns or pages.

  • 1

    0

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    I

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    S

    1 HAVE A STRATEGY

    2 CONVERSION MATTERS

    3 KEEP YOUR CAMPAIGN GRANULAR

    4 MATCH THE TEMPERATURE TO THE CHANNEL & OFFER

    5 YOUR QUALITY / RELEVANCY SCORE MATTERS A LOT

    6 TEST DIFFERENT CTAS

    7 TRACK FOR SALES, NOT JUST CONVERSION

    8 USE NEGATIVE KEYPHRASES

    9 REMARKETING WORKS WHEN FOCUSED

    10 BRANDED CAMPAIGNS ARENT ALL BAD

  • WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?

    Andy [email protected]

    [email protected]

    Get the slides at insivia.com/seminar/