Why Paid Search Isn't Just For Big Budgets

By Mike Essex@Koozai_Mike

WHY PAID SEARCHISN’T JUST FOR BIG BUDGETS

Today we will cover 10 platforms for PPC

that cost less than one English pound…

Along with three more platforms that

also won’t break the bank

General Motors stopped advertising on

Facebook in 2012 - The world wept

General Motors couldn’t stay away -

They returned to Facebook ads after a year

eBay stopped Google AdWords advertising

after they found it ineffective

But was it simply a case that eBay were

using it wrong?

Sure looks like it….

Even Big Brands

have growing pains

with Paid Search

But this represents a

growing opportunity

for everyone else

Average Position 1.8 (£1.49 CPC)

CLICK RATE CASE STUDY

Average Position 2.3 (£2.48 CPC)

Average Position 3.7 (£2.59 CPC)

Source: Koozai

CPC

POSITION

Average Position 1.8 (£1.49 CPC)

CLICK RATE CASE STUDY

Average Position 2.3 (£2.48 CPC)

Average Position 3.7 (£2.59 CPC)

CPC

POSITION

Source: Koozai

In this study the companies at the top

paid less than those at the bottom

Great PPC is about soft assets (brain power, people)

not hard assets (computers, cash)

WHAT SHOULDI ADVERTISE?

Lead Generation

Brand Awareness

WHAT’S THE GOAL?

Content Promotion Sales

Lead Generation

Brand Awareness

WHAT’S THE GOAL?

Content Promotion Sales

The simpler your goal the more

people go into the funnel but…

ContentSales

WHAT WILL IT COST?

LeadsBrand

ContentSales

WHAT WILL IT COST?

LeadsBrand

… the more sales focused you get

the more it will cost to achieve.

Sales

(AdWords, PLA’s, Bing)

MATCH CHANNELS TO EACH GOAL

PAID SEARCH FOR:BRAND AWARENESS

Facebook Advertising

Avg CPC: £0.52 ($0.80)Avg CTR: 0.051%

Source: WordStream

TYPES OF FACEBOOK ADVERTS

Standard Ads Best for branding

Sponsored StoriesBest for likes of your page

Promoted Posts Best for content promotion

External AdvertsBest for driving new web visitors

Twitter Advertising

Avg CPC: £0.65 ($1)

BUT £5,000 minimum spend

Source: Hallme

TYPES OF TWITTER ADVERTS

Promoted TweetsBest for driving new web visitors

Promoted AccountsBest for new followers

Promoted TrendsBest for newsjacking / PR

Google AdWordsDisplay Network

Avg CPC: £0.12 ($0.19)Avg CTR: 0.4%

Avg Conversion Rate: 4.68%

Sources: Periscopix, Search Engine Watch, Wordstream

WHY ADVERTISELIKE THIS?

WHEN YOU COULD ADVERTISE LIKE THIS:

WHEN YOU COULD ADVERTISE LIKE THIS:

This campaign sold 2 million hotel nights

compared to 800,000 without adverts

Source: Google

Google AdWordsSearch Network

Avg CPC: £0.54 ($0.84)Avg CTR: 2.9%

Avg Conversion Rate: 3.4%

Source: Hochman Consultants

YOUR BRAND IS VULNERABLE

In this example Marks & Spencer

don’t rank number 1 for their brand

Use AdWords Extensions to massively increase

your advert size at no extra cost

YouTube Advertising

Avg CPC: £0.18 ($0.28*)

* In-stream AdvertisingSource: Search Engine

Journal

TYPES OF YOUTUBE ADVERTS

Display Ads Cheapest for branding

TrueView In-StreamBest for brand messaging

TrueView In-SearchBest for content promotion

Homepage RedzoneGreat if you have £150,000+

spare

PAID SEARCH FOR:CONTENT PROMOTION

Outbrain

Avg CPC: £0.10 ($0.15)Avg CTR: 0.15% - 0.18%

Source: OutBrain

WOULD YOU LIKE TO GET SEEN ON…

Outbrain lets you get mentions on these

and over 100,000 more sites

Outbrain helps you get your content in front of

new audiences at the time they want content

We used Outbrain to promote sales led content

which helped us get seen by new businesses

Zemanta

£3.25 - £16.20 ($5 - $25) per link

Avg CPC: £0.04 ($0.06)Avg CTR: 6.4%

Minimum £32.23 ($50) per day

Source: SEOmoz / Zemanta

Get your content seen by 140,000 bloggers

who can then link to your posts

SixEstate earn 45-65 high quality links

every month thanks to Zemanta

Source: Zemanta

StumbleUponPaid Discovery

Avg CPC: £0.06 ($0.10)

Source: StumbleUpon

Hypetree used Paid Discovery to help people

find out about their new service

Source: StumbleUpon

They paid £81 ($125) for 1,784 stumbles

and got 182,000 free viewers of their site!

Source: StumbleUpon

PAID SEARCH FOR:LEAD GENERATION

Google AdWordsRemarketing

Average CPC: £0.40 ($0.62)

Average CTR: 0.18%

Source: Periscopix

MAKE IT PERSONAL

RETARGETED CUSTOMERS ARE

MORE LIKELY TO COMPLETE A

PURCHASE

70% Source: Criteo

LinkedIn

Avg CPC: £1.80 ($2.78)Avg CTR: 0.057%

Source: The College Startup

LinkedIn has great advert targeting options

but doesn’t have the same reach as Facebook

InMail is a better use of budget - For £25.95 a month

you can contact any 10 sales prospects!

