Transcript PPC Advertising - Google Adwords

Chosen components of Online
Marketing – part I
2013/11/06
Sales Funnel
Sales Funnel
Sales Funnel
Attention
Interest
Desire
Action
Satisfaction
Sales Funnel
Attention
Interest
Desire
Action
Satisfaction
Sales Funnel
Marketing components:
SEM/SEO, Online Advertising, Content Marketing, Trade Shows….
(Web Analytics & Campaign Management)
Sales funnel optimization:
A/B, MVT Testing
Personalization & Segmentation
Lead Scoring
Lead Nurturing
Usability testing (UX)
Email Marketing
Marketing Automation
Contact Management (CRM)
…
Marketing Components
Marketing Components
Marketing Components
SEM – paid vs. organic search on SERP
SEM vs. PPC advertising
• PPC = pay per click, internet advertising
model, advertisers pay only when the ad is
clicked.
• PPC became common term
• PPC is more interactive, results-oriented
method compare to display advertising payed
by time period, number of visitors or
impressions
• SEM includes PPC, SEO & Linkbuilding
SEM (PPC) programs
• Search engines with SEM (PPC) programs
Google = Google Ads
Yahoo! and Bing = Microsoft adCenter
Ask.com
Baidu - China
Seznam.cz - Czech Republic = Sklik
Yandex - Russia
Rambler - Russia
Timway - Hong Kong
Onkosh - Arabic search - Middle East
Aýna - Arabic search - Middle East and North Africa
Leit.is – Iceland
SEM vs. PPC advertising
SEM – paid vs. organic search on SERP
SEM vs. PPC advertising
97% of Google’s revenue!
PPC Advertising - Google Adwords
Ad position is determined by AdRank
AdRank = Max. CPC
• MAX CPC (max bid) refers to the maximum bid you
designate that you're willing to pay for a given
keyword.
PPC Advertising - Google Adwords
Ad position is determined by AdRank
AdRank = Max. CPC x Quality Score
• MAX CPC (max bid) refers to the maximum bid you
designate that you're willing to pay for a given
keyword.
• Quality Score (0-10) is the grade Google gives your
ad
PPC Advertising - Google Adwords
Ad position is determined by AdRank
AdRank = (Max. CPC x Quality Score) x ad extensions and
formats
• MAX CPC (max bid) refers to the maximum bid you
designate that you're willing to pay for a given keyword.
• Quality Score (0-10) is the grade Google gives your ad
• Ad extensions – additional info/links giving customers
more reasons to click your ad
PPC Advertising - Google Adwords
PPC Advertising - Google Adwords
PPC Advertising - Google Adwords
If Mallory has quality score of 5 -> $.26
PPC Advertising - Google Adwords
• Quality Score
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Your keyword's expected click through rate (CTR): The expected CTR is based in part on the
keyword's past CTR, or how often that keyword led to clicks on your ad
Your display URL's past CTR: How often you received clicks with your display URL
Your account history: The overall CTR of all the ads and keywords in your account
The quality of your landing page: How relevant, transparent, and easy-to-navigate your page
is
Your keyword/ad relevance: How relevant your keyword is to your ads
Your keyword/search relevance: How relevant your keyword is to what a customer searches
for
Geographic performance: How successful your account has been in the regions you're
targeting
Your ad's performance on a site: How well your ad's been doing on this and similar sites (if
you're targeting the Display Network)
Your targeted devices: How well your ads have been performing on different types of
devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores
for different types of devices
PPC Advertising - Google Adwords
Keyword = “zimní pneumatiky“
PPC Advertising - Google Adwords
• Quality Score
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Your keyword's expected click through rate (CTR): The expected CTR is based in part on the
keyword's past CTR, or how often that keyword led to clicks on your ad
Your display URL's past CTR: How often you received clicks with your display URL
Your account history: The overall CTR of all the ads and keywords in your account
The quality of your landing page: How relevant, transparent, and easy-to-navigate your page
is
Your keyword/ad relevance: How relevant your keyword is to your ads
Your keyword/search relevance: How relevant your keyword is to what a customer searches
for
Geographic performance: How successful your account has been in the regions you're
targeting
Your ad's performance on a site: How well your ad's been doing on this and similar sites (if
you're targeting the Display Network)
Your targeted devices: How well your ads have been performing on different types of
devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores
for different types of devices
PPC Advertising - Google Adwords
PPC Advertising - Google Adwords
• Ad Extensions
Various types of extensions
PPC Advertising - Google Adwords
Basic ad extension:
the sitelink
PPC Advertising - Google Adwords
Location extensions
Offer extensions
PPC Advertising - Google Adwords
Call extensions
Application extension
PPC Advertising - Google Adwords
Ratings extension
Location extension
PPC Advertising - Google Adwords
Social annotations:
why google+ is important
Google Adwords
• The Google Network is split into the Search Network (which includes
Google and other search sites like AOL) and the Display Network
(which includes a collection of websites that have partnered with
Google display partners, YouTube, and specific Google properties, such
as Gmail).
Google Adwords
• Keyword-targeted
• Placement-targeted
Google Adwords
Devices:
Computers
Mobile Devices
Tablets
In 2014, half of Google’s searches will be
on mobile.
Only 5% of adwords clients are using
mobile ads.
Google Adwords
1. Focus on clicks: Cost-per-click (CPC) bidding
Automatic bidding (most clicks possible within daily budget)
vs. Manual bidding (maximum CPC bids)
2. Focus on conversions: Conversion Optimiser
3. Focus on impressions: Cost-per-thousand impressions (CPM) bidding
Google Adwords
3 types of interest-based advertising:
• Interest categories allow you to reach people based on their interests, such as
sports or travel, even when they visit a page related to a different subject on the
Display Network.
• Remarketing allows you to show your ads on Display Network sites to people
who previously visited your website and tailor your message to their specific
interest.
• Demographic targeting lets you reach people on the Display Network who we
think are associated with certain demographic categories, like gender or age
range.
Google Adwords
Interest categories
• reach people based on their interests as they browse pages across the Google
Display Network
• based on websites visited Google associate interests and demographics with a
visitor’s anonymous cookie
http://www.google.com/ads/preferences
Google Adwords
Google Adwords
Google Adwords
Google Adwords
Google Adwords
Remarketing
“97% of new visitors do not convert the first time they arrive at your site.”
Remarketing is a feature that lets you reach people who have previously visited
your site, and show them relevant ads when they visit other sites on the Google
Display Network.
Set up remarketing
1. Create remarketing list
2. Add the remarketing tag to your site
3. Add remarketing lists to an ad group
Google Adwords
Basic remarketing strategies
1) Reach all visitors to your website
• target group = (Homepage) or (Any page on your domain)
• Provide details of the offer, special offer, seasonal message… etc.
• Also efficient to use negative audience – talking to new people
2) Showcase different product categories
• target group = (Visitors of product category)
• Visitors of “Women Clothes” category get different ad than visitors of “Men Clothes”
3) Appeal to visitors who didn't convert
• target group = (Point 1) – (group of those who convert)
• Visit but not bought/ Downloaded but not installed the product
• Booking.com – next day: (viewed hotels) – those that you visited
Google Adwords
Basic remarketing strategies
4) Re-engage visitors with abandoned shopping carts (using custom combination list)
• target group = ("Shopping Cart" page) – (Order Confirmation)
• Offering a discount or other incentive
5) Up-sell or cross-sell to existing customers (complementary products, services or content)
• target group = (Order Confirmation of product A) – (Didn’t visit product B)
Complementary (Related) goods, services or content (whitepaper)
• WII console + Additional Remote Control - Nunchuck
6) Reach customers within a certain time period after they completed a purchase
• target group = (Order Confirmation) + time aspect (usually period)
• WII console -> after 30 not later than 90 days buys a next game/ Trial of software
Google Adwords
Google Adwords
Demographic targeting
• reach customers who’re likely to be within the demographic (=age, gender)
groups that you choose.
