Spend Less& Get More

26th June 2014

About Search Star

• Team of 18 in Bath- all Google Advertising & Analytics Professionals

• Buy profitable traffic efficiently, effectively & accountably for ambitious clients

• No SEO, no affiliate, no email, no web-design…just PPC & online ad buying

Google Global Revenue ($m)

Share Of Revenues Q4 2013:- USA = 45%- UK = 9%

- ROW = 46%

What does it make it from?

Do people really click on the Ads?

• 94% of searchers click on the organic results vs. 6% on the PPC ads (Source: GroupM & Econsultancy 2012)

• “The war of 1812”

• “Whitney Houston”

• “Weather in Bristol”

• Yet for “high commercial intent” search phrases 64.6% of clicks go to the PPC (Source: WordStream 2012)

• “kenwood food mixers”

• “Best Internet Marketing Software”

• “Personal injury solicitors”

Q. Top Search Phrase of 2013?

64.6% of Commercial Search goes PPC

Source: WordStream 2012

Be Fussy – Target Goal Orientated Searches

Top 10 Lead Generation PhrasesTop 10 Cost Phrases

claim against the nhs

cauda equina solicitors bristol

solicitors dealing in misdiagnosis bradford

medical negligence solictors

solicitors for medical neglagence fareham

medical negligence against the nhs

medical negligence solicitors in burnley

cheap solicitor for medical neglichance

medical negligence claims

solicitor to sue hospital

cauda equina syndrome

third degree tear

misdiagnosis of cancer

necrotising fasciitis

3rd degree tear

cancer misdiagnosis

4th degree tear

birth injury signs

mrsa infection

claiming from nhs

Solicitor X spent £29,277 on 51 leads - March 2013 to April 2014

Track Leads To Sale

• http://www.search-star.co.uk/?gclid=CPj7i5-Tlb8CFWfkwgodDUIACw

• GCID is unique to each click

• Pass GCLID with lead into CRM

• Use GCIDs to track click to lead to sale

– import offline conversion events into adwords

• Track soft leads into hard sales

Make Ad Copy Cut Through

Locations

Client Quotes

Sitelinks & Reviews

Larger & More Relevant Ad Formats

1. Site Links 2. Location Extensions3. Communications Extensions4. Call Extensions5. Product Extensions6. Social Extensions7. Offer Extensions

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Relevant Ads on Multiple Screens & Devices

“We’re seeing tremendous innovation in advertising, which will help us monetize mobile queries more effectively than desktop today. Indeed, our mobile monetization per query is already a significant fraction compared to desktop. In short, as we transition from one screen to multiple screens, Google has enormous opportunities to innovate and drive ever-higher monetization, just like search in 2000” - Larry Page, Oct 2012

Biting The Hand That Feeds It?

2.4% of the Time & 59% of the Ad spend

Source: IAB/PWC H1 2013

PPC Takes Majority of Budget

Display Is Growing

“By 2020, audience targeting investment is projected to exceed search spend in UK”

Source: IAB UK 2013

Mobile Grew 127% YoY

Retargeting

Because 98% of Site Visitors Don’t Buy or Get in Touch

Display RetargetingSearch Retargeting

Retargeting

Demand Side Platforms

New TargetingNew FormatsNew Placements

Display - Programmatic Buying

“We are Maths Men (and Women) not Mad Men” Sir Martin Sorrell - May 2013

Targeting – Luxury Fashion Client

3rd Party Credit Card Data:

LuxuryFashion

Shoppers

FashionContent

London &South East IPs

£££

Targeting Options

…And if you want “Ten Top Tips”

1. Get a great website

2. Be fussy…research or purchase?

3. Go granular

4. Work at your ad copy

5. Be social & get reviews

6. Ensure your mobile experience works

7. Don’t forget Bing

8. Search, social & display – all clicks are not equal

9. Track everything (GCLIDs)

10. Remarketing – give me a reason not to do it