Presented by the head of the digital practice at Burns Marketing (www.burnsmarketing.com), this webinar encourages marketers to use their creative side to find new opportunities and increase performance in their pay-per-click campaigns. It's not always about the data and things like run-of-the-mill keywords. Sometimes, you really need to think outside the box to give your PPC campaigns that extra little boost.

1. THE NEEDLE-MOVING,
BUSINESS-DRIVEN
RESOURCE
FOR GREAT COMPANIES.

2. CREATIVE
PPC TECHNIQUES

3. BURNS
DIGITAL
FIND PROSPECTS DRIVE TO WEBSITE CONVERT VISITORS MEASURE RESULTS
Search Engine Marketing Marketing Automation
Search Engine Local Listing Lead
Paid Search
Optimization Optimization Nurture
ROI Metrics
Web Call
Online Marketing Website Improvement Analytics Tracking
Pay Per Advanced Conversion
Email Mobile Banner UX/UI
Call Targeting Opt.
Facebook Promoted
PPC Tweets
Pre-Click Post-Click

4. BURNS PPC ! Very broad segment experience
_ IT services
CAPABILITIES _ Enterprise software
_ Healthcare
_ Education
_ Apparel
_ Maternity products
! From niche B2B to B2C with 1000s of SKUs
! Automated tools and advanced techniques
_ >100,000 keywords
_ Complex bid management
_ Long tail discovery
_ Mobile and location-aware placement

6. THE MOST ! Prospects click on ads when they expect to
be sold something – they’re far down the
MEASURABLE sales funnel and most convertible
! Organic delivers credibility, paid offers
purchase intent
! PPC should be the first online investment for
most companies
_ Possible exceptions:
• Markets with lead aggregators
• Low ASP products
! Key PPC characteristics
_ The most measurable and optimizable of all
marketing investments
_ Can be used to discover keywords and messages
for other channels
_ Once dialed in, can be scaled easily

7. PPC 101 ! What do people click on?
_ 63% of all searchers click on any Paid Search link
BASIC FACTS _ 97% of all searchers click on any Organic link
_ 16% of all internet users click on any Display ad
! At what rate?
_ 3.5% is the average clickthrough rate on a Paid
Search ad campaign
_ 0.1% is the average clickthrough rate on a Display
ad campaign
! Paid Search converts at 1.5x Organic clicks
(Comscore Data)

8. PPC 101
HOW IT WORKS

9. PPC 101
HOW IT WORKS

10. PPC 101
HOW IT WORKS

11. PPC 101
HOW IT WORKS

12. DON’T BE SO
UPTIGHT

13. REMEMBER ! 10-30% of advertising uses intentional
humor (Weinberger, 1995)
TO LAUGH ! Very little humor is used in PPC
_ Why not? Maybe because it doesn’t work, but
maybe it does.
! PPC A/B testing provides a perfect testing
ground for humor
! Test it, especially on long-tail terms

15. What about using the “Stop Sucking Resources” theme in an
ad on this page?

17. “Even better
stability”
“Tangle-free”
“Super bass”
How about “kickin’ earbuds”?
“Sound so good you’ll swear Led Zep is in your head”

18. FEEL THEIR
PAIN

19. PUT YOURSELF ! Companies tend to advertise their products
based on product attributes
IN THEIR _ Features
SHOES _ Benefits (those are good, right?)
! Focus on features and benefits requires
prospects to have already figured out that
what you sell is what they need
! This is particularly common in B2B
technology

21. USE PAIN
STATEMENTS

22. “EARBUDS
SUCK”

24. CATCH ‘EM WHEN
THEY AIN’T EXPECTIN’ IT

25. EVENT ! Transient event campaigns can provide lift
to trade show exhibit investments
CAMPAIGNS ! You’re probably already investing in ways to
get people to your booth
_ Email
_ Direct mail
! The problem is that everyone is doing the
same thing

26. EXAMPLE: ! Example: DistribuTECH
_ Biggest show in the smart grid segment
DISTRIBUTECH _ Commonly attendees’ largest marketing
investment
! 7500 Google searches for that show
_ For registration info, conference materials,
exhibitor lists, etc.
_ By searching, they are qualifying themselves
(partially)
_ Very little click competition
Use the ad to invite attendees to booth, to promote a
contest, to provide related materials …

27. EGO ! Ego campaigns can target key buying
individuals
CAMPAIGNS ! At some point, someone will search on their
own name
! Clever, compelling ad copy can capture their
attention and their click
! Even if they don’t convert, they can now be
part of a retargeting campaign

28. USE THE REALLY
SHORT TAIL

31. BE
RELATIVE

32. USE ! In a competitive click environment,
sometimes the best search strategy is:
AFFILIATED _ Avoid core terms altogether
CONCEPTS _ Target terms associated with your business, but
not directly related

33. Monthly searches Click cost
Charity giving 49,500 $8.24
Charity donation 110,000 $17.88
Online giving 14,800 $2.57
Monthly searches Click cost
American Cancer
673,000 $0.75
Society
Cancer survivor 135,000 $2.59
Cancer awareness 246,000 $1.61

34. USE THE
PHONE

35. CONVERT ! Some businesses naturally convert prospects
over the phone. Take advantage of that.
BY PHONE

36. USE YOUR !
!
Don’t be so uptight
Feel their pain
RIGHT BRAIN ! Catch ‘em when they ain’t expecting it
! Use the really short tail
! Be relative
! Use the phone

37. THE NEEDLE-MOVING,
BUSINESS-DRIVEN
RESOURCE
FOR GREAT COMPANIES.