View
1
Download
0
Category
Preview:
Citation preview
CASE STUDY WEBINARTHE INTERPLAY OF SEARCH ADS AND SEOFOR TARGETED ONLINE LEAD GENERATION
B2B LEAD GENERATION MADE EASY
2
Before we begin. . .
WEBINAR AGENDA
• Intro/Format• Situation• Intervention• Results• Conclusion
3
THE SITUATION
SURVEYS LATE 2017-2018PRE-MARKETING EARLY 2018BETA TESTING OCTOBER 2018 LAUNCHBRINGING US TO MARCH 2019…
4
YOUR MISSION, SHOULD YOU CHOOSE TO…
50% CLIENTREFERRALS
30% LIST INQUIRIES
20% DIRECTTRAFFIC
75% 25% 0%GROW
5
WHICH APPROACH TO TAKE?
SITE 6 MOS OLD100 PAGESORGANIC TRAFFIC STARTING
BUY TRAFFIC…GUESS AT SEO…OR BLEND THEM!
6
SEARCH CONSOLE
7
KEYWORD PHRASES
(AS MUCH AS THEY’LL SHOW US. . .)
8
GOALS
CONVERSIONS1. NEW CUSTOMERS2. NEW INQUIRIES3. ACTIVITY INDICATORS
9
BUILDING A CAMPAIGN
GOOGLE ADSNARROW THE PHRASESADS ON PHRASESLANDING PAGE(S)CTA/OFFER
10
AD GROUPS
STARTING WITH PHRASES OUT OF SEARCH CONSOLE
ADD SUGGESTED SEARCHES
SEPARATE INTO DISTINCT ADS
11
BUDGETING
WORK BACKWARDS-Value? $550 x 6mos- Great to pay under 5%- Conversion rate = 5%?- Pay per click =- For 100 clicks?
$3K?$150?1/20$ 7?$ 4ish
BUDGET APPROVAL/GOAL
12
GO LIVE
INTO ADWORDS(Google Ads. . .hard to break habit)
13
WEEK ONE
3/1-3/92.5K IMPRESSIONS29 CLICKS$3.43/CLICK$9912 NEGATIVE KEYWORDS
(THE PHRASE SHEET)
14
WEEK ONE
½ ARE NOT RIGHT
ACTUAL USER PHRASES
15
WEEK TWO
3/10-3/162.9K IMPRESSIONS34 CLICKS$3.71/CLICK$145 ($244 total)9 NEGATIVE KEYWORDS1 INQUIRY
16
WEEK THREE
3/17-3/233.0K IMPRESSIONS35 CLICKS$3.62/CLICK$127 ($371 total)7 NEGATIVE KEYWORDS2 INQUIRIES
17
WEEK FOUR
3/24-3/261.5K IMPRESSIONS15 CLICKS$3.67/CLICK$55 ($426 total)18 NEGATIVE KEYWORDS1 INQUIRY
18
100 CLICKS
3/1-3/2610K IMPRESSIONS118 CLICKS$3.61/CLICK$42647 NEGATIVE KEYWORDS4 INQUIRIES (2 GOOD, 2 BAD)
19
CONCLUSION OF TEST
CONVERSIONS1. NEW CUSTOMERS2. NEW INQUIRIES3. ACTIVITY INDICATORS
No4Yes
20
CONCLUSION OF TEST
RESULTS- New Customer?- New Cust Cost?- Conversion rate = 5%?- Pay per click =- For 100 clicks?
$3K?$150?1/20$ 7?$ 4ish
NANA4%/$25$3.75$400
21
NEXT ACTION
REVIEW TERMS FOR SEO- CONTENT PLAN- PHRASE TARGETING- ALTER CAMPAIGN
TURN DOWN CAMPAIGNNOW: 3/27-4/10 (2 WEEKS)6 CLICKS – 1 INQUIRY - $214 NEGATIVE KEYWORDS
22
RINSE REPEAT
50% CLIENTREFERRALS
30% LIST INQUIRIES
20% DIRECTTRAFFIC
80% 20% 0%GROW
23
Q&A
Q&A
24
TOOLS FOR YOU
• GOAL WORKSHEET
• CAMPAIGN BUILD TEMPLATE
• KEYWORD SPREADSHEETS
• The Perfect Growth FormulaA Balanced Approach to Growing Your Business Without Stress or Strain
25
CONTACT US
Tel: 402-334-1824
Info@leadgencompasss.com
LeadGenCompass.com
Recommended