Watch the Webinar: http://info.storytellermn.com/maximize-ppc-campaigns Don't waste your advertising dollars—learn to maximize the ROI of your PPC campaigns. Many companies turn to PPC campaigns to boost website traffic, but in the wrong hands, advertising online can just be an easy way to spend more money. Marketers often don’t channel the true power of PPC—sending paid visitors to your website home page is a lost opportunity that can have grave consequences. Stop wasting your advertising dollars on campaigns that only create a click. NordicClick’s Adam Proehl and StoryTeller’s Kathy Heil will help you discover how to maximize your marketing dollars and create PPC campaigns that go beyond clicks to drive qualified leads for your business.

1. # S T M C W E B I N A R
Thursday, May 12 | 1:30 - 2:00 PM CDT
# S T M C W E B I N A R
Maximize Your PPC Campaigns
for Lead Generation

2. Share Via Twitter
# S T M C W E B I N A R
Follow Us
@ S T O RY T E L L E R M N

3. Meet the Presenters
Kathy Heil
Co-Owner/Partner
StoryTeller
@KathleenHeil
Adam Proehl
Co-Founder/Partner
NordicClick
@adamproehl
Brittany Laeger
Marketing Manager
StoryTeller
@bmiyo

4. Our Agenda
✓ Defining the Terms
✓ Understanding Your Audience
✓ Organic & PPC
✓ Maximize Your Budget
✓ Lead Capture & Nurturing
✓ Closing Leads
✓ Free Tools
# S T M C W E B I N A R

5. Defining the Terms
Setting the Stage
Defining Common Terms
Understanding Search Results
# S T M C W E B I N A R

6. # S T M C W E B I N A R
• Concept is nothing new
• Technology has changed
• Availability has changed
• Fundamental principles remain

7. Let me google that for you… |
“Search is dependent on one overarching
component, which is __________________?”

8. # S T M C W E B I N A R
This is Josie
Known Interests:
✓ Food
✓ Attention
✓ Naps
✓ Sniffing
✓ Running
✓ Squirrels
✓ Rabbits
✓ Tennis Balls

9. Josie is showing clear intent.

10. Awareness
Interest
Consideration
Purchase Decision
Action
Missed
Engagement
Opportunity
When Most Prospects
Finally Reach Out

11. Speaks directly to a challenge
Promises an answer to a
question/concern
Understands next question

12. Awareness Consideration

13. # S T M C W E B I N A R

14. # S T M C W E B I N A R
Paid Ads
• Auction-based
• Higher degree of control
• Position
• Geo
• Messaging
• Experience
• Varying degrees of
competitiveness

15. # S T M C W E B I N A R
Organic Results
• Machine algorithm based
• Limited Control
• Lower on page
• Varying degrees of
competitiveness
• Based on Website Content

16. Paid Search
Local Search
Image Results
Organic Listings

17. Understand Your Audience
Who are you trying to reach?
How can you help?
Where are they searching?
# S T M C W E B I N A R

18. Meet Grant Golfer.
Grant loves golf.
Grant goes to the driving range twice a week.
Grant wants to be able to play golf more.
Grant is afraid that a membership is too expensive.

19. Meet Brenda Bride.
Brenda is getting married this winter.
Brenda doesn’t have many details planned yet.
Brenda knows she wants a classic wedding.
Brenda is overwhelmed by the prices and options.

24. How do we choose
the right platform to
reach these searchers?

25. Google/Bing:
• Pricing
• Products
• Locations
• Advice
Pinterest:
• Inspiration
• Themes
• Tips
• Decor
• Dresses
Facebook:
• Change Relationship Status
• Personal Connections
• Getting Contact Information
• Organizing Events
• Seeing Content from Friends
Twitter
Instagram

26. Google/Bing:
• Pricing
• Best Lists
• Pro vs. Cons
• Research Courses
Facebook:
• Following Golf Courses
• Seeing Content from Friends
Twitter
• Following Common
Hashtags
• Live Tournament Feeds
LinkedIn:
• Using golf for business

27. Organic + PPC:
Do I have to choose?
Own vs. Rent
Long-Term vs. Short-Term Strategy
Understanding Keywords
# S T M C W E B I N A R

28. Understanding Keywords
Most companies focus all their effort and
budget on the top keywords, with the most
competition, but they forget about the
wealth of organic ranking opportunities
available through an integrated content
strategy.

29. # S T M C W E B I N A R

30. # S T M C W E B I N A R
Expensive
and Difficult

31. # S T M C W E B I N A R
Organic
Opportunity

32. # S T M C W E B I N A R
In-expensive and
high difficulty

34. # S T M C W E B I N A R
PPC (Rent) Organic (Own)
✓ Short Format Content
✓ Pay to Play
✓ Immediate Placement
✓ Ad-Centric
✓ Strategy Required
✓ Maintenance Needed
✓ Long Format Content
✓ Perpetual Results
✓ Takes Patience
✓ Content-Centric
✓ Strategy Required
✓ Maintenance Needed

35. How Do I Maximize My PPC Budget?
Tips for PPC Campaigns
Components of a PPC Campaign
Connecting to ROI
# S T M C W E B I N A R

36. “We have a limited
budget for PPC.”
# S T M C W E B I N A R

37. • Start Small
• Be Clear About Your Goals
• Play with Time
• Leverage Retargeting

38. Things to Test:
• Branded Keywords
• Play with Sitelink Extensions
• Get Geo-Focused
• Walk Before Running

39. “What do I need to
launch a successful
PPC campaign?”
# S T M C W E B I N A R

40. Personas
Keyword
Selection
Measurement/
Analysis
Proper
Landing
Page
Bid
Strategy
Goals/
Objectives
Ad Copy
Message
Match
Well Orchestrated
PPC Campaign

41. Converting & Nurturing Leads
Lead Segmentation
Importance of Landing Pages
Buyer Journey
Message Match
# S T M C W E B I N A R

42. Brenda and Grant have different
problems — why would we send
them to the same page?

46. Close the Loop
Importance of Closing Leads
Attach Real ROI
Repeat Successful Campaigns
# S T M C W E B I N A R

48. 9 Customers from PPC in 6 Months
Average Customer Value = $4500
Total Revenue Generated = $40,050
Total Spent on PPC in 6 Months = $12,000
330% Return on Investment

49. Free Tools
Google Adwords
Google Console
SERPS
# S T M C W E B I N A R

50. Questions?
?# S T M C W E B I N A R

51. # S T M C W E B I N A R
Exclusive Event | Tuesday, May 24th | 3:00 - 5:00 PM
Online Brand Presence: Meet Your Customers'
Modern Marketing Expectations
http://info.storytellermn.com/online-brand-presence

52. Thank you!
kathy@storytellermn.com
adam@nordicclick.com
# S T M C W E B I N A R

53. # S T M C W E B I N A R
Thursday, May 12 | 1:30 - 2:00 PM CDT
# S T M C W E B I N A R
Maximize Your PPC Campaigns
for Lead Generation