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Double Your PPC Leads at Half the Cost

July 21st, 2010




              Mark Roberge   Jeanne Hopkins
              HubSpot        HubSpot
              @markroberge   @jeannehopkins
Agenda



I. Generate more PPC visitors with less budget

II. Convert more PPC visitors into leads and sales

III. Test and measure to increase PPC profitability

IV. Use PPC to unleash exponential SEO returns

V. Free Giveaways
2
“Pre-Click” PPC Example
Top 3 “Pre-Click” PPC Mistakes
             #1: Bidding on only a few dozen words




             #2: Using only 1 ad group with 1 ad copy




             #3: Targeting the top position only
Generate More PPC Visitors with Less Budget


    Top PPC Mistakes            PPC Best Practices
      Bidding on Less            Bidding on 1000+
       Than 100 words              Words

      1 Ad Group with            Multiple Ad Groups
       1 Ad Copy                   with Similar Vocab.

      Targeting Top              Target #4 to #6
       Position                    Position to Start

5
Agenda



I. Generate more PPC visitors with less budget

II. Convert more PPC visitors into leads and sales

III. Test and measure to increase PPC profitability

IV. Use PPC to unleash exponential SEO returns

V. Free Giveaways
6
“Post-Click” PPC Example
“Post-Click” Mistake #1: Sending Traffic to Home Page
“Post-Click” Mistake #2: No Call to Action Above Fold
“Post-Click” Mistake #3: Form Too Long




                      32%                  53%
                    Conversion           Conversion
“Post-Click” Mistake #4: Too Much Clutter
Build “Best Practice” Landing Pages to Maximize Leads
Implement Tools to Test/Measure/Optimize Landing Pages
Leverage Lead Nurturing / Intelligence to Close More Sales
Agenda



 I. Generate more PPC visitors with less budget

 II. Convert more PPC visitors into leads and sales

 III. Test and measure to increase PPC profitability

 IV. Use PPC to unleash exponential SEO returns

 V. Free Giveaways
15
PPC Report Example from PPC Consultants
Focus on Cost per Lead and Customer
                                      All PPC Visitors
Measure cost per lead
and customer by your
entire PPC channel…                       Leads


                                        Customers
                    “Ad Group #1” Visitors “Ad Group #2” Visitors
… by individual
Ad Groups…
                              Leads                      Leads


                            Customers               Customers

          “Keyword #1” Visitors “Keyword #2” Visitors “Keyword #3” Visitors


… by individual     Leads                   Leads                  Leads
Keywords
                  Customers               Customers              Customers
Closed Loop Reporting Example
Agenda



 I. Generate more PPC visitors with less budget

 II. Convert more PPC visitors into leads and sales

 III. Test and measure to increase PPC profitability

 IV. Use PPC to unleash exponential SEO returns

 V. Free Giveaways
19
Use PPC to Unleash the Power of Organic (SEO)


• Free
                        Pay Per Click – 25% of Clicks
• More traffic
                        Organic Results
• Smarter people
                           75% of clicks
• Longer lasting


                      Source: Marketing Sherpa and Enquiro Research
How SEO works?




       On-Page     Off-Page
       (Context)   (Authority)

21
Inbound Marketing: SEO / Blogs / Social Media


     Blog              SEO         Social Media
Steps and Tools Needed to Unleash SEO
#1: Analyze best keyword phrase opportunities    #2: Optimize existing web content for target keywords




#3: Blog about new target keywords              #4: Promote blog in industry social media conversations
Agenda



I. Generate more PPC visitors with less budget

II. Convert more PPC visitors into leads and sales

III. Test and measure to increase PPC profitability

IV. Use PPC to unleash exponential SEO returns

V. Free Giveaways
24
Key Takeaways

   PPC Key Takeaways
         Expand keyword universe and organize into Ad Groups to maximize
          quality visitors for minimal budget
         Use Best Practice Landing Pages to maximize visitor to lead
          conversion
         Focus on cost per lead and customer; not CTRs, CPCs
         Use PPC as a test ground to drive SEO decisions, the real game
         HubSpot’s 3,000 customers average 420% more leads in 5 months




        Contact your Inbound Marketing Specialist or call
        1-888-HUBSPOT for more information.
   Special Offer for Webinar Attendees
        Free PPC Optimization Service for companies that sign up before EOB
         Friday, July 23rd. (Limit of 10 available)
Questions?




