A PPC Overview for the B2B Executive
•Télécharger en tant que PPTX, PDF•
3 j'aime•6,584 vues
An overview of Google AdWords and PPC platforms as well as 8 key questions leadership should ask of their marketing teams when reviewing PPC performance. Read our blog post - http://www.komarketingassociates.com/blog/google-adwords-for-b2b-organizations to learn more and get in touch if you want to learn more about our search engine advertising programs.
Recommandé
Contenu connexe
Dernier
Dernier (20)
En vedette
En vedette (20)
A PPC Overview for the B2B Executive
- 1. @KOMARKETING
- 2. @KOMARKETING KOMARKETING ASSOCIATES About the Presenter Steven Wells has been in the internet search industry since 2000, and his background encompasses both paid and organic implementation strategies. Steven Wells PPC (Pay Per Click) history began with using the Goto.com/overture (Now Yahoo Search Marketing / Bing). He has been using AdWords since its launch in 2000 and has obtained Google Advertising Professional status multiple times. Steven’s online marketing experience includes extensive knowledge of online advertising channels of ppc, affiliate marketing, display, remarketing, organic, and managed social campaigns.
- 3. @KOMARKETING PPC 101: A GUIDE TO SEARCH ADVERTISING From KoMarketing January 29, 2015
- 4. @KOMARKETING What is PPC Marketing? pay-per-click [pey-per-klik] Noun 1. a system used to set prices for online advertisements on a search engine or other website, by which the advertiser pays a small fee to the website publisher each time a user clicks on the advertisement. Adjective 2. noting or relating to such a system: pay-per-click ads to reach your target customers. Abbreviation: PPC.
- 5. @KOMARKETING Abridged History of PPC • Credit for the concept of the PPC model is generally given to Idealab and Goto.com founder Bill Gross. GoTo.com started PPC in 1998. • Yahoo! did not start syndicating GoTo.com (later Overture) advertisers until November 2001. • Google did not introduce PPC until 2002.
- 7. @KOMARKETING The 600lb Gorilla: • #1 Global Internet Property with 84% reach of Internet users. • 200B ad exposures & 146M unique visitors per month • Paid Search is the CASH COW – Approximately 70% of revenue coming from paid search. • Google Properties Q4 Revenue: $11,252,000,000(https://investor.google.com/financial/tables.html) • #1 in search in US and globally • 3x more ads served than others ad networks, 7x more ads on niche sites than other networks • #1 video site YouTube • The Largest global ad network, thousands of sites across a diverse set of inventory.
- 8. @KOMARKETING Where Is Pay Per Click Advertising Banner and Flash Ads Text Ads In-Video Text Ads Pre-Roll Video Ads
- 9. @KOMARKETING The Text Ad.. The most common area to find PPC text ads is in search engine results. Lets search for “Pay Per Click” in Google: As you can see, PPC Ads can be found both above and to the side of organic search results.
- 10. @KOMARKETING Search Engine Advertising • Search engine advertising (PPC) provides B2B organizations immediate visibility in search engines, driving leads, traffic, and business growth According to an eMarketer report, 45% of B2B marketers expected to increase search engine advertising spending in 2014. According to a report from Optify, paid search has shown a healthy, above- average conversion rate and contributed a considerable percentage of visits (23%) and leads (16%).
- 11. @KOMARKETING Target Audience : CTR and Messaging In order to understand the true power of PPC marketing, we need to look a little closer at the ads: You will notice that the first ad that showed up relates directly to “Commercial Snow Removal”, when my search was more general “snow removal companies”. Why??
- 12. @KOMARKETING PPC (Paid Search Placement) • Target Keyword Set • Ex: John Deere Financing, Certified John Deere, Current John Deere Offers, Etc.