Google Adwords
Questions
?
Marketing Components
Sales Funnel
Marketing components:
SEM/SEO, Online Advertising, Content Marketing, Trade Shows….
(Web Analytics & Campaign Management)
Sales funnel optimization:
A/B, MVT Testing
Personalization & Segmentation
Lead Scoring
Lead Nurturing
Usability testing (UX)
Email Marketing
Marketing Automation
Contact Management (CRM)
…
*B2C versus B2B (Alza.cz versus Kentico.com)
*longer salescycle *complex product *N decision makers (Mazda.cz)
Lead Scoring
Lead Scoring
Lead Scoring
For example
100,000
10,000
100
Lead Scoring
For example
100,000
10,000
A/B testing
Lead Scoring
For example
100,000
10,000
100
Lead Scoring
10,000 leads, 5 sales reps -> 100 leads/day/salesman
Lead Scoring
1. Identify interesting leads and focus on them (lead scoring)
Lead Scoring
1. Identify interesting leads and focus on them (lead scoring)
2. Nurture rest of leads using automated processes (lead nurturing via
marketing automation)
Lead Scoring
Lead Scoring
10,000
Lead Scoring
10,0000
Lead
nurturing
Sales Funnel
Marketing components:
SEM/SEO, Online Advertising, Content Marketing, Trade Shows….
(Web Analytics & Campaign Management)
Sales funnel optimization:
A/B, MVT Testing
Personalization & Segmentation
Lead Scoring
Lead Nurturing
Usability testing (UX)
Email Marketing
Marketing Automation
Contact Management (CRM)
…
Lead Scoring
“Automated process of qualifying and segmenting leads on your website”
Lead Scoring
• Behavioral – identify the level of the leads’ engagement with your
company based on their activities, such as visited pages, downloaded
documents or submitted forms
• Demographics - identify the fit of the leads for your company based on
their profile values, such as location, job title or completeness of data
• Contextual – traffic source of the lead
Number of points
Lead Scoring
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Email
Phone
Company
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Country
Job title
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Number of pageviews
Repeated visits to website
Number of videos watched
Whitepaper download
Download of Trial version
Installation of Trial version
Newsletter Subscription
Lead Scoring
Rajesh Chanchad
Email: [email protected]
Phone: N/A
Company: N/A
Country: India
Job title: Student
Pageviews: 150+
Repeated visits to website: 8
Videos watched: 14
Whitepaper downloads: 2
Download Trial version
Installation of Trial version
Subscribed to newsletter
-------------------------------------70pts
Daren Smith
Email: [email protected]
Phone: N/A
Company: N/A
Country: Ireland
Job title: Web Developer
Pageviews: 20+
Repeated visits to website: 2
Videos watched: 1
Download Trial version
Installation of Trial version
-------------------------------------70pts
Josh Mosley
Email: [email protected]
Phone: +1 255 254 841
Company: Falcon Software
Country: USA
Job title: CTO
Pageviews: 10
Repeated visits to website: 1
-------------------------------------70pts
Lead Scoring
Rajesh Chanchad
Email: [email protected]
Phone: N/A
Company: N/A
Country: India
Job title: Student
-------------------------------------5pts.
Daren Smith
Email: [email protected]
Phone: N/A
Company: N/A
Country: Ireland
Job title: Web Developer
-------------------------------------20pts.
Josh Mosley
Email: [email protected]
Phone: +1 255 254 841
Company: Falcon Software
Country: USA
Job title: CTO
-------------------------------------50pts.
