Digital Unlocked The Value of Digital Advertising How

Digital Unlocked The Value of Digital Advertising How to Build Lead-Generating PPC Campaigns

What Are We Covering Today? • The value and benefits of digital advertising • What you need to build leadgenerating PPC campaigns • Questions

Paid Search (PPC) Platforms • Search: Google Ads/Bing • Display: Display Network, You. Tube • Social: Linked. In, Facebook, Instagram • Amazon • e. Bay

Google Stats • Every day 3. 5 billion searches on Google • 92% of users will pick businesses found on the first SERP (Search Engine Results Page) – page 1 • The volume of searches in Google increases by approximately 10% each year • 35% of the searches are for products • 34% of local searches with the “near me” keyword result in users visiting the actual store

Benefits of Using Paid Search S • Specific • Ads can be dedicated to particular objective: eg leads, sales, brand awareness, calls etc • Ads appeal to a warm audience – based on search behaviour • Ads can deliver against part of your sales & marketing strategy • Ads provide insights e. g. , competitors M • Measurable • Use with Google Analytics • Ads provide all customer data – demographic, location, search term etc. • Ads provide a map of your customer journey • Ads provide data you can use to retarget A • Achievable • Ads are an easy way to achieve objectives • Ads are not dependent on SEO • Ads and budgets are easy to start/stop • Google Ads interface is simple to use • Ads help you get results quickly and easily R • Relevant • Ad campaigns to deliver against objectives • Ads drive warm website traffic • Customers make informed decisions based off great ads and landing pages T • Timed • You dictate the times • Ads work within marketing calendars • Ads can be delivered in a timely way • Ads effectiveness can be measured by any field time/spend etc

Requirements Business Information Website Customer Avatar Call To Action Keywords

Business Information • Do you know profit, profit margin, cost per lead? • Good data in/out • Sales and marketing budget • Objectives

How Do I Determine My Budget? Profit Per Customer 1 - Profit Margin Conversion Rate Max CPC Using Profit = £ 400, 2% conversion rate and 20% profit margin £ 400 1 -0. 2 0. 02 £ 6. 40 In this case, you would spend £ 320 per conversion, based on 2% CVR Action – decrease CPC through Ad Rank and increase CVR through Quality Score.

Website • Technical aspects • Ecommerce • Service-related • Clear call to action • Keyword focus • Landing pages • Structure

Landing Page ‘Must-Haves’ Clear, clean navigation Clear to see it is an ecommerce site Home page clearly sets out its stall Image tells a story Strong call to action

Customer Avatar • Who is your target customer? • What are their interests and behaviours? • Sources of information • Build portraits and audiences

Customer Avatar – Target Decision Maker Demographic and location targeting Rugby interest, England fan? Twickenham geo Pension planning Parent Golf interest Brands he likes/visits

Customer Avatar – Target Information Gatherer Demographic and location targeting Fashion and grooming Football sites/TV Parent Brands he likes/visits

Build Custom Intent Audiences

Calls to Action • How do you want to be contacted? • Calls - tracking • Emails – follow up • Online sale - process • Contact form – standard response/text • CRM – clear process to manage leads

Keywords/Ad Groups Balers Sharps Balers Waste Balers Mill Size Balers Plastic Balers Recycling Balers Textile Balers Cardboard Balers Buy cardboard baler Cardboard baler hire Cardboard baler rental Rent cardboard baler Baler rental deals Baler rental near me Cardboard baler rental company Where to rent a baler

Keywords/Ad Groups Account Name Balers Sharps Balers Waste Balers Mill Size Balers Plastic Balers Recycling Balers Ad Groups Textile Balers Cardboard Balers Buy cardboard baler Cardboard baler hire Campaigns Cardboard baler rental Rent cardboard baler Baler rental deals Keywords Baler rental near me Cardboard baler rental company Where to rent a baler

Keywords/Ad Groups Negatives Farm balers Tyre balers Jobs How to… Tuition Longer tail keywords: “Baler” has far less purchase intent than ‘baler rental companies near me’ Keyword match types – exact match – the exact search term most conservative, most accurate search term Negative keywords

How To Improve Ad Rank & Quality Score

How To Improve Google Ads Quality Score

How To Improve Ad Rank & Quality Score Keyword Relevance Click Through Rate • Are you using search terms a keywords? • Negative keywords • Longer tail keywords • Geo located keywords • Pause poorer performers • How many times your ad was clicked vs how many times it appeared • Compelling ad copy in the space • Use Ad Extensions – be seen Ad Relevance • Keyword related ads • Use search in ads copy • Pause poorer performers • Historical performance Landing Page Experience • Loading time • Running fast? • Mobile friendly • Strong call to action • Image relating to keywords • Relevant, useful and original content

Make the Most of Google Ads ü ü ü ü Landing page Negative keywords Keywords/match types Use all parts of the ad Use all relevant ad extensions Target your audience by geo area Mobile first – try and put budget into mobile

Thank you Questions ros@dotwise. uk