Pay Per Click Marketing HubSpot PPT Images

How to Get the Most FromPay Per Click MarketingMike VolpeVP Inbound MarketingHubSpotTwitter: @mvolpe

Outbound Marketing800-555-1234AnnoyingSalesperson

Inbound MarketingBloggSEOSocial Media

Rethinking MarketingOutbound Marketing Telemarketing Trade shows Direct mail Email blasts Print ads TV/radio adsInbound Marketing SEO / SEM Blogging Social Media RSS Free tools/trials Public RelationsInterruptionPermission

Budget vs. BrainsFlickr:: Refracted MomentsFlickrFlickr:: Gaetoan LeeFlickr

PPC & Inbound Marketing

Caution: MATHFlickr:: akisraFlickr

Is PPC Inbound Marketing?YESNO Not interruptive Permission based LeveragesLsearchh Not building longterm asset Expensive Not a sustainableb ibusinessadvantagedt

PPC vs. SEOPPC Liposuction Fast & Easy Expensive & TemporarySEO Working Out More Time and Effort LessL &LLong LLastingi

PPC MathSEO MMathh

PPC vs. SEO

PPC’s Place in Inbound Marketing Fast feedback Don’t get addicted! Test conversions bykkeywordsd Promote short termevents Test new products /markets

PPC Overview & Tips

The PPC Lead Generation Process1. Ad Impressionsx [Click Through Rate (CTR)] 2. Clicks (website visitors)x [Conversion Rate] 3 Leads3.

PPC Math Tutorial

How Much to Bid Bid as mmuchch as youo can affordafford, based on youro rvalue per lead. There are a bunch of more advanced biddingstrategies that we will not discuss today.

Getting More Out of PPC1 Click Through Rate (CTR)1. Your Ads2. Conversion Rate Your Landing Page3 IInteractions3.ttiamong keywords,kd adsd anddlanding pages

Getting More Out of PPC1 Click Through Rate (CTR)1. Your Ads2. Conversion Rate Your Landing Page3 IInteractions3.ttiamong keywords,kd adsd anddlanding pages

Testing Different Ads Use keywords in the ads Dynamic keyword insertion Put together ads from component pieces Test certain words like “free” or “download” Look at other ads from competitorsp

Improving CTR

Dynamic Keyword InsertionSearch is for “inbound marketing software” {keyword} “inboundinbound marketing software”software {Keyword} “Inbound marketing software” {KeyWord} “Inbound Marketing Software”Use default words {KeyWord:The Default Words Go Here} Required in case search phrase is really longor there is an error

Match Type Broad match “Your ads could also show for singular/pluralgpforms,, synonyms,yy ,and other relevant variations” Phrase match (enter keyword with quotes) “ AdAd [is] eligible to appear when a user searches [your phrase]with other terms before or after the phrase” Exact match (enter keyword with brackets) “ Ad [is] eligible to appear when a user searches [your phrase]without any other terms in the query.”

Improving CTR Iterative process TestTest, refinerefine,repeat

Getting More Out of PPC1 Click Through Rate (CTR)1. Your Ads2. Conversion Rate Your Landing Page3 IInteractions3.ttiamong keywords,kd adsd anddlanding pages

Landing Page Tips Keep it simple & shortLimit nanavigationigationMust have a form!Align it with the keywords and adsMake sure conversion tracking is set up Free Webinar on Landing Pages nglanding pages for lead generation webinar archive/

Getting More Out of PPC1 Click Through Rate (CTR)1. Your Ads2. Conversion Rate Your Landing Page3 IInteractions3.ttiamong keywords,kd adsd anddlanding pages

State of mind of the searcher Keyword Bid: “Marketing” KeywordKe ord SearchedSearched: “Marketing Soft Drinks” Ad Displayed: “Internet Marketing Kit” Click through is unlikely

State of mind of the searcher Keyword Bid: “Internet Marketing”Ke ord SearchedKeywordSearched: “Internet Marketing”Ad Displayed: “Internet Marketing Kit”Landing Page: “Branding Webinar” Conversion is unlikely

