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4 elements of winning ppc strategy by Joel Bondorowsky

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4 elements of winning ppc strategy by Joel Bondorowsky

  1. 1. Measurable Performance Multiple Targeting Options Spread Across Multiple Platforms Control ABOUT PPC
  2. 2. BUT FIRST, MEET JOEL Grew Up in Orlando, Florida One of Google AdWords First 300 Users Somehow Ended Up Living in the Northeast of Brazil For 6 Years Moved to Israel in 2009 Fell in Love with PPC while Working at Wix Briefly Worked at Similarweb Founded Qualityscore Late 2012 Just Launched PPC Designs
  3. 3. STRATEGY
  4. 4. COMPONENTS OF EFFECTIVE STRATEGY Audience The Right Tools Best Ad Destination Effective Optimization
  5. 5. WHO THEY ARE ü Location ü Age ü Gender ü Parental status Ireland Female 25 years old Male 29 years old Switzerland Male 56 years old Canada Female 19 years old JapanFemale 32 years old Male 41 years old Male 36 years old France Father Mother Mother Father
  6. 6. THEIR STATE OF MIND
  7. 7. THE DECISION MAKING FUNNEL
  8. 8. AWARENESS
  9. 9. INTEREST
  10. 10. DESIRE
  11. 11. ACTION
  12. 12. NOW CHOOSE THE RIGHT TOOL TO REACH THEM
  13. 13. WHAT ARE THE TOOLS Google Search Ads Bing Search Display Advertising Native Advertising Outbrain/Taboola Facebook/Instagram/Twitter Reach people by what they are looking for Reach people who are browsing Reach people who want to read Reach people on social networks Video Reach people watching video
  14. 14. WHEN THEY DESIRES YOU & ARE READY FOR ACTION
  15. 15. SELLING TO THESE USERS They express their intent with a search They are actively researching a particular product on a website Search Advertising Display Advertising ü Fewer in numbers ü Most expensive traffic ü Higher conversion rates
  16. 16. THE RIGHT ADS FOR THESE USERS Must clearly reflect what users are searching for Experiment ways to reflect what users are thinking Always end with a clear CTA Should be straight & to the point with little fluff
  17. 17. LANDING PAGE – WHERE YOU SEND THEM • (1) Headline which reflects their search • (2) An image of what they are looking for • (3) Short sales copy • (4) Clear call-to-action • (5) Element to show credibility of the vendor (usually under the CTA) (1) (2) (3) (4) (5)
  18. 18. WHEN YOUR AUDIENCE IS NOT YET AWARE OR INTERESTED
  19. 19. TURN AWARENESS INTO ACTION These users need to be educated about your product They are targeted by who they are & what they are interested in Display, video, social PPC as well as content marketing are possible tools They are many times more plentiful than those ready to take action Their conversion rates are lower Their traffic is cheaper
  20. 20. THE RIGHT ADVERTISING MESSAGE TO REACH THESE USERS The ad must entice the click, not sell The message should relate to the problem not the solution (product) Message must be clear Tone down the graphics Always have a clear CTA
  21. 21. LANDING PAGE – WHERE YOU SEND THEM • (1) Sales copy is longer • (2) Quality copy • (3) Video sales letters can help • (4) Offer and price shouldn’t be immediately apparent (1) (2) (3) (4)
  22. 22. EFFECTIVE OPTMIZATION
  23. 23. SUCCESS STARTS WITH ROI ROI = (Sales Value) x CVR________________ CPC THE FACTORS THAT DETERMINE ROI ü Sales value ü Conversion Rates ü Price paid per click
  24. 24. HOW TO LOWER CPC`S - A/B TESTING
  25. 25. INCREASE VALUE PER VISITOR WITH SALES FUNNEL OPTIMIZATION
  26. 26. INCREASE VALUE PER VISITOR – MORE EFFECTIVE TARGETING
  27. 27. OPTIMIZATION EXAMPLE Week 2 Week 3Week 1Benchmark Week 4 ROICVR CPC Week 5 Profit $2000 $2000 $2000 $2000 $2000 $4.50 $4.00 $2.00 $2.00 $2.00 0.5% 0.7% 1% 1.5% 2% 11% 17% 50% 75% ü100% $5.00 0.3% 6% -$1,880 -$1,778 -$1,650 -$1,000 -$500 $0 Spend $2000
  28. 28. CONCLUSION Who your potential customers are and how well they know your product should dictate: Which PPC channel you use The type of messaging you use Your landing page copy Effective Optimization increases ROI by: Lowering cost per click with A/B testing Improving visitor value by increasing conversion rates Improving visitor value with better targeted traffic

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