Best Pay Per Click Practices for Your Paid Search Marketing


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Paid search marketing firm discusses the best pay per click practices for you paid search marketing or ppc campaigns.

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Best Pay Per Click Practices for Your Paid Search Marketing

  1. 1. Pay-Per-Click (PPC) Advertising Best Practices Internet Insights
  2. 2. Key Components of a PPC Campaign <ul><li>Account set up </li></ul><ul><ul><li>Planning Campaign Architecture </li></ul></ul><ul><ul><li>Ads and Landing Pages </li></ul></ul><ul><ul><li>Geo Targeting </li></ul></ul><ul><ul><li>Network Choice </li></ul></ul><ul><ul><li>Day Parting </li></ul></ul><ul><ul><li>Daily Budget Calculations and Pacing </li></ul></ul><ul><ul><li>Campaign Management </li></ul></ul><ul><ul><li>Measurement – Let’s Align our Expectations </li></ul></ul><ul><li>*Source: </li></ul>
  3. 3. Account Set Up <ul><ul><li>Correctly setting your account up-front is key </li></ul></ul><ul><ul><li>An account communications e-mail address </li></ul></ul><ul><ul><li>Set up and integration with Google Analytics </li></ul></ul><ul><ul><li>Billing arrangements </li></ul></ul><ul><ul><ul><li>Prepay </li></ul></ul></ul><ul><ul><ul><li>Credit card: requires CC authorization </li></ul></ul></ul>
  4. 4. Campaign Architecture <ul><ul><ul><li>Campaigns & Ad Groups </li></ul></ul></ul><ul><ul><ul><li>Budget vs. Keyword management </li></ul></ul></ul><ul><ul><ul><li>for example: </li></ul></ul></ul><ul><ul><ul><li>Campaign 1 - SharePoint </li></ul></ul></ul><ul><ul><ul><li>Ad Group 1 - What is SharePoint </li></ul></ul></ul><ul><ul><ul><li>Ad Group 2 - SharePoint Resellers </li></ul></ul></ul><ul><ul><ul><li>Ad Group 3 - SharePoint Integration </li></ul></ul></ul><ul><ul><ul><li>Campaign 2 - CRM </li></ul></ul></ul><ul><ul><ul><li>Ad Group 1 - Microsoft CRM </li></ul></ul></ul><ul><ul><ul><li>Ad Group 2 - CRM Resellers </li></ul></ul></ul><ul><ul><ul><li>Always Use Negative Keywords </li></ul></ul></ul>
  5. 5. PPC Ads <ul><li>Ad Copy and Calls-to-Action </li></ul><ul><li>Visitors are more likely to convert when they see their search phrases in ad copy </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Display URL </li></ul></ul><ul><li>Entice them with an offer or incentive </li></ul><ul><li>Prompt with a Call-to-Action (CTA) </li></ul>
  6. 6. Landing Pages <ul><li>Click to … </li></ul><ul><li>Avoid using your home page </li></ul><ul><li>Synch ads with content on website </li></ul><ul><ul><li>Ecommerce – use product pages </li></ul></ul><ul><ul><li>B2B – use services pages </li></ul></ul><ul><li>For branded ads, consider taking clickers to the most popular pages/products on the site or your services (B2B) </li></ul>
  7. 7. Geo Targeting vs. Geo Phrasing <ul><ul><ul><li>Geo Targeting </li></ul></ul></ul><ul><ul><ul><li>Used to target specific geographic area (on a map) </li></ul></ul></ul><ul><ul><ul><ul><li>Local business that only serves local clients </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Business with field office locations throughout the US </li></ul></ul></ul></ul><ul><ul><ul><ul><li>E-Commerce site that only accepts USD </li></ul></ul></ul></ul><ul><ul><ul><li>Geo Phrasing </li></ul></ul></ul><ul><ul><ul><li>Using geographic related phrases regardless of geographic location </li></ul></ul></ul><ul><ul><ul><ul><li>Orlando car rental </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Florida hotels </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New York & Company clothing </li></ul></ul></ul></ul>
  8. 8. Networks <ul><ul><ul><li>Search Network </li></ul></ul></ul><ul><ul><ul><li>Pull-based Marketing </li></ul></ul></ul><ul><ul><ul><li>Searcher is looking for content </li></ul></ul></ul>
  9. 9. Networks <ul><ul><ul><li>Content Network </li></ul></ul></ul><ul><ul><ul><li>Pushed-based Marketing </li></ul></ul></ul><ul><ul><ul><ul><li>In front of relevant traffic </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Exponentially increases impressions </li></ul></ul></ul></ul>
  10. 10. Day Parting <ul><ul><li>Allows you to manage your budget based on: </li></ul></ul><ul><ul><ul><ul><li>Search peaks throughout the day and week </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Searches that most likely lead to clicks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Clicks that most likely lead to conversions (based on a measurable amount of data) </li></ul></ul></ul></ul>
  11. 11. Daily Budget and Pacing <ul><li>To Avoid Over-spend </li></ul><ul><ul><li>Monthly budget divided by 30 (avg) </li></ul></ul><ul><ul><li>Monthly budget divided by 22 (no weekends) </li></ul></ul><ul><ul><li>Keep day parting in mind </li></ul></ul><ul><li>To Avoid Under-spend </li></ul><ul><ul><li>Missed opportunities could be costly for client </li></ul></ul><ul><ul><li>Used keyword tools to discover new opportunities </li></ul></ul><ul><ul><li>Trial content network for additional impressions and clicks </li></ul></ul><ul><ul><li>Use a keyword estimator tool to assist in determining starting points for keywords </li></ul></ul>
  12. 12. Campaign Management <ul><li>Daily Budget Management </li></ul><ul><ul><li>Bidding for position placement </li></ul></ul><ul><ul><li>Best position placement based on conversion data </li></ul></ul><ul><li>Daily Keyword Management </li></ul><ul><ul><li>Dial in on star performers </li></ul></ul><ul><ul><ul><li>Opportunity for more impressions / clicks / conversions? </li></ul></ul></ul><ul><ul><ul><li>New keyword variations </li></ul></ul></ul><ul><ul><ul><li>Search query report – additions to negative keywords </li></ul></ul></ul><ul><ul><li>Nix keywords </li></ul></ul><ul><ul><ul><li>Costly clicks with no conversions </li></ul></ul></ul><ul><ul><ul><li>Decrease bids </li></ul></ul></ul><ul><li>Ad Management </li></ul><ul><ul><li>Dial in on star performers </li></ul></ul><ul><ul><li>Nix non performing ads </li></ul></ul><ul><ul><li>A/B testing </li></ul></ul>
  13. 13. Campaign Performance and Measurement <ul><li>Use Google’s reporting tools to help determine successes </li></ul><ul><ul><li>Keyword performance </li></ul></ul><ul><ul><li>Destination URL performance </li></ul></ul><ul><li>Google Analytics </li></ul><ul><ul><li>Position report </li></ul></ul>
  14. 14. How Can We Help You Grow Your Business? 866-352-4971