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 does PPC matter? 2 How to cleanup your PPC campaigns 3 Optimizing your PPC campaigns 4 Next steps and resources

7 1 WHY DOES PPC MATTER?

8 PERSONA DEVELOPMENT.

9 POSITIONING & MESSAGE RESEARCH.

10 ALLOWS FOR FLEXIBLE TESTING.

11 IMMEDIATE ROI.

12 ALMOST INSTANTANEOUS RANKINGS.

13 2 HOW TO CLEANUP YOUR PPC CAMPAIGNS.

14 HOW TO CLEAN UP YOUR CAMPAIGN: Analyze Quality Scores Optimize Your Keywords Update Your Ads

15 1 ANALYZE YOUR QUALITY SCORES

16 ANALYZE YOUR QUALITY SCORES 1 What are Quality Scores? 2 Quality Scores Defined 3 Components of Quality Score 4 Where to find Quality Scores? 5 Analyze and Take Action

17 WHAT ARE QUALITY SCORES?

18 Google s Definition From Google: Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Quality Scores are used every time Google Calculates CPC A higher quality score leads to lower cost per click

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20 Quality Scores Web Interface Keywords Tab -> Status Column -> Hover On Speech Bubble Quality Scores AdWords Editor Keywords Tab -> Quality Score Column

21 ANALYZE & TAKE ACTION Pause any ads with the error message Rarely shown due to low quality score

22 ANALYZE & TAKE ACTION Determine which keywords have the lowest quality scores support.google.com/adw ords/answer/

23 ANALYZE AND TAKE ACTION Pause the keyword or change the landing pages for the lower scores This is relative to your highest Quality Scores E.g. if you have a lot of 10s, consider pausing 5 and below

24 THE PERFECT LANDING PAGE Written to the keyword Appropriate keyword usage title, URL, headline, content, image file name, image alt text and internal links The most relevant page on your site for the product/service Easiest place to buy the product or convert to a lead HubSpot landing pages are perfect for PPC

25 2 OPTIMIZE YOUR KEYWORDS

26 OPTIMIZE YOUR KEYWORDS 1 What is the Right Match Type? Match Types 3 Try Some Searches With Different Match Types 4 Take Action: Broad Match 5 Take Action: Phrase Match 6 Take Action: Exact Match 7 Take Action: Duplicate Keywords

27 WHAT IS THE RIGHT MATCH TYPE?

28 Broad Match Least Specific Broad Match +Modifier Phrase Match [Exact Match] Most Specific 3.5 Match Types

29 Try a broad match search: Sales Enablement

30 Now try phrase match: Sales Enablement Notice LinkedIn is missing?

31 [exact match] Sniper Rifle Broad Match Shotgun

32 WHAT IS A KEYWORD? TAKE ACTION Broad Match Keywords Pause most of them

33 WHY AM I PAUSING ALL THOSE KEYWORDS? Run a Search Terms Report in AdWords support.google.com/adwords/answer/ Look at the actual search queries triggering your ads! Broad Match Terms generally have lower CTR Lower CTR = Lower Quality Score, Higher CPC

34 WHAT IF I WANT TO KEEP SOME BROAD MATCH TERMS ACTIVE? Add Broad Match +Modifiers to target the traffic Add Negative Keywords to prevent unrelated searches triggering ads support.google.com/adwords/answ er/

35 TAKE ACTION Phrase Match Keywords: Add new Phrase Match Keywords to replace Paused Broad Matches Add Phrase Match Keywords for new Products or Services

36 TAKE ACTION Duplicate Keywords Change Landing Pages Only Pause Low Conversion Rate Keywords >.5%*

37 TAKE ACTION Exact Match Keywords Pause all duplicates Tools -> Find Duplicates or View -> Duplicate Keywords

38 3 UPDATE YOUR ADS

39 YOUR ADS 1 How Many is Too Many? 2 Use the Keyword in the Ad 3 Optimize Your Display URL 4 You Should Try Dynamic Keyword Insertion 5 When to Write Keyword Specific Ads

40 HOW MANY IS TOO MANY?

41 4 IS TOO MANY

42 FOUR ADS IS LIKELY TOO MANY AdWords runs an internal auction among the different ads in an ad group for each impression Your ads are competing with each other With three ads you will have a clear winner and two alternates The other ads will get very few impressions

