generating ppc leads on a budget

Twitter: @jostumpner # searchex

Generating Google PPC Leads on a Budget

Jo StumpnerPPC Marketing Director

Top Floor Technologies

May 19th, 2010

Twitter: @jostumpner # searchex

Table of Contents

1. Why Google PPC?

2. Audience & Goals

3. Target Keyword List

4. Account Structure

5. Campaign Optimization

6. Measure, Monitor, Adjust & Control

7. Resources

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Why Google PPC?

• Moment of Relevance

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Why Google PPC?

• Your In Control

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Why Google PPC?

• Low Cost per Acquisition

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Audience & Goals

– Buyer Personas• Who is your target audience & what benefits

appeal to them?

– Define Goals• What do you want them to do when they get to

your site?

– Track KPI’s• Use website tracking software and set up KPI

tracking.

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Target Keyword List

A great pay-per-click (PPC) keyword strategy is central to any campaign’s success, so getting your list right is

absolutely critical

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Target Keyword List

Keyword ResearchGoogle.com Related Searches

Google Wonder Wheel

Google External KW Tool

Competitor Websites

Thesarus.com

Analytics

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Target Keyword List

• Keyword Research

– Search Intent

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Account Structure

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Campaign Optimization

– Use AdWords filters to identify areas for improvement.

– What should you look for?

– High Cost Keywords

– Average Ad Position

– High Impressions

– Low Click Thru Rate (CTR)

– High CPA

– Low Conv %

– Low Quality Score

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Campaign Optimization

• Be Relevant to Improve Quality Scores

– Refine ad text

– Refine or remove keywords

– Improve landing page

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Campaign Optimization

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Measure, Monitor, Adjust & Control

Impressions & clicks decreased while average CPC increased.

However, our objective was to increase the volume of leads while decreasing the cost per lead.

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Measure, Monitor, Adjust & Control

Conversion Ration: Improved from 3.87% to 10.41% for a 168% Increase

Total Goal Completion: Increased from 326 to 742 for a 126% improvement

Cost per Goal: Decreased from $20.08 to $8.87 for a 55% improvement

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Resources

• Google Keyword Tool: Free keyword research tool https://adwords.google.com/select/KeywordToolExternal

• Google Analytics: Free website tracking software http://www.google.com/analytics/

• Adwords Editor: Bulk edit tool for AdWords http://www.google.com/intl/en/adwordseditor/

• Permutator: keyword list building tool http://www.boxersoftware.com/thepermutator.htm

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Recap

• Search Brings You Customers At The Moment of Relevance (MOR)

• The Search Phrase Defines The Searchers Intent

• Be Relevant

– Keywords

– Ad Text

– Landing Pages

• Measure, Monitor, Adjust & Control

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Generating Google PPC Leads on a Budget

Thank You

Jo StumpnerPPC Marketing Director

jstumpner@topfloortech.com

May 19th, 2010