HOW TO AMPLIFY YOUR PAY-PER-CLICK ROI

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INTERMEDIATE

#INBOUNDLEARNING

5/14 - Beyond the Basics: PPC Cleanup & Optimization

5/21 - Becoming a Paid Search Samurai

WEBINAR SCHEUDLE

Mark Kilens

@MarkKilens

drew Wallace

@anotherdrew

1 Why does PPC matter?

2 How to cleanup your PPC campaigns

3 Optimizing your PPC campaigns

4 Next steps and resources

AGENDA

WHY DOES PPC MATTER? 1

PERSONA DEVELOPMENT.

POSITIONING & MESSAGE RESEARCH.

ALLOWS FOR FLEXIBLE TESTING.

IMMEDIATE ROI.

ALMOST INSTANTANEOUS RANKINGS.

HOW TO CLEANUP YOUR PPC CAMPAIGNS. 2

Analyze Quality Scores

HOW TO CLEAN UP YOUR CAMPAIGN:

1

2

3

Optimize Your Keywords

Update Your Ads

ANALYZE YOUR QUALITY SCORES

1

1 What are Quality Scores?

2 Quality Scores Defined

3 Components of Quality Score

4 Where to find Quality Scores?

5 Analyze and Take Action

ANALYZE YOUR QUALITY SCORES

WHAT ARE QUALITY SCORES?

• From Google: “Quality Score is an estimate of how

relevant your ads, keywords, and landing page are

to a person seeing your ad.”

• Quality Scores are used every time Google

Calculates CPC

• A higher quality score leads to lower cost per click

Google’s Definition

Keywords Tab -> Status Column -> Hover On Speech Bubble

Quality Scores Web Interface

Quality Scores AdWords Editor

Keywords Tab -> Quality Score Column

Pause any ads with

the error message

“Rarely shown due to

low quality score”

ANALYZE & TAKE ACTION

• Determine which

keywords have the lowest

quality scores

• support.google.com/adw

ords/answer/2454010

ANALYZE & TAKE ACTION

• Pause the keyword or change the landing pages

for the lower scores

• This is relative to your highest Quality Scores

• E.g. if you have a lot of 10s, consider pausing 5 and

below

ANALYZE AND TAKE ACTION

• Written to the keyword

• Appropriate keyword usage – title, URL, headline, content,

image file name, image alt text and internal links

• The most relevant page on your site for the product/service

• Easiest place to buy the product or convert to a lead

• HubSpot landing pages are perfect for PPC

THE PERFECT LANDING PAGE

OPTIMIZE YOUR KEYWORDS

2

1 What is the Right Match Type?

2 3.5 Match Types

3 Try Some Searches With Different Match Types

4 Take Action: Broad Match

5 Take Action: Phrase Match

6 Take Action: Exact Match

7 Take Action: Duplicate Keywords

OPTIMIZE YOUR KEYWORDS

WHAT IS THE RIGHT MATCH TYPE?

3.5 Match Types

Broad Match

Broad Match +Modifier

“Phrase Match”

[Exact Match]

Least Specific

Most Specific

Try a broad match search: “Sales Enablement”

Now try phrase match: “Sales Enablement”

Notice LinkedIn is missing?

Broad Match Shotgun

[exact match] Sniper Rifle

WHAT IS A KEYWORD?

TAKE ACTION

• Broad Match Keywords

• Pause most of them

• Run a Search Terms Report in AdWords

• support.google.com/adwords/answer/2472708

• Look at the actual search queries triggering your ads!

• Broad Match Terms generally have lower CTR

• Lower CTR = Lower Quality Score, Higher CPC

WHY AM I PAUSING ALL THOSE KEYWORDS?

• Add Broad Match +Modifiers to

target the traffic

• Add Negative Keywords to prevent

unrelated searches triggering ads

• support.google.com/adwords/answ

er/2453972

WHAT IF I WANT TO KEEP SOME BROAD MATCH TERMS ACTIVE?

TAKE ACTION Phrase Match Keywords: • Add new Phrase Match Keywords to

replace Paused Broad Matches

• Add Phrase Match Keywords for new Products or Services

TAKE ACTION Duplicate Keywords • Change Landing Pages

• Only Pause Low Conversion Rate

Keywords >.5%*

TAKE ACTION Exact Match Keywords • Pause all duplicates

• Tools -> Find Duplicates or View -> Duplicate Keywords

UPDATE YOUR ADS 3

1 How Many is Too Many?

2 Use the Keyword in the Ad

3 Optimize Your Display URL

4 You Should Try Dynamic Keyword Insertion

5 When to Write Keyword Specific Ads

YOUR ADS

HOW MANY IS TOO MANY?

