As 2015 comes to a close, you should be analyzing and evaluating your overall marketing strategy. What worked for you this year and what didn’t? How can you expand beyond the scope of what you’re doing now? In this webinar presentation, Founder of Optmyzr, Fred Vallaeys and Associate Director of Services at Hanapin Marketing, Jeff Baum, discuss 6 unique ways you can grow your PPC account in 2016.

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&HOSTED BY:
6 Unique Ways To Grow
Your PPC Account

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Presenters
• Frederick Vallaeys
– Founder of Optmyzr
– PPC Hero Blogger
– @siliconvallaeys
• Jeff Baum
– Associate Director of Paid Search at
Hanapin Marketing
– PPC Hero Blogger
– @jeffbaum71

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

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Programmatic

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Programmatic

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Programmatic

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Programmatic

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Site Tagged
Data
Collected
Audiences &
Lists
Automatically
Created
Ads Placed
Data Analysis
&
Optimization
Programmatic

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Programmatic

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Market Expansion

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Market Expansion

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Market Expansion

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Market Expansion
● We Spend 5+ Hours Per Day Online.
● Visit 10+ More Sources Before Converting.
● Advertising Mix Must Reflect This Dynamic.

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Yahoo Stream Ads: Ad Samples

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Yahoo Stream Ads: Ad Samples

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Yahoo Stream Ads: Benefits
● Unobtrusive: Native Ads Have
Same Look & Feel as Page
Content.
● High Engagement Rate.
● Highly Shareable Content.

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Yahoo Stream Ads: How to Set Up

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Market Expansion: Yelp!
● Local/Regional/National
Advertising.
● Ads Appear on Top of Results
Pages & Competitor Pages.
● Build Engagement & Drive
Conversions.

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Market Expansion: Yelp!

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Market Expansion: Yelp!

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Yelp! Ads: How to Set Up
● Upload sheet with location names, phone numbers, &
destination URL’s for action links on business page.
● CTA’s for any action links on your Yelp! business page.
● Bids: Based off suggestions Yelp! provides.
● Yelp! assigns business to category.

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Scale With Better Quality Score
“What gives you a longer term and even unfair advantage is having higher
Quality Scores [...]. In that case you’ll be paying less for the same click
while getting more in return.”
-Wijnand Meijer, iProspect
Better Quality Score Leads to:
• More entries into the ad auctions
• More impressions above the search results
• More impressions of ad extensions
• Eligibility to show ads with dynamic keyword insertion
• Lower prices for the same positions

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July 2015 Quality Score Update
“The most significant part of the change is that keywords without
traffic will now, by default, receive a score of 6, and Average for
the three components of Quality Score. Once keywords gather
enough impressions, scores will update about a day or so later.”

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QS 6 Is The New Normal
After the change, many keywords went back to QS 6

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The Correlation between QS and
FPB
In our analysis, 75% of
keywords with a change in QS
had no change to the First
Page Bid Estimate on the
same day.
If you use a Google Bid
Strategy that depends on ‘first
page bid’ or ‘top of page bid’
estimates, be careful!

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The Quality Score You See Is Not Linear
• Going from QS 4 to 8 does NOT mean your ad rank doubles
• Hence much of the published data on monetary impact is
incorrect…

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Decrease in CPC for 1 Point QS Gain

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Increase in CPC for 1 Point QS Drop
30

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How Long Before Google Has Enough Data?
In our analysis
we see that after
100 impressions,
there are fewer
QS changes
away from the
starting QS of 6.

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The Bottom Line on Quality Score
• Quality Score helps you understand how relevant
Google thinks your ads are.
• Use this knowledge to prioritize optimization efforts.
• Always try to achieve at least a QS 6 before resorting to
bid management.

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Scale With Audience Targeting
Scale your results by doing more with the existing
audience.
Segment your audience and promote your product with
the right message.
• Remarketing
• RLSA
• Dynamic Remarketing
• NEW: Customer Match

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Customer Match
Use CRM data to target or bid your AdWords campaigns

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Segment Your CRM Data
Interesting Segments For SaaS
• Engaged users
• Users slipping away
Interesting Segments For Retail
• Big spenders
• Shoppers who return a lot of
items

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Create a New Remarketing List

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Apply The List to Campaigns

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The Bottom Line on Audiences
• Build several audience lists, including some based on
your CRM data.
• Set different bids for different audiences.
• Show different messages to different audiences.

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Customer Match For Lead Generation: Case Study #1
● Education Client: Emails collected when web forms
are filled out
● Next stage of funnel is to move prospect to
schedule an interview.
● Create workflow that allows prospects to schedule
their interview and route to appropriate campus.
Build landing page to support.
● Use customer match to target prospects that
haven’t scheduled an interview.

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Customer Match For Lead Generation: Case Study #2
● Client: Combination of e-comm & lead gen.
● Customer match did not work initially.
● Solution was to implement RLSA audiences with
customer match. Went from 0 conversions to
incremental volume at $30 per lead.

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Customer Match For Lead Generation: Key Learning’s
● Know what the next stage of the process is.
● Use customer match to facilitate moving prospects
down the funnel.
● Build a workflow to support it.

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Scale With Structured Data
Managing ads for many services and products with
constantly changing prices and promotions can be
extremely time consuming. Structured data helps you
automate some of the management.
• Ad Params
• Business Data
• AdWords Scripts
• Countdowns

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Ad Params
{param1:default} and {param2:default} have been around
for a long time but the only way to update them is through
the Ads API or an AdWords Script.

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Ad Customizers
Ad Params
Business Data
Countdown

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The AdWords Scripts Way
Ad Params
Business Data
Countdown
Source: http://www.optmyzr.com/scripts/automate-ads-from-spreadsheet/

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Countdown Timers
Automatically add a sense of urgency to your ads

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The Bottom Line on Structured Data
Determine what level of automation you need and how
much you are willing to invest upfront in creating a
process.
• AdWords has free and easy to use solutions like DKI,
Countdowns, Ad Customizers.
• AdWords Scripts are harder to build or must be
purchased but they offer more customization.
• AdWords API is the hardest to build but will work for
any size account.

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Try Optmyzr
Try the best PPC Management Software free
for 2 weeks. Plans start at $129 / month
www.optmyzr.com

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Optmyzr Feedback: support@optmyzr.com