Lead Generation using Pay-Per-Click and Search Marketing with Google Adwords

NuSpark Marketing

A Strategic Guide to Lead Generation using
Pay-Per-Click Search Engine Marketing with
Google Adwords

www.nusparkmarketing.com, @nusparkmktg

Paul Mosenson, President, NuSpark Marketing Lead Generation Services

Introduction

 What This eBook Is:

 A review of key elements of PPC campaign structure and
strategies for optimization, including landing pages and
conversion tactics

 How PPC campaigns contribute to qualified leads via the
buying funnel

 What This eBook Is Not:

 A beginner’s “how-to” book.

 An ecommerce guide to PPC (focus is lead generation)

 A primer on the Display network. This ebook covers search
engine marketing with Adwords only
© 2010 Mike Moran


About NuSpark Marketing

 Founded in 2010; Team members average 25
years of experience

 Philadelphia based; virtual team of experts

 Provides the process, consultation, strategy, tactics
for firms that need better lead generation, lead
nurturing, and funnel optimization.

 Founder Paul Mosenson is a long-term Media
Director and has been managing digital campaigns
for 15 years successfully

© 2010 Mike Moran


Our Approach: The Three Pillars of Search Marketing

© 2010 Mike Moran


ON WITH THE SHOW

© 2010 Mike Moran


B2B Buyers Use Google to Research Solutions

Enquiro
B2B
research

© 2010 Mike Moran


 Are You There?

 In Front of Your Prospects?

 When They Research a Business Need?

 To Offer Them a Solution?

© 2010 Mike Moran


Let’s Get Started!

© 2010 Mike Moran


How Search Engines Work

 Your site will be indexed
if you have:
 Links, internal and
external

 Content, readable
keyword-laden
messages

 Architecture, properly
build website

© 2010 Mike Moran


Google/Tech Target Research on B2B buyers
search engine activity

PPC is a vital way to attract clicks and generate leads

© 2010 Mike Moran


SEO vs. PPC

 SEO  PPC
 More Time and Effort  Immediate Traffic

 Long Lasting  Promotional Copy

 Can be Less  An Advertising
Expensive over Long Expense
Haul
 Generates Leads via
 Organic Results More Microsites/Landing
Trustworthy Pages

© 2010 Mike Moran


Lead Generation Approach
 SEO  PPC
 Prospects will be
 Prospects will engage
attracted by your offer
with your website, read
for free content or
your story, and need to
information, and
be convinced of your
engage with that
solutions before giving
content by offering their
you their email address
email address in
or calling you for
exchange.
contact.
 Destination:
 Destination: Website
Microsite/Landing Page

For long-term growth; both strategies are crucial

© 2010 Mike Moran


PPC is a Valid Option when the Following Occurs

 When you need results quickly

 When you’re in a heavy competitive environment

 When your website is not optimized for search engines (Need
SEO)

 When you want to test keywords, messages, and calls-to-
action

 When you wish to complement SEO efforts by increasing
visibility if your site is not optimized for certain keywords

 When you need to grow sales, revenue, and market share

© 2010 Mike Moran


THE SEARCH PROCESS

© 2010 Mike Moran


Internet Research Complements the Buying Funnel

Search
strategy
needs to
encompass
each phase
of the funnel

© 2010 Mike Moran


“I have a business problem; let’s find an answer”
 How buyers search
 Type the question
• Are there ways to
improve…
 Type the answer
• Software firms that…
 Type the symptom
• Ways to increase ROI
 Type the product
• Business analysis
software
 Type the brand
• XXXX software

© 2010 Mike Moran


The Buying Funnel: First Step- Issues and Pain
 Sample Query Action
Words

 Optimize

 Troubleshoot

 Improve

 Upgrade

 Resolve

 Fix

 Need

© 2010 Mike Moran


Example

 Free Report

Lead Captured!

© 2010 Mike Moran


The Buying Funnel: Second Step- Solutions
Words

 Services

 Firms

 Companies

 Software

 Tools

 Vendors

 Platforms

© 2010 Mike Moran


Example

Free Trial Lead Captured!

© 2010 Mike Moran


The Buying Funnel: Third Step- Comparisons
Words

 Versus

 Reviews

 Comparisons

 Case Studies

 Experiences

 Pros and Cons

**Social Media Big Here

© 2010 Mike Moran


Example

Another PPC ad from
SAS
Testing Content! Lead
Captured!

© 2010 Mike Moran


The Buying Funnel: Final Step- Brand Search

Well, even IBM not perfect- right organic
page- wrong PPC ad. (More on this later
regarding negative keywords!)
© 2010 Mike Moran


Example

IBM’s Landing
Page a little
busy and
confusing, but
found a white
paper for lead
capture!

© 2010 Mike Moran


Once the Prospects Enter your Funnel..
Convert, Qualify, Nurture, and Close!

