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NuSpark Marketing
www.nusparkmarketing.com, @nusparkmktg
A Strategic Guide to Lead Generation using Pay-Per-Click Search Engine Marketing with
Google Adwords
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Introduction
What This eBook Is:
A review of key elements of PPC campaign structure and
strategies for optimization, including landing pages and
conversion tactics
How PPC campaigns contribute to qualified leads via the
buying funnel
What This eBook Is Not:
A beginner’s “how-to” book.
An ecommerce guide to PPC (focus is lead generation)
A primer on the Display network. This ebook covers search
engine marketing with Adwords only
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
About NuSpark Marketing
Founded in 2010; Team members average 25 years of experience
Philadelphia based; virtual team of experts
Provides the process, consultation, strategy, tactics for firms that need better lead generation, lead nurturing, and funnel optimization.
Founder Paul Mosenson is a long-term Media Director and has been managing digital campaigns for 15 years successfully
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Our Approach: The Three Pillars of Search Marketing
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
ON WITH THE SHOW
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
B2B Buyers Use Google to Research Solutions
Enquiro
B2B
research
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Are You There?
In Front of Your Prospects?
When They Research a Business Need?
To Offer Them a Solution?
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Let’s Get Started!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
How Search Engines Work
Your site will be indexed
if you have:
Links, internal and
external
Content, readable
keyword-laden
messages
Architecture, properly
build website
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Google/Tech Target Research on B2B buyers search engine activity
PPC is a vital way to attract clicks and generate leads
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
SEO vs. PPC
SEO
More Time and Effort
Long Lasting
Can be Less
Expensive over Long
Haul
Organic Results More
Trustworthy
PPC
Immediate Traffic
Promotional Copy
An Advertising
Expense
Generates Leads via
Microsites/Landing
Pages
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Lead Generation Approach
SEO
Prospects will engage
with your website, read
your story, and need to
be convinced of your
solutions before giving
you their email address
or calling you for
contact.
Destination: Website
PPC
Prospects will be
attracted by your offer
for free content or
information, and
engage with that
content by offering their
email address in
exchange.
Destination:
Microsite/Landing Page
For long-term growth; both strategies are crucial
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
PPC is a Valid Option when the Following Occurs
When you need results quickly
When you’re in a heavy competitive environment
When your website is not optimized for search engines (Need
SEO)
When you want to test keywords, messages, and calls-to-
action
When you wish to complement SEO efforts by increasing
visibility if your site is not optimized for certain keywords
When you need to grow sales, revenue, and market share
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
THE SEARCH PROCESS
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Internet Research Complements the Buying Funnel
Search
strategy
needs to
encompass
each phase
of the funnel
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
“I have a business problem; let’s find an answer”
How buyers search
Type the question
• Are there ways to
improve…
Type the answer
• Software firms that…
Type the symptom
• Ways to increase ROI
Type the product
• Business analysis
software
Type the brand
• XXXX software
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
The Buying Funnel: First Step- Issues and Pain
Sample Query Action
Words
Optimize
Troubleshoot
Improve
Upgrade
Resolve
Fix
Need
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Example
Free Report
Lead Captured!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
The Buying Funnel: Second Step- Solutions
Sample Query Action
Words
Services
Firms
Companies
Software
Tools
Vendors
Platforms
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Example
Free Trial Lead Captured!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
The Buying Funnel: Third Step- Comparisons
Sample Query Action
Words
Versus
Reviews
Comparisons
Case Studies
Experiences
Pros and Cons
**Social Media Big Here
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Example
Another PPC ad from
SASTesting Content! Lead
Captured!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
The Buying Funnel: Final Step- Brand Search
Well, even IBM not perfect- right organic
page- wrong PPC ad. (More on this later
regarding negative keywords!)
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Example
IBM’s Landing
Page a little
busy and
confusing, but
found a white
paper for lead
capture!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Once the Prospects Enter your Funnel..Convert, Qualify, Nurture, and Close!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
BUDGET AND ROI
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Set Goals: What Are Your Expected Outcomes
Generate increased traffic into the top of the funnel
Convert more prospects into leads; quality leads
Increase market share; divert leads from
competitors
Improve our current PPC return-on-investment
Optimize our inbound marketing efforts;
complement SEO and social media marketing
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
A Summary of Metrics for Lead Generation PPC
The Priority KPIs
Return on Investment (ROI). The ultimate goal; is the campaign giving you
positive return. This is where using dashboards like marketing automation and
Salesforce apps come in handy to match revenue from complex sales with PPC
metrics.
Conversion Rate. The number of conversions divided by the number of clicks.
The metric acts as a barometer of relevancy; content/offer-landing page-call-to-
action, ad relevancy, and keyword relevancy are all integral to optimizing this
metric.
