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Intro To SEM (Google Adwords) For Techstars Chicago

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Intro To Search Engine Marketing (Google Adwords) For Startups. Presented at TechStars Chicago by Elan Mosbacher, VP of Marketing @ SpotHero.

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Intro To SEM (Google Adwords) For Techstars Chicago

  1. 1. S E M F O R T E C H S T A R S ELAN MOSBACHER, SUMMER 2016
  2. 2. • Intro • Why SEM Matters • About Me • SEM vs SEO • Everything you need to know about SEM in 1 deck • How to not fail 2
  3. 3. G O O G L E T R E N D S
  4. 4. SPOTHERO ©2016 4 G O O G L E T R E N D S :
  5. 5. SPOTHERO ©2016 5 G O O G L E T R E N D S : S U P E R B O W L
  6. 6. SPOTHERO ©2016 6 G O O G L E T R E N D S :
  7. 7. W H Y S E M M A T T E R S
  8. 8. SPOTHERO ©2016 8 S E M I S A M A J O R I N V E S T M E N T F O R M O S T S T A R T U P S • Google is top 5 publicly traded company • > ¾ of Google’s revenue comes directly from SEM • After headcount, SEM is often biggest line item for startups https://en.wikipedia.org/wiki/List_of_public_corporations_by_market_capitalization https://investor.google.com/earnings/2015/Q3_google_earnings.html
  9. 9. SPOTHERO ©2016 9 T O P A C Q U I S I T I O N C H A N N E L S F O R C H I C A G O S T A R T U P S 24% 20% 8%8% 4% 4% 4% 4% 4% 4% 4% 4% 4%4% Top Acquisition Channels SEM SEO Word of Mouth Partnerships Social Referral PR Outbound Sales Other Facebook Email Direct Traffic Content Marketing Conferences
  10. 10. SPOTHERO ©2016 10 M A R K E T I N G B U D G E T F O R C H I C A G O S T A R T U P S 22% 56% 0% 11% 11%0%0% <$100K $100K to $499K $500K to $999K $1M to $5M $5M to $10M $10M to $25 M $25M to $100M $100M+
  11. 11. W H O A M I ?
  12. 12. SPOTHERO ©2016 12 A B O U T M E Elan Mosbacher • Serial Startup Marketer: Head of marketing @ 3 venture funded startups • VP of Marketing @ SpotHero Past 3 Years (Seed to Series B) • >$10 Million in SEM Management (3 FTE, countless consulting gigs) • Kellogg MBA, B.S. in Finance & Entrepreneurship • Techstars companies I’ve helped: o Power2Switch o GiveForward o WhimseyBox o UrbanLeash o SpotHero (as FTE)
  13. 13. S E M V S S E O
  14. 14. SPOTHERO ©2016 14 S E M W A R N I N G : A M I N U T E T O L E A R N , A L I F E T I M E T O M A S T E R
  15. 15. SPOTHERO ©2016 15 S E M V S S E O
  16. 16. SPOTHERO ©2016 1616 S E M ’ S A D V A N T A G E • Immediate traffic to your website • Flexible budget • Easy to scale • Optimized for testing • Measureable and data rich • Full control over targeting & ad copy • Capture existing demand resulting in relatively high ROI
  17. 17. SPOTHERO ©2016 17 H O W T O G E T S T A R T E D The 3-Step Elements Wave
  18. 18. E V E R Y T H I N G Y O U N E E D T O K N O W A B O U T S E M I N 1 D E C K . . .
  19. 19. SPOTHERO ©2016 19 S E M A D V E R T I S I N G A C C O U N T S T R U C T U R E
  20. 20. SPOTHERO ©2016 20 L E T ’ S S T A R T W I T H K E Y W O R D S
  21. 21. SPOTHERO ©2016 21 K E Y W O R D S What Keywords Are You Customers Looking For? • Google Keyword Planner • Google Instant / Google Suggest • Uber Suggest • SpyFu / SEM Rush • SKUs, or names of products and services you sell
  22. 22. SPOTHERO ©2016 22 K E Y W O R D S : K E Y W O R D P L A N N E R
  23. 23. SPOTHERO ©2016 23 K E Y W O R D S : K E Y W O R D P L A N N E R
  24. 24. SPOTHERO ©2016 24 K E Y W O R D S : G O O G L E I N S T A N T / S U G G E S T
  25. 25. SPOTHERO ©2016 25 K E Y W O R D S : U B E R S U G G E S T
  26. 26. SPOTHERO ©2016 26 K E Y W O R D S : S P Y F U O R S E M R U S H
  27. 27. SPOTHERO ©2016 27 K E Y W O R D S : M A T C H T Y P E S Not Relevant Less Targeted More Targeted Negative Match: -games Won’t show for: parking games Broad Match: parking Show: parking, best place to park Broad Match Modifier: +chicago +parking Show: chicago monthly parking, parking in chicago Not: Evanston parking Phrase Match: “chicago parking” Show: chicago parking rates, best chicago parking Not: Chicago cubs parking Exact Match: [chicago parking] Show: chicago parking Not: chicago parking rates, loop parking, parking chicago PRO TIP: When in doubt, use a more targeted keyword match type.
  28. 28. SPOTHERO ©2016 28 T I P : F O C U S O N T H E L O N G T A I L K E Y W O R D S
