b2b ppc darren bond
DESCRIPTION
B2B PPC presentation by Darren Bond, Coast Digital at CIM Digital Marketing Bootcamp, 1 Nov 2011 BedfordTRANSCRIPT
Marketing you can measureTM
Running Successful Paid Search Campaigns
CIM Digital Marketing Bootcamp
With Darren Bond, Head of Online Marketing at Coast Digital
Tuesday 1st November 2011
Marketing you can measureTM
Today’s agenda
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Running Successful Paid Search Campaigns
Marketing you can measureTM
Today’s agenda
Running Successful Paid Search Campaigns
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measureTM
The Basics
Pay Per Click
Marketing you can measureTM
The Basics
Marketing you can measureTM
What is PPC?
The Basics
Pay Per Click
Pay only for interaction
Instant on – instant results
Very reactive
Highly targeted
Easy to measure success
Lots of maths
Marketing you can measureTM
What is PPC?
The Basics
Pay Per Click
Pay only for interaction
Instant on – instant results
Very reactive
Highly targeted
Easy to measure success
Lots of maths
Needs constant funding
Competition can be high
Can be expensive
Easy to do it wrong
Lots of maths
Ongoing effort
Marketing you can measureTM
What is PPC?
The Basics
PPC vs SEO
Marketing you can measureTM
The wide world of PPC
The Basics
Marketing you can measureTM
The wide world of Google adwords
The Basics
Marketing you can measureTM
The wide world of Google adwords
The Basics
Marketing you can measureTM
The wide world of Google adwords
The Basics
Prospect Lead Opportunity Sale
Search advertising
Display
Mobile
Re-marketing
Marketing you can measureTM
What is PPC?
The Basics
Important terms to remember:
CPC – Cost Per Click
CTR – Click Through Rate
Landing Pages
CPA – Cost Per Acquisition
ROI - Return On Investment!
Marketing you can measureTM
Today’s agenda
Running Successful Paid Search Campaigns
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measureTM
Key Elements of your campaigns
Key Elements of your campaigns
Keyword
Marketing you can measureTM
Key Elements of your campaigns
Key Elements of your campaigns
Keyword
Ad
Marketing you can measureTM
Key Elements of your campaigns
Key Elements of your campaigns
Keyword
Ad
Landing Page
Marketing you can measureTM
Today’s agenda
Running Successful Paid Search Campaigns
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measureTM
Key Elements of your campaigns
Keywords
Keywords are your primary method of targeting users with PPC
How do you decide which keywords to target?
Marketing you can measureTM
Key Elements of your campaigns
Keyword Research – an approach
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
Marketing you can measureTM
Key Elements of your campaigns
Keyword Research – an approach
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
Marketing you can measureTM
Key Elements of your campaigns
Marketing you can measureTM
Key Elements of your campaigns
Marketing you can measureTM
Key Elements of your campaigns
Keyword Research
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
3. Look at the competition
Marketing you can measureTM
Key Elements of your campaigns
Marketing you can measureTM
Key Elements of your campaigns
Keyword Research
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
3. Look at the competition
4. Think outside the box...
Marketing you can measureTM
Key Elements of your campaigns
Marketing you can measureTM
Key Elements of your campaigns
Keyword Research
1. USE COMMON SENSE FIRST!
2. Then use a keyword tool
3. Look at the competition
4. Think outside the box...
5. USE COMMON SENSE AGAIN!
Marketing you can measureTM
Key Elements of your campaigns
Building Your campaign
Campaign
Adgroup AdgroupAdgroup
Keyword
Keyword
Keyword
Keyword
Ad
Ad
Marketing you can measureTM
Key Elements of your campaigns
Building Your campaign
CRM campaign
CRM Systems CRM solutionsCRM Generics
CRM
Customer Relationship Management
CRM packages
Ad
CRM ...
Marketing you can measureTM
Key Elements of your campaigns
Building Your campaign
Top Tips:
• Take time with your keyword research – use common sense!
