Smart Partner Marketing Workshops

Smart Partner Marketing Workshops
Trainer Guidance See the Presenter Guide for class / workshop setup Add the presenters name(s) to this slide Smart Partner Marketing Workshops

Build Your Web Presence with Pay-Per-Click Advertising
Trainer Guidance Discuss goals for this workshop Ask students: What are your goals? What do you want to accomplish? Also describe your goals for the students Our goals? Help partners’ increase their marketing skills to flourish in the cloud era Build Your Web Presence with Pay-Per-Click Advertising

How to use this workshop
Trainer Guidance Describe workshop event to students Draw their attention to the workbook The worksheet will be used on your own off-line You will need input from your staff Class learning & practice Workbook after class You’ll use the worksheet after the class to create your PPC campaign fitting into your overall marketing plan. You will want to get input from your staff to complete the worksheet activity. The information you derive will help complete a piece of the information needed to optimize your marketing efforts. Digital marketing skills

Topics in this workshop
Trainer Guidance Discuss goals for this workshop Ask students: What are your goals? What do you want to accomplish? Also describe your goals for the students Our goals? Help increase partner’s marketing skills to flourish in the cloud era Topics in this workshop Online marketing basics Pay-per-click (PPC) advertising concepts PPC campaign sequence PPC bidding PPC budgeting Optimize and measure results PPC best practices Types of PPC ads Social media advertising Our second major topic in Building Your Web Presence is Pay-Per-Click advertising or PPC. This is a technique to get your site listed on the first page of an online search. Whereas Search Engine Optimization or SEO is focused on gaining that position organically, PPC is simply about buying that position. PPC is also sometimes referred to as Search Engine Marketing or SEM. PPC can take several different forms. The major search engines, Bing and Google, provide platforms that support a variety of pay-per-click advertising. The major social media platforms, including Facebook, LinkedIn and Twitter, also support pay-per-click ads. These social media platforms support the ability of the advertiser to target their ads toward individuals who are likely to be interested in their product or service. Doing this properly, however, can be tricky. A lot of money in pay-per-click gets wasted due to incorrect targeting.

Online marketing basics

Online marketing basics
Trainer Guidance Introduce the topic Ask students how people find their websites Ask how many generate sales leads from their site? Your website is your marketing hub The goal is to drive qualified traffic to your website and convert them into leads or sales Let’s see how to do that Today we’re going to talk about how to bring relevant visitors to your website and convert them into leads or sales. Were going to assume that you already have a website and that it is worthy of attracting qualified prospects and able to engage them. As you can see in this diagram, there are many ways to attract visitors to your site. We are going to focus today on those that are most commonly used and effective.

The web is a very crowded place
Trainer Guidance Ask students how many pages deep do they navigate in a search before changing their search terms? One? Two? Three? The first page of search results generates about 90% of the resulting web site traffic 3.6 billion web users Doing 4 billion web search queries daily The web is very crowded. There are about 3.6 billion web users worldwide who conduct about 4 billion daily search queries against the approximately 1 billion web sites in existence in Your goal is to be one of the sites that appear in those searches. And not just to appear, but to appear on the first page. About 90% of all resulting traffic to websites from search comes from the first page of search results. With so many websites, it may seem to be daunting or even impossible to gain the coveted first page, but it’s not impossible. One method to get to the first page is to use Search Engine Optimization (SEO) techniques. That’s the free and organic method. The other method and the focus of this workshop is to use pay-per-click advertising (PPC) methods, whereby you essentially buy your way to the first page. Against 1 billion web sites

