Search Engine Marketing Workshops Advanced PPC: Making The ROI Grade

September21,2016DirectMarke4ngAssocia4on,NorthernCalifornia

&TheOnlineMarke4ngIns4tute

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JohnThyfault

VP,SearchEngine&SocialMediaMarke5ng,BeasleyDirectMarke5ng,Inc

Workshop Agenda

•Digging Into Data •High Level Targeting •Targeting The Right Customer With Ad Extensions •Shared Libraries - Account Wide Tools •Shopping & Remarketing Campaigns •Landing Pages and User Profiles •Final Notes

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About The InstructorJohn Thyfault, VP, Search Engine & Social Media Marketing at Beasley Direct Marketing John Thyfault has more than 20 years of marketing, sales and product development experience. His knowledge of search engine optimization (SEO), pay per click (PPC) marketing and social media marketing, combined with an in-depth understanding of customer identification, market analysis and segmentation, allows him to deliver high returns on client marketing investment. Prior to working with Beasley Direct, John was Senior Client Services Project Director at ThirdAge.com, a first wave baby boomer lifestyle and community website. At ThirdAge he successfully led major client sponsorships for Tylenol, American Century, Intel, IBM, and Revlon. John has led workshops for the Silicon Valley American Marketing Association, the Direct Marketing Association in Northern and Southern California and the Business Marketing Association. He also teaches Search Engine Marketing at University of California, Santa Cruz, Extension in Silicon Valley and is currently leading day long seminars as part of the Online Marketing Summit's 2011 International Tour.

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About Beasley Direct Marketing

Beasley Direct Marketing, Inc. provides copywriting, design, programming, and consulting services for the following direct marketing channels:

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• Search(PPCandSEO)• EmailCrea5ve,Design,DeliverabilityAudits,

andBroadcast• Directmail(withandwithoutPURLs)• LandingPageDesign(withandwithoutPURLs)• Mobile• Video• Social• WebsiteDesign• Catalog/eCommerce

• Brochure,WhitePaper,andGuidecopyanddesign

• ListBuildingandCRMDatabaseManagement• Telemarke5ng• Transla5onforalloftheabove• Execu5veDashboardTracking,Repor5ng,and

LeadAssignment

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Digging Into PPC Data

Optimization Strategies

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MarinSoPwareInc.,TakingPaidSearchPerformancetotheNextLevel,2012

Explore Your Data

• Google currently has a great number of ways to slice and dice your data • Dimension reports • Column Choser • Campaign • Ad Group • Account

• Google is always coming out with new, live data, flexible and customizable reporting structures that allow you to analyze data on steroids!

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Look At Your Dimension Repots

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Filters Are Our Friends

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Segment Your Data

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High Level Targeting

Targeting Options

• There are lots of targeting options • Understand your customer’s buying behaviors • Do they research and buy during business hours, if

so, which ones • Geo-targeting • FYI Bing does not allow targeting by county

• Target by platform •Mobile, laptops, desktops, lightweight browsers

• Content/Google Display Network Targeting

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Targeting OptionsNetworks

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Targeting OptionsSearch Network Features

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Targeting OptionsGoogle Display Network

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Targeting OptionsGeo-Targeting

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Targeting Options Geo-Targeting• Identify your audience and where they search • Global region, country, state, region, city, zip code &

hand mapped • Target the right sized area • Sunrise, AZ vs. Phoenix Metro

• Use keywords to geo target • Phoenix motorcycle shops • Phoenix Cycle Gear • Tempe motorcycle gear

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Targeting OptionsGeo-Targeting• Can set up multiple locations to target by: • Zip code • DMA region • County (AdWords Only), State, Country, Continent,

Global Region • Area code

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Geo-Targeting Cautions

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Day Part & Week Part Targeting

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A message from Google

Day Part & Week Part Targeting

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Day Part & Week Part Targeting

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Day Part & Week Part Targeting

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Day Part & Week Part Targeting

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Targeting Options Types of Screens

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Targeting The Right Customer With Ad Extensions

Targeting With Ad Extensions

• There are a number of ad extensions that extend and focus your campaigns • Sitelinks Extension • Location Extension • Review Extensions • Call Extension • App Extension

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Targeting With Ad Extensions

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Targeting With Ad Extensions

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Targeting With Ad Extensions

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Site Links Extension

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Site Links Extension

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Geo-TargetingLocation Extension

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TargetingApp Extension• The App extension allows you to directly link the the

Apple App Store or the Google Play store to download an app for the mobile device

• Link can start download immediately or link to description in the store

• Smart links based on device and OS • Can customize the display for different devices

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Shared Libraries - Account Wide Tools

Shared Libraries

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Bid Strategies

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Bid Strategies

•Enhanced CPC •Target Search Page Location (ad’s position) •Target CPA •Maximize Clicks •Target Return on Spend •Maximize Conversion •Maximize Revenue

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Shopping & Remarketing Campaigns

Shopping Campaigns

• Used to be called Product Listing Ads • Shopping Ads are more retail centric • These are being rolled into shopping ads by late

