Making Your Budget Stretch: How to Pull Off PPC for SMBs - HeroConf London Presentation
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In this presentation given at HeroConf London, Kirk Williams discusses how to manage PPC well with a limited budget. “You have to spend money to make money” is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition.
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Making Your Budget Stretch: How to Pull Off PPC for SMBs - HeroConf London Presentation
- 1. Title Subtitle Body text HOW TO PULL OFF PPC FOR SMBs Kirk Williams Owner, ZATO Marketing
- 2. Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service
- 3. Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service Low Budget < $2500
- 4. THE BIG QUESTION ABOUT LITTLE PPC Source: Sportsmanagementdegreehub.com/wp- content/uploads/2013/06/5.-Greg-Grant.jpg Can SMB PPC really work? Or are we destined to be outbid and out-budgeted by the big brands?
- 5. Google right now with SMBs:
- 7. “Where money is lacking, skill must abound.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits
- 9. Walk Across Montana Diagonally = 1,279 km
- 10. Walk from London to Liezen, Austria = 1,271 km
- 13. “This is how we are going to rock at SMB PPC.”
- 14. SMB PPC TIP 1 The slower the getaway car, the more important a good head-start. “It’s a setup! Step on it, Vinnie, drive!”
- 15. SMB SETUP STEP 1: Pick a great Search campaign structure.
- 16. SMB SETUP STEP 1: Pick a great Search campaign structure.
- 17. Chuck Norris’ opinion (and mine): WHACK
- 18. “Segment SMB Campaigns by Match Type, by jove.” MORE WHACKS
- 19. … because Budget Control.
- 20. SMB SETUP STEP 2: Start Remarketing immediately
- 21. SMB SETUP STEP 3: Start Bing Ads immediately (note: YMMV for non-US campaigns)
- 22. Naming Campaigns: Avoid Confusion
- 23. Naming Campaigns: Avoid Confusion
- 24. So Remember: The slower the getaway car, the more important a good head-start.
- 25. SMB PPC TIP 2 Budget Like You’re Not American. “don’t buy stuff you cannot afford!”
- 26. In SMB PPC, Budgeting Well is as Essential as, well…
- 27. Idea: Use Shared Budgets Keep TOP (or big spender) campaigns separated
- 28. Idea: Use Shared Budgets Keep TOP (or big spender) campaigns separated Split Remaining Campaigns into Shared Budgets
- 29. Idea: Use ZATO’s SMB Automated Budget Rule Strategy Pause & assign campaign labels throughout the month
- 31. Tip 3: Investigate Shape (formerly Steadybudget) Pull in Google + Bing + FB to control *total* budget See budget projections
- 32. Tip 4: SMB Budget Requests Don’t be a Google rep
- 33. Don’t be a Google rep Use. Data. SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month Tip 4: SMB Budget Requests
- 34. Don’t be a Google rep Use. Data. Make hard, realistic recos SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month __________________ Suggestion: Raise to $2500 Tip 4: SMB Budget Requests
- 35. So Remember: Budget Like You’re Not American. “don’t buy stuff you cannot afford!”
- 36. SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
- 38. Target… Keywords Build out top terms into SKAGs
- 39. Target… Keywords
- 40. Target… Remarketing for Search FYI SMB RLSA CPA FTW LOLZ
- 41. Google claims:
- 42. but…
- 43. 3 Reasons to Pull Out RLSA in SMB Accounts Random bid modifiers = monsters 1
- 44. 1 2 Return customers ≠ new customers 353% Increase in ROAS 588% Increase in CVR Shopping Client vs 3 Reasons to Pull Out RLSA in SMB Accounts
- 45. 3 Budget control, FTW 3 Reasons to Pull Out RLSA in SMB Accounts
- 46. TIP: Beating List Size Requirements User Behavior and/or Micro-Conversions
- 47. SO REMEMBER Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
- 48. SMB PPC TIP 4 Report Like a Tattletale
- 49. SMB Reporting Rule Number 1: Your clients are busy. Don’t waste their attention with pointless metrics
- 50. (Truth Bomb: bounce rate = pointless reporting metric)
- 51. SMB Reporting Rule Number 2: Don’t Over-report Don’t waste your or their time with low budget weekly reporting
- 52. SMB Reporting Rule Number 3: Make it Pretty
- 53. SMB Reporting Rule Number 3: Make it Pretty kerpow
- 54. My SMB Reporting Tool Recommendation
- 55. SO REMEMBER Report Like a Tattletale
- 56. Back to our Big Question: “Are we destined to be out-bid and out-budgeted by bigger competitors?”
- 57. In the words of a wise little green guy: “Your targeting choose wisely, you must. Then, out-maneuver your opponents, you can.”