Pay-per-click advertising concepts

PPC ads appear in response to online searches
Trainer Guidance You use keywords in SEO to improve your websites visibility in search. With PPC you use keywords to display an ad in response to that search. Keywords are the phases and terms used in searches Accounting software for dental offices Digital asset management Outsourced IT services for small businesses in Phoenix Each keyword has a “cost per click” Expressed as a bid price to get on first page and top of page The more popular a keyword, the higher the bid price You only pay for clicks Not for ad being displayed For all searches, keywords are the most basic building block and determine your primary ranking in search results. For PPC, each keyword has an associated cost per click. These vary by search engine. The ad tools in search engines, like Google and Bing, will show you the recommended bid price for getting your ad on the first page. However since there are others bidding for the same keywords, the higher the bid, the better your chances of being higher up in the paid ads section of the page. The more popular a keyword, based on the number of monthly searches for that keyword or phrase and other people bidding for it makes it more expensive. Since this a competitive bidding process, you may be outbid and your ad may not run and may not show up on the first page. However, price is not always the determining factor in your ad placement. We’ll cover this more later in this session. You bid against other advertisers using the same keyword, so in general, higher bids help get your ad to display in more desirable locations on the search results page. Remember – you only pay when somebody clicks on your ad – and only up to the amount of your bid and daily budget.

Search engine results page
Trainer Guidance Define search engine result pages PPC Ads In this example, a search for SEO services for small business in Houston resulted in this page All major search engines such as Google and Bing display search results pages where web pages are shown and ranked based on what the search engine considers most relevant to the user. The search engines are responding to the keywords and phrases the user has typed in the search box. If a page on your site has the same keywords and phrases in its content that the user entered, you have a better chance of showing up in that search. The higher up you appear in the search results page – at the top of page 1 for example – you’re much more likely to get clicks and therefore visitors to your website who are interested in those topics. Note in the example displayed the Pay-per-click ads appear at the top and sometimes on the side “rails” of the results page, while organic SEO driven results appear below. In this case there are 4 paid ads. Note that they are designated by the word Ad. People tend to click on organic listings when they are doing initial research on a particular topic, product, or service. However, once they have decided to make a purchase, they’re much more likely to click on a paid ad. In PPC, the advertiser pays when someone click on their ad. SEO is a long term, slower process. Pay-per-click is a faster strategy. You should definitely consider PPC for short term results, but it is also a completely valid long term strategy, as long as you measure results and see that they pay for themselves.

Pay-per-click advantages
Trainer Guidance This is the theory of why to consider PPC advertising More control of prospect experience Appears top of the search results Tailored ads to your target market Kick-start lead generation engine It used to be that pay-per-click campaigns were only for beginning marketers, those releasing a new product, and those with no search engine placement on the first page of a Google or Bing search. Times are changing and marketers are adding PPC to their overall marketing mix. One major reason for this is that a PPC campaign gives the marketer more control of the prospect’s experience. As an example, pay-per-click ads appear at the top of a search results page, the ads can be tailored specifically to a targeted audience, with the prospect directed to a special landing page with a form to capture information about the visitor. PPC can kick-start your lead generation engine. As you gain success with PPC results and add more content that is specifically focused using your keywords, you will gain higher organic page ranks for your site’s pages. Over time you may reduce your PPC spend and rely on SEO organic results or continue using PPC.

Where should you place ads?
Trainer Guidance Emphasize that they need to use the search engines that will generate the results they need Google has roughly 70% of the search market Bing & Yahoo together have most of the rest When deciding where to spend your investment in PPC, most people have Google on the top of their minds, which makes sense. This is where you should place your ads first. However, it’s important to keep Bing and Yahoo in mind, too, since 1 in 3 searches are done on the Yahoo Bing network in the US. Bing ads have proven to offer lower costs per clicks (CPCs) and targets a more affluent, better educated and more ready-to-buy audience in most verticals.

PPC campaign sequence

PPC campaign sequence Trainer Guidance
These are the main steps in setting up a PPC campaign Define your goals Decide number of ads & budget Develop calls to action Setup landing pages Create your ads Determine keywords A campaign is a collection of ads, associated keywords, calls-to-action, and landing pages on a single theme. This is part of your go-to-market strategy. Start by defining your goals for your campaign. What do you want to happen as a result of the campaign? As an example, are you focused on generating leads for your accounting solutions for dental offices, hospitals, and medical clinics? Decide on the number of ads that would be best to focus on your goals. Based on the example of accountings solutions tor dental office, hospital, and medical clinics, you should have at least 3 different ads, each one specifically targeted for each type of business. In the process of setting up your campaign, you will set a daily campaign budget and bid amounts for your keyword selections. Generally the higher your bid amount the closer you will be to the top of the paid ad sections of both Google and Bing. Both search engines supply suggested bid amounts for desired positioning, for example getting on the first page of paid ads or the bid amount to be the top selection. We will talk more about bidding and budgeting after this overview of the campaign sequence. Determine what keywords are best to support the relevance of your ads to your target audience. Both Bing and Google have excellent tools to help you decide which keywords to bid on to display your paid ads. For each ad, you’ll need to develop a call to action and a landing page to gather prospect information and to fulfill the call to action offer. Finally create your ads using the keywords appropriate for each goal.

