How to Survive and Thrive at SMB PPC By Kirk Williams

#SMX #24B1 @PPCKIRK

How to Survive & Thrive at SMB PPC

#SMX #24B1 @PPCKIRK

THE BIG QUESTION ABOUT LITTLE PPCCan SMB PPC really work?

Or are we destined to be outbid and out-budgeted by the big brands?

Source: Sportsmanagementdegreehub.com/wp-content/uploads/2013/06/5.-Greg-Grant.jpg

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Definition of SMB (for us)

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Definition of SMB (for us)

(Often) Local

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Definition of SMB (for us)

(Often) Local

Simple Account

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Definition of SMB (for us)

(Often) Local

Simple Account

Simple Product or

Service

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Definition of SMB (for us)

(Often) Local

Simple Account

Simple Product or

ServiceLow Budget

< $2500

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SMB requires skill, since you can’t “just throw budget at it.”

Month 1 Month 2 Month 3 Month 4

1,000 Visits

500Visits

250Visits

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Kirk Williams, @PPCKirk

Blogger: Search Engine Land, Moz, PPC Hero, Wordstream, Klientboost

Speaker: SMX, Hero Conf, Confluence Con, State of Search, SLC DMC

Billings, MT

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“Worthless man.”

My Mother-

in-Law says I do

PCP.

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“Worthless man.”

My Mother-

in-Law says I do

PCP.

NOT MY MOTHER-IN-LAW

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“This is how we are going to rock at SMB PPC.”

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SMB PPC TIP 1 The slower the

getaway car, the more important a

good head-start.

“It’s a setup! Step on it,

Vinnie, drive!”

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SEARCHAccountStructure

HOTLY DEBATED

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Chuck Norris’ opinion (and mine):

WHACK

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“Why, segment SMB Campaigns by Match Type,

by jove.”

MORE WHACKS

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Account Organization & Budgeting

Separate Campaigns by

Match Type (OK, with some

SKAGS) for Budget Control EXACT RLSA

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Remarketing (more on this later)

DisplayRemarketing

SearchRemarketing

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Bing Ads: USE IT

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Naming Campaigns: Avoid Confusion

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Naming Campaigns: Avoid Confusion

Br BrBeBe

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So Remember:The slower the

getaway car, the more important a

good head-start.

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SMB PPC TIP 2 Budget Like You’re

UnAmerican.

“don’t buy stuff you cannot afford!”

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In SMB PPC, Budgeting Well is as Essential as…

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Tip 1: My SMB Automated Budget Rule Strategy

Pause & assign campaign labels

throughout the month

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My SMB Automated Budget Rule Strategy

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Tip 2: Shared Budgets: An SMB Win!

Keep TOP (or big spender) campaigns separated

Split Remaining Campaigns into Shared Budgets

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Tip 3: Investigate Shape (formerly Steadybudget)

Not a paid ad

Pull in Google + Bing + FB to control *total* budget

See projections

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Tip 4: SMB Budget Requests

Don’t be a Google rep

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Don’t be a Google rep Use. Data.

SCENARIO

Monthly Budget: $2000

Monthly Leads: 100

Avg CPA: $20 (Lowest possible)

Google: Missing 25% imp

Est loss: 25 leads per month

Tip 4: SMB Budget Requests

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Don’t be a Google rep Use. Data. Make hard, realistic recos

SCENARIOMonthly Budget: $2000

Monthly Leads: 100

Avg CPA: $20 (Lowest possible)

Google: Missing 25% imp

Est loss: 25 leads per month

__________________

Suggestion: Raise to $2500

Tip 4: SMB Budget Requests

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So Remember:Budget Like You’re

UnAmerican.

“don’t buy stuff you cannot afford!”

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SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.

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Keyword Targeting

Prioritize [exact]

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Keyword Targeting

Build out top terms into

SKAGs

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SMB KW Research – No Monthly $$ Required!

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Remarketing Audiences

SMB RLSA FTW

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Remarketing Audiences

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Remarketing Audiences

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3 Reasons to Separate RLSA from Search

Random bid modifiers = monsters1

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1 Random bid modifiers = monsters

2 Return customers ≠ new customers

353% Increase in ROAS588% Increase in CVR

Shopping Client

vs

3 Reasons to Separate RLSA from Search

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1 Random bid modifiers = monsters

2 Return customers ≠ new customers

3 Budget control, FTW

3 Reasons to Separate RLSA from Search

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Lists = User Behavior + Micro-Conversions

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SO REMEMBER Target Like Finn (100%) & Padme (84%), Not Stormtroopers.

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SMB PPC TIP 4 Report Like a

Tattletale

“your CPA rose inexplicably”

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SMB Reporting Rule Number 1:Your clients are busy.

Don’t waste their attention with pointless metrics

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E.g., bounce rate = pointless metric.

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SMB Reporting Rule Number 2:Don’t Over-report

Don’t waste your or their time with

low budget weekly reporting

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SMB Reporting Rule Number 3:Make it Pretty

They don’t have time to page through excel files.

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SMB Reporting Rule Number 3:Make it Pretty

They don’t have time to page through excel files.

kerpow

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My Reporting Tool Recommendation

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SO REMEMBERReport Like a

Tattletale

“your CPA rose inexplicably”

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So, can SMB PPC Really Work???

Are we destined to be outbid and outgunned buy bigger competitors?

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YES, SMB PPC can work, if we:

Set up our accounts well

Target accurately

Budget Intelligently

Communicate well

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Thank You!

Slides + Links: zatomarketing.com/smb-ppc