Is Paid Search Failing You?

@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Tad Miller
Vice President of Accounts, Marketing Mojo
Amanda Sides
Account Director, Marketing Mojo
IS PAID SEARCH FAILING
YOU?

TODAY’S PRESENTERS
AMANDA SIDES
Accounts Director
Marketing Mojo
@amanda_sides +Amanda Sides
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller

ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more

OUR CLIENTS

THE SHORTCOMINGS OF
SEARCH ADVERTISING
PPC Keyword Advertising Sometimes Falls Short of Delivering

PPC KEYWORD ADS DO WORK
• Search Advertising is Still “Pull Marketing”
• These are customers that are seeking your
products or services – some are ready to buy
now

IT’S WAY BETTER THAN A BILLBOARD

BUT…

SHORTCOMING – HORIZONTAL RELEVANCE
• The same keywords can mean different
things to different people
• “Green Vacuum”

HORIZONTAL RELEVANCE: “GLORY DAYS”

HORIZONTAL RELEVANCE -SMARTWATCH

HORIZONTAL RELEVANCE - B2B CONTEXT
• “Battery Testing”
Consumer Search Intent Battery Manufacturer Search Intent

WHAT IF YOU ARE AFTER THE B2B NICHE?
Electric Car Battery
Manufacturers

CAN YOU “PRE-QUALIFY” WITH KEYWORDS?
• Our client sells “Social Media Management Software”
› Enterprise level product: 12 months/$100,000
commitment
• These 2 people both search for “Social Media Management
Software”
Lives in parent’s basement. Has a band
with a Facebook Page and Twitter
Account.
Chief Marketing Officer of Xerox

APPENDING “ENTERPRISE”
• You can append the word “enterprise” onto
your keywords
• Just shrinks the audience size and likely
eliminates qualified searchers

SOMETIMES PPC IS JUST
STUPID EXPENSIVE
You need to pay $50 a click like you need a solid gold toilet

DATA RECOVERY CPC IS CRAZY
Emergency Data Recovery $117 CPC Linux RAID Recovery $109 CPC
RAID Recovery $96 CPC SQL Data Recovery $60 CPC

GET A LOAN FOR BUSINESS PHONE CPC
Business Telephone Service Providers $203 CPC
VOIP Phone Solutions $175 CPC Business Phone Service $102 CPC
VOIP Business Phone $89 CPC

WEB HOSTING CPC
Dedicated Hosting $73 CPC Hosting $27 CPC
HIPPA Compliant Hosting $114 CPC Managed Cloud Hosting $87 CPC
Managed Hosting $75 CPC
Virtual Servers Hosting $63 CPC Secure Hosting $59 CPC

INSURANCE CLICKS = HIGH CPC
Auto Insurance Quotes $68 CPC Life insurance $45 CPC
Home Owners Insurance $27 CPC Motorcycle Insurance $20 CPC
Insurance $20 CPC
Renters Insurance $18 CPC

STOP THE BIDDING MADNESS!

THE PAID SEARCH PROBLEM IN B2B
• “Ham-Fisted Bidders” are
bidding on ego and not on
the results the advertising
brings
• The more expensive the
offering the higher the bid
• Competition is high for a
limited audiences

WHAT HAPPENED TO THE
KEYWORD LONG TAIL ?

ADWORDS LONG TAIL ?
Low
Low Search Volume Status Blows the Keyword
Long Tail Up and forces advertisers to use
Broad Match at high bids to get Long Tail
Keyword Matches

THE MISSING PPC LONG TAIL
• The growth of “low search
volume” keywords in AdWords is
exponential
• The keyword “Long Tail” only
exists when Google lets it
• They are happy to “broad match”
overly broad keywords at high
CPCs

THERE ARE SOLUTIONS

LINKEDIN ADVERTISING

LINKEDIN TO THE RESCUE FOR B2B

WHY LINKEDIN ?

WHY LINKEDIN ?
LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn
Groups.

HERE’S THE KEY

LINKEDIN CASE STUDY
Our B2B Client had only utilized traditional search
PPC advertising on Google AdWords for about 13
months
› Mostly going for “Contact Us” conversions
› Only delivered 145 Form Completions
› Over $13 CPC
› Over $600 Cost Per Lead

LINKEDIN CASE STUDY
• Focus on White Paper & Webinar Sign ups with custom landing pages
• In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC for
our client
• In 4 months, Linkedin Ads delivered 217% more leads than what the previous
13 months of PPC produced - for 82% less budget
• The cost per lead during the 4 months of LinkedIn Ads was 94% lower than
PPC
• Cost Per Lead was $35 overall with some campaigns under $20 per lead
• Conversion rate was over 1,500%better than PPC

FACEBOOK ADVERTISING

FACEBOOK ADS

WHY FACEBOOK?
• Largest Social Network
• Active Users
• Targeting Options
• Low Cost
• Measurement
blog.kissmetrics.com/facebook-statistics/

TARGETING OPTIONS
› Age
› Gender
› Location
› Education
› Relationship Status
› Career
› Interests/Likes
› Hashtags
› Behavior
› Connected to you
› Custom Audiences
› Retargeting
• Nail Down Target Audience

Right-Side Ads News Feed Ads
AVAILABLE AD LOCATIONS

CASE STUDY: COST-PER-LEAD
Facebook AdWords LinkedIn
Cost-Per-Lead
+71%
+78%

WHY?

