is paid search failing you?

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Presented by

Tad Miller

Vice President of Accounts, Marketing Mojo

Amanda Sides

Account Director, Marketing Mojo

IS PAID SEARCH FAILING YOU?

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TODAY’S PRESENTERS

AMANDA SIDES Accounts Director

Marketing Mojo

@amanda_sides +Amanda Sides

TAD MILLER Vice President of Accounts

Marketing Mojo

@jstatad +Tad Miller

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ABOUT MARKETING MOJO

• Originally founded as Search Mojo

• Demand generation marketing firm founded in 2005

› Search engine optimization (SEO)

› Paid media management

» Pay-per-click advertising management (PPC)

» Social media advertising

› Content marketing

› Marketing automation

› Analytics consulting

• Headquartered in Charlottesville, VA

› Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more

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OUR CLIENTS

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THE SHORTCOMINGS OF SEARCH ADVERTISING

PPC Keyword Advertising Sometimes Falls Short of Delivering

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PPC KEYWORD ADS DO WORK

• Search Advertising is Still “Pull Marketing”

• These are customers that are seeking your products or services – some are ready to buy now

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IT’S WAY BETTER THAN A BILLBOARD

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BUT…

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SHORTCOMING – HORIZONTAL RELEVANCE

• The same keywords can mean different things to different people

• “Green Vacuum”

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HORIZONTAL RELEVANCE: “GLORY DAYS”

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HORIZONTAL RELEVANCE -SMARTWATCH

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HORIZONTAL RELEVANCE - B2B CONTEXT

• “Battery Testing”

Consumer Search Intent Battery Manufacturer Search Intent

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WHAT IF YOU ARE AFTER THE B2B NICHE?

Electric Car Battery Manufacturers

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CAN YOU “PRE-QUALIFY” WITH KEYWORDS?

• Our client sells “Social Media Management Software”

› Enterprise level product: 12 months/$100,000

commitment

• These 2 people both search for “Social Media Management Software”

Lives in parent’s basement. Has a band with a Facebook Page and Twitter Account.

Chief Marketing Officer of Xerox

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APPENDING “ENTERPRISE”

• You can append the word “enterprise” onto your keywords

• Just shrinks the audience size and likely eliminates qualified searchers

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SOMETIMES PPC IS JUST STUPID EXPENSIVE

You need to pay $50 a click like you need a solid gold toilet

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DATA RECOVERY CPC IS CRAZY

Emergency Data Recovery $117 CPC Linux RAID Recovery $109 CPC

RAID Recovery $96 CPC SQL Data Recovery $60 CPC

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GET A LOAN FOR BUSINESS PHONE CPC

Business Telephone Service Providers $203 CPC

VOIP Phone Solutions $175 CPC Business Phone Service $102 CPC

VOIP Business Phone $89 CPC

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WEB HOSTING CPC

Dedicated Hosting $73 CPC Hosting $27 CPC

HIPPA Compliant Hosting $114 CPC Managed Cloud Hosting $87 CPC

Managed Hosting $75 CPC

Virtual Servers Hosting $63 CPC Secure Hosting $59 CPC

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INSURANCE CLICKS = HIGH CPC

Auto Insurance Quotes $68 CPC Life insurance $45 CPC

Home Owners Insurance $27 CPC Motorcycle Insurance $20 CPC

Insurance $20 CPC

Renters Insurance $18 CPC

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STOP THE BIDDING MADNESS!

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THE PAID SEARCH PROBLEM IN B2B

• “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings

• The more expensive the offering the higher the bid

• Competition is high for a limited audiences

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WHAT HAPPENED TO THE KEYWORD LONG TAIL ?

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ADWORDS LONG TAIL ?

Low Low Search Volume Status Blows the Keyword

Long Tail Up and forces advertisers to use Broad Match at high bids to get Long Tail

Keyword Matches

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THE MISSING PPC LONG TAIL

• The growth of “low search volume” keywords in AdWords is exponential

• The keyword “Long Tail” only exists when Google lets it

• They are happy to “broad match” overly broad keywords at high CPCs

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THERE ARE SOLUTIONS

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LINKEDIN ADVERTISING

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LINKEDIN TO THE RESCUE FOR B2B

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WHY LINKEDIN ?

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WHY LINKEDIN ?

LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn Groups.

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HERE’S THE KEY

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LINKEDIN CASE STUDY

Our B2B Client had only utilized traditional search PPC advertising on Google AdWords for about 13 months

› Mostly going for “Contact Us” conversions

› Only delivered 145 Form Completions

› Over $13 CPC

› Over $600 Cost Per Lead

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LINKEDIN CASE STUDY • Focus on White Paper & Webinar Sign ups with custom landing pages

• In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC for our client

• In 4 months, Linkedin Ads delivered 217% more leads than what the previous 13 months of PPC produced - for 82% less budget

• The cost per lead during the 4 months of LinkedIn Ads was 94% lower than

PPC • Cost Per Lead was $35 overall with some campaigns under $20 per lead

• Conversion rate was over 1,500% better than PPC

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FACEBOOK ADVERTISING

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FACEBOOK ADS

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WHY FACEBOOK?

