Pay-Per-Click, It's Lead Generation in the Digital Age
Did you know businesses make an average of $2 revenue for every $1 spent on Google AdWords? That’s because paid search advertising delivers a powerful combination of targeting, segmentation and performance measurement. When paired with a call to action on a dedicated landing page, PPC delivers a top ranking ROI. Better yet, the data provided by PPC campaigns allows digital marketers to perpetually adjust and fine-tune performance to increase conversion while lowering cost per acquisition.
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Hi my name is Taylor Pettis and welcome to today's paid media webinar. This is a continuation in the Three Deep series covering various digital marketing topics. Today we're going to learn about pay-per-click from Carie Otto. We hope the presentation will be informative and interactive. To help make it interactive please share your comments and questions in the chat area of the webinar screen. I'll do my best to help Carie answer your questions during the presentation as well.
We're recording today's webinar and all of you will be emailed a copy following the event. If you like what you see and want to share with your friends or connections, please feel free to do so.
Now it's my pleasure to introduce Carie Otto. Carie leads the strategy, planning, and implementation for paid media campaigns at Three Deep Marketing. She's an expert in paid media and conversion rate optimization. Here’s Carie Otto.
Why are we here? Not only are we here to learn about the in’s and out’s of paid search and pay-per-click advertising, but also to see how pay-per-click might be effective for you and your business objectives. Starting out by taking a step back we want to look at how companies use digital marketing to meet their business objectives. In the B2B space the #1 reason people use digital marketing is to generate leads for their business. In the B2C sales it the top priority for digital marketing. You can see that general awareness building is trending down in terms of importance for online marketers. How can ads support that? The problem is that no one clicks on ads anymore, right? That’s what every marketer tells me everywhere. Whenever I hear this I think one of three things; 1) Oh my God! I’m going to lose my job. Nobody clicks on ads. 2) I’m sorry internet. The end is near. How can the internet survive without ads? 3) That’s just wrong. That correct response we will discuss later in this webinar.
If I’m going to lose my job or the end of the internet is near and I’ll lose access to all sorts of information, I might need to potentially brew myself a glass of beer to so I can get through the sorrows of those possibilities. When I go to Google and search for a home brewing kit online this is what the search results page looks like. Ads are on the top of the search results along with ads on the right hand side with both text ads and image product ads. The truth is, on this search results page with high purchase intent, meaning someone is searching to buy/purchase something, nearly 85% of the real estate on this search results page is overtaken by ads and almost two-thirds of clicks from searches with high purchase intent actually go to paid search ads. Ads really do dominate for these high purchase intent keyword searches.
Also, a lot of companies have spent a lot of justified time trying to rank organically for keyword searches, but even when you have high organic rankings, meaning you’re showing on that first page in those premium spots in the organic listings area, there are ads present on that page that you have to compete with. Remember when people have high purchase intent almost 85% of the share on that page goes to advertisers and you are going to lose some clicks on your organic rankings. Everybody knows that those top organic rankings have the most trust and the most engagement from users, but we can see that when paid ads are present on that search results page the top SEO results (Top organic listings) experience a clicks decrease of 30%. That means when paid ads are present there are stealing clicks from those top organic rankings and it can either be your competitor’s ads gaining that traffic or you can make sure you have a good strategy in place to have your own brand protection and presence on those pages.
Now that we are hopefully in an alignment that people are still clicking on ads, we want to dive into a little about what a pay-per-click ad really is.
One form of pay-per-click advertising is paid search. Paid search marketing means advertising within the sponsored listings of a search engine and only paying when your ad is clicked. This is huge! Traditionally media is always purchased either for a length of time (homepage takeover ad for the month of September) or purchased on an impression basis. (ex. We would charge you $20 to show your ad 1000 times. Whatever those rates may be that you’ve negotiated with a vender. In the pay-per-click methodology you’re still getting ad impressions, you’re still gaining awareness, you’re still getting visibility for your brand, but you only pay when someone is choosing to engage with your ad, your brand, your message. That can ultimately save you a lot of money in the long run, but you're paying for results instead of just impressions which really flips the scale for advertisers.
