Non-Traditional PPC: Using AdWords to test, market &

hopefully sell your product.Craig Barrett – nFusion

cbarrett@nfusion.com

http://www.linkedin.com/in/craigabarrett

Twitter.com/craigabarrett

Search Marketing

An Overview of Search Marketing• Definitions• Why you should care

Examples of how PPC can be used• Market Sizing and Interest Checks• Message/Marketing Testing• Direct Sales

Campaign Creation• Targeting• Example implementation

Best Practices

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Pay-Per-Click

Please stop me with questions!Fair Warning: PPC can be complex- this is not everything

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Some Definitions

What is “Pay-Per-Click”

• Pay-Per-Click (PPC) is a phrase broadly used to

describe any marketing where the advertiser only

pays when the consumer takes action i.e. clicks on

the ad

What is “Search Marketing”

• Search marketing is the variant of PPC where the

ads appear above or near the result of a search

engine query

What is “Google AdWords”

• The search marketing product from Google that

operates through a bid based “black box” auction to

determine your rank and cost-per-click

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Why the h*ll should I care?• Because, this THE simplest, fastest, and most effective form of paid marketing

available. • It provides direct access to potential customers and their interests in a way that has

never been possible before (for the price)• Makes you look really smart and more attractive

Does Google actually put that crap in their presentations?

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Search Engine Marketing

Selected Practical Applications and Such

March 26th, 2010

Market Sizing and Interest Checks

Identify major trends• Trends.google.com

• http://www.google.com/insights/search/#

• https://adwords.google.com/select/KeywordToolExternal

Caution: Your audience might not be as awesome as you!• Spinal surgeons, ball bearing experts and geriatrics have little data available

• Beware Ford’s “Better Horse”

Market Sizing and Interest Checks

Determine actual interest• Click volume

• Conversion tracking

• Feature breakdowns (A/B) testing

Caution: Do not assume you are right or know your audience.• Do not succumb to professional blindness

Message Testing via PPC

Identify major differentiators • 3 possible messages

• Test for a minimum of 10 days

• Expand and refine

Use this information to guide marketing efforts• Really? That is your advice?

Caution: Do not assume you are right or know your audience.• Do not succumb to professional blindness

The Important Stuff: Making it Happen

Consideration Model (Is PPC Magic?)

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• Trade Print

• Online Display

• E-mail Sponsorship

• Mobile Marketing

• Search Marketing

• Organic Search

• Television

• Radio

• Outdoor

• General Print

• Online Display

• Direct Mail

• CRM E-mail Marketing

• CRM Direct Mail

• Social Communities

Media Utilized

Not Pre-disposed

Not Considering

Open to

Consideration

Active

Consideration

Late-Stage

Consideration

Post Purchase

Customer Advocacy

Direct Response

• Cost per lead

• Conversion rate

• Sales close rate

Brand Awareness/Preference

• Cost per brand interaction

• Reach against target

• Message frequency

Repeat Purchase/Referral

• Renewal rates

• Brand referrals

• Online conversation level/tone

Success Criteria

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Search Engine Marketing Process

Tertiary

Secondary

Keyword Targeting

• The purpose of targeting is to allocate limited resources and focus efforts toward opportunities with the highest probability of success

• Highest-value targets have been identified from market research and previous experience

• Users interested in learning more about your product

• Example “iPhone APIs”

• Users looking for content related to your product or a competitor

• Example “iPhone software dev kits”

• Users looking related information or alternatives

• Example “Iphone Sys-tools”

Primary

Campaign Structure

• Ad groups are organized around groups of similar keywords with similar ads• Keywords should be focused on achieving campaign objective• Caution: Avoid vanity bidding

Campaign

Ad Groups

Account

Campaign

Ad Groups

Ad Groups

Ad Groups

Ad Groups

Critical Elements

Clear Objective

Campaign analytics

Conversion tracking

A steady site/feature set

Patience

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