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/