Sema 2012 - Take Your Pay-Per-Click To The Next Level

Apogee Results

Take Your PPC to the Next LevelNovember 2012

• [email protected]

• @Marketing_Bill

mailto:[email protected]

• ABT (Always Be Testing)

• Titles, Descriptions, Tagging

• Keywords

• Landing pages / conversion

• ABM (Always Be Measuring)

• What matters?

• How are you measuring it?

• ABA (Always Be Asking)

• What else can I learn from this?

• ex/ PPC drives SEO keyword selection


• Are your campaigns on Autopilot?

• Has performance flattened?

• Is spend on an upward tick?

• Do you feel your agency is taking you for granted, or

• If in-house, how much time is being invested by your team running this?


• Define, Objectives, Metrics, Baseline, and Gap

• Make the Time

• Culture of Testing: Ad Copy & Conversion Optimization

• Run Google search query reports. Trim out irrelevant impressions and add negative keywords

• Further tweaks to increase quality score

• Try new stuff

• Vehicles and formats w/in Google

• New networks (Bing, Google etc…)


• Get it right at the beginning

• Sales and marketing alignment critical to this exercise

• Strategic planning worth the investment

• What is victory?


“If you don’t know where you are going, any road will get you there”

- Lewis Carroll

• How are you going to measure this?

• Are your analytics tools working?

• Where are you today?

• How does today compare with where you need to be?


“If you don’t know where you are going, any road will get you there”

- Lewis Carroll

9

Impressions CTRConversion

rate

ROAS &

CPA

• Just like working out, this takes a time commitment

• There is no single magic pill - schedule it, honor it, make it so

• Left-brain time: Try some options that work for you …

• An hour a day

• Two hours, two times a week

• Thirty minutes at the start of each day

• Right-brain time: Schedule in chunks

• A half day once every two weeks


• The fastest path to better results is often right in front of you

• Rewrite your ad copy

• Test it

• Test it again next month, and next month, and…


• Include a call-to-action• Download the Report!

• Use powerful words• Innovative, Unforgettable, Revealed, Revolutionary

• Focus on the benefits• 3 months trial, works 50% faster, free trial, etc.

• Include targeted keywords• Consider dynamic keyword insertion

• Test different approaches• Ask a question, use sarcasm, tell a story, etc.

• Test minor changes• Word order, punctuation, capitalization, etc.


13

• Test to to increase conversions or conversion rate...

Landing Page – Version A Landing Page – Version B

CTR: 1.97% CTR: 4.02%

Conversion rate: 5.88% Conversion rate: 2.12%

• Heuristic (aka rules of thumb)• Top ten lists• Checklists• Best practices

• Persona-based

• A/B & Analytics• Multivariate

• Google• Adobe / Omniture Test & Target


= QUALITATIVE

= QUANTITATIVE

• Improve relevance, CTR (think about the quality score!) and ROI

• Brainstorm negative keywords before launching campaign

• Frequently run search query reports to incrementally add campaign negative keywords for directly irrelevant keywords

• Add negative keywords on both campaign and ad group level to improve performance by increased control of what keyword and ad is being triggered when mixing match types

• Utilize match types for negatives to maximize campaign effectiveness (be wary of negative broad matches)


• Improve relevance with tightly themed keywords and ad groups

• Frequently break out top performing keywords into own ad groups

• This will improve your ad’s Quality Score by improving both the relevance, and the click-through rate (CTR) by virtue of keyword level optimized copy.


• A high quality landing page has...

• Unique content

• Relevant and Useful content

• Transparency (explicit on the nature and intent of your business)

• Navigability

• Quick load time


• Speedier sites provides happier visitors that convert better

• Also directly impacts the quality score and cost-per-click

• ...it will also benefit your SEO on Google ...)

• Get free analysis tools from http://code.google.com/speed/


http://code.google.com/speed/

“Any AdWords advertiser can use remarketing to reach users as they’re browsing the web on sites within the Google Content Networks. Remarketing is a simple way to connect with users, based on their past interactions with your website.”

- Google AdWords Blog, 25 March, 2010


• Create a list of user events under the Audience Tab. Then take the provided tracking pixels and add it to your action pages. This list will be used when setting up your Adwords campaign.


• Allow some time to build data and then setup an Adwords campaign:• Set up a normal campaign using content networks ads• Upload/ Create your content networks ads ( visual display ads typically

perform better than text, but test)• At “Audience” tab select your remarketing list.


• Ability to retarget users who you’ve already paid to visit your website

• Helps mitigate the “limited search inventory” problem so typical to b2b categories

• Cost-effectively extend reach so that suspects and prospects see you “all over” the internet, and are suitably influenced and impressed

• Stay “top of mind” all throughout the research and consideration process

• Repetition leads to overall higher conversion rates from online ads

• Efficiently spend limited $$ on highly qualified visitors versus general public


• Over 500 Million Customers

• Relatively low competitiveness (compared to Google)

• Phenomenal ability to target



Don’t Forget BING!

Presentation TitleMonth 2012

SEO: Not Even Remotely DeadOctober 2012

• Once you have something figured out, it is probably about to change on you

• There are many roads to Rome

• Hubris (pride) is the beginning of humiliation

• What works for someone else, might not work for you

• Follow me @marketing_bill or email me [email protected]

• Define the objective/challenge

• Develop a hypothesis to test

• Select test components

• Set up test (software or service)

• Analyze the data

• Implement the ideal design

• Continue to test against benchmark


• Landing page layout (colors & fonts)

• Imagery (banners, logos, people, etc.)

• Icons (navigation & CTA buttons)

• Headline

• Copy (messaging, bullets, short, long)

• Call-to-action

• Forms

• Pricing (discounts/promo)


• Start with a simple, proven template

• Make unique value propositions clear

• Keep copy short and sweet

• Utilize short forms liberally

• Include trust marks

• Incorporate chat/click-to-call

• Test price-based messaging ($, %, #)

• Segment your visitors

• Test multi-step pages to identify weaknesses

Presentation TitleMonth 2012

Apogee Results

Sema 2012 - Take Your Pay-Per-Click To The Next Level

Business

Transcript of Sema 2012 - Take Your Pay-Per-Click To The Next Level