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How to Survive (& Actually Thrive at) SMB PPC

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DFWSEM

The document discusses tips for small and medium-sized businesses (SMBs) to succeed with pay-per-click (PPC) advertising. It recommends segmenting campaigns by match type and keyword, using shared budgets, researching keywords without spending money, using remarketing lists, and focusing on the client's key performance indicators in reporting. While SMBs have smaller budgets, the presenter argues PPC can still work for them if they set up accounts well, target keywords accurately, budget intelligently, and communicate effectively with clients.

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How to Survive (& Actually Thrive at) SMB PPC. State of Search, Dallas 2016
@PPCKirk #StateOfSearch SMB PPC
@PPCKirk #StateOfSearch SMB PPCNo Competition Great Product Great Content Great Client
@PPCKirk #StateOfSearch SMB PPCNo Competition Great Product Great Content Great Client EXPLOSIONS
@PPCKirk #StateOfSearch SMB PPCCan SMB PPC really work? Or are we destined to be outbid and out- budgeted by the big brands? The Big Question About Little PPC http://www.sportsmanagementdegreehub.com/wp- content/uploads/2013/06/5.-Greg-Grant.jpg
Kirk Williams @PPCKirk blogger: Search Engine Land, Moz, PPC Hero, Wordstream, Klientboost speaker: SMX, Hero Conf, Confluence Con, State of Search, SLC DMC Billings, MT
Kirk Williams @PPCKirk My Mother- in-Law says I do PCP. “Worthless man.”
Kirk Williams @PPCKirk My Mother- in-Law says I do PCP. “Worthless man.”
@PPCKirk #StateOfSearch SMB PPC Definition of SMB
@PPCKirk #StateOfSearch SMB PPC(Often) Local Definition of SMB
@PPCKirk #StateOfSearch SMB PPC(Often) Local Definition of SMB Simple Account
@PPCKirk #StateOfSearch SMB PPC(Often) Local Definition of SMB Simple Account Simple Product or Service
@PPCKirk #StateOfSearch SMB PPC(Often) Local Definition of SMB Simple Account Simple Product or Service Low Budget < $2500
@PPCKirk #StateOfSearch SMB PPC Caveat: My SMB PPC Today = Search Engine Marketing
@PPCKirk #StateOfSearch SMB PPC “This is how we are going to rock at SMB PPC.”
@PPCKirk #StateOfSearch SMB PPC SMB PPC TIP 1 Set Yourself Up Like Chuck Norris Playing 1- Man Volleyball.
@PPCKirk #StateOfSearch SMB PPC The slower the getaway car, the more you need a good head-start. “It’s a setup! Step on it, Vinnie, drive!”
@PPCKirk #StateOfSearch SMB PPC SMB requires skill, since you can’t “just throw budget at it.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits
@PPCKirk #StateOfSearch SMB PPC SMB requires skill, since you can’t “just throw budget at it.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits
@PPCKirk #StateOfSearch SMB PPC What about Account Structure? HOTLY DEBATED
@PPCKirk #StateOfSearch SMB PPC Chuck Norris’ opinion (and mine): WHACK
@PPCKirk #StateOfSearch SMB PPC Chuck Norris’ opinion (and mine): “Why, segment SMB Campaigns by Match Type, by jove.” MORE WHACKS
@PPCKirk #StateOfSearch SMB PPC Remarketing (more on this later) Display Remarketing Search Remarketing
@PPCKirk #StateOfSearch SMB PPC Bing Ads: USE IT
@PPCKirk #StateOfSearch SMB PPC SMB Website Logic: IF Website = SMB THEN Quality = BAD.
@PPCKirk #StateOfSearch SMB PPC Bad Website? Try LPs
@PPCKirk #StateOfSearch SMB PPC So Remember: Set Yourself Up Like Chuck Norris Playing 1- Man Volleyball.
@PPCKirk #StateOfSearch SMB PPC SMB PPC TIP 2 Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!”
@PPCKirk #StateOfSearch SMB PPC In SMB PPC, Budgeting Well is as Essential as…
@PPCKirk #StateOfSearch SMB PPC Account Organization & Budgeting Separate Campaigns by Match Type for Budget Control
@PPCKirk #StateOfSearch SMB PPC My SMB Automated Budget Rule Strategy Pause & assign campaign labels throughout the month
@PPCKirk #StateOfSearch SMB PPC My SMB Automated Budget Rule Strategy
@PPCKirk #StateOfSearch SMB PPC Shared Budgets: An SMB Win!  Keep TOP (or big spender) campaigns separated  Split Remaining Campaigns into Shared Budgets
