@marketingmojo | #mojowebinar | marketing- mojo.com Presented by Tad Miller Vice President of Accounts, Marketing Mojo Amanda Sides Account Director, Marketing Mojo IS PAID SEARCH FAILING YOU?
May 12, 2015
@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Tad MillerVice President of Accounts, Marketing Mojo
Amanda SidesAccount Director, Marketing Mojo
IS PAID SEARCH FAILING YOU?
@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTERS
AMANDA SIDESAccounts DirectorMarketing Mojo
@amanda_sides +Amanda Sides
TAD MILLERVice President of AccountsMarketing Mojo
@jstatad +Tad Miller
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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OUR CLIENTS
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THE SHORTCOMINGS OF SEARCH ADVERTISING
PPC Keyword Advertising Sometimes Falls Short of Delivering
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PPC KEYWORD ADS DO WORK
• Search Advertising is Still “Pull Marketing”
• These are customers that are seeking your products or services – some are ready to buy now
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IT’S WAY BETTER THAN A BILLBOARD
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BUT…
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SHORTCOMING – HORIZONTAL RELEVANCE
• The same keywords can mean different things to different people
• “Green Vacuum”
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HORIZONTAL RELEVANCE: “GLORY DAYS”
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HORIZONTAL RELEVANCE -SMARTWATCH
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HORIZONTAL RELEVANCE - B2B CONTEXT
• “Battery Testing”
Consumer Search Intent
Battery Manufacturer Search Intent
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WHAT IF YOU ARE AFTER THE B2B NICHE?
Electric Car Battery Manufacturers
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CAN YOU “PRE-QUALIFY” WITH KEYWORDS?
• Our client sells “Social Media Management Software”
› Enterprise level product: 12 months/$100,000
commitment• These 2 people both search for “Social Media
Management Software”
Lives in parent’s basement. Has a band with a Facebook Page and Twitter Account.
Chief Marketing Officer of Xerox
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APPENDING “ENTERPRISE”
• You can append the word “enterprise” onto your keywords
• Just shrinks the audience size and likely eliminates qualified searchers
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SOMETIMES PPC IS JUST STUPID EXPENSIVE
You need to pay $50 a click like you need a solid gold toilet
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DATA RECOVERY CPC IS CRAZY
Emergency Data Recovery $117 CPC Linux RAID Recovery $109 CPC
RAID Recovery $96 CPC SQL Data Recovery $60 CPC
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GET A LOAN FOR BUSINESS PHONE CPC
Business Telephone Service Providers $203 CPC
VOIP Phone Solutions $175 CPC Business Phone Service $102 CPC
VOIP Business Phone $89 CPC
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WEB HOSTING CPC
Dedicated Hosting $73 CPC Hosting $27 CPC
HIPPA Compliant Hosting $114 CPC Managed Cloud Hosting $87 CPC
Managed Hosting $75 CPC
Virtual Servers Hosting $63 CPC Secure Hosting $59 CPC
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INSURANCE CLICKS = HIGH CPC
Auto Insurance Quotes $68 CPC Life insurance $45 CPC
Home Owners Insurance $27 CPC
Motorcycle Insurance $20 CPC
Insurance $20 CPC
Renters Insurance $18 CPC
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STOP THE BIDDING MADNESS!
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THE PAID SEARCH PROBLEM IN B2B
• “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings
• The more expensive the offering the higher the bid
• Competition is high for a limited audiences
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WHAT HAPPENED TO THE KEYWORD LONG TAIL ?
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ADWORDS LONG TAIL ?
LowLow Search Volume Status Blows the
Keyword Long Tail Up and forces advertisers to use Broad Match at high bids to get Long Tail Keyword Matches
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THE MISSING PPC LONG TAIL• The growth of “low search
volume” keywords in AdWords is exponential
• The keyword “Long Tail” only exists when Google lets it
• They are happy to “broad match” overly broad keywords at high CPCs
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THERE ARE SOLUTIONS
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LINKEDIN ADVERTISING
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LINKEDIN TO THE RESCUE FOR B2B
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WHY LINKEDIN ?
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WHY LINKEDIN ?
LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn Groups.
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HERE’S THE KEY
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LINKEDIN CASE STUDY
Our B2B Client had only utilized traditional search PPC advertising on Google AdWords for about 13 months
› Mostly going for “Contact Us” conversions
› Only delivered 145 Form Completions
› Over $13 CPC
› Over $600 Cost Per Lead
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LINKEDIN CASE STUDY• Focus on White Paper & Webinar Sign ups with custom landing pages
• In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC for our client
• In 4 months, Linkedin Ads delivered 217% more leads than what the previous 13 months of PPC produced - for 82% less budget
• The cost per lead during the 4 months of LinkedIn Ads was 94% lower than PPC
• Cost Per Lead was $35 overall with some campaigns under $20 per lead
• Conversion rate was over 1,500% better than PPC
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FACEBOOK ADVERTISING
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FACEBOOK ADS
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WHY FACEBOOK?
