Melissa Mackey10.21.

15

7 THINGS ABOUT PPC STRATEGY OUR CLIENTS WANT TO KNOW

Leaders in B2B SEM

2

TOP 30 AGENCYUS

Credentialed by every major search engine

Active in promotion of thought leadership positions at conferences and within publications

BMA BtoB Agency of the Year, 2012, 2014, and 2015

BtoB Magazine Agency of the Year, 2013

BtoB Top 30 Search Agency 2009, 2010, 2011

The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords

The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million

WHAT WE’LL COVER

1: CAMPAIGN GOALS

2: MORE LEADS, LESS COST3: RATE AGAINST COMPETITORS4: WHY THOSE KEYWORDS?5: WHAT’S WRONG WITH MY LANDING PAGE?6: WHEN WILL I SEE RESULTS?

7: DID IT WORK?

1: CAMPAIGN GOALS

WHAT DOES THE CLIENT WANT TO ACCOMPLISH?

• Pain points• Example – name recognition

• Business needs• Example – lead generation

• Overall strategy• Example – integrated marketing

Takeaway: Search is many different things, based on the client’s goals

2: MORE LEADS, LESS COST

HOW WILL WE GET MORE FOR LESS?

• Focus should be here, not on tactics

• How will we drive more leads for less cost?

Leads

CostTakeaway: Begin with the end (objective) in mind

3: RATE AGAINST COMPETITORS

HOW DO I STACK UP AGAINST MY COMPETITORS?

• What keywords are they bidding on?

• How much traffic are they getting?

• Are they stealing my customers?

Takeaway: Provide unexpected competitor reviews each quarter

4: WHY THOSE KEYWORDS?

WHY DID YOU PICK THE KEYWORDS YOU PICKED?

• What about “broad keyword A”?• Example – “drywall”

• How will these reach my audience?• Example – long-tail terms ensure

the right users

• Are they likely to drive leads?• Example – “video surveillance”

performs poorly

Keywordsmerchant paymentmerchant payment optionsmerchant payment processingmerchant payment processing servicesmerchant payment processormerchant payment servicesmerchant payment solutionsmerchant payment systemsmerchant paymentsonline payment merchantpayment merchantpayment merchant servicescredit card processing software reviewspayment processing softwaresoftware for credit card processingcredit card processing providercredit card processing providers

Takeaway: Know how to answer client keyword questions

5: WHAT’S WRONG WITH MY LANDING PAGE?

WHY DO I NEED TO OPTIMIZE MY LANDING PAGE?

• Landing page must fulfill the goal!

• Tell visitor exactly what you want them to do

• Match the query they searched for

Takeaway: A good landing page is critical!

6: WHEN WILL I SEE RESULTS?

WHEN WILL I SEE MY FIRST REPORT?

• Establish reporting cadence in the upfront

• Set expectations

• Find out what data points are crucial

• Set a call to review the info

Takeaway: Reporting can be a time suck. Agree to cadence in the SOW!

7: DID IT WORK?

HOW DO I KNOW IF WE’VE SUCCEEDED?

• Did we achieve the client KPIs?

• Cost per lead goal hit

• Monthly lead target hit

• Has the campaign done what we wanted it to do?

Takeaway: Reporting on clicks and impressions is not enough. Focus on client KPIs!

RECAP

1: Campaign Goals2: More Leads, Less Cost3: Rate Against Competitors4: Why Those Keywords?5: What’s Wrong With My Landing Page?6: When Will I See Results?7: Success Measures

QUESTIONS

THANK YOU!