Pageviews: 150+
Repeated visits to website: 8
Videos watched: 14
Whitepaper downloads: 2
Download Trial version
Installation of Trial version
Subscribed to newsletter
--------------------------------------65pts
Pageviews: 20+
Repeated visits to website: 2
Videos watched: 1
Download Trial version
Installation of Trial version
--------------------------------------50pts
Pageviews: 10
Repeated visits to website: 1
--------------------------------------20pts
Lead Scoring – Two Scales
Explicit (Demographic) Scores
Show How Well the Leads Fit
Our Business
Phone Number
Company Name
Company Email Address
Country
Data – max 35 pts.
Implicit (Behavior Based) Scores
Show How Well the Lead Engages
with Your Business
10
5
5
0-15
Traffic source - Direct
Traffic source - External
Search
Traffic source - External
Search inc. "kentico"
PPC Search Network
Campaigns
Implicit Data - Behaviour at Website
Number of Visits to Website
Number of Page Views
Number of Page Views
Number of Page Views
Number of Page Views
Visit to the "Purchase" Page
Visit to the "Order" Page
Download of Assets
Internal Search
Kentico Newsletter
Subscription
Lead Nurturing Email Click
Video Play
Personal Demo Registration
Hosted Trial Request
Hosted Trial Actual Usage
Download Trial Version
Download Free Edition
Install of Trial or Free Edition
WWAG Installation
Webinar Registration
Webinar Attendance
Become a Partner
Partner Registration
Training Requests
5
2
3
5
4
6
8
4
4
10
25
10
2
Activities – unlimited pts.
10
5
1
15
15
15
15
3
15
10
15
10
15
10
15
Full list:
http://bit.ly/ourleadscoring
Lead Scoring – Two Scales
Explicit (Demographic) Scores
Show How Well the Leads Fit
Our Business
Implicit (Behavior Based) Scores
Show How Well the Lead Engages
with Your Business
Lead Scoring – Two Scales
Explicit (Demographic) Scores
Show How Well the Leads Fit
Our Business
Implicit (Behavior Based) Scores
Show How Well the Lead Engages
with Your Business
Lead Scoring – Two Scales
Explicit (Demographic) Scores
Show How Well the Leads Fit
Our Business
Implicit (Behavior Based) Scores
Show How Well the Lead Engages
with Your Business
Lead Scoring – Two Scales
Explicit (Demographic) Scores
Show How Well the Leads Fit
Our Business
Implicit (Behavior Based) Scores
Show How Well the Lead Engages
with Your Business
Lead Scoring – Two Scales
Explicit (Demographic) Scores
Show How Well the Leads Fit
Our Business
Implicit (Behavior Based) Scores
Show How Well the Lead Engages
with Your Business
Lead Scoring – Two Scales
Explicit (Demographic) Scores
Show How Well the Leads Fit
Our Business
Implicit (Behavior Based) Scores
Show How Well the Lead Engages
with Your Business
Lead Scoring – Main benefits
• Increased Sales Productivity (time effectiveness, frustration)
• Shorter Sales Cycle (sales focus)
• Increased conversion rate from qualified lead to opportunity
• Visibility down the pipeline (reliability of forecast)
• Measurable ROI of lead generation (quantity versus quality)
• Better understanding of your buyer personas and their customer journeys
• Better alignment of sales & marketing efforts
Questions
?
Lead Nurturing vs. Marketing Automation
“Lead nurturing is a marketing term for building relationships with potential clients
even if they are not currently looking to buy a product or service.”
“Marketing automation is the use of software to automate marketing processes”
Marketing Automation
Trigger type
Description
Contact
Activates the process for new contacts created in Kentico CMS. You can specify an
created
additional Condition that must be fulfilled for the trigger to start the process.
Contact
changed
Activates the process whenever the data of a contact is updated. You can specify
an additional Condition that must be fulfilled for the trigger to start the process.
Activity
Activates the process when contacts perform a specific activity on the website.
performed
•Select the Activity type that contacts must perform to initiate the process.
•You can specify an additional Condition that must be fulfilled for the trigger to
start the automation process. Use the Activity... rules to specify detailed
requirements for the trigger activity.
