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
5.
6.
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
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
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
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?
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
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
Notas do Editor
Then they click on your ad. Okay great.
SEARCH IS AT THE VERY HEART OF GOOGLE IT’S THE #1 ONLINE RESOURCE B2B CUSTOMERS TURN TO WHEN SHOPPING FOR BIZ PURCHAES IT’S ONE OF THE KEY ELEMENTS THAT PUTS A DECISION MAKER 57% OF THE WAY TOWARDS A PURCH DECISION BY THE TIME YOU GET A LEAD GENERATED OR A SALES REP IN FRONT OF THEM.
To cut …
Combined slides 18-19
Testing is still a good idea, even when you think it is a sure thing… Short form test
Have to have a plan when you do a test… Radical changes vs.
Have to have a plan when you do a test… Radical changes vs. MVT
Have to have a plan when you do a test… Radical changes vs. MVT
Retargeting shows ads on third party websites to people who have displayed some interest with your brand
Now, someone doesn’t even need to come to your website for you to be able to target them with your message. This about how this can super charge your third party lead lists
You can retarget people who watch your YouTube videos. Create retargeting pixel in Adwords. Embed it in your YouTube account. If someone watches the video, they are added to a retargeting list. Advanced: Combine your GA and YouTube cookie lists, so if someone visits your website, you can retarget them with True View ads
Now picture the ability to build your marketing list by people who may have never seen or interacted with your brand before. Imagine what you can do with something like that.
It takes 7-12 marketing touches for a message to be remembered Retargeting allows you to create a journey of messages as your audience browses the internet
Build retargeting strategy based on giving them ideal set of messages to help convey them to buy your product Have separate messaging based on the form or product they abandoned Identify key pages and make sure to up your bids for retargeting The vast majority of people visiting your website will leave and never return without ever giving you a scrap of information. This is your chance to do something about it.
Retarget people who have completed a form with messaging that confirms purchase decision Speak with sales about what are their most compelling messages Tie length of the campaign with average sales cycle If you have marketing automation, overlay this with email retargeting Embed an email retargeting pixel in each email Tie their web journey with their email journey to provide a more customized experience
AND IT’S UNIVERSAL ACROSS ALL KINDS OF DECISION MAKERS 92% OF THE C-SUITE 91% OF SMALL BUSINESS OWNERS AND NOT SURPRISINGLY, THEY ALL FIND IT USEFUL AND KEEP COMING BACK.
