Paid Marketing on a BudgetLauren VaccarelloSr. Director Online Marketing

@laurenv

in/laurenvaccarello

Getting to Know Each Other

I Also Wrote This Book

http://bit.ly/lvb2bbook

Agenda

1. PPC 101

1. Keywords

2. Ad Copy

3. Landing Pages

2. Retargeting 101

1. Types of Retargeting

2. When to Use it

3. Q&A and beer

Search is the #1 source used in purchase decisions

Source: Google & Compete, B2B Customer Study, 2012

Sources used by B2B customers while researching & shopping for business purchases

What makes a great PPC campaign?

Keywords Give You Insight Into Your Audience

Keywords allow you to:

Say the right thing to the right person at the right time

Define your audience:

Who are they?

What purchase stage are they in?

Different Types of Keywords

Transactional Keywords

Branded Terms

Bottom of funnel keywords

Indicate Purchase Intent

Drive ROI and SALES

Awareness/Education Keywords

Top of funnel

Rarely leads to purchase

Lead to repeat visit

Measure by repeat visit and influence

Optimizing Transactional Keywords (B2B example)

Offline data integration

1

Online Adv. Channel Website CRM

2 3

Identifying and Optimizing Educational KW’s

Assist tracking set up

‘View through

conversions’ for Google

Display

Keywords that lead to

transactional repeat visits

Can be set up by

integrating: – Doubleclick

– Bidding Tool like Marin

Software

– Analytics

Need a Place To Start Researching KW’s?Competitive Research

Do I Have

Your

Attention?

- Writing Killer Ad Copy

Ad Copy Best Practices

Draw attention!– Showcase your features

– Showcase your benefits

– Show Unique Selling

Proposition (USP)

Set expectations about

what’s next:– A clear call to action

Promises

Promises

Make sure your page title

and copy matches why/how

your visitor arrived

Make information simple to

access

If coming through paid

search or display

advertising make sure

content and look and feel

match

Imagine You Are the Searcher

What are you intentions?

Why are you clicking on

a paid search ad instead

of organic– Instant gratification?

What do the ads say?– What are your

expectations from clicking

on these ads?

Free shipping message is carried to the landing page

Nothing about personalized ornaments

Free shipping message is carried to the landing page

Nothing about personalized ornaments

Speaks about personalization!

Large variety of personalized ORNAMENTS

Wish you had a crystal ball?

Need to Have a Plan

Know Which Changes Make the Difference

Things You Can Test

*Testing chart c/o MarketMotive.com

Search Engine Marketing Should Search Engine Marketing Should Be a Profit CenterBe a Profit Center

Am I Am I Being Being

Followed?Followed?

Retargeting shows ads on

third party websites to

people who have displayed some interest in your

brand

Retargeting in Action

Retargeting in Action

Retargeting Results

*http://www.retargeter.com/about/case-studies

What is Site Retargeting?

Gets cookiedA user connects with your brand

Lands on a page designed just for them.

Surfs the web

Sees your ads

Email Retargeting

Video Retargeting

Richmedia Retargeting

Features

Benefits

Brand Message

Social

Conversion

Ad Sequencing

How To Use How To Use RetargetingRetargeting

Image c/o wired.com

Prospect Finds Your Website

They Don’t Fill Out a Form! (the nerve of them)

Retarget Form Abandoners and Bring Them Back

After You Get Their Contact Information

Use Retargeting for Lead Nurturing

Already Customers? Cross sell and Up sell!

Look Look

BiggerBigger Than You Than You

AreAre

Key Takeaways

•PPC is a revenue driver

•Deliver on your promises

•Always be testing

•Retargeting is awesome

•Look bigger than you are

Thank You!

Lauren VaccarelloSr. Director, Online Marketing

lvaccarello@salesforce.com

@LaurenV

Across B2B sub-segments, search is key

Source: Google & Compete, B2B Customer Study, 2012

92% of the C-Suite use

search engines while researching business

purchases

97% of B2B customers

find search useful while shopping for products &

services for their business

91% of Small Business

customers use search engines while researching

business purchases

Making Retargeting Work, Technically Speaking

*Image c/o Joanna Lord from SEOmoz

Retargeting Benchmarks

Average CTR.15%-.3%

Cost•Should average less than $5CPM

Conversions•Click through – can average 3X of PPC•View through conversion can average 10:1 of click through

*http://www.chango.com/blog/measuring-brand-advertising-performance-metrics

Optimal imp. per Person•15-20•3 month saturation