Presented in partnership with Cultivate Communications at the Wisconsin Manufacturing & Technology Show on October 3, 2017. Users got to learn about how PPC has changed over the years, and where our focus should be with paid search.
6. @MilwaukeePPC #WIMTS2017
15% of search queries
entered in Google
every day have never
been searched before.
Source: http://searchengineland.com/google-reaffirms-15-searches-new-never-searched-273786
7. DSA (Dynamic Search Ads)
@MilwaukeePPC #WIMTS2017
• As voice search grows,
search terms are getting
longer
• Helps avoid adding
hundreds of keywords
people will never search
for again
• Find new keywords to
add to your account
8. You Pick the Pages. Google Finds the Users.
@MilwaukeePPC #WIMTS2017
19. Why Are Ad Extensions Important?
@MilwaukeePPC #WIMTS2017
1. Most likely will increase your CTRs
2. Extensions have a direct, positive
effect on your Ad Rank
29. What Is Customer Match?
@MilwaukeePPC
Email
Lists
Users
Online
#WIMTS2017
30. Best Part About Customer Match
@MilwaukeePPC
NEVER
#WIMTS2017
31. AdWords Customer Match Requirements
• Minimum list of 1,000
emails
• Emails must be Gmail or
associated with a
Google account
@MilwaukeePPC #WIMTS2017
32. Where Can I Use Customer Match?
@MilwaukeePPC #WIMTS2017
33. Allows Advertisers to Change the Message
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New users:
Customer list:
#WIMTS2017
36. YouTube reaches over 1
Billion users.
Almost one-third of all
Internet users.
Source: https://www.youtube.com/yt/press/statistics.html
@MilwaukeePPC #WIMTS2017
37. YouTube reaches more
18-34 and 18-49 year-
olds than any cable
network in the United
States.
Source: https://www.youtube.com/yt/press/statistics.html
@MilwaukeePPC #WIMTS2017
38. More than
half of
YouTube
views come
from mobile
devices.
Source:
https://www.youtube.com/yt/press/statistics.html
@MilwaukeePPC #WIMTS2017
39. Try the YouTube Director App
youtube.com/yt/advertise/make-video-ads.html
@MilwaukeePPC #WIMTS2017
46. More Interest = More Brand Searches
@MilwaukeePPC #WIMTS2017
47. Understanding the Value of Video
“How is YouTube helping my
overall business goals?”
“How is YouTube helping my
direct return?”
@MilwaukeePPC #WIMTS2017
49. We Live in a Multi-Touchpoint World
@MilwaukeePPC
Source: https://www.thinkwithgoogle.com/advertising-channels/mobile/device-use-marketer-tips/
#WIMTS2017
50. Mobile Traffic Is Increasing
@MilwaukeePPC
The 3 largest clients I currently manage
#WIMTS2017
51. If We Spent a Little More Time on Mobile CRO
@MilwaukeePPC #WIMTS2017
52. Do You Think This Site Converts on Mobile?
@MilwaukeePPC #WIMTS2017
56. Set Up Phone Calls as Goals
@MilwaukeePPC #WIMTS2017
57. Your Marketing Is Better Than You Realized
@MilwaukeePPC
For one of my largest B2B
clients, CallRail goals are over
80% of total goal conversions!
#WIMTS2017
58. Look at the Full Landscape
@MilwaukeePPC #WIMTS2017
62. You Can Track Lead Value in Analytics
@MilwaukeePPC #WIMTS2017
63. How We Typically Calculate ROI
@MilwaukeePPC
(Revenue – Marketing Cost)
ROI =
Marketing Cost
#WIMTS2017
64. Example If Looking at First, Closed Sale
@MilwaukeePPC
($5,000 – $2,000)
= 150%
$2,000
#WIMTS2017
65. If CRM Says the Customer Buys Same Service 2 More Times
@MilwaukeePPC
($15,000 – $2,000)
= 650%
$2,000
#WIMTS2017
66. LTV Gives Better Data on Where to Funnel Your Dollars
@MilwaukeePPC
Image Source: https://digiday.com/marketing/social-media-marketing-myth/
#WIMTS2017
67. Here are the Slides!
granularmarketing.com/wmts-2017
@MilwaukeePPC #WIMTS2017
