Generating Leads Using Google AdWords PPC
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This document proposes using Google AdWords to generate leads for Planon. It outlines setting up 10 English campaigns per month, translating landing pages and emails into other languages. The plan estimates a €40,000 annual budget phased across months. Each month the client would review translations, provide keywords and ads. The assistant would report campaign performance and recommendations to optimize ads and keywords based on metrics like clicks, cost per click, and conversions. The goal is to launch targeted campaigns to better measure ROI from paid search leads.
Generating Leads Using Google AdWords PPC
- 1. 9-2-2015 Generating Leads Using Google AdWords PPC (PLUS A January Blues Beating ‘Name That Beach’ Game) Paul Raybould http://planonsoftware.com Whitehaven Beach, Whitsunday Islands
- 2. Agenda • What is Google AdWords / PPC? • Five points to note • Why use Google AdWords for Planon? • The plan • Monthly spend estimates • Our Google AdWords ROI calculator • How you can help… • Summary
- 3. Baia do Sancho, Fernando de Noronha, Brazil (This is the best beach in the world according to tripadvisor’s Travelers’ Choice® awards 2014 ) 3
- 4. What is Google AdWords / PPC? “Google AdWords is an advertising service for businesses wanting to display ads on Google and its advertising network.” http://www.webopedia.com/TERM/A/adwords.html “Short for pay per click, PPC is an Internet marketing formula used to price online advertisements. In PPC programs the online advertisers will pay Internet Publishers the agreed upon PPC rate when an ad is clicked on, regardless if a sale is made or not.” http://www.webopedia.com/TERM/P/PPC.html 4
- 5. Example of Google AdWords 5
- 6. Quality Score and bid amount determines where our ads appear 6
- 7. Example of Google Display Network 7
- 9. Cote des Basques – Biarritz, France 9
- 10. Five points to note 1. Keywords/phrases and custom landing pages 2. Ads appear on both search results and Google’s Display Network (may change over time) 3. All landing pages include content that requires a formfill 4. Lead source and follow up 5. Monthly reporting and cost expectations over time 10
- 12. Brighton Beach – Sussex, England Disclaimer: This is not a beach for beating January blues 12
- 13. Why should Planon use Google Adwords? • Measurable • Flexible • Faster than SEO • Simpler than SEO • Allows us to test and tweak our SEO strategy • AdWords is taking over SERPs (search engine results pages) • In some instances AdWords converts better than organic clicks • Compliments other channels • Our competitors are using it 13
- 14. Why should Planon use Google AdWords? 14 The Buyersphere Report: exposé of B2B buyer behaviour
- 15. Why should Planon use Google AdWords? 15 B2B Demand Generation Benchmark IndustryView | Software Advice
- 17. Kampen Beach – Sylt, Germany 17
- 18. The plan • I will create 10 English language campaigns per month (includes target keywords, landing pages, ads and confirmation emails for people who download assets) • Campaigns of interest to your market will go to translation agency for landing pages and confirmation emails • We will work together to identify keywords and ads for your language • Each month I will report on results to optimise performance (impressions, clicks, cost per click, conversion to lead etc) 18
- 20. Scheveningen – Den Haag, Netherlands 20
- 21. Monthly spend estimates 21 € 3,200 € 3,200 € 2,400 € 3,200 € 3,200 € 2,800 € 2,000 € 2,000 € 5,600 € 4,800 € 4,000 € 3,600 € - € 1,000 € 2,000 € 3,000 € 4,000 € 5,000 € 6,000 January February March April May June July August September October November December PPC annual budget of €40.000 phased across months
- 22. Our Google AdWords ROI calculator 22
- 24. Siesta Key – Florida USA 24
- 25. How you can help… Each month you will receive: • An Excel spreadsheet with four or five landing page and confirmation email translations to review • You will then need to create a list of relevant keywords using the Google Keyword Planner https://adwords.google.com/KeywordPlanner 25
- 29. Ad Template in Excel 29
- 31. Grace Bay - Providenciales, Turks and Caicos 31
- 32. Summary • Google Adwords is increasing as a channel of importance for B2B markets • We will launch with landing pages specific to search terms and for content that requires registration to better measure ROI • Each month you will need to review landing page and confirmation email translations, provide keywords and ads • Each month I will provide a performance report as well as recommendations re ads and keywords to amend/delete etc based on performance • Lead source will be captured as ‘Paid Search’ so we can measure ROI 32
- 33. Questions? 33