Score
Activates the process for contacts that exceed a specified score value.
exceeded
•You can specify an additional Condition that must be fulfilled for the trigger to
start the process.
•Select which score the trigger monitors using the Score name field.
•Type the Score value that contacts must reach to initiate the process.
Marketing Automation
Step
Condition
Description
Splits the process into two branches based on a condition. The process
automatically transitions to the next step according to the result of the
condition.
Multi-choice
Splits the process into any number of branches based on a set of conditions.
•If
First win
User choice
Wait
Finished
exactly one condition is met, the process automatically continues through
the given branch.
•If multiple conditions are fulfilled, designated users need to manually choose
the next step.
Splits the process into any number of paths based on a set of conditions. The
process automatically continues through the branch whose condition is met
first.
Splits the process into any number of branches. Designated users need to
manually choose the next step for each contact in the process.
Halts the process for a specified amount of time before continuing to the next
step.
Represents the end of the process.
Marketing Automation – 10 examples
1] Topic-oriented lead nurturing, trigger: content download
Marketing Automation – 10 examples
2] Increase sales readiness, trigger: achieving high lead score
Marketing Automation – 10 examples
3] Abandoned Shopping Cart, trigger: shopping cart
abandonment
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•
remind them of their forgotten purchase (“There is a giraffe left in your shopping
cart!”)
get valuable feedback on why they didn’t finish the purchase (“Not enough space for
a giraffe?”)
offer a special discount to your loyal, long-term buyers (“You were about to buy a
third giraffe – get it with free delivery now!”)
Marketing Automation – 10 examples
4] Upsell, Cross sell and Cycle-based sell, trigger: past purchases
and sales cycles
• Upsell: Offer new/better versions of what they purchased (suggest a
better, faster, stronger giraffe)
• Cross sell: Offer complimentary products to their purchase (e.g. the
parasite-eating Oxpeckers (tick birds) that hitch a ride on giraffes’ backs,
helping them stay parasite-free)
• Cycle-based sell: Offer products that are being purchased in a cycle (as a
Oxpecker’s life expectancy is lower than that of a giraffe, offer your
customers their just-in-time replacement)
Marketing Automation – 10 examples
4] Upsell, Cross sell and Cycle-based sell, trigger: past purchases
and sales cycles
Marketing Automation – 10 examples
5] After Sale Support, trigger: sales cycle stage
Marketing Automation – 10 examples
6] Customer Happiness, trigger: high or low Net Promoter Score
and sales cycles
Marketing Automation – 10 examples
7] Wake Inactive Leads, trigger: inactivity of leads
8] Highly Engaged Persons, trigger: certain lead score and
activities
Marketing Automation – 10 examples
9] Event communication automation, trigger: manually or event
registration
Marketing Automation – 10 examples
10] Employees Training, trigger: manual
Marketing Automation – Main benefits
• Increased productivity (time effectiveness)
• Increased ROI (higher income from current lead generation investment)
• Increased customer engagement
• Deepened and maintained positive customer relationships
• Increase market visibility and reach through multi-channel campaigns
• Better marketing and sales alignment
Tasks
• Set up two dimensional lead scoring system
– Prepare list of lead scoring rules for Explicit Data (Demographics)
• Consider having IP address and any data that you required from visitor using online forms
• At least 4 rules for this category
– Prepare list of lead scoring rules for Implicit Data (Behavior/Context)
• Which actions will be repetitive and will these have some overall point limit?
• At least 6 rules for this category
• Use at least one negative score
– Establish lead scoring groups and their labels
• How would you name the groups (cold, warm, hot)?
• What score level needs to be achieved in each dimension to reach the group?
• Design lead nurturing workflow to warm up your leads (=to make them
sales ready leads)
• Your workflow should have at least 3 steps excluding Trigger (start) and Finish (in this
case the Finish point is: Sale or Import to CRM)
Questions
Twitter: @petrpas
cmswire.com/author/petr-passinger/
Questions
Twitter: @petrpas
cmswire.com/author/petr-passinger/