© 2010 Mike Moran


BUDGET AND ROI

© 2010 Mike Moran


Set Goals: What Are Your Expected Outcomes

 Generate increased traffic into the top of the funnel

 Convert more prospects into leads; quality leads

 Increase market share; divert leads from
competitors

 Improve our current PPC return-on-investment

 Optimize our inbound marketing efforts;
complement SEO and social media marketing

© 2010 Mike Moran


A Summary of Metrics for Lead Generation PPC

 The Priority KPIs
 Return on Investment (ROI). The ultimate goal; is the campaign giving you
positive return. This is where using dashboards like marketing automation and
Salesforce apps come in handy to match revenue from complex sales with PPC
metrics.

 Conversion Rate. The number of conversions divided by the number of clicks.
The metric acts as a barometer of relevancy; content/offer-landing page-call-to-
action, ad relevancy, and keyword relevancy are all integral to optimizing this
metric.

 Cost-Per-Conversion (or Lead) and Cost-Per Acquisition (Sale) The PPC ad cost
divided by the number of lead conversions or sales. In the middle is CPO, or
cost-per-opportunity. The Cost-per-Conversion metric is a measure of efficiency,
and is driven by strategic bidding and quality score management, as well as
proper conversion architecture. CPA and CPO are driven by nurturing and the
sales conversion process throughout the funnel.

© 2010 Mike Moran


Projected ROI: Lead Generation Sites

 Not as easy to measure; complex sales take a while between
form submission or sign-up conversion and sales resolution

 Options:
 Track “conversion rate” and “cost-per-conversion” for every day
optimization from the Adwords interface,

 Use Google’s integration with Salesforce or marketing automation
platforms that include search marketing modules to measure click-to-
opportunity-to-sale activity via integration with CRMs.

 Create custom dashboards (similar to the basic ones shown in this
ebook) to manage pipeline activity from click to sales

© 2010 Mike Moran


Salesforce for Adwords

 Salesforce for Google AdWords makes it possible for
companies to manage and measure search engine marketing
campaigns directly from within Salesforce.

© 2010 Mike Moran


The lead source from Google Adwords on Salesforce

© 2010 Mike Moran


View the Details (Keyword, Ad, URL) of the Lead

© 2010 Mike Moran


Follow the Lead’s Funnel Activity to Close

© 2010 Mike Moran


Analyze and Measure Pipeline Results

© 2010 Mike Moran


An Example of an Interface from a Marketing Automation
Platform that Tracks ROI from AdWords

© 2010 Mike Moran


Follow the Funnel with PPC; An Example Based on
Existing Pipeline Conversion Rates
 Spend $5,000 on PPC, CPC is $2.00, 2,500 clicks gathered

 25% conversion rate from landing page; 625 content downloads

 Lead nurturing occurs, sales calls occur, qualification process
occurs, eventually 5% of the leads who downloaded the initial
content become sales opportunities, or 32

 10% opportunity-to-close conversion, or 3 sales

 Average net profit per sale is $5,000, or $15,000

 ROI: 200%

© 2010 Mike Moran


Next Example:
Now Work Backwards and Determine Budget
 Conversion Rate and Metric Scenarios

 Sale to Opportunity closing rate: 20%

 Opportunity to Sales Accepted Lead: 50%

 Sales Accepted Lead to Marketing Qualified Lead: 50%

 Marketing Qualified Lead to Inquiries: 20%

 Inquiries to Clicks: 5%

 Average Sale Value: $10,000

 Estimated Cost-Per-Click: $2.00

 Estimated Click-Through Rate: 2%

 So if I Want 5 sales from PPC, What Can I Expect from PPC?

© 2010 Mike Moran


Let’s Calculate Based on Scenarios on Previous Slide

 5 Sales

 25 Opportunities

 50 SALs

 100 MQLs

 500 Inquiries (downloads, trials, registrations)

 10,000 Clicks

 500,000 Impressions

 $20,000 Spend

__________________

 $50,000 in Sales

 150% ROI

© 2010 Mike Moran


Other Costs to Consider

 The costs to nurture leads into sales via the funnel
should ideally be included. The problem is, these
costs are spread across all lead generation
activities, like social media, SEO, advertising,
email, trade shows, etc, as they all go through the
nurturing process.

 The cost of sales people to follow-up and engage
with prospects from PPC is another factor for true
ROI calculations

© 2010 Mike Moran


Another Scenario:
Looks What Happens to ROI When We…
Decrease the
CPC (Cost-
Per-Click)

Then
Increase the
CTR (Click-
Through
Rate)

Then
Increase the
Conversion
Rate

NEAT!

© 2010 Mike Moran


If You’re Not a Complex Sale….

Can still track
campaign ROI by
product, as long as
you know average
sale conversion
rate, average value
per sale, and
margin.

© 2010 Mike Moran


At the End of the Day

 Getting You Profitable Clicks is the Goal; clicks that
turn into quality leads then turn into viable sales
opportunities. By understanding and tweaking the
variables in this ebook, your sales, and return on
investment will increase. Profit is the bottom-line.

