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PPC Beyond Search
New Ad Formats, Display, Social



    Lisa Raehsler
                
SEM Strategy Consultant
                      
         March 23, 2011
About Me

 • Pay-per-click management, specializing in
  – Ecommerce
  – Retargeting

 • Managed over 30 PPC accounts at agencies and client
   side
 • Co-founder MnSEM, Active volunteer MIMA
 • Learn more: linkedin.com/in/lisarockssem
 • Follow on Twitter: LisaRocksSEM

                                              @LisaRocksSEM
Beyond Search: New Ad Formats,
  Display, Social



1.  Google SiteLinks
2.  Google Retargeting
3.  LinkedIn Ads




                              @LisaRocksSEM
Google SiteLinks

•  Expands ad with up
   to 4 additional links
•  Captures searcher
   attention
•  Drives to deeper
   content
•  Known to
                           •  Product Categories
   increase CTR and        •  CTAs “Apply Today” or “Get A
   conversions                Quote”
                           •  Seasonal or Promos “Spring Sale”

                                           @LisaRocksSEM
Google SiteLinks: Example


•  Health Insurance Company
   launched SiteLinks:

•  Increased account CTR from
•  0.93% to 1.2%

•  CTR on ads with SiteLinks:
   3.5%




                                @LisaRocksSEM
Google Retargeting

•  Redirects prospect
   back to your site
•  Keeps your site or
   product top of mind
•  Multi-touches
•  Known to be more
   effective than typical
   display due to more
   qualified audience




                            @LisaRocksSEM
Google Retargeting: Example

•  CrumplePop launched
   retargeting:
•  8600 prospects
•  15% of click conversions
•  90% of view through
   conversions
•  52% of total conversions




                              @LisaRocksSEM
LinkedIn

•  Ads reach users of
   professional network
•  New granular
   targeting:
•  Linkedin group
•  Company name
•  Job title (was
   function)
•  Known to be
   effective branding
   tactic for BtoB


                          @LisaRocksSEM
LinkedIn: Example

•    MnSEM launched
     LinkedIn Ads
•    Began targeting by
     keywords, changed to:            LinkedIn Ad Test CTR
                             0.070%
•    Group associations      0.060%
                             0.050%
•    Job title               0.040%
                             0.030%
•    CTR increased from      0.020%
     0.03% to 0.06%          0.010%
                             0.000%   1/25
                                      1/26
                                      1/27
                                      1/28
                                      1/29
                                      1/30
                                      1/31
                                       2/1
                                       2/2
                                       2/3
                                       2/4
                                       2/5
                                       2/6
                                       2/7
                                       2/8
                                                    @LisaRocksSEM
Final Thoughts…

•  Opportunities to reach your audience
   beyond keyword search
•  Integrate with other online marketing tactics:
   messaging, landing pages, promotions, etc
•  If not now:

    Look to the future


                                      @LisaRocksSEM
Thank You!

Contact:
Lisa Raehsler
SEM Strategy Consultant


Certified Google Advertising Professional


raehsler@gmail.com
@lisarocksSEM
blog: onlinemarketingmavens.com



                                            @LisaRocksSEM

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PPC Beyond Search Lisa Raehsler SES NY 2011

  • 1. PPC Beyond Search New Ad Formats, Display, Social Lisa Raehsler SEM Strategy Consultant March 23, 2011
  • 2. About Me • Pay-per-click management, specializing in – Ecommerce – Retargeting • Managed over 30 PPC accounts at agencies and client side • Co-founder MnSEM, Active volunteer MIMA • Learn more: linkedin.com/in/lisarockssem • Follow on Twitter: LisaRocksSEM @LisaRocksSEM
  • 3. Beyond Search: New Ad Formats, Display, Social 1.  Google SiteLinks 2.  Google Retargeting 3.  LinkedIn Ads @LisaRocksSEM
  • 4. Google SiteLinks •  Expands ad with up to 4 additional links •  Captures searcher attention •  Drives to deeper content •  Known to •  Product Categories increase CTR and •  CTAs “Apply Today” or “Get A conversions Quote” •  Seasonal or Promos “Spring Sale” @LisaRocksSEM
  • 5. Google SiteLinks: Example •  Health Insurance Company launched SiteLinks: •  Increased account CTR from •  0.93% to 1.2% •  CTR on ads with SiteLinks: 3.5% @LisaRocksSEM
  • 6. Google Retargeting •  Redirects prospect back to your site •  Keeps your site or product top of mind •  Multi-touches •  Known to be more effective than typical display due to more qualified audience @LisaRocksSEM
  • 7. Google Retargeting: Example •  CrumplePop launched retargeting: •  8600 prospects •  15% of click conversions •  90% of view through conversions •  52% of total conversions @LisaRocksSEM
  • 8. LinkedIn •  Ads reach users of professional network •  New granular targeting: •  Linkedin group •  Company name •  Job title (was function) •  Known to be effective branding tactic for BtoB @LisaRocksSEM
  • 9. LinkedIn: Example •  MnSEM launched LinkedIn Ads •  Began targeting by keywords, changed to: LinkedIn Ad Test CTR 0.070% •  Group associations 0.060% 0.050% •  Job title 0.040% 0.030% •  CTR increased from 0.020% 0.03% to 0.06% 0.010% 0.000% 1/25 1/26 1/27 1/28 1/29 1/30 1/31 2/1 2/2 2/3 2/4 2/5 2/6 2/7 2/8 @LisaRocksSEM
  • 10. Final Thoughts… •  Opportunities to reach your audience beyond keyword search •  Integrate with other online marketing tactics: messaging, landing pages, promotions, etc •  If not now:   Look to the future @LisaRocksSEM
  • 11. Thank You! Contact: Lisa Raehsler SEM Strategy Consultant Certified Google Advertising Professional raehsler@gmail.com @lisarocksSEM blog: onlinemarketingmavens.com @LisaRocksSEM