Now that we understand the benefits of paying only per click you can see we're going to look at what types of ads you can buy on pay per click terms 6:16
Number one and what will be the focus of our time together today is paid search ads. When someone goes out to Google or Bing and does a search for hotels in Minneapolis they are the ad placements that show at the top and the right hand rail of the search results page those are paid search ads. You can also buy display or banner ads on a pay per click basis with almost all vendors these days. Some sites will traditionally still sell media buys in a CPM or cost per impression format but if you're using a network like the Google Display Network you can negotiate your terms and pay only per click as well.
Remarketing ads. As I was looking for a hotel in Minneapolis, I bounced around and saw few different ideas about how I could spend my time on vacation in the Twin Cities and checked out a site called explore Minnesota. Later on as I was browsing the local news channel kare11.com, I saw ad for explore Minnesota on this channel. These are called remarketing ads. It’s where you visited site, didn't complete a desired action and then that brand continues to follow you around the internet as you continue your shopping or your search.
Another ad format to pay attention to that you can buy in a pay per click basis are video ads. The most popular site for video ads would be You Tube. You can show up get your ad to rank on the search results pages for YouTube or across the Google Display Network in a video ad format.
Lastly, social advertising. Places like Facebook, LinkedIn, Twitter you can get your ad to show in people's news feed or along the right hand side in a blended text and image format and only pay, again, when somebody chooses to engage with your ad as long as you've selected that as your payment type.
Back to the search engine results page, as were looking for those home brewing kits so we can get our drink away our sorrows as marketers if the Internet is dying and we're losing our jobs. We can see the paid search ads again here, this is on Bing for example instead of Google, but dominating the search engine results page. This is where really going to spend our time today is on these paid search pay-per-click ads.
How did all those ads appear on the search engines results page? There are a bunch of different advertisers who have entered into an ad auction and the judge of the auction is Google or Bing. Both Google and Bing have an algorithm that operates on a real time basis so say you're competing with two other advertisers to get your ad to show on that search results page, you enter a maximum cost per click you're willing to spend when somebody would click on your ad or engage with your ad. That is up to you and we'll talk about how you determine what those numbers might be. Another factor on determining if and where you'll rank on that search results page is your quality score. Quality score is really a measure of three key factors 1) Your click through rate so how often people have chosen to click on your ad when it was displayed on the search results page previously.
2) Your ad relevance meaning how well does the ad - that actual text ad or product ad that shows up on the search results page - how well does that mean users expectations how well does it align with the keyword query that they entered into the search engine and lastly
3) Your landing page experience so Google and Bing are really looking at once if click on this ad, what sort of page am I taken to. If I look for a very specific product like red high heeled shoes, are you just dropping me on your e commerce home page then I have to navigate all the way over to your red high heeled shoes page or are you taking me directly to a product page that feature is red high heeled shoes. That is a much better experience from a user’s point of view than the previous scenario.
Google factors together how willing you are to pay for a click and how strong of a quality score you have and determines in which order these advertiser's ads are going to rank on that page and if your quality score is too low and your bid is too low, you won’t show up at all.
Now that we understand a little bit more about paid search we want to figure out where it really fits in the buyers’ decision making process. The buyer path to purchase is not linear, it is incredibly messy and with the introduction of the second screen, the consumer browsing behavior is never ending call and your decision making process incredibly online behavior is just never ending. People not only find your ads on TV and in magazines anymore, now even when they are in a brick and mortar store, they are researching online, finding reviews for products, determining if they can purchase something online at a lower price than they could in store. They are quickly hitting up their friends and family via text message or social media to figure out if they have experience with these products or any recommendations. So the path to purchase is incredibly different for every person every time but, we do have some tools that can help us figure out online how that influence somebody's decision making.
So Google offers a great tool called Think with Google and it’s a customer journey to online purchase and you can look at people engage with different online media types as they make their purchase decision by industry. In this example, if somebody is looking for some sort of a training program, say in online marketing, they may find your brand on an ad on the display network early on in the process. Then they may go out the search engines and say looking for online marketing training. They do some sort of general search because they determined that they need to learn a little bit more about this. They go back to the search engines again, they are seeing ads, and organic listings though out this process. As they are getting closer to making a decision about where they may want to take this training through, hopefully they have stumbled upon your brand or your university earlier on in the process and now they're looking for you by name. They're looking for University of Minnesota -or wherever they are located- online marketing program and that's really going to stimulate this branded search where people are getting closer to making their decision
This path to purchase looks different on something like the home and garden industry, in this case you can see that organic search is more common early on. People are looking generally for specific answers to different questions and clicking on the organic search listings early on and doing some more clicking on ads as they move throughout the process of making their decision.