State of mind of the searcher Keyword Bid: “Internet Marketing” KeywordKe ord SearchedSearched: “Internet MarketingVideo” Ad Displayed: “Internet Marketing Kit”(includes videos and whitepaper) Landing Page: “Internet Marketing Kit” Results: 1% CTR and 15% Conversion

Everything Works Together Small, focused groups of words More phrases than single words Use negative words (e.g., “- free”) ConsiderCid usingi PhPhrase MMatcht h or EExactt MMatcht h Focused, specific ads that fit with keywords Test dynamic keyword insertion Focused, specific landing pages that fit withads

State of mind of the searcher

State of mind of the searcher

Everything Works Together

Break It Down & Get Specific Low ROI Bid on a few very high volume words usinggeneric ads and send traffic to your homepage High ROI More Ad Groups More keywords, but broken into lots of smallgroups of keywords More targeted ads, with offer and language More landing pages, targeted toward thekkeywords,d adsd andd offerff

Thank You!Learn more about HubSpot:http://www.hubspot.com/demoBecome a Fan:http://facebook.hubspot.comMike VolpeVP Inbound MarketingTwitter: @mvolpe

HubSpotInbound Marketing System

Inbound Marketing agesLeadIntelligenceCRM

Getting Found: On-Page SEOKeyword Grader DetermineDi whath kkeywordsd tooptimize your pages around basedon relevance, search volume, andhow difficult it will be to rank on thefirst page of GoogleIdentify critical long tail words (highconversion rates, low competition)Monitor your rank againstcompetitors for eachkeyword/phraseDetermine the specific page onyour site that is rankingyg for eachkeyword(phrase) and how to makefurther improvements

Getting Found: Off-Page SEOLink Grader Identify opportunities to generatemore return from your existinglinksMonitor your live inbound linksand which inbound links areproducing the most value for youAggregate your competitorsinbound links to discover new linkbuilding opportunities that youhave not taken advantage of

Getting Found: SEO for Your Whole SitePage Grader Analyze each page of your site tosee which produce the mostvalue for you (traffic, leads,rankedk d kkeywords,d lilinks)k )Automatically recommendimprovements to optimize eachpage off your siteit

Getting Found: BlogosphereBlogging EnableEbl easy, naturall process toconsistently update content onyour site, achieve more frequentsearch engine crawls, andiimproveauthorityth itDevelop an audience of emailand RSS subscribersAttract more inbound links (“link( linkbait”)Write keyword rich content toattract more high conversion ratetraffic

Track Your Competitors

Lead Intelligence Track the full path of all of yourleads through your web siteAutomatically develop moreintelligence around each lead(number of visits, time on site,pages visited, comments writteng documents downloaded,on blog,information submitted via webforms created)Increase close rate throughiimprovedd lleadd qualitylit

Making Better Marketing DecisionsAnalytics Integrated reports in HubSpotsoftware allow you to understandthe effects of all your marketingactivitiesti iti so you can optimizeti iyour efforts and allocate your timeand money towards the programsthat generate the most leads andsales for your business

Actionable Marketing InsightsHubFeed HubFeed “watches” your Internetmarketing efforts and delivershighlights and actionable insightsbbasedd on your ddatat

HubSpot Methodology and Consulting Our Internet Marketing Consultantsare experienced in all aspects ofonline marketing and specificallytrained on HubSpot'sHubSpot s products andmethodologies Consulting sessions focus on thesetopics based on the specific needsof the client

HubSpot Training Materials and Resources

Thank You!Learn more about HubSpot:http://www.hubspot.com/demoBecome a Fan:http://facebook.hubspot.comMike VolpeVP Inbound MarketingTwitter: @mvolpe

VP Inbound Marketing HubSpot Twitter: @mvolpe. Outbound Marketing 800-555-1234 Annoying Salesperson. Inbound Marketing Blog SEO Social Media. Rethinking Marketing Outbound Marketing . Keyword Grader Dihk dDetermine what keywords to optimize your pages around based on relevance, search volume, and