why paid search isn't just for big budgets
DESCRIPTION
We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals. For more on what we do visit http://www.koozai.comTRANSCRIPT
By Mike Essex@Koozai_Mike
WHY PAID SEARCHISN’T JUST FOR BIG BUDGETS
Today we will cover 10 platforms for PPC
that cost less than one English pound…
Along with three more platforms that
also won’t break the bank
General Motors stopped advertising on
Facebook in 2012 - The world wept
General Motors couldn’t stay away -
They returned to Facebook ads after a year
eBay stopped Google AdWords advertising
after they found it ineffective
But was it simply a case that eBay were
using it wrong?
Sure looks like it….
Even Big Brands
have growing pains
with Paid Search
But this represents a
growing opportunity
for everyone else
Average Position 1.8 (£1.49 CPC)
CLICK RATE CASE STUDY
Average Position 2.3 (£2.48 CPC)
Average Position 3.7 (£2.59 CPC)
Source: Koozai
CPC
POSITION
Average Position 1.8 (£1.49 CPC)
CLICK RATE CASE STUDY
Average Position 2.3 (£2.48 CPC)
Average Position 3.7 (£2.59 CPC)
CPC
POSITION
Source: Koozai
In this study the companies at the top
paid less than those at the bottom
Great PPC is about soft assets (brain power, people)
not hard assets (computers, cash)
WHAT SHOULDI ADVERTISE?
Lead Generation
Brand Awareness
WHAT’S THE GOAL?
Content Promotion Sales
Lead Generation
Brand Awareness
WHAT’S THE GOAL?
Content Promotion Sales
The simpler your goal the more
people go into the funnel but…
ContentSales
WHAT WILL IT COST?
LeadsBrand
ContentSales
WHAT WILL IT COST?
LeadsBrand
… the more sales focused you get
the more it will cost to achieve.
Sales
(AdWords, PLA’s, Bing)
MATCH CHANNELS TO EACH GOAL
PAID SEARCH FOR:BRAND AWARENESS
Facebook Advertising
Avg CPC: £0.52 ($0.80)Avg CTR: 0.051%
Source: WordStream
TYPES OF FACEBOOK ADVERTS
Standard Ads Best for branding
Sponsored StoriesBest for likes of your page
Promoted Posts Best for content promotion
External AdvertsBest for driving new web visitors
Twitter Advertising
Avg CPC: £0.65 ($1)
BUT £5,000 minimum spend
Source: Hallme
TYPES OF TWITTER ADVERTS
Promoted TweetsBest for driving new web visitors
Promoted AccountsBest for new followers
Promoted TrendsBest for newsjacking / PR
Google AdWordsDisplay Network
Avg CPC: £0.12 ($0.19)Avg CTR: 0.4%
Avg Conversion Rate: 4.68%
Sources: Periscopix, Search Engine Watch, Wordstream
WHY ADVERTISELIKE THIS?
WHEN YOU COULD ADVERTISE LIKE THIS:
WHEN YOU COULD ADVERTISE LIKE THIS:
This campaign sold 2 million hotel nights
compared to 800,000 without adverts
Source: Google
Google AdWordsSearch Network
Avg CPC: £0.54 ($0.84)Avg CTR: 2.9%
Avg Conversion Rate: 3.4%
Source: Hochman Consultants
YOUR BRAND IS VULNERABLE
In this example Marks & Spencer
don’t rank number 1 for their brand
Use AdWords Extensions to massively increase
your advert size at no extra cost
YouTube Advertising
Avg CPC: £0.18 ($0.28*)
* In-stream AdvertisingSource: Search Engine
Journal
TYPES OF YOUTUBE ADVERTS
Display Ads Cheapest for branding
TrueView In-StreamBest for brand messaging
TrueView In-SearchBest for content promotion
Homepage RedzoneGreat if you have £150,000+
spare
PAID SEARCH FOR:CONTENT PROMOTION
Outbrain
Avg CPC: £0.10 ($0.15)Avg CTR: 0.15% - 0.18%
Source: OutBrain
WOULD YOU LIKE TO GET SEEN ON…
Outbrain lets you get mentions on these
and over 100,000 more sites
Outbrain helps you get your content in front of
new audiences at the time they want content
We used Outbrain to promote sales led content
which helped us get seen by new businesses
Zemanta
£3.25 - £16.20 ($5 - $25) per link
Avg CPC: £0.04 ($0.06)Avg CTR: 6.4%
Minimum £32.23 ($50) per day
Source: SEOmoz / Zemanta
Get your content seen by 140,000 bloggers
who can then link to your posts
SixEstate earn 45-65 high quality links
every month thanks to Zemanta
Source: Zemanta
StumbleUponPaid Discovery
Avg CPC: £0.06 ($0.10)
Source: StumbleUpon
Hypetree used Paid Discovery to help people
find out about their new service
Source: StumbleUpon
They paid £81 ($125) for 1,784 stumbles
and got 182,000 free viewers of their site!
