A Guide To Paid Search PPC Lead Generation Search Marketing

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 .