Want to know how to acquire new customers and grow your business? Out of the three digital marketing mediums, Google Adwords is the fastest way to acquire new customers. Learn why in this presentation delivered to Ohio Growth Summit on June 4th at the Columbus State Community College's Center for Workforce Development

1. HOW TO ACQUIRE CUSTOMERS VIA
GOOGLE ADWORDS (PAY-PER-CLICK)
PREVENT COMMON MISTAKES & IMPROVE KPIS
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2. Today’s Topics
• Do You Know the Cost of Acquiring a New
Customer?
• Keyword Discovery
• Leverage Digital Real Estate in Google
• How to Set Up Google Adwords Campaign
• Learn About KPIs
• 3 Reasons Campaigns Fail
• 3 Ways to Improve PPC KPIs
• 3 Rules for Managing Your PPC Budgets
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3. DO YOU KNOW THE COST OF
ACQUIRING A NEW CUSTOMER?
With Pay-Per-Click (PPC), It’s Easy
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4. Two Weeks Ago, Manufacturer Called
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5. Manufacturer Completed Online Audit
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6. Google Adwords Campaign Launched
• 3 PPC campaigns went
live next morning
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Campaign #1 3 phone
calls/leads
Campaign #2 1 phone call/lead
Campaign #3 1 form
submission

7. Fastest Way to Acquire New Customers
• Google Adwords (Pay-
Per-Click)
• In Just Eight Minutes …
your ads can show up
7
CALL
ME
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8. Collin Street Bakery
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9. Start with
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10. Keyword Discovery 101
• Learn most popular
keywords
– Free vs paid keyword
suggestion tools
10
Keyword Searches
Cheesecake 9,322
Cheesecake
recipes
3,419
Strawberry
Cheesecake
765
Mini
cheesecake
492
Blueberry
Cheesecake
266
Key Lime
Cheesecake
60
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11. Keyword Discovery 201
• Predictive vs
Actual
• Compare
Wordtracker
(predictive) vs
Google
Analytics (last
month’s data)
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12. Finalize Keyword List
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13. Leverage Digital Real Estate On Google
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Paid Ads
Vs
Organic Listings

14. Paid Listings
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15. Set Up Adwords Campaign
8
Minutes
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16. YouTube: How to Set Up Google Adwords
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17. FOUR KPIS YOU OUGHT TO KNOW
KPI = key performance indicator (metrics)
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18. #1 – Click Thru Rate (CTR)
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19. #2 Average Position
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20. #3 = Conversion Rate (CVR)
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21. #4 = Cost Per Conversion or Acquisition
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What’s Your
Cost of
Customer
Acquisition?

22. Let’s Back Up … What is a Conversion?
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It’s the Confirmation /
Thank you,
Not the contact us page

23. THREE REASONS CAMPAIGNS FAIL
Applies to all things digital
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24. Three Reasons Campaigns Fail
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25. Other Reasons Campaigns Fail
• Targeting the wrong keywords
• Not analyzing 13-month trends
• Data noise – looking at the wrong things
• Changing too many things at once
• Landing pages
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26. 3 Ways to Improve PPC KPIs
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27. #2 Stay Out of the Red
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28. #3 Keyword Match Types
1. Leather boots
2. “leather boots”
3. [leather boots]
4. +leather +boots
5. -ankle
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29. PPC CAMPAIGN BUDGETS
Considerations
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30. How Much Does PPC Cost?
• What’s Your Average Order or Average Sale
Worth?
• What Are You Willing to Pay to Acquire New
Customer?
• Example: $50 Cost Per Acquisition
• Desired Return on Ad Spend (ROAS)
– Large retailer: 1:1 -- 2:1
– Medium Retailer: 3:1 – 4:1
– Small Retailer: 5:1
– Micro Business: 5-10:1
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31. Can Small Companies
Compete with Big Budgets?
30 Seconds for
TV Ad
1 Month of Pay Per
Click (PPC)
SEO Social
Sunday Night
Football $593k
Large Retailer $100k + $25k+ N/A
Modern Family
$281k
Medium Retailer $50k
+
$10k+ Retainer
Scandal $207k Small Retailer $10k + $5k+ Hourly
Small Business $2500 $2500+ Hourly
Micro Business $500 In-House In-House
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Source: AdAge Marketing FactPack 2014

32. PPC Budget
• Set daily budgets
• Limit Hours Per Day
• Automation Tools in Adwords
• Manage budget closely
• Monitor performance trends
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33. Three Ways to Save on PPC
1. Learn what actual “search queries” or
“search terms” are
– HIDDEN
2. Negative Keywords
– Account Wide Neg
3. Track Conversions
to keyword level
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34. Conclusions
• Budgets Are Shifting to Digital
• Google Adwords is fastest digital marketing
medium to acquire new customers
• Refine & lower costs thru performance
monitoring & edits
• SEO is long-term investment strategy
• Social media marketing crucial to engage
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35. APPENDIX
COMMON PPC CAMPAIGN MISTAKES
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36. Lesson One
Incorrect Campaign Settings

37. Incorrect Campaign Settings
Target Market Default Setting is typically U.S. &
Canada
Start first with U.S. or better, local market
Expand campaigns when they perform
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38. Incorrect Campaign Settings
Ad Scheduling Enabled 7 Days; 24 Hours of week
(Under Campaign Settings/Ad Scheduling)
Enable your campaign for when you can answer your phones
Retailers consider 7 am Eastern to 12 Midnight
B2B might match their office hours, Mon-Fri
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39. Incorrect Campaign Settings
Bid Type (Under Campaign Settings) Set to
Enhanced Bids or CPA (cost per acquisition)
Suggest Manual CPC (cost per click)
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40. Lesson 2:
Know Your Keyword Match Types in Paid Search

41. Keyword Match Types
Broad Match
Leather boots
Phrase Match
“leather boots”
Exact Match
[leather boots]
Broad Match Modifier
+leather +boots
-Negative Match
-”leather purses”
-purse
-snakeskin
-hiking
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42. Lesson 3
Knowing How to Track Conversions

43. Conversion Analytics
Set up Google Adwords & Analytics to track
key performance indicators (KPIs), leads,
conversions, or online orders
Javascript Code for Adwords Conversions –
confirmation page only – not needed on other
pages
Javascript Code for Analytics – needed on all
pages, needed also on confirmation page of
contact form/online order form
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44. Adwords Conversion Analytics
in Adwords, you have separate code for tracking
conversions
an Adwords conversion is only a revenue driver, such as a
contact form, request for quote, or online order
confirmation
It is, repeat, an online order/contact form confirmation,
not a contact page view
do not recommend importing Analytics goals
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45. Lesson 4
Google Analytics Engagement Metrics Inside Google
Adwords

46. Additional Data in Adwords
• Typical KPIs
• Engagement Metrics Added (Bounce Rate,
Pages/Visit, Visit Duration, % New Visits)
• Phone Calls & Conversions
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47. Why Engagement Metrics Matter
• You Want Your Phone to
Ring … Online Orders …
Form Submissions
• It’s less likely to happen
if your engagement
metrics are
– <1 minute on page/site
– Bounce rate >40%
– <3 pages viewed
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48. Do it
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BizwatchSearchAnalytics.com/signup