growth marketing ppc advertising strategies san jose
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Hacking SEO and PPC: The Fastest Way to
Double Your Rankings and Traffic in 90 Days
JAMIE SMITHCEO
Campaign Watch
CLAYTON WOODFounder & CEO
IdentityLabs
WIFI: GMC2016 | PW: growth2016 |
#growthmarketingconf
BRENDAN BAKERSr. SEO Manager
Eventbrite
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Paid Media Hacking in a Mobile World
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Agenda
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• PPC to find profitable KW’s for SEO
• Paid Search Best Practices
• Analytics and Mobile Segmentation
• Competitor Insights and Tools
• Questions
• LIVE PPC audit
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Introduction
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About Me
Jamie Smith CEO, Campaign Watch
VP of Growth @ The Search Monitor
+ 19 years digital marketing experience
+ Speaker, Author and Blogger
+ Web Analytics company sold to Yahoo and sold agency
+ Web Analytics, PPC, Social Ads, Display, Re-marketing
Conversion Optimization, Mobile User Experience
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Since 1999 Clients we have worked with
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Experience: $56m PPC spend, 7.8B Impressions & 30m visitors
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It wasn’t easy, lots of mistakes and learnings over the years
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Why are you here?
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How to find a real competitive advantage
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PPC Strategy and Methodology
Visibility
Creative
Continuity
Conversion Leads, Sales, Profit…. Repeat, loyalty
Unique ads? Is the ad message speaking to user intent?
Am I visible for keywords and sites used by my customer?
Keyword > Ad > Landing Page Offer – User Exp.
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Marketing Wheel of User Journey
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Online
Off
line
Customer Buying Journey or Marketing Wheel
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User Journey Example
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Landing Page “Home Fire Alarm”
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Refine Search to “repair” and only ads above fold
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Landing Page Continuity “Home Fire Alarm Repair”
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Refine Search scroll below the fold
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Use Analytics to Drive Decisions
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Current % of mobile website visitors? Sources? Device type?
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Example: mobile 20% of traffic but only 7% of website sales
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Start with the data you have in Analytics
Mobile & tablet almost 40%
of website sessions
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Mobile Devices details
iPhone almost 30% of mobile users with lowest CR
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Mobile Devices details
First click shows 150% more conversions for PPC
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AdWords Advertising
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AdWords Structure
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Use PPC to find profitable keywords for SEO
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Keyword & Market Research
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Start with Search Suggestions
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Adwords Keyword Planner Tool
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Adwords Keyword Planner Tool
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New Adwords Keyword Planner Tool
(Est. Conv. & CPA)
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Use 3rd Party Tool
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Once ads live, metrics that matter
Conversions, Cost & CPA
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Mobile bidding on devices
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Mobile Devices will have the same bid as Computers and Tablets by default.
You can bid up or down by a %. A 100% bid DECREASE will turn off mobile.
Device & Mobile Bidding
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How creative can you be in 140 characters with expanded?
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Mobile Call Only Ads and Call extensions?
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Competitor Analysis and Insights
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How does my competition compare?
Visibility
Creative
Continuity
Conversion
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Competition Analysis: Visibility, Ads & Continuity
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Competitive Analysis Tools
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PPC Competitors
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Keyword Visibility Overlap / War Zone
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Start Monitoring “war zone” Keywords Desktop vs. Mobile
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Mobile Impression Share 11% less
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changes
layouts
often
Quickly
adjust Ad
position
Desktop vs. Mobile SERP Result
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Mobile shopping SERP Results
Limited space
above fold
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Google uses different
SERP’s for different
keywords
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Competitor Mobile Landing Pages
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Schedule Competitor Alerts
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Email Alerts to See What Competition is Doing
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How do you win the battle?
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Operation Camouflage
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Block IP Address
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Takeaways
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• 3 C’s
• Find profitable PPC keywords to
Invest in SEO & Content Marketing
• Google Analytics Insights to Make
Smarter Decisions
• Competitor Tools and Using Alerts
• LIVE PPC audit or Competitor Audit
CampaignWatch.com/GrowthMarketing
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Best Practices to Master Mobile
Landing Page Optimization
http://mkt.acquisio.com/Master-Mobile-Landing-Page-Optimization.html
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Connect on LinkedIn
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Questions?
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Live PPC Audit