(aka: typical mistakes by search marketers with no ... · do not show ads for: planets eclipse...

PAID SEARCH MARKETING (PPC) TIPS FROM OUR EXPERTS(aka: Typical Mistakes by Search Marketers with No Industry Experience)

Peter Troast, Founder & CEO

Energy Circle Webinar Series

June 5, 2019

6/5/19

QUICK OVERVIEW: The Role of Search Marketing in Your Mix

INSIGHTS & OPPORTUNITIES FROM THE EC TEAM (aka: Typical Mistakes & Misses)

DEDICATED, RELEVANT LANDING PAGES

INTEGRATING PPC & FACEBOOK

COORDINATING PPC & LOCAL SERVICES ADS

TAKING ADVANTAGE OF TOPICAL DEPTH IN KEYWORD STRATEGIES

MISSING OUT ON GOOGLE’S LATEST UPDATES & AD FORMATS NEGATIVE KEYWORDS PREVENT UNWANTED CLICKS COMPETITION WITHIN PPC VS THE MARKET

2

What We’ll Discuss

1

2

WHY SEARCH MARKETING?

Google Paid

Google Local

3 Pack

Organic

Local Services Ads

6/5/19 5

Google Ad Revenue

$341 million/day 17% YOY Growth

Alphabet Q1-19 Earnings Report

6/5/19 6

Organic

Google/Bing Paid

Direct

Email

Facebook

0% 3.2% 6.4% 9.6% 12.8% 16%

2.93%

10.11%

3.93%

15.07%

9.42%

Data from 65 Energy Circle Clients, 12 months of 2018

Buying Intent = High Conversion

AD & LANDING PAGE RELEVANCE

Dedicated, Relevant,

Well Tested Landing Pages

FACEBOOK & GOOGLE ADS IN COORDINATION

5% CTR vs 1-3%

MAXIMIZING LOCAL SERVICES ADS & PPC TOGETHER

12

Local Services Ads—US & Canada-wide

Weigh Your

Other Rankings

KEYWORD STRATEGIES:GOING DEEP WITHIN TOPICS

6/5/19 15

Success on the Periphery

Search Volume 8545

Click Through Rate (CTR) 89.61%

Conversions 1195

Conversion Rate 9.66%

Queries Related to “Cost of”

Energy Circle Data, Q1 2019, Multiple Sectors

TAKING ADVANTAGE OF EVER CHANGING AD FORMATS

6/5/19 17

Ad Creative: “solar installation contractor”

6/5/19 18

Responsive Search Ads

NEGATIVE KEYWORDS: DON’T BURN YOUR ONLINE

MARKETING DOLLARS

6/5/19

Do Not Show Ads for: Planets

Eclipse

Degrees

Elon

Farms

Plug

Charger

Jobs & Salary

Class

Cheap

DIY

Do it yourself

Employer

Pool

20

Negative Keywords are Critical

UNDERSTANDING YOUR COMPETITION: IT’S PROBABLY

DIFFERENT ONLINE

6/5/19 22

Competition Online Often Different

6/5/19 23

Know the Competition’s Promotions

6/5/19

QUICK OVERVIEW: The Role of Search Marketing in Your Mix

INSIGHTS & OPPORTUNITIES FROM THE EC TEAM (aka: Typical Mistakes & Misses)

DEDICATED, RELEVANT LANDING PAGES

INTEGRATING PPC & FACEBOOK

COORDINATING PPC & LOCAL SERVICES ADS

TAKING ADVANTAGE OF TOPICAL DEPTH IN KEYWORD STRATEGIES

MISSING OUT ON GOOGLE’S LATEST UPDATES & AD FORMATS NEGATIVE KEYWORDS PREVENT UNWANTED CLICKS COMPETITION WITHIN PPC VS THE MARKET

24

What We’ll Discuss

1

2

END

Peter Troast peter@energycircle.com