Julie Warnecke Paid Media

Foundsm: Proprietary and Confidential Information 1

Foundsm: Proprietary and Confidential Information 2

PPC & Inbound Pairing Paid Search with Inbound Marketing Strategies

#GoInboundMktg

Foundsm: Proprietary and Confidential Information 33

Agenda

• My Background

• Paid Search – Introduction

• Paid Search – Where we have come

• Paid Search – How it helps with Inbound

Foundsm: Proprietary and Confidential Information 44

Paid Search – The Early Years

Foundsm: Proprietary and Confidential Information 55

Paid Search – The Early Years

Foundsm: Proprietary and Confidential Information 66

What is Paid Search?

Internet advertising used to link directly to websites where advertisers pay

publishers via a live auction model when a user clicks on an ad.

Foundsm: Proprietary and Confidential Information 77

What is Paid Search

Foundsm: Proprietary and Confidential Information 88

Where People Click on Paid Ads

Position 1-3 Paid Ads71.24% of all paid clicks

Lower Position Paid Ads

28.76% of all paid clicks

Foundsm: Proprietary and Confidential Information 99

Purpose of Paid Search Elements

Keywords Ad Copy

• Anticipate what search queries consumers will use

• Control the marketing message shown to users

Landing Pages

• Create customized pages to guide visitors to the desired action

Exposure Response Interaction

Foundsm: Proprietary and Confidential Information 1010

Online Marketing of the Past

Foundsm: Proprietary and Confidential Information 1111

Now? We Know More Than Ever

Foundsm: Proprietary and Confidential Information 1212

Attribution

Foundsm: Proprietary and Confidential Information 1313

Attribution

Foundsm: Proprietary and Confidential Information 1414

Valuable Insights

Share of Voice

Foundsm: Proprietary and Confidential Information 1515

How Can Paid Search Help With Inbound?

Why do I need PPC with my Inbound

Marketing?

Foundsm: Proprietary and Confidential Information 1616

How Can Paid Search Help With Inbound?

Understand Your Market

Know who you are playing against so you can devise the right game plan

Foundsm: Proprietary and Confidential Information 1717

Understand Your Market

How big is the online market for your product/service?

Foundsm: Proprietary and Confidential Information 1818

Understand Your Market

Who is your competition?

Not the same as offline

Foundsm: Proprietary and Confidential Information 1919

How Can Paid Search Help With Inbound?

Drive TrafficDrive salesFeed experiment sample sizesCreate a growing data pool

Foundsm: Proprietary and Confidential Information 2020

Drive Traffic

• Blog Articles

• White Papers

• CTA’s

These are all important…but…

You still need to get traffic to new pages

Foundsm: Proprietary and Confidential Information 2121

Drive Traffic

Drive conversions

Can do this while mapping out and implementing SEO, inbound or email marketing plans

Foundsm: Proprietary and Confidential Information 2222

How Can Paid Search Help With Inbound?

Inform Content Strategy

Know that you’re writing……the right stuff……for the right people……and putting it in all the right places

Foundsm: Proprietary and Confidential Information 2323

Inform Content Strategy

Search Query Reports

• Drive article and content strategy

how do I evaluate inbound marketing software

Inbound marketing agencies

Inbound marketing software comparisons

Foundsm: Proprietary and Confidential Information 2424

Inform Content Strategy

Test ad copy and paid search landing pages for

• Calls to Action

• Content

• Lead form placement

Foundsm: Proprietary and Confidential Information 2525

How Can Paid Search Help With Inbound?

Pair PPC Campaigns with Corresponding Inbound Subjects

Test right message with right campaign

Expand your funnel

Push Users down that funnel better

Foundsm: Proprietary and Confidential Information 2626

Pair PPC Campaigns with Corresponding Inbound Subjects

Upper Funnel – Awareness – Generate Traffic• KPIs

• CPV (Cost per visit)• Time on Site (seconds)• Pages Per Visit (avg)• Bounce Rate

Mid – Funnel Acquisition - Qualify Traffic• KPIs

• CPA (Cost per acquisition)• Acquisition CVR

• Stylist, Customer, Email Sign ups, Cart Add• Remarketing Buckets

Low Funnel Selling to Convert Traffic• KPIs

• ROI (ROAS)• Orders• eCommerce CVR• Revenue• Avg. Order Value

7+ Touches to convert a sale

4 - 6 Touches to convert a sale

1 - 3 Touches to convert a sale

Strangers

Visitors

Leads

Customers

Promoters

Foundsm: Proprietary and Confidential Information 2727

Shrink the Timeline

Fail Fast

Foundsm: Proprietary and Confidential Information 2828

Shrink the Timeline

Fail Faster if you Can

Foundsm: Proprietary and Confidential Information 2929

What Many Companies Do:

• Let their gut drive content strategy

• Use long content optimization cycles

• Give up before they see the traffic

• Expect each channel to live up to similar metrics

Foundsm: Proprietary and Confidential Information 3030

Be a Smart Company:

• Let data guide content strategy

• Optimize content based on current trends

• Review attribution models to account for varying channel performance

• Share information between marketing groups (Social, Content, PPC, SEO, Affiliate)

• Don’t have strict silos for marketing channels

Foundsm: Proprietary and Confidential Information 3131

Why Paid Search?

• Understand Your Market• Drive Traffic• Inform Content Strategy• Inbound/PPC Synergies

• Fast Market Insights• Grows Data Pool• Expands Funnel• Shrink Timeline for Results

Key Benefits Strategic Advantages

Foundsm: Proprietary and Confidential Information 3232

Thank You