6 unique ways to grow your ppc account
TRANSCRIPT
![Page 1: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/1.jpg)
#thinkppc&HOSTED BY:
6 Unique Ways To Grow Your PPC Account
![Page 2: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/2.jpg)
#thinkppc
Presenters• Frederick Vallaeys
– Founder of Optmyzr
– PPC Hero Blogger
– @siliconvallaeys
• Jeff Baum– Associate Director of Paid Search at Hanapin
Marketing– PPC Hero Blogger
– @jeffbaum71
![Page 3: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/3.jpg)
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
![Page 4: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/4.jpg)
#thinkppc
Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
![Page 5: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/5.jpg)
#thinkppc
Live Poll Question #2
How do you manage your account(s)?#thinkppca) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.
![Page 6: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/6.jpg)
#thinkppc
Programmatic
![Page 7: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/7.jpg)
#thinkppc
Programmatic
![Page 8: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/8.jpg)
#thinkppc
Programmatic
![Page 9: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/9.jpg)
#thinkppc
Programmatic
![Page 10: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/10.jpg)
#thinkppc
Site Tagged Data Collected
Audiences & Lists
Automatically Created
Ads PlacedData Analysis
& Optimization
Programmatic
![Page 11: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/11.jpg)
#thinkppc
Programmatic
![Page 12: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/12.jpg)
#thinkppc
Market Expansion
![Page 13: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/13.jpg)
#thinkppc
Market Expansion
![Page 14: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/14.jpg)
#thinkppc
Market Expansion
![Page 15: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/15.jpg)
#thinkppc
Market Expansion
● We Spend 5+ Hours Per Day Online.
● Visit 10+ More Sources Before Converting.
● Advertising Mix Must Reflect This Dynamic.
![Page 16: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/16.jpg)
#thinkppc
Yahoo Stream Ads: Ad Samples
![Page 17: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/17.jpg)
#thinkppc
Yahoo Stream Ads: Ad Samples
![Page 18: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/18.jpg)
#thinkppc
Yahoo Stream Ads: Benefits
● Unobtrusive: Native Ads Have Same Look & Feel as Page Content.
● High Engagement Rate.
● Highly Shareable Content.
![Page 19: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/19.jpg)
#thinkppc
Yahoo Stream Ads: How to Set Up
![Page 20: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/20.jpg)
#thinkppc
Market Expansion: Yelp!
● Local/Regional/National Advertising.
● Ads Appear on Top of Results Pages & Competitor Pages.
● Build Engagement & Drive Conversions.
![Page 21: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/21.jpg)
#thinkppc
Market Expansion: Yelp!
![Page 22: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/22.jpg)
#thinkppc
Market Expansion: Yelp!
![Page 23: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/23.jpg)
#thinkppc
Yelp! Ads: How to Set Up
● Upload sheet with location names, phone numbers, & destination URL’s for action links on business page.
● CTA’s for any action links on your Yelp! business page.
● Bids: Based off suggestions Yelp! provides.
● Yelp! assigns business to category.
![Page 24: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/24.jpg)
#thinkppc
Scale With Better Quality Score
“What gives you a longer term and even unfair advantage is having higher Quality Scores [...]. In that case you’ll be paying less for the same click while getting more in return.”
-Wijnand Meijer, iProspect
Better Quality Score Leads to:• More entries into the ad auctions• More impressions above the search results• More impressions of ad extensions• Eligibility to show ads with dynamic keyword insertion• Lower prices for the same positions
![Page 25: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/25.jpg)
#thinkppc
July 2015 Quality Score Update
“The most significant part of the change is that keywords without traffic will now, by default, receive a score of 6, and Average for the three components of Quality Score. Once keywords gather enough impressions, scores will update about a day or so later.”
![Page 26: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/26.jpg)
#thinkppc
QS 6 Is The New Normal
After the change, many keywords went back to QS 6
![Page 27: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/27.jpg)
#thinkppc
The Correlation between QS and FPB
In our analysis, 75% of keywords with a change in QS had no change to the First Page Bid Estimate on the same day.
If you use a Google Bid Strategy that depends on ‘first page bid’ or ‘top of page bid’ estimates, be careful!
![Page 28: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/28.jpg)
#thinkppc
The Quality Score You See Is Not Linear
• Going from QS 4 to 8 does NOT mean your ad rank doubles
• Hence much of the published data on monetary impact is incorrect…
![Page 29: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/29.jpg)
#thinkppc
Decrease in CPC for 1 Point QS Gain
![Page 30: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/30.jpg)
#thinkppc
Increase in CPC for 1 Point QS Drop
30
![Page 31: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/31.jpg)
#thinkppc
How Long Before Google Has Enough Data?
