Recently, I was approached by a startup tech company where the entrepreneurial leader had set up AdWords by herself. While I'm a big fan of do-it-yourself'ers, and digital marketing certainly can be self-taught, Sheila was taking a big gamble by taking the future of the company into her own inexperienced hands. That's why I offered her a free digital marketing assessment: let's make sure we was using best practices, spending her investors' money properly, and setting her company up for online sales success. What could I suggest that would help this small startup business succeed? How could she take the most advantage of the features of AdWords, LinkedIn, and other paid online advertising channels? The answer: a lot. While Sheila had a good handle on PPC 101, in a competitive industry, you have to come ready for a fight. So her branded campaign was a good start, but there were all sorts of other opportunities that she was missing. It's time for Sheila to jump to PPC 202 using some advanced online advertising strategies. Take a look at this SlideShare and you'll see how many exciting sales opportunities exist within AdWords - provided you're in the capable hands of an outstanding digital marketing agency like Rockit Results!

1. December 2014 | www.rockitresults.com
Complimentary
Pay-Per-Click Audit
With Competitor Insights

2. BACKGROUND AND QUESTIONS
• Rockit analyzed your data from 5/9/14 to 10/15/14
• What is a conversion worth? Your online conversions run from
$17 up to $93
• Two campaigns are limited by budget; not sure if that’s a
good thing or not
• Keyword bids should be tailored to profitability and ROI
• You have a display network campaign that had 6 conversions
turned off. Do you mean to have it off?
• I’m only seeing 11 conversions TOTAL in your accounts. Are
you sure your tracking is set up properly?
• If this is accurate, you may want to consider other forms of
conversions to improve your Quality Score

3. WHAT YOU’RE DOING RIGHT
• Good use of Branded campaign driving
conversions at $19 each
• Good use of various ads to test messaging
• Good use of the Display Network for
relevant keyword searches.
• Top of the funnel, not-exactly-relevant
keywords like “underage drinking” and
“nightclub security” are turned off.
• Good use of negative keywords (although
not uniform across campaigns)
• Budget is competitive with other
companies in this space

4. SUGGESTIONS FOR IMPROVEMENT:
GENERAL BEST PRACTICES #1
• Link Google Analytics to AdWords for better
analyses
• Launch a competitor campaign to draw clicks
from your competition
• Utilize Search Query Report to understand
actual search queries, and add in relevant
searches
• Monitor your ad Quality Scores. Some current
keywords are down to 3 out of 10.
• Currently, mobile campaigns are targeting
desktop devices – possibly wasting money.
Same for display campaigns mixed with search
– also not a best practice.

5. SUGGESTIONS FOR IMPROVEMENT:
GENERAL BEST PRACTICES #2
• Use Ad Extensions to draw more clicks.
These free enhancements have been shown
to increase CTRs by 9% to 100%.
• Consider more geo-targeting, so you can
dominate a strategically-chosen city or state
• The number of conversions is very low.
Consider making a click to the App
Store/Play Store a conversion.
• You don’t call out the Free Download or Free
Trial in your ads. Those are very compelling
offers!

6. SUGGESTIONS FOR IMPROVEMENT:
KEYWORD EXPANSION
• Competitors are bidding on keywords
not currently in your account. This is
worth investigating.

7. SUGGESTIONS FOR IMPROVEMENT:
TWO ADDITIONAL PAID CHANNELS
1. You have a significant remarketing list that you can target to
turn non-converters into actual converters. These clicks are very
cheap.
2. LinkedIn advertising also makes a
lot of sense. There is a huge audience
out there. Here’s my initial stab at
that audience:

8. SUGGESTIONS FOR IMPROVEMENT:
LANDING PAGE
• Improve the landing page
experience
• No explanation of WHY an ID
scanner is important
• Include the video that shows how
easy the process is
• Consider a lead-gen form to capture
early-stage buyers that aren’t ready
to download or purchase
• If user spends more than one
minute on the page or leaves the
landing page, pop up a lightbox to
engage and convert them

9. CONCLUSION
• As MBC raises capital, we can drive app downloads via a more
robust digital marketing strategy that improves AdWords and
tests additional channels.
• MBC should also consider becoming a thought leader in this
space, as many bar and club owners need to understand why
they should become a customer.
• Competition and consumer interest will only increase in this
space, meaning that MBC should consider increasing its
investment in digital marketing.

10. www.rockitresults.com
Want to learn more?
Contact matt@rockitresults.com
or (866) 480-9002