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How To Build PPC Campaigns from the Ground Up - Anvil Media

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Kent J Lewis

The document discusses the fundamentals of building effective digital marketing campaigns, likening the process to constructing a house with a solid foundation, walls, and windows. It emphasizes the importance of clear marketing objectives, understanding the target audience, and delivering compelling content. Success is framed as a structured approach that avoids collapsing campaigns by ensuring all elements are cohesive and well-planned.

Business
Related topics:
Paid Media • Pay-Per-Click • Business Goals • Lead Generation Strategies • PPC Campaigns
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Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Foundation For Success Building Better Digital Marketing Campaigns From The Ground Up Presented by: Brett Myers Paid Media Strategist @paypercliche @anvilmedia www.anvilmedia.com
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.2
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 3
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” 4
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” “I want to have remarketing!” 5
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” “I want to have remarketing!” “I want to see my products in Shopping ads!” 6
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” “I want to have remarketing!” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!” 7
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want a house” 8
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.9
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.10
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 11
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “What do you really want?” 12
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 13 “I want to run a Google Search campaign!” “I want to have remarketing!” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 14 “I want to build brand awareness” “I want to have remarketing!” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 15 “I want to build brand awareness” “I want to drive retail traffic.” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 16 “I want to build brand awareness” “I want to drive retail traffic.” “I want to increase online sales.” “I want to try LinkedIn ads!”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 17 “I want to build brand awareness” “I want to drive retail traffic.” “I want to increase online sales.” “I want to increase the quality of leads.”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want a home that friends & family will visit.” 18
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.  A roof that doesn’t leak  Sturdy walls  Windows that let light in  A welcoming front door BUILDING A HOUSE 19
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house. 20
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house.  There are several steps that must be followed in the correct order. 21
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house.  There are several steps that must be followed in the correct order.  If you try to build a campaign from the top-down, it will collapse. 22
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house.  There are several steps that must be followed in the correct order.  If you try to build a campaign from the top-down, it will collapse. 23
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN 24
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FOUNDATION 25
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Do not build a campaign without a foundation. 26
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FOUNDATION The content with which you achieve your business goals. 27
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. “I want to increase online sales.” BUSINESS GOALS 28
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. 29
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” 30
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” Outcome: Getting visitors to product pages. 31
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” Outcome: Getting visitors to product pages. Getting visitors to purchase products online. 32
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” By showing consumers they are receiving quality and value from a reliable company. Outcome: Getting visitors to product pages. Getting visitors to purchase products online. 33
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: By showing consumers they are receiving quality and value from a reliable company. Outcome: Getting visitors to purchase products online. Content: Presenting the consumer with a shopping experience that exudes quality & value, while building trust in her company. 34
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS “I want to increase the quality of leads.” 35
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. 36
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” 37
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” Outcome: Get people to download a PDF that tells them about a new software. 38
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” Outcome: Get people to download a PDF that tells them about a new software. Getting a key decision-maker interested in learning more about Scott’s software. 39
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” By showing decision-makers why his software will improve the productivity of their business. Outcome: Get people to download a PDF that tells them about a new software. Getting a key decision-maker interested in learning more about Scott’s software. 40
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: By showing decision-makers why his software will improve the productivity of their business. Outcome: Getting key decision-makers interested in learning more about Scott’s software. Content: Presenting the potential client with data that illustrates how and why Scott’s software will improve their productivity. 41
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the content by which you will achieve your business goals. 42
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WALLS 43
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WALLS How will your campaign best reach your audience? 44
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Do not assume you know who your target audience is. 45
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Creating a campaign that captures your audience is like building a “floorplan” for your house. 46
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Trying to apply a one-size fits all campaign to your audience will leave much of your audience out of reach. 47
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE A campaign reaching your full audience may look different, but remember, you’re building this for them. 48
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Ways to define your audience:  Engage in customer research 49
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Ways to define your audience:  Engage in customer research  Test smaller campaigns to gauge reach & engagement. 50
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Ways to define your audience:  Engage in customer research  Test smaller campaigns to gauge reach & engagement.  Start with what you know about your current site visitors. 51
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… 52
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. 53
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. 54
