How to Survive & Thrive with SMB PPC - SMX West
•
1 like•419 views
Kirk takes you on a journey of targeting, reporting, and budgeting to show you how success is still to be gained in a low budget world of increasing CPCs and competition.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (11)
Similar to How to Survive & Thrive with SMB PPC - SMX West
Similar to How to Survive & Thrive with SMB PPC - SMX West (20)
More from Kirk Williams
More from Kirk Williams (8)
Recently uploaded
Recently uploaded (20)
How to Survive & Thrive with SMB PPC - SMX West
- 1. #SMX #24B1 @PPCKIRK How to Survive & Thrive at SMB PPC
- 2. #SMX #24B1 @PPCKIRK THE BIG QUESTION ABOUT LITTLE PPC Can SMB PPC really work? Or are we destined to be outbid and out-budgeted by the big brands? Source: Sportsmanagementdegreehub.com/wp-content/uploads/2013/06/5.-Greg-Grant.jpg
- 3. #SMX #24B1 @PPCKIRK Definition of SMB (for us)
- 4. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local
- 5. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account
- 6. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service
- 7. #SMX #24B1 @PPCKIRK Definition of SMB (for us) (Often) Local Simple Account Simple Product or Service Low Budget < $2500
- 8. #SMX #24B1 @PPCKIRK SMB requires skill, since you can’t “just throw budget at it.” Month 1 Month 2 Month 3 Month 4 1,000 Visits 500 Visits 250 Visits
- 9. #SMX #24B1 @PPCKIRK Kirk Williams, @PPCKirk Blogger: Search Engine Land, Moz, PPC Hero, Wordstream, Klientboost Speaker: SMX, Hero Conf, Confluence Con, State of Search, SLC DMC Billings, MT
- 10. #SMX #24B1 @PPCKIRK “Worthless man.” My Mother- in-Law says I do PCP.
- 11. #SMX #24B1 @PPCKIRK “Worthless man.” My Mother- in-Law says I do PCP.
- 12. #SMX #24B1 @PPCKIRK “This is how we are going to rock at SMB PPC.”
- 13. #SMX #24B1 @PPCKIRK SMB PPC TIP 1 The slower the getaway car, the more important a good head-start. “It’s a setup! Step on it, Vinnie, drive!”
- 15. #SMX #24B1 @PPCKIRK Chuck Norris’ opinion (and mine): WHACK
- 16. #SMX #24B1 @PPCKIRK “Why, segment SMB Campaigns by Match Type, by jove.” MORE WHACKS
- 17. #SMX #24B1 @PPCKIRK Account Organization & Budgeting Separate Campaigns by Match Type (OK, with some SKAGS) for Budget Control
- 18. #SMX #24B1 @PPCKIRK Remarketing (more on this later) Display Remarketing Search Remarketing
- 19. #SMX #24B1 @PPCKIRK Bing Ads: USE IT
- 20. #SMX #24B1 @PPCKIRK Naming Campaigns: Avoid Confusion
- 21. #SMX #24B1 @PPCKIRK Naming Campaigns: Avoid Confusion
- 22. #SMX #24B1 @PPCKIRK So Remember: The slower the getaway car, the more important a good head-start.
- 23. #SMX #24B1 @PPCKIRK SMB PPC TIP 2 Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!”
