Date post: | 14-Jul-2015 |
Category: |
Marketing |
Upload: | internet-marketing-software-wordstream |
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The Greatest Intro to Pay-Per-Click Marketing Ever!
Brought to you by:
www.wordstream.com/learn@larrykim #PPC101
Larry Kim @larrykimFounded WordStream in 2007
Doing PPC for 13 years!
Vote #1 PPC Expert on PPC Hero Blog
Had a kid 8 months ago (#ppckid)
@larrykim #PPC101
Pay-per-click (PPC) experts.We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!).
We make online advertising easy.You can manage AdWords & Bing campaigns in 20 minutes a week.
Premier Google AdWords SMB Partner.Newly recognized for highest quality service and results.
www.wordstream.com/learn
@larrykim #PPC101
Agenda: How to Grow Your Business with PPC
1. Who Should Use AdWords and Why?
2. Setting Up Your First PPC Campaign
3. PPC for Mobile Devices
4. Understanding Remarketing
Larry Kim
(@larrykim)@larrykim #PPC101
Why Advertise on Google?
@larrykim #PPC101
1
#1 Billions of Searches Every Day
When people need something or want to learn about something they search for it!
Larry Kim
(@larrykim)@larrykim #PPC101
Larry Kim
(@larrykim)@larrykim #PPC101
#1 Billions of High Commercial Intent Queries!
#3 Ads Dominate “High Commercial Intent” Searches
Larry Kim
(@larrykim)@larrykim #PPC101
#4 Ads Get 2/3rds of “High Commercial Intent Keyword Clicks”
Larry Kim
(@larrykim)@larrykim #PPC101
#5 Organic Search (SEO) is Getting Harder.
Larry Kim
(@larrykim)@larrykim #PPC101
#6 PPC is Easier to Measure
Larry Kim
(@larrykim)@larrykim #PPC101
Who Should Do PPC?
1. Everyone should do at a minimum a small amount of PPC corresponding to your most important keywords within your key geographies.
2. Businesses that do best are:
• The types of businesses that used to be listed in the yellow pages.
• Businesses with hard to find specialty items or services
• High margins or possibility of repeat business
3. Easy to turn on/off so give it a try!
Larry Kim
(@larrykim)@larrykim #PPC101
Setting Up Your First AdWords PPC Campaign
@larrykim #PPC101
2
Understanding the AdWords Auction
CONFIDENTIAL – DO NOT
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@larrykim #PPC101
Keyword Research Using Google Keyword Planner
Larry Kim
(@larrykim)@larrykim #PPC101
Negative Keywords
Exclude Your Ad From Showing Up if the User’s Search Query Contains Specific Words.
• Examples: • Brands you don’t support
• Locations you don’t service
• “Free”, “Video”, “DIY”, “Training”, etc.
Larry Kim
(@larrykim)@larrykim #PPC101
Keyword Grouping
BAD OK Better
Keyw
ord
s
Fix Fridge, Stove
Repair, fisher and
paykel fridge repairs,
service washing
machine …
Fix GE Fridge, Broken
Fisher and Paykel
Fridge, frigidaire
Fridge parts, Sub-Zero
warranty expired…
GE refrigerator parts,
GE fridge repair, how
to fix ge refrigerator ice
machine ...
Larry Kim
(@larrykim)@larrykim #PPC101
Pro Tip: Be Super Picky
Larry Kim
(@larrykim)
• The Goal is NOT to buy tons of Clicks
• Instead buy as FEW, high quality clicks as possible! Only keywords that correspond to exactly what you do.
@larrykim #PPC101
@larrykim #PPC101
@larrykim #PPC101
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@larrykim #PPC101
@larrykim #PPC101
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Setting Up First Campaign: Key Takeaways
1. Pick Specific, High Commercial Intent Keywords
2. Group Together Keywords With Similar Themes
3. Use Negative Keywords
4. Write Targeted Ad Copy to Provide the Best Answer for the searcher’s Question
5. Great ads get clicked on often and are rewarded by Google with higher ad spots at lower price.
6. Poor Quality ads get punished!
7. So… Key To Success = Great Ads!
Larry Kim
(@larrykim)@larrykim #PPC101
How To Write Better Quality Ads:
Call-Out Ad Extensions
Larry Kim
(@larrykim)@larrykim #PPC101
How To Write Better Quality Ads:
Location Ad Extensions
Larry Kim
(@larrykim)@larrykim #PPC101
How To Write Better Quality Ads:
Site Link Extensions
Larry Kim
(@larrykim)@larrykim #PPC101
Mobile Search Ads
@larrykim #PPC101
3
More Searches on Mobile Than Desktop!
Larry Kim
(@larrykim)@larrykim #PPC101
Mobile Search is VERY Different!