In our analysis we see that after 100 impressions, there are fewer QS changes away from the starting QS of 6.
![Page 32: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/32.jpg)
#thinkppc
The Bottom Line on Quality Score
• Quality Score helps you understand how relevant Google thinks your ads are.
• Use this knowledge to prioritize optimization efforts.
• Always try to achieve at least a QS 6 before resorting to bid management.
![Page 33: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/33.jpg)
#thinkppc
Scale With Audience Targeting
Scale your results by doing more with the existing audience.
Segment your audience and promote your product with the right message.
• Remarketing• RLSA• Dynamic Remarketing• NEW: Customer Match
![Page 34: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/34.jpg)
#thinkppc
Customer Match
Use CRM data to target or bid your AdWords campaigns
![Page 35: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/35.jpg)
#thinkppc
Segment Your CRM Data
Interesting Segments For SaaS• Engaged users• Users slipping away
Interesting Segments For Retail• Big spenders• Shoppers who return a lot of
items
![Page 36: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/36.jpg)
#thinkppc
Create a New Remarketing List
![Page 37: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/37.jpg)
#thinkppc
Apply The List to Campaigns
![Page 38: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/38.jpg)
#thinkppc
The Bottom Line on Audiences
• Build several audience lists, including some based on your CRM data.
• Set different bids for different audiences.
• Show different messages to different audiences.
![Page 39: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/39.jpg)
#thinkppc
Customer Match For Lead Generation: Case Study #1
● Education Client: Emails collected when web forms are filled out
● Next stage of funnel is to move prospect to schedule an interview.
● Create workflow that allows prospects to schedule their interview and route to appropriate campus. Build landing page to support.
● Use customer match to target prospects that haven’t scheduled an interview.
![Page 40: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/40.jpg)
#thinkppc
Customer Match For Lead Generation: Case Study #2
● Client: Combination of e-comm & lead gen.
● Customer match did not work initially.
● Solution was to implement RLSA audiences with customer match. Went from 0 conversions to incremental volume at $30 per lead.
![Page 41: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/41.jpg)
#thinkppc
Customer Match For Lead Generation: Key Learning’s
● Know what the next stage of the process is.
● Use customer match to facilitate moving prospects down the funnel.
● Build a workflow to support it.
![Page 42: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/42.jpg)
#thinkppc
Scale With Structured Data
Managing ads for many services and products with constantly changing prices and promotions can be extremely time consuming. Structured data helps you automate some of the management.
• Ad Params• Business Data• AdWords Scripts• Countdowns
![Page 43: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/43.jpg)
#thinkppc
Ad Params
{param1:default} and {param2:default} have been around for a long time but the only way to update them is through the Ads API or an AdWords Script.
![Page 44: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/44.jpg)
#thinkppc
Ad Customizers
Ad ParamsBusiness DataCountdown
![Page 45: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/45.jpg)
#thinkppc
The AdWords Scripts Way
Ad ParamsBusiness DataCountdown
Source: http://www.optmyzr.com/scripts/automate-ads-from-spreadsheet/
![Page 46: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/46.jpg)
#thinkppc
Countdown Timers
Automatically add a sense of urgency to your ads
![Page 47: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/47.jpg)
#thinkppc
The Bottom Line on Structured Data
Determine what level of automation you need and how much you are willing to invest upfront in creating a process.
• AdWords has free and easy to use solutions like DKI, Countdowns, Ad Customizers.
• AdWords Scripts are harder to build or must be purchased but they offer more customization.
• AdWords API is the hardest to build but will work for any size account.
![Page 48: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/48.jpg)
#thinkppc
Try Optmyzr
Try the best PPC Management Software free for 2 weeks. Plans start at $129 / month
www.optmyzr.com
![Page 49: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/49.jpg)
#thinkppc
PPC Retainers
Need some assistance for your PPC? We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/
![Page 50: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/50.jpg)
#thinkppc
Live Q&A Time!
![Page 51: 6 Unique Ways To Grow Your PPC Account](https://reader036.vdocuments.us/reader036/viewer/2022081604/587dee681a28abab7e8b46e5/html5/thumbnails/51.jpg)
#thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Optmyzr Feedback: [email protected]