Traditionally, paid search has been the “go-to” online advertising channel for many companies, as it has been successful for many organizations.
However, continuous increases in costs-per-click (CPCs) on many crucial industry segment keywords have made running a successful paid search campaign much more difficult. In fact, a recent study by Kenshoo reported an increase in CPCs of almost 6% across search engines. Additionally, while keyword advertising works well for connecting searchers with the businesses that provide what they are looking for, it can be a struggle to utilize it for little-known products or services. Keyword advertising also assumes that searcher intent is universal, when in fact keywords can have different meanings for different audiences. Overcoming this “Horizontal Relevance” with keywords is difficult and can lead to an overwhelming amount of untargeted clicks.
Is your brand facing these challenges with its paid search campaigns? During this webinar, Tad Miller and Amanda Sides of Marketing Mojo will explore the opportunities marketers have outside of keyword advertising – opportunities that can result in improved conversions at less cost.
What You’ll Learn:
• How social media advertising can be utilized as a viable marketing channel
• What other opportunities exist within Google AdWords, beyond search advertising
• How remarketing can win back lost customers and opportunities
Power point presentation on enterprise performance management
Is Paid Search Failing You?
1. @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?
2. @marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTERS
AMANDA SIDES
Accounts Director
Marketing Mojo
@amanda_sides +Amanda Sides
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller
3. @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
5. @marketingmojo | #mojowebinar | marketing-mojo.com
THE SHORTCOMINGS OF
SEARCH ADVERTISING
PPC Keyword Advertising Sometimes Falls Short of Delivering
6. @marketingmojo | #mojowebinar | marketing-mojo.com
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
9. @marketingmojo | #mojowebinar | marketing-mojo.com
SHORTCOMING – HORIZONTAL RELEVANCE
• The same keywords can mean different
things to different people
• “Green Vacuum”
13. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IF YOU ARE AFTER THE B2B NICHE?
Electric Car Battery
Manufacturers
14. @marketingmojo | #mojowebinar | marketing-mojo.com
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
15. @marketingmojo | #mojowebinar | marketing-mojo.com
APPENDING “ENTERPRISE”
• You can append the word “enterprise” onto
your keywords
• Just shrinks the audience size and likely
eliminates qualified searchers
16. @marketingmojo | #mojowebinar | marketing-mojo.com
SOMETIMES PPC IS JUST
STUPID EXPENSIVE
You need to pay $50 a click like you need a solid gold toilet
17. @marketingmojo | #mojowebinar | marketing-mojo.com
DATA RECOVERY CPC IS CRAZY
Emergency Data Recovery $117 CPC Linux RAID Recovery $109 CPC
RAID Recovery $96 CPC SQL Data Recovery $60 CPC
18. @marketingmojo | #mojowebinar | marketing-mojo.com
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
22. @marketingmojo | #mojowebinar | marketing-mojo.com
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
24. @marketingmojo | #mojowebinar | marketing-mojo.com
ADWORDS LONG TAIL ?
Low
Low 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
25. @marketingmojo | #mojowebinar | marketing-mojo.com
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
30. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY LINKEDIN ?
LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn
Groups.
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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
33. @marketingmojo | #mojowebinar | marketing-mojo.com
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
46. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY REMARKETING?
• Target People Already Interested in Your
Business
• Utilize Social Ad Initiatives
• Customized Messaging
• Efficient Use of Ad Budget
47. @marketingmojo | #mojowebinar | marketing-mojo.com
REMARKETING & LINKEDIN
• Identify your
Specific LinkedIn
Audiences by
Tagging your
URLs
• http://bit.ly/URLBldr
48. @marketingmojo | #mojowebinar | marketing-mojo.com
THINGS TO CONSIDER
• Utilize Longest Member Duration
• Frequency Capping
• Potentially Exclude Past Converters
• Separate Lists for Cart Abandonment
49. @marketingmojo | #mojowebinar | marketing-mojo.com
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
50. @marketingmojo | #mojowebinar | marketing-mojo.com
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
53. @marketingmojo | #mojowebinar | marketing-mojo.com
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
54. @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
55. @marketingmojo | #mojowebinar | marketing-mojo.com
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 $
56. @marketingmojo | #mojowebinar | marketing-mojo.com
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
*
58. @marketingmojo | #mojowebinar | marketing-mojo.com
GOOGLE DISPLAY TARGETING FEATURES
• Google Display Network is Different than it
was 2 years ago
• Much more customer focused now
62. @marketingmojo | #mojowebinar | marketing-mojo.com
TOPIC TARGETING
• You can also target Google Display Ads to
sites that match a certain topic
63. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTEXTUAL ADS
• You can still put your search keyword lists
into Display Campaigns and contextually
trigger them
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64. @marketingmojo | #mojowebinar | marketing-mojo.com
FILTER YOUR AUDIENCES
• Layer your targeting
methods to make a
small but super
audience
• Bid big! It’s worth it.
66. @marketingmojo | #mojowebinar | marketing-mojo.com
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
67. @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
68. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
AMANDA SIDES
Accounts Director
Marketing Mojo
@amanda_sides +Amanda Sides
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller