Paid Advertising: 10 Tips to Win
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Andy Halko@andyhalko
PAID ADVERTISING TEN TIPS TO WIN
Insivia@insivia
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 won’t 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 what’s working and what’s 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
ColdDoesn’t know they have a need for your product or service.
WarmHas a need and your product or service fits, but don’t 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 Doesn’t 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
Don’t pay for clicks you don’t 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 JOE’S 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 AREN’T ALL BAD
Use remarketing for specific campaigns or pages.
10TI
PS
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 AREN’T ALL BAD
WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?
Andy Halko@andyhalko
Insivia@insivia
Get the slides at insivia.com/seminar/