Strategy: Which keywords to use?
Trainer Guidance These are good tips about keywords Look at keyword variations May have significantly different monthly searches and costs Use specific rather than vague phrases Accounting software = many searches / expensive Accounting software for small business in the UK = fewer searches / less expensive Goal is high quality leads for your business The more specific the term the more likely the lead is your target market Consider including / excluding keywords When selecting keywords for your PPC ads, you want to use specific keyword phrases or what are called long tail keywords. Accounting software is a broad keyword that will have many monthly searches. That’s great but that also means there is a lot of competition for that keyword making it very difficult to appear in the first page of the search results. It also may results in a lot of clicks from people that are NOT your target audience. But a more specific phrase such as accounting software for small businesses or accounting software for dental offices is targeted to your audience. It will have fewer searches, but will also have less competition. Since the goal of using PPC is to generate high quality leads at a cost you can afford, you want to use very specific keyword phrases that describe your exact target market. Why spend a lot of money competing to get on the first page when the possible resulting click may not be an appropriate lead for your business? Keyword variations are very important. If, for example, you sell Sport Utility Vehicles but everyone is searching using the phrase SUV, you may not get found. Plurals and other variations are also important. Variations of keywords may have significantly different monthly searches and costs. You can also specifically include or exclude terms to help narrow the focus even more. Let’s say your area of expertise is Accounting for small general businesses but specifically does not apply to manufacturing firms. If you specifically exclude the word manufacturing, you won't appear in searches that contain that word.

Example: researching keywords in Bing Ads
Trainer Guidance This is an example of the Bing Keyword tool This is a screen shot of Bing’s Keyword research tool. When researching keywords, you can see the bid cost to potentially have your ad on the first page. Google has similar tools. As we will discuss later, a higher bid does not guarantee your ad will show even though your keyword was searched. Your ranking is also determined by, among other things, the relevance of your ad and landing page.

Trainer Guidance Allocate minutes for this activity Individual activity Identify keywords and keyword phrases for your site

Identify keywords and variations
Trainer Guidance Use the speaker notes to describe this activity Identify keywords and variations Keyword, phrases, and variations Monthly searches The first step in PPC is identifying the keywords or search terms you want your site to show up for. Start by making a list of all of the words and phrases you can think of that would indicate someone is looking for your products and solutions. Use the spreadsheet in your workbook to collect information about the prospective keywords for your website. If you have access to the Google or Bing keyword planner tool, you can get estimates of monthly search frequencies for each keyword. This can help you fine tune your written copy for the keywords that are most commonly used in your industry. After class, hone your list by doing keyword research to understand monthly searches and other variations using these tools: Google autocomplete Google Keyword Planner (requires AdWords account) Bing Ads Keyword Planner (requires Bing Ads account) keywordtool.io – free tool, no signup required

Calls to action (CTAs) You need calls to action Multiple CTAs
Trainer Guidance Emphasize the importance of calls to action, especially for different stages of the buyers journey Calls to action (CTAs) Register for our webinar You need calls to action Specific offers that will interest your prospects Offers must be clearly understood Multiple CTAs Ideally, different offers to address needs at each stage of buyer’s journey Allows you to nurture prospects along their journey Download our case study Test drive our free trial Schedule a free consultation So you’ve decided on your campaign goals and keywords. What will be your calls to action? A free-trial? A white paper, a free consultation or estimate? What are the selling paths that turn prospects into clients? Since each prospect will likely be at different stages of their buying journey, you ideally want to have more than one offer. For example, someone who is brand new to your company’s products and services may find a case study more compelling than a free-trial. Someone who is further along in their exploration may be ready for that free-trail or demo. (see Foundational Marketing: The Buyer’s Journey module of this Smart Partner Marketing Workshop series to learn more.) Your call to action will be in your ad. Make it compelling enough that your audience wants to click to your landing page to learn more. Buy premium version now

