Unleashing the Power of PPC: Maximizing Paid Advertising Strategies for Success

1. What You Don’t Know About PPC is Hurting You Ryan Miller CEO | Etna Interactive

3. The free ride is over. Get ready topay-to-play.

7. RealSelf is testing preferred organic rankings for spotlight advertisers.

8. Your future online strategies will involve more paid ads. Are you equipped to effectively lead in paid marketing? ?

9. Infusionsoft, 2016

10. Lack of results and measurement source of dissatisfaction Results less than expected 30% Can’t measure effectiveness 28% Not enough expertise 17% eRelevance, 2017

11. Before you spend, model for success

12. Google provides predictive search volumes, costs per clicks, and click through rates

13. Actual Google Data Topic BOTOX Cosmetic Define Region 40 - mile radius around office Estimated Monthly Impressions 4508 Average CTR 6.1% Average Click Cost $2.69

14. Simplified Campaign Model Estimated Monthly Impressions 4508 Average CTR 6.1% Projected Clicks @ $2.69/per 274 Assumed Landing Page 3.5% Conversion Rate Projected Inquiries 10 Assumed Inquiry - to - Service 12% Conversion Rate Projected New Patients 1 Cost to Acquire $614

15. What would you pay for your next new patient? ?

16. Model your paid campaigns before you invest. • Identify the rate your pages convert clicks to inquiries • Study your inquiry-to-procedure conversion • Build a model to achieve a minimum return on marketing investment or maximum tolerable acquisition cost • NOTE: some procedures in some markets won’t pencil out!

17. Conversion Rate Optimization is Expensive…and Essential

18. The model is your studio recording. CRO is about tuning the live performance.

19. There are a massive number of variables to account for…and optimize. • Region and keywords targeted • Ad copy and landing page creative • Bid values • Calls to action and offers • Season and time of day • Desktop or mobile platforms • Search or display networks

20. Simplified Campaign Model

21. Optimized Campaign Model

22. Built-for-purpose landing pages generate 2x leads. TIP

23. Do the terms of your PPC engagement encourage conversion rate optimization? ?

24. Review the terms of your engagement. • Many PPC billing models actually discourage campaign optimization.

25. Quality allows you to pay less per click

26. Google scores your campaign configuration

27. Ad Rank determines your ad’s position • Ad Rank = CPC Bid x Quality Score

28. Click in to Ad Groups to see scores

29. Do you have access to your AdWords account to view your quality scores? ?

30. Check your quality scores. • Quality scores provide an active sign of CRO and assurance of creative optimization.

31. You should own your account & creative

32. Historical performance data is invaluable for campaign optimization and lower CPC.

33. If you separate from your PPC agency can you take your account with you? ?

34. Ensure you own the account.

35. Responsive isn’t enough, you need mobile optimized

36. Make sure click to call and mobile forms are flawless. TIP

37. Have you tried your mobile landing page experience? ?

38. PPC doesn’t work on a small scale

39. Small Scale Budget

40. Do you understand the capacity for PPC in your markets? ?

41. Avoid “dipping your toe in the water” and start-stop campaigns.

42. In Summary

43. The future calls for paid- advertising acumen… Model your PPC strategy before you begin… …based on your maximum tolerable cost-to-acquire or minimum desirable return on marketing investment Manage to, and then beyond, your model with active CRO And Google will discount your CPC with high quality creative Owning your account gives accountability and mobility And “mobile responsive” isn’t the same as mobile optimized Small budgets and limited impression pools carry heavy risk

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45. Thank You!