PPC continues to rapidly evolve to incorporate the latest changes in the social, local, and mobile. In this latest webinar, the Milestone panelists will discuss how to achieve a competitive edge running a mobile campaign, social extensions and advertising in social media channels like Facebook, twitter, and Linkedin, and the secret algorithm behind PPC – the keyword quality score.

1. PPC Trends of 2012
Milestone Confidential

2. Panelists
Presenter Presenter
Yasmin Davila Jonas Pauliukonis
E-Strategist Sr. E-Strategist
Milestone Internet Marketing Milestone Internet Marketing
Presenter
David Addison
E-Strategist
Milestone Internet Marketing
Q&A Moderator
Amanda Brinkerhoff Mike Supple
PPC Account Manager Sr. Social Media Manager
Milestone Internet Marketing Milestone Internet Marketing
Milestone Confidential 2
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

3. Milestone at a Glance
Mission Driving Reservations for the Lodging Industry on
the Internet
Founded 1998
Location HQ - Santa Clara, CA (Silicon Valley)
Sales Offices – US, Mexico, India
People 120 Employees
Products Website Design, SEO, PPC, Social Media
Optimization, Social Media Monitoring Tools
Customers 1000+ Customers
Milestone Confidential 3
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

4. Agenda
 Mobile
 The Forgotten Metric
 Social
 Resources & Additional
Reading
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5. Mobile
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6. Overview
 Why mobile?
 How to be successful
 How to optimize
 Case study
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7. Why Mobile?
 53% of mobile subscribers own a smartphone in the U.S.
 8% of purchases will be made on a mobile device by 2015
Mobile Revenue
$1,200
2009 $2,420
2010
2013 $11,666
2015
$23,831
$- $5,000 $10,000 $15,000 $20,000 $25,000 $30,000
Milestone Confidential 7
Source: http://www.dmnews.com/m-commerce-gets-a-
growth-spurt/article/172952/ www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

8. Why Mobile?
 Mobile search comprises 9%
of total web traffic
19%
 40% of mobile searches are Mobile
local Desktop
 70% of searches on mobile 81%
devices are followed-up with
an action within 1 hour
Website Traffic for Hotel Property
(1 month period)
Milestone Confidential 8
Source:. http://www.bizjournals.com
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

9. Why Mobile PPC?
 Lower average cost per click
Mobile Website 48%
 50% less than desktop
 Less competition PPC Campaign Enabled to
Show on Mobile Devices
42%
 Additional markets & ROI
Mobile Landing Page 32%
 Last-minute searches
 Higher purchase intent Separate Mobile PPC
Campaign
19%
 Trackable Mobile-specific messaging 17%
Click-to-call extension
16%
enabled
Location extension enabled 11%
0% 10% 20% 30% 40% 50% 60%
Milestone Confidential 9
Source: blog.performics.com Feb 1st 2012
http://www.meclabs.com/training/misc/EXCERPT-PLAIN-
BMR-2012-Search-Marketing-PPC-Edition.pdf www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

10. How to be Successful
 Mobile website
 Mobile booking engine
 Separate mobile campaign
 Features
 Call extensions/click-to-call
 Location extensions
 Targeting
Milestone Confidential 10
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

11. How to Optimize
 Call extensions/click-to-call
 More real estate
 Trackable
 Local number
Milestone Confidential 11
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12. How to Optimize
 Location extensions
 More real estate
 Trackable
 Directions
 Proximity
Milestone Confidential 12
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

13. Case Study
 Assumption:  Design:
 Running a mobile PPC  Process
campaign will increase ROI  Separate mobile campaign
 Mobile keyword research
 Adgroups
 Branded
 Geo-location
 One month test period
 Measure results
 Clicks
 Click-through-rate
 Spend
 Compared to desktop
Milestone Confidential 13
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

14. Results
 Mobile  Desktop
 Clicks: 850  Clicks: 3,254
 Click-through-rate: 33.88%  Click-through-rate: 28.54%
 Spend: $31.34  Spend: $606.33
 Cost-per-click: $0.04  Cost-per-click: $0.19
 Conversions: 288 Calls  Conversions: 70 bookings
($0.04/Call)
Spend Conversions
$800.00 300
$600.00
200
$400.00
Spend 100 Conversions
$200.00
$- 0
Mobile Desktop Mobile Desktop
Milestone Confidential 14
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

15. Mobile Website
 Designed for Success
 Clear call to action
 Tap to call feature
 Integrated mobile booking
engine
 Specials
Milestone Confidential 16
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

16. The Forgotten Metric
Quality Score
Milestone Confidential

17. Overview
 Why Quality Score?
 Common Quality Score
 How to improve Quality
Score
 Case study
Milestone Confidential 18
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18. Quality Score
More Money = Higher Rank
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19. False
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20. Why Quality Score?
 Quality Scores are a reflection of keyword relevancy
 Poor Quality Scores can hurt performance
 High Quality Scores provide a disproportionate advantage
Performance
Quality Score
Milestone Confidential 21
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

21. Why Optimize for Quality Score?
 Benefits:
 Lower cost-per-click
 First page bid estimates
 Eligibility to show
 Higher ad position
Milestone Confidential 22
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