- 13. @KOMARKETING Conversion Optimization • Through a combination of industry best practices, software applications, and strategic analysis, we work with B2B companies to maximize conversion opportunity. 66% of the agencies in this survey ranked Conversion Rate as the most useful metric for analyzing landing page performance via Optify
- 15. @KOMARKETING Remarketing / Retargeting • Remarketing allows B2B organizations to extend lead opportunity even after the potential customer leaves the website or discontinues a session. Retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted consumers viaSearchfest 2012
- 16. @KOMARKETING Pre-Roll Video Placement • YouTube Targeted Pre-Roll Ads John Deere CPO
- 17. @KOMARKETING Display & Premium Display
- 19. @KOMARKETING Social Media Advertising • Social media advertising provides an opportunity for B2B marketers to grow their online audience, while building awareness, traffic, and lead opportunities. Social media has reached middle age(d). The fastest growing segment of social media users is now adults aged 45-54%. 55% of this age group now have a profile on at least one social network via State of Search Facebook will account for 13% of worldwide mobile ad revenue in 2013
- 20. @KOMARKETING International • Global Internet Usage • Our experience has taken our SEO, PPC, and Social Media programs across five continents and dozens of countries. There will be 3.6 billion global Internet users by 2017. Over 40% of global internet users are now based in Asia Pacific Mobile phones set to overtake PCs as the most common web access device worldwide by end of 2013. Nearly 1 in 4 people worldwide will use social networks in 2013 Asia-Pacific will have the largest social network population worldwide through 2017
- 21. @KOMARKETING 8 THINGS LEADERSHIP NEEDS TO KNOW ABOUT ADWORDS From KoMarketing January 29, 2015
- 22. @KOMARKETING 8 Things You Want To Know • How Much Am I Spending? (IE, Where Is My Money Going?) • Who Is Seeing My Ads? • What Are The KPI's? • What Is Our Marketing Message? • What Is Our Call To Action? • What Are We Doing With The Leads? • What Is Our Competitive Strategy? • How Active is My Vendor?
- 23. @KOMARKETING How Much Am I Spending? • What is our budget and how does It forecast across the year? • Is there an acceleration or deceleration due to any cyclical factors in your business?
- 24. @KOMARKETING Who Is Seeing My Ads? REF: https://support.google.com/adwords/answer/2404190?hl=en REF: https://support.google.com/adwords/answer/2470108?hl=en Managed Placements Google Display Network Google Properties
- 25. @KOMARKETING Who Is Seeing My Ads? Google Ad Scheduling Geotargeting REF: https://support.google.com/adwords/answer/2404244?hl=en REF: https://support.google.com/adwords/answer/1722043?hl=en
- 26. @KOMARKETING What Are The KPI's? • Brand Goals: How many impressions and clicks do my ads generate? What placement do we have on our most important keywords? • Conversion Goals: How many leads do we create? At what cost? What percentage of them are qualified? What percentage of them become prospects?
- 27. @KOMARKETING What Is Our Marketing Message? • How do you present yourselves? • Do we include important tag lines, trademarked names or properties? • Do visual ads adhere to any brand guidelines?
- 28. @KOMARKETING What Is Our Call To Action? AdWords PPC Ad Form Submission
- 29. @KOMARKETING What Is Our Call To Action? Utilize ValueTrack Parameters REF: http://www.komarketingassociates.com/blog/8-valuetrack-parameters-better-adwords-campaign-data/ REF: https://support.google.com/adwords/answer/2375447?hl=en
- 30. @KOMARKETING What Are We Doing With Our Leads? AdWords PPC Ad Form Submission Visitor / Prospect Tracking CRM
- 31. @KOMARKETING What Are We Doing With Our Leads? What About… • Remarketing Campaigns / Shopping Cart Abandonment • Lead Nurturing Programs / Lead Scoring • Secondary Conversions (Email Newsletters, Social Profiles, etc) • Customer Service-Oriented Messaging & Communications
- 32. @KOMARKETING What About The Competition?
- 33. @KOMARKETING What About The Competition?
- 34. @KOMARKETING How Active Is My Vendor?
