How to 2x Your Email Results with Pay-Per-Click Marketing (Webinar)

Brought to you by:

www.wordstream.com/learn#emailmarketing

Pay-per-click (PPC) experts.We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!).

We make online advertising easy.You can manage AdWords & Bing campaigns in 20 minutes a week.

Premier Google AdWords SMB Partner.Newly recognized for highest quality service and results.

www.wordstream.com/learn

#emailmarketing

Larry Kim @larrykimFounded WordStream in 2007

Doing PPC for 13 years!

Vote #1 PPC Expert on PPC Hero Blog

Had a kid 8 months ago (#ppckid)

#emailmarketing

#emailmarketing

A 16 year-old startupAWeber was first to market with email automation tools for small businesses in 1998.

Easy email marketing for business ownersWe help 120,000+ global bloggers, agencies, entrepreneurs, marketers and associations

succeed with a suite of email marketing tools.

Customer success is our focus.Live customer support 7 days-a-week. Customers grow their businesses with our 700+

drag-n-drop email templates, 6,000+ free images and 400+ seamless integrations.

@ErikHarbisonCMO

Decent Cook

Loves checklists

Marketing Enthusiast

Headshot

#emailmarketing

Question Time!

What is your experience with PPC Marketing?

a) None yet, just doing my research

b) I’m a newbie, less than 1 year

c) Intermediate, somewhere between 1-3 years

d) Power user here - 4+ years

#emailmarketing

PPC Advertising:

The Who, the How,

and the How Much

#emailmarketing

Who?

#emailmarketing

The PPC Profile

Do you have a product or service?

Do you have customers?

Do you have a blog or website?

#emailmarketing

The PPC - Reasons Why

You like to have control on your marketing spend.

You like to target potential customers that have an interest in your business.

You like immediate results.

#emailmarketing

How does PPC and Email

work together?

#emailmarketing

PPC + EMAIL

#emailmarketing

"The future is permission marketing and the privilege of

delivering anticipated, personal, and relevantmessages to people who

actually want to get them.”

-Seth Godin

Start Here…

#emailmarketing

PPC + Email Blueprint

Paid search delivers

‘active seekers’

RELEVANT

Targeted landing page to

capture preference & email

address (tips, recipes, PDF)

ANTICIPATED

Segment Target

Audiences for follow up

messages

PERSONAL

#emailmarketing

Mobile Search Gaining Ground

#emailmarketing

Mobile Search Gaining Ground

#emailmarketing

Be Mobile Ready

• Keyword consistency

• Content consistency

• Responsive sign up form

experience

#emailmarketing

No Dead Ends

Always provide an option for ‘visitors’ to become ‘leads’.

#emailmarketing

How Much?

#emailmarketing

Consider your ROI

Email Marketing = $43 for every $1 spent

#emailmarketing

First, Do These…

Define a tracking method for clicks/sales/actionsCan be set up via Adwords

Establish a list of targeted keywords & copyPick what is super relevant to your business

Carve out a 10-14 day window for your test

#emailmarketing

PRO TIPs for selecting keywords

“3 for 5” rule.

Ask 3 friends/colleagues to share a list of 5 words that represent your business.

Include misspellings of your brand term.

Intent is the same and converts.

Use Google Search Suggest.

Guaranteed to give you new ideas.

#emailmarketing

How to budget

Set a daily budget of $50-$100

Monitor daily

Adjust bids, copy, targeting parameters

#emailmarketing

#emailmarketing

Question Time!

What is the top PPC tactic you’ve tested that drives results for your business?

a) My offer/call-to-action

b) Expanding my ad with site links

c) Geographic targeting

d) Click-to-call instead of a landing page

e) Something else

#emailmarketing

Agenda: How to Grow Your Business with PPC

1. Who Should Use AdWords and Why?

2. Setting Up Your First PPC Campaign

3. PPC for Mobile Devices

4. Understanding Remarketing

Larry Kim

(@larrykim)#emailmarketing

Why Advertise on Google?1

#emailmarketing

#1 Billions of Searches Every Day

When people need something or want to learn about something they search for it!

Larry Kim

(@larrykim)#emailmarketing

Larry Kim

(@larrykim)

#2 Billions of High Commercial Intent Queries!

#emailmarketing

#3 Ads Dominate “High Commercial Intent” Searches

Larry Kim

(@larrykim)#emailmarketing

#4 Ads Get 2/3rds of “High Commercial Intent Keyword Clicks”

Larry Kim

(@larrykim)#emailmarketing

#5 PPC is Easier to Measure

Larry Kim

(@larrykim)#emailmarketing

Who Should Do PPC?

1. Everyone should do at a minimum a small amount of PPC corresponding to your most important keywords within your key geographies.

2. Businesses that do best are:

• The types of businesses that used to be listed in the yellow pages.

• Businesses with hard to find specialty items or services

• High margins or possibility of repeat business

3. Easy to turn on/off so give it a try!

Larry Kim

(@larrykim)#emailmarketing

Setting Up Your First AdWords PPC Campaign2

#emailmarketing

Understanding the AdWords Auction

CONFIDENTIAL – DO NOT

DISTRIBUTE 35#emailmarketing

CONFIDENTIAL – DO NOT

DISTRIBUTE 36#emailmarketing

#emailmarketing

Keyword Research Using Google Keyword Planner

Larry Kim

(@larrykim)#emailmarketing

Negative Keywords

Exclude Your Ad From Showing Up if the User’s Search Query Contains Specific Words.

• Examples: • Brands you don’t support

• Locations you don’t service

• “Free”, “Video”, “DIY”, “Training”, etc.

