The typical small business spends $1,200 a month on PPC & wastes over 25% of their budget! This is generally due to haphazard approaches to account structure & quality score. Are you wasting dollars? Join us Thursday, October 29th as WordStream & Hanapin Marketing showcase trending topics & strategies for building a foundation for PPC campaigns. Learn tactics from our industry experts like: -Best Practices for Campaign Structure -Budget Allocation -Ad Copy Theory

1. 1

2. 2
Today’s Speakers
Chadd Powell
Hanapin Thought Leader
Navah Hopkins
Wordstream Thought Leader

3. 3
Launch Poll

4. 4
Today’s Agenda
• Account Structure
• Budget
• Ad Copy Theory
• Quality Score

5. 5
Account Structure &
Campaign Types

6. 6
Let’s Start With The Basics
Client Center (MCC)
Account
Campaign
Ad Group
Keywords Ads
Ad Group
Keywords Ads
Campaign
Ad Group
Keywords Ads
Ad Group
Keywords Ads
Account
Campaign
Ad Group
Keywords Ads

7. 7
Ratios To Live By
1:7 1:30 1:3
Campaign to
Ad Groups
Ad Group to
Keywords
Ad Group to Ads

8. 8
Breaking Down The Strategies
Service/Product
Campaigns – AKA
Consistent Tom Brady
Research Campaigns
– AKA Experimenting
Scientist
Competitor Campaigns
– AKA Customer
Sniping Ninja
Branded Campaigns –
AKA Super Metric
Cheerleader

9. 9
Product & Service Campaigns

10. 10
Branded Campaigns

11. 11
Competitive Campaigns

12. 12
Research Campaigns
Research Campaigns
– AKA Experimenting
Scientist

13. 13
Tips for Structuring Accounts in Facebook
• Facebook is a mobile first platform.
 Monthly Active Users: 1.49 billion (Q2 2015)
13% year over year growth
 Mobile Monthly Active Users: 1.31 billion (Q2 2015)
23% year over year growth
• It’s also an awareness generating machine.
 Get your ad in front of a large and growing audience.
 Potential to go viral with likes, comments, shares, etc.

14. 14
Tips for Structuring Accounts in Facebook
Where should you start with your account structure?
1. First, figure out your goals/KPI’s and how Facebook can help.
– Customer Growth versus Incremental Revenue
– Want to test Facebook? Start with remarketing.
2. Second, segment mobile and desktop.
3. Third, understand your customers/clients and build your Facebook
audiences accordingly.
 Not sure about what audiences to use? Use audience insights from your
remarketing efforts.

15. 15
Budget

16. 16
Questions To Ask Before You Begin
Budget = number of clicks that fit in a day.
*Set the budget knowing Google will average it over a 30.4 day period.
• What are customers worth to me?
• Does seasonality impact my business?
• Are conversions “true” conversions or just the beginning
of the sale?

17. 17
Budgets Across Campaign Types
Service/Product
Campaigns: 60-70%
Research Campaigns:
10-15%
Competitor
Campaigns: 10-15%
Branded Campaigns:
15-20%

18. 18
Budgets Start Small

19. 19
But Grow As Converted Clicks Grow

20. 20
Don’t Be Afraid To Move Budget

21. 21
Budgeting in Facebook – It’s Mobile First
 For most brands and services,
majority of budget goes mobile.
 Cost per clicks tend to be cheaper
(10-20%) leading to potentially
cheaper conversions and leads.
*Do be aware of B2B desktop
performance hiding in the
shadows.
Facebook has a huge amount of mobile users….

22. 22
Budgeting in Facebook – It’s Mobile First
So you segmented your budget by device, but want more?
 Are you using a funnel based marketing strategy?
 If so, split your budget according to growth and/or
efficiency goals.
Growth
70/30 – Drive Customer
Growth and Awareness
Safe and Efficient
40/60 – Drive Incremental
Revenue

23. 23
Ad Copy Theory

24. 24
Ad Copy Is An Art & Science

25. 25
Rules Of Engagement
1. Make sure the headline flows well with line one.
2. Always punctuate your ads.
3. Capitalize the first letter of every word.
4. Keep ad copy grounded in keywords – save promotional statements for
call out extensions.
5. Make sure the landing page promotes a concise path to conversion.

26. 26
Don’t Be Afraid To Express Your Brand

27. 27
Always Include Extensions
1
2
3
4
1. Call out: 25 character promotional statement
2. Structured Snippet: Up to 10 25 character snippets
3. Review Extension: review from a third party who’s purpose is to review content (not yelp)
4. Site links: navigational prompts to help on the path to conversion.
5. Call Extensions (not shown): Phone number associated with business or call tracking number
6. Location Extension (not shown): Address associated with Google My business Profile.

28. 28
A/B Test But Maintain The Ratios

29. 29
Crafting a Good Ad in Facebook
Tailor Ad Copy and Images to
the Platform
 Facebook is used for sharing
with family, friends, and
community.
 It lacks the intent of the
search engines, but the reach
is immense.
 You must grab people from
their social browsing.
 What would grab your
attention?

30. 30
Crafting a Good Ad in Facebook
It starts with…..Images!
 Introduce your brand in the image.
 Avoid stock images if at all possible. Users can spot them a mile away.

31. 31
Crafting a Good Ad In Facebook…Cont.
Match the ad format to your
strategy:
Remarketing
• Use the carousel ad format
• Tie it to a product feed for
hyper relevance.
Brand Awareness
• Try the single image format
• Introduce your brand with a
big and bold image that
creates interest.

32. 32
Quality Score

33. 33
Quality Score Is A Glorified Report Card
1 5 10
• Low keyword to ad to landing
page relevancy.
• Low CTR
• Not Transactional SERP
• High keyword to ad to landing
page relevancy.
• High CTR
• Transactional SERP

34. 34
Strive For 5
A quality score of 5+ means you get a
discount on clicks.
A quality score of 4 or lower means you
pay a premium.
P.S. Google resets quality scores all the time.

35. 35
Quality Score Tendencies Across
Campaigns
Service/Product
Campaigns: average to
good quality score
Research Campaigns:
wild card quality scores
Competitor
Campaigns: poor to
average quality scores
Branded Campaigns:
good quality scores

36. 36
Quality Score in Facebook?
They Call it Relevance!
What does relevance mean in Facebook?
 Similar to Adword’s quality score, it attempts to measure audience response.
 Calculated after you achieve 500 or more impressions on a score of 1-10.
How to use it?
 Higher relevancy score can lead to more impressions and cheaper CPC’s.
 Ad Exhaustion – Relevancy number declining over time? Time for a new ad.
 Test Creative – Test ads against audiences to find higher relevancy scores.
Issues?
 You can get good performance with a lower relevancy score.
 A good relevance score with a high bid will beat out an excellent relevance score with
a low bid.

37. 37
Launch Poll

38. 38

39. 39
@NavahF@ChaddPowell