January 22nd Webinar

Powerful PPC Tactics that Get You Leads

What else can I be doing to drive better performance?

Common Question:

90% of PPC presentations & content focus on the SAME AdWords optimization points:

Uncommon PPC Strategies & Tactics

Keyword Expansion & Management

Match Types

Optimized Ad Copy

Bid Management

Quality Scores

Negative Keywords

Landing Page Optimization Looking Beyond the Basics

TACTIC #1Attribution Modeling

Attribution Model Definition

Previously a tool only available to

Premium Analytics subscribers

(at $150k per year), Google made

basic attribution tool available for

free in February 2013.

A marketing attribution model is a strategy used to quantify the

influence each marketing impression or touchpoint has on a

consumer’s decision to make a purchase or lead conversion.

Last Interaction Model

Paid Search

SocialMedia

OrganicSearch

In a Last Interaction model, 100% of the credit for a lead or sale is attributed to the last visit prior to conversion. All standard reports in Google Analytics use a Last Interaction model (the least useful of all models).

First Interaction Model

In a First Interaction model, 100% of the credit for a lead is attributed to the 1st visit that originated the potential customer’s contact with your brand.

Paid Search Social

MediaOrganicSearch

Linear Model

In a Linear model, each traffic and/or marketing channel is given equal credit for the conversion.

Paid Search

SocialMedia

OrganicSearch

GA Report: Model Comparison Tool

Sample Model Comparison

Total PPC Leads (Last Interaction)

54Total PPC Leads (First Interaction) 87

Using this example, the leads generated by PPC visits based on 1st Interaction show a 61% increase vs. the Last Interaction model.

*Without this information, this client didn’t have visibility into true impact and ROI for their PPC efforts. Armed with this new outlook on performance, the PPC marketing budget was increased.

TACTIC #2Weather Triggered

Advertising

Benefits of Weather Targeting

Ad creative and/or targeting based on weather conditions are proven to drive improved user engagement and stronger ROI numbers.

According to The Weather Channel, weather triggered ads deliver: 127% higher CTR than other

creative 117% higher purchase

consideration

Case Study: Roofing Contractor

The Story: By monitoring weather and adjusting budgets + keyword bids during periods of heavy rain, hail or snow – Surefire Social client was able to capture short-term spikes in searches related to roof repairs, roof leaks, emergency roofing services, etc.

During weather-related traffic spikes, key performance

metrics improved significantly across the board including: An increase in leads of 258% A decrease in Cost Per Lead of 53%

Takeaway: By changing PPC campaign settings and strategy during brief intervals of weather related opportunities, client gained dozens of new customers at a significantly reduced Cost Per Acquisition.

Weather Advertising: Quick Launch Steps

Start Capturing short-term weather driven opportunities with the following plan:

1. Set up a Weather dashboard to monitor storms and inclement

weather using any weather news service.

2. Add creative to capture storm name and/or real-time weather conditions

in the area (Pause all other ads)

3. Increase bids on adgroups and keywords impacted by weather

conditions. Test bidding for top ad positions.

4. Increase budget and monitor to ensure your Daily Impression share is

maximized and ads are serving the full day.

TACTIC #3Measuring Phone Call

Conversions

Phone Calls Make a Comeback

MOBILE WEB INFLUENCEOne of the byproducts of the mobile explosion is an increase in the number of phone calls businesses receive.

Put simply, more and more ad headline clicks are becoming “click to call” actions. And the trend is moving to desktop and tablet users too as advertisers tap into the trend.

Google says 61% of mobile searches result in a phone

call!

Typical Online/Offline Conversions

Integrated Call Tracking & Analytics

Capabilities are continuously expanding so you always know who is calling and how they found you! Dynamic numbers can track calls

back to a PPC campaign, or even specific ads and keywords.

Phone call data can be integrated with Google Analytics.

Phone calls can be recorded and played back

Sophisticated Call Tracking is now affordable and relatively easy to implement

for any business.

Case Study: Window Replacement Specialist

Solution: After implementing basic phone tracking by adding a separate PPC number to their landing page, client discovered that phone calls were generating 67% of their current leads.

The expanded data collection capabilities to measure PPC phone calls provided client with two key results: A 215% increase in monthly leads. A 68% decrease in Cost Per Acquisition.

Problem: Analyzing campaign results over several months, client found that their cost-per-acquisition (CPA) in the paid search channel had been rising. Based on online form submissions, monthly leads were declining, driving a diminishing return on investment.

Call Tracking: Quick Launch Steps

Call Tracking can be implemented in 3 separate stages, with each stage measuring call data at a more granular level:

Stage 1: Add unique tracking numbers to all dedicated

PPC Landing Pages.

Stage 2: Implement Dynamic Number Replacement to

track PPC calls regardless of landing page and/or number

of repeat visits to site.

