Presented in partnership with Cultivate Communications at the Wisconsin Manufacturing & Technology Show on October 3, 2017. Users got to learn about how PPC has changed over the years, and where our focus should be with paid search.

1. Wisconsin Manufacturing & Technology Show
Google AdWords in 2017

2. Hi. I’m Joe Martinez
@MilwaukeePPC #WIMTS2017
– PPC Hero

3. @MilwaukeePPC@MilwaukeePPC #WIMTS2017

4. About Granular
@MilwaukeePPC@MilwaukeePPC #WIMTS2017

5. Focus Shifting
Away from
Keywords
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6. @MilwaukeePPC #WIMTS2017
15% of search queries
entered in Google
every day have never
been searched before.
Source: http://searchengineland.com/google-reaffirms-15-searches-new-never-searched-273786

7. DSA (Dynamic Search Ads)
@MilwaukeePPC #WIMTS2017
• As voice search grows,
search terms are getting
longer
• Helps avoid adding
hundreds of keywords
people will never search
for again
• Find new keywords to
add to your account

8. You Pick the Pages. Google Finds the Users.
@MilwaukeePPC #WIMTS2017

9. Increase Emphasis on Audiences
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10. Device Audiences in Ads
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11. Action Audiences in Ads
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12. Ad Extensions
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13. Sitelink Extensions
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14. Call Extensions
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15. Location Extensions
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16. Callout Extensions
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17. Structured Snippet Extensions
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18. Message Extension
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19. Why Are Ad Extensions Important?
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1. Most likely will increase your CTRs
2. Extensions have a direct, positive
effect on your Ad Rank

20. Remarketing
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21. Google Analytics Demographic Audiences
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22. Google Analytics Behavior Audiences
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23. Layer Your Remarketing Audiences
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24. My Favorite Tool for Remarketing
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25. Now We Can Track Form Interactions
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26. Where Did the User Drop Off?
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27. Who Do You
Think Is
More Likely
to Come
Back to Your
Site and
Convert?
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28. Customer Match
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29. What Is Customer Match?
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Email
Lists
Users
Online
#WIMTS2017

30. Best Part About Customer Match
@MilwaukeePPC
NEVER
#WIMTS2017

31. AdWords Customer Match Requirements
• Minimum list of 1,000
emails
• Emails must be Gmail or
associated with a
Google account
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32. Where Can I Use Customer Match?
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33. Allows Advertisers to Change the Message
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New users:
Customer list:
#WIMTS2017

34. YouTube
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35. Stop
Assuming
YouTube
Isn’t for You
@MilwaukeePPC #WIMTS2017

36. YouTube reaches over 1
Billion users.
Almost one-third of all
Internet users.
Source: https://www.youtube.com/yt/press/statistics.html
@MilwaukeePPC #WIMTS2017

37. YouTube reaches more
18-34 and 18-49 year-
olds than any cable
network in the United
States.
Source: https://www.youtube.com/yt/press/statistics.html
@MilwaukeePPC #WIMTS2017

38. More than
half of
YouTube
views come
from mobile
devices.
Source:
https://www.youtube.com/yt/press/statistics.html
@MilwaukeePPC #WIMTS2017

39. Try the YouTube Director App
youtube.com/yt/advertise/make-video-ads.html
@MilwaukeePPC #WIMTS2017

40. Choose
Your
Template
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41. Option to
Search by
Industry
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42. Shoot
Recommended
Scenes and
Music
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43. This FREE Video Only Took Us an Hour to Make
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44. Be Specific with Your Video Targeting
granularmarketing.com/youtube-targeting-infographic
@MilwaukeePPC #WIMTS2017

45. Branding with Video Leads to More Interest
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46. More Interest = More Brand Searches
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47. Understanding the Value of Video
“How is YouTube helping my
overall business goals?”
“How is YouTube helping my
direct return?”
@MilwaukeePPC #WIMTS2017

48. Mobile
@MilwaukeePPC #WIMTS2017

49. We Live in a Multi-Touchpoint World
@MilwaukeePPC
Source: https://www.thinkwithgoogle.com/advertising-channels/mobile/device-use-marketer-tips/
#WIMTS2017

50. Mobile Traffic Is Increasing
@MilwaukeePPC
The 3 largest clients I currently manage
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51. If We Spent a Little More Time on Mobile CRO
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52. Do You Think This Site Converts on Mobile?
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53. Now We’re Getting Better
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54. Track Those Calls!
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55. Example of CallRail
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56. Set Up Phone Calls as Goals
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57. Your Marketing Is Better Than You Realized
@MilwaukeePPC
For one of my largest B2B
clients, CallRail goals are over
80% of total goal conversions!
#WIMTS2017

58. Look at the Full Landscape
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59. Shifting Focus
from ROI to
Lifetime Value
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60. Do You Even Know How Much a Lead Is Worth?
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61. Look at Investing into a CRM
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62. You Can Track Lead Value in Analytics
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63. How We Typically Calculate ROI
@MilwaukeePPC
(Revenue – Marketing Cost)
ROI =
Marketing Cost
#WIMTS2017

64. Example If Looking at First, Closed Sale
@MilwaukeePPC
($5,000 – $2,000)
= 150%
$2,000
#WIMTS2017

65. If CRM Says the Customer Buys Same Service 2 More Times
@MilwaukeePPC
($15,000 – $2,000)
= 650%
$2,000
#WIMTS2017

66. LTV Gives Better Data on Where to Funnel Your Dollars
@MilwaukeePPC
Image Source: https://digiday.com/marketing/social-media-marketing-myth/
#WIMTS2017

67. Here are the Slides!
granularmarketing.com/wmts-2017
@MilwaukeePPC #WIMTS2017