Set up landing pages Landing pages Trainer Guidance
Discuss how landing pages are used to fulfill the offer or call to action in the ad. Landing pages Provide a way to expand on the short phrases in the ad Enable promotion of products and services via campaigns Provide a mechanism for processing calls to action Capture visitor contact information for further nurturing When working with ads, you’ll notice that you have a limited amount of space to get your idea across. A landing page gives you the opportunity to expand upon the topic of the ad. Furthermore you can use landing pages to promote your products and services that relate to the keywords in your campaign. Landing pages provide a way for visitors to pursue your call to action. Landing pages should always include a way to process that call to action – usually by completing a short form. This allows you to capture contact information for nurturing and guiding through the buyer’s journey. Most of the marketing automation solutions available on the market include a landing page creation tool. These products give you the opportunity to create multiple landing pages easily. If you don’t have a CMS or a marketing automation solution that supports landing pages, you may outsource it. There are several services such as Unbounce that provide turn-key customizable landing pages for a fee.

About high quality landing pages
Trainer Guidance These are good tips / best practices for creating and using landing pages Clear call to action Short non-intimidating user input form No distractors or navigation off this page Company branding used Here is an example of a landing page. Remember that the landing page and the source link need to be fully aligned in content and branding. Ensure that your landing page utilizes your logo, fonts, and colors. Your landing page should have the same look and feel as the rest of your marketing materials. It’s worth noting the effectiveness of this landing page. It’s visually clean and simple. The colors and visuals are similar to other website elements. It recaps key features and benefits of the solution. The form is short and non-intimidating, and there are no navigational distractors. This partner has gotten a tremendous response with this landing page.

Write and create ads Ad tools help you create the ad Trainer Guidance
Use the ad tools in Google and Bing to create your ads Ad tools help you create the ad Contains headline, body text and link to landing page Use a keyword in the headline Make it succinct – fits in the character limits Include a call to action Check competitor ads for wording An ad contains the ad title or headline, text which is the body of the ad, display URL, the URL that appears in the ad and the destination URL which is the full URL the visitor lands on when clicking the ad. Using a keyword in the headline is a good technique because it matches search terms they typed in, making it more likely they will click on your ad. Keep your ad short and succinct. Include your call to action item such as a free trial or other offer. When they click on the call to action, they will go to a landing page on your website. The call to action and subsequent landing page are critical. If the call to action isn’t compelling and the landing page isn’t easy to take you up on the call to action, you may not get the results you want. Learn from your competitors ads. What words and phrases are they using? What are their calls to action? Can you get ideas to use in your ad?

Creating your ad Trainer Guidance
Point out this example of how the ad tools take you through the process of creating you ad, step by step. This is the Bing ad creation tool. Note the representation of how your ad will look. Again Google has tools that deliver similar functionality.

PPC search ad and landing page example
Trainer Guidance This is a good example of a regular PPC search ad and landing page Here is a good example of a partner’s PPC search ad and corresponding landing page. The ad offers a free demo of their cloud based digital asset management product. When visitors click the ad they come to a landing page. Ads with landing pages to fulfill a specific offer or call to action are very useful in that you can measure the impact and results of your PPC spend by seeing how many people take you up on your offer. This example is a good one in that it doesn’t have distractors on the page to take you off the landing page. The form to request the demo is visible on the right side of the screen without having to scroll down. Finally the form doesn’t ask for a lot of information, making it easy for visitors to take them up on their offer.

Setup campaigns in Google, import into Bing
Trainer Guidance If they setup their campaign in Google first, they can import the same information into Bing Here’s a little tip to save you time and effort. Setup your campaign using Google Adwords ( first. Then import your ads into Bing (

PPC bidding

Trainer Guidance PPC bidding is a bit of a confusing subject. We hope to clarify it and show you a simple way to get started. How PPC bidding works Pay for each click on your ad (cost per click or CPC) Bid against others by setting the maximum cost per click (Max CPC) The most you are willing to pay for each click Can set for the entire ad or for each keyword As the name pay-per-click advertising implies, you pay for each click on your ad. This is called the Cost per Click or CPC. The process of getting your ad displayed in the Search Engine Results Page involves placing bids. You are bidding against other advertisers who want to use the same or similar keywords. You place a bid by setting a Maximum Cost per Click or Max CPC for your ad or for each keyword.