- 35. @KOMARKETING • We are active participants in our industry’s communities • We are respected industry professionals
- 36. @KOMARKETING Contact Information KoMarketing Associates 374 Congress Street, Suite 507, Boston, MA 02210 T: (877)-3B2B-SEO P: (781) 209-1989 Email: info@komarketingassociates.com komarketingassociates.com/twitter komarketingassociates.com/linkedi n komarketingassociates.com/facebook komarketingassociates.com/google+
Notes de l'éditeur
- - Case study -
- What is our budget and how does It forecast across the year? Does the budget schedule account for any major releases, promotions, or changes that will occur during the year? Is there an acceleration or deceleration due to any cyclical factors in your business? Do you pay your search platforms directly or do you run ad spend through your agency? How is your agency compensated? Is it a flat fee or do they take a percentage of spend? What is their margin?
- Which search engines are my ads being served on? Google / Bing & MSN / Second Tier Engines? Do we opt into the Google Partner Network or do we only appear on Google.com Do we utilize any display or banner advertisements? Do we remarket to users who have already visited our site? Do we increase or decrease bids at a specific time or day (reducing spend on the weekend for instance)
- Which search engines are my ads being served on? Google / Bing & MSN / Second Tier Engines? Do we opt into the Google Partner Network or do we only appear on Google.com Do we utilize any display or banner advertisements? Do we remarket to users who have already visited our site? Do we increase or decrease bids at a specific time or day (reducing spend on the weekend for instance)
- Brand Goals: How many impressions and clicks do my ads generate? What placement do we have on our most important keywords? Conversion Goals: How many leads do we create? At what cost? What percentage of them are qualified? What percentage of them become prospects? Won/Lost etc. Budget Goals: What is our average cost per click?
- How do you present yourselves? Do you include important tag lines, trademarked names or properties? Do your visual ads adhere to any brand guidelines?
- Once searchers get to your site what is the ultimate goal or action you want them to complete. Is it a contact form? Do you want them to watch a video or sign up for a webinar? Are you providing free content or white papers? Ultimately it’s important to know how you are enticing users to further interact with you, and what value added to drive that future engagement with the user? What type of referral data are we connecting to the action? Are we utilizing ValueTrack or other methods to isolate leads and prospects all the way down to keyword?
- Once searchers get to your site what is the ultimate goal or action you want them to complete. Is it a contact form? Do you want them to watch a video or sign up for a webinar? Are you providing free content or white papers? Ultimately it’s important to know how you are enticing users to further interact with you, and what value added to drive that future engagement with the user? What type of referral data are we connecting to the action? Are we utilizing ValueTrack or other methods to isolate leads and prospects all the way down to keyword?
- Is there a confirmation page with additional information and other important links? Do you have an automated email that delivers a piece of content or gives a time frame expectation on when a follow up may occur? Are the user’s credentials placed into a CRM? Do you add users to a DRIP or remarketing campaign? Who or what is responsible for contacting prospects for follow up?
- Is there a confirmation page with additional information and other important links? Do you have an automated email that delivers a piece of content or gives a time frame expectation on when a follow up may occur? Are the user’s credentials placed into a CRM? Do you add users to a DRIP or remarketing campaign? Who or what is responsible for contacting prospects for follow up?
- Do you bid on your competitor’s brands? Do they bid on yours? What types of networks and platforms do your competitors use? What competitive analysis tools are being used to gauge what other player’s in the space are doing?
- Do you bid on your competitor’s brands? Do they bid on yours? What types of networks and platforms do your competitors use? What competitive analysis tools are being used to gauge what other player’s in the space are doing?
- You probably have a suite of review calls, monthly or quarterly check ins, as well as a regular schedule of reports delivered by your vendor. This will largely define how active, responsive, and how high touch your vendor is during account management. This however, does not necessarily translate to the amount of activity that occurs in the day to day management of your search engine marketing campaigns.