Here's my deck from Hero Conference in Austin, Texas. April 2018

1. Why did they Google it in the first place?
Matt Mason
Senior Client Manager

2. 2.5 years, Senior Client Manager
Lead our Paid Social department
Point It
Huge sports fan. Big Saint Louis
Cardinals guy.
Sports
Enough said
Craft Beer
Recognized as one of the top 5
rising stars by PPC Hero in 2017
Rising Star
@MattMasonPPC | @Point_It

3. Learner Outcomes
Grow Budget Buy In
Grow branded search
through GDN,
YouTube, & Paid
Social
How to allocate
budget effectively
across the different
tactics
How to convince
key stakeholders
to buy in (client or
boss)
@MattMasonPPC | @Point_It

4. Branded
Search
Why do people search for your Brand in the first place?
What caused them to do it?
4
@MattMasonPPC | @Point_It

5. You’re thinking incorrectly
● Search doesn’t create demand
● Search captures demand
● We have to be marketers
Would you walk up to the most attractive person at the coffee shop
and lead off with, “will you marry me?”
@MattMasonPPC | @Point_It

6. No!
Well, maybe. But I certainly hope not.
@MattMasonPPC | @Point_It

7. The Problem
I don’t know how to tell you this, we’re not all special

8. Overly Crowded Markets
Small
Budgets
Most advertisers aren’t
working with a $60
million dollar a year
budget for digital.
Competition
Let’s face it, the days
of just a handful of
advertisers in the
auctions are over.
High
Non-Brand Terms
It’s expensive to bid on
terms that aren’t yours
and even harder to get
the KPI’s you’re
looking for.
Costly
Brand Visibility
We’re not all working
for Brands that have
household name
recognition.
Low
@MattMasonPPC | @Point_It

9. How can we be
heard amongst all
the noise?
What if I told you that there was a way
to increase new users to your site by
100% and conversions by 40%?
@MattMasonPPC | @Point_It

10. Leveraging your
existing platforms
GDN
According to AdStage,
in Q4 of 2017, GDN
CPC’s were 40%
lower than search.
YouTube
Over 1 billion people
use YouTube, roughly
1/3rd of the internet.
Facebook
Over 2 billion people
use Facebook on a
daily basis. That’s
67% of the internet!

11. Why GDN, YouTube, & Facebook?
● Already viewed as PPC
● Easier to allocate budget
● Not as “scary” as programmatic
● “Cleaner” attribution
● Cost effective
Why not one of the other, fancier options?
@MattMasonPPC | @Point_It

12. Why Video?
● 45% of people watch more than an hour of FB and
YouTube Videos a week
● 1/3rd of online activity is spent watching videos
● Viewers retain 95% of a message in a video compared to
text
● Social video generates 1200% more shares than text and
images combined
Matt, come on. To be honest, that’s so expensive.
@MattMasonPPC | @Point_It

13. Case Study Time
Because who doesn’t love a good case study?

14. The Client’s “Unique Problem”
● Non-brand CPC’s ~$10
● CPA goal of $100
● Competitors with +10x budgets
● 8 competitors bidding on brand terms
● Non-brand impression share <10%
Small company in a specialized insurance market
@MattMasonPPC | @Point_It

15. Hypothesis
By turning off non-brand search and focusing on an upper funnel
branding strategy, we can increase overall traffic + branded search and
improve CPA without sacrificing conversion volume.
15
@MattMasonPPC | @Point_It

16. Heavy Breathing Intensifies

17. Tactics + Audiences Used
YouTube TrueView
Only pay if user clicks or
watches 30-seconds. Free
branding
Google Display Network
Placements on websites
and in gmail.
Facebook Video View
Optimizes toward video
views, allowing you to
create audiences based off
time spent watching.
Custom Affinity Audiences
Factors in consumers’ most
recent passions and ongoing
interests.
Custom Intent Audiences
People who are in-market for
and interested in buying
products like yours.
Lookalike/Similar
Audiences
Based off your own first party
data, finds users who are like
yours.
@MattMasonPPC | @Point_It

18. Place your screenshot here
Assets
Needed
Videos and static banners
Utilize what you have
@MattMasonPPC | @Point_It

19. Results
I’m a PPC marketer, give me the data!
0
20
40
60
80
100
120
140
0
2000
4000
6000
8000
10000
12000
10/1/17 11/1/17 12/1/17 1/1/18 2/1/18 3/1/18
New Users vs Transactions
New Users Transactions
● +11% cost efficiency
● +43% transactions
● +145% new users
@MattMasonPPC | @Point_It

20. Allocating Budget Effectively
How should we spend the money?!

21. Start with what you’ve got
● Fully fund your branded search (if it isn’t already)
● Start with even split
● Run for 2 weeks before making any decisions
● Adjust based on KPI’s
● Utilize click-assisted and view-through conversions
Let the data guide you
@MattMasonPPC | @Point_It

22. Convincing Stakeholders
My boss/client will never sign off on this!

24. Start Small
● Propose a test
● Use data to support your decision
● Don’t be afraid to fail
● It’s a chance to innovate
@MattMasonPPC | @Point_It

25. Creative Audiences
YouTube Director
onsite to help create
videos
Custom
Affinity/Intent
audiences to target
competitors
Start small and scale.
Tag FB ads with
UTM parameters
1 3
2 4
Tracking Results
Actionable Takeaways
@MattMasonPPC | @Point_It

26. Thank You!
Check out our blog:
pointit.com /blog
Download this deck:
slideshare.net/M attM ason41