It’s a question many search marketers spend hours pondering, tracking, discussing and flowcharting: How can I be sure I’m not missing anything? Luckily we know a few PPC rock stars who have some answers to that very question. Join Jeff Allen, Hanapin Marketing’s Director of Paid Search, and Marc Poirier, Co-founder and EVP of Acquisio (the leading PPC tracking and management software) as they discuss how to make sure nothing falls through the cracks. They’ll answer questions like: Tracking is often easier said than done; how can it be even more simple? What optimizations can and can’t be solved through automation? How can you keep leads moving through the complex B2B sales process?

1. #thinkppc
Are Your
PPC
LEADSFalling Through the
CRACKS?
&HOSTED BY:

2. #thinkppc
Presenters
• Marc Poirier
– EVP & Co-Founder of Acquisio.
– 17 Years Experience in Digital Marketing.
– Master Fisherman.
• Jeff Allen
– Director of Paid Search at Hanapin
Marketing.
– 12 Years of Internet Marketing Experience.
– Drinker of Single Malt Scotch Whiskey.

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The Topic
Are your PPC Leads Falling Through the Cracks?
B2B Pay Per Click Advertisers Face 2 Problems:
1. Lead Quantity
2. Lead Quality
Today We’ll Discuss:
Why You Need to Find More Leads,
Where to Find Them,
& What to Do With Them
Once You Get Them!

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Volume Remains The Biggest Issue
Marketing Software
Online Education

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Even Though CPC’s Spike

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AOV Makes CPC/CPA Less
Important
Average order value
is often
exponentially higher.
(up to $3,000 per user) 

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“That’s why post-
lead strategies are
important.”
-Marc Poirier

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“Yeah, but also
why finding
volume matters.”
-Jeff Allen

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Where Do We Find Volume?
Ad Extensions
Display Networks
Facebook(?)
LinkedIn

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First, 4 Tips For More Search
Leads
1. Build and maintain the long tail (you
never know when news will break).
1. Create keyword lists that target people
search for your clients name + what you
do (i.e. “Who designed Hanapin’s
Website”).
1. Develop comparison pages that make it
so you can target more general terms.
1. Do 5 rounds of CRO tests.

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Valuable B2B Ad Extensions

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Using GDN To Expand Business
1. Use remarketing list duration to target
users during sales cycle, at the end of
the typical contract length.
1. Target managed placements that
indicate the research phase.
1. Use multi-channel funnels to determine
impact on brand search queries
following display impressions.

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“Other” Display Networks

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Live Poll Question #3
Do You Use Display To Drive B2B Leads?
#thinkppc
a) Yes, but quality is poor.
b) No, because quality is poor/other reason.
c) Yes, and I love it!
d) No, but I am going to start.

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Facebook for B2B?
The old way of Facebook advertising
doesn’t work. Lookalike campaigns create
leads at half the cost and ~50% of the
inventory of Google.

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Lookalike Audiences
Facebook.com/help
Search: Lookalike

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LinkedIn
Target the position at the company that
your sales person is currently working on
and/or the demographics of your ideal
client.
Tip: Advertise exclusive
whitepapers, toolkits & article.

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Live Poll Question #4
Do you use Marketing Automation, Lead Scoring or
Lead Nurturingtechnologysuch as
Marketo, Eloqua, Pardot, etc?
a) Yes, I do.
b)I don’t know.
c) No, I do not.

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B2B Marketing is Really Hard Work

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The Leads are Weak

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Looooong Sales Cycle

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Low Flow

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High Value

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Multiple Touchpoints

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Recurring Revenue

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That’s What I Call a Tricky Situation
Now, that’s
what i call a
sticky situation

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How to Get to the Glenn Gary Glenn Ross Leads?

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Connect The &*%# Dots

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Building a Proxy for Lead Value
• agency or advertiser
• ad spend
• gmail/hotmail
• provided a phone number
• provided a company name
• company name returns a record from dunn and broadsheet or some other system
• provided comments (less than 100 words)
• geo origin
• did not visit careers page
• visited pricing page
• already in our database, but not a current client
• and these criteria tell us that this lead "looks good". This is a great proxy, and we can
use it immediately.
• Make assumptions on the value of such a QUALIFIED lead
• Target cost per “Marketo” qualified lead for day to day management
• Validate assumptions regularly, as they are never perfect and there is always room for
improvement

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Clicks
Conversions
Marketo Leads
Sales Qualified Leads
Sales Opportunities and Value
Closed Opportunities and Real Revenue
Recurring Revenue Adding to Initial Opportunity
Value
Churn

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Acquisio + Salesforce.com =
Brand New Cadillac El Dorado

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Case Study 1: Acquisio SFDC for SaaS

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Case Study 2: Bid& Budget Management

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Live Q&A Time!

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Live Poll Question #5
Would you like help with your PPC accounts and management?
I’m interested in:
a.) FREE Solutions Blueprint from Hanapin Marketing: We look at
your account and provide analysis and consultation (For accounts
with $20K+ in adspend).
b.) FREE 30-Day Trial of the Acquisio Performance Media Platform.

39. #thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts
greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Get your FREE 30-Day Trial of the AcquisioPerformance Media Platform:
http://www.acquisio.com/freetrial
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com
• Acquisio Feedback:acquisio-marketing@acquisio.com