Paid Search & Social Advertising Made Simple
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Too often, businesses miss out on valuable leads online due to easily avoidable mistakes. MESA and WordStream have partnered up to help solve for this by bringing you the latest tips on getting the most out of your Paid Search and Social advertising. We’re excited for WordStream to host this webinar exclusively for MESA customers to share industry-leading best practices and insights.
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Paid Search & Social Advertising Made Simple
- 1. LIVE WEBINAR Paid Search & Social Advertising Made Simple Tony Testaverde 2/21/2019
- 2. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A +
- 3. | Confidential 3 Intro Tony Testaverde: Director of Lead Acquisition @WordStream Tony
- 4. 4
- 5. 5 Agenda • Common Paid Search & Social Challenges/Opportunities • Strategies for Achieving Success in Google Ads & Facebook • Improving Your Campaigns in 20 minutes a week • Q&A
- 6. 6 Google Competition for Car Audio
- 7. 7 Google Competition for Car Audio • Big name competitors present some challenges • Focus on your value prop and local presence to differentiate • Take advantage of paid search and social to maximize budget opportunities
- 8. 8 Google Ads Stats 3.5 Billion Search queries process each day on Google Over 1 Billion Active users on YouTube 90% of global internet users Reached via the Google Display Network
- 10. 10 Which Network is Best for You?
- 11. 11 Average Cost Per Click by Network
- 12. 12 Google vs. Facebook – Overview Google Facebook High Intent Searchers on Google Sophisticated & Inexpensive Audience Targeting Winning combination
- 13. 13 Facebook Ads drive People to Search More 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 34% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
- 14. 14 Strategies to Achieve Success in Google Ads & Facebook Add long tail keywords to increase relevancy and Use negative keywords to eliminate wasted spend Identify high cost keywords with low returns to better align your click your goals Review & adjust bids based on keyword performance to manage your ROI Split up ad groups to create more relevant ads to improve quality score Use expanded text ads to boost under-performing ads Expand Audiences to Facebook recapture site visitors
- 15. 15 Strategies to Achieve Success in Google Ads ADD LONG TAIL KEYWORDS By adding keywords you will… • Attract the exact audience – at the ideal point in the customer journey • Pay a lower cost-per-click (CPC) thanks to lower competition • Achieve better search rankings by increasing your relevancy
- 16. 16 Strategies to Achieve Success in Google Ads USE NEGATIVE KEYWORDS Negative Keywords Prevent Your Ads from showing for irrelevant searches By using negative keywords you will… • Reduce wasted ad spend AND increase return on investment (ROI) by excluding audiences you don’t want to target
- 17. 17 Strategies to Achieve Success in Google Ads IDENTIFY HIGH COST KEYWORDS WITH LOW RETURNS By identifying high cost keywords you can… • Better align your click costs by experimenting with other match types • Reduce wasted spend by pausing expensive keywords • Monitor performance over time; sometimes your most costly keywords might be your best performers, so keep up with the data before making changes
- 18. 18 Strategies to Achieve Success in Google Ads REVIEW & ADJUST BIDSBy reviewing & adjusting bids you can… • Reduce spend and maintain performance by lowering bids on keywords already showing in top positions • Understand which ads are losing positions to low bidding and adjusting those bids to get better search page placement • Manage your budget to see which bids are being set too high and depleting your budget too quickly
- 19. 19 Strategies to Achieve Success in Google Ads SPLIT UP AD GROUPS By splitting up ad groups you can… • Pay less money for the same clicks by creating well-aligned ad groups and earning a better Quality Score • Get higher conversion rates by creating more specific ad groups, with more specific ad copy and landing pages • Clean up your Ad Groups because often times having too many keywords can be messy
- 20. 20 Strategies to Achieve Success in Google Ads USE EXPANDED TEXT ADS Use expanded text ads to… • Increase your ad text limit two-fold! • Gain more visibility for your ads, since expanded text ads show on ALL devices • Get higher CTRs by replacing your old under-performing ads with expanded text ads
- 21. 21 Let Facebook Convert What Google Didn’t 96% of people who visit a website leave without completing the actions marketers want them to take
- 22. 22 Set Up Call Tracking • 43% of all search-related conversions happen over the phone • 65% of businesses consider phone calls their best quality leads • It’s worth paying more for a phone call.
- 23. 23 Summary Most AdWords accounts need some help, you’re not alone Utilize the Strategies to be successful in PPC & Social Add keywords Add negatives Review costly campaigns Optimize bids Split ad groups Optimize ads Add Facebook Set Up Call Tracking Give your Google Ads and Facebook Accounts weekly love
- 24. 24 In just 20-minutes a week! Did you know that WordStream can help you with all those strategies and best practices? So, that was a lot.
- 25. 25 WordStream Advisor 20-Minute Work Week • Provides weekly actionable, customized recommendations based on your account data to improve your online advertising ROI • Identifies areas of your account that can be acted upon and optimized for immediate gain • Reduces hours of analysis and enables you to make changes to your search and social campaigns in a simple 20-minute workflow
- 26. 26
- 28. 28 WordStream’s Add Keyword Alert
- 30. 30 Next Steps - Know Your Google Ads Performance With over $5.5 billion in ad spend analyzed… • 50% of accounts have not been optimized in past 30 days; 25% in the last 3 months • 1 in 4 accounts have zero negative keywords • Low quality scores are driving down campaign performance www.wordstream.com/google-adwords
- 31. 31 WordStream Advisor WordStream Advisor currently supports paid search (Google & Bing) AND paid social (Facebook), allowing you to maintain paid search and social campaigns from a single, centralized dashboard. Try Advisor for free See what WordStream can do for you…
- 32. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! Q & A
Notas del editor
- Google Ads offers a wide range of campaign types and placements to help you expand your reach to gain brand awareness. That reach includes 3.5 billion search queries per day, over 1 billion active users on YouTube, and the reach to 90% of global internet users through the GDN. Each of these campaign types ensure that you have the opportunity to capture reach where it makes sense for your business; whether that’s tied to an active search, an in-market audience, or a related YouTube video, etc.
- So, we know that both Google and Facebook offer extensive reach for advertisers to engage their prospects. But at the end of the day, Facebook can’t offer Google’s placements and Google can’t offer Facebook’s. So, that’s why, pairing the two platforms together will ensure that you never miss your opportunity to get in front of your prospects when the time is right. Let’s review the power of the two platforms together with a few stats: - 94% of the online US population uses Google Search - 90% of the global internets users can be reached on the GDN - 79% of the online US population is on Facebook - 32% are on Instagram This means that by using the platforms in tandem, you have the potential to reach, well, almost everybody.
- ADD KEYWORDS ALERT
- ADD NEGATIVES ALERT
- REVIEW COSTLY ALERT
- OPTIMIZE BIDS ALERT
- SPLIT AD GROUPS ALERT
- OPTIMIZE ADS ALERT
- States from April 2017
- We’re going to launch a poll – you can sign-up to get started. Those who want to start a trial - you’ll receive an email – in addition to the recording and the slide deck, with the steps to get your free trial started. While you’re deciding – we’ll get to some Q+A