- 24. #SMX #24B1 @PPCKIRK In SMB PPC, Budgeting Well is as Essential as…
- 25. #SMX #24B1 @PPCKIRK Tip 1: My SMB Automated Budget Rule Strategy Pause & assign campaign labels throughout the month
- 26. #SMX #24B1 @PPCKIRK My SMB Automated Budget Rule Strategy
- 27. #SMX #24B1 @PPCKIRK Tip 2: Shared Budgets: An SMB Win! ĂĽ Keep TOP (or big spender) campaigns separated ĂĽ Split Remaining Campaigns into Shared Budgets
- 28. #SMX #24B1 @PPCKIRK Tip 3: Investigate Shape (formerly Steadybudget) ĂĽ Not a paid ad J ĂĽ Pull in Google + Bing + FB to control *total* budget ĂĽ See projections
- 29. #SMX #24B1 @PPCKIRK Tip 4: SMB Budget Requests ü Don’t be a Google rep
- 30. #SMX #24B1 @PPCKIRK ü Don’t be a Google rep ü Use. Data. SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month Tip 4: SMB Budget Requests
- 31. #SMX #24B1 @PPCKIRK ü Don’t be a Google rep ü Use. Data. ü Make hard, realistic recos SCENARIO Monthly Budget: $2000 Monthly Leads: 100 Avg CPA: $20 (Lowest possible) Google: Missing 25% imp Est loss: 25 leads per month __________________ Suggestion: Raise to $2500 Tip 4: SMB Budget Requests
- 32. #SMX #24B1 @PPCKIRK So Remember: Budget Like You’re UnAmerican. “don’t buy stuff you cannot afford!”
- 33. #SMX #24B1 @PPCKIRK SMB PPC TIP 3 Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
- 34. #SMX #24B1 @PPCKIRK Keyword Targeting Prioritize [exact]
- 35. #SMX #24B1 @PPCKIRK Keyword Targeting Build out top terms into SKAGs
- 36. #SMX #24B1 @PPCKIRK SMB KW Research – No Monthly $$ Required!
- 37. #SMX #24B1 @PPCKIRK Remarketing Audiences SMB RLSA FTW
- 38. #SMX #24B1 @PPCKIRK Remarketing Audiences
- 39. #SMX #24B1 @PPCKIRK Remarketing Audiences
- 40. #SMX #24B1 @PPCKIRK 3 Reasons to Separate RLSA from Search Random bid modifiers = monsters 1
- 41. #SMX #24B1 @PPCKIRK 1 Random bid modifiers = monsters 2 Return customers ≠new customers 353% Increase in ROAS 588% Increase in CVR Shopping Client vs 3 Reasons to Separate RLSA from Search
- 42. #SMX #24B1 @PPCKIRK 1 Random bid modifiers = monsters 2 Return customers ≠new customers 3 Budget control, FTW 3 Reasons to Separate RLSA from Search
- 43. #SMX #24B1 @PPCKIRK Lists = User Behavior + Micro-Conversions
- 44. #SMX #24B1 @PPCKIRK SO REMEMBER Target Like Finn (100%) & Padme (84%), Not Stormtroopers.
- 45. #SMX #24B1 @PPCKIRK SMB PPC TIP 4 Report Like a Tattletale “your CPA rose inexplicably”
- 46. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 1: Your clients are busy. Don’t waste their attention with pointless metrics
- 47. #SMX #24B1 @PPCKIRK E.g., bounce rate = pointless metric.
- 48. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 2: Don’t Over-report Don’t waste your or their time with low budget weekly reporting
- 49. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 3: Make it Pretty They don’t have time to page through excel files.
- 50. #SMX #24B1 @PPCKIRK SMB Reporting Rule Number 3: Make it Pretty They don’t have time to page through excel files. kerpow
- 51. #SMX #24B1 @PPCKIRK My Reporting Tool Recommendation
- 52. #SMX #24B1 @PPCKIRK SO REMEMBER Report Like a Tattletale “your CPA rose inexplicably”
- 53. #SMX #24B1 @PPCKIRK So, can SMB PPC Really Work??? Are we destined to be outbid and outgunned buy bigger competitors?
- 54. #SMX #24B1 @PPCKIRK YES, SMB PPC can work, if we: ĂĽ Set up our accounts well ĂĽ Target accurately ĂĽ Budget Intelligently ĂĽ Communicate well
- 55. #SMX #24B1 @PPCKIRK Thank You! Slides + Links: zatomarketing.com/smb-ppc