OMG! A
call button!
Larry Kim
(@larrykim)@larrykim #PPC101
CONFIDENTIAL – DO NOT
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Mobile Changes the Flow in a Big Way!
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Contact Rate +& Qualification Dies Quickly
Contact rates significantly drop off after 5
minutes. Why? Declining interest, alternate
solution, etc.
The Hack: Force People To Call You!
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Leverage Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Adjust your bids based on location, time and device —all within a single campaign!
Larry Kim
(@larrykim)@larrykim #PPC101
Bid Using Location, Time and Device
Campaigns have bid adjustment factors for Location, Time and Devices
Larry Kim
(@larrykim)@larrykim #PPC101
Location Based Bid Management
Larry Kim
(@larrykim)
• Bid higher for areas where you do more business.
• Bid less for places where you do less business.
@larrykim #PPC101
Time Based Bid Management
Larry Kim
(@larrykim)@larrykim #PPC101
Device Based Bid Management
Larry Kim
(@larrykim)@larrykim #PPC101
Reflect Urgency in Mobile Ads
Larry Kim
(@larrykim)@larrykim #PPC101
Mobile Search Key Takeaways:
1. More searches on mobile devices than desktops
2. Use Click to Call Extensions to Dramatically increase Value of PPC Marketing
3. Bid based on location, device, and time
4. Write ads based on Location, Device & Time
Larry Kim
(@larrykim)@larrykim #PPC101
4 Understanding Remarketing
@larrykim #PPC101
Why Remarketing?
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your Site
X-
of people abandon their
shopping cart without
completing a purchase
70%
Larry Kim
(@larrykim)@larrykim #PPC101
How Remarketing Works
Users who have
visited your web site
Bring them back to
your website
Larry Kim
(@larrykim)@larrykim #PPC101
Example of Remarketing
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Google Display Network Reach in the US92% reach across millions of sites, videos and devices
Sites Games VideoFeeds MobileSocial media
Adsense publisher network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore 1000 sites
Doubleclick ad exchange
• Hundreds of premium publishers, with hundreds of millions of ad placements available every day
Google O&O properties
YouTube
•1B+ video views/day
•2nd largest search engine
•5% of all online time spent
Google sites
•Finance
•Blogger 8.1M
Display Network
Larry Kim
(@larrykim)@larrykim #PPC101
Typical Reach of Remarketing…
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1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing audience, find
Reach them on between As they visit 20 or more pages on a typical day across
84%…within a month
10-18 days… or more out of the month
5-10 sites… of which all pages and
sites have ad space available to Google Display Network buyers
@larrykim #PPC101
Audience Definition Strategy
• Funnel and Product Based List Segmentation
Larry Kim
(@larrykim)
Define a Customized List of Users to Target Your Ads
Tip: Use Existing Blog Categories!
@larrykim #PPC101
Quality Score Exists on Display Ads
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Higher
CTR =
Lower
CPC
0.1% increase/decrease in CTR yields ~20% increase/decrease in CPC!
@larrykim #PPC101
Larry Kim
(@larrykim)@larrykim #PPC101
Ad Quality on Google Display Network is Terrible
Ad Format on
Google Display Network
Click Through Rate
Text ads 0.23%
Image ads 0.31%
Larry Kim
(@larrykim)@larrykim #PPC101
Image Ads Do MUCH Better vs. Fake Image Ads
Larry Kim
(@larrykim)
Google Display
Network Ad FormatCPC (USD)
Text $2.31
Custom Image $0.48
@larrykim #PPC101
Huge Cost Per Click on Low Quality Ads
WordStream’s Remarketing Ads
Ads that both reinforce WordStream brand while driving to a sale!
Larry Kim
(@larrykim)@larrykim #PPC101
Weird Thing About Remarketing…
Conversion
Rates Increase
With More Ad
Impressions
Larry Kim
(@larrykim)@larrykim #PPC101
Remarketing on Facebook, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
@larrykim #PPC101
Larry Kim
(@larrykim)@larrykim #PPC101
Filter Remarketing Audiences By Purchases
Larry Kim
(@larrykim)@larrykim #PPC101
Filter Remarketing Audience By Income
Remarketing on Twitter, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
@larrykim #PPC101
Email Marketing
• Limit Number of Blasts To Reduce Unsubscribes
• 0.5-2% Unsubscribes Each Blast
• People Need To Opt Into Your List
• Tons of Unqualified Emails on the List
People Based
Marketing
• N/A
• N/A
• N/A
• N/A
Larry Kim
(@larrykim)@larrykim #PPC101
Custom List Ads Are More Like Email Marketing
Search Ads + Mobile + Remarketing = POWER
Larry Kim
(@larrykim)@larrykim #PPC101
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
@larrykim #PPC101