4 IS TOO MANY

• AdWords runs an internal auction among the different ads in

an ad group for each impression

• Your ads are competing with each other

• With three ads you will have a clear winner and two alternates

• The other ads will get very few impressions

FOUR ADS IS LIKELY TOO MANY

• Ad Groups Tab -> Click an Ad

Group Name -> Ads Tab

• % Served should roughly

correlate with CTR

CHECK YOUR AD GROUPS

• Google will make the keyword bold

• Definitely make sure the keyword is in the title

• Include the keyword in the URL

USE THE KEYWORD IN THE AD

• The domain in the ad and the landing page must match

• You should add relevant keywords after the domain.com/

• Keywords will also appear bold here

OPTIMIZE THE DISPLAY URL

• AdWords Can Dynamically Insert the Keyword in an Ad

• Think of it Like a Fill in the Blank Ad

• support.google.com/adwords/answer/2454041

YOU SHOULD TRY KEYWORD INSERTION

• If the Keyword fits in the ad, AdWords will insert it

• The Keyword will always appear bold

• If the keyword doesn’t fit, the default text is used

• Try one dynamic ad in each Ad Group

HOW DOES IT WORK

WHEN SHOULD YOU WRITE KEYWORD SPECIFIC ADS?

• A keyword specific ad is written for exactly one keyword

• Your best 10% of terms, by clicks or CTR, should have custom

ads written for them

• This is content like the landing page

• Write to your Persona

• Include a product description and a benefit: the information

they need to be persuaded to click

WRITE KEYWORD SPECIFC ADS FOR THE TOP 10%

OPTIMIZING YOUR PPC CAMPAIGNS. 3

1. Determine the best landing page

2. Should you use the display network

3. HubSpot analytics

PPC OPTIMIZATION BEST PRACTICES

WHAT IS YOUR BEST PERFORMING LANDING PAGE?

• In HubSpot, add the keyword to the Keywords Tool

• See which page is ranking highest organically

HOW TO DETERMINE THE BEST LANDING PAGE ON YOUR SITE FOR A KEYWORD

• Outside HubSpot, Use Google

Webmaster Tools

• Go to Traffic -> Search Queries

• Click the keyword in the Queries Column

• See which page is ranking highest

organically

HOW TO DETERMINE THE BEST LANDING PAGE ON YOUR SITE FOR A KEYWORD

• If the highest ranking page is a blog post, consider

using it with a CTA to your intended Landing Page

• If you have multiple product or service pages

ranking, consider combining them

• The landing page should have a conversion

opportunity - hint: HubSpot form

LANDING PAGE BEST PRACTICES

SHOULD I USE THE DISPLAY NETWORK?

• Generally, The display network generates 5x the

volume of impressions but 1/5 of the clicks of

search

• Display network traffic isn’t very targeted

• Display network conversion rates tend to be much

lower than search

TO DISPLAY NETWORK OR NOT TO DISPLAY

• Display numbers are included in the All Campaigns view

• Compare the cost and production of Display Ads

• support.google.com/adwords/answer/2404178

EVALUATE THE DISPLAY NETWORK & DECIDE

ARE YOUR HUBSPOT ANALYTICS SET UP?

• They allow for a direct comparison

of paid and organic traffic

• This apples to apples data

empowers you to allocate

resources

WHY ARE HUBSPOT ANALYTICS IMPORTANT?

• Paid Search should appear in the sources report

• You should get campaign & keyword data when you click on

Paid Search in the Sources Report

HUBSPOT SOURCES SHOULD LOOK LIKE THIS

Make sure Auto-

Tagging is turned under

My Account ->

Preferences

IF HUBSPOT SOURCES LOOKS WRONG

• If you are manually tagging UTM data – you can set up contact

properties for that data in HubSpot

• Add contact properties for utm_source, utm_medium,

utm_term and utm_campaign

• HubSpot will add the AdWords UTM data as Contact Properties

• We’ll discuss using this information in the next Webinar: Becoming

a Paid Search Samurai

ADVANCED ANALYTICS – UTM TRACKING

NEXT STEPS & RESOURCES. 4

1 Pause keywords with the lowest quality scores or errors

2 Pause as many broad match keywords as you can

3 Update destination URLs with more relevant landing

pages

4 Verify paid search tracking in HubSpot Sources report

NEXT STEPS

1 How to Design a Killer Keyword Strategy for Paid Search

2 Are You Like eBay? How to Tell If You're Wasting Money on AdWord

3 Writing Successful PPC Ad Copy

RESOURCES

QUESTIONS?

HUBSPOT TRAINING: https://app.hubspot.com/l/training

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THANK YOU.