Highest bidder doesn’t necessarily win
Trainer Guidance The highest bidder doesn’t always win. The Ad Rank algorithm considers a number of factors Highest bidder doesn’t necessarily win Google’s Ad Rank algorithm decides If your ad appears or not Where your ad is positioned if it does appear Different ranking signals used in determination Ad relevance to keywords Landing page experience and relevance Expected click through rate (user feedback determined by Google) Ad format (some can include phone number, directions, link to website, etc.) Whether your ad appears or not and your ad position if you do appear are determined based on Google’s Ad Rank algorithm. The search engine is looking to create a positive search experience for their users and paid advertisers. Users want to find relevant information and advertisers want to be found by their target audiences. With that in mind, being the highest bidder doesn’t automatically get you on the search results page. Ad Rank uses a number of ranking signals such as your ads relevance to the keywords, the landing page experience, ad formats and other secrets to decide if and where your ad will show on any given search. Then, if your Ad Rank is high for a particular search and you appear on the results page, you only pay the amount necessary to beat the next highest Ad Ranked bidder, not your maximum bid cost. Let’s take a look at how this works.

Example auction Bidder Bid Quality Ad Format Impact Bidder’s Ad Rank 1
Trainer Guidance This is an example of 4 bidders Example auction Bidder Bid Quality Ad Format Impact Bidder’s Ad Rank 1 $4 Low No Formats 5 2 $3 High 15 3 $2 20 4 $1 Medium 8 In this example, we have four different bidders. The Bid is the maximum cost per click each bidder set. The Quality is measured by the relevance and usefulness of your ad to the search, the quality of your ad and landing page (are they original, targeted, easy to navigate), and Google’s expected click-through rates. Your ad format choices are also factored into your ad ranking. Ads that include additional formats such as addresses, directions, offers and links to webpages rank higher that ads without these items. As you can see in the above example, Bidder #1 has the highest bid but the lowest Ad Rank. Let’s see how things turned out.

Example auction results
Trainer Guidance This is an example of the results Example auction results Bidder Bid Quality Ad Format Impact Bidder’s Ad Rank 3 $2 High 20 2 $3 Low 15 4 $1 Medium 8 1 $4 No Formats 5 As you can see, based on Google’s Ad Ranks for one search, Bidder 3, with a maximum bid of only $2 actually beat the higher bidder, Bidder #1. Bidder 3 will be placed first and pay $2. Bidder 2 will also place, but will pay less than $3 because they only need to pay the amount necessary to beat the next ranked bidder, Bidder 4 and their $1 bid. Bidder 1, the highest bidder, will not be placed on the search results page because their ad was low quality with no formats.

An easy way to get started with bidding
Trainer Guidance This is the easy way to get started with PPC bidding. An easy way to get started with bidding Google’s Maximum Clicks automated bidding strategy You set a daily budget Google optimizes your ads’ placements to maximize number of clicks within daily budget Different strategies for different goals Can also choose to optimize impressions (pay for exposure, not necessarily clicks) Can choose to optimize conversions (pay for sales or sign-ups) Other strategies to optimize and tweak performance It takes a little experience with bidding to understand the nuances. Fortunately, Google has some pre-defined automated bidding strategies that make this easier. Their Maximum Clicks bid strategy is the easiest way to get started. In this strategy, you set a budget with a daily limit on how much you want to spend. Google then decides how and when your ad appears in various searches in order to optimize the chances that your ad will get clicked. There are other automated bid strategies you can use based on your goals. If, for example, you want a lot of visibility of your ad, you can use their automated strategy to optimize impressions (pay for exposure, not necessarily clicks). You can also peruse strategies that optimize conversions whereby you pay for sales or sign-ups. Check out Google AdWords ? icon under bidding strategy, where there are popup descriptions and help videos.

