generating ppc leads on a budget
TRANSCRIPT
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
May 19th, 2010