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PAID SEARCH MARKETING (PPC) TIPS FROM OUR EXPERTS(aka: Typical Mistakes by Search Marketers with No Industry Experience)
Peter Troast, Founder & CEO
Energy Circle Webinar Series
June 5, 2019
6/5/19
QUICK OVERVIEW: The Role of Search Marketing in Your Mix
INSIGHTS & OPPORTUNITIES FROM THE EC TEAM (aka: Typical Mistakes & Misses)
DEDICATED, RELEVANT LANDING PAGES
INTEGRATING PPC & FACEBOOK
COORDINATING PPC & LOCAL SERVICES ADS
TAKING ADVANTAGE OF TOPICAL DEPTH IN KEYWORD STRATEGIES
MISSING OUT ON GOOGLE’S LATEST UPDATES & AD FORMATS NEGATIVE KEYWORDS PREVENT UNWANTED CLICKS COMPETITION WITHIN PPC VS THE MARKET
2
What We’ll Discuss
1
2
WHY SEARCH MARKETING?
Google Paid
Google Local
3 Pack
Organic
Local Services Ads
6/5/19 5
Google Ad Revenue
$341 million/day 17% YOY Growth
Alphabet Q1-19 Earnings Report
6/5/19 6
Organic
Google/Bing Paid
Direct
0% 3.2% 6.4% 9.6% 12.8% 16%
2.93%
10.11%
3.93%
15.07%
9.42%
Data from 65 Energy Circle Clients, 12 months of 2018
Buying Intent = High Conversion
AD & LANDING PAGE RELEVANCE
Dedicated, Relevant,
Well Tested Landing Pages
FACEBOOK & GOOGLE ADS IN COORDINATION
5% CTR vs 1-3%
MAXIMIZING LOCAL SERVICES ADS & PPC TOGETHER
12
Local Services Ads—US & Canada-wide
Weigh Your
Other Rankings
KEYWORD STRATEGIES:GOING DEEP WITHIN TOPICS
6/5/19 15
Success on the Periphery
Search Volume 8545
Click Through Rate (CTR) 89.61%
Conversions 1195
Conversion Rate 9.66%
Queries Related to “Cost of”
Energy Circle Data, Q1 2019, Multiple Sectors
TAKING ADVANTAGE OF EVER CHANGING AD FORMATS
6/5/19 17
Ad Creative: “solar installation contractor”
6/5/19 18
Responsive Search Ads
NEGATIVE KEYWORDS: DON’T BURN YOUR ONLINE
MARKETING DOLLARS
6/5/19
Do Not Show Ads for: Planets
Eclipse
Degrees
Elon
Farms
Plug
Charger
Jobs & Salary
Class
Cheap
DIY
Do it yourself
Employer
Pool
20
Negative Keywords are Critical
UNDERSTANDING YOUR COMPETITION: IT’S PROBABLY
DIFFERENT ONLINE
6/5/19 22
Competition Online Often Different
6/5/19 23
Know the Competition’s Promotions
6/5/19
QUICK OVERVIEW: The Role of Search Marketing in Your Mix
INSIGHTS & OPPORTUNITIES FROM THE EC TEAM (aka: Typical Mistakes & Misses)
DEDICATED, RELEVANT LANDING PAGES
INTEGRATING PPC & FACEBOOK
COORDINATING PPC & LOCAL SERVICES ADS
TAKING ADVANTAGE OF TOPICAL DEPTH IN KEYWORD STRATEGIES
MISSING OUT ON GOOGLE’S LATEST UPDATES & AD FORMATS NEGATIVE KEYWORDS PREVENT UNWANTED CLICKS COMPETITION WITHIN PPC VS THE MARKET
24
What We’ll Discuss
1
2
