7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114

#123webinar | @webmarketing123

February 11, 2014

Kyle GaudreauWebmarketing123

Dana RouleauGoogle, Inc.

7 Brilliant Paid SearchIdeas That Drive Revenue


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Frequently Asked Questions (FAQs)


About Us


We are a digital marketing agency focusing on lead gen & revenue.

Search Engine Optimization

Social Media Marketing

Paid Search & Display

Content Development

Top 500 Fastest

Growing Private

US Companies.


What sets us apart?


We deliver on revenue.Not just leads & traffic.

Each campaign includes:

Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations


Google products & ads. We make the web work for you.

Search Mobile YouTube

Display Google+ DoubleClick


1 3 Steps to Stellar SEM ManagementHow to Maximize Digital Advertising ROI

2 4 Steps to Advertising That SellsHow to Capture the “Always-On” Customer

On the Agenda


MarchPanda

24 & 25

MayPenguin 2.0

AugustHummingbird

September

Secure SearchFebruary

JuneRLSA

OctoberEstimated Total

Conversions

NovemberAd Rank Update

Enhanced Campaigns

JanuaryGraph Search

JulySponsored Updates

Promoted Pins

Instagram Ads December+Post Ads

Twitter Conversion Tag

2013

2013 Changed the Playing FieldWhy Now?


Online Opportunity is GrowingWhy Now?

The impact of the “always-on”

mobile consumer “has only begun to be reflected in commerce sales

forecasts.”




On the Agenda


How do you measure SEM success?

/ Maximize SEM ROI


/ Maximize SEM ROI

$

$

$

To measure which campaigns generate revenue, set up your CRM to track closed deals back to influencing campaigns.

Qualified Leads (SQL/MQL)

Sales Pipeline Opportunity

Closed Won Revenue

Cost Per Click (CPC)

Lead volume

Cost Per Lead (CPL) or Cost Per Action (CPA)

B2B Brands: Determine lead gen KPIs.

Step #1 Measure the Money Metrics


/ Maximize SEM ROI

Visitor searches for “medical devices”.

Clicks on paid search ad.

Leaves website without converting, but comes back on direct visit one week later and fills out a form.

Lead is qualified, converted into an opportunity, and enters nurture program. Deal eventually closes for $50K.

Closed deal is attributed to paid search campaign. First touch, last touch, and influencing touches are viewable as custom fields in your

CRM.



/ Maximize SEM ROI

B2C Brands: Determine profit KPIs.

$

$

$

Cost Per Value(CPV)

Cost Per Profit(CPP)

Closed Won Revenue

Cost Per Click (CPC)

Conversion volume

Cost Per Action (CPA)


B2Cs need to take a step past CPA to measure SEM revenue performance.


/ Maximize SEM ROI

CPA CPV CPP

Cost Per Action

Measures a static

conversion value.

Cost Per Value

Tracks the actual value

returned with each

transaction. Available

in AdWords.

Cost Per Profit

Accounts for profit

margin on each

product. Requires 3rd

party software.

The B2C KPI Faceoff:



First three pieces of content we recommend:

$85,000

$60,000

$275,000

$

CampaignRevenue

OpportunityAllocation

eBook Offer

Remarketing

Refer a Friend

Evaluate SEM campaigns based on revenue rather than lead volume or

number of conversions.

$

$

$ $ $

/ Maximize SEM ROI

Reinvest budget into top performing campaigns.



/ Maximize SEM ROI

B2Bs: Target CPA holds up

for lead generation.

B2Cs: Maximize profit with

Return on Ad Spend bidding.

Choose the right bidding strategy to support KPIs.

Step #2 Evaluate Your Bidding Options

Source: Webmarketing123; 2014 State of Digital Marketing Report


Step #3 Audit Your SEM Campaign/ Maximize SEM ROI

4 ways to ensure spend efficiency:

Consistently manage your queries.1

Use impression share to maximize budget opportunity.

2

3

A/B test landing page & ad copy.

4

Check for proper bid optimization.




On the Agenda


/ Capture the “Always-On” Customer

Q1 is a good time to ask your team:

Who are we targeting and why?1

2 How do we reach them when and where it matters

most?

Step #1 Rethink Your Targeting Plan

Source: Google New Opportunities for Remarketing Deck



The “always-on” consumer shops across devices anytime, anywhere.Source: eMarketer; Key Digital Trends for 2014

Multi-device landscape

Constant consideration phase

Purchase immediacy

Step #1 Rethink Your Targeting Plan


Expected Cross-Device Fluency

Responsive web design is now

the expectation rather than the

exception.

1

65% of online searches begin on a mobile device, yet only 16% of

marketers have a developed mobile strategy.

Source: Search Engine Watch; HubSpot


Step #2 Test Mobile Ad Performance


Enhanced Mobile Bidding

Optimize for consumer behavior

across devices, location, & time.

2

Enhanced campaigns capture the “always-on” customer across:


• Device• Location• Time

Source: Google; Mobile Path to Purchase




Mobile is a crucial purchase influencer, yet consumers primarily convert in-store and across devices.



Improved Cross-Device

Tracking

Estimated Total Conversions will

give invaluable cross-device

conversion insights & increase

ROI on mobile ad spend.

3

75% of marketers plan to spend more on

mobile this year.

Source: Webmarketing123 2014 State of Digital Marketing Report





Why PLAs? (Google Product Listing Ads)

Step #3 Ace PLA Optimization


Deliver increased visibility and revenue for Dr. Brandt Skincare, a luxury skin care company, while improving paid search ROI.

Integrate Google PLAs with Dr. Brandt Skincare’s text ad campaigns to increase sales from new and returning customers.

Client Case Study

Results

YoY sales conversion rate

35%YoY revenue

12%

Solution

Challenge


One visit is typically not enough to convert.

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

But one visit is typically not enough

96%

70%

1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010

Abandon shopping carts without purchasing1

Leave a website without converting1

49% Typically visit 2-4 sites before purchasing2

2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confidential and Proprietary 4 Google Confidential and Proprietary 4


96%

70%





2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)



96%

70%





2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)


Remarketing gives you a

second chance to bring past

visitors back to your site to

convert.

Step #4 Launch a Remarketing Plan




Google Remarketing provides 3 big advantages:


Three advantages of Remarketing with Google

Convert site visitors with one site-wide tag

Cross Search & Display

Tailored Creative

Customize text and display ads

Transparent & Accountable

Get full visibility into placement and price





Tailored Creative








Tailored Creative







Past site visitors are more likely to convert.


Remarketing produces results on search & display.

Google Ad words (RLSA) GDN (Display Remarketing)

3x

Previous site visitors convert at a 3x higher rate.

450%

Advertisers see a 450% increase in CTR.




Client Case Study

Results

4xCVR of standard display

Boost in registrants

30%Cost per registrant

2x

75%

CTR of standard display

Drive net new registrants for Driscoll’s Rewards Club loyalty program.

Use remarketing on the GDN to target those who have visited Driscoll’s site and left without converting.

Solution

Challenge



Jumpstart Sales with 3 Key Takeaways:

Next Steps

3

1

2 Conduct an SEM targeting and management audit.

Gain internal consensus to measure the SEM money metrics.

Test new mobile, remarketing, & PLA opportunities.

Next Steps


Get a 2nd opinion on your SEM performance.

Email [email protected] or call 800.619.1570

Kyle GaudreauWebmarketing123

Dana RouleauGoogle, Inc.

Thank you!

mailto:[email protected]

7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114

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Transcript of 7 Brilliant Paid Search Ideas That Drive Revenue - slides 021114