© 2010 Mike Moran


Now Let’s

OPTIMIZE GOOGLE ADWORDS

© 2010 Mike Moran


Contents

 Settings Strategy

 Quality Score Strategy

 Keyword Strategy

 Bidding Strategy

 Ad Text Strategy

 Landing Page and Conversion Strategy

 Measurement Strategy

 A Hodgepodge of Optimization Tactics
© 2010 Mike Moran


SETTINGS STRATEGY

© 2010 Mike Moran


Location Targeting

Study your sales regions. Any underperforming or over performing? Consider
a separate campaign for a target sales region that needs emphasis.
Strategically give each region a unique budget based on sales goals and
expected revenue.

Start with a benchmark percent of revenue for budgeting, and adjust
accordingly based on sales region activity
© 2010 Mike Moran


Sample Settings:
Advanced Location Targeting  Geographic target: New York City

 Excluded geography: New Jersey

• Do you mind reaching audiences in another
state that use the term “New York” in their
query? If so, do nothing, if not, just target
Physical Location
Physical Location: Target those in your
• If you only want your ads to show if the search
defined geography query includes a location in your geography,
target using search intent

Search Intent: Target those • If you don’t want your ads to show at all in your
ANYWHERE who combine search excluded geography, do nothing (default)

query with a location term within your • If you don’t want your ads to show in your
defined geography excluded geography, or if a user searches for a
location term in your geography, choose
exclude search intent

© 2010 Mike Moran


Ad Scheduling

Another reason to have unique campaigns by sales region is to optimize time zones,
especially targeting 8a-6p M-F. Google doesn’t recognize time zones, so running ads
starting at 8a ET means the ads run 5a PT.

Additionally, if the work day is of most importance, Google allows you to increase bids by
time period, or by day of week. Be careful to reduce bid percentages as well during non-key
days/times so that the total budget balances out.

© 2010 Mike Moran


Ad Delivery

For lead generation activity, two strategies are
recommended:

a. Optimize for conversions: Better performing ads will
appear more frequently
b. Rotate ads evenly; Ideal for ad copy testing, then after
analysis, do option a.

© 2010 Mike Moran


Device Targeting
 Tablets and Smartphones
continue to grow in
penetration. If for any
reason your research
says your audience
doesn’t use these
devices, or your landing
pages aren’t optimized
for mobile, tablets, or
certain operating
systems, then you may
deselect these options.

© 2010 Mike Moran


Bidding Options
 If Adwords automatically sets bids,
there is no manual bidding for your
keywords. Use automatic budget
optimizing for a campaign where
specific bidding is not crucial to your
ROI and you just prefer exposure.

 Enhanced CPC. If you’re tracking
conversions, Google will
automatically adjust bids to optimize
conversion rate. Bid can increase up
to 30%

 Conversion Optimizer. If you have
enough conversion history, Google
will optimize CPC based on cost-
per-action bids. There’s no ceiling
on bid increases, because reaching
your target CPA is the goal.

© 2010 Mike Moran


More on Conversion Optimizer (Cost Per Action)
 Adwords recommends a maximum CPA
bid, but you can customize it as well

 Target CPA is the average you want to
pay for a conversion, rather than a max.

 Suggestions

 Test CPA bidding in a separate
campaign; split your budget, and
analyze results comparing CPA
vs CPC tactics with regard to
conversions

 Test within ad groups, and adjust
accordingly. Keep the test
simple; don’t make other
campaign changes.

 Best used for high traffic/high
conversion advertisers.

© 2010 Mike Moran


Enhanced CPC vs. Conversion Optimizer

 Enhanced CPC  Conversion Optimizer

 Google automatically  CPA bidding
increases/decreases CPC based
on chances of conversion  Google adjusts CPC based on
historical data; CPC bids adjusted
 Google looks at history, automatically to reach CPA goals
geography, browser settings, time
of day, to predict bid  So CPC bids are adjusted
automatically
 Bids never exceed 30%
 Predicted conversion calculated
 You still manage max CPC bids first, then ad rank determined by
combining CPA bid, quality score,
 Objective: receive more and the predicted conversion rate
conversions and reduce cost-per-
conversion  Objective: Improve conversions
and increase ROI

Recommend testing each and evaluate results

© 2010 Mike Moran


Ad Extensions

 These are extra
clickable options
that can coincide
with your text ads

 They usually
appear with ads in
top 1/2 positions
of search results
with good quality
scores

© 2010 Mike Moran


Sitelink Strategy

 Sitelinks scans your website
and gives you options to add
as a site link.

 You can also create new
extensions if the links are on
microsites or not shown

 A click on a link will still
charge your account

 As shown in example, link to
pages that offer lead gen
opportunity or validation links
like case studies or
testimonials

© 2010 Mike Moran


Call Link Strategy

 Show a business number
on ads that appear on
mobile phones; click-to-
call feature

 Put a Google 800 number
in your ad, that forwards to
a business number. Ideal
if your call-to-action is a
phone number. Text ad
should reflect action- “call
for directions” or “call
sales now” Google calls
this Call Metrics and can
be analyzed along with
click data.
This ad has call metrics and site links!

© 2010 Mike Moran


Social Extensions with Google+ Page

 If you have a Google+
business page, you can link
it to Adwords.