PPC budgeting

PPC budgeting Determining how much to spend is ROI exercise
Trainer Guidance How to set an overall PPC budget? Determining how much to spend is ROI exercise How many website visitors needed to get one client? How much revenue does one client generate? How many new clients do you want from your PPC spend? What is the maximum cost per click you are willing to pay for your ad/ keywords? Do the math When determining how much to spend on your PPC ads, you should go through a Return on Investment (ROI) exercise. Consider the following approach: How many website visitors do you need to get one client? How much revenue does one client generate? How many new clients do you want from your PPC spend? What is the maximum cost you are willing to spend per click? Do the math

PPC budgeting example Trainer Guidance This is an example as to how one partner decides how much to spend on her PPC budget every month. A partner offers a 30-day free trial for her subscription model-based solution For every 30 website visitors 3 try the free trial 1 out of 3 trials become subscribers Each subscription costs $1,000 per year Her keywords cost $5 per click For $1,500 monthly PPC spend she gets 300 site visitors resulting in 30 free trials 10 of the trials become clients, generating $10,000 new annual revenues each month In this example, a partner has a cloud-based subscription model product. She offers a 30 day free trial on her website. She promotes this trial as part of her PPC ad campaign. By trial and error she came up with a few keyword combinations that results in the following: For every 30 visitors to her site, 3 will take her up on the free trial offer and 1 out of the 3 sign up for the subscription. Each subscriber spends $1,000 per year. The keywords that she uses cost her on average $5 per click. She spends $1,500 per month on PPC ads. For that monthly spend, she gets 300 site visitors resulting in 30 free trials each month. Each month, 10 of those free trials become 10 clients, generating $10,000 new annual revenues each.

PPC budgeting worksheet
Trainer Guidance Use this worksheet to help determine your PPC budget PPC Budgeting Enter your own numbers 1 How many site visitors does it take to get 1 client? 30 2 How much does a client spend monthly? $1,000 3 What is the average cost per click for your keywords? $5.00 4 How many new clients do you want per month? 10 5 Monthly new revenues $10,000 Multiply value for #2 by value for #4 6 Allocate this much for your monthly PPC budget $1,500 Multiply value for #1 x value for # 3 x value for 4 You can use this worksheet to calculate your PPC budget. Unless you already know how many site visitors it takes to get one new client you will have to go through a trial and error process. To do that allocate a small budget and test several keywords and calls to action offers. When you see which keywords, ad copy, calls to action, and landing pages perform well you can increase your PPC spending to the level that generates the number of new clients you want.

Optimize and measure results

Optimize results Landing pages improve conversion rates
Trainer Guidance Here are a few ideas about how to optimize PPC results Landing pages improve conversion rates Review ads frequently to identify winners & losers Review keyword performance Ideally get a 10:1 ROI Use the tools to monitor and optimize campaigns Research competitors’ websites and ads As we spoke about before, having a landing page as your destination URL will improve your conversion rates. You should pay careful attention to which ads are being converted comparing to those that are not. It may be the ad and the landing page are out of sync or it may be that the landing page needs to be reconfigured to capture more form fills and downloads. Remember to check your campaign frequently and don’t be afraid to make changes, but monitor the effects. Use the tools to monitor and optimize your campaigns. For example use keyword bid estimation to place optimal keyword bids. Research your competitors’ websites to determine what keywords they utilize and determine if they are appropriate for you. Become a PPC savant by subscribing and reading blogs, postings, newsletters, and articles. Learn from the experience of others and don’t be afraid to make a mistake.

Measure PPC results Use reporting tools to
Trainer Guidance A key piece of making PPC work for you is to measure results and adjust accordingly. Don’t just place ads and ignore them. Improve them! Use reporting tools to Improve visibility, click-through, and conversion rates See how well your campaigns are performing See which keywords are most effective Measure return on investment Strive for a 10x ROI on PPC spend Measuring results and adjusting accordingly is very important, especially when starting out. The ad tools from Bing & Google provide several reports to help you improve your campaign performance such as visibility, click-through rate, and conversion rates for your ads. Keyword, Campaign, Ad and Ad group reports tell you which campaigns are performing well and how your keywords are contributing to campaign performance. Search term reports shows you which keywords cause your ads to display. Some reports such as Bing’s The Share of Voice report gives you an estimate on where you are losing to competitors in the marketplace. Besides the internal reporting that is provided, it’s of utmost importance to calculate the ROI of your ad spend. At the end of the day the value of a PPC campaign always comes down to the amount of spend for a campaign versus your profit. The ROI should ideally be 10x. For example if you spend $1,000 to get a new client on PPC, that client should be worth life time revenues of $10, This is a great measurement to determine if your keywords are performing for you.