• Plan your campaign structure before you build it
• Group similar keywords
• Create neat groups with 10 keywords in each
• Set your initial cost per clicks
Marketing you can measureTM
Keywords – Match Types
Broad Match: keyword
Allows your ad to show on similar phrases and relevant variations
Phrase Match: “keyword”
Allows your ad to show for searches that match the exact phrase and variations
Exact Match: [keyword]
Allows your ad to show for searches that match the exact phrase exclusively
Negative Match: -keyword
Ensures your ad doesn't appear next to searches that include the term
Key Elements of your campaigns
Marketing you can measureTM
Keywords – Match Types
Key Elements of your campaigns
Broad Match
Phrase Match
Exact Match
Marketing you can measureTM
Keywords – Match Types
Broad Match Example – CRM System
CRM System
CRM Systems
What is a CRM System
Online CRM System
Open source CRM System
CRM
Open source CRM sales System
Customer Relationship management
CRM for Small Businesses
Best CRM
Key Elements of your campaigns
Marketing you can measureTM
Keywords – Match Types
Phrase Match Example – CRM System
CRM System
CRM Systems
What is a CRM System
Online CRM System
Open source CRM System
CRM
Open source CRM sales System
Customer Relationship management
CRM for Small Businesses
Best CRM
Key Elements of your campaigns
Marketing you can measureTM
Keywords – Match Types
Exact Match Example – CRM System
CRM System
CRM Systems
What is a CRM System
Online CRM System
Open source CRM System
CRM
Open source CRM sales System
Customer Relationship management
CRM for Small Businesses
Best CRM
Key Elements of your campaigns
Marketing you can measureTM
Keywords – Match Types
Broad Match Example – CRM System
Negative Match – open source
CRM System
CRM Systems
What is a CRM System
Online CRM System
Open source CRM System
CRM
Open source CRM sales System
Customer Relationship management
CRM for Small Businesses
Best CRM
Key Elements of your campaigns
Marketing you can measureTM
Keywords – Match Types
Why is it so important?
Key Elements of your campaigns
Marketing you can measureTM
Today’s agenda
Running Successful Paid Search Campaigns
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measureTM
Ads
What makes up a text ad?
Key Elements of your campaigns
Title – 25 CharactersDescription 1 – 35 CharactersDescription 2 – 35 CharactersDisplay URL – 35 Characters
Marketing you can measureTM
Ads
What makes up a text ad?
Key Elements of your campaigns
Web-based CRMMore features & flexibility.Simple to use. Free trial.www.salesforce.com/uk
Marketing you can measureTM
Ads
Best Practices
• Create simple, enticing ads
• Write them specifically for your ad group
• Write at least 2 for every ad group.
• Think about your target audience
• Use a strong call to action
• Make good use of your punctuation allowances!
Key Elements of your campaigns
Marketing you can measureTM
Ads
Best Practices
Key Elements of your campaigns
Web-based CRMMore features & flexibility.Simple to use. Free trial.www.salesforce.com/uk
Marketing you can measureTM
Ads
Best Practices
Key Elements of your campaigns
Web-based CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk
Marketing you can measureTM
Ads
Dynamic Keyword Insertion
Key Elements of your campaigns
{KeyWord: Default Text}
Marketing you can measureTM
Ads
Dynamic Keyword Insertion
Key Elements of your campaigns
{KeyWord: Web-based CRM}More Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk
Keyword Web based CRM Online CRM
Ad text Web based CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk
Online CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk
Marketing you can measureTM
Ads
Dynamic Keyword Insertion
Key Elements of your campaigns
{KeyWord: Web-based CRM}More Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk
Keyword Online Customer Relationship Management
Ad text Web-based CRMMore Features & Flexibility.Simple to Use. Enquire Now! www.salesforce.com/uk
Marketing you can measureTM
Ads
Keyword Insertion gone wrong
Key Elements of your campaigns
Marketing you can measureTM
Ads
Keyword Insertion gone wrong
Key Elements of your campaigns
Marketing you can measureTM
Ads
Keyword Insertion gone wrong
Key Elements of your campaigns
Marketing you can measureTM
Ads
Ad Extensions
Key Elements of your campaigns
Marketing you can measureTM
Ads
How does Google decide
which position my ad will
appear?
Key Elements of your campaigns
Marketing you can measureTM
Ads
Here comes the maths!
There are 2 aspects:
• Your maximum cost per click – which we set right back at the start
• Quality score – Google’s algorithm the rates the relevance of this search to your
campaign.
Key Elements of your campaigns
Marketing you can measureTM
Ads
Here comes the maths!
Max CPC x Quality Score = Ad rank
Key Elements of your campaigns
Marketing you can measureTM
Ads
Here comes the maths!