Moral of this story is that this is going to vary by industry but the overarching theme is that people search a lot of time before they make their decisions and you want to make sure you’re found when somebody looks for you, your product, your service, your solution.
We started the presentation by saying businesses use digital marketing to generate leads or sales. If you like revenue and you want to get started, make sure you're showing up on those search pages. What’s next?
The first thing is to do some discovery. You have to figure out what your metrics are for success. How are we going to baseline those metrics and figure out how to set some KPI's - some key performance indicators - that determine whether our online marketing programs, in this case, our pay per click program looks like a success.
Often times this requires you to have some sort of a workshop or whiteboard session with your leadership team or business unit managers who are going to be affected by these strategies that we are implementing. Then you really got to implement some tracking tools, something like a Google Analytics to help you be able to figure out how this supports your online marketing activities.
To dive in a little bit further, as you're considering a paid search campaign you can really determine with some level of certainty if it's going to generate a positive return on ad spend before you actually invest in it.
1) Set goals and metrics, we need to have something to
2) We can look at the marketplace trends
3) Factor in how well your pages work for you from both the website side of things or your landing pages that you've got running from a campaign perspective
The first thing we mentioned you need to do is really come up with some goals and objectives. You may have more than one goal that your pay per click campaigns can support but you really got all I know that the business level often times this is generating leads so how are we going to measure that goal we're going to set?
- We're going to look at number of weeds generated from both of web form perspective and a phone call perspective
- We're going to set some targets like we would like to see 50 additional leads per month and then we can also take this down one level further and look at what type of visitors, who is that person who's really going to help take our business to the next level and analyze how well our campaigns are reaching that specific user.
Once you got some goals that you can really go ahead and dive into some keyword research and a great tool for this starting out is the Google Keyword planner. This tool allows you to start with the same list of keywords which would be how you think people might be looking for you online or how you think people might be identifying and need that they have out there on the search engines. Maybe something like "I need a new pair of jeans" or "where is the best place to find t shirts?” Something very simple like that and what you can do as you can input just a few key word examples and the Google Keyword Tool will return a list of results to you that says when people search for those 5 ideas that you gave me they also search for these hundreds of other things. This really gives you a good view of how people are actually looking for your products in the market place. Then you can kind of aggregate those. You can group those together to say, "okay here's how many people are searching for my brand name", "here is how many people that are searching for my competitors" and then more specific or` more general category level searches like "distressed blue jeans".
The Google Keyword Tool will give you data about how often people are executing those searches and then you can layer and some business understanding to try to figure out how often are people going to click on my ad vs my competitors this can help you ultimately get to how much money you are going to need to put behind my ad campaigns.
Now to take that a step further, once you've got some idea of how often people are searching, how often they might click on your ad vs your competitor’s ads, this can help you come up with a return on analysis which can help you look at how much is cost per inquiry would be or how much is a cost per sale going to be for me on this advertising channel. This model really helps you answer the questions - does a line with my business goals? Am I going to hit my KPI target that I set in the previous example on that goal setting worksheets? How much budget do I really have to put behind this for it to pay off? What would it look like for me if I was able to generate another 100 leads per month, another 1000 sales per month, how does that affect my business?
Now that you have some of that discovery work done, you have some idea of your business goals, you've laid those out more clearly and you know what the keyword universe looks like, how people out there are searching for a business like yours the next step is to start to build your campaigns. This is the stuff that will help you get into that ad auction for Google or Bing to see you and place your ad on the search results pages.
As you're doing your keyword research it's really important to think about how you might structure a campaign. Google and Bing both reward relevancy. We talked about quality score a little bit earlier so just a kind of levels that each advertiser has an account with Google or with being so in this case with Google AdWords you have one account. Within that account you're going to have different campaigns per product line or service line for example if we are being e-commerce clothing shop we'll have one ad campaign for men's t-shirts and one ad campaign for women's jeans for example. Now within that women's jeans campaign, we're going to have subset or groups of keywords, ads, and landing pages that are all highly relevant to one another. One ad group might be light blue jeans and all the key words with there are going to be light blue jeans, light blue boot cut jeans, things like that so that when somebody searches for those keywords we can present them an ad that also talks about that type of product and if they were to click on that ad bring them into a landing page that's very focused on that specific product type that they were looking for.
