non-traditional ppc
DESCRIPTION
This is the Power Point from the non-traditional uses of pay-per-click at the Austin ProductCamp.TRANSCRIPT
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Non-Traditional PPC: Using AdWords to test, market &
hopefully sell your product.Craig Barrett – nFusion
http://www.linkedin.com/in/craigabarrett
Twitter.com/craigabarrett
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Search Marketing
An Overview of Search Marketing• Definitions• Why you should care
Examples of how PPC can be used• Market Sizing and Interest Checks• Message/Marketing Testing• Direct Sales
Campaign Creation• Targeting• Example implementation
Best Practices
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Pay-Per-Click
Please stop me with questions!Fair Warning: PPC can be complex- this is not everything
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Some Definitions
What is “Pay-Per-Click”
• Pay-Per-Click (PPC) is a phrase broadly used to
describe any marketing where the advertiser only
pays when the consumer takes action i.e. clicks on
the ad
What is “Search Marketing”
• Search marketing is the variant of PPC where the
ads appear above or near the result of a search
engine query
What is “Google AdWords”
• The search marketing product from Google that
operates through a bid based “black box” auction to
determine your rank and cost-per-click
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Why the h*ll should I care?• Because, this THE simplest, fastest, and most effective form of paid marketing
available. • It provides direct access to potential customers and their interests in a way that has
never been possible before (for the price)• Makes you look really smart and more attractive
Does Google actually put that crap in their presentations?
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Search Engine Marketing
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Selected Practical Applications and Such
March 26th, 2010
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Market Sizing and Interest Checks
Identify major trends• Trends.google.com
• http://www.google.com/insights/search/#
• https://adwords.google.com/select/KeywordToolExternal
Caution: Your audience might not be as awesome as you!• Spinal surgeons, ball bearing experts and geriatrics have little data available
• Beware Ford’s “Better Horse”
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Market Sizing and Interest Checks
Determine actual interest• Click volume
• Conversion tracking
• Feature breakdowns (A/B) testing
Caution: Do not assume you are right or know your audience.• Do not succumb to professional blindness
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Message Testing via PPC
Identify major differentiators • 3 possible messages
• Test for a minimum of 10 days
• Expand and refine
Use this information to guide marketing efforts• Really? That is your advice?
Caution: Do not assume you are right or know your audience.• Do not succumb to professional blindness
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The Important Stuff: Making it Happen
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Consideration Model (Is PPC Magic?)
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• Trade Print
• Online Display
• E-mail Sponsorship
• Mobile Marketing
• Search Marketing
• Organic Search
• Television
• Radio
• Outdoor
• General Print
• Online Display
• Direct Mail
• CRM E-mail Marketing
• CRM Direct Mail
• Social Communities
Media Utilized
Not Pre-disposed
Not Considering
Open to
Consideration
Active
Consideration
Late-Stage
Consideration
Post Purchase
Customer Advocacy
Direct Response
• Cost per lead
• Conversion rate
• Sales close rate
Brand Awareness/Preference
• Cost per brand interaction
• Reach against target
• Message frequency
Repeat Purchase/Referral
• Renewal rates
• Brand referrals
• Online conversation level/tone
Success Criteria
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Search Engine Marketing Process
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Tertiary
Secondary
Keyword Targeting
• The purpose of targeting is to allocate limited resources and focus efforts toward opportunities with the highest probability of success
• Highest-value targets have been identified from market research and previous experience
• Users interested in learning more about your product
• Example “iPhone APIs”
• Users looking for content related to your product or a competitor
• Example “iPhone software dev kits”
• Users looking related information or alternatives
• Example “Iphone Sys-tools”
Primary
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Campaign Structure
• Ad groups are organized around groups of similar keywords with similar ads• Keywords should be focused on achieving campaign objective• Caution: Avoid vanity bidding
Campaign
Ad Groups
Account
Campaign
Ad Groups
Ad Groups
Ad Groups
Ad Groups
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Critical Elements
Clear Objective
Campaign analytics
Conversion tracking
A steady site/feature set
Patience
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