James Hardie® Building ProductsBusiness Growth Webinar Series:

February 27, 2015

Powerful PPC Tactics that Get

You Leads

Your Presenter- Brian Seskin

2

25+ Years Direct Marketing experience

including infomercials, DRTV, direct mail

and call center management.

Deep experience with Home Improvement

Companies and contractor marketing

15 Years in Digital Media with 6 years as

VP, Digital Marketing at NBCU/Comcast

Ran Center of Excellence across Comcast companies for

both SEO and SEM.

Poll: Do you currently have a PPC

campaign?

Poll:

For those of you who answered

“Yes" - Are you confident your PPC

campaign is driving the results you

want?

90% of PPC presentations & content focus

on the SAME AdWords optimization points:

Uncommon PPC Strategies & Tactics

Keyword Expansion & Management

Match Types

Optimized Ad Copy

Bid Management

Quality Scores

Negative Keywords

Landing Page Optimization Looking Beyond the Basics

Customer Purchase Funnel

• Every lead that comes to your

site travels a unique journey

along the path to becoming your

customer—or not—and for those

that do convert to a sale, most of

them visit your site multiple times

before doing so.

• According to Google - customers

interact with a brand 4.3 times

over a two-day period directly

before they convert or make a

purchase.

TACTIC #1

Remarketing First!

Not anymore!

Today remarketing with Google

Adwords is as easy as 1-2-3 and

everybody should be doing it.

Once Upon a Time….

Remarketing was complex. Individual tags had to be created

for each target audience or segment and advertisers had to

hire a designer to develop display or rich media ads.

Why Remarketing?

• It Works!!! Numerous case studies have reported up to a 300-

400% Conversion Rate Lift on remarketing visits.

• Avg CPC rates are much lower on display network vs search ads

(target a qualified search audience at display advertising prices)

• Previous site visitors are the most interested and engaged

audience you can target.

• For all these reasons, Surefire now recommends that clients put

Remarketing First, before Paid Search Ads.

Simple Remarketing Setup

With this simple setup, you can have a remarketing campaign running in a

few days :

1. Update your Google Analytics tag to support display advertising.

2. Set up remarketing audiences in AdWords for anything you can

measure in GA: all site visitors, visitors to specific pages, funnel

abandons, etc.

3. Create remarketing text ads (same as search ads)

4. Set up a Frequency Cap to limit the impressions per visitor.

TACTIC #2

Provide Opportunities for Soft

Conversions

Capture Upper Funnel Leads

Some traffic may be early in the buying process

still researching and evaluating - but there is still

an opportunity to convert these prospects into

email subscribers, social media followers and/or

outbound telemarketing leads.

These Soft Leads are people willing to provide

their email address (or other personal

information) in exchange for useful content.

These valuable “upper funnel” leads are

interested; but not ready to make a purchase just

yet.

Nurturing these leads over time will build a sales

pipeline and generate new customers.

Soft Conversions: Quick Launch Steps

Add soft Call-To-Action touts to high traffic producing pages or global

page templates to encourage users to:

1. Subscribe to newsletters or email lists

2. Download ebooks or PDF Guides (e.g. Inspiration Brochure)

3. Enter to win prizes with simple sweepstakes or contests

TACTIC #3

Attribution Modeling

Attribution Model Definition

Previously a tool only available to

Premium Analytics subscribers

(at $150k per year), Google made a

basic attribution model tool

available for free in 2013.

A marketing attribution model is a strategy used to quantify the influence

each marketing impression or touchpoint has on a consumer’s decision

to make a purchase or lead conversion.

Last Interaction Model

Paid Search

SocialMedia

OrganicSearch

In a Last Interaction model, 100% of the credit for a lead or sale is

attributed to the last visit prior to conversion. All standard reports in

Google Analytics use a Last Interaction model (the least useful of all

models).

First Interaction Model

In a First Interaction model, 100% of the credit for a lead is attributed to

the 1st visit that originated the potential customer’s contact with your

brand.

Paid Search Social

MediaOrganicSearch

Linear Model

In a Linear model, each traffic and/or marketing channel is given equal

credit for the conversion.

Paid Search

SocialMedia

OrganicSearch

Role of Paid Search (PPC)

Sample Model Comparison

Total PPC Leads (Last Interaction) 54

Total PPC Leads (First Interaction) 87

Using this example, the leads generated by PPC visits based on

1st Interaction show a 61% increase vs. the Last Interaction model.

*Without this information, this client didn’t have visibility into true impact and ROI for their PPC

efforts. Armed with this new outlook on performance, the PPC marketing budget was increased.

GA Report: Model Comparison Tool

TACTIC #4

Measuring Phone Call Conversions

Phone Calls Make a Comeback

MOBILE WEB INFLUENCE

One of the byproducts of the mobile explosion is an increase in the number of phone calls businesses receive.

Put simply, more and more ad headline clicks are becoming “click to call” actions. And the trend is moving to desktop and tablet users too as advertisers tap into the trend.

Google says 61% of mobile

searches result in a phone call!

Typical Online/Offline Conversions

Integrated Call Tracking & Analytics

Capabilities are continuously

expanding so you always know who is

calling and how they found you!

Dynamic numbers can track calls back

to a PPC campaign, or even specific

ads and keywords.

Phone call data can be integrated with

Google Analytics.