Max CPC x Quality Score = Ad rank
Key Elements of your campaigns
We control Decided
Algorithmically
Marketing you can measureTM
Quality Score
Key Elements of your campaigns
How is it calculated?
• The historical clickthrough rate (CTR) of the keyword and the matched ad
• The relevance of the keyword to the ads in its ad group
•The relevance of the keyword and the matched ad to the search query
• Your account's performance in the geographical region where the ad will be
shown
• The quality of your landing page
Marketing you can measureTM
Quality Score
Key Elements of your campaigns
Keyword
Ad
Landing Page
Marketing you can measureTM
Today’s agenda
Running Successful Paid Search Campaigns
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measureTM
Landing Pages
Key Elements of your campaigns
What makes a good landing page?
Feature relevant and original content
Be transparent
Be easy to navigate
Marketing you can measureTM
Landing Pages
Key Elements of your campaigns
Relevant & Original Content
• Provide substantial information
• Content should be original to
your site
• Should be easy for the user to
buy, or enquire about the
product/service
Marketing you can measureTM
Landing Pages
Key Elements of your campaigns
Be Transparent
• Openly share information about your
business
• Honour the deals in your ads
• Don’t use other sponsored links on your
page
• Provide a privacy policy if you collect
data
Marketing you can measureTM
Landing Pages
Key Elements of your campaigns
Be Easy to Navigate
• Provide a short and easy to path
for the user to complete your
required action
• Avoid pop ups, and other
obtrusive site elements
• Make sure the pages loads
quickly
Marketing you can measureTM
Landing Pages
Key Elements of your campaigns
Nice examples
• Strong headline
• Clear unique content
• Strong call to action
• Lead collection on page
Marketing you can measureTM
Landing Pages
Key Elements of your campaigns
Nice examples
• Strong headline
• Clear unique content
• Strong call to action
• Lead collection on page
• Instils trust
Marketing you can measureTM
Today’s agenda
Running Successful Paid Search Campaigns
1. The basics – What is PPC and why should I care?
2. The key elements of your campaign
• Keywords
• Ads
• Landing pages
3. Understanding the results and making improvements
Marketing you can measureTM
Getting the data you need
Understanding the results
2 things to do before you launch
1. Set objectives
2. Tracking
Marketing you can measureTM
Optimising your campaigns - keywords
Understanding the results
Spotting opportunities
Marketing you can measureTM
Optimising your campaigns - keywords
Understanding the results
Spotting opportunities
Marketing you can measureTM
Optimising your campaigns - keywords
Understanding the results
Marketing you can measureTM
Optimising your campaigns - keywords
Understanding the results
Marketing you can measureTM
Optimising your campaigns - keywords
Understanding the results
Marketing you can measureTM
Optimising your campaigns - keywords
Understanding the results
Marketing you can measureTM
Optimising your campaigns - ads
Understanding the results
Marketing you can measureTM
Optimising your campaigns - ads
Understanding the results
Marketing you can measureTM
Optimising your campaigns - ads
Understanding the results
Marketing you can measureTM
Optimising your campaigns - ads
Understanding the results
Marketing you can measureTM
Optimising your campaigns - ads
Understanding the results
Marketing you can measureTM
Optimising your campaigns – site performance
Understanding the results
Marketing you can measureTM
Optimising your campaigns – site performance
Understanding the results
Marketing you can measureTM
Optimising your campaigns – site performance
Understanding the results
Marketing you can measureTM
Optimising your campaigns – site performance
Key Elements of your campaigns
Marketing you can measureTM
Optimising your campaigns – site performance
Understanding the results
Marketing you can measureTM
Optimising your campaigns – site performance
Understanding the results
Marketing you can measureTM
Optimising your campaigns – site performance
Understanding the results
Marketing you can measureTM
To summarise
• Spend time on keyword research
• Group your keywords together
• Write targeted ads
• Use & Perfect Landing pages
• Set Objectives & Track everything
• Test, Test & Test!
Marketing you can measureTM
Private LinkedIn group for this session for Q&A: http://linkd.in/s6UOI6
linkedin.com/in/darrenbond1
twitter.com/darrenbond (@darrenbond)
All these links will go up on our blog on the Coast Digital site later so don't
worry if you miss them.
And finally