Huzzah july19
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Huzzah july19






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Huzzah july19 Huzzah july19 Presentation Transcript

  • Optimizing Your PPC
  • Daily/Weekly Maintenance
  • To Do List
    • Give data a chance to collect (100 clicks rule)
    • Check the budget/spend
    • Edits/new ads
    • Add keywords
    • Change match types
    • Add negative keywords
    • Check the destination URL (landing page)
    • Bids for the ad group and keyword levels
    • Time of day or geographic scheduling
    • Ad position
    • Quality Score
    • Account structure
  • What’s a Winner?
    For ads:
    CTR (click through rate)
    Conversion rate
    For keywords:
    Conversion rate
    Ad position
    Quality Score
  • What is Quality Score?
    In a nutshell: Google’s 1-10 scale for determining relevancy.
    Keywords have QS visibly listed in the AdWords interface.
    Ads, ad groups and accounts also have a quality score.
    • The historical CTR of the keyword and the matched ad.
    • Your account history, which is measured by the CTR of all the ads and keywords in your account .
    • The historical CTR of the display URL in the ad group.
    • The quality of the landing page.
    • The relevance of the keyword to the ads in its ad group.
    • The relevance of the keyword and the matched ad to the search query.
    • Your account's performance in the geographical region where the ad will be shown.
    • Other relevance factors.
    (pulled from Google AdWord’sAdWords Help Center)
  • Landing Pages
  • Cardinal Landing Page RulesFor onsite PPC ad groups:
    • Don’t drop people off on the home page. Send them to pages that match the keyword list. For example: Broader searches to category pages, more targeted searches to product pages.
    • Keywords from your keyword list on the landing page.
    • A clear path to conversion (add to cart, download, buy now)
    • The fewer the clicks to conversion, the better.
  • Cardinal Landing Page RulesFor PPC Dedicated Landing Pages
    • Keywords from the keyword list on the landing page
    • Message from the ads match the tone/style
    • Clear call to action
    • Clarity
    • Spelling, grammar and punctuation count!
  • To Be Above the Fold?
    • Ideally, above the fold is best for placement of info, call to action, image.
    • But sometimes a long lander is the way to go.
    • Simple products go with a simple lander.
    • Complex products need a longer lander.
  • Landing Page Examples:The GoodThe Badand The Ugly
  • Resources
    Google Website Optimizer