CASE STUDY: CONVERSION METRICS
AdWords
Facebook
Conversion Rate
AdWords
Facebook
Cost-Per-Conversion
+99%
-82%

REMARKETING

REMARKETING ADS

WHY REMARKETING?
• Target People Already Interested in Your
Business
• Utilize Social Ad Initiatives
• Customized Messaging
• Efficient Use of Ad Budget

REMARKETING & LINKEDIN
• Identify your
Specific LinkedIn
Audiences by
Tagging your
URLs
• http://bit.ly/URLBldr

THINGS TO CONSIDER
• Utilize Longest Member Duration
• Frequency Capping
• Potentially Exclude Past Converters
• Separate Lists for Cart Abandonment

CASE STUDY: REMARKETING VS. SEARCH
• We built long term remarketing lists for a
farm store retailer to use when specific
products went on sale
• Used product specific Display Ads for 5 to
21 day sales periods

REMARKETING COMPARISON
Results:
+238%
Remarketing Ads were 238%
More Likely to Covert than non-
branded search keywords
- 45%
Remarketing had a cost per
conversion 45% lower than
non-branded keyword search

GOOGLE DISPLAY NETWORK

DISPLAY ADS ACTUALLY
WORK…YES, REALLY!

THE CAVEAT
• Don’t just buy impressions
• Use the Google Display Network and pay
by the click
CPC > CPM
• Manage based on the results on your site,
not on how many people might have seen
the ad

GOOGLE DISPLAY VS. GOOGLE SEARCH
• If Search Keyword CPCs are high, then Display
Ads for the same advertiser are almost always
lower
KEYWORDS
CPC

MATH YOU NEED TO DO
• Example: Cloud Storage Provider pays
almost $10 per click for Non-Brand
Keywords on Search Network
• Same Advertiser’s Display CPC only $1.82
• Display Cost Per Conversion is 69% lower
than Search
• $10 - $1.82 = A HECK OF A LOT OF $

SLASH CONVERSION RATE AND WIN ?
• If Display CPC is 80% cheaper than Search you get
significantly more clicks than Search campaigns
• We have situations where clicks increase 400% and
conversion rate gets cut in half
• Result: Incremental conversion growth, Costs per
conversion cut in half…but conversion rate looks
bad
*

IT’S NOT JUST THAT IT’S
CHEAPER. IT WORKS TOO.

GOOGLE DISPLAY TARGETING FEATURES
• Google Display Network is Different than it
was 2 years ago
• Much more customer focused now

DISPLAY ADS BY GENDER
Or Exclude
Up 25%

BID & TARGET BY AGE

TARGET BY SEARCHERS INTERESTS

TOPIC TARGETING
• You can also target Google Display Ads to
sites that match a certain topic

CONTEXTUAL ADS
• You can still put your search keyword lists
into Display Campaigns and contextually
trigger them
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FILTER YOUR AUDIENCES
• Layer your targeting
methods to make a
small but super
audience
• Bid big! It’s worth it.

FIND THE RIGHT ONLINE
MARKETING MIX

THE TACTIC FUNNEL
• We find the mix of tactics that
produces the most conversion
value for the lowest conversion
cost as we progress and get
data
• What works for one client,
doesn’t always work for the
other.
• We strive for maximum
impression share in the tactics
that produce best results and
less so on tactics that aren’t as
effective
Best Converters
Worst
Converters
Brand Names
Remarketing
Demographically
Targeted Display Ads
LinkedIn Ads
Demographically Targeted
Facebook Ads
Non-Brand KW
Search Ads
Contextually Targeted
Display Ads
Twitter Ads
KW Ads on
Competitor
Names & TMs
Highest Bid
& Budget
Priority
Lowest Bid
& Budget
Priority

IT’S WORK. BUT TRY, TEST & SUCCEED
• Set up and testing on a mix of channels
takes time…but it’s worth it.
• Don’t be a “One Trick Pony” with just
Search Ads
• Branch out and diversify your online tactics
to find the right mix with the best results

CONTACT
AMANDA SIDES
Accounts Director
Marketing Mojo
@amanda_sides +Amanda Sides
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller

LOOKING FOR HELP?
Contact Marketing Mojo
800-939-5938 ext. 101
jmiller@marketing-mojo.com
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

Is Paid Search Failing You?

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