Cost-Per-Conversion (or Lead) and Cost-Per Acquisition (Sale) The PPC ad cost
divided by the number of lead conversions or sales. In the middle is CPO, or
cost-per-opportunity. The Cost-per-Conversion metric is a measure of efficiency,
and is driven by strategic bidding and quality score management, as well as
proper conversion architecture. CPA and CPO are driven by nurturing and the
sales conversion process throughout the funnel.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Projected ROI: Lead Generation Sites
Not as easy to measure; complex sales take a while between
form submission or sign-up conversion and sales resolution
Options:
Track “conversion rate” and “cost-per-conversion” for every day
optimization from the Adwords interface,
Use Google’s integration with Salesforce or marketing automation
platforms that include search marketing modules to measure click-to-
opportunity-to-sale activity via integration with CRMs.
Create custom dashboards (similar to the basic ones shown in this
ebook) to manage pipeline activity from click to sales
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Salesforce for Adwords
Salesforce for Google AdWords makes it possible for
companies to manage and measure search engine marketing
campaigns directly from within Salesforce.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
The lead source from Google Adwords on Salesforce
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
View the Details (Keyword, Ad, URL) of the Lead
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Follow the Lead’s Funnel Activity to Close
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Analyze and Measure Pipeline Results
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
An Example of an Interface from a Marketing Automation Platform that Tracks ROI from AdWords
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Follow the Funnel with PPC; An Example Based on Existing Pipeline Conversion Rates
Spend $5,000 on PPC, CPC is $2.00, 2,500 clicks gathered
25% conversion rate from landing page; 625 content downloads
Lead nurturing occurs, sales calls occur, qualification process
occurs, eventually 5% of the leads who downloaded the initial
content become sales opportunities, or 32
10% opportunity-to-close conversion, or 3 sales
Average net profit per sale is $5,000, or $15,000
ROI: 200%
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Next Example:Now Work Backwards and Determine Budget
Conversion Rate and Metric Scenarios
Sale to Opportunity closing rate: 20%
Opportunity to Sales Accepted Lead: 50%
Sales Accepted Lead to Marketing Qualified Lead: 50%
Marketing Qualified Lead to Inquiries: 20%
Inquiries to Clicks: 5%
Average Sale Value: $10,000
Estimated Cost-Per-Click: $2.00
Estimated Click-Through Rate: 2%
So if I Want 5 sales from PPC, What Can I Expect from PPC?
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Let’s Calculate Based on Scenarios on Previous Slide
5 Sales
25 Opportunities
50 SALs
100 MQLs
500 Inquiries (downloads, trials, registrations)
10,000 Clicks
500,000 Impressions
$20,000 Spend
__________________
$50,000 in Sales
150% ROI
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Other Costs to Consider
The costs to nurture leads into sales via the funnel
should ideally be included. The problem is, these
costs are spread across all lead generation
activities, like social media, SEO, advertising,
email, trade shows, etc, as they all go through the
nurturing process.
The cost of sales people to follow-up and engage
with prospects from PPC is another factor for true
ROI calculations
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Another Scenario:Looks What Happens to ROI When We…
Decrease the
CPC (Cost-
Per-Click)
Then
Increase the
CTR (Click-
Through
Rate)
Then
Increase the
Conversion
Rate
NEAT!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
If You’re Not a Complex Sale….
Can still track
campaign ROI by
product, as long as
you know average
sale conversion
rate, average value
per sale, and
margin.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
At the End of the Day
Getting You Profitable Clicks is the Goal; clicks that
turn into quality leads then turn into viable sales
opportunities. By understanding and tweaking the
variables in this ebook, your sales, and return on
investment will increase. Profit is the bottom-line.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
OPTIMIZE GOOGLE ADWORDSNow Let’s
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Contents
Settings Strategy
Quality Score Strategy
Keyword Strategy
Bidding Strategy
Ad Text Strategy
Landing Page and Conversion Strategy
Measurement Strategy
A Hodgepodge of Optimization Tactics
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
SETTINGS STRATEGY
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Location Targeting
Study your sales regions. Any underperforming or over performing? Consider
a separate campaign for a target sales region that needs emphasis.
Strategically give each region a unique budget based on sales goals and
expected revenue.
Start with a benchmark percent of revenue for budgeting, and adjust
accordingly based on sales region activity
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Advanced Location TargetingSample Settings:
Geographic target: New York City
Excluded geography: New Jersey
• Do you mind reaching audiences in another
state that use the term “New York” in their
query? If so, do nothing, if not, just target
Physical Location
• If you only want your ads to show if the search
query includes a location in your geography,
target using search intent
• If you don’t want your ads to show at all in your
excluded geography, do nothing (default)
• If you don’t want your ads to show in your
excluded geography, or if a user searches for a
location term in your geography, choose
exclude search intent
Physical Location: Target those in your
defined geography
Search Intent: Target those
ANYWHERE who combine search
query with a location term within your
defined geography
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Ad Scheduling
Another reason to have unique campaigns by sales region is to optimize time zones,
especially targeting 8a-6p M-F. Google doesn’t recognize time zones, so running ads
starting at 8a ET means the ads run 5a PT.
