Big profits can happen for $1000 or less per month! i talk about AdWords, Facebook, Display, and Bing and how to get those networks to work together for ultimate profit.
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Agenda
• Budgets By Network
• How to Make the Most of Your Budget
• Signals of Growth/Case Studies
• Work across the entire WordStream book of
business
• Started working in Digital Marketing in 2008
• I call my husband, my lovely…we’re very nerdy
A Little About Me
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Ryan Reynolds (aka Deadpool) was asked one of the
most important questions: which ad network is
better?
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• Really smart, rich, and powerful.
They’re constantly changing their
look to set trends.
• Sometimes over fixates on the little
things
• Only dates power players like them.
Meet Alpha Adwords
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• Sometimes roped into going out
with the wrong people as a favor to
the other Chris’s.
• Tries to create value for you
through experimental projects.
• Invests a lot into special effects,
that don’t always land.Meet Dreamy Display
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• Often overlooked, but has looks
and smarts in their own right.
• Is a little nerdy and prefers a cheap
date of gaming over a night on the
town.
• Loves art and appreciates those
who draw for them.
Meet Bashful Bing
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• Really laidback and is down to
party whenever and however you
want.
• Struggles to reconcile their love of
retro payments with forward
thinking design.
• Sometimes gets in trouble for their
openness, and doesn’t always get
taken seriously despite being
quietly loaded.
Meet Fun Facebook
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In the Old Days, Advertising was a Monogamous
Relationship
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How Much Do You Make When A Prospect Becomes a
Customer?
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Are All Parts of Your Business Equal, or Should We Be
Playing Favorites?
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Can You Focus Your Advertising Efforts into Being a Big
Fish in a Little Pond?
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Depending On Your Answers, You Will Need to Use
Some Filters
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Pick the Right Time to Make Your Move
0
2
4
6
8
10
12
14
16
18
20
Conversions
Conversions by Day Of Week
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Saturday
CPA $9.29
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Meet the Yentas of Online Advertising: Remarketing
Lists for Search Ads & Customer Match
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• Bid more/less aggressively on
certain users.
• Target exclusively those users so ad
copy can be the perfect match.
• Begin weighting different behaviors
and interactions with your brand.
Using RLSA/Customer
Match You Can:
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The Average User Takes 3.58* Exposures to Your Brand
to Act. Your Budget Might Need Other Networks to
Make the Introduction
*Based on 5000 accounts running AdWords and Display
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One of the Most Costly Mistakes Advertisers Make is
Combining Search & Display in the Same Campaign
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Display Average CPC’s Are Cheaper – Google Could Be
Fooled into Funneling More Budget into Display Than
Search
0
0.5
1
1.5
2
2.5
3
3.5
0
200
400
600
800
1000
1200
1400
Display Search
November 2017
Clicks Conversions Average cpc
10%
conversion
rate vs 4%
conversion
rate
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Ignoring the Inexpensive Blitzing Power of Display
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Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to Pick-up
$16.54
Budget
168550
Impressions
701
Clicks
*Average monthly budget, impressions and clicks
across 4000 accounts (no budget over $50 and no
budget under $1)
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• Exclude mobile apps
• Check content for brand integrity
• Audit placements for cost
effectiveness
• Have remarketing tag placed
BEFORE starting display campaign.
Friends Don’t Let Friends
Party With Display Without
A Game Plan.
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• Ad group level location and
schedules
• No “unknown” demographics (just
can’t completely exclude).
Budget-Saving Bing Unique
Traits
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• Not all bidding strategies carry over
– make sure you’re bidding to rank!
• Bing serves ads in the time of the
user – audit your schedule!
• Extensions can lead to conversions
– make sure they’re set up
correctly!
What to Check For:
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• Focused optimization efforts on
prime prospects, and layered in
demographic targeting/bid
adjustments.
• Launched Facebook lead campaign,
which allowed for branding and
acquisition
• Supplemented winning search
campaign with Bing
Main Action Items:
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• Segmented giant campaign into
micro campaigns focused on
specific locations.
• We audited each location for how
users searched and paused
variations driving up the spend.
• Imported successful campaign into
Bing (allowing for further location
targeting).
• Ran Facebook look a like campaigns
on services that were too expensive
to achieve on search.
Main Action Items:
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Action Item #1: Audit All Networks for Auction Prices
That Could Be Running Away With Your Budget.
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Action Item #2: Build in Remarketing Lists So Your Ad
Spend Can Empower Itself Rather Than Live in a
Vacuum
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Action Item #3: Audit Your Copy For Each Stage of the
Buying Cycle
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Action Item #4: Conduct an Honest Audit of Your
Business’s Profit Centers, Lead Values, and Growth
Trajectories
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Action Item #5: Create Criteria for Campaigns That
Account for Growth – and Don’t Be Afraid to Take Your
Relationship With Your Budget To the Next Level!