In the market to boost your conversion rates? Want to drive more calls and sales from mobile search? Then you should not only understand the interactions and behaviors your users take online, but also track and personalize the mobile conversion experience; if you don’t – it’s time to jump on the bandwagon! In this webinar recording, experts from DialogTech and Hanapin Marketing give you the lowdown on 6 killer PPC conversion tactics you need to try now. You’ll get expert-level PPC tips like: *How to use Google Analytics to find your best keywords *Utilizing assisted conversion metrics to help identify the right user *Best practices on click-to-call conversion attribution and optimization

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&HOSTED BY:
6 Killer PPC
Conversion Tactics
You Need To Try

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Presenters
• Brendan Jackson
– Director of
Marketing at
DialogTech
– @DialogTech
• Angelo Tsakonas
– Search Marketing
Team Lead at
DialogTech
– @DialogTech
• Jacob Fairclough
– Senior Account
Analyst at Hanapin
Marketing
– @RealSecretJake

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your PPC account(s)?
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a) I’m part of an in-house PPC team.
b) I do all the marketing myself including PPC.
c) I work with an agency.
d) I’m a consultant.

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1.Dynamic Search Ads
Take advantage of your top pages
Dynamic Ads Create Titles and URLs based on queries
◉Targeted by page, category, etc.
◉Google will then match relevant queries to your targets
◉You still maintain query control
◉Fill in the gaps of your existing campaigns
◉Clicks are much cheaper than standard ads

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1.Dynamic Search Ads
Taking Dynamic Ads to the Next Level
Further Optimizations
◉Exclude your existing keywords
◉Use SQRs to find new keywords or expansion opportunities
◉Layer a remarketing list over your DSA campaign.

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2. Outside of the Search Engine
Other PPC Platforms
You aren’t stuck with SERPs
Other platforms let you reach customers at different points whether it’s in their inbox
or social media.
◉FaceBook
 Remarketing to your e-mail list
 Targeting based on occupation
 Similar users

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2. Outside of the Search Engine
Gmail Sponsored Promotions
Advertise to users in their GMail inboxes.
◉Multi Step Process
 Users can take actions via the inbox and see expanded ads.
◉Target Users by,
 keywords
 domains
 age
 interests and topics

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3. Call Attribution
Tracking where your phone calls come from can be one of the most important
tactics you use as a marketer. Calls are often the most important lead or inquiry
type and over half of mobile searchers are likely to call you.
◉Track calls to the Campaign, Adgroup, Ad, and Keyword that drove
the visit
◉Report on calls as conversions within Google Adwords
◉See calls as events and goals within Google Analytics

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3. Call Attribution

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3. Call Attribution

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Live Poll Question #3
Do you track calls from your Paid Search efforts?
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a) Yes
b) We used to, not anymore
c) We’re investigating a call tracking solution
d) No

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4. Conversion Segments
You want to completely understand how paid search is converting. This should
include the conversions or purchases that were assisted by your paid search
efforts.
◉View conversions from paid search based on first touch vs. last touch
◉View conversions from other channels that were “assisted” by your
paid search efforts
◉Get full credit for all conversions/leads generated by your paid search
efforts, regardless of where in the funnel your visitors are

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4. Conversion Segments

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4. Conversion Segments

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5. Targeted Remarketing Lists
The more targeted your remarketing efforts the more likely you are to see
conversions. Building custom lists using conversion data can be a highly effective
tactic to boost conversions.
◉Highlight specials and promotions for visitors who have already
converted at top of funnel to boost lower funnel conversions
◉Create targeted campaigns to generate referrals from recent users
that converted on your site

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5. Targeted Remarketing Lists

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5. Targeted Remarketing Lists

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6. Finding New Audiences
Take advantage of Google’s Data
Using specialized audiences expands your reach
You can remarket to users in your sales process but also find new ones by
utlizing AdWords advanced audiences.
◉In-Market Audiences
◉Affinity Audiences
◉Custom Affinity Audiences

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6. Affinity Audiences
Find Customers Like Yours
Expand your reach
Use these audiences to find new customers in your demographics
○Think of these are your broad reach campaigns
○These are users with similar patterns of behaviour and interests
○To control the wide reach
■ Layer with other targeting such as keywords
■ Use custom audiences based on URL bundles
■ Use conservative bidding options to control costs
○Remarket to these users through your standard PPC campaigns

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6. In-Market Audiences
Find Customers Ready to Buy
Show Ads to Customers in the Final Stages
These audiences contain users who are close to making a purchase
○These campaigns trade reach for specificity
○Rather than just an interest, these users show intent
○These are valuable customers you want to reach
○Look to this audience for direct conversions.

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
DialogTech Feedback: bsymes@dialogtech.com