Additionally, if the work day is of most importance, Google allows you to increase bids by
time period, or by day of week. Be careful to reduce bid percentages as well during non-key
days/times so that the total budget balances out.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Ad Delivery
For lead generation activity, two strategies are
recommended:
a. Optimize for conversions: Better performing ads will
appear more frequently
b. Rotate ads evenly; Ideal for ad copy testing, then after
analysis, do option a.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Device Targeting Tablets and Smartphones
continue to grow in
penetration. If for any
reason your research
says your audience
doesn’t use these
devices, or your landing
pages aren’t optimized
for mobile, tablets, or
certain operating
systems, then you may
deselect these options.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Bidding Options
If Adwords automatically sets bids,
there is no manual bidding for your
keywords. Use automatic budget
optimizing for a campaign where
specific bidding is not crucial to your
ROI and you just prefer exposure.
Enhanced CPC. If you’re tracking
conversions, Google will
automatically adjust bids to optimize
conversion rate. Bid can increase up
to 30%
Conversion Optimizer. If you have
enough conversion history, Google
will optimize CPC based on cost-
per-action bids. There’s no ceiling
on bid increases, because reaching
your target CPA is the goal.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
More on Conversion Optimizer (Cost Per Action) Adwords recommends a maximum CPA
bid, but you can customize it as well
Target CPA is the average you want to
pay for a conversion, rather than a max.
Suggestions
Test CPA bidding in a separate
campaign; split your budget, and
analyze results comparing CPA
vs CPC tactics with regard to
conversions
Test within ad groups, and adjust
accordingly. Keep the test
simple; don’t make other
campaign changes.
Best used for high traffic/high
conversion advertisers.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Enhanced CPC vs. Conversion Optimizer
Enhanced CPC
Google automatically
increases/decreases CPC based
on chances of conversion
Google looks at history,
geography, browser settings, time
of day, to predict bid
Bids never exceed 30%
You still manage max CPC bids
Objective: receive more
conversions and reduce cost-per-
conversion
Conversion Optimizer
CPA bidding
Google adjusts CPC based on
historical data; CPC bids adjusted
automatically to reach CPA goals
So CPC bids are adjusted
automatically
Predicted conversion calculated
first, then ad rank determined by
combining CPA bid, quality score,
and the predicted conversion rate
Objective: Improve conversions
and increase ROI
Recommend testing each and evaluate results
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Ad Extensions
These are extra
clickable options
that can coincide
with your text ads
They usually
appear with ads in
top 1/2 positions
of search results
with good quality
scores
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Sitelink Strategy
Sitelinks scans your website
and gives you options to add
as a site link.
You can also create new
extensions if the links are on
microsites or not shown
A click on a link will still
charge your account
As shown in example, link to
pages that offer lead gen
opportunity or validation links
like case studies or
testimonials
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Call Link Strategy
Show a business number
on ads that appear on
mobile phones; click-to-
call feature
Put a Google 800 number
in your ad, that forwards to
a business number. Ideal
if your call-to-action is a
phone number. Text ad
should reflect action- “call
for directions” or “call
sales now” Google calls
this Call Metrics and can
be analyzed along with
click data.
This ad has call metrics and site links!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Social Extensions with Google+ Page
If you have a Google+
business page, you can link
it to Adwords.
All the +1s you get from
websites, ads, and search
results will now be tallied
and shown within the text
ads
When users +1 your digital
properties and listings, your
click rates will likely
increase
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
QUALITY SCORE STRATEGY
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
What Is Quality Score
Quality Score is a dynamic variable assigned to each
keyword. By analyzing a variety of factors, the score
measures how relevant your keyword is to your ad group, ad
text and to a user’s query.
Google’s mission is to ensure user experience, and that
means targeting ads that closely responds to the user’s
query, offering high click through rates, and clicking to high
quality landing pages that support the ad and query.
Quality Score is ranked 1-10. Ranks over 7 are considered
excellent. Scores under 4 are considered poor.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Quality Score Factors
Historical CTR of keyword
Historical account performance
Keyword relevance to ad text
Keyword and ad relevance to the search query
Relevance of ad text
Landing page quality
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Why Pay Attention to Quality Score
The ad rank formula: CPC bid x Quality Score
Low quality score will preclude ads from appearing in a
keyword auction
The lower the quality score, the higher your CPC bid will
need to be to achieve a good ad rank
The higher the quality score, the lower your CPC bid will
be to reach an advantageous ad rank
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
What This Means
If your goal is to be in the top 3 ad positions, and
your quality score is low, your bid will need to be
high to achieve the desired ad rank. Your CTR will
be high because of ad position, but the CPC will
also be high, and thus you’ll receive less overall
clicks for your budget
If your quality score is high, your bid won’t need to
be as high to achieve top 3 ad positions. CTR will
be high, and because of lower CPC, you’ll receive
more clicks for your budget
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Improved Quality Score Impact on ROI
Scenario
CTR increases because
ads are more relevant
and ad rank is better
CPC is lower because we
performed tactics to
increase quality score
Now look at the ROI
increase
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Strategies to Improve Quality Score
Keyword
Increase impressions to build history,
so that quality score becomes more
accurate
Boost CTR- add negative keywords,
update match options to phrase and
exact, match keywords to specific ads,
make phrases two words or less to
over 3 (long-tail), pause irrelevant
terms
Ad Groups
Restructure so ad groups are tightly
themed
Ensure ad groups, ads, and keywords
are very aligned and relevant to a
user’s query
Ads
Ensure keywords are referenced in ad
headlines and ad text
Consider DKI- Dynamic keyword
insertion, which puts user queries
within ad headlines or within ads. Need
to be careful overdoing this.
