1. Generating Google PPC Leads on a Budget Jo Stumpner PPC Marketing Director Top Floor Technologies Twitter: @jostumpner # searchex May 19th, 2010
2. Table of Contents Why Google PPC? Audience & Goals Target Keyword List Account Structure Campaign Optimization Measure, Monitor, Adjust & Control Resources Twitter: @jostumpner # searchex May 19th, 2010
3. Why Google PPC? Moment of Relevance Twitter: @jostumpner # searchex May 19th, 2010
4. Why Google PPC? Twitter: @jostumpner # searchex Your In Control May 19th, 2010
5. Why Google PPC? Twitter: @jostumpner # searchex Low Cost per Acquisition May 19th, 2010
6. Audience & Goals Buyer Personas Who is your target audience & what benefits appeal to them? Define Goals What do you want them to do when they get to your site? Track KPI’s Use website tracking software and set up KPI tracking. Twitter: @jostumpner # searchex May 19th, 2010
7. Target Keyword List A great pay-per-click (PPC) keyword strategy is central to any campaign’s success, so getting your list right is absolutely critical Twitter: @jostumpner # searchex May 19th, 2010
8. Target Keyword List Keyword Research Google.com Related Searches Google Wonder Wheel Google External KW Tool Competitor Websites Thesarus.com Analytics Twitter: @jostumpner # searchex May 19th, 2010
9. Target Keyword List Keyword Research Search Intent Twitter: @jostumpner # searchex May 19th, 2010
11. Campaign Optimization Use AdWords filters to identify areas for improvement. What should you look for? High Cost Keywords Average Ad Position High Impressions Low Click Thru Rate (CTR) High CPA Low Conv % Low Quality Score Twitter: @jostumpner # searchex May 19th, 2010
12. Campaign Optimization Be Relevant to Improve Quality Scores Refine ad text Refine or remove keywords Improve landing page May 19th, 2010 Twitter: @jostumpner # searchex
14. Measure, Monitor, Adjust & Control Impressions & clicks decreased while average CPC increased. However, our objective was to increase the volume of leads while decreasing the cost per lead. Twitter: @jostumpner # searchex May 19th, 2010
15. Measure, Monitor, Adjust & Control Conversion Ration: Improved from 3.87% to 10.41% for a 168% Increase Total Goal Completion: Increased from 326 to 742 for a 126% improvement Cost per Goal: Decreased from $20.08 to $8.87 for a 55% improvement Twitter: @jostumpner # searchex May 19th, 2010
16. Resources Google Keyword Tool: Free keyword research tool https://adwords.google.com/select/KeywordToolExternal Google Analytics: Free website tracking software http://www.google.com/analytics/ Adwords Editor: Bulk edit tool for AdWords http://www.google.com/intl/en/adwordseditor/ Permutator: keyword list building tool http://www.boxersoftware.com/thepermutator.htm Twitter: @jostumpner # searchex May 19th, 2010
17. Recap Search Brings You Customers At The Moment of Relevance (MOR) The Search Phrase Defines The Searchers Intent Be Relevant Keywords Ad Text Landing Pages Measure, Monitor, Adjust & Control Twitter: @jostumpner # searchex May 19th, 2010
18. Generating Google PPC Leads on a Budget Thank You Jo Stumpner PPC Marketing Director jstumpner@topfloortech.com Twitter: @jostumpner # searchex May 19th, 2010
Editor's Notes
7 bullets
Moment of Relevance: Search generates conversions at the lowest cost per acquisition. SEO & PPC work together
You are in control.
According to the U.S Online Marketers pay per click search ads provide the highest ROI. Now that we understand that PPC can provide conversions at a low cost per acquisition, where do you started?
Step 1. Before you begin selecting keywords, outline who your target audience is. What do they look like, what benefits will interest them? Once you know who you are speaking to, Define what you want them to do when they get to your site. Do you want them to buy a product, request a quote, sign up for a newsletter, download?Once the goals are identified, ensure that your tracking software is set up to track these goals. Ensure your adwords account is linked and auto tagging is turned on if you are using google analytics.
The 2nd step is to begin building your keyword list. Creating the right list is essential to success.
Here is a list of several sources that I use to conduct keyword research and begin building a targeted keyword list. I will show you examples of the first three in a minute… Competitor websites – what are they calling it? Take note of the key benefits that are being sold to the site users. Thesaurus and dictionary.com can also help you. If analytics is installed on your site, investigate what search phrases are bringing users to your site now. Are they the right users? Are they doing what you want them to do. If yes, adding them to the keyword list will help generate a higher volume from users with that search intent. Do you track your internal site search? If so, what are your users asking for?
Consider the search intent. Is it clear by their search phrase? Example: if you sell notebook computers, one may consider the term notebook. However, think about that term for a moment…. What is the searher’s intent? We don’t know! In addition to not knowing their search intent; what else could this user be searching for? A $0.99 spiral notebook perhaps? This term in general should not show up in your keyword list if you are aiming to generate leads on a budget. However, what about the terms “buy notebook computer”? Think about this when choosing your keywords.
Proper account structure is another critical component to your campaigns success. When structuring your accounts, I recommend not using Google AdWord’s set up wizard. It is designed to be efficient, not effective. To effectively set up your campaign, I recommend starting with a basic excel spreadsheet coupled with Google’s free tool called AdWords Editor.When grouping keywords into ad groups, go back to search intent and relevancy. Someone searching for laptop specs vs. buy a cheap laptop have different needs. Even though you may be sending them to the same landing page, you need a different message. Control this message by grouping your keywords into tightly themed ad groups with a focused set of ads for each set of keywords.
Now that we’ve identified areas for improvement, how can we improve? Highlight quality score – explain on next slide
When optimizing your campaign, the keyword quality score is a dominant factor. Working to improve quality score will positively affect your overall campaign performance.