 All the +1s you get from
websites, ads, and search
results will now be tallied
and shown within the text
ads

 When users +1 your digital
properties and listings, your
click rates will likely
increase

© 2010 Mike Moran


QUALITY SCORE STRATEGY

© 2010 Mike Moran


What Is Quality Score

 Quality Score is a dynamic variable assigned to each
keyword. By analyzing a variety of factors, the score
measures how relevant your keyword is to your ad group, ad
text and to a user’s query.

 Google’s mission is to ensure user experience, and that
means targeting ads that closely responds to the user’s
query, offering high click through rates, and clicking to high
quality landing pages that support the ad and query.

 Quality Score is ranked 1-10. Ranks over 7 are considered
excellent. Scores under 4 are considered poor.

© 2010 Mike Moran


Quality Score Factors

 Historical CTR of keyword

 Historical account performance

 Keyword relevance to ad text

 Keyword and ad relevance to the search query

 Relevance of ad text

 Landing page quality

© 2010 Mike Moran


Why Pay Attention to Quality Score

 The ad rank formula: CPC bid x Quality Score
 Low quality score will preclude ads from appearing in a
keyword auction

 The lower the quality score, the higher your CPC bid will
need to be to achieve a good ad rank

 The higher the quality score, the lower your CPC bid will
be to reach an advantageous ad rank

© 2010 Mike Moran


What This Means

 If your goal is to be in the top 3 ad positions, and
your quality score is low, your bid will need to be
high to achieve the desired ad rank. Your CTR will
be high because of ad position, but the CPC will
also be high, and thus you’ll receive less overall
clicks for your budget

 If your quality score is high, your bid won’t need to
be as high to achieve top 3 ad positions. CTR will
be high, and because of lower CPC, you’ll receive
more clicks for your budget

© 2010 Mike Moran


Improved Quality Score Impact on ROI
 Scenario
 CTR increases because
ads are more relevant
and ad rank is better

 CPC is lower because we
performed tactics to
increase quality score

 Now look at the ROI
increase

© 2010 Mike Moran


Strategies to Improve Quality Score

 Keyword  Ads
 Increase impressions to build history,  Ensure keywords are referenced in ad
so that quality score becomes more headlines and ad text
accurate
 Consider DKI- Dynamic keyword
 Boost CTR- add negative keywords, insertion, which puts user queries
update match options to phrase and within ad headlines or within ads. Need
exact, match keywords to specific ads, to be careful overdoing this.
make phrases two words or less to
over 3 (long-tail), pause irrelevant
terms  Landing Pages
 Good content with keywords that solve
 Ad Groups user’s query needs
 Restructure so ad groups are tightly
 Look/feel and usability that increase
themed
user experience
 Ensure ad groups, ads, and keywords
 No pop-ups; optimize loading speed
are very aligned and relevant to a
user’s query

© 2010 Mike Moran


KEYWORD STRATEGY

© 2010 Mike Moran


Set the Stage

 Think about keywords
within the buying
funnel (shown earlier)

 Don’t start with what
you do; start with what
your prospects need

 Consider competitive
research; gather
intelligence

© 2010 Mike Moran


Buying Funnel

 Advertising, Display, Social
Media, Internal Needs Create
Demand

 Search terms, as presented
earlier, should target
audiences throughout their
purchase lifecycle

 The consideration or shopping
phase is the most critical to
present your case as a solution
provider

© 2010 Mike Moran


Think Like Your Customers

 Review your buyer
personas

 What are their needs
and pain points?

 What are their solution
options?

 What content do they
need to make
decisions?
© 2010 Mike Moran


The Long-Tail vs. The Short Query

Long-Tail Short Query
 3 more terms in your  One or two-word phrases
keyword phrase
 High traffic; but less
 Less Competitive relevant; quality score
effect (low CTR)
 Specific terms easier to
match with relevant ads  Need ample supply of
and ad groups negative keywords

 Less Traffic  Harder to write ads

Unless competitive issues call for it, long-tail keywords are always
favored for PPC campaign success

© 2010 Mike Moran


Those Match Types

 Broad Match  Phrase Match
 Build awareness and  More exact matches
generate immediate clicks
 Can still learn keyword
 Learn what people are variations
searching for, then optimize
later
 Exact Match
 Expect high impressions, low
CTR, and high bid prices  Your keyword matches query
exactly with no other words
 Broad includes synonyms in query
and tense variations
 Less traffic; but most
 Bid less as a start vs. other targeted; expect higher CTR
match types

© 2010 Mike Moran


Modified Broad Match
Examples
What It Is  Keyword: +accounting software
Ad will show for user query:

Need accounting software programs

 Stops Google from Accounting tools for dental offices

changing broad match Ad won’t show for user query:

Financial software reviews
keywords to synonyms or
 Keyword: accounting software
related terms
Ad will show for user query:

Financial software programs
 Add a “+” to the broad Accounting programs for dental offices

match term to keep that  Keyword: +accounting +software
word in the query Ad will show for user query:

Need accounting software programs

Ad won’t show for user query:

Financial programs for dental offices

© 2010 Mike Moran


Long-Tail Research Tools

We use tools such as these to populate
our long-tail keywords, and output the
list in any order, as well as match
options.