Landing Pages
Good content with keywords that solve
user’s query needs
Look/feel and usability that increase
user experience
No pop-ups; optimize loading speed
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
KEYWORD STRATEGY
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Set the Stage
Think about keywords
within the buying
funnel (shown earlier)
Don’t start with what
you do; start with what
your prospects need
Consider competitive
research; gather
intelligence
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Buying Funnel
Advertising, Display, Social
Media, Internal Needs Create
Demand
Search terms, as presented
earlier, should target
audiences throughout their
purchase lifecycle
The consideration or shopping
phase is the most critical to
present your case as a solution
provider
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Think Like Your Customers
Review your buyer
personas
What are their needs
and pain points?
What are their solution
options?
What content do they
need to make
decisions?
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Long-Tail
3 more terms in your
keyword phrase
Less Competitive
Specific terms easier to
match with relevant ads
and ad groups
Less Traffic
Short Query
One or two-word phrases
High traffic; but less
relevant; quality score
effect (low CTR)
Need ample supply of
negative keywords
Harder to write ads
The Long-Tail vs. The Short Query
Unless competitive issues call for it, long-tail keywords are always
favored for PPC campaign success
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Those Match Types
Broad Match
Build awareness and
generate immediate clicks
Learn what people are
searching for, then optimize
later
Expect high impressions, low
CTR, and high bid prices
Broad includes synonyms
and tense variations
Bid less as a start vs. other
match types
Phrase Match
More exact matches
Can still learn keyword
variations
Exact Match
Your keyword matches query
exactly with no other words
in query
Less traffic; but most
targeted; expect higher CTR
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
What It Is
Stops Google from
changing broad match
keywords to synonyms or
related terms
Add a “+” to the broad
match term to keep that
word in the query
Examples Keyword: +accounting software
Ad will show for user query:
Need accounting software programs
Accounting tools for dental offices
Ad won’t show for user query:
Financial software reviews
Keyword: accounting software
Ad will show for user query:
Financial software programs
Accounting programs for dental offices
Keyword: +accounting +software
Ad will show for user query:
Need accounting software programs
Ad won’t show for user query:
Financial programs for dental offices
Modified Broad Match
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Long-Tail Research Tools
We use tools such as these to populate
our long-tail keywords, and output the
list in any order, as well as match
options.
Note the words in column 3 that cover
the buying funnel stages as well as user
intent
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Just a Reminder
Your ad groups must be aligned with the keyword
groups by category. For the example we just did,
these would be ad groups:
Financial software solutions/tools
Financial software firms/companies
Accounting software solutions/firms
Accounting software discount/cheap
Alert: Many consultants have their own methods of ad group
structure; just remember; the more relevant, the better quality score
and CTR, and thus more efficient conversions
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
What It Is
Negative keywords stop ads
from showing when certain
keywords are in user queries
Eliminates unwanted traffic,
which in turn increases
relevancy, CTR, and quality
score
Conversion rates will increase
as well, and cost per conversion
will decrease
Examples
Keyword query: Certified
Salesforce Consultants
Negative keywords in account:
software, jobs, careers, trainers,
Sugar, Microsoft, platforms,
cheap, discount, comparisons
Ads won’t show if the
above terms are in user
query
Negative Keywords: Include in your Campaigns or Ad Groups
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Example of a Negative Keyword Needed
Widener University
may have a fine
accounting program,
but they need the term
software as a
negative…thus their
campaign not
optimized
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Keyword Problems?
Hover over the
“bubble” in the status
column on your
keyword tab to check,
then use the Google
keyword diagnostic tool
to run more tests.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Research Competitor Keywords with Paid Tools
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Of Course, Google’s Own Keyword Tool for Keyword Research and Competitive Activity
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
TEXT AD STRATEGY
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
General Principles for Lead Generation PPC ads
Headline: Attract attention and relevant to query
Description Lines: Differentiating feature, key
benefit, call-to-action offer
Display URL: Identify your company
Destination URL: Actual landing page, tagged for
analytics tracking
Continue to test multiple ads and tweak
accordingly for optimal CTR, Conversion Rate, and
Cost-Per-Conversion
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
First Step
Make Lists on Your Solutions
Search for Competitors; What are they saying? What
content or offer are they promoting? Make a list
What are your key selling points? Why would prospects
buy from you? What makes you unique? Make a list
Review content assets. What are prospects interested
in? (Buyer persona research!). What can you give away
for free in return for an email address? Make a list
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Match Ads to Ad Groups within the Funnel
Issues
Ad Groups
Ads
Solutions
Ad Groups
Ads
Comparison
Ad Groups
Ads
Brand/Product
Ad Groups
Ads
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Ads in Action: “Accounting Software”
Issues
Accounting Software
Understand New Tax
Rules
Free White Paper; Get
Now
Solutions
Accounting Software
Fast & Easy to Deploy
Affordable Too; Free Trial
Comparison
Accounting Software
24/7 Support; Painless Set-
up
Money Back Guarantee; View Demo
Brand/Product
Paul’s Software
AccountingSoftware- fit every need
Learn More; Free
Consultation
Headline
1st Line
2nd line
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Destination URLs
So we can Track
Ad Groups
Campaigns
Keywords
Ads
In Google Analytics
Make Sure Auto-Tagging is
Checked Under My Account-
Preferences so…
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Google’s URL Builder
Use the URL builder
to track other search
engines, digital media,
or social media visits
with Google Analytics.
