how to acquire new customers via adwords bizwatch laura thieme ogs 2014

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HOW TO ACQUIRE CUSTOMERS VIA GOOGLE ADWORDS (PAY-PER-CLICK)

PREVENT COMMON MISTAKES & IMPROVE KPIS

@BizwatchSearch #OGS2014

Today’s Topics• Do You Know the Cost of Acquiring a New

Customer?• Keyword Discovery• Leverage Digital Real Estate in Google • How to Set Up Google Adwords Campaign• Learn About KPIs• 3 Reasons Campaigns Fail• 3 Ways to Improve PPC KPIs• 3 Rules for Managing Your PPC Budgets

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DO YOU KNOW THE COST OF ACQUIRING A NEW CUSTOMER?

With Pay-Per-Click (PPC), It’s Easy

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Two Weeks Ago, Manufacturer Called

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Manufacturer Completed Online Audit

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Google Adwords Campaign Launched

• 3 PPC campaigns went live next morning

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Campaign #1 3 phone calls/leads

Campaign #2 1 phone call/lead

Campaign #3 1 form submission

Fastest Way to Acquire New Customers

• Google Adwords (Pay-Per-Click)

• In Just Eight Minutes … your ads can show up

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CALL ME

@BizwatchSearch #OGS2014

Collin Street Bakery

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Start with

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Keyword Discovery 101• Learn most popular

keywords– Free vs paid keyword

suggestion tools

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Keyword Searches

Cheesecake 9,322

Cheesecake recipes

3,419

Strawberry Cheesecake

765

Mini cheesecake

492

Blueberry Cheesecake

266

Key Lime Cheesecake

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Keyword Discovery 201

• Predictive vs Actual

• Compare Wordtracker (predictive) vs Google Analytics (last month’s data)

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Finalize Keyword List

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Leverage Digital Real Estate On Google

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Paid Ads

Vs

Organic Listings

Paid Listings

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Set Up Adwords Campaign

8Minutes

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YouTube: How to Set Up Google Adwords

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FOUR KPIS YOU OUGHT TO KNOWKPI = key performance indicator (metrics)

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#1 – Click Thru Rate (CTR)

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#2 Average Position

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#3 = Conversion Rate (CVR)

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#4 = Cost Per Conversion or Acquisition

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What’s Your Cost of Customer

Acquisition?

Let’s Back Up … What is a Conversion?

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It’s the Confirmation / Thank you,

Not the contact us page

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THREE REASONS CAMPAIGNS FAILApplies to all things digital

Three Reasons Campaigns Fail

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Other Reasons Campaigns Fail

• Targeting the wrong keywords • Not analyzing 13-month trends• Data noise – looking at the wrong things• Changing too many things at once• Landing pages

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3 Ways to Improve PPC KPIs

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#2 Stay Out of the Red

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#3 Keyword Match Types1. Leather boots

2. “leather boots”3. [leather boots]4. +leather +boots

5. -ankle

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PPC CAMPAIGN BUDGETSConsiderations

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How Much Does PPC Cost?• What’s Your Average Order or Average Sale Worth?• What Are You Willing to Pay to Acquire New

Customer?• Example: $50 Cost Per Acquisition• Desired Return on Ad Spend (ROAS)

– Large retailer: 1:1 -- 2:1– Medium Retailer: 3:1 – 4:1– Small Retailer: 5:1– Micro Business: 5-10:1

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Can Small Companies Compete with Big Budgets?

30 Seconds for TV Ad

1 Month of Pay Per Click (PPC)

SEO Social

Sunday Night Football $593k

Large Retailer $100k + $25k+ N/A

Modern Family $281k

Medium Retailer $50k + $10k+ Retainer

Scandal $207k Small Retailer $10k + $5k+ Hourly

Small Business $2500 $2500+ Hourly

Micro Business $500 In-House In-House

31Source: AdAge Marketing FactPack 2014

PPC Budget• Set daily budgets• Limit Hours Per Day• Automation Tools in Adwords• Manage budget closely• Monitor performance trends

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Three Ways to Save on PPC1. Learn what actual “search queries” or

“search terms” are – HIDDEN

2. Negative Keywords– Account Wide Neg

3. Track Conversions to keyword level

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Conclusions• Budgets Are Shifting to Digital • Google Adwords is fastest digital marketing

medium to acquire new customers• Refine & lower costs thru performance

monitoring & edits• SEO is long-term investment strategy• Social media marketing crucial to engage

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APPENDIXCOMMON PPC CAMPAIGN MISTAKES

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Lesson One

Incorrect Campaign Settings

Incorrect Campaign Settings

Target Market Default Setting is typically U.S. & CanadaStart first with U.S. or better, local marketExpand campaigns when they perform

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Incorrect Campaign Settings

Ad Scheduling Enabled 7 Days; 24 Hours of week (Under Campaign Settings/Ad Scheduling)

Enable your campaign for when you can answer your phonesRetailers consider 7 am Eastern to 12 MidnightB2B might match their office hours, Mon-Fri

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Incorrect Campaign Settings

Bid Type (Under Campaign Settings) Set to Enhanced Bids or CPA (cost per acquisition)

Suggest Manual CPC (cost per click)

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Lesson 2:

Know Your Keyword Match Types in Paid Search

Keyword Match TypesBroad Match

Leather boots

Phrase Match“leather boots”

Exact Match[leather boots]

Broad Match Modifier+leather +boots

-Negative Match-”leather purses”-purse-snakeskin-hiking

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Lesson 3

Knowing How to Track Conversions

Conversion AnalyticsSet up Google Adwords & Analytics to track key performance indicators (KPIs), leads, conversions, or online orders

Javascript Code for Adwords Conversions – confirmation page only – not needed on other pagesJavascript Code for Analytics – needed on all pages, needed also on confirmation page of contact form/online order form

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Adwords Conversion Analyticsin Adwords, you have separate code for tracking conversionsan Adwords conversion is only a revenue driver, such as a contact form, request for quote, or online order confirmationIt is, repeat, an online order/contact form confirmation, not a contact page viewdo not recommend importing Analytics goals

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Lesson 4

Google Analytics Engagement Metrics Inside Google Adwords

Additional Data in Adwords• Typical KPIs• Engagement Metrics Added (Bounce Rate,

Pages/Visit, Visit Duration, % New Visits)• Phone Calls & Conversions

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Why Engagement Metrics Matter• You Want Your Phone to

Ring … Online Orders … Form Submissions

• It’s less likely to happen if your engagement metrics are– <1 minute on page/site– Bounce rate >40%– <3 pages viewed

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Do it

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BizwatchSearchAnalytics.com/signup