Search & Social Made Simple for Services Businesses

LIVE WEBINAR
Search & Social Made
Simple for Services
Businesses
Tony Testaverde & Tim Warner
November 15, 2018

Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A
+

| Confidential 3
Who We Are
Tony Testaverde:
Director of Lead Acquisition
Tim Warner:
Sr. Director of Global Sales
Tony
Tim

5
Agenda
• Industry Data & Challenges
• Common Paid Search & Social
Challenges/Opportunities
• Strategies for Achieving Success in Google Ads
& Facebook
• Improving Your Campaigns in 20 minutes a
week
• Q&A

6
Google Average Cost Per Click in for Services Industry

7
4 of the Top 25 Most Expensive Keywords
in Google Ads are Services Related

8
Which Network is Best for You?

9
Google vs. Facebook – Cost per Click
Google
• Average search CPC across
all of Google is $2.32
• Home Improvement,
Customer Services rank
among highest CPCs
Facebook
• Average CPC is $1.72
• Cheaper than Google
across the boardFacebook
wins

10
Google vs. Facebook – Overview
Google Facebook
High Intent
Searchers on
Google
Sophisticated &
Inexpensive
Audience
Targeting
Winning
combination

11
Facebook Ads drive People to Search More
80%
90%
100%
110%
120%
130%
140%
Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads
GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
26%
80%
90%
100%
110%
120%
130%
140%
26%
31%
80%
90%
100%
110%
120%
130%
140%
26%
31% 34%
80%
90%
100%
110%
120%
130%
140%

12
Strategies to Achieve Success in Google Ads & Facebook
Add long tail keywords to
increase relevancy and lower
CPC
Use negative keywords to
eliminate wasted spend
Identify high cost keywords
with low returns to better
align your click costs with
your goals
Review & adjust bids based on
keyword performance to manage
your ROI
Split up ad groups to create more
relevant ads to improve quality score
Use expanded text ads to boost
under-performing ads
Expand Audiences to Facebook
recapture site visitors

13
Strategies to Achieve Success in Google Ads
ADD LONG TAIL
KEYWORDS
By adding keywords you will…
• Attract the exact audience – at
the ideal point in the customer
journey
• Pay a lower cost-per-click (CPC)
thanks to lower competition
• Achieve better search rankings
by increasing your relevancy

14
USE NEGATIVE
KEYWORDS
Negative Keywords Prevent Your Ads
from showing for irrelevant searches
By using negative keywords you
will…
• Reduce wasted ad spend AND
increase return on investment
(ROI) by excluding audiences you
don’t want to target

15
IDENTIFY HIGH COST
KEYWORDS WITH LOW
RETURNS
By identifying high cost keywords
you can…
• Better align your click costs by
experimenting with other match types
• Reduce wasted spend by pausing
expensive keywords
• Monitor performance over time;
sometimes your most costly keywords
might be your best performers, so
keep up with the data before making
changes

16
REVIEW & ADJUST BIDSBy reviewing & adjusting bids you can…
• Reduce spend and maintain
performance by lowering bids on
keywords already showing in top
positions
• Understand which ads are losing
positions to low bidding and adjusting
those bids to get better search page
placement
• Manage your budget to see which
bids are being set too high and
depleting your budget too quickly

17
SPLIT UP AD GROUPS
By splitting up ad groups you can…
• Pay less money for the same clicks by
creating well-aligned ad groups and
earning a better Quality Score
• Get higher conversion rates by
creating more specific ad groups, with
more specific ad copy and landing
pages
• Clean up your Ad Groups because
often times having too many keywords
can be messy

18
USE EXPANDED TEXT ADS
Use expanded text ads to…
• Increase your ad text limit
two-fold!
• Gain more visibility for your ads,
since expanded text ads show on
ALL devices
• Get higher CTRs by replacing
your old under-performing ads
with expanded text ads

19
Let Facebook Convert What Google Didn’t
96%
of people who visit a website
leave without completing
the actions you want them to
take
Opportunity not
converted by
Google!

20
Let Facebook Convert What Google Didn’t
96%
of people who visit a website
leave without completing
the actions marketers want
them to take

21
Summary
✓ Most AdWords accounts need some help, you’re not alone
✓ Utilize the Strategies to be successful in PPC & Social
Add keywords Add negatives Review costly campaigns
Optimize bids Split ad groups Optimize ads
Add FB Audiences
✓ Give your Google Ads and Facebook Accounts weekly love

22
In just 20-minutes a week!
Did you know that WordStream can help you
with all those strategies and best practices?
So, that was a lot.

23
WordStream Advisor 20-Minute Work Week
• Provides weekly actionable, customized
recommendations based on your account data to
improve your online advertising ROI
• Identifies areas of your account that can be acted
upon and optimized for immediate gain
• Reduces hours of analysis and enables you to
make changes to your search and social
campaigns in a simple 20-minute workflow

26
WordStream’s Add Keyword Alert

28
Next Steps - Know Your Google Ads Performance
With over $5.5 billion in ad spend analyzed…
• 50% of accounts have not been optimized in
past 30 days; 25% in the last 3 months
• 1 in 4 accounts have zero negative keywords
• Low quality scores are driving down
campaign performance
www.wordstream.com/google-adwords

29
WordStream Advisor
WordStream Advisor currently supports paid
search (Google & Bing) AND paid social
(Facebook), allowing you to maintain paid search
and social campaigns from a single, centralized
dashboard.
Try Advisor for free
See what WordStream can do for you…

Search & Social Made Simple for Services Businesses

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