Just follow
instructions and
copy/paste URL to
destination link in ad.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Ad Preview with The Preview Tool
See what your ad looks like anywhere you
want, and on a device of choice,
or diagnose any problems
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
BIDDING STRATEGY
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Bidding Considerations for Lead Generation
Bids can be adjusted on a keyword level or ad group level; both can work. Bidding on
keywords takes more time but can be more profitable in the long run.
Two of your key metrics are conversion rates and cost-per-conversion. Bidding
management should be to optimize those metrics. Utilize the Google Conversion
Optimizer to maximize conversions (explained earlier)
Quality Score optimization. As presented previously, the higher your score, the more
effective your campaign will be. For optimal ad rank, you’ll be able to bid lower when a
keyword has a high score
Consider match options with bids. Broad matches are more competitive and will cost
more; plus quality score will be adversely affected. Watch closely this scenario
Competition and ad rank. How important is it to be in the top 3? Granted those positions
get the highest CTR and help quality score, but will those efforts be profitable vs. side
and bottom of page ad positions? Best to test tactics and bid accordingly.
Test the multitude of bidding options as described earlier in Settings and in upcoming
slides.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Determining Maximum Bid
Maximum CPC is the highest you’re willing to pay for a click;
your actual CPCs will be lower most of the time. Ad position
is based on the combination of maximum bid and quality
score. Two recommendations to determine the initial bid:
1. Start small; perhaps even $1.00, then start adjusting up
and down on an ongoing basis. Consider competition, CTR,
conversion rates.
2. Utilize a business formula (see next slide)
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Maximum CPC Formula: Lead Generation Determine spend for each conversion; use desired profit margin to start. Example: $2,000 per conversion
Estimate monthly ad impressions based on history or keywords: Example: 50,000 impressions
Estimate click through rate based on history: Example: 2% CTR
Use pipeline conversion metrics in order to determine a sale-to click conversion rate. Follow below with
examples:
Visitor to inquiry: 10%
Inquiry to MQL: 20%
MQL to SAL: 75%
SAL to SQL: 50%
SQL to Close: 20%
Multiply 50,000 by 2% (1,000), then the product by the pipeline conversions (.10 * .20 * .75 * .50 * .20). Result: 2
sales
Divide sales (2) by clicks (1,000). .2% is the actual sales to click conversion rate.
Multiply cost per conversion goal ($2,000) by conversion rate (.2%), $4.00 is you maximum cost per click bid.
If Your not getting enough volume because your Max CPC is low, increase your Max CPC or work
on quality score improvement. Keep an eye on conversion rates and adjust accordingly.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
How Bidding, Ad Rank, and Quality Score Work Together
Ad Rank Formula: Quality Score x Max CPC
Actual CPC Formula: Ad Rank of advertiser below you * quality score + $.01
On the top we have the
ad positioning of 4
advertisers.
Then, Advertiser 3
increased the Max bid
to improve ad ranking
Advertiser 4 improved
quality score
Compare the ad
positioning now, and
the actual CPC
In both scenarios, there are advertisers bidding and
paying less for higher positions, because of the
quality score. Bottom-line, you just have to balance
bids and quality score in an effort to optimize your
conversion rates and cost-per-conversions.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Bidding Tools from Google
Google comes with a number of tools to help with
the bidding process, besides the ones mentioned
earlier.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Traffic Estimator
By entering search terms, Your Max CPC bid, and a daily budget, we get a sense of
monthly impressions, clicks, and an estimated CPC and ad position, plus costs and
competitive level. For the above, you may wish to increase the Max CPC for
“accounting software” to increase ad position. This is just a guide and always
subject to change.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Bid Simulator; Simulate Bidding Scenarios
View Ad Group simulations when adjusting
Max CPC. Compare total impressions vs.
Top (position 1-3) impressions. Apply bid to
all keywords or the default bid
Test Bid Simulator at the keyword level
and affects of bid increases or
decreases
Caution: These numbers are NOT absolute and change daily depending
on quality score, competition, and other factors. It’s best to use this
for ecommerce sites. Search for bid simulator on Google and you’ll
see a bunch of reviews, good and bad, on this tool. An increased bit
doesn’t necessarily mean increased profit or decrease cost-per-
lead/cost-per sale because of all of the factors involved.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
First Page and Top of Page Bid Estimates
These estimates for 1st
page bid and top page
bid (Above organic
results) are based on
quality score and level
of competition, and
thus can dynamically
change. These
columns can be
selected on the
keyword tab
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Other Bidding Tips
Adjust bids on the Ad Scheduling section of
Settings; adjust bids by day of week or time of day
if, for example, you want to increase bids by a
percentage during 9a-5p work day.