Note the words in column 3 that cover
the buying funnel stages as well as user
intent

© 2010 Mike Moran


Just a Reminder
 Your ad groups must be aligned with the keyword
groups by category. For the example we just did,
these would be ad groups:
 Financial software solutions/tools

 Financial software firms/companies

 Accounting software solutions/firms

 Accounting software discount/cheap

Alert: Many consultants have their own methods of ad group
structure; just remember; the more relevant, the better quality score
and CTR, and thus more efficient conversions

© 2010 Mike Moran


Negative Keywords: Include in your Campaigns or
Ad Groups
What It Is Examples
 Negative keywords stop ads  Keyword query: Certified
from showing when certain Salesforce Consultants
keywords are in user queries
 Negative keywords in account:
 Eliminates unwanted traffic, software, jobs, careers, trainers,
which in turn increases Sugar, Microsoft, platforms,
relevancy, CTR, and quality cheap, discount, comparisons
score
 Ads won’t show if the
 Conversion rates will increase above terms are in user
as well, and cost per conversion query
will decrease

© 2010 Mike Moran


Example of a Negative Keyword Needed

Widener University
may have a fine
accounting program,
but they need the term
software as a
negative…thus their
campaign not
optimized

© 2010 Mike Moran


Keyword Problems?

 Hover over the
“bubble” in the status
column on your
keyword tab to check,
then use the Google
keyword diagnostic tool
to run more tests.

© 2010 Mike Moran


Research Competitor Keywords with Paid Tools

© 2010 Mike Moran


Of Course, Google’s Own Keyword Tool for
Keyword Research and Competitive Activity

© 2010 Mike Moran


TEXT AD STRATEGY

© 2010 Mike Moran


General Principles for Lead Generation PPC ads
 Headline: Attract attention and relevant to query

 Description Lines: Differentiating feature, key
benefit, call-to-action offer

 Display URL: Identify your company

 Destination URL: Actual landing page, tagged for
analytics tracking

 Continue to test multiple ads and tweak
accordingly for optimal CTR, Conversion Rate, and
Cost-Per-Conversion
© 2010 Mike Moran


First Step

 Make Lists on Your Solutions
 Search for Competitors; What are they saying? What
content or offer are they promoting? Make a list

 What are your key selling points? Why would prospects
buy from you? What makes you unique? Make a list

 Review content assets. What are prospects interested
in? (Buyer persona research!). What can you give away
for free in return for an email address? Make a list

© 2010 Mike Moran


Match Ads to Ad Groups within the Funnel

Issues Solutions Comparison Brand/Product

Ad Ad Ad Ad
Groups Groups Groups Groups

Ads Ads Ads Ads

© 2010 Mike Moran


Ads in Action: “Accounting Software”

Issues Solutions Comparison Brand/Product

Accounting Accounting Accounting Paul’s
Software Software Software Software
Headline

Understand 24/7 Support; Accounting
Fast & Easy
1st Line New Tax
to Deploy
Painless Set- Software- fit
Rules up every need

Free White Money Back Learn More;
Affordable
2nd line Paper; Get Guarantee; Free
Too; Free Trial
Now View Demo Consultation

© 2010 Mike Moran


Destination URLs

 So we can Track
 Ad Groups

 Campaigns
Make Sure Auto-Tagging is
Checked Under My Account-  Keywords
Preferences so…  Ads

 In Google Analytics

© 2010 Mike Moran


Google’s URL Builder

 Use the URL builder
to track other search
engines, digital media,
or social media visits
with Google Analytics.

 Just follow
instructions and
copy/paste URL to
destination link in ad.

© 2010 Mike Moran


Ad Preview with The Preview Tool

See what your ad looks like anywhere you
want, and on a device of choice,

or diagnose any problems
© 2010 Mike Moran


BIDDING STRATEGY

© 2010 Mike Moran


Bidding Considerations for Lead Generation

 Bids can be adjusted on a keyword level or ad group level; both can work. Bidding on
keywords takes more time but can be more profitable in the long run.

 Two of your key metrics are conversion rates and cost-per-conversion. Bidding
management should be to optimize those metrics. Utilize the Google Conversion
Optimizer to maximize conversions (explained earlier)

 Quality Score optimization. As presented previously, the higher your score, the more
effective your campaign will be. For optimal ad rank, you’ll be able to bid lower when a
keyword has a high score

 Consider match options with bids. Broad matches are more competitive and will cost
more; plus quality score will be adversely affected. Watch closely this scenario

 Competition and ad rank. How important is it to be in the top 3? Granted those positions
get the highest CTR and help quality score, but will those efforts be profitable vs. side
and bottom of page ad positions? Best to test tactics and bid accordingly.

 Test the multitude of bidding options as described earlier in Settings and in upcoming
slides.

© 2010 Mike Moran


Determining Maximum Bid

 Maximum CPC is the highest you’re willing to pay for a click;
your actual CPCs will be lower most of the time. Ad position
is based on the combination of maximum bid and quality
score. Two recommendations to determine the initial bid:

 1. Start small; perhaps even $1.00, then start adjusting up
and down on an ongoing basis. Consider competition, CTR,
conversion rates.

