Download - PPC Beyond Search Lisa Raehsler SES NY 2011

PPC Beyond Search New Ad Formats, Display, Social

Lisa Raehsler SEM Strategy Consultant

March 23, 2011

@LisaRocksSEM

About Me

• Pay-per-click management, specializing in – Ecommerce

– Retargeting

• Managed over 30 PPC accounts at agencies and client side

• Co-founder MnSEM, Active volunteer MIMA

• Learn more: linkedin.com/in/lisarockssem

• Follow on Twitter: LisaRocksSEM

@LisaRocksSEM

Beyond Search: New Ad Formats, Display, Social

1.  Google SiteLinks

2.  Google Retargeting

3.  LinkedIn Ads

@LisaRocksSEM

Google SiteLinks

•  Expands ad with up to 4 additional links

•  Captures searcher attention

•  Drives to deeper content

•  Known to increase CTR and conversions

•  Product Categories •  CTAs “Apply Today” or “Get A

Quote” •  Seasonal or Promos “Spring Sale”

@LisaRocksSEM

Google SiteLinks: Example

•  Health Insurance Company

launched SiteLinks:

•  Increased account CTR from •  0.93% to 1.2%

•  CTR on ads with SiteLinks: 3.5%

@LisaRocksSEM

Google Retargeting

•  Redirects prospect back to your site

•  Keeps your site or product top of mind

•  Multi-touches

•  Known to be more effective than typical display due to more qualified audience

@LisaRocksSEM

Google Retargeting: Example

•  CrumplePop launched retargeting:

•  8600 prospects

•  15% of click conversions

•  90% of view through conversions

•  52% of total conversions

@LisaRocksSEM

LinkedIn

•  Ads reach users of professional network

•  New granular targeting:

•  Linkedin group

•  Company name

•  Job title (was function)

•  Known to be effective branding tactic for BtoB

@LisaRocksSEM

LinkedIn: Example

•  MnSEM launched LinkedIn Ads

•  Began targeting by keywords, changed to:

•  Group associations

•  Job title

•  CTR increased from 0.03% to 0.06%

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LinkedIn Ad Test CTR

@LisaRocksSEM

Final Thoughts…

•  Opportunities to reach your audience beyond keyword search

•  Integrate with other online marketing tactics: messaging, landing pages, promotions, etc

•  If not now:

  Look to the future

@LisaRocksSEM

Thank You!

Contact:

Lisa Raehsler

SEM Strategy Consultant

Certified Google Advertising Professional

[email protected]

@lisarocksSEM

blog: onlinemarketingmavens.com