If you focus on clicks; use manual or automatic
CPC bidding. If you focus on conversions, use
enhanced CPC or the conversion optimizer.
Don’t bid for #1 position; lower positions can be
more affordable and may be more profitable. Test.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
LANDING PAGES & CONVERSIONS
Let’s convert
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Principles of Landing Page Conversion Optimization: Single Page or Microsite Destination (Preferred)
Content of landing page must align with the PPC message
and searcher intent
Message must focus on the value of the content or demo you
are offering
Professional Look and Feel; Establishes Credibility
Bullet-point, easy-to-read copy that explains the benefits of
doing business with you
Third-party testimonials build trust in your solutions
Unique Landing Pages for each PPC campaign
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Principles of Website Conversion Optimization: If You Choose to Capture Leads with Main Website
Follow landing page optimization from previous side
regarding your destination page
Build rapport with your prospect; use language in their terms
Engage audiences with your story; prove your solutions solve
their business needs
Compelling headlines- relevant keywords- and help Google
with keyword-laden title tags
Guide prospects to your call-to-action easily, and on every
page when possible; the decision to contact your firm can
occur at any moment during a site visit.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Landing Page Previews
Because you can preview landing pages before clicking now, it’s
upmost to have readable, compelling content to attract audiences
who choose to preview before making a decision to click.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Call-to-Action A properly executed CTA tells
prospects what step they need to
take to become a conversion.
Some best practices:
Match offers to audience needs
throughout the funnel. Early
stage actions lean towards white
papers; later stage actions may
be free consultations or trials.
Don’t have prospects dig for your
CTAs. It’s fine to include a CTA
on most pages to reach those
prospects whenever they’re ready
for a conversion action. And
keep CTAs above the fold.
Make CTAs stand out; bold
graphics and colors, and
compelling action message that
aligns with the offer. Don’t
confuse prospects.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Web Forms for Lead Generation
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Proper Web Form Architecture
Simple fields; keep the number of fields short. Limit
required fields to the bare essentials
Gather minimal intelligence for initial lead
qualification (job title, industry, purchase influence).
(Can always gather more during nurturing process)
Forms that are completely filled out represent
buyers closer to their buying decision and should
be scored as such
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Interesting
research from the
2010 Google/Tech
Target B2B CIO
report
Using Radio
Buttons make it
easy for
prospects to
select choices
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
The Thank You Page The key page that confirms a
conversion; track page via
Google Analytics as well as
Google conversion code
Establishes a relationship;
remind audiences of the value
they are receiving
Opportunity for additional
conversion activity (subscribe
to content; download more
content, register for a video)
Offer surveys and gather
additional intelligence
Promote social media links
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Google’s Website Optimizer
Utilize the optimizer to test landing pages and optimize
conversions
Have meetings with IT or webmasters to help with the
test set-up
URL: http://www.google.com/support/websiteoptimizer
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Other Tools we Use for Optimization
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Track Conversions; Option 1, via Adwords
Create a conversion code to
embed on your thank you
page
Give it a Category
(purchase, sign-up, lead,
page view), and optionally,
a value (if you have multiple
conversion opportunities)
Generate a Code; install.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Advanced Conversion Tracking A View-Through tracks banner/display
ad views prior to PPC conversions, and
thus gives some credit to the effect of
display has on search conversions.
Enabling de-duplication allows only click
conversions to be counted. Disabling
mean conversions are counted twice- as
click conversions and view-through
conversions. And you can customize the
amount of time between the ad view and
the conversion. 30 days is default.
From Google:
Reasons to enable setting
Most of your online advertising activity is conducted through
AdWords and you rely on AdWords Conversion Tracking to
monitor CPA performance
Reasons to disable setting
You're trying to compare campaign information with other non-
Google content campaigns that might not include search click
activity and you want information about placements that are
positively correlated with search ad clicks (for example, users
see your display ad and then click on a search ad or you're
already using another kind of tracking system (e.g. an ad
server)
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Conversion TypesGoogle offers two types of conversion metrics
1-per-Click
If a person performs a
conversion, he is only
tracked as a conversion once
within 30 days after a click
Example: I download a white
paper and subscribe to a
blog, I am counted as 1
conversion.
Many-per-click
If you have multiple
conversion tactics, a person
can be tracked as
conversions multiple times
Example- I download white
papers, sign up for
newsletters, purchase an
item, all within 30 days, I am
counted as 3 conversions
Conversion (1-per-click) tracks unique people performing a conversion. Many-per-click
enables you to track all of the conversion activity even if people are counted more than
once
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Track Conversions, Option 2, Integrate with GA
1. Allow Data Sharing
(from Analytics
settings)
2. Set-up Conversion
Goals from Analytics
3. Import from GA from the
Adwords interface
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
So We Can Track and Optimize…
•Conversion Rate, and Cost-Per-Conversion
•1-per-Click vs. Many-per click
•By campaign, ad group, ads, keywords
•And I can add view-through conversion
metrics as well
It’s a good thing I can use the Conversion
Optimizer and Enhanced CPC to assist in
the process
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
One More Conversion Thing..