       Mark Roberge   Jeanne Hopkins
       HubSpot        HubSpot
       @markroberge   @jeannehopkins

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Double Your PPC Leads at Half the Cost

  • 1. Double Your PPC Leads at Half the Cost July 21st, 2010 Mark Roberge Jeanne Hopkins HubSpot HubSpot @markroberge @jeannehopkins
  • 2. Agenda I. Generate more PPC visitors with less budget II. Convert more PPC visitors into leads and sales III. Test and measure to increase PPC profitability IV. Use PPC to unleash exponential SEO returns V. Free Giveaways 2
  • 4. Top 3 “Pre-Click” PPC Mistakes #1: Bidding on only a few dozen words #2: Using only 1 ad group with 1 ad copy #3: Targeting the top position only
  • 5. Generate More PPC Visitors with Less Budget Top PPC Mistakes PPC Best Practices  Bidding on Less  Bidding on 1000+ Than 100 words Words  1 Ad Group with  Multiple Ad Groups 1 Ad Copy with Similar Vocab.  Targeting Top  Target #4 to #6 Position Position to Start 5
  • 6. Agenda I. Generate more PPC visitors with less budget II. Convert more PPC visitors into leads and sales III. Test and measure to increase PPC profitability IV. Use PPC to unleash exponential SEO returns V. Free Giveaways 6
  • 8. “Post-Click” Mistake #1: Sending Traffic to Home Page
  • 9. “Post-Click” Mistake #2: No Call to Action Above Fold
  • 10. “Post-Click” Mistake #3: Form Too Long 32% 53% Conversion Conversion
  • 11. “Post-Click” Mistake #4: Too Much Clutter
  • 12. Build “Best Practice” Landing Pages to Maximize Leads
  • 13. Implement Tools to Test/Measure/Optimize Landing Pages
  • 14. Leverage Lead Nurturing / Intelligence to Close More Sales
  • 15. Agenda I. Generate more PPC visitors with less budget II. Convert more PPC visitors into leads and sales III. Test and measure to increase PPC profitability IV. Use PPC to unleash exponential SEO returns V. Free Giveaways 15
  • 16. PPC Report Example from PPC Consultants
  • 17. Focus on Cost per Lead and Customer All PPC Visitors Measure cost per lead and customer by your entire PPC channel… Leads Customers “Ad Group #1” Visitors “Ad Group #2” Visitors … by individual Ad Groups… Leads Leads Customers Customers “Keyword #1” Visitors “Keyword #2” Visitors “Keyword #3” Visitors … by individual Leads Leads Leads Keywords Customers Customers Customers
  • 19. Agenda I. Generate more PPC visitors with less budget II. Convert more PPC visitors into leads and sales III. Test and measure to increase PPC profitability IV. Use PPC to unleash exponential SEO returns V. Free Giveaways 19
  • 20. Use PPC to Unleash the Power of Organic (SEO) • Free Pay Per Click – 25% of Clicks • More traffic Organic Results • Smarter people 75% of clicks • Longer lasting Source: Marketing Sherpa and Enquiro Research
  • 21. How SEO works? On-Page Off-Page (Context) (Authority) 21
  • 22. Inbound Marketing: SEO / Blogs / Social Media Blog SEO Social Media
  • 23. Steps and Tools Needed to Unleash SEO #1: Analyze best keyword phrase opportunities #2: Optimize existing web content for target keywords #3: Blog about new target keywords #4: Promote blog in industry social media conversations
  • 24. Agenda I. Generate more PPC visitors with less budget II. Convert more PPC visitors into leads and sales III. Test and measure to increase PPC profitability IV. Use PPC to unleash exponential SEO returns V. Free Giveaways 24
  • 25. Key Takeaways PPC Key Takeaways  Expand keyword universe and organize into Ad Groups to maximize quality visitors for minimal budget  Use Best Practice Landing Pages to maximize visitor to lead conversion  Focus on cost per lead and customer; not CTRs, CPCs  Use PPC as a test ground to drive SEO decisions, the real game  HubSpot’s 3,000 customers average 420% more leads in 5 months Contact your Inbound Marketing Specialist or call 1-888-HUBSPOT for more information. Special Offer for Webinar Attendees  Free PPC Optimization Service for companies that sign up before EOB Friday, July 23rd. (Limit of 10 available)
  • 26. Questions? Mark Roberge Jeanne Hopkins HubSpot HubSpot @markroberge @jeannehopkins