• Largest Social Network

• Active Users

• Targeting Options

• Low Cost

• Measurement

blog.kissmetrics.com/facebook-statistics/

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TARGETING OPTIONS

› Age

› Gender

› Location

› Education

› Relationship Status

› Career

› Interests/Likes

› Hashtags

› Behavior

› Connected to you

› Custom Audiences

› Retargeting

• Nail Down Target Audience

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Right-Side Ads

News Feed Ads

AVAILABLE AD LOCATIONS

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CASE STUDY: COST-PER-LEAD

Facebook AdWords LinkedIn

Cost-Per-Lead

+71%

+78%

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WHY?

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CASE STUDY: CONVERSION METRICS

AdWords

Facebook

Conversion Rate

AdWords

Facebook

Cost-Per-Conversion

+99%

-82%

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WHY?

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REMARKETING

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REMARKETING ADS

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WHY REMARKETING?

• Target People Already Interested in Your Business

• Utilize Social Ad Initiatives

• Customized Messaging

• Efficient Use of Ad Budget

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REMARKETING & LINKEDIN

• Identify your Specific LinkedIn Audiences by Tagging your URLs

• http://bit.ly/URLBldr

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THINGS TO CONSIDER

• Utilize Longest Member Duration

• Frequency Capping

• Potentially Exclude Past Converters

• Separate Lists for Cart Abandonment

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CASE STUDY: REMARKETING VS. SEARCH

• We built long term remarketing lists for a farm store retailer to use when specific products went on sale

• Used product specific Display Ads for 5 to 21 day sales periods

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REMARKETING COMPARISON

Results:

+238%

Remarketing Ads were 238% More Likely to Covert than non-

branded search keywords

- 45%

Remarketing had a cost per

conversion 45% lower than

non-branded keyword search

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GOOGLE DISPLAY NETWORK

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DISPLAY ADS ACTUALLY WORK…YES, REALLY!

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THE CAVEAT

• Don’t just buy impressions

• Use the Google Display Network and pay by the click

CPC > CPM • Manage based on the results on your site,

not on how many people might have seen the ad

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GOOGLE DISPLAY VS. GOOGLE SEARCH

• If Search Keyword CPCs are high, then Display Ads for the same advertiser are almost always lower

KEYWORDS

CPC

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MATH YOU NEED TO DO

• Example: Cloud Storage Provider pays almost $10 per click for Non-Brand Keywords on Search Network

• Same Advertiser’s Display CPC only $1.82

• Display Cost Per Conversion is 69% lower than Search

• $10 - $1.82 = A HECK OF A LOT OF $

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SLASH CONVERSION RATE AND WIN ?

• If Display CPC is 80% cheaper than Search you get significantly more clicks than Search campaigns

• We have situations where clicks increase 400% and conversion rate gets cut in half

• Result: Incremental conversion growth, Costs per conversion cut in half…but conversion rate looks bad

*

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IT’S NOT JUST THAT IT’S CHEAPER. IT WORKS TOO.

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GOOGLE DISPLAY TARGETING FEATURES

• Google Display Network is Different than it was 2 years ago

• Much more customer focused now

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DISPLAY ADS BY GENDER

Or Exclude

Up 25%

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BID & TARGET BY AGE

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TARGET BY SEARCHERS INTERESTS

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TOPIC TARGETING

• You can also target Google Display Ads to sites that match a certain topic

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CONTEXTUAL ADS

• You can still put your search keyword lists into Display Campaigns and contextually trigger them

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FILTER YOUR AUDIENCES

• Layer your targeting methods to make a small but super audience

• Bid big! It’s worth it.

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FIND THE RIGHT ONLINE MARKETING MIX

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THE TACTIC FUNNEL

• We find the mix of tactics that produces the most conversion value for the lowest conversion cost as we progress and get data

• What works for one client, doesn’t always work for the other.

• We strive for maximum impression share in the tactics that produce best results and less so on tactics that aren’t as effective

Best Converters

Worst Converters

Brand Names

Remarketing

Demographically Targeted Display Ads

LinkedIn Ads

Demographically Targeted Facebook Ads

Non-Brand KW Search Ads

Contextually Targeted Display Ads

Twitter Ads

KW Ads on Competitor Names & TMs

Highest Bid & Budget Priority

Lowest Bid & Budget Priority

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IT’S WORK. BUT TRY, TEST & SUCCEED

• Set up and testing on a mix of channels takes time…but it’s worth it.

• Don’t be a “One Trick Pony” with just Search Ads

• Branch out and diversify your online tactics to find the right mix with the best results

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CONTACT

AMANDA SIDES Accounts Director

Marketing Mojo

@amanda_sides +Amanda Sides

TAD MILLER Vice President of Accounts

Marketing Mojo

@jstatad +Tad Miller

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LOOKING FOR HELP? Contact Marketing Mojo 800-939-5938 ext. 101

jmiller@marketing-mojo.com

MARKETING MOJO Twitter: @MarketingMojo

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