Google by default tracks conversions within 30 days of a click. The window
is based on the cookie file remaining on the prospect’s PC. Keep in mind,
conversion tracking is not perfect- consider:
Prospect deletes cookies in between click and conversion
Prospect signs up for a 30-day trial, what if he purchases after 30
days?
What if the prospect clicks on one PC, and converts from a tablet?
The story is different with Google Analytics..
Google Adwords tracks conversions based on 1st touch. That means my initial query gets
credit for a conversion, if that conversion occurs within 30 days. If I did two searches via the
funnel approach as described earlier, my conversion is still based on the first click.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Cookies with Google Analytics
Google Analytics send a number of cookies to a user’s
computer, tracking visitor sessions, unique visitors,
custom variables, and of course traffic sources and
navigation.
User session cookies can last up to 2 years, but traffic
source cookies expire in 6 months, meaning
conversion goals by visitor/traffic source can be
measured 6 months after a visit (as long as cookies
aren’t cleared)
If you’re a techie, you can actually change the default
with some coding, especially if your business has a
long life cycle- from GoogleWhereby Adwords tracks
first click, Analytics tracks
activity based on last click-
an important note to keep in
mind when analyzing data
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Multi-Channel Funnels; Google Analytics Report
This Analytics reports
shows within past 30
days how all traffic
sources assist and
affect conversions.
This attribution report
attempts to give credit
to PPC, social media,
email, and other
sources before the last
click visit that became
a conversion
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Dynamic Phone Number Insertion
Another way to track phone
call conversions is to utilize a
third party call tracking firm.
Simply, unique phone
numbers replace your regular
business phone number on
your website or landing page,
mapped to lead generation
tactics (Google, Social Media,
even keyword)
Benefit. If you rely on phone
calls as well as lead form
conversions, you’ll now be
able to track both conversion
methods and have a true
picture of conversion metrics
by media source.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
A HODGEPODGE OF OPTIMIZATIONS
A review of other major items to review…
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Segment Your Results; Find Trends; Take Action
Click Type
Conversion
Type
Time of Day
Match Type
Day Of Week
Ad Position-
Top 3 vs.
Other
Device Type
Brand New: +1
Annotations!
Were you +1’d
by Google Plus
circle friends
or basic
audiences in
general?
Segments can be found
on campaign, ad group,
ad, and keyword levels
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
How’s My Daily Budget?
Look at what the potential affects are if your campaigns and
adgroups increase their budgets.
Note what potential clicks or impressions you’re not showing for
If your conversion
rates and cost-per-
conversions are
strong, this is an
option to test..
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
See Search Terms
This button on the keyword tab shows actual terms that
users clicked. It’s a nice tool to see what queries
accompanied your match types and their performance.
Add or exclude terms accordingly, and also assign bids
and URLs for those keywords you add.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Opportunities
Google analyzes your campaigns and gives ideas to improve campaign
performance. The categories for opportunities are Budget and Keyword.
Useful tool for when I’m looking for performance ideas and new
keywords.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
MobileSmall text ads may also appear on mobile browsers provided the landing
pages are optimized for mobile. Click to call is also an option for phone
lead capture. Mobile performance can all be tracked with Adwords and
Analytics
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Campaign Competitive Metrics Impression Share: Based on your
settings and budget, the percentage of
times your ads were shown as
compared to the total impressions your
ad was eligible to be shown.
Exact Match IS (Impression Share):
Percentage of time your ads were
shown as exact matches compared to
exact match keyword searches.
Lost IS (budget): Impressions lost due to
insufficient budget.
Lost IS (rank): Impressions lost due to
low ad rank (CPC x quality score)
Again, another measure of what
happens when quality score is
not at good levels; you have to
bid more to recapture
impressions.
In marketing circles, the term
“share of voice” or “share of
wallet” is used to define market
share. Google offers metrics
that also attempts to ascertain
this regarding paid search
share. Utilize when reviewing
budget and competitive activity.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Automated Rules Automated Rules makes account changes
automatically based on specific criteria; with
the benefits of managing optimization time
more effectively.
