A Guide To Paid Search PPC Lead Generation Search Marketing

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NuSpark MarketingA Strategic Guide to Lead Generation usingPay-Per-Click Search Engine Marketing withGoogle Adwordswww.nusparkmarketing.com, @nusparkmktg

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesIntroduction What This eBook Is: A review of key elements of PPC campaign structure andstrategies for optimization, including landing pages andconversion tactics How PPC campaigns contribute to qualified leads via thebuying funnel What This eBook Is Not: A beginner’s “how-to” book. An ecommerce guide to PPC (focus is lead generation) A primer on the Display network. This ebook covers searchengine marketing with Adwords only 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAbout NuSpark Marketing Founded in 2010; Team members average 25years of experience Philadelphia based; virtual team of experts Provides the process, consultation, strategy, tacticsfor firms that need better lead generation, leadnurturing, and funnel optimization. Founder Paul Mosenson is a long-term MediaDirector and has been managing digital campaignsfor 15 years successfully 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesOur Approach: The Three Pillars of Search Marketing 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesON WITH THE SHOW 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesB2B Buyers Use Google to Research SolutionsEnquiroB2Bresearch 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation Services Are You There? In Front of Your Prospects? When They Research a Business Need? To Offer Them a Solution? 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesLet’s Get Started! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesHow Search Engines Work Your site will be indexedif you have: Links, internal andexternal Content, readablekeyword-ladenmessages Architecture, properlybuild website 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesGoogle/Tech Target Research on B2B buyerssearch engine activityPPC is a vital way to attract clicks and generate leads 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSEO vs. PPC SEO PPC More Time and Effort Immediate Traffic Long Lasting Promotional Copy Can be LessExpensive over LongHaul An AdvertisingExpense Organic Results MoreTrustworthy Generates Leads viaMicrosites/LandingPages 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesLead Generation Approach SEO Prospects will engagewith your website, readyour story, and need tobe convinced of yoursolutions before givingyou their email addressor calling you forcontact. Destination: Website PPC Prospects will beattracted by your offerfor free content orinformation, andengage with thatcontent by offering theiremail address inexchange. Destination:Microsite/Landing PageFor long-term growth; both strategies are crucial 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesPPC is a Valid Option when the Following Occurs When you need results quickly When you’re in a heavy competitive environment When your website is not optimized for search engines (NeedSEO) When you want to test keywords, messages, and calls-toaction When you wish to complement SEO efforts by increasingvisibility if your site is not optimized for certain keywords When you need to grow sales, revenue, and market share 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesTHE SEARCH PROCESS 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesInternet Research Complements the Buying FunnelSearchstrategyneeds toencompasseach phaseof the funnel 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation Services“I have a business problem; let’s find an answer” How buyers search Type the question Are there ways toimprove Type the answer Software firms that Type the symptom Ways to increase ROI Type the product Business analysissoftware Type the brand XXXX software 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThe Buying Funnel: First Step- Issues and Pain Sample Query ActionWords Optimize Troubleshoot Improve Upgrade Resolve Fix Need 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesExample Free ReportLead Captured! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThe Buying Funnel: Second Step- Solutions Sample Query ActionWords Services Firms Companies Software Tools Vendors Platforms 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesExampleFree TrialLead Captured! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThe Buying Funnel: Third Step- Comparisons Sample Query ActionWords Versus Reviews Comparisons Case Studies Experiences Pros and Cons**Social Media Big Here 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesExampleAnother PPC ad fromSASTesting Content! LeadCaptured! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThe Buying Funnel: Final Step- Brand SearchWell, even IBM not perfect- right organicpage- wrong PPC ad. (More on this laterregarding negative keywords!) 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesExampleIBM’s LandingPage a littlebusy andconfusing, butfound a whitepaper for leadcapture! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesOnce the Prospects Enter your Funnel.Convert, Qualify, Nurture, and Close! