IWCE PPC Webinar Tues 130.pptx
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Originally presented at the International Window Coverings Expo 2022 in Fort Lauderdale FL. Leveraging PPC for more Leads
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IWCE PPC Webinar Tues 130.pptx
- 1. 1 HOW TO MAXIMIZE YOUR LEAD FLOW WITH PPC & GOOGLE ADS
- 2. 2 You’re About to Discover… • What is PPC? • How to structure your Pay-Per-Click marketing campaign for minimum cost per lead & maximum ROI • Landing Pages • Important KPIs & Tracking • What’s Working Now? • Why PPC is key to unlimited scalability in terms of lead flow for your window treatment business • Why Most PPC Campaigns FAIL
- 3. 3 Who Am I & Why Should You Listen to Me?
- 4. 4
- 5. 5 The Digital Dominance Method
- 6. 6 The Digital Dominance Method
- 7. 7 Have you used PPC as part of your lead generation in the past?
- 8. 8 Should PPC Be Part of My Overall Internet Marketing Strategy?
- 9. 9 Biggest Impact on Lead Generation
- 10. 10 “Home Services” category SEO = 3.4% average PPC = .36% average
- 11. 11 This is Not About One vs Another
- 12. 12 Making PPC Work for Top Results
- 13. 13 The Digital Dominance Method
- 14. Yes! PPC Should Be Part of Your Internet Marketing strategy • Start showing up quickly • Show up as often as possible where your customers are looking • Show up for non geo-modified terms “shutters”, “drapery”, “awning repair”, “canopies”, etc • Unlimited scalability * 14 * requires unlimited budget!
- 15. 15 PPC 101
- 16. 16 Lots of PPC Platforms 16
- 19. 19 Search Ads = Most Common
- 20. 20 Search Ads = Most Common
- 24. Top-level “categories” for each silo of your business Brand Campaign Generic Window Treatments Hard Treatments Soft Treatments Upholstery Repair Commercial Campaigns
- 25. Your campaign must be broken into smaller ad groups targeting the various services that you provide so that your text ads match what the person typed Hard Treatments •Blinds •Shades •Shutters Upholstery • Bedding • Furniture Soft Treatments •Drapery/Curtain •Swags •Valances AdGroups Cleaning or Repair •Commercial •Hospitality •Govt •Residential Commercial •Restaurants •Hospitality •Gov’t •Churches
- 26. 26 Ads
- 27. Broad Match draperies window treatments draperies dallas dallas drapery Keyword Types – Broad Match
- 28. Broad Match Modified Broad Match Phrase Match Exact Match Keyword Types
- 29. Modified Broad Match +draperies +window treatments +drapery +Dallas +Draperies +Drapery + Dallas Keyword Types – Modified Broad Match
- 30. Phrase Match “awnings Near Me” “awnings in Dallas” “Dallas awnings” Keyword Types – Phrase Match
- 31. Exact Match [Dallas drapery] [awnings in Dallas] Keyword Types – Exact Match
- 32. 32 Jobs Careers Association Auto, Boat, etc Negative Keywords
- 38. 38 Less is More
- 39. 39 Tell Them What You Want Them to Do
- 41. 41 Ad Scent
- 42. 42 One Decision
- 45. 45 Ad Extensions
- 46. 46 Ad Extensions: Denver Window Treatments Look at how much more space they get vs the competition!
- 47. 47 Landing Pages
- 48. 48 Landing Pages
- 50. 50 Website Landing Pages • Home Page (generic searches only!) • Product pages (match to AdGroup) • Specials page (match to keywords) • Blog articles (typically not purchase based) • City Pages (match by keyword or geo) • Contact Us page (not a great customer experience/no “courting”)
- 51. 51 Website Landing Pages PROs • More information • They can look around • Great for people in “research mode” CONs • More information/choices • They can look around • Difficult to test/many variables • Potential lost opportunity (and budget) due to distractions
- 53. 53 Squeeze Landing Pages • Product-specific • Meant to do one thing • Caters to “purchase mode”
- 54. 54 Squeeze Landing Pages PROs • “to the point” • No distractions • Only one way out • Easy to test • Great for people in “purchase mode” CONs • Less information • They can’t look around
- 56. 56 Step 1: Set Up Conversion Tracking
- 57. 57 Step 1: Set Up Conversion Tracking
- 58. 58 Step 1: Set Up Conversion Tracking
- 59. Don’t even think about spending another penny till you have conversion tracking in place! 59
- 60. 60 Call Tracking
- 62. •Total Spend •Average Cost Per Click •Average Cost Per Lead (Calls, Web Forms, Chat) 62 Most Important KPIs
- 66. 66 Maps Ads = Secret Weapon?
- 72. 72 Costs
- 73. 73 Costs
- 74. 74
- 75. 75 Why Most PPC Campaigns Fail
- 76. 76 Failure to Understand Auction Process
- 77. 77 Add Ads in One Bucket
- 78. 78 Add Ads in One Bucket (great way to blast through a budget real fast!)
- 79. Ads Don’t Match Landing Page
- 80. 80 No “Obvious Next Step”
- 82. 82 YourWebsite.com window treatments draperies shutters awnings window coverings canopies blinds Wrong Landing Page
- 83. • How much of my budget will go to Google AdWords spend vs. management fees • What type of tracking will you be putting in place? Do you do AdWords Call & Web Form Conversion tracking? If you don’t have web & call conversion tracking that pulls into AdWords you will be at a MAJOR disadvantage vs. the competition. Will you delineate PPC calls vs. Organic Calls? • How will we track our Key Performance Indicators (KPIs)? Key Metric - Average cost per lead generated • Will you be setting up specific landing pages for each Ad groups or will the traffic be directed to the home page? If you are driving traffic to landing pages how will those pages be optimized for conversion? • Do you split-test test ads for each Ad group? • Will you be leveraging all of the Ad extensions to make my text Ads stand out in the search results? • What are our targets in terms of Cost Per Lead & Return On Investment (ROI)? 83 Hiring a PPC Person?
- 84. 84 The Digital Dominance Method
- 85. 85 The Digital Dominance Method
- 86. What Questions Do You Have?
- 87. Thank You! Let’s Talk Strategy! Booth #937 WTMarketingPros.com/strategy