Another ad group maybe something like dark jeans for work or something like that so those keywords ads and landing pages are going to be relevant to those keyword searches and also make sure that people are seeing the right ad for their search. Relevancy is key and the three key elements of relevancy are keywords, ads, and landing pages. This is informed by that keyword research that you did in the previous step.
Moving on once you got your campaign structure all outlined, you've taken some time to write some ads and you determine your destination pages within your site you're actually going to be ready to implement your campaigns. What this looks like it's actually launching those campaigns. Typically, we recommend that our clients start with Google AdWords because AdWords that have about 65 to 70% of the market share in any given industry and so we just did we roll out these campaigns first to Google AdWords because we can start getting some data right away, monitoring of success of those campaigns. Then once we have a good baseline of our launch on Google AdWords, we typically recommended that advertisers scale to Bing which is growing market share and potentially launching into additional types of ads - as we mentioned some of those are image or display ads - potentially summary marketing ads and then social if it's appropriate. It's important in the phase to be frequently monitoring your campaigns because now you're putting actual dollars behind your ads on the search engine and you want to make sure that they're performing as you expected.
In the optimization phase, you're going to be looking at you know how are people actually triggering your ad, what search queries are actually driving your ad to show on the pages, how are you ranking, are you showing up at the bottom of the right rail and you'd prefer to be in those premium position at the top of the search results pages. How can you change your maximum cost per click bid in order to rank a little bit better?
It’s important than this phase to note that there are a lot of tools that can help you automate some of those activities, especially with the bid management. It's important to remember that automation is only as smart as a person who programmed it and automation tools can only follow rules and not take a human perspective on things, so it is important to have a human led approach which is one thing we really value here at three deep.
So once you got 2 campaign up and running he start to see how your campaign is hitting or missing your goals that you set out for it to achieve. What we'd like to do is look at things in both a short-term and a longer term strategic perspectives. If we want to grow conversion - number of times people are converting to a sale online or filling out a lead form- if we wanted that to continue to grow month-over-month by X percent whatever it might be and we want the cost for each of those conversions to continue to decrease because which advertiser wouldn't both more volume and a lower cost per of lead or cost for sale - what strategies or tactics are we going to have to implement in order to hit those goals we're going to have to continue to refine our keywords, we're going to have to do you know launch them different ad test to see which one consumers respond two more frequently ad version a or ad version b. We're going to have to consider not only the account side of things that we can control within our Pay Per Click campaigns, but also the landing page or destination page that people are being brought to. It's important to weigh out what your strategies are to improve your Pay Per Click campaigns and just got to hold you accountable to making good solid progress month over month.
As marketers we're often judged based on how many leads we can drive or how much revenue we can impact. If you like either those things, I'd like to show you a couple of examples of clients who have had good success with pay per click advertising.
In general, more than half of marketers say that paid search is delivering not only an ROI positive return but a better than average return on investment and almost 90% say that paid is at their most measurable marketing channel. The number should actually be even higher because if your ads are not delivering a positive return on investment you have the opportunity to change your strategy on the fly on you should never be wasting money on page search and you can constantly strive for better results.
The fact that paid search is immeasurable digital marketing channel should be a hundred percent of advertisers because you can implement analytics tracking from impression all the way through to conversion rate on your site so that you can track every click every step in the purchase cycle for a visitor or a potential customer.
Let's look at how one of our current clients has been able to use paid search to drive some business results. This is a fitness company and their goal is really to attract new franchisees to open fitness clubs. They had some pay per click ads running when we took over their campaign on but they wanted to make better use of that budget. They were doing things the way that they always done and they wanted to get more impact from those marketing dollars. Our challenge was that initially when we took over the campaign if you think back to that model that showed the account level, the campaigns and the ad groups, in this case it was an arranged in in a logical way the ad groups did not makes sense because keywords that focus both on club membership, so people looking to try a fitness club, and people looking to launch a franchise business in the fitness industry we're all blended together. Somebody looking for a free trial at a club near them were seeing a start a franchise ad and being taken to start a franchise landing page. That doesn't make any sense, it's not a good experience for the user and it doesn't make sense for your brand either. This lack of relevance with something we really needed to solve. The solution that we put into place with the client was to
1) Restructure their campaign.
