#SMX #24B1 @PPCKIRK
How to Survive & Thrive at SMB PPC
#SMX #24B1 @PPCKIRK
THE BIG QUESTION ABOUT LITTLE PPCCan SMB PPC really work?
Or are we destined to be outbid and out-budgeted by the big brands?
Source: Sportsmanagementdegreehub.com/wp-content/uploads/2013/06/5.-Greg-Grant.jpg
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Definition of SMB (for us)
#SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often) Local
#SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often) Local
Simple Account
#SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often) Local
Simple Account
Simple Product or
Service
#SMX #24B1 @PPCKIRK
Definition of SMB (for us)
(Often) Local
Simple Account
Simple Product or
ServiceLow Budget
< $2500
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SMB requires skill, since you can’t “just throw budget at it.”
Month 1 Month 2 Month 3 Month 4
1,000 Visits
500Visits
250Visits
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Kirk Williams, @PPCKirk
Blogger: Search Engine Land, Moz, PPC Hero, Wordstream, Klientboost
Speaker: SMX, Hero Conf, Confluence Con, State of Search, SLC DMC
Billings, MT
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“Worthless man.”
My Mother-
in-Law says I do
PCP.
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“Worthless man.”
My Mother-
in-Law says I do
PCP.
NOT MY MOTHER-IN-LAW
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“This is how we are going to rock at SMB PPC.”
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SMB PPC TIP 1 The slower the
getaway car, the more important a
good head-start.
“It’s a setup! Step on it,
Vinnie, drive!”
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SEARCHAccountStructure
HOTLY DEBATED
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Chuck Norris’ opinion (and mine):
WHACK
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“Why, segment SMB Campaigns by Match Type,
by jove.”
MORE WHACKS
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Account Organization & Budgeting
Separate Campaigns by
Match Type (OK, with some
SKAGS) for Budget Control EXACT RLSA
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Remarketing (more on this later)
DisplayRemarketing
SearchRemarketing
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Bing Ads: USE IT
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Naming Campaigns: Avoid Confusion
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Naming Campaigns: Avoid Confusion
Br BrBeBe
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So Remember:The slower the
getaway car, the more important a
good head-start.
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SMB PPC TIP 2 Budget Like You’re
UnAmerican.
“don’t buy stuff you cannot afford!”
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In SMB PPC, Budgeting Well is as Essential as…
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Tip 1: My SMB Automated Budget Rule Strategy
Pause & assign campaign labels
throughout the month
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My SMB Automated Budget Rule Strategy
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Tip 2: Shared Budgets: An SMB Win!
Keep TOP (or big spender) campaigns separated
Split Remaining Campaigns into Shared Budgets
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Tip 3: Investigate Shape (formerly Steadybudget)
Not a paid ad
Pull in Google + Bing + FB to control *total* budget
See projections
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Tip 4: SMB Budget Requests
Don’t be a Google rep
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Don’t be a Google rep Use. Data.
SCENARIO
Monthly Budget: $2000
Monthly Leads: 100
Avg CPA: $20 (Lowest possible)
Google: Missing 25% imp
Est loss: 25 leads per month
Tip 4: SMB Budget Requests
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Don’t be a Google rep Use. Data. Make hard, realistic recos
SCENARIOMonthly Budget: $2000
Monthly Leads: 100
Avg CPA: $20 (Lowest possible)
Google: Missing 25% imp
Est loss: 25 leads per month
__________________
Suggestion: Raise to $2500
Tip 4: SMB Budget Requests
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So Remember:Budget Like You’re
UnAmerican.
“don’t buy stuff you cannot afford!”
#SMX #24B1 @PPCKIRK
SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
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Keyword Targeting
Prioritize [exact]
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Keyword Targeting
Build out top terms into
SKAGs
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SMB KW Research – No Monthly $$ Required!
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Remarketing Audiences
SMB RLSA FTW
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Remarketing Audiences
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Remarketing Audiences
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3 Reasons to Separate RLSA from Search
Random bid modifiers = monsters1
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1 Random bid modifiers = monsters
2 Return customers ≠ new customers
353% Increase in ROAS588% Increase in CVR
Shopping Client
vs
3 Reasons to Separate RLSA from Search
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1 Random bid modifiers = monsters
2 Return customers ≠ new customers
3 Budget control, FTW
3 Reasons to Separate RLSA from Search
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Lists = User Behavior + Micro-Conversions
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SO REMEMBER Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
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SMB PPC TIP 4 Report Like a
Tattletale
“your CPA rose inexplicably”
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SMB Reporting Rule Number 1:Your clients are busy.
Don’t waste their attention with pointless metrics
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E.g., bounce rate = pointless metric.
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SMB Reporting Rule Number 2:Don’t Over-report
Don’t waste your or their time with
low budget weekly reporting
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SMB Reporting Rule Number 3:Make it Pretty
They don’t have time to page through excel files.
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SMB Reporting Rule Number 3:Make it Pretty
They don’t have time to page through excel files.
kerpow
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My Reporting Tool Recommendation
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SO REMEMBERReport Like a
Tattletale
“your CPA rose inexplicably”
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So, can SMB PPC Really Work???
Are we destined to be outbid and outgunned buy bigger competitors?
#SMX #24B1 @PPCKIRK
YES, SMB PPC can work, if we:
Set up our accounts well
Target accurately
Budget Intelligently
Communicate well
#SMX #24B1 @PPCKIRK
Thank You!
Slides + Links: zatomarketing.com/smb-ppc
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