• Largest Social Network
• Active Users
• Targeting Options
• Low Cost
• Measurement
blog.kissmetrics.com/facebook-statistics/
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TARGETING OPTIONS
› Age
› Gender
› Location
› Education
› Relationship Status
› Career
› Interests/Likes
› Hashtags
› Behavior
› Connected to you
› Custom Audiences
› Retargeting
• Nail Down Target Audience
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Right-Side Ads News Feed Ads
AVAILABLE AD LOCATIONS
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CASE STUDY: COST-PER-LEAD
Facebook AdWords LinkedIn
Cost-Per-Lead
+71%
+78%
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WHY?
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CASE STUDY: CONVERSION METRICS
AdWords
Conversion Rate
AdWords
Cost-Per-Conversion
+99%
-82%
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WHY?
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REMARKETING
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REMARKETING ADS
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WHY REMARKETING?
• Target People Already Interested in Your Business
• Utilize Social Ad Initiatives
• Customized Messaging
• Efficient Use of Ad Budget
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REMARKETING & LINKEDIN
• Identify your Specific LinkedIn Audiences by Tagging your URLs
• http://bit.ly/URLBldr
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THINGS TO CONSIDER
• Utilize Longest Member Duration
• Frequency Capping
• Potentially Exclude Past Converters
• Separate Lists for Cart Abandonment
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CASE STUDY: REMARKETING VS. SEARCH
• We built long term remarketing lists for a farm store retailer to use when specific products went on sale
• Used product specific Display Ads for 5 to 21 day sales periods
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REMARKETING COMPARISON
Results:
+238%
Remarketing Ads were 238% More Likely to Covert than
non-branded search keywords
- 45%
Remarketing had a cost per conversion 45% lower than
non-branded keyword search
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GOOGLE DISPLAY NETWORK
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DISPLAY ADS ACTUALLY WORK…YES, REALLY!
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THE CAVEAT
• Don’t just buy impressions• Use the Google Display Network and
pay by the click
CPC > CPM• Manage based on the results on your
site, not on how many people might have seen the ad
@marketingmojo | #mojowebinar | marketing-mojo.com
GOOGLE DISPLAY VS. GOOGLE SEARCH
• If Search Keyword CPCs are high, then Display Ads for the same advertiser are almost always lower
KEYWORDS
CPC
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MATH YOU NEED TO DO
• Example: Cloud Storage Provider pays almost $10 per click for Non-Brand Keywords on Search Network
• Same Advertiser’s Display CPC only $1.82
• Display Cost Per Conversion is 69% lower than Search
• $10 - $1.82 = A HECK OF A LOT OF $
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SLASH CONVERSION RATE AND WIN ?
• If Display CPC is 80% cheaper than Search you get significantly more clicks than Search campaigns
• We have situations where clicks increase 400% and conversion rate gets cut in half
• Result: Incremental conversion growth, Costs per conversion cut in half…but conversion rate looks bad
*
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IT’S NOT JUST THAT IT’S CHEAPER. IT WORKS
TOO.
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GOOGLE DISPLAY TARGETING FEATURES
• Google Display Network is Different than it was 2 years ago
• Much more customer focused now
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DISPLAY ADS BY GENDER
Or Exclude
Up 25%
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BID & TARGET BY AGE
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TARGET BY SEARCHERS INTERESTS
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TOPIC TARGETING
• You can also target Google Display Ads to sites that match a certain topic
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CONTEXTUAL ADS
• You can still put your search keyword lists into Display Campaigns and contextually trigger them
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FILTER YOUR AUDIENCES
• Layer your targeting methods to make a small but super audience
• Bid big! It’s worth it.
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FIND THE RIGHT ONLINE MARKETING MIX
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THE TACTIC FUNNEL
• We find the mix of tactics that produces the most conversion value for the lowest conversion cost as we progress and get data
• What works for one client, doesn’t always work for the other.
• We strive for maximum impression share in the tactics that produce best results and less so on tactics that aren’t as effective
Best Converters
Worst Converters
Brand Names
Remarketing
Demographically Targeted Display Ads
LinkedIn Ads
Demographically Targeted Facebook Ads
Non-Brand KW Search Ads
Contextually Targeted Display Ads
Twitter Ads
KW Ads on Competitor Names & TMs
Highest Bid & Budget Priority
Lowest Bid & Budget Priority
@marketingmojo | #mojowebinar | marketing-mojo.com
IT’S WORK. BUT TRY, TEST & SUCCEED
• Set up and testing on a mix of channels takes time…but it’s worth it.
• Don’t be a “One Trick Pony” with just Search Ads
• Branch out and diversify your online tactics to find the right mix with the best results
@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
AMANDA SIDESAccounts DirectorMarketing Mojo
@amanda_sides +Amanda Sides
TAD MILLERVice President of AccountsMarketing Mojo
@jstatad +Tad Miller
@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP?Contact Marketing Mojo
800-939-5938 ext. [email protected]
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