2) Pull out all the keywords, start from scratch and arrange them in a way that made sense a campaign for franchise acquisition and a campaign for membership growth. On the flip side we also do not forget about the destination experience and how critical that can be to the relevance equation and driving results. We created a stand-alone landing page for their main business goal which was to drive those franchisees and more leads in the franchise side of things. We create a landing page dedicated to franchisees
What happen when we did this?
We were better able to manage their budget across those two different campaign types, their two different business goals franchise acquisition and membership support, we're able to track goals and KPI's better at the segment level by business objective.
The real things the proof is in the pudding in terms of how many leads did they actually generate because of this effort they had more leads in total so both franchise plus membership leads grew. We had a 10% reduction in cost per lead and over 50% lift in leads for key business objective which was that franchise acquisition and those two things were accomplished just by making optimizations within the account restructuring, looking at the keywords, writing specific ads to people looking for something versus the other.
And then we are also able to impact conversion rates which is how many times people are actually filling out the lead forms or making a phone call from the landing pages. We are able to drive the number of times people converted up by over 60% and decrease the cost per lead almost 40% because of the new landing page that was implemented. So what does this look like in terms of business results? Well you can see a few months ago when we took over the account we are able to generate, that orange line is what you really want to pay attention to. More conversions, more times people filled out a lead form, and the relatively same cost. And when that new landing page was implemented, just a month and a half or so ago, when the time this graph was taken, that's when conversions really skyrocketed. So we were able to find efficiencies within the account, and then with the launch of that new page and much increased conversion rate, we are able to drive a lot better results for this client. Another example of a business success with paid search advertising is for a healthcare company. And this client of ours was really looking to get more new patients and the door without spending any more media dollars on paid search. They were spending a lot of money on irrelevant or really broad, really vague keyword searches and missing out on anything out on (31:26) ___________ because a lot of their money was being spent on irrelevant key words - they didn't have a very large keyword set so they weren't showing up for some of the more important terms, or people who were further down that purchase funnel, more ready to become a new patient. Again, a landing page that had a lot of distractions and black holes as well. So the solution we implemented for this company was to first, trim the waste ads spent in order to reallocate it towards additional keywords that could attract new consumers and new site visits and the second phase of that would be to write some new ads that would better engage somebody to engage with this company. Another thing that we did was launch their campaigns on Bing Ads. They had only been running on Google AdWords, but that leaves 30% of searches kind of missing from the equation so we scaled their campaigns to Bing Ads to capitalize on that additional market share and we were also able to launch a new landing page for this healthcare provider as well. So in this case, the proof is really in the pudding here so, when we were able to drop the cost per inquiry, or cost per new patient, down by almost $40 within the very first month just trimming that wasted ad spend. You see when we were working on account side optimization over those first six months or so, we were able to continue to drive down a lower cost per new patient while increasing the number of new patients coming through the doors for the same ad spend. And then when the new landing pages that were created by our team were implemented, you can see how much more dramatically cost per lead decreases again, or cost per new patient, excuse me, and the number of new patients grows exponentially. So at this point, if you're thinking "there may be a business case for you to invest in some paid search marketing in a paid per click purchase model, how do you get started?" There are a lot of free tools that can help you get started with paid per click advertising. In terms of conducting your keyword research, both Google and Bing offer a keyword planner and that will help you figure out how to get outside of the walls of your organization and start thinking about how are consumers actually looking for you. Another thing that is a good starting point is to look at your competitors engaging in the online marketplace - how are they using paid search to support their business goals. So one tool is SpyFu, you can see what your competitors' ads look like. You can also see approximately how much they might be investing in paid search marketing. Google Analytics has some competitive tools if you're opted into the competitive insights section. And also, if you have an AdWords account, there is a competitive intelligence report that's kind of interesting. If you are already managing campaigns, or once you launch your campaigns after you've built them out, AdWords Editor and Bing Editor are some great campaign management tools. They allow you to make good changes, add keywords, add negative keywords all in an offline environment, and then you can push your changes to the live version once you're confident that is the path you want to take. So just a little bit about us here at Three Deep Marketing, we manage a lot of dollars for our clients in paid search marketing, and all of our campaigns are managed by paid media strategists who have both Google AdWords certifications and Bing Ad certifications and we have a whole team of people here who are also certified in Google Analytics and Google tag manager.