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. …what incentives might pull a user away from each platform. 55
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. …what incentives might pull a user away from each platform. …the cost of advertising on each platform. 56
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. …what incentives might pull a user away from each platform. …the cost of advertising on each platform. …what platform allows you to best present your content? 57
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the content by which you will achieve your business goals. STEP 2: THE WALLS Build your campaign around your audience and content. 58
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WINDOWS 59
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WINDOWS How can your ads best present your brand/product? 60
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ads are often the first impression someone may have of your brand. Ads shed light on what you’re offering and are your first chance to show a potential customer your ‘home’. 61
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Too many ad variations or too many messages can leave your audience confused and disoriented. Too few ads or too little information can leave your audience in the dark or feeling ‘left out in the cold’. 62
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent 63
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting 64
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting  Not overly showy 65
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting  Not overly showy Show your audience who you are and what you have to offer. 66
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting  Not overly showy Show your audience who you are and what you have to offer. Entice them to take action. 67
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE FRONT DOOR 68
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE FRONT DOOR How will your ads invite your audience to take the next step? 69
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BE WELCOMING The most important element of your ad is the call-to-action or CTA. This encourages your audience to follow-through on their intrigue and sets the expectation for what step they should take next. 70
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BE WELCOMING If your CTA is missing or confusing, you’re losing an opportunity to invite a potential customer into your ‘home’. Make sure the action they need to take is clear and evident in the ad. 71
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BE WELCOMING Just as you might offer a house guest a snack or beverage, don’t be afraid to offer your audience additional incentives (i.e. discounts, limited offers, promo codes, freebies) to make them feel more welcome and special. 72
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the content by which you will achieve your business goals. STEP 2: THE WALLS Build your campaign around your audience – not vice versa. STEP 3: WINDOWS & DOORS Create ads that illuminate your brand and provide a clear course of action. 73
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE ROOF 74
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE ROOF Your campaign budget. 75
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. 76
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. 77
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success? 78
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success?  Divide that number by the Avg. CVR (conversion rate) for your new site visitors. 79
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success?  Divide that number by the Avg. CVR (conversion rate) for your new site visitors.  Multiply that number by the Avg. CPC or CPM of each channel (depending on purpose). 80
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success?  Divide that number by the Avg. CVR (conversion rate) for your new site visitors.  Multiply that number by the Avg. CPC or CPM of each channel (depending on purpose). (Desired converting visitors / Average CVR) * Average CPC = Your Campaign Budget 81
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET Another important aspect of roofs is that they have to grow with the house. Adding a new wing to a home also requires expanding the roof to cover it. Similarly, as your campaign succeeds and grows, don’t be afraid to RAISE THE ROOF on your campaign budget. 82
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the best vehicle by which you can achieve your business goals. STEP 2: THE WALLS Build your campaign around your audience – not vice versa. STEP 3: WINDOWS & DOORS Create ads that illuminate your brand and provide a clear course of action. STEP 4: THE ROOF Let it breathe and be prepared to raise it. 83
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to: BUILDING A CAMPAIGN 84
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service. BUILDING A CAMPAIGN 85
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them. BUILDING A CAMPAIGN 86
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them.  Present your brand & offerings in a way that encourages desired actions. BUILDING A CAMPAIGN 87
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them.  Present your brand & offerings in a way that encourages desired actions.  Understand how to structure your budget to meet your goals. BUILDING A CAMPAIGN 88
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them.  Present your brand & offerings in a way that encourages desired actions.  Understand how to structure your budget to meet your goals. BUILDING A CAMPAIGN 89 DON’T FORGET
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.90 CAMPAIGN MAINTENANCE!
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Tweet @anvilmedia or @paypercliche with #AskAnvil 91
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank you! anvilmedia.com Presented by: Brett Myers Paid Media Strategist @paypercliche @anvilmedia www.anvilmedia.com

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How To Build PPC Campaigns from the Ground Up - Anvil Media

  • 1. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Foundation For Success Building Better Digital Marketing Campaigns From The Ground Up Presented by: Brett Myers Paid Media Strategist @paypercliche @anvilmedia www.anvilmedia.com
  • 2. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.2
  • 3. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 3
  • 4. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” 4
  • 5. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” “I want to have remarketing!” 5
  • 6. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” “I want to have remarketing!” “I want to see my products in Shopping ads!” 6
  • 7. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want to run a Google Search campaign!” “I want to have remarketing!” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!” 7
  • 8. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want a house” 8
  • 9. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.9
  • 10. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.10
  • 11. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 11
  • 12. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “What do you really want?” 12
  • 13. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 13 “I want to run a Google Search campaign!” “I want to have remarketing!” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!”
  • 14. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 14 “I want to build brand awareness” “I want to have remarketing!” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!”
