how to survive (& actually thrive at) smb ppc

How to Survive (& Actually Thrive at) SMB PPC.

State of Search, Dallas 2016

@PPCKirk #StateOfSearch

SMBPPC


SMBPPCNo Competition

Great Product

Great Content

Great Client


SMBPPCNo Competition

Great Product

Great Content

Great Client

EXPLOSIONS


SMBPPCCan SMB PPC really

work?

Or are we destined to be outbid and out-budgeted by the big brands?

The Big Question About Little PPC

http://www.sportsmanagementdegreehub.com/wp-content/uploads/2013/06/5.-Greg-Grant.jpg

Kirk Williams@PPCKirk

blogger: Search Engine Land, Moz, PPC Hero, Wordstream, Klientboost

speaker: SMX, Hero Conf, Confluence Con, State of Search, SLC DMC

Billings, MT


My Mother-in-Law

says I do PCP.

“Worthless man.”


My Mother-in-Law

says I do PCP.

“Worthless man.”

NOT MY MOTHER-IN-LAW


SMBPPC

Definition of SMB


SMBPPC(Often)

Local

Definition of SMB


SMBPPC(Often)

Local

Definition of SMBSimple

Account


SMBPPC(Often)

Local


Account

Simple Product or

Service


SMBPPC(Often)

Local


Account

Simple Product or

ServiceLow Budget

< $2500


SMBPPC

Caveat: My SMB PPC Today = Search Engine Marketing


SMBPPC

“This is how we are going to rock at SMB PPC.”


SMBPPC

SMB PPC TIP 1 Set Yourself Up

Like Chuck Norris Playing 1-

Man Volleyball.


SMBPPC

The slower the getaway car, the more you need a good head-start.

“It’s a setup!

Step on it, Vinnie, drive!”


SMBPPC

SMB requires skill, since you can’t “just throw budget at it.”

Month 1 Month 2 Month 3 Month 4

1,000 Visits

500Visits

250Visits


SMBPPC

What about Account Structure?

HOTLY DEBATED


SMBPPC

Chuck Norris’ opinion (and mine):

WHACK


SMBPPC

Chuck Norris’ opinion (and mine):

“Why, segment SMB Campaigns by Match Type,

by jove.”MORE

WHACKS


SMBPPC

Remarketing (more on this later)

DisplayRemarketing

SearchRemarketing


SMBPPC

Bing Ads: USE IT


SMBPPC

SMB Website Logic:

IFWebsite = SMB

THENQuality = BAD.


SMBPPC

Bad Website? Try LPs


SMBPPC

So Remember:Set Yourself Up

Like Chuck Norris Playing 1-

Man Volleyball.


SMBPPC

SMB PPC TIP 2 Budget Like

You’re UnAmerican.

“don’t buy stuff you cannot afford!”


SMBPPC

In SMB PPC, Budgeting Well is as Essential as…


SMBPPC

Account Organization & Budgeting

Separate Campaigns by Match Type for Budget Control EXACT RLSA


SMBPPC

My SMB Automated Budget Rule Strategy

Pause & assign

campaign labels

throughout the month


SMBPPC

My SMB Automated Budget Rule Strategy


SMBPPC

Shared Budgets: An SMB Win!

Keep TOP (or big spender) campaigns separated

Split Remaining Campaigns into Shared Budgets


SMBPPC

Investigate Shape (formerly Steadybudget)

Not a paid ad

Pull in Google + Bing + FB to control *total* budget

See projections


SMBPPC

SMB Budget Requests

Don’t be a Google rep


SMBPPC

SMB Budget Requests


Use. Data.

SCENARIO

Monthly Budget: $2000Monthly Leads: 100Avg CPA: $20 (Lowest possible)Google: Missing 25% impEst loss: 25 leads per month


SMBPPC

SMB Budget Requests


Use. Data.

Make hard, realistic recos

SCENARIO

Monthly Budget: $2000Monthly Leads: 100Avg CPA: $20 (Lowest possible)Google: Missing 25% impEst loss: 25 leads per month__________________

Suggestion: Raise to $2500


SMBPPC

So Remember:Budget Like

You’re UnAmerican.

“don’t buy stuff you cannot afford!”


SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.


SMBPPC

Keyword Targeting

Prioritize [exact]


SMBPPC

Keyword Targeting

Build out top terms into

SKAGs


SMBPPC

SMB KW Research – No Monthly $$ Required!


SMBPPC

Negative Keyword Tips

Neg KW Lists?


SMBPPC


NO


SMBPPC



SMBPPC


DOESN’T WORK


SMBPPC

Negative Keywords

Use SQR/STR to find “bulk” KW modifiers when traffic is low.


SMBPPC

Negative Keywords

Use SQR/STR to find “bulk” KW modifiers when

traffic is low.


SMBPPC

Remarketing Audiences

SMB RLSA FTW


SMBPPC

Remarketing Audiences


SMBPPC

Remember, SMB Targeting = Control

1 Random bid modifiers = monsters


SMBPPC



2 Return customers ≠ new customers

353% Increase in ROAS588% Increase in CVR

Shopping Client

vs


SMBPPC



2 Return customers ≠ new customers

3 Budget control, FTW


SMBPPC

Lists = User Behavior + Micro-Conversions


So Remember:Target Like Finn (100%) & Padme (84%), Not Stormtroopers.


SMBPPC

SMB PPC TIP 4 Report Like

You’re a Tattletale

“your CPA rose inexplicably”


SMBPPC

SMB Reporting Rule Number 1: Don’t be Han Solo


SMBPPC It’s about the

client.

IT’S ABOUT THE CLIENT.

Identify & Report on THEIR KPIs

SMB Reporting Rule Number 1: Don’t be Han Solo


SMBPPC

SMB Reporting Rule Number 2:Your clients are busy.

Don’t waste their attention with pointless metrics


SMBPPC

E.g., bounce rate = pointless metric.

Also, consider combining Google/Bing into “PPC”


SMBPPC

SMB Reporting Rule Number 3:Don’t Over-report (Monthly)

Don’t waste your or their time with

low budget weekly reporting


SMBPPC

SMB Reporting Rule Number 4Show the Big Picture, too

SMB clients/owners L.O.V.E. seeing YTD


SMBPPC

SMB Reporting Rule Number 5:Make it Pretty

They don’t have time to page through excel files.


SMBPPC

SMB Reporting Rule Number 5:Make it Pretty

They don’t have time to page through excel files.

kerpow


SMBPPC

My Reporting Tool Recommendation


SMBPPC

So Remember:Report Like

You’re a Tattletale

“your CPA rose inexplicably”


SMBPPC

So, can SMB PPC Really Work???

Are we destined to be outbid and outgunned buy bigger competitors?


SMBPPC

YES, SMB PPC can work, if we:

Set up our accounts well

Target accurately

Budget Intelligently

Communicate well


SMBPPC

“Yep, we’re good.”

Thanks, mom

Thank You! Questions, Ideas, Insults?

Slides + Links: zato.marketing/smb-ppc