How to 2x Your Email Results with Pay-Per-Click Marketing (Webinar)
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Transcript of How to 2x Your Email Results with Pay-Per-Click Marketing (Webinar)
Brought to you by:
www.wordstream.com/learn#emailmarketing
Pay-per-click (PPC) experts.We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!).
We make online advertising easy.You can manage AdWords & Bing campaigns in 20 minutes a week.
Premier Google AdWords SMB Partner.Newly recognized for highest quality service and results.
www.wordstream.com/learn
#emailmarketing
Larry Kim @larrykimFounded WordStream in 2007
Doing PPC for 13 years!
Vote #1 PPC Expert on PPC Hero Blog
Had a kid 8 months ago (#ppckid)
#emailmarketing
#emailmarketing
A 16 year-old startupAWeber was first to market with email automation tools for small businesses in 1998.
Easy email marketing for business ownersWe help 120,000+ global bloggers, agencies, entrepreneurs, marketers and associations
succeed with a suite of email marketing tools.
Customer success is our focus.Live customer support 7 days-a-week. Customers grow their businesses with our 700+
drag-n-drop email templates, 6,000+ free images and 400+ seamless integrations.
@ErikHarbisonCMO
Decent Cook
Loves checklists
Marketing Enthusiast
Headshot
#emailmarketing
Question Time!
What is your experience with PPC Marketing?
a) None yet, just doing my research
b) I’m a newbie, less than 1 year
c) Intermediate, somewhere between 1-3 years
d) Power user here - 4+ years
#emailmarketing
PPC Advertising:
The Who, the How,
and the How Much
#emailmarketing
Who?
#emailmarketing
The PPC Profile
Do you have a product or service?
Do you have customers?
Do you have a blog or website?
#emailmarketing
The PPC - Reasons Why
You like to have control on your marketing spend.
You like to target potential customers that have an interest in your business.
You like immediate results.
#emailmarketing
How does PPC and Email
work together?
#emailmarketing
PPC + EMAIL
#emailmarketing
"The future is permission marketing and the privilege of
delivering anticipated, personal, and relevantmessages to people who
actually want to get them.”
-Seth Godin
Start Here…
#emailmarketing
PPC + Email Blueprint
Paid search delivers
‘active seekers’
RELEVANT
Targeted landing page to
capture preference & email
address (tips, recipes, PDF)
ANTICIPATED
Segment Target
Audiences for follow up
messages
PERSONAL
#emailmarketing
Mobile Search Gaining Ground
#emailmarketing
Mobile Search Gaining Ground
#emailmarketing
Be Mobile Ready
• Keyword consistency
• Content consistency
• Responsive sign up form
experience
#emailmarketing
No Dead Ends
Always provide an option for ‘visitors’ to become ‘leads’.
#emailmarketing
How Much?
#emailmarketing
Consider your ROI
Email Marketing = $43 for every $1 spent
#emailmarketing
First, Do These…
Define a tracking method for clicks/sales/actionsCan be set up via Adwords
Establish a list of targeted keywords & copyPick what is super relevant to your business
Carve out a 10-14 day window for your test
#emailmarketing
PRO TIPs for selecting keywords
“3 for 5” rule.
Ask 3 friends/colleagues to share a list of 5 words that represent your business.
Include misspellings of your brand term.
Intent is the same and converts.
Use Google Search Suggest.
Guaranteed to give you new ideas.
#emailmarketing
How to budget
Set a daily budget of $50-$100
Monitor daily
Adjust bids, copy, targeting parameters
#emailmarketing
#emailmarketing
Question Time!
What is the top PPC tactic you’ve tested that drives results for your business?
a) My offer/call-to-action
b) Expanding my ad with site links
c) Geographic targeting
d) Click-to-call instead of a landing page
e) Something else
#emailmarketing
Agenda: How to Grow Your Business with PPC
1. Who Should Use AdWords and Why?
2. Setting Up Your First PPC Campaign
3. PPC for Mobile Devices
4. Understanding Remarketing
Larry Kim
(@larrykim)#emailmarketing
Why Advertise on Google?1
#emailmarketing
#1 Billions of Searches Every Day
When people need something or want to learn about something they search for it!
Larry Kim
(@larrykim)#emailmarketing
Larry Kim
(@larrykim)
#2 Billions of High Commercial Intent Queries!
#emailmarketing
#3 Ads Dominate “High Commercial Intent” Searches
Larry Kim
(@larrykim)#emailmarketing
#4 Ads Get 2/3rds of “High Commercial Intent Keyword Clicks”
Larry Kim
(@larrykim)#emailmarketing
#5 PPC is Easier to Measure
Larry Kim
(@larrykim)#emailmarketing
Who Should Do PPC?
1. Everyone should do at a minimum a small amount of PPC corresponding to your most important keywords within your key geographies.
2. Businesses that do best are:
• The types of businesses that used to be listed in the yellow pages.
• Businesses with hard to find specialty items or services
• High margins or possibility of repeat business
3. Easy to turn on/off so give it a try!
Larry Kim
(@larrykim)#emailmarketing
Setting Up Your First AdWords PPC Campaign2
#emailmarketing
Understanding the AdWords Auction
CONFIDENTIAL – DO NOT
DISTRIBUTE 35#emailmarketing
CONFIDENTIAL – DO NOT
DISTRIBUTE 36#emailmarketing
#emailmarketing
Keyword Research Using Google Keyword Planner
Larry Kim
(@larrykim)#emailmarketing
Negative Keywords
Exclude Your Ad From Showing Up if the User’s Search Query Contains Specific Words.
