Spend Less& Get More
26th June 2014
About Search Star
• Team of 18 in Bath- all Google Advertising & Analytics Professionals
• Buy profitable traffic efficiently, effectively & accountably for ambitious clients
• No SEO, no affiliate, no email, no web-design…just PPC & online ad buying
Google Global Revenue ($m)
Share Of Revenues Q4 2013:- USA = 45%- UK = 9%
- ROW = 46%
What does it make it from?
Do people really click on the Ads?
• 94% of searchers click on the organic results vs. 6% on the PPC ads (Source: GroupM & Econsultancy 2012)
• “The war of 1812”
• “Whitney Houston”
• “Weather in Bristol”
• Yet for “high commercial intent” search phrases 64.6% of clicks go to the PPC (Source: WordStream 2012)
• “kenwood food mixers”
• “Best Internet Marketing Software”
• “Personal injury solicitors”
Q. Top Search Phrase of 2013?
64.6% of Commercial Search goes PPC
Source: WordStream 2012
Be Fussy – Target Goal Orientated Searches
Top 10 Lead Generation PhrasesTop 10 Cost Phrases
claim against the nhs
cauda equina solicitors bristol
solicitors dealing in misdiagnosis bradford
medical negligence solictors
solicitors for medical neglagence fareham
medical negligence against the nhs
medical negligence solicitors in burnley
cheap solicitor for medical neglichance
medical negligence claims
solicitor to sue hospital
cauda equina syndrome
third degree tear
misdiagnosis of cancer
necrotising fasciitis
3rd degree tear
cancer misdiagnosis
4th degree tear
birth injury signs
mrsa infection
claiming from nhs
Solicitor X spent £29,277 on 51 leads - March 2013 to April 2014
Track Leads To Sale
• http://www.search-star.co.uk/?gclid=CPj7i5-Tlb8CFWfkwgodDUIACw
• GCID is unique to each click
• Pass GCLID with lead into CRM
• Use GCIDs to track click to lead to sale
– import offline conversion events into adwords
• Track soft leads into hard sales
Make Ad Copy Cut Through
Locations
Client Quotes
Sitelinks & Reviews
Larger & More Relevant Ad Formats
1. Site Links 2. Location Extensions3. Communications Extensions4. Call Extensions5. Product Extensions6. Social Extensions7. Offer Extensions
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Relevant Ads on Multiple Screens & Devices
“We’re seeing tremendous innovation in advertising, which will help us monetize mobile queries more effectively than desktop today. Indeed, our mobile monetization per query is already a significant fraction compared to desktop. In short, as we transition from one screen to multiple screens, Google has enormous opportunities to innovate and drive ever-higher monetization, just like search in 2000” - Larry Page, Oct 2012
Biting The Hand That Feeds It?
2.4% of the Time & 59% of the Ad spend
Source: IAB/PWC H1 2013
PPC Takes Majority of Budget
Display Is Growing
“By 2020, audience targeting investment is projected to exceed search spend in UK”
Source: IAB UK 2013
Mobile Grew 127% YoY
Retargeting
Because 98% of Site Visitors Don’t Buy or Get in Touch
Display RetargetingSearch Retargeting
Retargeting
Demand Side Platforms
New TargetingNew FormatsNew Placements
Display - Programmatic Buying
“We are Maths Men (and Women) not Mad Men” Sir Martin Sorrell - May 2013
Targeting – Luxury Fashion Client
3rd Party Credit Card Data:
LuxuryFashion
Shoppers
FashionContent
London &South East IPs
£££
Targeting Options
…And if you want “Ten Top Tips”
1. Get a great website
2. Be fussy…research or purchase?
3. Go granular
4. Work at your ad copy
5. Be social & get reviews
6. Ensure your mobile experience works
7. Don’t forget Bing
8. Search, social & display – all clicks are not equal
9. Track everything (GCLIDs)
10. Remarketing – give me a reason not to do it
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