HOW TO Transform Your PPC Campaigns Today Stream s Approach To Improving Your PPC ROI 255 Great Valley Parkway Suite 150 Malvern, PA 19355 www.
HOW TO Transform Your PPC Campaigns Today Stream s Approach To Improving Your PPC ROI Introduction...2 Benefits of PPC...3 Critical Questions To Ask Your Potential PPC Partner...4 The Stream Approach...5 Our Clients...6 So, Why Us?...7 Conclusion...8 866-617-8110 Philadelphia Malvern New Jersey/New York washington, D.C. Los Angeles www. 1
INTRODUCTION Pay-per-click (PPC) advertising is an incredibly effective, proven tool in making a meaningful connection with your target market and guiding them through your sales funnel to complete a purchase. But in order to execute an effective PPC campaign, you need to understand how PPC works, and more importantly, how to find the best partner to help you execute a results-driven campaign. So, whether you re new at the PPC game, or have been using it for years, it s critical to understand not only how PPC works, but also its benefits and its relationship with your other marketing efforts. One of the most common questions we hear from PPC veterans and newbies alike, is are paid ads relevant? Or, in other words, will my prospects actually look at them? With Google, paid search as a medium has been growing. That s not only due to increased internet usage, but also because Google is offering more of the search results page to advertising. With that usage, there s more opportunity to get new prospects to come to your site and learn more about you. Paid search is relatively new to the advertising space, but is a medium that will continue to grow and evolve particularly now as tablets and other mobile devices become more and more prevalent, increasing the number of touch points through which customers can interact with your ads. Simply put, paid ads are still relevant! And your prospects are interacting with them more and more as they search for the products and services they need. Now, let s get started! In this guide, you ll learn the benefits to PPC advertising, the right questions to ask when selecting a PPC partner, as well as an overview about our approach at Stream, our commitment to results, and real stories on how we ve helped clients, just like you, achieve their goals. 2
Benefits of PPC 1. In addition to the vast potential reach, a well-tuned PPC campaign can be launched quickly and can show results almost instantly often faster than a standard Search Engine Optimization (SEO) and Content Marketing campaign, which requires a gradual buildup of trust and reputation. 2. But the SEO factor of PPC still allows for the same targeting of customers based on their searches, as well as demographics and other information. Much like content marketing, different ads can be created to attach to different sets of keywords in order to reach unique types of people. 3. PPC is also easy to track and monitor for success. The number of people clicking on your ad is only the beginning of campaign performance. And with analytics software and proper conversion and phone call tracking, you can determine where the prospects came from and how many of them eventually converted to leads. 4. And finally, pay-per-click campaigns allow you to test out different keywords and ad copy to see how effective they are at driving people to your site. Since you only pay for the people who click on them, an ineffective keyword can be modified or discarded. Plus, more effective keywords can then be integrated into your content marketing campaign to increase your overall SEO strategy. 3
Critical Questions To Ask Your Potential PPC Partner Ads of any kind tread a very thin line. People are quick to judge, and an ad that s poorly targeted will be tuned out or written off as a nuisance That s why for a high Return On Investment (ROI), it s important to find the perfect partner to help you produce high quality, relevant ads, designed to appeal specifically to your target audience. Below are three critical questions to consider asking when searching for a potential PPC management provider or digital marketing agency. What s your approach? Finding a digital agency or PPC management partner that is hands-on with clients is critical to your campaign s success. Find out exactly how your account will be handled and by whom; and don t hesitate to learn more about the people working on your campaign, such as their background, proven experience or credentials. It s a very competitive market, so the vendor you choose should be able to easily describe what differentiates their company, and more importantly, how they ll differentiate you from your competitors! How will my campaign be tracked and measured? One of the most important elements in a successful PPC management partnership is total transparency. That said, before any campaign is implemented, your PPC management partner or digital marketing agency should set up, and provide you with access to Google AdWords so you can track and measure the performance of your campaign at any given time. To ensure your campaign is working fluidly and there are no tracking errors, your PPC partner should also tie your Google Analytics account directly into AdWords, in addition to reviewing the key metrics they ll be monitoring to measure and determine campaign success. 4
How will my campaign be optimized for improved performance? Last, but certainly not least, your PPC management partner should clearly define their practices for ongoing optimization. Paid search is different than other techniques in that Google rewards you for testing out ad copy, keyword phrases, ad group restructuring, negative keywords, ad extensions, and using Quality Score. Essentially, the higher the score, the more relevant your ad is. It s imperative that the PPC partner you choose to work with is making continuous improvements to achieve your goals. A proactive PPC partner will help you in creating and implementing campaigns that are rooted in your business s objectives and directly connect with your prospective buyers. The Stream Approach At Stream, we strive to be strategic as well as transparent As an agency, we have three pillars under which we work passion, energy and creativity. These pillars are the standard to which we hold ourselves accountable, which drive us to develop the very best campaigns for your business. 5
