Making Your Euros Stretch: How to Own Limited Budget PPC
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“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. Are we destined to be outbid, and outgunned by our deeper-pocketed foes, or are their ways we can be smarter with PPC that will help us grow to the point of big-budget-bliss? In this 3XE Digital (Dublin, Ireland) presentation, Kirk will be sharing with you a number of very specific, tried-and-tested tips for Google AdWords and Bing Ads. These tips have been proven to optimize ultra-targeted campaigns, but with low budget.
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Making Your Euros Stretch: How to Own Limited Budget PPC
- 1. #3XE | Dublin 2017 @PPCKIRK SUCCEED AT SMB PPC
- 2. #3XE | Dublin 2017 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service
- 3. #3XE | Dublin 2017 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service Low Budget < €2000
- 4. #3XE | Dublin 2017 @PPCKIRK THE BIG QUESTION ABOUT LITTLE PPC Can SMB PPC really work? Or are we destined to be outbid and out-budgeted by the big brands? Source: Sportsmanagementdegreehub.com/wp-content/uploads/2013/06/5.-Greg-Grant.jpg
- 5. #3XE | Dublin 2017 @PPCKIRK Google right now with SMBs:
- 6. #3XE | Dublin 2017 @PPCKIRK … buuuuuut, SMB reality.
- 7. #3XE | Dublin 2017 @PPCKIRK “Where money is lacking, skill must abound.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits
- 8. #3XE | Dublin 2017 @PPCKIRK
- 9. #3XE | Dublin 2017 @PPCKIRK Walk Across Montana Diagonally = 1,279 km
- 10. #3XE | Dublin 2017 @PPCKIRK Walk from London to Liezen, Austria = 1,271 km
- 11. #3XE | Dublin 2017 @PPCKIRK
- 12. #3XE | Dublin 2017 @PPCKIRK
- 13. #3XE | Dublin 2017 @PPCKIRK “This is how we are going to rock at SMB PPC.”
- 14. #3XE | Dublin 2017 @PPCKIRK 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. #3XE | Dublin 2017 @PPCKIRK SMB SETUP STEP 1: Pick a great Search campaign structure.
- 16. #3XE | Dublin 2017 @PPCKIRK SMB SETUP STEP 1: Pick a great Search campaign structure.
- 17. #3XE | Dublin 2017 @PPCKIRK Chuck Norris’ opinion (and mine): WHACK
- 18. #3XE | Dublin 2017 @PPCKIRK “Segment SMB Campaigns by Match Type, by jove.” MORE WHACKS
- 19. #3XE | Dublin 2017 @PPCKIRK …because Budget Control.
- 20. #3XE | Dublin 2017 @PPCKIRK SMB SETUP STEP 2: Start Remarketing immediately
- 21. #3XE | Dublin 2017 @PPCKIRK SMB SETUP STEP 3: Start Bing Ads immediately (note: YMMV for non-US campaigns)
- 22. #3XE | Dublin 2017 @PPCKIRK So Remember: The slower the getaway car, the more important a good head-start.
- 23. #3XE | Dublin 2017 @PPCKIRK SMB PPC TIP 2 Budget Like You’re Not American. “don’t buy stuff you cannot afford!”
- 24. #3XE | Dublin 2017 @PPCKIRK In SMB PPC, Budgeting is as Essential a Partner as…
- 25. #3XE | Dublin 2017 @PPCKIRK Idea: Use Shared Budgets Keep TOP (or big spender) campaigns separated Split Remaining Campaigns into Shared Budgets
- 26. #3XE | Dublin 2017 @PPCKIRK Idea: Use ZATO’s SMB Automated Budget Rule Strategy Pause & assign campaign / AG / KW labels throughout the month
- 27. #3XE | Dublin 2017 @PPCKIRK
- 28. #3XE | Dublin 2017 @PPCKIRK Idea: Investigate Shape (formerly Steadybudget) Pull in Google + Bing + FB to control *total* budget See budget projections
- 29. #3XE | Dublin 2017 @PPCKIRK Idea: SMB Budget Requests Don’t be a Google rep
- 30. #3XE | Dublin 2017 @PPCKIRK 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 Idea: SMB Budget Requests
- 31. #3XE | Dublin 2017 @PPCKIRK 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 Idea: SMB Budget Requests
- 32. #3XE | Dublin 2017 @PPCKIRK So Remember: Budget Like You’re Not American. “don’t buy stuff you cannot afford!”
- 33. #3XE | Dublin 2017 @PPCKIRK SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
- 34. #3XE | Dublin 2017 @PPCKIRK Targeting… Keywords Prioritize [exact]
- 35. #3XE | Dublin 2017 @PPCKIRK Targeting… Keywords Build out top terms into SKAGs
- 36. #3XE | Dublin 2017 @PPCKIRK Targeting… Keywords
- 37. #3XE | Dublin 2017 @PPCKIRK Targeting… Remarketing for Search FYI SMB RLSA CPA FTW LOLZ
- 38. #3XE | Dublin 2017 @PPCKIRK Google claims:
- 39. #3XE | Dublin 2017 @PPCKIRK but…
- 40. #3XE | Dublin 2017 @PPCKIRK 353% Increase in ROAS 588% Increase in CVR Shopping Client vs 2 Reasons to Pull Out RLSA in SMB Accounts 1 Return customers ≠ new customers 2
- 41. #3XE | Dublin 2017 @PPCKIRK 1 Return customers ≠ new customers 2 Budget control, FTW 2 Reasons to Pull Out RLSA in SMB Accounts
- 42. #3XE | Dublin 2017 @PPCKIRK SO REMEMBER Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
- 43. #3XE | Dublin 2017 @PPCKIRK SMB PPC TIP 4 Report Like a Tattletale
- 44. #3XE | Dublin 2017 @PPCKIRK SMB Reporting Rule Number 1: Your clients are busy. Don’t waste their attention with pointless metrics
- 45. #3XE | Dublin 2017 @PPCKIRK (Truth Bomb: bounce rate = pointless reporting metric)
- 46. #3XE | Dublin 2017 @PPCKIRK SMB Reporting Rule Number 2: Don’t Over-report Don’t waste your or their time with low budget weekly reporting
- 47. #3XE | Dublin 2017 @PPCKIRK SMB Reporting Rule Number 3: Make it Pretty
- 48. #3XE | Dublin 2017 @PPCKIRK SMB Reporting Rule Number 3: Make it Pretty POW!
- 49. #3XE | Dublin 2017 @PPCKIRK My Reporting Tool Recommendation
- 50. #3XE | Dublin 2017 @PPCKIRK SO REMEMBER Report Like a Tattletale
- 51. #3XE | Dublin 2017 @PPCKIRK Back to our Big Question: “Are we destined to be out- bid and out-budgeted by bigger competitors?”
- 52. #3XE | Dublin 2017 @PPCKIRK In the words of a wise little green guy: “Your targeting choose wisely, you must. Then, out-maneuver your opponents, you can.”
- 53. #3XE | Dublin 2017 @PPCKIRK Thank You! Slides + Links: zatomarketing.com/3XE