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesBUDGET AND ROI 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSet Goals: What Are Your Expected Outcomes Generate increased traffic into the top of the funnel Convert more prospects into leads; quality leads Increase market share; divert leads fromcompetitors Improve our current PPC return-on-investment Optimize our inbound marketing efforts;complement SEO and social media marketing 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesA Summary of Metrics for Lead Generation PPC The Priority KPIs Return on Investment (ROI). The ultimate goal; is the campaign giving youpositive return. This is where using dashboards like marketing automation andSalesforce apps come in handy to match revenue from complex sales with PPCmetrics. Conversion Rate. The number of conversions divided by the number of clicks.The metric acts as a barometer of relevancy; content/offer-landing page-call-toaction, ad relevancy, and keyword relevancy are all integral to optimizing thismetric. Cost-Per-Conversion (or Lead) and Cost-Per Acquisition (Sale) The PPC ad costdivided by the number of lead conversions or sales. In the middle is CPO, orcost-per-opportunity. The Cost-per-Conversion metric is a measure of efficiency,and is driven by strategic bidding and quality score management, as well asproper conversion architecture. CPA and CPO are driven by nurturing and thesales conversion process throughout the funnel. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesProjected ROI: Lead Generation Sites Not as easy to measure; complex sales take a while betweenform submission or sign-up conversion and sales resolution Options: Track “conversion rate” and “cost-per-conversion” for every dayoptimization from the Adwords interface, Use Google’s integration with Salesforce or marketing automationplatforms that include search marketing modules to measure click-toopportunity-to-sale activity via integration with CRMs. Create custom dashboards (similar to the basic ones shown in thisebook) to manage pipeline activity from click to sales 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSalesforce for Adwords Salesforce for Google AdWords makes it possible forcompanies to manage and measure search engine marketingcampaigns directly from within Salesforce. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThe lead source from Google Adwords on Salesforce 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesView the Details (Keyword, Ad, URL) of the Lead 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesFollow the Lead’s Funnel Activity to Close 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAnalyze and Measure Pipeline Results 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAn Example of an Interface from a Marketing AutomationPlatform that Tracks ROI from AdWords 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesFollow the Funnel with PPC; An Example Based onExisting Pipeline Conversion Rates Spend 5,000 on PPC, CPC is 2.00, 2,500 clicks gathered 25% conversion rate from landing page; 625 content downloads Lead nurturing occurs, sales calls occur, qualification processoccurs, eventually 5% of the leads who downloaded the initialcontent become sales opportunities, or 32 10% opportunity-to-close conversion, or 3 sales Average net profit per sale is 5,000, or 15,000 ROI: 200% 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesNext Example:Now Work Backwards and Determine Budget Conversion Rate and Metric Scenarios Sale to Opportunity closing rate: 20% Opportunity to Sales Accepted Lead: 50% Sales Accepted Lead to Marketing Qualified Lead: 50% Marketing Qualified Lead to Inquiries: 20% Inquiries to Clicks: 5% Average Sale Value: 10,000 Estimated Cost-Per-Click: 2.00 Estimated Click-Through Rate: 2% So if I Want 5 sales from PPC, What Can I Expect from PPC? 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesLet’s Calculate Based on Scenarios on Previous Slide 5 Sales 25 Opportunities 50 SALs 100 MQLs 500 Inquiries (downloads, trials, registrations) 10,000 Clicks 500,000 Impressions 20,000 Spend 50,000 in Sales 150% ROI 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesOther Costs to Consider The costs to nurture leads into sales via the funnelshould ideally be included. The problem is, thesecosts are spread across all lead generationactivities, like social media, SEO, advertising,email, trade shows, etc, as they all go through thenurturing process. The cost of sales people to follow-up and engagewith prospects from PPC is another factor for trueROI calculations 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAnother Scenario:Looks What Happens to ROI When We Decrease theCPC (CostPer-Click)ThenIncrease theCTR (ClickThroughRate)ThenIncrease theConversionRateNEAT! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesIf You’re Not a Complex Sale .Can still trackcampaign ROI byproduct, as long asyou know averagesale conversionrate, average valueper sale, andmargin. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAt the End of the Day Getting You Profitable Clicks is the Goal; clicks thatturn into quality leads then turn into viable salesopportunities. By understanding and tweaking thevariables in this ebook, your sales, and return oninvestment will increase. Profit is the bottom-line. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesNow Let’sOPTIMIZE GOOGLE ADWORDS 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesContents Settings Strategy Quality Score Strategy Keyword Strategy Bidding Strategy Ad Text Strategy Landing Page and Conversion Strategy Measurement Strategy A Hodgepodge of Optimization Tactics 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSETTINGS STRATEGY 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesLocation TargetingStudy your sales regions. Any underperforming or over performing? Considera separate campaign for a target sales region that needs emphasis.Strategically give each region a unique budget based on sales goals andexpected revenue.Start with a benchmark percent of revenue for budgeting, and adjustaccordingly based on sales region activity 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSample Settings:Advanced Location TargetingPhysical Location: Target those in yourdefined geographySearch Intent: Target thoseANYWHERE who combine searchquery with a location term within yourdefined geography Geographic target: New York City Excluded geography: New Jersey Do you mind reaching audiences in anotherstate that use the term “New York” in theirquery? If so, do nothing, if not, just targetPhysical Location If you only want your ads to show if the searchquery includes a location in your geography,target using search intent If you don’t want your ads to show at all in yourexcluded geography, do nothing (default) If you don’t want your ads to show in yourexcluded geography, or if a user searches for alocation term in your geography, chooseexclude search intent 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAd SchedulingAnother reason to have unique campaigns by sales region is to optimize time zones,especially targeting 8a-6p M-F. Google doesn’t recognize time zones, so running adsstarting at 8a ET means the ads run 5a PT.Additionally, if the work day is of most importance, Google allows you to increase bids bytime period, or by day of week. Be careful to reduce bid percentages as well during non-keydays/times so that the total budget balances out. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAd DeliveryFor lead generation activity, two strategies arerecommended:a.b.Optimize for conversions: Better performing ads willappear more frequentlyRotate ads evenly; Ideal for ad copy testing, then afteranalysis, do option a. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesDevice Targeting Tablets and Smartphonescontinue to grow inpenetration. If for anyreason your researchsays your audiencedoesn’t use thesedevices, or your landingpages aren’t optimizedfor mobile, tablets, orcertain operatingsystems, then you maydeselect these options. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesBidding Options If Adwords automatically sets bids,there is no manual bidding for yourkeywords. Use automatic budgetoptimizing for a campaign wherespecific bidding is not crucial to yourROI and you just prefer exposure. Enhanced CPC. If you’re trackingconversions, Google willautomatically adjust bids to optimizeconversion rate. Bid can increase upto 30% Conversion Optimizer. If you haveenough conversion history, Googlewill optimize CPC based on costper-action bids. There’s no ceilingon bid increases, because reachingyour target CPA is the goal. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesMore on Conversion Optimizer (Cost Per Action) Adwords recommends a maximum CPAbid, but you can customize it as well Target CPA is the average you want topay for a conversion, rather than a max. Suggestions Test CPA bidding in a separatecampaign; split your budget, andanalyze results comparing CPAvs CPC tactics with regard toconversions Test within ad groups, and adjustaccordingly. Keep the testsimple; don’t make othercampaign changes. Best used for high traffic/highconversion advertisers. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesEnhanced CPC vs. Conversion Optimizer Enhanced CPC Google automaticallyincreases/decreases CPC basedon chances of conversionGoogle looks at history,geography, browser settings, timeof day, to predict bid Conversion Optimizer CPA bidding Google adjusts CPC based onhistorical data; CPC bids adjustedautomatically to reach CPA goals So CPC bids are adjustedautomatically Predicted conversion calculatedfirst, then ad rank determined bycombining CPA bid, quality score,and the predicted conversion rate Objective: Improve conversionsand increase ROIBids never exceed 30% You still manage max CPC bids Objective: receive moreconversions and reduce cost-perconversionRecommend testing each and evaluate results 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAd Extensions These are extraclickable optionsthat can coincidewith your text ads They usuallyappear with ads intop 1/2 positionsof search resultswith good qualityscores 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSitelink Strategy Sitelinks scans your websiteand gives you options to addas a site link. You can also create newextensions if the links are onmicrosites or not shown A click on a link will stillcharge your account As shown in example, link topages that offer lead genopportunity or validation linkslike case studies ortestimonials 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesCall Link Strategy Show a business numberon ads that appear onmobile phones; click-tocall feature Put a Google 800 numberin your ad, that forwards toa business number. Idealif your call-to-action is aphone number. Text adshould reflect action- “callfor directions” or “callsales now” Google callsthis Call Metrics and canbe analyzed along withclick data.This ad has call metrics and site links! 