@PPCKirk #StateOfSearch SMB PPC Investigate Shape (formerly Steadybudget)  Not a paid ad   Pull in Google + Bing + FB to control *total* budget  See projections
@PPCKirk #StateOfSearch SMB PPC SMB Budget Requests  Don’t be a Google rep
@PPCKirk #StateOfSearch SMB PPC SMB Budget Requests  Don’t be a Google rep  Use. Data. SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month
@PPCKirk #StateOfSearch SMB PPC SMB Budget Requests  Don’t be a Google rep  Use. Data.  Make hard, realistic recos SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month __________________ Suggestion: Raise to $2500
@PPCKirk #StateOfSearch SMB PPC So Remember: Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!”
@PPCKirk #StateOfSearch SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
@PPCKirk #StateOfSearch SMB PPC Keyword Targeting Prioritize [exact]
@PPCKirk #StateOfSearch SMB PPC Keyword Targeting Build out top terms into SKAGs
@PPCKirk #StateOfSearch SMB PPC SMB KW Research – No Monthly $$ Required!
@PPCKirk #StateOfSearch SMB PPC Negative Keyword Tips Neg KW Lists?
@PPCKirk #StateOfSearch SMB PPC Negative Keyword Tips NO
@PPCKirk #StateOfSearch SMB PPC Negative Keyword Tips
@PPCKirk #StateOfSearch SMB PPC Negative Keyword Tips DOESN’T WORK
@PPCKirk #StateOfSearch SMB PPC Negative Keywords Use SQR/STR to find “bulk” KW modifiers when traffic is low.
@PPCKirk #StateOfSearch SMB PPC Negative Keywords Use SQR/STR to find “bulk” KW modifiers when traffic is low.
@PPCKirk #StateOfSearch SMB PPC Remarketing Audiences SMB RLSA FTW
@PPCKirk #StateOfSearch SMB PPC Remarketing Audiences
@PPCKirk #StateOfSearch SMB PPC Remarketing Audiences
@PPCKirk #StateOfSearch SMB PPC Remember, SMB Targeting = Control 1 Random bid modifiers = monsters
@PPCKirk #StateOfSearch SMB PPC Remember, SMB Targeting = Control 1 Random bid modifiers = monsters 2 Return customers ≠ new customers 353% Increase in ROAS 588% Increase in CVR Shopping Client vs
@PPCKirk #StateOfSearch SMB PPC Remember, SMB Targeting = Control 1 Random bid modifiers = monsters 2 Return customers ≠ new customers 3 Budget control, FTW
@PPCKirk #StateOfSearch SMB PPC Lists = User Behavior + Micro-Conversions
@PPCKirk #StateOfSearch So Remember: Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
@PPCKirk #StateOfSearch SMB PPC SMB PPC TIP 4 Report Like You’re a Tattletale “your CPA rose inexplicably”
@PPCKirk #StateOfSearch SMB PPC SMB Reporting Rule Number 1: Don’t be Han Solo
@PPCKirk #StateOfSearch SMB PPC It’s about the client.  IT’S ABOUT THE CLIENT.  Identify & Report on THEIR KPIs SMB Reporting Rule Number 1: Don’t be Han Solo
@PPCKirk #StateOfSearch SMB PPC SMB Reporting Rule Number 2: Your clients are busy. Don’t waste their attention with pointless metrics
@PPCKirk #StateOfSearch SMB PPC E.g., bounce rate = pointless metric. Also, consider combining Google/Bing into “PPC”
@PPCKirk #StateOfSearch SMB PPC SMB Reporting Rule Number 3: Don’t Over-report (Monthly) Don’t waste your or their time with low budget weekly reporting
@PPCKirk #StateOfSearch SMB PPC SMB Reporting Rule Number 4 Show the Big Picture, too SMB clients/owners L.O.V.E. seeing YTD
@PPCKirk #StateOfSearch SMB PPC SMB Reporting Rule Number 5: Make it Pretty They don’t have time to page through excel files.
@PPCKirk #StateOfSearch SMB PPC SMB Reporting Rule Number 5: Make it Pretty They don’t have time to page through excel files. kerpow
@PPCKirk #StateOfSearch SMB PPC My Reporting Tool Recommendation
@PPCKirk #StateOfSearch SMB PPC So Remember: Report Like You’re a Tattletale “your CPA rose inexplicably”
@PPCKirk #StateOfSearch SMB PPC So, can SMB PPC Really Work??? Are we destined to be outbid and outgunned buy bigger competitors?
@PPCKirk #StateOfSearch SMB PPC YES, SMB PPC can work, if we:  Set up our accounts well  Target accurately  Budget Intelligently  Communicate well
@PPCKirk #StateOfSearch SMB PPC “Yep, we’re good.” Thanks, mom
Thank You! Questions, Ideas, Insults? Slides + Links: zato.marketing/smb-ppc

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