Taylor: Thank you so much, Carie, for leading today's webinar, that was fantastic and I know that I learned a ton - I also want to thank people for attending. We do still have time for some questions, we did receive some throughout the presentation, type some more in if you have them. We still do have a few minutes for Carie to respond. And while you type in some additional questions, I want to make a quick announcement. We will be sending out a link tomorrow in addition to the recording of Carie's webinar because Carie and her team are offering free PPC audits for the first ten qualified companies. So if you're interested in some free tips on how you can increase conversion, or lower advertising costs, visit that link and see how you can have a chance at a free audit. We also do have another webinar on October 20th, again continuing our series of digital marketing topics so the October 20th webinar will include email marketing. One question that came up was, you talked a lot about keywords, are there any good tips you have for keyword research.
Carie: Sure, the one thing that we tend to do as marketers is we start to get so used to our organizational speak about our products and services that it can be hard to take a step back and think about how potential customers are really searching for us online. So one thing I would recommend as a starting point would be first, just have a whiteboard session with a couple of people in your organization to start to generate a seed keyword list. So, whatever the product might be, really just start to brainstorm, not just in your own brain, but with a few other people in your organization on how people might be looking for you online. Then, once you've got that starting research done, go ahead and take that keyword list and drop it into one of those keyword planner lists that we mentioned during the webinar today and that will help you get outside of your own walls, your own mind, and open up the doors to when somebody is going to Google, what are they actually typing in the search bar because the data really speaks for itself there.
Taylor: Ok, one more question that we had - I'm going to try to combine a couple different questions into one - so you mentioned Bing a couple different times. So in a world where we think that Google owns everything, you mentioned that Bing has about 30% market share. So the first question related to this is, any reasons related to related to Bing's increase in market share and then the next question I'm going to add on to that is there a change in demographics between a Bing user, or a Google user, or are they all kind of the same?
Carie: Great question. We hear from our clients all the time "I don't really like Bing, are you sure my clients are on Bing?" Well Bing does have about 30% of the market share - a little bit less - but Yahoo became the default search for Mozilla Firefox users in November of 2014 and this really helped the Bing ads marketplace gain a lot of ground. Yahoo's ads are actually powered by the Bing ads interface so they have a partnership there. When we talk about running Bing ads, you're not only running on Bing but also running on the Yahoo network as well. When that change happened in 2014, we have since seen Google share drop about 2.5 percent and the Bing and Yahoo share climb almost 3%. So it is making strides to be a more and more impactful search marketplace. The second part of that question was what’s the difference between people who search on Google and people who search on something like Bing. Bing users tend to have more education, they tend to be a little bit older - so they have more users who are 35+ than Google does - and slightly more women than men, and also on Bing, Bing users typically have a higher disposable income so depending upon what type of products you're selling, especially if you're selling more premium products, you're going to capture more homeowners who are searching on a home computer that has Bing as their default search engine. You're going to see a different response to your Bing ads than you are to your Google ads. There are some key demographic differences between the search engines. Also keep in mind that Bing is often the default search for iPhone users, especially in some of the more recent upgrades to the interface of your iPhone. That's also capturing more and more mobile users.
Taylor: Could you please give us some tips about writing concise ads?