PPC advertising best practices
If in doubt, target strictly. Consider your landing pages carefully. Use web analytics to track results Strict targeting is the right place to start. If your targeting is not specific enough, you will find that you have quickly spent a lot of money on unqualified clicks. If you target too strictly, and find that you’re not getting enough clicks, then you can always loosen the restrictions. A landing page is the page where a visitor lands after they click your ad. The landing page should pick up where the messaging in your ad leaves off and continue to entice the visitor toward the goal you have set. Don’t make your visitor hunt around on your website for something they have been promised in your ad. Many advertisers make the mistake of landing clicks on their home page. This can be OK if the home page focuses on the same thing that the ad promised, and if the call to action is attractive and obvious, but in most cases ad clicks should land on pages that are specifically designed for the ad campaign. Be sure to set up your web analytics platform so that you can measure engagement from ad clicks and attribute any leads or sales to the platform, ad, or keyword that initiated the encounter.

Types of PPC ads

Different types of ads Search ads Display network ads Mobile ads
Trainer Guidance There are different types of PPC ad layouts and formats. Lets look at each Search ads Typical ads shown in response to a web search on a search engine Display network ads Ads that appear on websites and in apps Can be targeted to your audience Mobile ads Specifically formatted for mobile devices Video ads Usually banner ads that appear during or at the beginning of a video It’s important to understand the different types of ads you can use in PPC. Search ads are the most typical PPC ads that appear in response to a search query on a search engine. You should start your PPC efforts with these. But newer types of ads have been emerging and they are beginning to overtake search ads. The fastest growing type are called Display Network ads. Display Network ads appear on websites and in apps, as opposed to within search engines. These may appear on news sites, blogs and other niche sites of special interest. They may or may not be relevant to the content of the page on which the ad appears, but the general idea is to allow advertisers to reach more potential customers. One option with display network ads is to use Targeted Placements. In this case, advertisers handpick specific sites and pages for their ads to appear. This allows ads to reach users visiting specific sites, independent of their interests or demographics. Display ads can be of various formats such as banner ads, text, images, flash, video, and audio. If you have a limited budget you probably will restrict your PPC efforts to search ads, but once you’ve mastered search ads you might choose to try display ads to see if you can gain additional traction and new clients with these. Mobile advertising is a method of advertising that appears on mobile devices such as smart phones, tablets or PDAs that have wireless connections. Ad formats include text ads or banner advertisements that appear embedded in search results, ads in mobile web pages, as well as in downloaded apps or mobile games. Ads can be tailored to mobile users, who currently make up over half of all Internet searches. Video ads are usually banner ads that appear during, or at the beginning, of a video. Let’s look at examples of these various types of ads.

Targeted display advertising examples
Trainer Guidance This is a good example of a targeted display ad This page from Scott Bekker’s blog on Redmond Channel Partner Magazine is a good example of how display ads may appear. In this example we have a number of different targeted ads. There are display ads at the top and sides of the blog web page as well as a scrolling banner near the top and another ad alongside of the blog article. These are targeted ads to the readers of Redmond Channel Partner Magazine: Microsoft Partners.

Mobile device ads Over 50% of Google searches are on mobile devices
Trainer Guidance Don’t’ forget mobile ads Over 50% of Google searches are on mobile devices Mobile clicks outperform desktop clicks in sales Special considerations due to screen sizes Don’t ignore smartphones and tablets when creating ads. According to Google, over 50% of all searches are on mobile devices. Furthermore, according to WordStream, clicks on mobile devices outperform clicks on desktop computers by as much as 3 to 1 in terms of sales. Clearly you don’t want to miss this opportunity. But there are a few aspects of mobile devices that you need to consider when planning your ads. First of all, due to the smaller screen sizes, ads on phones exhibit different behaviors than desktop devices. Additionally, since mobile devices are often used while away from home or offices they may be consuming data plan bandwidth, mobile ads tend to be smaller with less information than desktop ads. The screen size can be tricky for landing pages. People on phones especially are not likely to complete detailed forms. But you can target ads for mobile phones that use “click-to-call” features. When the user clicks your ad, they initiate a phone call to your business instead of landing on your website - for the same cost as a website visitor.

