what you dont know can hurt you: 4 ppc strategies everyone should know

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Post on 16-Jan-2017




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    Todays Speakers

    Chadd PowellHanapin Thought Leader

    Navah HopkinsWordstream Thought Leader

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    Launch Poll

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    Todays Agenda

    Account Structure


    Ad Copy Theory

    Quality Score

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    Account Structure &

    Campaign Types

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    Lets Start With The BasicsClient Center (MCC)



    Ad Group

    Keywords Ads

    Ad Group

    Keywords Ads


    Ad Group

    Keywords Ads

    Ad Group

    Keywords Ads



    Ad Group

    Keywords Ads

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    Ratios To Live By

    1:7 1:30 1:3

    Campaign to

    Ad GroupsAd Group to

    KeywordsAd Group to Ads

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    Breaking Down The Strategies


    Campaigns AKA

    Consistent Tom Brady

    Research Campaigns

    AKA Experimenting


    Competitor Campaigns

    AKA Customer

    Sniping Ninja

    Branded Campaigns

    AKA Super Metric


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    Product & Service Campaigns

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    Branded Campaigns

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    Competitive Campaigns

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    Research Campaigns

    Research Campaigns

    AKA Experimenting


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    Tips for Structuring Accounts in Facebook

    Facebook is a mobile first platform.

    Monthly Active Users: 1.49 billion (Q2 2015)

    13% year over year growth

    Mobile Monthly Active Users: 1.31 billion (Q2 2015)

    23% year over year growth

    Its also an awareness generating machine.

    Get your ad in front of a large and growing audience.

    Potential to go viral with likes, comments, shares, etc.

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    Tips for Structuring Accounts in Facebook

    Where should you start with your account structure?

    1. First, figure out your goals/KPIs and how Facebook can help.

    Customer Growth versus Incremental Revenue

    Want to test Facebook? Start with remarketing.

    2. Second, segment mobile and desktop.

    3. Third, understand your customers/clients and build your Facebook

    audiences accordingly.

    Not sure about what audiences to use? Use audience insights from your

    remarketing efforts.

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    Questions To Ask Before You Begin

    Budget = number of clicks that fit in a day.

    *Set the budget knowing Google will average it over a 30.4 day period.

    What are customers worth to me?

    Does seasonality impact my business?

    Are conversions true conversions or just the beginning

    of the sale?

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    Budgets Across Campaign Types


    Campaigns: 60-70%

    Research Campaigns:



    Campaigns: 10-15%

    Branded Campaigns:


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    Budgets Start Small

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    But Grow As Converted Clicks Grow

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    Dont Be Afraid To Move Budget

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    Budgeting in Facebook Its Mobile First

    For most brands and services,

    majority of budget goes mobile.

    Cost per clicks tend to be cheaper

    (10-20%) leading to potentially

    cheaper conversions and leads.

    *Do be aware of B2B desktop

    performance hiding in the


    Facebook has a huge amount of mobile users.

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    Budgeting in Facebook Its Mobile First

    So you segmented your budget by device, but want more?

    Are you using a funnel based marketing strategy?

    If so, split your budget according to growth and/or

    efficiency goals.


    70/30 Drive Customer

    Growth and Awareness

    Safe and Efficient

    40/60 Drive Incremental


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    Ad Copy Theory

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    Ad Copy Is An Art & Science

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    Rules Of Engagement

    1. Make sure the headline flows well with line one.

    2. Always punctuate your ads.

    3. Capitalize the first letter of every word.

    4. Keep ad copy grounded in keywords save promotional statements for

    call out extensions.

    5. Make sure the landing page promotes a concise path to conversion.

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    Dont Be Afraid To Express Your Brand

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    Always Include Extensions



    1. Call out: 25 character promotional statement

    2. Structured Snippet: Up to 10 25 character snippets

    3. Review Extension: review from a third party whos purpose is to review content (not yelp)

    4. Site links: navigational prompts to help on the path to conversion.

    5. Call Extensions (not shown): Phone number associated with business or call tracking number

    6. Location Extension (not shown): Address associated with Google My business Profile.

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    A/B Test But Maintain The Ratios

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    Crafting a Good Ad in Facebook

    Tailor Ad Copy and Images to the Platform

    Facebook is used for sharingwith family, friends, and community.

    It lacks the intent of the search engines, but the reach is immense.

    You must grab people from their social browsing.

    What would grab your attention?

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    Crafting a Good Ad in Facebook

    It starts with..Images!

    Introduce your brand in the image.

    Avoid stock images if at all possible. Users can spot them a mile away.

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    Crafting a Good Ad In FacebookCont.

    Match the ad format to your



    Use the carousel ad format

    Tie it to a product feed for

    hyper relevance.

    Brand Awareness

    Try the single image format

    Introduce your brand with a

    big and bold image that

    creates interest.

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    Quality Score

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    Quality Score Is A Glorified Report Card

    1 5 10 Low keyword to ad to landing

    page relevancy.

    Low CTR

    Not Transactional SERP

    High keyword to ad to landing

    page relevancy.

    High CTR

    Transactional SERP

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    Strive For 5

    A quality score of 5+ means you get a

    discount on clicks.

    A quality score of 4 or lower means you

    pay a premium.

    P.S. Google resets quality scores all the time.

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    Quality Score Tendencies Across



    Campaigns: average to

    good quality score

    Research Campaigns:

    wild card quality scores


    Campaigns: poor to

    average quality scores

    Branded Campaigns:

    good quality scores

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    Quality Score in Facebook?

    They Call it Relevance!

    What does relevance mean in Facebook?

    Similar to Adwords quality score, it attempts to measure audience response.

    Calculated after you achieve 500 or more impressions on a score of 1-10.

    How to use it?

    Higher relevancy score can lead to more impressions and cheaper CPCs.

    Ad Exhaustion Relevancy number declining over time? Time for a new ad.

    Test Creative Test ads against audiences to find higher relevancy scores.


    You can get good performance with a lower relevancy score.

    A good relevance score with a high bid will beat out an excellent relevance score with a low bid.

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    Launch Poll

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    @[email protected]