Automation options:
Bidding, Maximum bids, budgets
Enable or pausing depending on criteria
What variables produce the automated
activity
How often the automation should occur
What history to look at before automation
occurs
Affect keywords, ads, ad groups, or
campaigns
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Automated Rule Examples
Pause or enable ads or campaigns for promotional
events or offers
Pause low-performing ads or keywords based on
selected performance metrics
Adjust bids up or down based on cost per
conversion, desired average position, first page
position, ad scheduling
Adjust campaign budgets based on conversion
goals and daily click activity.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Alerts; Get Notified if Certain Criteria Occur
You can receive email
alerts when certain
conditions you set up
occur. (i.e. failed to
reach daily budget)
Alerts can apply to
specific keywords,
multiple keywords, or
campaigns.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
PPC Management Tips
Analyze best performing campaigns and look to
make them even better; add keywords, test ads,
test landing pages
Analyze low performing campaigns and follow
many of the suggestions in this ebook; review ad
groups/ads/keywords for relevancy/alignment,
pause terms, update match types, test bidding
options.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Why We Need Enterprise Management PPC Tools if Your Firm Qualifies
You have multiple business units and leadership teams
You have a very large amount of products that you promote globally,
meaning you have multiple landing page and content needs
You do business in multiple countries in multiple languages. That
means region-specific keywords, insights, and strategies
You need the technology to upload millions of keywords, with
support for the languages and currencies
You need to do comprehensive testing; multivariate and a/b tests,
comprehensive retargeting, and attribution analysis
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
PPC Management Platforms/Tools
Besides the basic Adwords
interface, these are some of the
other paid programs that help
manage large scale/enterprise
accounts, multiple search engines,
and cross-channel integration.
For DIY Solutions, the Adwords
Editor is a free Google tool that
easily manages bulk changes and
multiple account navigation
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
MEASUREMENT OVERVIEW
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Google Analytics
For Landing Pages/Microsites, purely measure
conversion goals from Thank You pages
For Websites, utilize micro and macro conversions
Macro: The ultimate conversion that leads to an email
capture
Micro: Activity can leads up to a potential macro
conversion, such as time-on-site, pages-per-visit,
bounce rates, page events, pricing page views, and
other relevant metrics
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Google Analytics Goals
Goals should be set up for every
conversion Thank You page,
from a submit inquiry, to a
content download or webinar (if
a form exists)
Goals should be given a value,
either a dollar figure or on a
scale (1-10) so that goals are
measured by priority.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Google Analytics Event Tracking
If your site has
downloadable or
viewable content but
not web forms, you can
still track these
downloads or views,
via Event Tracking.
Again, downloads can
have values to
measure importance.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Conversion Tracking with Google Analytics
With Google Analytics linked to the Adwords account, we’ll be
able to measure the conversion rate and per visit goal value of
the majority of the Adwords elements- campaigns, ad groups,
keywords, ads, landing pages, even match type and ad
positioning.
Remember goal values from before? The “per visit goal value”
is a favorite measure of mine, and it combines all of the values
divided by the visitor sessions. Example:
Keyword: accounting software
Visits: 20
Free Trial Thank you Page: 10 views, worth $10 each, or $100
total value
Pricing/Plans page, 5 views, worth $5 each, or $50 total.
Per Visit Goal Value for that keyword: $150/20 = $7.50
Get it?
Again, this metric can be analyzed via campaign, ad group,
landing page, and ad level
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
A Final Look at PPC Management in Action
Whatever dashboard we use to manage a campaign, by optimizing
specific elements; the growth in ROI is inevitable
In this example, we tweaked each ad group,
1. Early Stage: Lowered CPC, increased landing page conversion rate
2. Mid Stage: Increased click-through rate
3. Later Stage: Increased conversion rate
And by keeping pipeline conversion metrics the same for this example, ROI increases in each scenario
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Ok What Else?
Bing/Yahoo PPC?
Facebook and LinkedIn PPC?
Google Display Network?
Mobile PPC?
Analytics for Profit?
IN A FUTURE EBOOK!
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Our Approach to PPC Management
Plan
• Understand business challenges, review goals and KPI benchmarks, learn target markets, buyer personas, assess value proposition
Research
• Prepare comprehensive search plan, evaluate competition, perform keyword identification, content audit, offer tactics
Launch
• Write ad copy, create landing pages, review conversion architecture, set-up campaigns, integrate analytics
Optimize• Monitor activity, tweak elements, evaluate tactics
Maintain
• Report on results, present and discuss KPI performance with management team, make recommendations, optimize ROI
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
The NuSpark Marketing Offer
Existing campaign?
Free PPC Lead Generation assessment; reviewing all of
the tactics described in this ebook, and making strategic
recommendations*
New campaign?
Free PPC Lead Generation set-up; covers initial
planning, research, and pre-launch phases*
* Free offers require a negotiated minimal 3-month lead generation
engagement, otherwise assessments and or set-up will be billed at $1,000.
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Questions?
Contact Paul Mosenson of NuSpark Marketing
610-812-2725
www.nusparkmarketing.com
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran
Our Values
We fully immense ourselves with your marketing goals, target audiences, and culture so that we truly understand your business
We focus on 24/7 customer service. We treat every client the same; no pecking order. No matter how large or small, every single relationship is equal in our view
We spend your budget like its our own; our goal is to maximize investment-seek the best deals, the best promotions, the best added-value. We strive to drive results like no other firm
We will continually optimize and audit to make sure you’re getting the absolute best value
We pride ourselves on win-win relationships. By creating professional one-to-one relationships with vendors, we typically get increased value and that means increased ROI for you
Paul Mosenson, President, NuSpark Marketing Lead Generation Services
© 2010 Mike Moran