• Examples: • Brands you don’t support
• Locations you don’t service
• “Free”, “Video”, “DIY”, “Training”, etc.
Larry Kim
(@larrykim)#emailmarketing
Keyword Grouping
BAD OK Better
Key
word
s
Fix Fridge, Stove
Repair, fisher and
paykel fridge repairs,
service washing
machine …
Fix GE Fridge, Broken
Fisher and Paykel
Fridge, frigidaire
Fridge parts, Sub-Zero
warranty expired…
GE refrigerator parts,
GE fridge repair, how
to fix ge refrigerator ice
machine ...
Larry Kim
(@larrykim)#emailmarketing
Pro Tip: Be Super Picky
Larry Kim
(@larrykim)
• The Goal is NOT to buy tons of Clicks
• Instead buy as FEW, high quality clicks as possible! Only keywords that correspond to exactly what you do.
#emailmarketing
#emailmarketing
#emailmarketing
CONFIDENTIAL – DO NOT
DISTRIBUTE 44#emailmarketing
#emailmarketing
#emailmarketing
#emailmarketing
Setting Up First Campaign: Key Takeaways
1. Pick Specific, High Commercial Intent Keywords
2. Group Together Keywords With Similar Themes
3. Use Negative Keywords
4. Write Targeted Ad Copy to Provide the Best Answer for the searcher’s Question
5. Great ads get clicked on often and are rewarded by Google with higher ad spots at lower price.
6. Poor Quality ads get punished!
7. So… Key To Success = Great Ads!
Larry Kim
(@larrykim)#emailmarketing
How To Write Better Quality Ads:
Call-Out Ad Extensions
Larry Kim
(@larrykim)#emailmarketing
How To Write Better Quality Ads:
Location Ad Extensions
Larry Kim
(@larrykim)#emailmarketing
How To Write Better Quality Ads:
Site Link Extensions
Larry Kim
(@larrykim)#emailmarketing
Beta: Email Communication Extension
Larry Kim
(@larrykim)#emailmarketing
Mobile Search Ads3
#emailmarketing
More Searches on Mobile Than Desktop!
Larry Kim
(@larrykim)#emailmarketing
Mobile Search is VERY Different!
OMG! A
call button!
Larry Kim
(@larrykim)#emailmarketing
CONFIDENTIAL – DO
NOT DISTRIBUTE 56
Mobile Changes the Flow in a Big Way!
#emailmarketing
CONFIDENTIAL – DO
NOT DISTRIBUTE 57
Contact Rate +& Qualification Dies Quickly
Contact rates significantly drop off after 5
minutes. Why? Declining interest, alternate
solution, etc.
#emailmarketing
The Hack: Force People To Call You!
CONFIDENTIAL – DO
NOT DISTRIBUTE 58#emailmarketing
Leverage Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Adjust your bids based on location, time and device —all within a single campaign!
Larry Kim
(@larrykim)#emailmarketing
Bid Using Location, Time and Device
Campaigns have bid adjustment factors for Location, Time and Devices
Larry Kim
(@larrykim)#emailmarketing
Location Based Bid Management
Larry Kim
(@larrykim)
• Bid higher for areas where you do more business.
• Bid less for places where you do less business.
#emailmarketing
Time Based Bid Management
Larry Kim
(@larrykim)#emailmarketing
Device Based Bid Management
Larry Kim
(@larrykim)#emailmarketing
Reflect Urgency in Mobile Ads
Larry Kim
(@larrykim)#emailmarketing
Mobile Search Key Takeaways:
1. More searches on mobile devices than desktops
2. Use Click to Call Extensions to Dramatically increase Value of PPC Marketing
3. Bid based on location, device, and time
4. Write ads based on Location, Device & Time
Larry Kim
(@larrykim)#emailmarketing
4 Gmail Ads
#emailmarketing
Larry Kim
(@larrykim)#emailmarketing
This Email is Actually an Ad in Disguise!
Larry Kim
(@larrykim)#emailmarketing
Reuse Your HTML Emails
Larry Kim
(@larrykim)#emailmarketing
Demographic Targeting Options
Larry Kim
(@larrykim)#emailmarketing
User Attribute Targeting
Larry Kim
(@larrykim)#emailmarketing
Note: You can also exclude all of these attributes, too.
Crazy Idea: Target Competitor Emails
Larry Kim
(@larrykim)#emailmarketing
5EmailRemarketingon Social Media
#emailmarketing
Remarketing on Facebook, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
#emailmarketing
Larry Kim
(@larrykim)
Filter Remarketing Audiences By Purchases
#emailmarketing
Larry Kim
(@larrykim)
Filter Remarketing Audience By Income
#emailmarketing
Remarketing on Twitter, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
#emailmarketing
Email Marketing
• Limit Number of Blasts To Reduce Unsubscribes
• 0.5-2% Unsubscribes Each Blast
• People Need To Opt Into Your List
• Tons of Unqualified Emails on the List
People Based
Marketing
• N/A
• N/A
• N/A
• N/A
Larry Kim
(@larrykim)
Custom List Ads Are More Like Email Marketing
#emailmarketing
Weird Thing About Email Remarketing…
Conversion
Rates Increase
With More Ad
Impressions
Larry Kim
(@larrykim)#emailmarketing
PPC + Email Marketing = POWER
Larry Kim
(@larrykim)#emailmarketing
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
#emailmarketing
Special Offers
I would like…
A. A FREE 1-on-1 AdWords & Landing Page Assessment
B. WordStream Advisor Demo
C. AWeber Pro Trial - 50% off for 3 months (new customers only)
D. Thanks, but I don’t need any help with my marketing!
#emailmarketing