  • 15. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 15 “I want to build brand awareness” “I want to drive retail traffic.” “I want to see my products in Shopping ads!” “I want to try LinkedIn ads!”
  • 16. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 16 “I want to build brand awareness” “I want to drive retail traffic.” “I want to increase online sales.” “I want to try LinkedIn ads!”
  • 17. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES 17 “I want to build brand awareness” “I want to drive retail traffic.” “I want to increase online sales.” “I want to increase the quality of leads.”
  • 18. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. MARKETING OBJECTIVES “I want a home that friends & family will visit.” 18
  • 19. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.  A roof that doesn’t leak  Sturdy walls  Windows that let light in  A welcoming front door BUILDING A HOUSE 19
  • 20. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house. 20
  • 21. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house.  There are several steps that must be followed in the correct order. 21
  • 22. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house.  There are several steps that must be followed in the correct order.  If you try to build a campaign from the top-down, it will collapse. 22
  • 23. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN  Building a successful campaign is a lot like building a house.  There are several steps that must be followed in the correct order.  If you try to build a campaign from the top-down, it will collapse. 23
  • 24. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN 24
  • 25. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FOUNDATION 25
  • 26. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Do not build a campaign without a foundation. 26
  • 27. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FOUNDATION The content with which you achieve your business goals. 27
  • 28. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. “I want to increase online sales.” BUSINESS GOALS 28
  • 29. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. 29
  • 30. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” 30
  • 31. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” Outcome: Getting visitors to product pages. 31
  • 32. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” Outcome: Getting visitors to product pages. Getting visitors to purchase products online. 32
  • 33. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: “By taking consumers to my product pages.” By showing consumers they are receiving quality and value from a reliable company. Outcome: Getting visitors to product pages. Getting visitors to purchase products online. 33
  • 34. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Sandy sells seaside seashell jewelry. Goal: Sandy wants to increase online sales. Method: By showing consumers they are receiving quality and value from a reliable company. Outcome: Getting visitors to purchase products online. Content: Presenting the consumer with a shopping experience that exudes quality & value, while building trust in her company. 34
  • 35. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS “I want to increase the quality of leads.” 35
  • 36. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. 36
  • 37. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” 37
  • 38. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” Outcome: Get people to download a PDF that tells them about a new software. 38
  • 39. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” Outcome: Get people to download a PDF that tells them about a new software. Getting a key decision-maker interested in learning more about Scott’s software. 39
  • 40. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: “By offering a whitepaper on this emerging technology.” By showing decision-makers why his software will improve the productivity of their business. Outcome: Get people to download a PDF that tells them about a new software. Getting a key decision-maker interested in learning more about Scott’s software. 40
  • 41. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUSINESS GOALS Business: Scott owns a slick software startup company. Goal: Scott wants to increase quality leads to his site. Method: By showing decision-makers why his software will improve the productivity of their business. Outcome: Getting key decision-makers interested in learning more about Scott’s software. Content: Presenting the potential client with data that illustrates how and why Scott’s software will improve their productivity. 41
  • 42. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the content by which you will achieve your business goals. 42
  • 43. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WALLS 43
  • 44. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WALLS How will your campaign best reach your audience? 44
  • 45. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Do not assume you know who your target audience is. 45
  • 46. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Creating a campaign that captures your audience is like building a “floorplan” for your house. 46
  • 47. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Trying to apply a one-size fits all campaign to your audience will leave much of your audience out of reach. 47
  • 48. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE A campaign reaching your full audience may look different, but remember, you’re building this for them. 48
  • 49. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Ways to define your audience:  Engage in customer research 49
  • 50. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Ways to define your audience:  Engage in customer research  Test smaller campaigns to gauge reach & engagement. 50
  • 51. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DEFINE YOUR AUDIENCE Ways to define your audience:  Engage in customer research  Test smaller campaigns to gauge reach & engagement.  Start with what you know about your current site visitors. 51
  • 52. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… 52
  • 53. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. 53
  • 54. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. 54
  • 55. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. …what incentives might pull a user away from each platform. 55
  • 56. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. …what incentives might pull a user away from each platform. …the cost of advertising on each platform. 56