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSocial Extensions with Google Page If you have a Google business page, you can linkit to Adwords. All the 1s you get fromwebsites, ads, and searchresults will now be talliedand shown within the textads When users 1 your digitalproperties and listings, yourclick rates will likelyincrease 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesQUALITY SCORE STRATEGY 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesWhat Is Quality Score Quality Score is a dynamic variable assigned to eachkeyword. By analyzing a variety of factors, the scoremeasures how relevant your keyword is to your ad group, adtext and to a user’s query. Google’s mission is to ensure user experience, and thatmeans targeting ads that closely responds to the user’squery, offering high click through rates, and clicking to highquality landing pages that support the ad and query. Quality Score is ranked 1-10. Ranks over 7 are consideredexcellent. Scores under 4 are considered poor. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesQuality Score Factors Historical CTR of keyword Historical account performance Keyword relevance to ad text Keyword and ad relevance to the search query Relevance of ad text Landing page quality 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesWhy Pay Attention to Quality Score The ad rank formula: CPC bid x Quality Score Low quality score will preclude ads from appearing in akeyword auction The lower the quality score, the higher your CPC bid willneed to be to achieve a good ad rank The higher the quality score, the lower your CPC bid willbe to reach an advantageous ad rank 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesWhat This Means If your goal is to be in the top 3 ad positions, andyour quality score is low, your bid will need to behigh to achieve the desired ad rank. Your CTR willbe high because of ad position, but the CPC willalso be high, and thus you’ll receive less overallclicks for your budget If your quality score is high, your bid won’t need tobe as high to achieve top 3 ad positions. CTR willbe high, and because of lower CPC, you’ll receivemore clicks for your budget 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesImproved Quality Score Impact on ROI Scenario CTR increases becauseads are more relevantand ad rank is better CPC is lower because weperformed tactics toincrease quality score Now look at the ROIincrease 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesStrategies to Improve Quality Score Keyword Increase impressions to build history,so that quality score becomes moreaccurateBoost CTR- add negative keywords,update match options to phrase andexact, match keywords to specific ads,make phrases two words or less toover 3 (long-tail), pause irrelevantterms Ad Groups Ads Ensure keywords are referenced in adheadlines and ad text Consider DKI- Dynamic keywordinsertion, which puts user querieswithin ad headlines or within ads. Needto be careful overdoing this. Landing Pages Good content with keywords that solveuser’s query needs Restructure so ad groups are tightlythemed Look/feel and usability that increaseuser experience Ensure ad groups, ads, and keywordsare very aligned and relevant to auser’s query No pop-ups; optimize loading speed 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesKEYWORD STRATEGY 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesSet the Stage Think about keywordswithin the buyingfunnel (shown earlier) Don’t start with whatyou do; start with whatyour prospects need Consider competitiveresearch; gatherintelligence 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesBuying Funnel Advertising, Display, SocialMedia, Internal Needs CreateDemand Search terms, as presentedearlier, should targetaudiences throughout theirpurchase lifecycle The consideration or shoppingphase is the most critical topresent your case as a solutionprovider 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThink Like Your Customers Review your buyerpersonas What are their needsand pain points? What are their solutionoptions? What content do theyneed to makedecisions? 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThe Long-Tail vs. The Short QueryLong-Tail 3 more terms in yourkeyword phrase Less CompetitiveShort Query One or two-word phrases High traffic; but lessrelevant; quality scoreeffect (low CTR) Specific terms easier tomatch with relevant adsand ad groups Need ample supply ofnegative keywords Less Traffic Harder to write adsUnless competitive issues call for it, long-tail keywords are alwaysfavored for PPC campaign success 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesThose Match Types Broad Match Build awareness andgenerate immediate clicksLearn what people aresearching for, then optimizelaterExpect high impressions, lowCTR, and high bid prices Broad includes synonymsand tense variations Bid less as a start vs. othermatch types Phrase Match More exact matches Can still learn keywordvariations Exact Match Your keyword matches queryexactly with no other wordsin query Less traffic; but mosttargeted; expect higher CTR 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingModified Broad MatchWhat It IsLead Generation ServicesExamples Keyword: accounting softwareAd will show for user query:Need accounting software programs Stops Google fromchanging broad matchkeywords to synonyms orrelated termsAccounting