This document provides 10 tips for paid advertising campaigns: 1. Have an overall strategy for your campaigns. 2. Focus on conversion rates rather than just traffic, as conversion is key to success. 3. Keep campaigns and ad groups granular to understand what's working. 4. Match the messaging and offers to the audience's familiarity (cold, warm, or hot prospects). 5. Pay attention to quality scores, as they significantly impact results. 6. Test different call-to-action messages to see what performs best.

1. Andy Halko
@andyhalko
PAID ADVERTISING
TEN TIPS TO WIN
Insivia
@insivia

2. THINK SMART .ACT BOLD.
We help businesses scale.
DIGITAL
BUSINESS
Engaging prospects, customers,
partners, employees, candidates and
investors through digital solutions.
Websites + E-Commerce + Portals
Interactive + Apps
Video + Animation
STRATEGIC
CONSULTING
Organizational vision, lead generation
strategy & campaign development
to drive top line growth.
Market + Audience Analysis
Vision + Strategic Development
Training + Education
INBOUND
MARKETING
Lead generation and referral tactics built
upon expert strategies and focused on
constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization

3. OUR GOAL IS
REVENUE

4. Paid Advertising
Search
Display Social
Remarketing
Mobile

5. HUGE
OPPORTUNITY EXISTS
STRATEGY IMPLEMENTATION OPTIMIZATION
Where most people stop working or quit.

6. Tip 1
HAVE A
STRATEGY

7. REVENUE MAPPING

8. Micro Funnels
Create targets.
MICRO-FUNNELS
Acute Focus.

9. Tip 2
CONVERSION
MATTERS

10. Conversion is the
game changer.
Spending money sending
people to a place that won’t get
results is throwing away money.
$800 To Get 1000 Visitors:
At 1%
10 Conversions / $80 per conversion
At 4%
40 Conversions / $20 per conversion

11. Track Everything
Tools like HotJar allow you to
track detailed performance
like form progress.
Look at:
● Bounce Rates
● Exit Paths
● Scroll Depth
● Form Progress

12. A/B Testing
Get Real Data For What Is Working

13. Use Lots Of Landing Pages
Ensure that you use
focused landing pages
for each campaign.

14. Tip 3
KEEP YOUR
CAMPAIGN
GRANULAR

15. Adwords Grouping
Make Campaigns and Ad Groups granular to
understand what’s working and what’s not.

16. Display Placements
A placement can be a website or a specific page on a site, a mobile app,
video content, or even an individual ad unit.

17. Audience Targets
...

18. Tip 4
MATCH THE
TEMPERATURE
TO THE CHANNEL
& OFFER

19. Cold
Doesn’t know they have a
need for your product or
service.
Warm
Has a need and your
product or service fits,
but don’t know you.
Hot
Knows your brand
or product name.

20. The Offer Must Meet The Temperature
If the offer or action is to strong, your click-through rate will suffer.
Social Ads targeted at an audience,
need low barrier offers.
Problem Searches are typically
warm.
Brand or Product Searches are hot
and can have stronger CTAs.

21. Tip 5
YOUR QUALITY /
RELEVANCY
SCORE MATTERS
A LOT

22. Google calculates a quality score on every search.

23. Tip 6
TEST DIFFERENT
CTAS
And Kill What Doesn’t Work

24. Create a Wide Range
of Ads At First
Typical Components
The Headline
Subline
Image
Call To Action Text
Audits identify
80% of hidden
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25. Tip 7
TRACK FOR
SALES, NOT JUST
CONVERSION

26. Look At These
Conversions Boss!
Key Phrase 1
Key Phrase 2
$5 / Click
$5 / Click
50%
Conversion Rate
25%
Conversion Rate
2 Clicks Cost $10
for 1 Conversion
4 Clicks Cost $20
for 1 Conversion
Key Phrase 1 looks awesome at $10 per lead.

27. Whoa Boy. The sale
is what matters.
Key Phrase 1
Key Phrase 2
$5 / Click
$5 / Click
50%
Conversion Rate
25%
Conversion Rate
2 Clicks Cost $10 for
1 Conversion
4 Clicks Cost $20 for
1 Conversion
Key Phrase 2 costs us half as much to close a sale.
25% Close Rate
$100 Cost Per Sale
50% Close Rate
$50 Cost Per Sale

28. Tip 8
USE NEGATIVE
KEYPHRASES

29. Don’t pay for clicks
you don’t want or
throw off your data.
Glasses
Search Word You Set
Wrong Searches Driving Clicks
Wine Glasses
Walmart Glasses
You Sell
Glasses (premium brands)
Negative Search Words To Stop Ads
-wine
-walmart

30. Tip 9
REMARKETING
WORKS WHEN
FOCUSED

31. Use remarketing for specific
campaigns or pages.
Visits
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Audits identify
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Joe saw an
increase of 25%
conversion.
SEE JOE’S
AUDIT STORY
Visits
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32. Tip 10
BRANDED
CAMPAIGNS
AREN’T ALL BAD

33. Use remarketing for specific
campaigns or pages.

34. 10TIPS
1 HAVE A STRATEGY
2 CONVERSION MATTERS
3 KEEP YOUR CAMPAIGN GRANULAR
4 MATCH THE TEMPERATURE TO THE CHANNEL & OFFER
5 YOUR QUALITY / RELEVANCY SCORE MATTERS A LOT
6 TEST DIFFERENT CTAS
7 TRACK FOR SALES, NOT JUST CONVERSION
8 USE NEGATIVE KEYPHRASES
9 REMARKETING WORKS WHEN FOCUSED
10 BRANDED CAMPAIGNS AREN’T ALL BAD

35. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy Halko
@andyhalko
Insivia
@insivia
Get the slides at
insivia.com/seminar/