Phone calls can be recorded and

played back

Sophisticated Call Tracking is now

affordable and relatively easy to implement

for any business.

Case Study: Home Improvement Contractor

Solution: After implementing basic phone tracking by adding a separate PPC

number to their landing page, client discovered that phone calls were generating

67% of their current leads.

The expanded data collection capabilities to measure PPC phone calls provided

client with two key results:

A 215% increase in monthly leads.

A 68% decrease in Cost Per Acquisition.

Problem: Analyzing campaign results over several months, client found that their

cost-per-acquisition (CPA) in the paid search channel had been rising. Based on

online form submissions, monthly leads were declining, driving a diminishing

return on investment.

Call Tracking: Quick Launch Steps

TACTIC #5

Interaction Mining

(Phone-Based Keyword Research)

Inbound Call Monitoring/Interaction Mining

Record and Listen to inbound calls: Prospects and

customers use the same words over the phone that they use

in online searches for your services.

*Typical keyword research

tools often can’t make

intelligent connections

between different keyword

phrases.

TACTIC #6

Targeting Local Customers

Everywhere

National Ads for Local Advertisers

FACTProspects in your service area are frequently searching for local based services while out of the area – whether traveling, at work, or on vacation.

SOLUTIONCreate a national targeted campaign using Exact Match keywords with geo-modifiers.

EXAMPLEProspect is on his way home from a summer vacation and is looking for estimates on replacing his roof when arriving home.He searches on “siding company reston va” while on the beach in Florida.

TACTIC #7

Bid Modifiers

Enhanced Campaigns: Bid Modifiers

Bid modifiers (a/k/a Bid Adjustments) are one of the most powerful and useful new features launched with Google Enhanced Campaigns.

Bid Modifiers allow advertisers a simple way to alter your base keyword bid using 4 additional factors:

1. Geographic Location2. Day3. Time4. Device Type

Location-Based Modifiers

Day/Time Modifiers

TACTIC #8

Device Segmentation

The Enchanced Campaigns Headache

In addition to several great new features, Enhanced Campaigns also

caused an uproar in the paid search world.

The controversial “device unification” changes created a new ad platform

which effectively killed the ability to run separate Desktop and Mobile

campaigns. However, there is a workaround….

Device Segmentation Now

Setting up separate mobile campaigns can still be done using the

following strategy:

1. Create campaign and set the mobile Bid Adjustment to negative

100% in order to completely opt out of smartphone traffic.

2. Copy the campaign (adding "Mobile" to name), and set all bids

much lower - around 25% of desktop bids.

3. Set the Bid Adjustment for the mobile campaign up to a

maximum boost of 300% based on conversion data.

4. Set mobile preference on all ads.

TACTIC #9

AdWords Shared Library

Shared Library Benefits

The Shared Library feature allows advertisers to save time and drive

better results by sharing key assets and settings across several

campaigns:

Text Ads

Audiences

Bid Strategies

Budgets

Negative Keywords

Exclusions

Shared Budget Example

Creating a Shared Budget allows you to capture daily/weekly shifts in

traffic, lead flow and demand for specific products based on news,

weather events and other external factors.

TACTIC #10

User Engagement Optimization

Good Behavior = More Customers

Looking at lead conversions only gives you half the story. Campaigns should

also be optimized against User Engagement metrics like Bounce Rate, PVs and

Avg Time on site. Highly engaged visits today generate customers tomorrow.

Optimize Pages For Engagement

There are a million articles on Conversion Rate Optimization (CRO), but

pages can also be tweaked for improved User Engagement. Why do

this? The longer a visitor stays on your site, the more likely they are

to convert.

This is based on a proven direct marketing principle of Consistency &

Commitment which essentially states “if people start to commit to an idea

or goal, they are more likely to act in ways which are congruent with

actions they have already taken and subconscious self-image”

If all this is too much…

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You’re not alone. Get Help!

Surefire Social-

Started in 2009 with 1 client, 3 people and a good idea

Today- 225 clients and over 120 SEO/internet specialists

90%+ clients in Home Improvement business

2014 named to the Inc. 500- number 341

Next-generation technology stack- SurePulse- debuts in

March 2015

Marketing Technology Landscape January 2014

INFRA-

STRUCTU

RE

BACKBONE

PLATFORMS

MIDDLE-

WARE

Databases BigData

bySco Brinker@chiefmartech p://chiefmartec.com

Cloud

CRM Marke ngAutoma on/IntegratedMarke ng WebSite/WCM/WEM E-commerce

UserMgmt CloudConnectors APIs

MARKETINGEXPERIENCES

Channel/LocalMktg

Marke ngResourceMgmt

MARKETINGOPERATIONS

Agile&ProjectMgmt

Dashboards

Marke ngAnaly cs

BusinessIntelligence

DigitalAssetMgmt

Marke ngData

SalesEnablement

ContentMarke ngPersonaliza on

Tes ng&Op miza on

SEO

Marke ngApps

CustomerExperience/VoC

Calls&CallCenters

Events&Webinars

Loyalty&Gamifica on

SocialMediaMarke ng

Communi es&Reviews

VideoAds&Marke ng

EmailMarke ng

DisplayAdver sing

Search&SocialAds

TagManagement

INTERNETWebDev Marke ngEnvironment

DataManagementPla orms/CustomerDataPla orms

Web&MobileAnaly cs

MobileAppDev

MobileMarke ng

Crea ve&Design

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