#thinkppc

&HOSTED BY:

6 Killer PPC

Conversion Tactics

You Need To Try

#thinkppc

Presenters

• Brendan Jackson

– Director of Marketing at DialogTech

– @DialogTech

• Angelo Tsakonas

– Search Marketing Team Lead at DialogTech

– @DialogTech

• Jacob Fairclough

– Senior Account Analyst at Hanapin Marketing

– @RealSecretJake

#thinkppc

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

#thinkppc

Live Poll Question #1

How long have you been in PPC?

#thinkppc

A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

#thinkppc

Live Poll Question #2

How do you manage your PPC account(s)?

#thinkppc

a) I’m part of an in-house PPC team.

b) I do all the marketing myself including PPC.

c) I work with an agency.

d) I’m a consultant.

#thinkppc

1. Dynamic Search Ads

Take advantage of your top pages

Dynamic Ads Create Titles and URLs based on queries

◉Targeted by page, category, etc.

◉Google will then match relevant queries to your targets

◉You still maintain query control

◉Fill in the gaps of your existing campaigns

◉Clicks are much cheaper than standard ads

#thinkppc

1. Dynamic Search Ads

Taking Dynamic Ads to the Next Level

Further Optimizations

◉Exclude your existing keywords

◉Use SQRs to find new keywords or expansion opportunities

◉Layer a remarketing list over your DSA campaign.

#thinkppc

2. Outside of the Search Engine

Other PPC Platforms

You aren’t stuck with SERPsOther platforms let you reach customers at different points whether it’s in their inbox

or social media.

◉FaceBook

Remarketing to your e-mail list

Targeting based on occupation

Similar users

#thinkppc

2. Outside of the Search Engine

Gmail Sponsored Promotions

Advertise to users in their GMail inboxes.

◉Multi Step Process

Users can take actions via the inbox and see expanded ads.

◉Target Users by,

keywords

domains

age

interests and topics

#thinkppc

3. Call Attribution

Tracking where your phone calls come from can be one of the most important

tactics you use as a marketer. Calls are often the most important lead or inquiry

type and over half of mobile searchers are likely to call you.

◉Track calls to the Campaign, Adgroup, Ad, and Keyword that drove

the visit

◉Report on calls as conversions within Google Adwords

◉See calls as events and goals within Google Analytics

#thinkppc

3. Call Attribution

#thinkppc

3. Call Attribution

#thinkppc

Live Poll Question #3

Do you track calls from your Paid Search efforts?

#thinkppc

a) Yes

b) We used to, not anymore

c) We’re investigating a call tracking solution

d) No

#thinkppc

4. Conversion Segments

You want to completely understand how paid search is converting. This should

include the conversions or purchases that were assisted by your paid search

efforts.

◉View conversions from paid search based on first touch vs. last touch

◉View conversions from other channels that were “assisted” by your

paid search efforts

◉Get full credit for all conversions/leads generated by your paid search

efforts, regardless of where in the funnel your visitors are

#thinkppc

4. Conversion Segments

#thinkppc

4. Conversion Segments

#thinkppc

5. Targeted Remarketing Lists

The more targeted your remarketing efforts the more likely you are to see

conversions. Building custom lists using conversion data can be a highly effective

tactic to boost conversions.

◉Highlight specials and promotions for visitors who have already

converted at top of funnel to boost lower funnel conversions

◉Create targeted campaigns to generate referrals from recent users

that converted on your site

#thinkppc

5. Targeted Remarketing Lists

#thinkppc

5. Targeted Remarketing Lists

#thinkppc

6. Finding New Audiences

Take advantage of Google’s Data

Using specialized audiences expands your reachYou can remarket to users in your sales process but also find new ones by

utlizing AdWords advanced audiences.

◉In-Market Audiences

◉Affinity Audiences

◉Custom Affinity Audiences

#thinkppc

6. Affinity Audiences

Find Customers Like Yours

Expand your reachUse these audiences to find new customers in your demographics

○Think of these are your broad reach campaigns

○These are users with similar patterns of behaviour and interests

○To control the wide reach

■ Layer with other targeting such as keywords

■ Use custom audiences based on URL bundles

■ Use conservative bidding options to control costs

○Remarket to these users through your standard PPC campaigns

#thinkppc

6. In-Market Audiences

Find Customers Ready to Buy

Show Ads to Customers in the Final StagesThese audiences contain users who are close to making a purchase

○These campaigns trade reach for specificity

○Rather than just an interest, these users show intent

○These are valuable customers you want to reach

○Look to this audience for direct conversions.

#thinkppc

PPC Retainers

Need some assistance for your PPC? We offer on-going and one-time retainers.

Learn More:

http://www.hanapinmarketing.com/ppc-retainers/

#thinkppc

Live Q&A Time!

#thinkppc

Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

DialogTech Feedback: bsymes@dialogtech.com