Julie Warnecke Paid Media

Foundsm: Proprietary and Confidential Information 1


PPC & Inbound Pairing Paid Search with Inbound Marketing Strategies

#GoInboundMktg


Agenda

• My Background

• Paid Search – Introduction

• Paid Search – Where we have come

• Paid Search – How it helps with Inbound


Paid Search – The Early Years


Paid Search – The Early Years


What is Paid Search?

Internet advertising used to link directly to websites where advertisers pay

publishers via a live auction model when a user clicks on an ad.


What is Paid Search


Where People Click on Paid Ads

Position 1-3 Paid Ads71.24% of all paid clicks

Lower Position Paid Ads

28.76% of all paid clicks


Purpose of Paid Search Elements

Keywords Ad Copy

• Anticipate what search queries consumers will use

• Control the marketing message shown to users

Landing Pages

• Create customized pages to guide visitors to the desired action

Exposure Response Interaction


Online Marketing of the Past


Now? We Know More Than Ever


Attribution


Attribution


Valuable Insights

Share of Voice


How Can Paid Search Help With Inbound?

Why do I need PPC with my Inbound

Marketing?



Understand Your Market

Know who you are playing against so you can devise the right game plan



How big is the online market for your product/service?



Who is your competition?

Not the same as offline



Drive TrafficDrive salesFeed experiment sample sizesCreate a growing data pool


Drive Traffic

• Blog Articles

• White Papers

• CTA’s

These are all important…but…

You still need to get traffic to new pages


Drive Traffic

Drive conversions

Can do this while mapping out and implementing SEO, inbound or email marketing plans



Inform Content Strategy

Know that you’re writing……the right stuff……for the right people……and putting it in all the right places



Search Query Reports

• Drive article and content strategy

how do I evaluate inbound marketing software

Inbound marketing agencies

Inbound marketing software comparisons



Test ad copy and paid search landing pages for

• Calls to Action

• Content

• Lead form placement



Pair PPC Campaigns with Corresponding Inbound Subjects

Test right message with right campaign

Expand your funnel

Push Users down that funnel better


Pair PPC Campaigns with Corresponding Inbound Subjects

Upper Funnel – Awareness – Generate Traffic• KPIs

• CPV (Cost per visit)• Time on Site (seconds)• Pages Per Visit (avg)• Bounce Rate

Mid – Funnel Acquisition - Qualify Traffic• KPIs

• CPA (Cost per acquisition)• Acquisition CVR

• Stylist, Customer, Email Sign ups, Cart Add• Remarketing Buckets

Low Funnel Selling to Convert Traffic• KPIs

• ROI (ROAS)• Orders• eCommerce CVR• Revenue• Avg. Order Value

7+ Touches to convert a sale

4 - 6 Touches to convert a sale

1 - 3 Touches to convert a sale

Strangers

Visitors

Leads

Customers

Promoters


Shrink the Timeline

Fail Fast


Shrink the Timeline

Fail Faster if you Can


What Many Companies Do:

• Let their gut drive content strategy

• Use long content optimization cycles

• Give up before they see the traffic

• Expect each channel to live up to similar metrics


Be a Smart Company:

• Let data guide content strategy

• Optimize content based on current trends

• Review attribution models to account for varying channel performance

• Share information between marketing groups (Social, Content, PPC, SEO, Affiliate)

• Don’t have strict silos for marketing channels


Why Paid Search?

• Understand Your Market• Drive Traffic• Inform Content Strategy• Inbound/PPC Synergies

• Fast Market Insights• Grows Data Pool• Expands Funnel• Shrink Timeline for Results

Key Benefits Strategic Advantages


Thank You