  • 57. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. FIND YOUR AUDIENCE Ways to find your audience: Consider… …how people use each platform. …why people use each platform. …what incentives might pull a user away from each platform. …the cost of advertising on each platform. …what platform allows you to best present your content? 57
  • 58. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the content by which you will achieve your business goals. STEP 2: THE WALLS Build your campaign around your audience and content. 58
  • 59. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WINDOWS 59
  • 60. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE WINDOWS How can your ads best present your brand/product? 60
  • 61. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ads are often the first impression someone may have of your brand. Ads shed light on what you’re offering and are your first chance to show a potential customer your ‘home’. 61
  • 62. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Too many ad variations or too many messages can leave your audience confused and disoriented. Too few ads or too little information can leave your audience in the dark or feeling ‘left out in the cold’. 62
  • 63. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent 63
  • 64. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting 64
  • 65. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting  Not overly showy 65
  • 66. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting  Not overly showy Show your audience who you are and what you have to offer. 66
  • 67. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ILLUMINATE YOUR BRAND Ideally, your ads should be:  Clear & transparent  Intriguing/exciting  Not overly showy Show your audience who you are and what you have to offer. Entice them to take action. 67
  • 68. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE FRONT DOOR 68
  • 69. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE FRONT DOOR How will your ads invite your audience to take the next step? 69
  • 70. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BE WELCOMING The most important element of your ad is the call-to-action or CTA. This encourages your audience to follow-through on their intrigue and sets the expectation for what step they should take next. 70
  • 71. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BE WELCOMING If your CTA is missing or confusing, you’re losing an opportunity to invite a potential customer into your ‘home’. Make sure the action they need to take is clear and evident in the ad. 71
  • 72. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BE WELCOMING Just as you might offer a house guest a snack or beverage, don’t be afraid to offer your audience additional incentives (i.e. discounts, limited offers, promo codes, freebies) to make them feel more welcome and special. 72
  • 73. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the content by which you will achieve your business goals. STEP 2: THE WALLS Build your campaign around your audience – not vice versa. STEP 3: WINDOWS & DOORS Create ads that illuminate your brand and provide a clear course of action. 73
  • 74. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE ROOF 74
  • 75. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THE ROOF Your campaign budget. 75
  • 76. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. 76
  • 77. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. 77
  • 78. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success? 78
  • 79. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success?  Divide that number by the Avg. CVR (conversion rate) for your new site visitors. 79
  • 80. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success?  Divide that number by the Avg. CVR (conversion rate) for your new site visitors.  Multiply that number by the Avg. CPC or CPM of each channel (depending on purpose). 80
  • 81. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET The roof of a home has many purposes. In addition to repelling weather and keeping heat inside, the roof also lets the house breathe. Similarly, it is crucial to allow your campaign to breathe and have budget flexibility during peak performance. To determine your budget:  Start with your business goal. How many sales/leads would you consider a success?  Divide that number by the Avg. CVR (conversion rate) for your new site visitors.  Multiply that number by the Avg. CPC or CPM of each channel (depending on purpose). (Desired converting visitors / Average CVR) * Average CPC = Your Campaign Budget 81
  • 82. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DETERMINE YOUR BUDGET Another important aspect of roofs is that they have to grow with the house. Adding a new wing to a home also requires expanding the roof to cover it. Similarly, as your campaign succeeds and grows, don’t be afraid to RAISE THE ROOF on your campaign budget. 82
  • 83. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. BUILDING A CAMPAIGN STEP 1: FOUNDATION Define the best vehicle by which you can achieve your business goals. STEP 2: THE WALLS Build your campaign around your audience – not vice versa. STEP 3: WINDOWS & DOORS Create ads that illuminate your brand and provide a clear course of action. STEP 4: THE ROOF Let it breathe and be prepared to raise it. 83
  • 84. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to: BUILDING A CAMPAIGN 84
  • 85. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service. BUILDING A CAMPAIGN 85
  • 86. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them. BUILDING A CAMPAIGN 86
  • 87. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them.  Present your brand & offerings in a way that encourages desired actions. BUILDING A CAMPAIGN 87
  • 88. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them.  Present your brand & offerings in a way that encourages desired actions.  Understand how to structure your budget to meet your goals. BUILDING A CAMPAIGN 88
  • 89. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Starting from the ground up allows you to:  Identify the best way to present your product or service.  Identify your audience and the best ways to reach them.  Present your brand & offerings in a way that encourages desired actions.  Understand how to structure your budget to meet your goals. BUILDING A CAMPAIGN 89 DON’T FORGET
  • 90. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.90 CAMPAIGN MAINTENANCE!
  • 91. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Tweet @anvilmedia or @paypercliche with #AskAnvil 91
  • 92. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank you! anvilmedia.com Presented by: Brett Myers Paid Media Strategist @paypercliche @anvilmedia www.anvilmedia.com

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