  29. 29. SPOTHERO ©2016 29 K E Y W O R D S U M M A R Y • Brainstorm keywords • Be sure to use the right match type • Be sure to use negative keywords • Group them into buckets of similar themes o Brand o Geo o By product or service o By stage of the funnel (e.g. ideas vs. compare vs. buy) Tip 1: Use the “search query” tool to find new exact match and new negative match terms Tip 2: This is an ongoing process. You do it regularly, not just once.
  30. 30. SPOTHERO ©2016 30 A D S & A D G R O U P S
  31. 31. SPOTHERO ©2016 31 A D S & A D G R O U P S • Themes of keywords go in a bucket called an ad group • On the front of the bucket, you’ll have an ad Adgroup 1 Adgroup 2 Adgroup 3 Brand Terms Product Terms Service Terms
  32. 32. SPOTHERO ©2016 32 A D S & A D G R O U P S
  33. 33. SPOTHERO ©2016 33 A D S & A D G R O U P S
  34. 34. SPOTHERO ©2016 34 A D S & A D G R O U P S Use the keywords in your ad Test at least two ad copy versions • Headlines • Descriptions • Display URL • Ad Extensions Make sure your keyword, ad and landing page offers match
  35. 35. SPOTHERO ©2016 35 Q U A L I T Y S C O R E & B I D D I N G Bidding • You set a max CPC you are willing to pay • Google looks at CPC, CTR & Quality score to determine what you pay • Better CTR means Google makes more money • Better CTR means higher quality score • Example: $1 x 1M or $1M x 1 Quality Score: • How relevant is your ad & landing page to the search term? • How strong is the click-through rate relative to others? • How good is the User Experience on the landing page? • Relevant ads are better for the user and make Google more money Therefore, Google reward higher quality score accounts with lower CPC
  36. 36. SPOTHERO ©2016 36 Q U A L I T Y S C O R E & B I D D I N G T I P S Quality Score Tips: • Tight buckets of keywords themes in adgroups • Tailor ad copy to intend of search, include keyword • Split test ads to boost click-through-rate (CTR) • Build landing page to meet needs to search
  37. 37. SPOTHERO ©2016 37 A C C O U N T S & C A M P A I G N S
  38. 38. SPOTHERO ©2016 38 A C C O U N T S & C A M P A I G N S Campaigns are where you set budget, targeting & distribution • Product line, geo, service type, etc • You have have multiple per product, geo, or service When your accounts get big enough (100ks keywords), you may open multiple accounts with one search engine under one MCC account
  39. 39. SPOTHERO ©2016 39 W A Y S T O M E A S U R E SEM is about balancing costs and volume • CPM = Cost Per 1000 impressions • CPC = Cost Per Click • CPL = Cost Per Lead • CPA = Cost Per Action or Acquisition • ROAS = Return on Ad Spend • GM = Gross Margin • CAC:LTV = Customer Acquisition Cost : Lifetime Value • Payback = How many months until you break even?
  40. 40. H O W N O T T O F A I L
  41. 41. SPOTHERO ©2016 41 P A R T 1 Ask: Is SEM right for you? • Target Audience (e.g. Not developers) • Demand Capture > Demand Generation • Budget? Competition? Profitability (e.g. eCommerce > social network)? Be sure your web analytics and conversion tracking are set up properly
  42. 42. SPOTHERO ©2016 42 P A R T 2 Keywords: Avoid broad match, which is the Google default because it makes them the most money Ad Groups: Get a granular as possible: • 1 keyword : 2 a/b tested ads : 1 dedicated landing page Bidding: Bid on: • Your brand terms • Long tail terms • Terms with purchase intent (e.g. rates, compare, vs., buy) • The specific products you sell (e.g. SKU #) Focus on one thing at a time • More volume (keywords) • Better CTR (ads) • Better conversion rates (landing pages)
  43. 43. SPOTHERO ©2016 43 P A R T 3 Start small and grow slowly, or you can waste a lot of money Don’t: Set & forget! Forget to ask for help. Hack: Take your competitors’ email subject lines & run an exact match display campaign…you’ll end up in your competitors’ customers gmail inboxes Get Adwords Editor! Makes life way easier  Need help? For starters  • One-time audit > ongoing monthly retainer
  44. 44. T H A N K Y O U Elan Mosbacher VP of Marketing elan@spothero.com @mosbacher 773.888.ELAN
  45. 45. SPOTHERO ©2016 45 A D D I T I O N A L R E S O U R C E S Terms to know: SEM SEO PPC CTR CPM Campaign Ad Group Ad Copy Keyword Exact Phrase Broad Broad Modifier Quality Score Where to get started: Google Adwords Certification (To learn) Google Adwords Account (To start) Google Keyword Planner (To build) Google Adwords Editor (To scale)

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