Wordstream & Infusionsoft: The Greatest Intro to PPC Marketing Ever [Webinar]

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


Larry Kim


#1 Billions of High Commercial Intent Queries!

#3 Ads Dominate “High Commercial Intent” Searches

Larry Kim


#4 Ads Get 2/3rds of “High Commercial Intent Keyword Clicks”

Larry Kim


#5 Organic Search (SEO) is Getting Harder.

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#6 PPC is Easier to Measure

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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


Setting Up Your First AdWords PPC Campaign

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2

Understanding the AdWords Auction

CONFIDENTIAL – DO NOT

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Keyword Research Using Google Keyword Planner

Larry Kim


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


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


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.

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@larrykim #PPC101

@larrykim #PPC101



@larrykim #PPC101

@larrykim #PPC101

@larrykim #PPC101

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


How To Write Better Quality Ads:

Call-Out Ad Extensions

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Location Ad Extensions

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Site Link Extensions

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Mobile Search Ads

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3

More Searches on Mobile Than Desktop!

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Mobile Search is VERY Different!

OMG! A

call button!

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Mobile Changes the Flow in a Big Way!



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!



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


Bid Using Location, Time and Device

Campaigns have bid adjustment factors for Location, Time and Devices

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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.

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Time Based Bid Management

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Device Based Bid Management

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Reflect Urgency in Mobile Ads

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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


4 Understanding Remarketing

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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


How Remarketing Works

Users who have

visited your web site

Bring them back to

your website

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Example of Remarketing



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


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

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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!

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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!

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Larry Kim


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%

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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


Weird Thing About Remarketing…

Conversion

Rates Increase

With More Ad

Impressions

Larry Kim


Remarketing on Facebook, Too!

Larry Kim

(@larrykim)

Target Website Visitors OR Custom Lists

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Larry Kim


Filter Remarketing Audiences By Purchases

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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


Custom List Ads Are More Like Email Marketing

Search Ads + Mobile + Remarketing = POWER

Larry Kim


www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

@larrykim #PPC101

Thank you!

@larrykim

@[email protected]

@larrykim #PPC101