THE NEEDLE-MOVING, BUSINESS-DRIVENRESOURCE FOR GREAT COMPANIES.
CREATIVE PPC TECHNIQUES
BURNS DIGITAL
FIND PROSPECTS DRIVE TO WEBSITE CONVERT VISITORS MEASURE RESULTS
Post-Click Pre-Click
Search Engine Optimization Paid Search
Search Engine Marketing Local Listing Optimization
Conversion Opt.
Website Improvement UX/UI
Web Analytics
ROI Metrics Call
Tracking
Online Marketing Banner Mobile Pay Per
Call Advanced Targeting
Facebook PPC
Promoted Tweets
Lead Nurture
Marketing Automation
BURNS PPC CAPABILITIES
! Very broad segment experience _ IT services
_ Enterprise software
_ Healthcare
_ Education
_ Apparel
_ Maternity products
! From niche B2B to B2C with 1000s of SKUs
! Automated tools and advanced techniques _ >100,000 keywords
_ Complex bid management
_ Long tail discovery
_ Mobile and location-aware placement
THE MOST MEASURABLE
! Prospects click on ads when they expect to be sold something – they’re far down the sales funnel and most convertible
! Organic delivers credibility, paid offers purchase intent
! PPC should be the first online investment for most companies
_ Possible exceptions: • Markets with lead aggregators
• Low ASP products
! Key PPC characteristics _ The most measurable and optimizable of all
marketing investments
_ Can be used to discover keywords and messages for other channels
_ Once dialed in, can be scaled easily
PPC 101 BASIC FACTS
! What do people click on? _ 63% of all searchers click on any Paid Search link
_ 97% of all searchers click on any Organic link
_ 16% of all internet users click on any Display ad
! At what rate? _ 3.5% is the average clickthrough rate on a Paid
Search ad campaign
_ 0.1% is the average clickthrough rate on a Display ad campaign
! Paid Search converts at 1.5x Organic clicks
(Comscore Data)
PPC 101 HOW IT WORKS
PPC 101 HOW IT WORKS
PPC 101 HOW IT WORKS
PPC 101 HOW IT WORKS
DON’T BE SO UPTIGHT
REMEMBER TO LAUGH
! 10-30% of advertising uses intentional humor (Weinberger, 1995)
! Very little humor is used in PPC
_ Why not? Maybe because it doesn’t work, but maybe it does.
! PPC A/B testing provides a perfect testing ground for humor
! Test it, especially on long-tail terms
What about using the “Stop Sucking Resources” theme in an ad on this page?
“Even better stability”
“Tangle-free”
“Super bass”
How about “kickin’ earbuds”? “Sound so good you’ll swear Led Zep is in your head”
FEEL THEIR PAIN
PUT YOURSELF IN THEIR
SHOES
! Companies tend to advertise their products based on product attributes
_ Features
_ Benefits (those are good, right?)
! Focus on features and benefits requires prospects to have already figured out that what you sell is what they need
! This is particularly common in B2B technology
USE PAIN STATEMENTS
“EARBUDS SUCK”
CATCH ‘EM WHEN THEY AIN’T EXPECTIN’ IT
EVENT CAMPAIGNS
! Transient event campaigns can provide lift to trade show exhibit investments
! You’re probably already investing in ways to get people to your booth
_ Email
_ Direct mail
! The problem is that everyone is doing the same thing
EXAMPLE: DISTRIBUTECH
! Example: DistribuTECH _ Biggest show in the smart grid segment
_ Commonly attendees’ largest marketing investment
! 7500 Google searches for that show _ For registration info, conference materials,
exhibitor lists, etc.
_ By searching, they are qualifying themselves (partially)
_ Very little click competition
Use the ad to invite attendees to booth, to promote a contest, to provide related materials …
EGO CAMPAIGNS
! Ego campaigns can target key buying individuals
! At some point, someone will search on their own name
! Clever, compelling ad copy can capture their attention and their click
! Even if they don’t convert, they can now be part of a retargeting campaign
USE THE REALLY SHORT TAIL
BE RELATIVE
USE AFFILIATED CONCEPTS
! In a competitive click environment, sometimes the best search strategy is:
_ Avoid core terms altogether
_ Target terms associated with your business, but not directly related
Monthly searches Click cost
Charity giving 49,500 $8.24
Charity donation 110,000 $17.88
Online giving 14,800 $2.57
Monthly searches Click cost
American Cancer Society
673,000 $0.75
Cancer survivor 135,000 $2.59
Cancer awareness 246,000 $1.61
USE THE PHONE
CONVERT BY PHONE
! Some businesses naturally convert prospects over the phone. Take advantage of that.
USE YOUR RIGHT BRAIN
! Don’t be so uptight
! Feel their pain
! Catch ‘em when they ain’t expecting it
! Use the really short tail
! Be relative
! Use the phone
THE NEEDLE-MOVING, BUSINESS-DRIVENRESOURCE FOR GREAT COMPANIES.
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