August • Display image ads with price and seller as separate

group of ads on Google Search, Google Shopping and most Google Partner networks

• Based on a xml feed of products uploaded to your Google Merchant Center Account

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Shopping Campaigns

• Base organizational unit is the Product Group • Ads can be targeted by attribute (color, price, size, in

stock, etc) • Custom labels can be created to combine different

attributes • Can set different priorities by campaign if one product is

in multiple campaigns • Has the ability to have dynamically inserted elements • Stock levels • Geo locations, etc

• Can be used for local bricks and mortar locations also

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Shopping Campaigns

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Remarketing Ads and Lists

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Remarketing Campaigns

• Ads that appear on partner/display sites after you have visited the target site once

• Text, graphic and/or rich media • Also known as “stalker ads” as they can follow you

around the internet • Can also appear on the search network as text ads

(RLSA)

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Remarketing Campaigns

• Starts with a visit to your website where the visitor is added to a remarketing list

• You can define remarketing lists based on visit characteristics such as pages visited, items added to cart, cart abandonments, time on site, etc.

• Ads then are created to match the list characteristics. e.g. you browse a site for motorcycle helmets and ads from that site follow you across the web showing the helmets you looked at

• Can help to improve your conversion rates by targeting customers who have already come to your site

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Remarketing Campaigns

Controls on your remarketing lists for the number of impressions, length of time since last visit, number of times ads are clicked by a user can all help you to limit the “ick/stalker” factor

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Landing Pages and User Profiles

Structuring An EffectivePPC Campaign: Landing Pages• Your keywords conversion rate will vary depending on

how your landing page is designed • Know who you want to target with your landing page:

info seekers, shoppers, buyers • When selecting keywords, think conversion not just

traffic volume • Keyword placement and relevance on the page will

drive your conversions • Different Landing Pages for Search PPC vs. Display

PPC

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Structuring An EffectivePPC Campaign: Landing Pages• Short and Sweet Sells The Solution • Have multiple, clear calls to action on the page that

match your ad creative • Offer alternative for those who are not ready to buy -

“Save Itinerary,” “Sign up for our informative newsletter” • Continually test copy, graphics, page layout

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Structuring An EffectivePPC Campaign: Landing Pages• Landing Page Type • Landing Page Goals • Conversion Type • Sale • Lead • Time on Site

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Structuring An EffectivePPC Campaign: Landing Pages•Where is the user in the sales cycle

• Awareness • Exploration

• Interest • Information Gathering

• Desire • Focused Comparison Research

• Action • Decision-Best Pricing Period • Closing The Sale • Post Sale

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Structuring An EffectivePPC Campaign: Landing Pages• How will the user behave on the site? • Build a persona and roles for your user • Defined by sales cycle, demographics and

psychographics • What can you control on your site/page?

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Structuring An EffectivePPC Campaign: Landing Pages• Find the Problems • Audience Role Modeling • Web Analytics • Usability Testing and Reviews • Surveys & Focus Groups • Eye Tracking • Customer Support Team

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Structuring An EffectivePPC Campaign: Landing Pages• Single Page Conversions (oh, so nice!) • Multi Page Conversions • Multi Branch Conversions (Browse & Buy Many)

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Landing Page Goals

• Category Pages • Present products in large groups in an attractive

manner • Provide enough info to distinguish among items • Provide means to sort and filter items • PROVIDE A CLEAR PATH TO NEXT STEP

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Landing Page Goals

• Details Pages • Often the landing page for more specific keyword

searches • Need to match the info that led user to it • PPC Ad •Category Page Full Product Info

• Strong Calls To Action • Obvious Options Clearly Spelled Out • Keep The Clutter Down!

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Landing Page Goals

• Forms • Trade off of info required to value of offer • What happens on submission? • How far am I in the process? • Is the form secure and what will the info be used for

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Final Notes

• Every click on every ad and keyword can give you actionable information on your desired audiences.

• Mine the data that you are getting to understand your users.

• Look for new uses and audiences for your product • Use your data to target the right user • Structure your campaigns to reflect this targeting • Your landing pages are key to a strong campaign

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New Link Building White Paper

A great introductory background on link building with a series of good strong tactics to help move your campaign forward.

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Optimize Your Landing Pages With This Guide• Optimize your landing pages with this 10-page, hands-

on guide offering tips on: –Design –Personalization –Offers –Usability

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hVp://www.BeasleyDirect.com/Landing-Pages-Guide.html

Learn How to Optimize Your Emails

Learn how to optimize your emails for delivery through spam filters and for consistency across email browsers in this handy guide. Learn how to:

»Get your email around spam filters »Make your email look consistent

across browsers »Optimize your design for blocked

images and preview panel

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hVp://www.BeasleyDirect.com/Email-Audit-Guide.html

New Guide on Multichannel Marketing

Hot off the press, this new guide offers tips on how to save money and optimize effectiveness

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hVp://www.BeasleyDirect.com/Mul5-Channel-Marke5ng

John Thyfault http://www.beasleydirect.com/search_marketing.html

jthyfault @ beasleydirect.com 650-323-1881 @JohnThyfault

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