Specifically, what sets Stream apart is the personal touch. Every client is different, so every client requires a different strategy for success. Developing a successful PPC campaign is all about working with you to meet your needs and achieve the goals you have for your company. To begin a successful partnership with our clients, we start with a kick-off meeting to understand your business, customers, and your goals. What website do you need help with? Are there any products or services you want to promote? What makes you different than your competitors, and why are you in business? The more we re able to learn about your business, the better we ll be able to help you promote it. Our Clients To get a better understanding of our process and what you can expect when you partner with us, we ve provided a brief case study describing how we ve been able to help a particular client get the results they were looking for. We work with many car dealerships, and sometimes it s difficult for them to get a clear picture of what s happening with their online marketing, specifically with their PPC advertising they don t always have the opportunity to analyze the performance of their current PPC campaigns and make the necessary changes for improvement. This was especially true for one of our clients, North Hills Toyota, who came to us in 2012 with less than desirable click-through-rates and low ROI for their PPC campaigns. Upon initial investigation, the PPC team at Stream discovered the client was not utilizing conversion/goal tracking and had not linked their account to Google Analytics. They also found that each ad group was only serving one piece of ad copy, and click-through-rates across the board were somewhat low. In just a few months after North Hills Toyota decided to partner with Stream, the client started to see some immediate improvements: spend and clicks started to increase while maintaining a relative three month decrease in cost-per-click, and their search network click-through-rate increased by nearly 170 percent! 6
So, Why Us? The most important question is not whether or not we know what we re doing; our experience and our clients results speak for themselves. The real question is, why choose us? In other words, what sets us apart from the competition? Commitment to Education: There are so many companies within every industry competing now for the same keywords, and there s a lot of competition with new PPC and digital products and services coming out every week. To stay well ahead of the curve, our team at Stream is committed to staying on top of, and becoming proficient in the latest trends, features and capabilities within PPC advertising. We not only read Google s blog, PPC reports, and content provided by top industry experts, but we also have two dedicated sources within Google, providing us with education on new products and betas. Comprehensive Approach: Because of our commitment to education, we understand the importance of providing an integrated approach to PPC implementing SEO and content marketing strategies that work hand-in-hand to reach your objective: getting found by quality prospects. For example, if you have a PPC advertising campaign that has a product listing ad, and the search qualifies for the product, your ad can show up at the top of the page. Plus, if you have unique content on your site discussing that specific product, you could possibly double visibility on that same search results page with an organic listing. The more visibility you have, the more clicks can turn to leads, and leads into sales. Adnomics and Proactive Analysis: Our reputation for continually creating effective and compelling PPC campaigns is based on Adnomics, our revolutionary approach to results driven advertising. Through Adnomics, we re able to evaluate every touch point between your brand and your customers and build an effective 1. The law of driving results through integrated advertising PPC campaign connecting the two. In addition to building performance-driven PPC campaigns, our team dives into the data to get a thorough understanding of exactly what s going on campaigns, technology, and analytics with our client s website: uncovering any problems, or why they re not getting the traffic to 2. The measured long-term blueprint for your brand s success, 3. boost visibility and sales. Once these issues are discovered, we implement a proactive revenue, and profitability Getting the most out of your marketing spend approach to fixing these problems before they impact your results. 7
Access and Reporting: Among our competition, we find agencies who provide top level reports, but don t provide their clients with the advantage of being able to log into their Google Adwords accounts to see exactly what s going on under the hood. We, on the other hand, work hand-in-hand with companies, providing direct access to accounts, and the education you need to read and understand the data. That said, we also understand your time is valuable, and you may not be looking to become a PPC expert yourself. That s why we also provide detailed monthly reports, so you know exactly how well the campaign is performing and what steps we re taking to further improve your results. Continuous Optimization: Priding ourselves on our proactive approach, we also provide continued optimization. The set it and forget it approach to SEO and PPC advertising does not drive results. When partnering with Stream, you are provided with a dedicated PPC team who is closely monitoring your account, making the necessary tweaks and changes to continue driving traffic and conversions. Conclusion A lot of marketing companies or PPC management services tend to generate the same basic ads for all of their clients, no matter who they are or what they re selling. But if your business isn t cookie cutter, why should your marketing and advertising be? That s why it s so important to partner with a company who understands your business and your customers. At Stream, it s our goal to make sure your business gets the best exposure possible, and attracts the customers you re looking to reach. Do you have questions about your PPC efforts? Want to find out how Stream can help your company? Contact us today for a free, 20 minute PPC analysis. 866-617-8110 Philadelphia Malvern New Jersey/New York washington, D.C. Los Angeles www. 8