 2. Utilize a business formula (see next slide)

© 2010 Mike Moran


Maximum CPC Formula: Lead Generation
 Determine spend for each conversion; use desired profit margin to start. Example: $2,000 per conversion

 Estimate monthly ad impressions based on history or keywords: Example: 50,000 impressions

 Estimate click through rate based on history: Example: 2% CTR

 Use pipeline conversion metrics in order to determine a sale-to click conversion rate. Follow below with
examples:

 Visitor to inquiry: 10%

 Inquiry to MQL: 20%

 MQL to SAL: 75%

 SAL to SQL: 50%

 SQL to Close: 20%

 Multiply 50,000 by 2% (1,000), then the product by the pipeline conversions (.10 * .20 * .75 * .50 * .20). Result: 2
sales

 Divide sales (2) by clicks (1,000). .2% is the actual sales to click conversion rate.

 Multiply cost per conversion goal ($2,000) by conversion rate (.2%), $4.00 is you maximum cost per click bid.

If Your not getting enough volume because your Max CPC is low, increase your Max CPC or work
on quality score improvement. Keep an eye on conversion rates and adjust accordingly.

© 2010 Mike Moran


How Bidding, Ad Rank, and Quality Score Work Together
Ad Rank Formula: Quality Score x Max CPC
Actual CPC Formula: Ad Rank of advertiser below you * quality score + $.01

On the top we have the
ad positioning of 4
advertisers.

Then, Advertiser 3
increased the Max bid
to improve ad ranking

Advertiser 4 improved
quality score

Compare the ad
In both scenarios, there are advertisers bidding and positioning now, and
paying less for higher positions, because of the the actual CPC
quality score. Bottom-line, you just have to balance
bids and quality score in an effort to optimize your
conversion rates and cost-per-conversions.

© 2010 Mike Moran


Bidding Tools from Google

 Google comes with a number of tools to help with
the bidding process, besides the ones mentioned
earlier.

© 2010 Mike Moran


Traffic Estimator

By entering search terms, Your Max CPC bid, and a daily budget, we get a sense of
monthly impressions, clicks, and an estimated CPC and ad position, plus costs and
competitive level. For the above, you may wish to increase the Max CPC for
“accounting software” to increase ad position. This is just a guide and always
subject to change.

© 2010 Mike Moran


Bid Simulator; Simulate Bidding Scenarios
View Ad Group simulations when adjusting
Max CPC. Compare total impressions vs.
Top (position 1-3) impressions. Apply bid to
all keywords or the default bid

Test Bid Simulator at the keyword level
and affects of bid increases or
decreases

Caution: These numbers are NOT absolute and change daily depending
on quality score, competition, and other factors. It’s best to use this
for ecommerce sites. Search for bid simulator on Google and you’ll
see a bunch of reviews, good and bad, on this tool. An increased bit
doesn’t necessarily mean increased profit or decrease cost-per-
lead/cost-per sale because of all of the factors involved.

© 2010 Mike Moran


First Page and Top of Page Bid Estimates

 These estimates for 1st
page bid and top page
bid (Above organic
results) are based on
quality score and level
of competition, and
thus can dynamically
change. These
columns can be
selected on the
keyword tab

© 2010 Mike Moran


Other Bidding Tips

 Adjust bids on the Ad Scheduling section of
Settings; adjust bids by day of week or time of day
if, for example, you want to increase bids by a
percentage during 9a-5p work day.

 If you focus on clicks; use manual or automatic
CPC bidding. If you focus on conversions, use
enhanced CPC or the conversion optimizer.

 Don’t bid for #1 position; lower positions can be
more affordable and may be more profitable. Test.

© 2010 Mike Moran


Principles of Landing Page Conversion Optimization:
Single Page or Microsite Destination (Preferred)
 Content of landing page must align with the PPC message
and searcher intent

 Message must focus on the value of the content or demo you
are offering

 Professional Look and Feel; Establishes Credibility

 Bullet-point, easy-to-read copy that explains the benefits of
doing business with you

 Third-party testimonials build trust in your solutions

 Unique Landing Pages for each PPC campaign

© 2010 Mike Moran


Principles of Website Conversion Optimization:
If You Choose to Capture Leads with Main Website
 Follow landing page optimization from previous side
regarding your destination page

 Build rapport with your prospect; use language in their terms

 Engage audiences with your story; prove your solutions solve
their business needs

 Compelling headlines- relevant keywords- and help Google
with keyword-laden title tags

 Guide prospects to your call-to-action easily, and on every
page when possible; the decision to contact your firm can
occur at any moment during a site visit.

© 2010 Mike Moran


Landing Page Previews

Because you can preview landing pages before clicking now, it’s
upmost to have readable, compelling content to attract audiences
who choose to preview before making a decision to click.
© 2010 Mike Moran


 A properly executed CTA tells
Call-to-Action prospects what step they need to
take to become a conversion.
Some best practices:
 Match offers to audience needs
throughout the funnel. Early
stage actions lean towards white
papers; later stage actions may
be free consultations or trials.