22. Common Quality Score
Historical
CTR
Other Ad
Factors creative
Quality
Score
Ad Search
group query
Landing
Keyword
page
Milestone Confidential 23
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23. Relevancy
Milestone Confidential 24
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24. How to Improve Quality Score
 Identify weak components of your quality score
 Identify your advertising goals
 Organize your account for maximum effectiveness
 Choose relevant keywords and placements
 Create straightforward, targeted ads
 Optimize your website for conversions
Quality Score Ranges Action Needed
Keywords 7-10 Excellent, leave as-is
Keywords 5-6 Good, should try to improve
Keywords1-4 Improve or pause
Milestone Confidential 25
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

25. Case Study
 Assumption:  Design:
 Increased Quality Score will  Process
have a positive impact on the  Change keyword match types
campaign  Restructure adgroups
 Readjust location targeting
 Pause poor performing
keywords
 One month test period
Performance
 Measure results
Quality  Clicks
Score  Spend
 Revenue
 ROI
Milestone Confidential 26
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

26. Results
 Increased number of  Enhanced click distribution
keywords with a Quality
Score of 7+
Quality Score Click Distribution
140 100.00%
90.00%
120
80.00%
100 70.00%
80 60.00%
Pre-Test 50.00% Pre-Test
60
Post-Test 40.00% Post-Test
40 30.00%
20.00%
20
10.00%
0 0.00%
QS 7-10 QS 5-6 QS 1-4 QS 7-10 QS 5-6 QS 1-4
Milestone Confidential 27
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

27. Results
 Decreased spend on lowest  Total revenue increased
performing keywords 340%
 ROI increased 574%
Spend Distribution Revenue Distribution
$5,000.00 $5,000.00
$4,000.00 $4,000.00
$3,000.00 $3,000.00
Pre-Test Pre-Test
$2,000.00 $2,000.00
Post-Test Post-Test
$1,000.00 $1,000.00
$-
$-
QS 7-10 QS 5-6 QS 1-4
QS 7-10 QS 5-6 QS 1-4
Milestone Confidential 28
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

28. Social
Milestone Confidential

29. Overview
 Why social advertising?
 Types of social
advertising
 Why Facebook?
 How to be successful
 How to optimize
 Future of Facebook
advertising
Milestone Confidential 30
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

30. Why Social Advertising?
 Increase ROI
 Grow your fan base
 Build awareness
 Increase web traffic
 Target a specific market
 Multiple channels
Milestone Confidential 31
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

31. Types of Social Advertising
 Twitter
 YouTube
 Facebook
Milestone Confidential 32
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32. Twitter Advertising
 Why? 250 million active users
 How? Twitter advertising
platform
 What? Promoted Tweets &
Trends
 Who? Need to increase
engagement on Twitter
Milestone Confidential 33
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33. YouTube Advertising
 Why? 3rd Largest Site in the
World
 Types:
 Homepage Masthead
 Rich Media Ads
 InVideo Ads
 Promoted Video Ads
 What? Video as appearing
on YouTube
 Who? Strong multi-media
library looking to expand
customer base
Red = Ad Placements
Milestone Confidential 34
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

34. Facebook Advertising
 Why? Take advantage of
Facebook’s 845 million users
 How? Facebook ad platform
 What? Sponsored Ads
 Who? “Destination” hotels
looking to strengthen brand
awareness
Milestone Confidential 35
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

35. Why Facebook?
 Lower competition  Lower average cost-per-click
 Fewer advertisers
 New channel (vs. Google)
 Not bidding on keywords
Channel Average
Cost-Per-Click
Facebook $0.80
Google $2.50
Bing $2.08
Milestone Confidential 36
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

36. Why Facebook?
 Targeting options
 Location  Birthday
 Language  Relationship Status
 Education  Likes
 Work  Interests
 Age  Friends of Connections
 Gender  Connections
Milestone Confidential 37
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37. How to be Successful
 Facebook page
 Engaged fan base
 A specific contest or
promotion
 Weddings
 Graduation
 Spring Break
 Mother’s Day
 Travel destination
 Ensure landing pages have
strong call to action
Milestone Confidential 38
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

38. How to Optimize
 Leverage sophisticated targeting system
 Ensure current fans are targeted
 Target audience who likes your competitors
Milestone Confidential 39
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

39. How to Optimize
 Focus on engagement
 Test images
 Rotate ad’s frequently
Milestone Confidential 40
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40. The Future of Facebook Advertising
 Reach Generator
 Advertisers pay a fixed fee
based on their page's fan
count
 Guaranteed exposure of a
page's posts to 75%
 Premium Ads
 Best placements
 News feed on desktop + mobile
 Right-hand side homepage
Milestone Confidential 41
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41. Conclusion
Milestone Confidential

42. Conclusion
 Mobile  Social
 Mobile website  Landing page
 Mobile booking engine  Specific offer or event
 Targeted separate campaign  Targeted ads
 Features  Increase awareness
 Call to action  Call to action
 Quality Score
 More money ≠ higher rank
 Address poor Quality Scores
 Organize campaigns
 Relevancy
 Optimize website for
conversions
Milestone Confidential 43
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

43. Resources/Additional Reading
 Online:
 Google Adwords Help
 PPC Hero’s Ultimate Guide to Google Adwords Quality Score
 Mashable
 Search Engine Watch
 Search Engine News
 Offline:
 Quality Score in High Resolution by Craig Danuloff
Milestone Confidential 44
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

44. Thank You!
 Questions or Comments?
 Feedback?
 Input on future webinar topics?
 Visit our blog: http://blog.milestoneinternet.com
 Recap, Q&A and slides from this webinar: http://bit.ly/w6X4do
 Product questions: sales@milestoneinternet.com
Milestone Confidential 45
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