Carie: When we are talking about using those 25 or 35 characters that you get in your ad that gets eaten up pretty quickly, something to do is to try to focus on triggering an emotional response from somebody who might see your ad on the search results page. A lot of times as advertisers, we try to get the keyword that somebody searched for in our ad over and over again, because when you're seeing ads on the SERP and there’s a keyword match, those words get bolded. The problem is that if all advertisers do that, your ad does not stand out. One tip I would recommend is to check out a resource by Perry Marshall - he is sort of an advertising Guru. He has this Swiss Army knife methodology in ad writing which can also be effective for headline for your websites. He talks about using relationships, imagery, and urgency to entice people to take action now, because users are only making a decision in a split second. So how do you trigger an emotional response? It’s not always a rational reason why someone clicks on an ad
Taylor: Could you talk a little bit about poor relevancy and give some tips to improve their relevancy
Carie: The way you can diagnose if your ad is irrelevant or highly relevant is actually by looking within your accounts. At the keyword level, you'll see a column that tells you how high your quality score is from a score of 0 to 10. 10 being the best and very hard to achieve except for brand type key words but anything under 5 is considered a poor quality score. The reason that you would be dinged for a low quality score would be maybe trying to get your ads to show for something really broad or potentially unrelated. If somebody looks for cats, if that is their search that they type into a search bar but you are really cat groomer or something like that, your ad, trying to show for just a general keyword phrase cat, is kind of inappropriate and Google's going to ding your quality score points for that because you can't be everything to everyone. If you're trying to run your ad on a general term like that you're not going to get a good click through rate which is an important factor that Google looks at when determining relevancy of an advertiser. Every time that user clicks on your ad that indicates of vote of confidence that you're going to show them something related to what they look for on your landing page after they click on your ad. That indicates relevancy that when users are clicking on your ads so if you have a historically low click through rate Google is going to penalize you for that. What that really means for you as an advertiser is that you're going to start paying more and more in terms of your cost per click because if you think back to the the judge and the advertisers in the auction, when you have a lower quality score you actually have to pay more for each click because the factor that Google uses to determine how much you have to pay is a blend of those two things both quality and bid.
As you look at the key word level within your account you can actually see why your keywords how high or low quality score. There's little bubbles you can hover over that tells you why Google has marked you as a poorly relevant ad for those different search terms and you can see if it's based on your click through rate, your ad's language whether it makes any sense for a user or not and the actual landing experience that they'll be brought to. So if you need to increase or flip around your poor relevancy, think about the keywords that you're bidding on, you may need to get out of those short tailed, broad, vague, keyword sets and focus more on some keywords that are highly related to your products or service. So another thing would be to write better ads. We talked about getting more people to click on your ads by writing something more emotional or could trigger urgency in somebody to take action when they see that ad. That's going to improve your click through rate and also increase your quality scores. And then lastly, not to be forgotten is to look at your landing page experience. Think about what part of your site makes the most sense to drive a user to depending on what keyword they were searching for.
Taylor: Do you have to develop landing pages, or can you direct the customer to existing content on your site?
Carie: The answer to this one is - it depends. Sometimes it makes sense to drive a user into your website, for example, if you're an e-commerce company and you already have some great pages, and when somebody is looking for a very specific product, absolutely, make your ad drive into that product page within your e-commerce environment where they can quickly add your product to their cart and check out. On a different example, if you're looking to drive leads for your business and you have a very specific b2b business model and you just dropped somebody off at a product page who searched for something general like financial software. Now you drive them to one random page on your website that has navigation across the top of the page, a search bar in the top right corner, may even have navigation on the left hand side. Each choice that you give a visitor on your page is going to reduce the likelihood they will take the action you want them to take on your page. So the more focused you can keep your pages, the better. Which is why we often recommend to our client that they do focus on creating standalone landing pages that don't have all of this navigation because each time you present someone with an opportunity to do something other than the call to action, you are going to reduce your overall conversion rate, your cost per lead and overall your campaign are not going to perform as well.
Taylor: Thank you Carie for taking time to present today. That's all the time we have today. Thank you all for attending, again we want to extend the offer that Carie's team has put forward. For the first 10 qualified companies, we will be doing paid media audits.
Carie: Thanks everyone.
Presented by: Carie Otto, Senior Paid Media Strategist
Carie leads the strategy, planning, and implementation for paid media campaigns at Three Deep Marketing. A graduate of the University of Saint Thomas, Carie is certified in both Bing Ads and Google AdWords. Using AdWords and Bing-along with Facebook, LinkedIn, and additional ad networks-Carie develops strategies to increase lead flow, e-commerce purchases, enrollments, or awareness for products and services all while maintaining a positive and ever-improving ROI. Before joining Three Deep, Carie was the Online Marketing Manager of Executive Education and Professional Development Programs for the University of St. Thomas, where she managed integrated digital marketing campaigns to garner enrollments and launched campaigns for professional development programs encompassing email, paid media, and social platforms. Carie also led the implementation of a lead nurturing program to track interested participants and developed strategies to convert them into registrations.