how to generate more qualified leads using ppc advertising
DESCRIPTION
Details on how to generate more qualified leads using Pay per Click advertisingTRANSCRIPT
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More Qualified Leads
Using Pay-Per-Click
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• All lines are muted
• Submit questions via dashboard
• Q&A session at end
• Webinar is being recorded
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P R O F E S S I ON AL B AC K G R O U N D
• 11 years of Experience in the Digital Industry
• Multi-million Dollar PPC Campaign Manager
• Contributing Author of Various Publications
• WSI Area Representative for Wisconsin, Minnesota,
North Dakota, South Dakota, Iowa, USA
• Certified by WSI, Acquisio
M EM B E R O F
• Search Engine Marketing Professionals Organisation
• Young Professionals of Racine, Technology Director
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What This Webinar will Cover
• How to determine what keywords to rank for
• Understanding the difference between short tail and long tail keywords
• How to laser target your keywords to specific audiences
• Why your keywords, ad text and landing pages need to work in harmony
• Using measurement reports to tweak campaign performance
• Overview of Google’s Enhanced Campaign feature to better manage campaigns in today’s multi-device environment
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Selecting Your Keywords
• Put yourself in the shoes of your customer
– What are your most popular products/services?
– What phrases do your customers typically use to describe your products/services?
– Check your competition
• Try using the Google Keyword Tool to help out.
– https://adwords.google.com/o/KeywordTool
• Try spyfu.com for insight into competition
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Selecting Your Keywords
• Google keyword tool
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Selecting Your Keywords
• Spyfu.com for competition
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Short Tail vs. Long Tail
• Short tail keywords – Broad, general terms – 1 or 2 word phrases – Not very specific to your products or services – Might have lots of search traffic – Probably don’t convert very well
• Long tail keywords – 3 or more word phrases – More specific to your business – Might have less search traffic – Probably convert better
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Short Tail vs. Long Tail
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Source: http://www.gabehoggarth.com
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Short Tail vs. Long Tail
• Short tail examples
– Car dealer
– Loan
– Insurance broker
• Long tail examples
– Chevy Tahoe for sale in GA
– Low apr car loans
– Florida boat insurance
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Targeting Specific Audiences
• Why are longer tail keywords generally better?
– “car dealer”
– “Chevy Tahoe in GA”
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Targeting Specific Audiences
• Why are longer tail keywords generally better?
– “loans”
– “low apr car loans”
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Targeting Specific Audiences
• Include address information in local searches
– “car loan from bank in las vegas”
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Landing Pages – Convert Traffic
• “Car dealer”
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Landing Pages – Convert Traffic
• “Chevy Tahoe in GA”
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Improve by Measuring Results
• PPC ads do NOT cannibalize your organic traffic
– PPC provides lift to your natural search listings
– Don’t forget about the people who saw your paid search ad, didn’t click on it, but later went directly to your site as a result
• Tools should be in place to measure and report on all traffic sources and attribute them to the proper channel
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Improve by Measuring Results
• Track ads and test new ads (A/B testing)
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Improve by Measuring Results
• Track keyword performance
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Improve by Measuring Results
• Track phone calls
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Improve by Measuring Results
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• Poor use of call tracking
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Improve by Measuring Results
• Google call tracking report
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Improve by Measuring Results
• Advanced call tracking and recording
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Leveraging Ads on All Devices
• New Google Enhanced Campaigns
– Powerful advertising tools for the multi-device world
– Smarter ads optimized for varying user contexts
– Advanced reports to measure new conversion types
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Leveraging Ads on All Devices
• Enhanced Campaigns: multi-device world
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Leveraging Ads on All Devices
• Enhanced Campaigns: smarter ads
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PPC Campaign Success
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Influencing Factors
Keywords
SEO Rankings
Ad Copy
Landing Pages A/B Testing
Website & Other Online Properties
Tracking Platform
Person Answering the Phone
Campaign Targeting
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• Provide advanced digital marketing solutions
• Businesses of all sizes and industries
• World’s largest network of Internet Consultants
• Service more than 80 countries internationally
• Industry winning solutions
• Corporate head office in Toronto, Canada
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