HOW TO AMPLIFY YOUR PAY-PER- CLICK ROI

Transcription

1 HOW TO AMPLIFY YOUR PAY-PER- CLICK ROI INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEUDLE 5/14 - Beyond the Basics: PPC Cleanup & Optimization 5/21 - Becoming a Paid Search Samurai

4 Mark

5 drew

6 AGENDA 1 Why become a paid search samurai 2 Advanced samurai PPC skills 3 Alternative paid channels 4 Next steps and resources

7 1 WHY BECOME A PAID SEARCH SAMURAI.

8 GET THROUGH THE NOISE

9 IMPROVE KEY METRICS

10 STOP WASTING MONEY

11 MORE ROI

12 2 ADVANCED SAMURAI PPC SKILLS.

13 YOU CAN TAKE PAC-MAN TO LEVEL 256 BEFORE THE GAME CRASHES: Ad Extensions Advanced Ad Copy UTM Tracking

14 1 Ad Extensions

15 Ad Extensions 1 Ad Extensions are awesome & underutilized 2 Overview of different ad extensions 3 Take Action: You should use site extensions

16 Seriously, there is very little downside Google can include relevant additional information to the ad, when appropriate Ad extensions are helpful to customers Using ad extensions doesn t affect normal placements Good Not Good

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18 Location Extension Your address and phone number appear under a pinned map Any businesses with local relationships should implement location extensions support.google.com/adwords/answer/ ?hl=en

19 Extension Collects Customer Addresses, from the Ad! searchengineland.com/google-expands-test-of-adwords-thatcollect- -addresses Limited beta, you may have to ask for access Makes sense for local brands & niche -based offers

20 Call Extension Allows People to Click-to-Call Charges each call as a click Use this if you want your customers to call you, maybe support.google.com/adwords/answer/

21 Sitelinks Extension You can add links to deeper pages on your site Added at the campaign level, easy to implement Everybody use this to proactively answer common questions support.google.com/adwords/answer/

22 TAKE ACTION - SITELINKS 1. HubSpot.com/login 2. HS Page Performance 3. Sort by Views 4. Copy URLs 5. Paste in AdWords Campaign

23 Other Extensions Google+ Social Annotations Google Shopping Seller Ratings Offer Extensions (Coupons) Extensions vary over time. Contact a Google Rep to ask for details about what s available in beta support.google.com/adwords/answer/

24 2 ADVANCED AD COPY

25 Picture of the kid reading

26 Think about less words. Write better ad copy. 1 Hemmingway was the best PPC writer of all time 2 The Shoemoney Arrow 3 The Testimonial 4 The Tweet

27 This story may be apocryphal. If so; it is a lie I choose to believe

28 Scan an image of typed For Sale, Baby Shoes, never worn

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30 Why is it the best ad every written, from a keyword perspective? Keyword Usage is perfect Aesthetics of keyword placement are perfect Naturally relevant for the keyword Baby Shoes

31 Why is it the best ad every written, from a content perspective? The ad is short and compelling The outcome of clicking the ad is clear Clear Value Prop: You can buy baby shoes at this website

32 TAKE ACTION Pick a Favorite Author Think about how they would write ads Write some compelling ads

33 HOW TO WRITE PPC ADS A SUGGESTION Find a relaxed, comfortable environment where you can be creative and productive Write all the ads you can think of Return between 4 and 24 hours later and edit

34 COUNTER POINT: Bad Ads Can Yield Good Results

35 Everything Doesn t Have to Be Hemmingway Ads just have to be you the style should match your site The person writing your site content should write the ads Ads can be flashy, gimmicky and bold Could be content from another medium, like Twitter

36 The Shoemoney Arrow A Gimmick Catchy Visually Interesting Good format for brands & commodity products

37 Why does did it work? It makes the ad unique Different is compelling Works well with self-explanatory keywords Gimmicks < Trends < Classics > Clichés > Hacks

38 Run Testimonials as Ads (Style: Clive Davis) This is from one of our case studies Directly applicable to HubSpot s Lead Gen Capabilities Social Proof Reuse of existing content save time, reinforce message

39 Cross-Medium Retweet (Style: William S. Burroughs)

40 3 UTM TRACKING

41 UTM = Urchin Tracking Module 1 What is UTM Tracking? 2 How can I use it with HubSpot? 3 How can I use it with HubSpot + SalesForce

42 WHAT IS UTM TRACKING? support.google.co m/analytics/answe r/

43 UTM Tracking is very old magic, indeed Passes the keyword data as dynamic strings inside the url UTM_Source Campaign Source, e.g. Google UTM_Medium Campaign Medium, e.g. PPC UTM_Term Keyword, e.g. Baby+Shoes UTM_Content A/B Test Content, e.g. HubSpotLP1 UTM_Campaign Campaign Name, e.g. Summer+Promo

44 HubSpot.com/?utm_source=Google& utm_medium=ppc&utm_term=baby +Shoes&utm_content=HubSpotLP1& utm_campaign=summer+promo

45 HubSpot + UTM Tracking: How-To HubSpot can pick up any dynamic URL Parameters Add UTM Tracking Links in AdWords Editor Add Contact Properties in HubSpot

46 TAKE ACTION Sales Intelligence Favorite-Contact-Properties

47 TAKE ACTION Smart Lists

48 TAKE ACTION - Follow-Up

49 Do and Don t Do brevity Don t be creepy Do be humble Don t send any more without further interaction

50 HubSpot + SFDC + UTM Tracking: How-To Sync your HubSpot and SalesForce contact properties Make a report in SalesForce Filter by Status Closed Won + Lead Source, Google AdWords + UTM Keyword Boom you can track revenue per keyword now 0IZqdEAG

51 TAKE ACTION 1. Revenue per Keyword 2. Compare to cost per keyword for ROI 3. Adjust Bids Accordingly 4. Pause Anything Revenue Negative

52 3 ALTERNATIVE PAID CHANNELS.

53 LINKEDIN ADS:B2B::FACEBOOK ADS:B2C LinkedIn B2B You? Facebook B2C

54 LinkedIn Ads Excellent targeting options linkedin.com/ads/ Low traffic, iffy engagement blog.hubspot.com/blog/tabid/6307/bid/3 3772/Why-B2B-Marketers-Might-Want-to- Cozy-Up-to-LinkedIn-Ads.aspx

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56 Facebook Ads The numbers have been sketchy Theoretically well-targeted The numbers tend to be sub-par Worth a shot if you have excess capacity page-analytics-have-been-screwed-up-fix-in- progress-34384

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58 THE PPC MULLET STRATEGY: LinkedIn for B2B & Facebook for B2C Branding Are your buyer personas on LinkedIn or Facebook? Big brands typically populate mainstream social networks for branding and fluffy customer engagement If you are good at targeting and risk tolerant, try both

59 4 NEXT STEPS & RESOURCES.

60 NEXT STEPS 1 Setup Sitelinks ad extension 2 Write some ad copy from a literary standpoint 3 Enable UTM tracking and custom properties in HubSpot

61 RESOURCES 1 A More Detailed Guide to Ad Extensions 2 A simple Guide to Setting Up LinkedIn Ads 3 A List of Resources for UTM Tagging many URLs 4 How novelists, painters, philosophers, and filmmakers find time each day to do their work

62 QUESTIONS?

63 HUBSPOT TRAINING:

64 DOWNLOAD THE HUBSPOT iphone APP

65 THANK YOU.