Social media advertising

Social media advertising
Trainer Guidance In addition to PPC ads in the search engines, you may consider social media ads LinkedIn ads Can target by industry, company size, location, job role, more Offers both cost per click and cost per impression Excellent for Business to Business (B2B) Facebook ads Can target specific types of users, location and other factors Generally cost per click, but some cost per impression capabilities Particularly good for Business to Consumer (B2C) advertising Twitter ads Helps reach people not yet following you Can target B2B or B2C, location and other demographics In addition to search and display ads, you may choose to place ads in the popular social media platforms. With huge number of users and the ability to target ads to your audience, social media advertising may be good venues for you to use. LinkedIn for example, allows you to target ads to individuals by the industry of their employer, company size, location, role within the company, and a number of other business-related factors. LinkedIn ads appear in the stream of the user when they are logged into their LinkedIn account. These can appear in the main news feed or on the right-hand rail. LinkedIn is primarily for Business to Business (B2B) and the ads on LinkedIn can be either cost per click or cost per impression (when it is displayed to a target user, whether they click or not). Facebook’s advertising platform allows advertisers to target Facebook users – which is practically anyone. Ads can look similar to posts by other users or can appear on the right-hand rail. Facebook ads can be targeted to specific types of users, as well as by location and other factors. The advertiser generally pays only when the ad is clicked (pay-per-click) but Facebook also allows payment for impressions. Facebook ads are particularly useful when targeting consumers (B2C) as opposed to other businesses (B2B). Twitter can be used to target a mix of business and consumer demographics, as well as by location. The advertiser boosts the reach of their tweets to previously un-connected people and pays when someone follows or re-tweets the boosted tweet.

YouTube ads A bit of a special category
Trainer Guidance Ads attached to videos on YouTube are a little special A bit of a special category Banner ads can appear at beginning or during a video Video ads can be used to precede a video Not very targeted but accesses a broad audience Place your own videos on YouTube If a picture is worth a thousand words, how many words is a video worth? See workshop in this series called Demystifying Social Media and Blogging Video ads come in several varieties. The most common are banner ads that appear during, or at the beginning, of a video on a sharing site like YouTube. These are often videos themselves, which is particularly effective. Remember that YouTube is itself a type of search engine and can be used as a part of your marketing strategy. See the workshop in this series called Demystifying Social Media and Blogging. Although not PPC advertising per se, It’s worth noting that another great use of video is to put videos about your company, it’s products and services on your website and video sharing sites. If a picture is worth a thousand words, how many words is a video worth?

Review PPC is a great tool to kick-start your lead generation engine PPC may also be a good long-term strategy Keywords are important Bids are important Quality ads and landing pages are important Measure your results and refine to optimize success and reduce costs

Resources

Partner resources Marketing helpdesk: your marketing questions to the workshop developers Smart Partner Marketing and Microsoft value props partners can use Marketing planner tool Partner Marketing Center Ready To Go Marketing aka.ms/pmc readytogo.microsoft.com Workshop feedback and questions

Other resources Google AdWords Create your ad campaigns here
Bing Ads Editor Bing Ads Intelligence and Preview and diagnostics tool Google autocomplete Tells you what other people search for Google & Bing Keyword Planner Identify keywords and search frequencies (requires account) Keywordtool.io Free keyword tool Google Trends Shows the number of searches on that keyword over time and geography

We hope you enjoyed the workshop! The Smart Partner Marketing Workshop series is produced by the Alliance for Channel Success. For more information about our services, and us please contact:

Smart Partner Marketing Workshops

Similar presentations

Presentation on theme: "Smart Partner Marketing Workshops"— Presentation transcript:

Similar presentations

About project

Feedback

Log in

Auth with social network:

Smart Partner Marketing Workshops

Similar presentations

Presentation on theme: "Smart Partner Marketing Workshops"— Presentation transcript:

Similar presentations

About project

Feedback