creative ppc techniques to boost roi

Download Creative PPC Techniques to Boost ROI

Post on 29-Nov-2014

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Presented by the head of the digital practice at Burns Marketing (www.burnsmarketing.com), this webinar encourages marketers to use their creative side to find new opportunities and increase performance in their pay-per-click campaigns. It's not always about the data and things like run-of-the-mill keywords. Sometimes, you really need to think outside the box to give your PPC campaigns that extra little boost.

TRANSCRIPT

  • 1. THE NEEDLE-MOVING,BUSINESS-DRIVENRESOURCEFOR GREAT COMPANIES.
  • 2. CREATIVEPPC TECHNIQUES
  • 3. BURNS DIGITALFIND PROSPECTS DRIVE TO WEBSITE CONVERT VISITORS MEASURE RESULTS Search Engine Marketing Marketing Automation Search Engine Local Listing Lead Paid Search Optimization Optimization Nurture ROI Metrics Web Call Online Marketing Website Improvement Analytics Tracking Pay Per Advanced Conversion Email Mobile Banner UX/UI Call Targeting Opt. Facebook Promoted PPC Tweets Pre-Click Post-Click
  • 4. BURNS PPC ! Very broad segment experience _IT servicesCAPABILITIES _Enterprise software _Healthcare _Education _Apparel _Maternity products ! From niche B2B to B2C with 1000s of SKUs ! Automated tools and advanced techniques _>100,000 keywords _Complex bid management _Long tail discovery _Mobile and location-aware placement
  • 5. THE MOST ! Prospects click on ads when they expect to be sold something theyre far down theMEASURABLE sales funnel and most convertible ! Organic delivers credibility, paid offers purchase intent ! PPC should be the rst online investment for most companies _Possible exceptions: Markets with lead aggregators Low ASP products ! Key PPC characteristics _The most measurable and optimizable of all marketing investments _Can be used to discover keywords and messages for other channels _Once dialed in, can be scaled easily
  • 6. PPC 101 ! What do people click on? _63% of all searchers click on any Paid Search linkBASIC FACTS _97% of all searchers click on any Organic link _16% of all internet users click on any Display ad ! At what rate? _3.5% is the average clickthrough rate on a Paid Search ad campaign _0.1% is the average clickthrough rate on a Display ad campaign ! Paid Search converts at 1.5x Organic clicks (Comscore Data)
  • 7. PPC 101HOW IT WORKS
  • 8. PPC 101HOW IT WORKS
  • 9. PPC 101HOW IT WORKS
  • 10. PPC 101HOW IT WORKS
  • 11. DONT BE SO UPTIGHT
  • 12. REMEMBER ! 10-30% of advertising uses intentional humor (Weinberger, 1995) TO LAUGH ! Very little humor is used in PPC _Why not? Maybe because it doesnt work, but maybe it does. ! PPC A/B testing provides a perfect testing ground for humor ! Test it, especially on long-tail terms
  • 13. What about using the Stop Sucking Resources theme in an ad on this page?
  • 14. Even better stability Tangle-freeSuper bass How about kickin earbuds? Sound so good youll swear Led Zep is in your head
  • 15. FEEL THEIR PAIN
  • 16. PUT YOURSELF ! Companies tend to advertise their products based on product attributes IN THEIR _Features SHOES _Benets (those are good, right?) ! Focus on features and benets requires prospects to have already gured out that what you sell is what they need ! This is particularly common in B2B technology
  • 17. USE PAINSTATEMENTS
  • 18. EARBUDS SUCK
  • 19. CATCH EM WHENTHEY AINT EXPECTIN IT
  • 20. EVENT ! Transient event campaigns can provide lift to trade show exhibit investmentsCAMPAIGNS ! Youre probably already investing in ways to get people to your booth _Email _Direct mail ! The problem is that everyone is doing the same thing
  • 21. EXAMPLE: ! Example: DistribuTECH _Biggest show in the smart grid segmentDISTRIBUTECH _Commonly attendees largest marketing investment ! 7500 Google searches for that show _For registration info, conference materials, exhibitor lists, etc. _By searching, they are qualifying themselves (partially) _Very little click competition Use the ad to invite attendees to booth, to promote a contest, to provide related materials
  • 22. EGO ! Ego campaigns can target key buying individualsCAMPAIGNS ! At some point, someone will search on their own name ! Clever, compelling ad copy can capture their attention and their click ! Even if they dont convert, they can now be part of a retargeting campaign
  • 23. USE THE REALLY SHORT TAIL
  • 24. BERELATIVE
  • 25. USE ! In a competitive click environment, sometimes the best search strategy is:AFFILIATED _Avoid core terms altogether CONCEPTS _Target terms associated with your business, but not directly related
  • 26. Monthly searches Click costCharity giving 49,500 $8.24Charity donation 110,000 $17.88Online giving 14,800 $2.57 Monthly searches Click cost