generating leads using google adwords ppc

9-2-2015

Generating Leads Using Google AdWords PPC(PLUS A January Blues Beating ‘Name That Beach’ Game)

Paul Raybould http://planonsoftware.com

Whitehaven Beach,

Whitsunday Islands

Agenda

• What is Google AdWords / PPC?

• Five points to note

• Why use Google AdWords for Planon?

• The plan

• Monthly spend estimates

• Our Google AdWords ROI calculator

• How you can help…

• Summary

Baia do Sancho, Fernando de Noronha, Brazil(This is the best beach in the world according to tripadvisor’s Travelers’ Choice® awards 2014 )

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What is Google AdWords / PPC?

“Google AdWords is an advertising service for businesses

wanting to display ads on Google and its advertising

network.”http://www.webopedia.com/TERM/A/adwords.html

“Short for pay per click, PPC is an Internet marketing

formula used to price online advertisements. In PPC

programs the online advertisers will pay Internet

Publishers the agreed upon PPC rate when an ad is

clicked on, regardless if a sale is made or not.”http://www.webopedia.com/TERM/P/PPC.html

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Example of Google AdWords

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Quality Score and bid amount determines where our ads appear

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Example of Google Display Network

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Name that beach…

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Cote des Basques – Biarritz, France

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Five points to note

1. Keywords/phrases and custom landing pages

2. Ads appear on both search results and Google’s

Display Network (may change over time)

3. All landing pages include content that requires a formfill

4. Lead source and follow up

5. Monthly reporting and cost expectations over time

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Name that beach…

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Brighton Beach – Sussex, EnglandDisclaimer: This is not a beach for beating January blues

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Why should Planon use Google Adwords?

• Measurable

• Flexible

• Faster than SEO

• Simpler than SEO

• Allows us to test and tweak our SEO strategy

• AdWords is taking over SERPs (search engine resultspages)

• In some instances AdWords converts better than organicclicks

• Compliments other channels

• Our competitors are using it

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Why should Planon use Google AdWords?

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The Buyersphere Report: exposé of B2B buyer behaviour

Why should Planon use Google AdWords?

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B2B Demand Generation Benchmark IndustryView | Software Advice

Name that beach…

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Kampen Beach – Sylt, Germany

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The plan

• I will create 10 English language campaigns per month

(includes target keywords, landing pages, ads and

confirmation emails for people who download assets)

• Campaigns of interest to your market will go to

translation agency for landing pages and confirmation

emails

• We will work together to identify keywords and ads for

your language

• Each month I will report on results to optimise

performance (impressions, clicks, cost per click,

conversion to lead etc)

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Name that beach…

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Scheveningen – Den Haag, Netherlands

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Monthly spend estimates

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€ 3,200 € 3,200

€ 2,400

€ 3,200 € 3,200

€ 2,800

€ 2,000 € 2,000

€ 5,600

€ 4,800

€ 4,000

€ 3,600

€ -

€ 1,000

€ 2,000

€ 3,000

€ 4,000

€ 5,000

€ 6,000

January February March April May June July August September October November December

PPC annual budget of €40.000 phased across months

Our Google AdWords ROI calculator

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Name that beach…

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Siesta Key – Florida USA

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How you can help…

Each month you will receive:

• An Excel spreadsheet with four or five landing page and

confirmation email translations to review

• You will then need to create a list of relevant keywords

using the Google Keyword Planner

https://adwords.google.com/KeywordPlanner

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Keyword Planner

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Keyword Planner

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Keyword Planner

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Ad Template in Excel

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Name that beach…

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Grace Bay - Providenciales, Turks and Caicos

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Summary

• Google Adwords is increasing as a channel of importance for

B2B markets

• We will launch with landing pages specific to search terms

and for content that requires registration to better measure

ROI

• Each month you will need to review landing page and

confirmation email translations, provide keywords and ads

• Each month I will provide a performance report as well as

recommendations re ads and keywords to amend/delete etc

based on performance

• Lead source will be captured as ‘Paid Search’ so we can

measure ROI

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Questions?

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