 Don’t have prospects dig for your
CTAs. It’s fine to include a CTA
on most pages to reach those
prospects whenever they’re ready
for a conversion action. And
keep CTAs above the fold.

 Make CTAs stand out; bold
graphics and colors, and
compelling action message that
aligns with the offer. Don’t
confuse prospects.

© 2010 Mike Moran


Proper Web Form Architecture

 Simple fields; keep the number of fields short. Limit
required fields to the bare essentials

 Gather minimal intelligence for initial lead
qualification (job title, industry, purchase influence).
(Can always gather more during nurturing process)

 Forms that are completely filled out represent
buyers closer to their buying decision and should
be scored as such

© 2010 Mike Moran


Interesting
research from the
2010 Google/Tech
Target B2B CIO
report

Using Radio
Buttons make it
easy for
prospects to
select choices

© 2010 Mike Moran


 The key page that confirms a
The Thank You Page conversion; track page via
Google Analytics as well as
Google conversion code

 Establishes a relationship;
remind audiences of the value
they are receiving

 Opportunity for additional
conversion activity (subscribe
to content; download more
content, register for a video)

 Offer surveys and gather
additional intelligence

 Promote social media links

© 2010 Mike Moran


Google’s Website Optimizer

Utilize the optimizer to test landing pages and optimize
conversions
Have meetings with IT or webmasters to help with the
test set-up

URL: http://www.google.com/support/websiteoptimizer

© 2010 Mike Moran


Track Conversions; Option 1, via Adwords

 Create a conversion code to
embed on your thank you
page

 Give it a Category
(purchase, sign-up, lead,
page view), and optionally,
a value (if you have multiple
conversion opportunities)

 Generate a Code; install.

© 2010 Mike Moran


 A View-Through tracks banner/display
Advanced Conversion Tracking ad views prior to PPC conversions, and
thus gives some credit to the effect of
display has on search conversions.

 Enabling de-duplication allows only click
conversions to be counted. Disabling
mean conversions are counted twice- as
click conversions and view-through
conversions. And you can customize the
amount of time between the ad view and
the conversion. 30 days is default.
From Google:
Reasons to enable setting

Most of your online advertising activity is conducted through
AdWords and you rely on AdWords Conversion Tracking to
monitor CPA performance

Reasons to disable setting

You're trying to compare campaign information with other non-
Google content campaigns that might not include search click
activity and you want information about placements that are
positively correlated with search ad clicks (for example, users
see your display ad and then click on a search ad or you're
already using another kind of tracking system (e.g. an ad
server)

© 2010 Mike Moran


Conversion Types
Google offers two types of conversion metrics
 1-per-Click  Many-per-click

 If a person performs a  If you have multiple
conversion, he is only conversion tactics, a person
tracked as a conversion once can be tracked as
within 30 days after a click conversions multiple times

 Example: I download a white  Example- I download white
paper and subscribe to a papers, sign up for
blog, I am counted as 1 newsletters, purchase an
conversion. item, all within 30 days, I am
counted as 3 conversions

Conversion (1-per-click) tracks unique people performing a conversion. Many-per-click
enables you to track all of the conversion activity even if people are counted more than
once

© 2010 Mike Moran


Track Conversions, Option 2, Integrate with GA
1. Allow Data Sharing
(from Analytics
settings)

2. Set-up Conversion
Goals from Analytics

3. Import from GA from the
Adwords interface

© 2010 Mike Moran


So We Can Track and Optimize…

•Conversion Rate, and Cost-Per-Conversion

•1-per-Click vs. Many-per click

•By campaign, ad group, ads, keywords

•And I can add view-through conversion
metrics as well
It’s a good thing I can use the Conversion
Optimizer and Enhanced CPC to assist in
the process
© 2010 Mike Moran


One More Conversion Thing..
 Google by default tracks conversions within 30 days of a click. The window
is based on the cookie file remaining on the prospect’s PC. Keep in mind,
conversion tracking is not perfect- consider:

 Prospect deletes cookies in between click and conversion

 Prospect signs up for a 30-day trial, what if he purchases after 30
days?

 What if the prospect clicks on one PC, and converts from a tablet?

Google Adwords tracks conversions based on 1st touch. That means my initial query gets
credit for a conversion, if that conversion occurs within 30 days. If I did two searches via the
funnel approach as described earlier, my conversion is still based on the first click.

 The story is different with Google Analytics..

© 2010 Mike Moran


Cookies with Google Analytics
Google Analytics send a number of cookies to a user’s
computer, tracking visitor sessions, unique visitors,
custom variables, and of course traffic sources and
navigation.

User session cookies can last up to 2 years, but traffic
source cookies expire in 6 months, meaning
conversion goals by visitor/traffic source can be
measured 6 months after a visit (as long as cookies
aren’t cleared)

If you’re a techie, you can actually change the default
with some coding, especially if your business has a
long life cycle- from Google
Whereby Adwords tracks
first click, Analytics tracks
activity based on last click-
an important note to keep in
mind when analyzing data

© 2010 Mike Moran


Multi-Channel Funnels; Google Analytics Report
This Analytics reports
shows within past 30
days how all traffic
sources assist and
affect conversions.