SlideShare

Silver PlanCosts: £19 / $19 a month

When people finish watching presentations

you can collect their details there and then

USE CRO TO CONVERTMORE VISITORS

FREEWhitepaper

kooz.ai/CRO-whitepaper

PAID SEARCH FOR:INCREASING SALES

Bing Ads

Avg CPC: £0.69 ($1.07)Avg CTR: 2.5%

Source: Hochman Consultants, Search Engine Land

Google still outperforms the Bing Ad Network

in almost every vertical

Source: Search Engine Land

However, it is also cheaper than Google

so is ideal if you have less budget

Source: Search Engine Land

Google AdWordsProduct Listing Ads

Avg CPC: £0.20 ($0.31)

Source: CPC Strategy

Get seen at the exact moment people

want to buy your product

In Christmas 2012 Google PLA’s drove

the most traffic and revenue

Source: CPC Strategy

Google AdWordsSearch Network

Avg CPC: £0.54 ($0.84)Avg CTR: 2.9%

Avg Conversion Rate: 3.4%

Source: eMarketer

DON’T TRUSTBROAD MATCH

Tennis Shoes

Red Tennis Shoes

Tennis Shoes For Men

Free Tennis Shoes

Red Tennis Shoes

Free Tennis Shoes

Running Shoes

Shoes For Tennis

Running Sneakers

Exact Match Phrase Match

Broad Match

USE NEGATIVE KEYWORDS

Tennis Shoes,

Shoes for Tennis,

Men’s TennisShoes,

Red,

Free,

Running,

Sneakers,

Sneaker,

Positive Keywords

Negative Keywords

Landing Page

Click Through Rate

Account History

Relevancy Factors

Ad Relevancy

Keyword Relevancy

QUALITY SCORE

ROTATE ADVERTSEVENLY

MORE TIPS

kooz.ai/PPC-whitepaper

FREEWhitepaper

If All Else Fails?

Spy On The Competition!

Use Moat.com to see

the adverts competitors are using (in the US)

SPY ON COMPETITORS

SpyFu tells you the keywords competitors use

and how they perform (globally)

SPY ON COMPETITORS

SpyFu Kombat shows how much competitors spend

and where they spend it (globally)

Look after the paid search pennies

and the pounds will look after themselves

THANK YOU FOR LISTENING

@Koozai_Mike

mike.essex@koozai.com0845 485 1262

koozai.com

IMAGE SOURCES2 - © Randomskk http://www.flickr.com/photos/randomskk/859771287/3 - © bzyxx - Fotolia.com4 - http://online.wsj.com/article/SB10001424052702304192704577406 394017764460.html 5 - http://www.autoevolution.com/news/general-motors-returns-to-facebook-after-embarrassing-split-57765.html6 - http://blogs.hbr.org/cs/2013/03/did_ebay_just_prove_that_paid.html7/8 - http://www.dealcafe.com/funnies/searchgame.html14 - © dimdimich - Fotolia.com40 - http://thenextweb.com/apps/2010/08/18/zemanta-now-available-for-wordpress-com-blogs-your-blog-content-just-got-infinitely-better/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/72 - http://commons.wikimedia.org/wiki/File:Pennies.jpg

REFERENCES11/12 - http://www.koozai.com/blog/pay-per-click-ppc/ppc-click-rate-study-how-click-rate-deteriorates-depending-on-ranking/21 - http://www.wordstream.com/articles/facebook-vs-google-display-network23 - http://www.hallme.com/blog/twitter-advertising-for-small-business-part-1-how-it-works/25/46 - http://www.periscopix.co.uk/blog/latest-2011-google-display-network-benchmarks/25 - http://www.searchenginewatch.com/article/2220372/How-Google-Rakes-In-Over-100-Million-in-Search-Advertising-Daily-Infographic25 - http://www.wordstream.com/articles/facebook-vs-google-display-network28 - http://www.google.com/adwords/watchthisspace/case-studies/airbnb/)29 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml32 - http://www.searchenginejournal.com/youtube-channel-experiment/22322/35 - http://www.outbrain.com/help/amplify39 - http://www.seomoz.org/q/zemanta-pricing41 - http://www.zemantamedia.com/smedia/files/zemanta_sixestate_casestudy.pdf42 - https://www.stumbleupon.com/pd/index/about43/44 - http://www.stumbleupon.com/ads/blog/case-study-startup-launches-with-paid-discovery/

REFERENCES48 - http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf49 - http://www.thecollegestartup.com/linkedin-advertising/56 - http://www.hochmanconsultants.com/articles/je-hochman-benchmark.shtml56 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222957/58 - http://www.searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-15222959 - http://www.cpcstrategy.com/blog/2013/02/google-shopping-vs-amazon-product-ads/61 - http://www.cpcstrategy.com/blog/2013/02/google-shoppings-how-product-listing-ads-plas-stole-christmas/62 - http://www.emarketer.com/Article/Paid-Search-Clickthrough-Rates-Up-Year-Over-Year/100879165 - http://www.stormmarketing.com/blog/wp-content/uploads/2010/12/Google-Quality-Score-Diagram.jpg

THANK YOU FOR LISTENING

@Koozai_Mike

mike.essex@koozai.com0845 485 1262

koozai.com