According to Lauren Vacarello from Salesforce, even startups can afford paid marketing.

1. Paid Marketing on a
Budget
Lauren Vaccarello
Sr. Director Online Marketing
@laurenv
in/laurenvaccarello

2. Getting to Know Each Other

3. I Also Wrote This Book
http://bit.ly/lvb2bbook

4. Agenda
1. PPC 101
1. Keywords
2. Ad Copy
3. Landing Pages
2. Retargeting 101
1. Types of Retargeting
2. When to Use it
3. Q&A and beer

7. Search is the #1 source used in purchase
decisions
Sources used by B2B customers while researching &
shopping for business purchases
Source: Google & Compete, B2B Customer Study, 2012

8. What makes a great PPC campaign?

9. Keywords Give You Insight Into Your Audience
Keywords allow you to:
 Say the right thing to the
right person at the right time
Define your audience:
 Who are they?
 What purchase stage are
they in?

10. Different Types of Keywords
Transactional Keywords
Branded Terms
Bottom of funnel keywords
Indicate Purchase Intent
Drive ROI and SALES
Awareness/Education Keywords
Top of funnel
Rarely leads to purchase
Lead to repeat visit
Measure by repeat visit and
influence

11. Optimizing Transactional Keywords (B2B example)
Offline data integration
1 2 3
Online Adv. Channel Website CRM

12. Identifying and Optimizing Educational KW’s
Assist tracking set up
 ‘View through
conversions’ for Google
Display
 Keywords that lead to
transactional repeat visits
 Can be set up by
integrating:
– Doubleclick
– Bidding Tool like Marin
Software
– Analytics

13. Need a Place To Start Researching KW’s?
Competitive Research

14. ve Y our
Do I Ha
ony?
nti d Cop
tteKiller A
A iting
- Wr

15. Ad Copy Best Practices
 Draw attention!
– Showcase your features
– Showcase your benefits
– Show Unique Selling
Proposition (USP)
 Set expectations about
what’s next:
– A clear call to action

16. Promises

17. Promises
 Make sure your page
title and copy matches
why/how your visitor
arrived
 Make information simple
to access
 If coming through paid
search or display
advertising make sure
content and look and feel
match

18. Imagine You Are the Searcher
 What are you intentions?
 Why are you clicking on
a paid search ad instead
of organic
– Instant gratification?
 What do the ads say?
– What are your
expectations from clicking
on these ads?

22. Free shipping
message is carried
to the landing
page
Nothing about
personalized
ornaments

23. Free shipping
message is carried
to the landing
page
Nothing about
personalized
ornaments

25. Speaks about
personalization!
Large variety of
personalized
ORNAMENTS

26. Wish you had a crystal ball?

27. Need to Have a Plan

28. Know Which Changes Make the Difference

29. Things You Can Test
*Testing chart c/o MarketMotive.com

30. Search Engine Marketing Should
Be a Profit Center

31. Am I
Being
Followed?

32. Retargeting shows
ads on third party
websites to people
who have displayed
some interest in
your brand

33. Retargeting in Action

34. Retargeting in Action

35. Retargeting Results
*http://www.retargeter.com/about/case-studies

36. What is Site Retargeting?
Gets cookied
A user connects with your brand
Surfs the web
Lands on a page designed
just for them. Sees your ads

37. Email Retargeting

38. Video Retargeting

39. Richmedia Retargeting

40. Conversion
Social
Benefits
Features
Brand
Messag
e
Ad Sequencing

41. How To Use
Image c/o wired.com
Retargeting

42. Prospect Finds Your Website

43. They Don’t Fill Out a Form! (the nerve of them)

44. Retarget Form Abandoners and Bring Them Back

45. After You Get Their Contact Information

46. Use Retargeting for Lead Nurturing

47. Already Customers? Cross sell and Up sell!

48. Look
Bigger
Than You
Are

49. Key Takeaways
• PPC is a revenue driver
• Deliver on your promises
• Always be testing
• Retargeting is awesome
• Look bigger than you are

50. Thank You!
Lauren Vaccarello
Sr. Director, Online Marketing
lvaccarello@salesforce.com
@LaurenV

52. Across B2B sub-segments, search is key
92% 91% 97%
of the C-Suite use of Small Business of B2B customers
search engines while customers use search find search useful while
researching business engines while researching shopping for products &
purchases business purchases services for their business
Source: Google & Compete, B2B Customer Study, 2012

53. Making Retargeting Work, Technically Speaking
*Image c/o Joanna Lord from SEOmoz

54. Retargeting Benchmarks
Cost Average
•Should average CTR
less than $5CPM .15%-.3%
Conversions Optimal imp.
•Click through – can per Person
average 3X of PPC •15-20
•View through •3 month
conversion can saturation
average 10:1 of
click through
*http://www.chango.com/blog/measuring-brand-advertising-performance-metrics