This attribution report
attempts to give credit
to PPC, social media,
email, and other
sources before the last
click visit that became
a conversion

© 2010 Mike Moran


Dynamic Phone Number Insertion
Another way to track phone
call conversions is to utilize a
third party call tracking firm.

Simply, unique phone
numbers replace your regular
business phone number on
your website or landing page,
mapped to lead generation
tactics (Google, Social Media,
even keyword)

Benefit. If you rely on phone
calls as well as lead form
conversions, you’ll now be
able to track both conversion
methods and have a true
picture of conversion metrics
by media source.

© 2010 Mike Moran


Segment Your Results; Find Trends; Take Action
Match Type
Click Type
Device Type

Conversion Brand New: +1
Day Of Week Annotations!
Type
Were you +1’d
by Google Plus
circle friends
or basic
audiences in
Ad Position- general?
Top 3 vs.
Time of Day
Other Segments can be found
on campaign, ad group,
ad, and keyword levels

© 2010 Mike Moran


How’s My Daily Budget?
Look at what the potential affects are if your campaigns and
adgroups increase their budgets.
Note what potential clicks or impressions you’re not showing for

If your conversion
rates and cost-per-
conversions are
strong, this is an
option to test..

© 2010 Mike Moran


See Search Terms

This button on the keyword tab shows actual terms that
users clicked. It’s a nice tool to see what queries
accompanied your match types and their performance.
Add or exclude terms accordingly, and also assign bids
and URLs for those keywords you add.
© 2010 Mike Moran


Opportunities

Google analyzes your campaigns and gives ideas to improve campaign
performance. The categories for opportunities are Budget and Keyword.
Useful tool for when I’m looking for performance ideas and new
keywords.
© 2010 Mike Moran


Mobile
Small text ads may also appear on mobile browsers provided the landing
pages are optimized for mobile. Click to call is also an option for phone
lead capture. Mobile performance can all be tracked with Adwords and
Analytics

© 2010 Mike Moran


Campaign Competitive Metrics  Impression Share: Based on your
settings and budget, the percentage of
times your ads were shown as
compared to the total impressions your
ad was eligible to be shown.

 Exact Match IS (Impression Share):
Percentage of time your ads were
shown as exact matches compared to
exact match keyword searches.

 Lost IS (budget): Impressions lost due to
insufficient budget.
In marketing circles, the term
“share of voice” or “share of  Lost IS (rank): Impressions lost due to
low ad rank (CPC x quality score)
wallet” is used to define market
share. Google offers metrics  Again, another measure of what
happens when quality score is
that also attempts to ascertain not at good levels; you have to
this regarding paid search bid more to recapture
impressions.
share. Utilize when reviewing
budget and competitive activity.

© 2010 Mike Moran


 Automated Rules makes account changes
Automated Rules automatically based on specific criteria; with
the benefits of managing optimization time
more effectively.

 Automation options:

 Bidding, Maximum bids, budgets

 Enable or pausing depending on criteria

 What variables produce the automated
activity

 How often the automation should occur

 What history to look at before automation
occurs

 Affect keywords, ads, ad groups, or
campaigns

© 2010 Mike Moran


Automated Rule Examples

 Pause or enable ads or campaigns for promotional
events or offers

 Pause low-performing ads or keywords based on
selected performance metrics

 Adjust bids up or down based on cost per
conversion, desired average position, first page
position, ad scheduling

 Adjust campaign budgets based on conversion
goals and daily click activity.
© 2010 Mike Moran


Alerts; Get Notified if Certain Criteria Occur

 You can receive email
alerts when certain
conditions you set up
occur. (i.e. failed to
reach daily budget)

 Alerts can apply to
specific keywords,
multiple keywords, or
campaigns.

© 2010 Mike Moran


PPC Management Tips

 Analyze best performing campaigns and look to
make them even better; add keywords, test ads,
test landing pages

 Analyze low performing campaigns and follow
many of the suggestions in this ebook; review ad
groups/ads/keywords for relevancy/alignment,
pause terms, update match types, test bidding
options.

© 2010 Mike Moran


Why We Need Enterprise Management PPC Tools if
Your Firm Qualifies
 You have multiple business units and leadership teams

 You have a very large amount of products that you promote globally,
meaning you have multiple landing page and content needs

 You do business in multiple countries in multiple languages. That
means region-specific keywords, insights, and strategies

 You need the technology to upload millions of keywords, with
support for the languages and currencies

 You need to do comprehensive testing; multivariate and a/b tests,
comprehensive retargeting, and attribution analysis

© 2010 Mike Moran


PPC Management Platforms/Tools
Besides the basic Adwords
interface, these are some of the
other paid programs that help
manage large scale/enterprise
accounts, multiple search engines,
and cross-channel integration.

For DIY Solutions, the Adwords
Editor is a free Google tool that
easily manages bulk changes and
multiple account navigation

© 2010 Mike Moran

Lead Generation using Pay-Per-Click and Search Marketing with Google Adwords

Lead Generation using Pay-Per-Click and Search Marketing with Google Adwords

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