Larry Kim

(@larrykim)#emailmarketing

Keyword Grouping

BAD OK Better

Key

word

s

Fix Fridge, Stove

Repair, fisher and

paykel fridge repairs,

service washing

machine …

Fix GE Fridge, Broken

Fisher and Paykel

Fridge, frigidaire

Fridge parts, Sub-Zero

warranty expired…

GE refrigerator parts,

GE fridge repair, how

to fix ge refrigerator ice

machine ...

Larry Kim

(@larrykim)#emailmarketing

Pro Tip: Be Super Picky

Larry Kim

(@larrykim)

• The Goal is NOT to buy tons of Clicks

• Instead buy as FEW, high quality clicks as possible! Only keywords that correspond to exactly what you do.

#emailmarketing

#emailmarketing

#emailmarketing

CONFIDENTIAL – DO NOT

DISTRIBUTE 44#emailmarketing

#emailmarketing

#emailmarketing

#emailmarketing

Setting Up First Campaign: Key Takeaways

1. Pick Specific, High Commercial Intent Keywords

2. Group Together Keywords With Similar Themes

3. Use Negative Keywords

4. Write Targeted Ad Copy to Provide the Best Answer for the searcher’s Question

5. Great ads get clicked on often and are rewarded by Google with higher ad spots at lower price.

6. Poor Quality ads get punished!

7. So… Key To Success = Great Ads!

Larry Kim

(@larrykim)#emailmarketing

How To Write Better Quality Ads:

Call-Out Ad Extensions

Larry Kim

(@larrykim)#emailmarketing

How To Write Better Quality Ads:

Location Ad Extensions

Larry Kim

(@larrykim)#emailmarketing

How To Write Better Quality Ads:

Site Link Extensions

Larry Kim

(@larrykim)#emailmarketing

Beta: Email Communication Extension

Larry Kim

(@larrykim)#emailmarketing

Mobile Search Ads3

#emailmarketing

More Searches on Mobile Than Desktop!

Larry Kim

(@larrykim)#emailmarketing

Mobile Search is VERY Different!

OMG! A

call button!

Larry Kim

(@larrykim)#emailmarketing

CONFIDENTIAL – DO

NOT DISTRIBUTE 56

Mobile Changes the Flow in a Big Way!

#emailmarketing

CONFIDENTIAL – DO

NOT DISTRIBUTE 57

Contact Rate +& Qualification Dies Quickly

Contact rates significantly drop off after 5

minutes. Why? Declining interest, alternate

solution, etc.

#emailmarketing

The Hack: Force People To Call You!

CONFIDENTIAL – DO

NOT DISTRIBUTE 58#emailmarketing

Leverage Bid Management Tools

• Day Parting

• Location Bidding

• Mobile Bidding

Adjust your bids based on location, time and device —all within a single campaign!

Larry Kim

(@larrykim)#emailmarketing

Bid Using Location, Time and Device

Campaigns have bid adjustment factors for Location, Time and Devices

Larry Kim

(@larrykim)#emailmarketing

Location Based Bid Management

Larry Kim

(@larrykim)

• Bid higher for areas where you do more business.

• Bid less for places where you do less business.

#emailmarketing

Time Based Bid Management

Larry Kim

(@larrykim)#emailmarketing

Device Based Bid Management

Larry Kim

(@larrykim)#emailmarketing

Reflect Urgency in Mobile Ads

Larry Kim

(@larrykim)#emailmarketing

Mobile Search Key Takeaways:

1. More searches on mobile devices than desktops

2. Use Click to Call Extensions to Dramatically increase Value of PPC Marketing

3. Bid based on location, device, and time

4. Write ads based on Location, Device & Time

Larry Kim

(@larrykim)#emailmarketing

4 Gmail Ads

#emailmarketing

Larry Kim

(@larrykim)#emailmarketing

This Email is Actually an Ad in Disguise!

Larry Kim

(@larrykim)#emailmarketing

Reuse Your HTML Emails

Larry Kim

(@larrykim)#emailmarketing

Demographic Targeting Options

Larry Kim

(@larrykim)#emailmarketing

User Attribute Targeting

Larry Kim

(@larrykim)#emailmarketing

Note: You can also exclude all of these attributes, too.

Crazy Idea: Target Competitor Emails

Larry Kim

(@larrykim)#emailmarketing

5EmailRemarketingon Social Media

#emailmarketing

Remarketing on Facebook, Too!

Larry Kim

(@larrykim)

Target Website Visitors OR Custom Lists

#emailmarketing

Larry Kim

(@larrykim)

Filter Remarketing Audiences By Purchases

#emailmarketing

Larry Kim

(@larrykim)

Filter Remarketing Audience By Income

#emailmarketing

Remarketing on Twitter, Too!

Larry Kim

(@larrykim)

Target Website Visitors OR Custom Lists

#emailmarketing

Email Marketing

• Limit Number of Blasts To Reduce Unsubscribes

• 0.5-2% Unsubscribes Each Blast

• People Need To Opt Into Your List

• Tons of Unqualified Emails on the List

People Based

Marketing

• N/A

• N/A

• N/A

• N/A

Larry Kim

(@larrykim)

Custom List Ads Are More Like Email Marketing

#emailmarketing

Weird Thing About Email Remarketing…

Conversion

Rates Increase

With More Ad

Impressions

Larry Kim

(@larrykim)#emailmarketing

PPC + Email Marketing = POWER

Larry Kim

(@larrykim)#emailmarketing

Thank you!

@larrykim

@wordstreammarketingteam@wordstream.com

#emailmarketing

@erikharbison

@awebererikh@aweber.com

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

#emailmarketing

Special Offers

I would like…

A. A FREE 1-on-1 AdWords & Landing Page Assessment

B. WordStream Advisor Demo

C. AWeber Pro Trial - 50% off for 3 months (new customers only)

D. Thanks, but I don’t need any help with my marketing!

#emailmarketing