tools for dental officesAd won’t show for user query:Financial software reviews Keyword: accounting softwareAd will show for user query: Add a “ ” to the broadmatch term to keep thatword in the queryFinancial software programsAccounting programs for dental offices Keyword: accounting softwareAd will show for user query:Need accounting software programsAd won’t show for user query:Financial programs for dental offices 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesLong-Tail Research ToolsWe use tools such as these to populateour long-tail keywords, and output thelist in any order, as well as matchoptions.Note the words in column 3 that coverthe buying funnel stages as well as userintent 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesJust a Reminder Your ad groups must be aligned with the keywordgroups by category. For the example we just did,these would be ad groups: Financial software solutions/tools Financial software firms/companies Accounting software solutions/firms Accounting software discount/cheapAlert: Many consultants have their own methods of ad groupstructure; just remember; the more relevant, the better quality scoreand CTR, and thus more efficient conversions 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesNegative Keywords: Include in your Campaigns orAd GroupsWhat It Is Negative keywords stop adsfrom showing when certainkeywords are in user queries Eliminates unwanted traffic,which in turn increasesrelevancy, CTR, and qualityscore Conversion rates will increaseas well, and cost per conversionwill decreaseExamples Keyword query: CertifiedSalesforce Consultants Negative keywords in account:software, jobs, careers, trainers,Sugar, Microsoft, platforms,cheap, discount, comparisons Ads won’t show if theabove terms are in userquery 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesExample of a Negative Keyword NeededWidener Universitymay have a fineaccounting program,but they need the termsoftware as anegative thus theircampaign notoptimized 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesKeyword Problems? Hover over the“bubble” in the statuscolumn on yourkeyword tab to check,then use the Googlekeyword diagnostic toolto run more tests. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesResearch Competitor Keywords with Paid Tools 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesOf Course, Google’s Own Keyword Tool forKeyword Research and Competitive Activity 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesTEXT AD STRATEGY 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesGeneral Principles for Lead Generation PPC ads Headline: Attract attention and relevant to query Description Lines: Differentiating feature, keybenefit, call-to-action offer Display URL: Identify your company Destination URL: Actual landing page, tagged foranalytics tracking Continue to test multiple ads and tweakaccordingly for optimal CTR, Conversion Rate, andCost-Per-Conversion 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesFirst Step Make Lists on Your Solutions Search for Competitors; What are they saying? Whatcontent or offer are they promoting? Make a list What are your key selling points? Why would prospectsbuy from you? What makes you unique? Make a list Review content assets. What are prospects interestedin? (Buyer persona research!). What can you give awayfor free in return for an email address? Make a list 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesMatch Ads to Ad Groups within the psAdGroupsAdGroupsAdGroupsAdsAdsAdsAds 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAds in Action: “Accounting l’sSoftwareLineUnderstandNew TaxRulesFast & Easyto Deploy24/7 Support;Painless SetupAccountingSoftware- fitevery needlineFree WhitePaper; GetNowAffordableToo; Free TrialMoney BackGuarantee;View DemoLearn More;FreeConsultationHeadline1stSolutions 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesDestination URLs So we can Track Ad Groups CampaignsMake Sure Auto-Tagging isChecked Under My AccountPreferences so Keywords Ads In Google Analytics 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesGoogle’s URL Builder Use the URL builderto track other searchengines, digital media,or social media visitswith Google Analytics. Just followinstructions andcopy/paste URL todestination link in ad. 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesAd Preview with The Preview ToolSee what your ad looks like anywhere youwant, and on a device of choice,or diagnose any problems 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesBIDDING STRATEGY 2010 Mike Moran

Paul Mosenson, President, NuSpark MarketingLead Generation ServicesBidding Considerations for Lead Generation Bids can be adjusted on a keyword level or ad group level; both can work. Bidding onkeywords takes more time but can be more profitable in the long run. Two of your key metrics are conversion rates and cost-per-conversion. Biddingmanagement should be to optimize those metrics. Utilize the Google ConversionOptimizer to maximize conve

A primer on the Display network. This ebook covers search engine marketing with Adwords only . Paul Mosenson, President, NuSpark Marketing Lead Generation Services . turn into quality leads then turn into viable sales opportunities. By understanding and tweaking the . Paul Mosenson, President, NuSpark Marketing Lead Generation Services .

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