Stage 3: Implement Dynamic Session tracking to assign a

unique number to each user session. This capability

enables granular level data to track calls back to a

specific ad or keyword.

TACTIC #4Phone-Based Keyword

Research

Inbound Call Monitoring/Interaction Mining

Record and Listen to inbound calls: Prospects and customers use the same words over the phone that they use in online searches for your services.

*Typical keyword research tools often can’t make intelligent connections between different keyword phrases.

TACTIC #5Targeting Local Customers

Everywhere

National Ads for Local Advertisers

FACTProspects in your service area are frequently searching for local based services while out of the area – whether traveling, at work, or on vacation.

SOLUTIONCreate a national targeted campaign using Exact Match keywords with geo-modifiers.

EXAMPLEProspect is on his way home from a summer vacation and is looking for estimates on replacing his roof when arriving home. He searches on “roofing company reston va” while on the beach in Florida.

TACTIC #6Bid Modifiers

Enhanced Campaigns: Bid Modifiers

Bid modifiers (a/k/a Bid Adjustments) are one of the most powerful and useful new features launched with Enhanced Campaigns in July 2013.

Bid Modifiers allow advertisers a simple way to alter your base keyword bid using 4 additional factors:

1. Geographic Location2. Day3. Time4. Device Type

Location-Based Modifiers

Day/Time Modifiers

TACTIC #7Device Segmentation

The Enchanced Campaigns Headache

In addition to several great new features, Enhanced Campaigns also caused an uproar in the paid search world.

The controversial “device unification” changes created a new ad platform which effectively killed the ability to run separate Desktop and Mobile campaigns. However, there is a workaround….

Device Segmentation Now

Setting up separate mobile campaigns can still be done using the following strategy:

1. Create campaign and set the mobile Bid Adjustment to

negative 100% in order to completely opt out of

smartphone traffic.

2. Copy the campaign (adding "Mobile" to name), and set

all bids much lower - around 25% of desktop bids.

3. Set the Bid Adjustment for the mobile campaign up to a

maximum boost of 300% based on conversion data.

4. Set mobile preference on all ads.

TACTIC #8Provide Opportunities for

Soft Conversions

Capture Upper Funnel Leads

Some traffic may be early in the buying process, but there is an opportunity to convert interested users into email subscribers and/or social media followers.

These Soft Leads are people willing to provide their email address (or other personal information) in exchange for useful content. These valuable “upper funnel” leads are interested; but not ready to make a purchase just yet.

Nurturing these leads over time will build a sales pipeline and generate new customers.

Soft Conversions: Quick Launch Steps

Add soft Call-To-Action touts to high traffic producing pages or global page templates to encourage users to:

1. Subscribe to newsletters or email lists

2. Download Whitepapers, Ebooks or PDF Guides.

3. Enter to win prizes with simple sweepstakes or contests

4. Download a mobile app

TACTIC #9AdWords Shared Library

Shared Library Benefits

The Shared Library feature allows advertisers to save time and drive better results by sharing key assets and settings across several

campaigns: Text Ads

Audiences

Bid Strategies

Budgets

Negative Keywords

Exclusions

Shared Budget Example

Creating a Shared Budget allows you to capture daily/weekly shifts in traffic, lead flow and demand for specific products based on news, weather events and other external factors.

TACTIC #10Remarketing!

Not anymore!

Today remarketing on Google is as easy as 1-2-3 and everybody should be doing it.

Once Upon a Time….

Remarketing was complex. Individual tags had to be created for each target audience or segment and advertisers had to hire a designer to develop display or rich media ads.

Why Remarketing?

• It Works!!! Numerous case studies have reported up to a

300-400% Conversion Rate Lift on remarketing visits.

• Avg CPC rates are much lower on display network vs

search ads (target a qualified search audience at display

advertising prices)

• Previous site visitors are the most interested and engaged

audience you can target.

• Create customized lists and target special offers for

specific products or services.

Simple Remarketing Setup

With this simple setup, you can have a remarketing campaign running in a few days :

1. Update your Google Analytics tag to support display

advertising.

2. Set up remarketing audiences in AdWords for anything

you can measure in GA: all site visitors, visitors to

specific pages, funnel abandons, etc.

3. Create remarketing text ads (same as search ads)

4. Set up a Frequency Cap to limit the impressions per

visitor.

Talk to Us

Chris Marentis is the Founder and CEO of Surefire Social. With over 25 years of experience leading traditional and interactive marketing businesses, Chris is a leader in helping businesses use new technology to enable dramatic growth. Need help or want to find out more?

Come see us to get your FREE Online Visibility Checkup now at www.surefiresocial.com or call 888-804-8685

Who is Surefire Social?

Surefire Social delivers personal, comprehensive strategies for effective local Internet marketing.

www.surefiresocial.com

To learn more about our PPC Services, visit us @http://www.surefiresocial.com/marketing-

solutions/