Date post: | 06-Dec-2014 |
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Education |
Upload: | laura-thieme |
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HOW TO ACQUIRE CUSTOMERS VIA GOOGLE ADWORDS (PAY-PER-CLICK)
PREVENT COMMON MISTAKES & IMPROVE KPIS
@BizwatchSearch #OGS2014
Today’s Topics• Do You Know the Cost of Acquiring a New
Customer?• Keyword Discovery• Leverage Digital Real Estate in Google • How to Set Up Google Adwords Campaign• Learn About KPIs• 3 Reasons Campaigns Fail• 3 Ways to Improve PPC KPIs• 3 Rules for Managing Your PPC Budgets
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DO YOU KNOW THE COST OF ACQUIRING A NEW CUSTOMER?
With Pay-Per-Click (PPC), It’s Easy
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Two Weeks Ago, Manufacturer Called
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Manufacturer Completed Online Audit
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Google Adwords Campaign Launched
• 3 PPC campaigns went live next morning
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Campaign #1 3 phone calls/leads
Campaign #2 1 phone call/lead
Campaign #3 1 form submission
Fastest Way to Acquire New Customers
• Google Adwords (Pay-Per-Click)
• In Just Eight Minutes … your ads can show up
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CALL ME
@BizwatchSearch #OGS2014
Collin Street Bakery
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Start with
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Keyword Discovery 101• Learn most popular
keywords– Free vs paid keyword
suggestion tools
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Keyword Searches
Cheesecake 9,322
Cheesecake recipes
3,419
Strawberry Cheesecake
765
Mini cheesecake
492
Blueberry Cheesecake
266
Key Lime Cheesecake
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@BizwatchSearch #OGS2014
Keyword Discovery 201
• Predictive vs Actual
• Compare Wordtracker (predictive) vs Google Analytics (last month’s data)
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Finalize Keyword List
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Leverage Digital Real Estate On Google
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Paid Ads
Vs
Organic Listings
Paid Listings
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Set Up Adwords Campaign
8Minutes
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YouTube: How to Set Up Google Adwords
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FOUR KPIS YOU OUGHT TO KNOWKPI = key performance indicator (metrics)
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#1 – Click Thru Rate (CTR)
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#2 Average Position
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#3 = Conversion Rate (CVR)
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#4 = Cost Per Conversion or Acquisition
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What’s Your Cost of Customer
Acquisition?
Let’s Back Up … What is a Conversion?
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It’s the Confirmation / Thank you,
Not the contact us page
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THREE REASONS CAMPAIGNS FAILApplies to all things digital
Three Reasons Campaigns Fail
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Other Reasons Campaigns Fail
• Targeting the wrong keywords • Not analyzing 13-month trends• Data noise – looking at the wrong things• Changing too many things at once• Landing pages
@BizwatchSearch #OGS2014
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3 Ways to Improve PPC KPIs
@BizwatchSearch #OGS2014
#2 Stay Out of the Red
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#3 Keyword Match Types1. Leather boots
2. “leather boots”3. [leather boots]4. +leather +boots
5. -ankle
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PPC CAMPAIGN BUDGETSConsiderations
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How Much Does PPC Cost?• What’s Your Average Order or Average Sale Worth?• What Are You Willing to Pay to Acquire New
Customer?• Example: $50 Cost Per Acquisition• Desired Return on Ad Spend (ROAS)
– Large retailer: 1:1 -- 2:1– Medium Retailer: 3:1 – 4:1– Small Retailer: 5:1– Micro Business: 5-10:1
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Can Small Companies Compete with Big Budgets?
30 Seconds for TV Ad
1 Month of Pay Per Click (PPC)
SEO Social
Sunday Night Football $593k
Large Retailer $100k + $25k+ N/A
Modern Family $281k
Medium Retailer $50k + $10k+ Retainer
Scandal $207k Small Retailer $10k + $5k+ Hourly
Small Business $2500 $2500+ Hourly
Micro Business $500 In-House In-House
31Source: AdAge Marketing FactPack 2014
PPC Budget• Set daily budgets• Limit Hours Per Day• Automation Tools in Adwords• Manage budget closely• Monitor performance trends
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Three Ways to Save on PPC1. Learn what actual “search queries” or
“search terms” are – HIDDEN
2. Negative Keywords– Account Wide Neg
3. Track Conversions to keyword level
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Conclusions• Budgets Are Shifting to Digital • Google Adwords is fastest digital marketing
medium to acquire new customers• Refine & lower costs thru performance
monitoring & edits• SEO is long-term investment strategy• Social media marketing crucial to engage
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APPENDIXCOMMON PPC CAMPAIGN MISTAKES
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Lesson One
Incorrect Campaign Settings
Incorrect Campaign Settings
Target Market Default Setting is typically U.S. & CanadaStart first with U.S. or better, local marketExpand campaigns when they perform
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Incorrect Campaign Settings
Ad Scheduling Enabled 7 Days; 24 Hours of week (Under Campaign Settings/Ad Scheduling)
Enable your campaign for when you can answer your phonesRetailers consider 7 am Eastern to 12 MidnightB2B might match their office hours, Mon-Fri
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Incorrect Campaign Settings
Bid Type (Under Campaign Settings) Set to Enhanced Bids or CPA (cost per acquisition)
Suggest Manual CPC (cost per click)
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Lesson 2:
Know Your Keyword Match Types in Paid Search
Keyword Match TypesBroad Match
Leather boots
Phrase Match“leather boots”
Exact Match[leather boots]
Broad Match Modifier+leather +boots
-Negative Match-”leather purses”-purse-snakeskin-hiking
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Lesson 3
Knowing How to Track Conversions
Conversion AnalyticsSet up Google Adwords & Analytics to track key performance indicators (KPIs), leads, conversions, or online orders
Javascript Code for Adwords Conversions – confirmation page only – not needed on other pagesJavascript Code for Analytics – needed on all pages, needed also on confirmation page of contact form/online order form
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Adwords Conversion Analyticsin Adwords, you have separate code for tracking conversionsan Adwords conversion is only a revenue driver, such as a contact form, request for quote, or online order confirmationIt is, repeat, an online order/contact form confirmation, not a contact page viewdo not recommend importing Analytics goals
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Lesson 4
Google Analytics Engagement Metrics Inside Google Adwords
Additional Data in Adwords• Typical KPIs• Engagement Metrics Added (Bounce Rate,
Pages/Visit, Visit Duration, % New Visits)• Phone Calls & Conversions
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Why Engagement Metrics Matter• You Want Your Phone to
Ring … Online Orders … Form Submissions
• It’s less likely to happen if your engagement metrics are– <1 minute on page/site– Bounce rate >40%– <3 pages viewed
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Do it
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BizwatchSearchAnalytics.com/signup