Source: StumbleUpon
PAID SEARCH FOR:LEAD GENERATION
Google AdWordsRemarketing
Average CPC: £0.40 ($0.62)
Average CTR: 0.18%
Source: Periscopix
MAKE IT PERSONAL
RETARGETED CUSTOMERS ARE
MORE LIKELY TO COMPLETE A
PURCHASE
70% Source: Criteo
Avg CPC: £1.80 ($2.78)Avg CTR: 0.057%
Source: The College Startup
LinkedIn has great advert targeting options
but doesn’t have the same reach as Facebook
InMail is a better use of budget - For £25.95 a month
you can contact any 10 sales prospects!
SlideShare
Silver PlanCosts: £19 / $19 a month
When people finish watching presentations
you can collect their details there and then
USE CRO TO CONVERTMORE VISITORS
FREEWhitepaper
kooz.ai/CRO-whitepaper
PAID SEARCH FOR:INCREASING SALES
Bing Ads
Avg CPC: £0.69 ($1.07)Avg CTR: 2.5%
Source: Hochman Consultants, Search Engine Land
Google still outperforms the Bing Ad Network
in almost every vertical
Source: Search Engine Land
However, it is also cheaper than Google
so is ideal if you have less budget
Source: Search Engine Land
Google AdWordsProduct Listing Ads
Avg CPC: £0.20 ($0.31)
Source: CPC Strategy
Get seen at the exact moment people
want to buy your product
In Christmas 2012 Google PLA’s drove
the most traffic and revenue
Source: CPC Strategy
Google AdWordsSearch Network
Avg CPC: £0.54 ($0.84)Avg CTR: 2.9%
Avg Conversion Rate: 3.4%
Source: eMarketer
DON’T TRUSTBROAD MATCH
Tennis Shoes
Red Tennis Shoes
Tennis Shoes For Men
Free Tennis Shoes
Red Tennis Shoes
Free Tennis Shoes
Running Shoes
Shoes For Tennis
Running Sneakers
Exact Match Phrase Match
Broad Match
USE NEGATIVE KEYWORDS
Tennis Shoes,
Shoes for Tennis,
Men’s TennisShoes,
Red,
Free,
Running,
Sneakers,
Sneaker,
Positive Keywords
Negative Keywords
Landing Page
Click Through Rate
Account History
Relevancy Factors
Ad Relevancy
Keyword Relevancy
QUALITY SCORE
ROTATE ADVERTSEVENLY
MORE TIPS
kooz.ai/PPC-whitepaper
FREEWhitepaper
If All Else Fails?
Spy On The Competition!
Use Moat.com to see
the adverts competitors are using (in the US)
SPY ON COMPETITORS
SpyFu tells you the keywords competitors use
and how they perform (globally)
SPY ON COMPETITORS
SpyFu Kombat shows how much competitors spend
and where they spend it (globally)
Look after the paid search pennies
and the pounds will look after themselves
IMAGE SOURCES2 - © Randomskk http://www.flickr.com/photos/randomskk/859771287/3 - © bzyxx - Fotolia.com4 - http://online.wsj.com/article/SB10001424052702304192704577406 394017764460.html 5 - http://www.autoevolution.com/news/general-motors-returns-to-facebook-after-embarrassing-split-57765.html6 - http://blogs.hbr.org/cs/2013/03/did_ebay_just_prove_that_paid.html7/8 - http://www.dealcafe.com/funnies/searchgame.html14 - © dimdimich - Fotolia.com40 - http://thenextweb.com/apps/2010/08/18/zemanta-now-available-for-wordpress-com-blogs-your-blog-content-just-got-infinitely-better/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/72 - http://commons.wikimedia.org/wiki/File:Pennies.jpg
REFERENCES11/12 - http://www.koozai.com/blog/pay-per-click-ppc/ppc-click-rate-study-how-click-rate-deteriorates-depending-on-ranking/21 - http://www.wordstream.com/articles/facebook-vs-google-display-network23 - http://www.hallme.com/blog/twitter-advertising-for-small-business-part-1-how-it-works/25/46 - http://www.periscopix.co.uk/blog/latest-2011-google-display-network-benchmarks/25 - http://www.searchenginewatch.com/article/2220372/How-Google-Rakes-In-Over-100-Million-in-Search-Advertising-Daily-Infographic25 - http://www.wordstream.com/articles/facebook-vs-google-display-network28 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)29 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml32 - http://www.searchenginejournal.com/youtube-channel-experiment/22322/35 - http://www.outbrain.com/help/amplify39 - http://www.seomoz.org/q/zemanta-pricing41 - http://www.zemantamedia.com/smedia/files/zemanta_sixestate_casestudy.pdf42 - https://www.stumbleupon.com/pd/index/about43/44 - http://www.stumbleupon.com/ads/blog/case-study-startup-launches-with-paid-discovery/
REFERENCES48 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf49 - http://www.thecollegestartup.com/linkedin-advertising/56 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml56 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222957/58 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222959 - http://www.cpcstrategy.com/blog/2013/02/google-shopping-vs-amazon-product-ads/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/62 - http://www.emarketer.com/Article/Paid-Search-Clickthrough-Rates-Up-Year-Over-Year/100879165 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg