In 2017 the average cost per click for AdWords paid search placements hit $2.32, and Facebook is catching up with an average of $1.72. Budgets that used to bring in enough leads, now struggle to bring in enough clicks to yield conversions, and businesses and agencies alike are hurting. While some may say, “find the money” the reality is some businesses truly can’t afford more than $1000 per month. Yet not everyone has the time or knowhow to build an effective SEO channel. For many small business, and the agencies that serve them, it can feel like a no-win scenario.
Rather than giving into despair, advertisers can attend this data driven power session where we will:
Review common campaign settings in AdWords and Facebook that can bust an otherwise healthy budget including location targeting, bid adjustments on device and schedule, and bidding strategies and how to fix them.
Identify which parts of the business have the best margins, and therefore should get access to budget.
Know when to apply budget to the transactional search result page, vs passive consumption of content on Facebook and display.
We need to stop buying into the mindset that the only way to solve account performance issues is to throw money at it. This session is designed to help advertisers win with what they have, and know how to translate those wins into real world growth.
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Agenda
• Budgets By Network
• How to Make the Most of Your Budget
• Signals of Growth/Case Studies
• Work across the entire WordStream book of
business
• Started working in Digital Marketing in 2008
• I call my husband, my lovely…we’re very nerdy
A Little About Me
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Ryan Reynolds (aka Deadpool) was asked one of the
most important questions: which ad network is
better?
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Let’s play the Ad Network
Dating Game!
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• Really smart, rich, and powerful.
They’re constantly changing their
look to set trends.
• Sometimes over fixates on the little
things
• Only dates power players like them.
Meet Alpha Adwords
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• Sometimes roped into going out
with the wrong people as a favor to
the other Chris’s.
• Tries to create value for you
through experimental projects.
• Invests a lot into special effects,
that don’t always land.Meet Dreamy Display
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• Often overlooked, but has looks
and smarts in their own right.
• Is a little nerdy and prefers a cheap
date of gaming over a night on the
town.
• Loves art and appreciates those
who draw for them.
Meet Bashful Bing
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• Really laidback and is down to
party whenever and however you
want.
• Struggles to reconcile their love of
retro payments with forward
thinking design.
• Sometimes gets in trouble for their
openness, and doesn’t always get
taken seriously despite being
quietly loaded.
Meet Fun Facebook
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In the Old Days, Advertising was a Monogamous
Relationship
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It was Usually With AdWords
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This Worked for a While, but Then Sticker
Shock Set in for All Those Expensive
Cocktails (clicks)
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On Average, Adwords Requires at Least $750 Ad
Spend Per Month.
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Display Auction Prices are More Reasonable
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Bing Requires at Least $450
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Facebook can get by on $250 (highly dependent on
initiative)
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No One Network Should Get All Your Budget – Let’s
Shed the Confines of Budget Monogamy!
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Let’s get to know each other
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How Much Do You Make When A Prospect Becomes a
Customer?
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Are All Parts of Your Business Equal, or Should We Be
Playing Favorites?
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Can You Focus Your Advertising Efforts into Being a Big
Fish in a Little Pond?
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Depending On Your Answers, You Will Need to Use
Some Filters
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Pick the Right Time to Make Your Move
0
2
4
6
8
10
12
14
16
18
20
Conversions
Conversions by Day Of Week
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Saturday
CPA $9.29
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Location Can Make or Break the Mood
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Keyword Choices Dictate How Far Your Budget Can Go
Based on $369
spend between
October 25th and
November 23rd
2017
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Broad Keywords Can Drag Your Budget into
Unintended Auctions
162%
More
Than
Average
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In Many Cases, Controlling for Auction Price is Enough
to include AdWords in Initial Touch Plans
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Sometimes the Average CPC is Just Too High…
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Meet the Yentas of Online Advertising: Remarketing
Lists for Search Ads & Customer Match
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• Bid more/less aggressively on
certain users.
• Target exclusively those users so ad
copy can be the perfect match.
• Begin weighting different behaviors
and interactions with your brand.
Using RLSA/Customer
Match You Can:
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The Average User Takes 3.58* Exposures to Your Brand
to Act. Your Budget Might Need Other Networks to
Make the Introduction
*Based on 5000 accounts running AdWords and Display
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One of the Most Costly Mistakes Advertisers Make is
Combining Search & Display in the Same Campaign
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Display Average CPC’s Are Cheaper – Google Could Be
Fooled into Funneling More Budget into Display Than
Search
0
0.5
1
1.5
2
2.5
3
3.5
0
200
400
600
800
1000
1200
1400
Display Search
November 2017
Clicks Conversions Average cpc
10%
conversion
rate vs 4%
conversion
rate
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Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to Pick-up
$16.54
Budget
168550
Impressions
701
Clicks
*Average monthly budget, impressions and clicks
across 4000 accounts (no budget over $50 and no
budget under $1)
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• Exclude mobile apps
• Check content for brand integrity
• Audit placements for cost
effectiveness
• Have remarketing tag placed
BEFORE starting display campaign.
Friends Don’t Let Friends
Party With Display Without
A Game Plan.
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Bing Works Because a Lot of the Search Rules of
Engagement are the Same
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It Can be As Easy as Hitting the Import Button
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• Ad group level location and
schedules
• No “unknown” demographics (just
can’t completely exclude).
• Target specific search partner sites.
Budget-Saving Bing Unique
Traits
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• Not all bidding strategies carry over
– make sure you’re bidding to rank!
• Bing serves ads in the time of the
user – audit your schedule!
• Extensions can lead to conversions
– make sure they’re set up
correctly!
What to Check For:
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Bing Empowers Other Networks to Be Better:
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It’s Much Easier to Own 90%+ Impression Share on
Bing Than AdWords
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Facebook Takes Us into Uncharted Structure Territory
– the Ad Set, Not the Campaign Holds Strategic
Control
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Given that Facebook
Charges in CPM – the Most
Strategic Energy Should be
Focused on the Copy (Don’t
Reuse Your Display Ads)
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Too Broad
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If You’re Working With
$500 or Less, Use At Least
One Prebuilt Audience
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The key is Getting Your
Message in Front of the
Right User (and Not
Lumping Your Users
Together)
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Same Copy: Drastically
Different Results!
• 19 conversions vs 0
• 2,144 impressions vs. 3,782
• 76 clicks vs 179
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Always Include at Least One Location Target (Ideally
More Focused Than a Whole Country)
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Average CPC is a Good Indicator if Your Copy is
Engaging or Getting Friendzoned
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Facebook is a Safe-Haven for Many Disapproved
Industries
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We’ve Explored Each Network’s Budget Optimization Powers
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But as Ryan said, “we want all the scoops...with pine
nuts on top!”
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Sync in Audience segments for analytics to capture cross
network audiences
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You can either overcome the reason your
organic traffic bounced, or outright
exclude them (since they’re coming to
you anyway)
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In-Market Audiences Now Available on Search and Display
*On Google Ads
and Bing
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Client Story: The Facility
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• Focused optimization efforts on
prime prospects, and layered in
demographic targeting/bid
adjustments.
• Launched Facebook lead campaign,
which allowed for branding and
acquisition
• Supplemented winning search
campaign with Bing
Main Action Items:
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Client Story: A & A Machinery
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• Segmented giant campaign into
micro campaigns focused on
specific locations.
• We audited each location for how
users searched and paused
variations driving up the spend.
• Imported successful campaign into
Bing (allowing for further location
targeting).
• Ran Facebook look a like campaigns
on services that were too expensive
to achieve on search.
Main Action Items:
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A & A Machinery
Benchmark (1/13/16)
• Spend: $2,726.42 (AdWords)
• Impressions: 14,041
• Clicks: 435
• Average CPC: $6.27
• Conversion Rate: 1.61%
• CPA: $389.49
Post Optimizations (11/1/17)
• Spend: 357.78 (AdWords/Bing)
• Impressions: 1,537
• Clicks: 74
• Average CPC: $5.44
• Conversion Rate: 32.43%
• CPA: $14.91
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But Navah, They Eventually Grew Their Spend Past
$1000…
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Of Course They Did – Once You Get the Machine
Working, Putting More Money in Means More
Leads/Sales
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The Goal of Most Businesses is to Grow Scalably
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Action Item #1: Audit All Networks for Auction Prices
That Could Be Running Away With Your Budget.
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Action Item #2: Build in Remarketing Lists So Your Ad
Spend Can Empower Itself Rather Than Live in a
Vacuum
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Action Item #3: Audit Your Copy For Each Stage of the
Buying Cycle
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Action Item #4: Conduct an Honest Audit of Your
Business’s Profit Centers, Lead Values, and Growth
Trajectories
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Action Item #5: Create Criteria for Campaigns That
Account for Growth – and Don’t Be Afraid to Take Your
Relationship With Your Budget To the Next Level!