Paid Advertising: 10 Tips to Win
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See more at www.insivia.com. These days, with so much competition in the digital marketplace, it’s important to have effective PPC and advertising campaigns that are planned and executed well. So many businesses just hemorrhage out cash without seeing the results they want. In this seminar, Insivia founder and CEO Andy Halko explains how you can improve ROI from PPC and paid advertising. You will learn how how the bidding process works, what a quality score is and why it impacts your PPC, and how to create retargeting ads that drive conversions.
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Paid Advertising: 10 Tips to Win
- 1. Andy Halko @andyhalko PAID ADVERTISING TEN TIPS TO WIN Insivia @insivia
- 2. THINK SMART .ACT BOLD. We help businesses scale. DIGITAL BUSINESS Engaging prospects, customers, partners, employees, candidates and investors through digital solutions. Websites + E-Commerce + Portals Interactive + Apps Video + Animation STRATEGIC CONSULTING Organizational vision, lead generation strategy & campaign development to drive top line growth. Market + Audience Analysis Vision + Strategic Development Training + Education INBOUND MARKETING Lead generation and referral tactics built upon expert strategies and focused on constant improvement. Tactical Planning Marketing Campaigns Conversion Optimization
- 5. HUGE OPPORTUNITY EXISTS STRATEGY IMPLEMENTATION OPTIMIZATION Where most people stop working or quit.
- 10. Conversion is the game changer. Spending money sending people to a place that won’t get results is throwing away money. $800 To Get 1000 Visitors: At 1% 10 Conversions / $80 per conversion At 4% 40 Conversions / $20 per conversion
- 11. Track Everything Tools like HotJar allow you to track detailed performance like form progress. Look at: ● Bounce Rates ● Exit Paths ● Scroll Depth ● Form Progress
- 12. A/B Testing Get Real Data For What Is Working
- 13. Use Lots Of Landing Pages Ensure that you use focused landing pages for each campaign.
- 15. Adwords Grouping Make Campaigns and Ad Groups granular to understand what’s working and what’s not.
- 16. Display Placements A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit.
- 18. Tip 4 MATCH THE TEMPERATURE TO THE CHANNEL & OFFER
- 19. Cold Doesn’t know they have a need for your product or service. Warm Has a need and your product or service fits, but don’t know you. Hot Knows your brand or product name.
- 20. The Offer Must Meet The Temperature If the offer or action is to strong, your click-through rate will suffer. Social Ads targeted at an audience, need low barrier offers. Problem Searches are typically warm. Brand or Product Searches are hot and can have stronger CTAs.
- 21. Tip 5 YOUR QUALITY / RELEVANCY SCORE MATTERS A LOT
- 22. Google calculates a quality score on every search.
- 23. Tip 6 TEST DIFFERENT CTAS And Kill What Doesn’t Work
- 24. Create a Wide Range of Ads At First Typical Components The Headline Subline Image Call To Action Text Audits identify 80% of hidden issues. GET YOUR AUDIT Audits identify 80% of hidden issues. FREE AUDIT Audits identify 80% of hidden issues. WEBSITE AUDIT Get instant ROI with a Web Audit. See how ABC increased results by 40%. Free audit to find website issues. GET YOUR AUDIT FREE AUDIT WEBSITE AUDIT
- 25. Tip 7 TRACK FOR SALES, NOT JUST CONVERSION
- 26. Look At These Conversions Boss! Key Phrase 1 Key Phrase 2 $5 / Click $5 / Click 50% Conversion Rate 25% Conversion Rate 2 Clicks Cost $10 for 1 Conversion 4 Clicks Cost $20 for 1 Conversion Key Phrase 1 looks awesome at $10 per lead.
- 27. Whoa Boy. The sale is what matters. Key Phrase 1 Key Phrase 2 $5 / Click $5 / Click 50% Conversion Rate 25% Conversion Rate 2 Clicks Cost $10 for 1 Conversion 4 Clicks Cost $20 for 1 Conversion Key Phrase 2 costs us half as much to close a sale. 25% Close Rate $100 Cost Per Sale 50% Close Rate $50 Cost Per Sale
- 29. Don’t pay for clicks you don’t want or throw off your data. Glasses Search Word You Set Wrong Searches Driving Clicks Wine Glasses Walmart Glasses You Sell Glasses (premium brands) Negative Search Words To Stop Ads -wine -walmart
- 31. Use remarketing for specific campaigns or pages. Visits FREE AUDIT Landing Page 8 of 10 sites are losing 97% of visitors in 10 seconds. GET AN AUDIT Stop losing customers today. GET AN AUDIT Audits identify 80% of hidden issues. GET YOUR AUDIT Joe saw an increase of 25% conversion. SEE JOE’S AUDIT STORY Visits VICTORIAN LAMP Page Upgrade your living room style. BUY THE LAMP Free Shipping Today Only! GET FREE SHIPPING A full line of victorian lamps. SEE OUR LAMPS Lighting to read by. SEE LIGHTING SOLUTIONS
- 33. Use remarketing for specific campaigns or pages.
- 34. 10TIPS 1 HAVE A STRATEGY 2 CONVERSION MATTERS 3 KEEP YOUR CAMPAIGN GRANULAR 4 MATCH THE TEMPERATURE TO THE CHANNEL & OFFER 5 YOUR QUALITY / RELEVANCY SCORE MATTERS A LOT 6 TEST DIFFERENT CTAS 7 TRACK FOR SALES, NOT JUST CONVERSION 8 USE NEGATIVE KEYPHRASES 9 REMARKETING WORKS WHEN FOCUSED 10 BRANDED CAMPAIGNS AREN’T ALL BAD
- 35. WE JUST SCRATCHED THE SURFACE WHAT QUESTIONS DO YOU HAVE? Andy Halko @andyhalko Insivia @insivia Get the slides at insivia.com/seminar/