43 CHECK YOUR AD GROUPS Ad Groups Tab -> Click an Ad Group Name -> Ads Tab % Served should roughly correlate with CTR

44 USE THE KEYWORD IN THE AD Google will make the keyword bold Definitely make sure the keyword is in the title Include the keyword in the URL

45 OPTIMIZE THE DISPLAY URL The domain in the ad and the landing page must match You should add relevant keywords after the domain.com/ Keywords will also appear bold here

46 YOU SHOULD TRY KEYWORD INSERTION AdWords Can Dynamically Insert the Keyword in an Ad Think of it Like a Fill in the Blank Ad support.google.com/adwords/answer/

47 HOW DOES IT WORK If the Keyword fits in the ad, AdWords will insert it The Keyword will always appear bold If the keyword doesn t fit, the default text is used Try one dynamic ad in each Ad Group

48 WHEN SHOULD YOU WRITE KEYWORD SPECIFIC ADS?

49 WRITE KEYWORD SPECIFC ADS FOR THE TOP 10% A keyword specific ad is written for exactly one keyword Your best 10% of terms, by clicks or CTR, should have custom ads written for them This is content like the landing page Write to your Persona Include a product description and a benefit: the information they need to be persuaded to click

50 3 OPTIMIZING YOUR PPC CAMPAIGNS.

51 PPC OPTIMIZATION BEST PRACTICES 1. Determine the best landing page 2. Should you use the display network 3. HubSpot analytics

52 WHAT IS YOUR BEST PERFORMING LANDING PAGE?

53 HOW TO DETERMINE THE BEST LANDING PAGE ON YOUR SITE FOR A KEYWORD In HubSpot, add the keyword to the Keywords Tool See which page is ranking highest organically

54 HOW TO DETERMINE THE BEST LANDING PAGE ON YOUR SITE FOR A KEYWORD Outside HubSpot, Use Google Webmaster Tools Go to Traffic -> Search Queries Click the keyword in the Queries Column See which page is ranking highest organically

55 LANDING PAGE BEST PRACTICES If the highest ranking page is a blog post, consider using it with a CTA to your intended Landing Page If you have multiple product or service pages ranking, consider combining them The landing page should have a conversion opportunity - hint: HubSpot form

56 SHOULD I USE THE DISPLAY NETWORK?

57 TO DISPLAY NETWORK OR NOT TO DISPLAY Generally, The display network generates 5x the volume of impressions but 1/5 of the clicks of search Display network traffic isn t very targeted Display network conversion rates tend to be much lower than search

58 EVALUATE THE DISPLAY NETWORK & DECIDE Display numbers are included in the All Campaigns view Compare the cost and production of Display Ads support.google.com/adwords/answer/

59 ARE YOUR HUBSPOT ANALYTICS SET UP?

60 WHY ARE HUBSPOT ANALYTICS IMPORTANT? They allow for a direct comparison of paid and organic traffic This apples to apples data empowers you to allocate resources

61 HUBSPOT SOURCES SHOULD LOOK LIKE THIS Paid Search should appear in the sources report You should get campaign & keyword data when you click on Paid Search in the Sources Report

62 IF HUBSPOT SOURCES LOOKS WRONG Make sure Auto- Tagging is turned under My Account -> Preferences

63 ADVANCED ANALYTICS UTM TRACKING If you are manually tagging UTM data you can set up contact properties for that data in HubSpot Add contact properties for utm_source, utm_medium, utm_term and utm_campaign HubSpot will add the AdWords UTM data as Contact Properties We ll discuss using this information in the next Webinar: Becoming a Paid Search Samurai

64 4 NEXT STEPS & RESOURCES.

65 NEXT STEPS 1 Pause keywords with the lowest quality scores or errors 2 Pause as many broad match keywords as you can 3 Update destination URLs with more relevant landing pages 4 Verify paid search tracking in HubSpot Sources report

66 RESOURCES 1 How to Design a Killer Keyword Strategy for Paid Search 2 Are You Like ebay? How to Tell If You're Wasting Money on AdWord 3 Writing Successful PPC Ad Copy

67 QUESTIONS?

68 HUBSPOT TRAINING:

69 DOWNLOAD THE HUBSPOT iphone APP

70 THANK YOU.