Ads appear on search engine result pages (SERPs)
How PPC Works
Advertisers visit the search engine’s PPC login page.
Advertisers create ads to show and list out the keywords they want associated with that ad.
Advertisers set how much they want to spend each day and how much they want to spend every time an ad is clicked.
Search engines then show the ads when relevant searches that match the advertiser’s keywords are shown.
Results come in quick
Cost is easy to control
You decide what words to bid on
You write the ads
Changes are easy to make and upload fast
There’s an on/off switch
There is customer service/tech support for most issues
It can be the cheapest form of advertising
Visitors are a targeted user- they searched for you!
It’s not for every industry
Assume that whatever money you set aside for it, is spent
It can be confusing
If your industry is competitive, it may not be any cheaper than any other method of advertising
Competitive industries require competitive budgets to match
Have to be aware and watch for click fraud
Is PPC Right for You?
Consider your advertising budget.
If a lead or sale is worth $100 to you now, how much can you spend to get that sale?
Is that amount enough to buy the clicks you’ll need?
Can visitors actually convert?
Do you have tracking set up?
Do you have the time set aside to really give it a try?
How to Pick Keywords
Start with a single product or service that you want advertise for.
Ask yourself how you would search for that item or how someone else might.
Search under a few of queries in Google and see what else comes up. Are the results related to what you’re going to be advertising for?
If so, then you’ve found your niche
From there, build a keyword list of keywords that are similar to your chosen keyword.
Keyword Niche Example I am selling a book, both as a download and as a paperback for parents about the internet and safety for their kids. My chosen search term to start with is “internet safety for kids” WHY: “internet safety” is too broad, same with “internet,” “kids” or “safety for kids.” I need to add qualifiers to make sure I show up for relevant searches and filter out users that are searching for something else.
Example Keyword List Internet safety for kids Internet safety rules for kids Internet safety tips for parents Internet safety for children Teaching kids internet safety Internet safety for parents Internet safety activities for kids Child internet safety Internet safety facts for kids Online safety for kids Internet security for kids Online internet safety for kids Online internet safety for children Keeping kids safe on the internet Web safety for kids Kids internet safety help
Tools to Generate Keywords
Google, Yahoo & MSN-Each search engine has a keyword generation tool in it. Search by keyword or URL to generate keyword ideas and add right to your account
22 Free Keyword Tools http://www.portentinteractive.com/blog/22-free-keyword-tools-to-gener.htm Examples: Search suggest Google’s Wonder Wheel, Trends or Insights for Search. Wordtracker’s Negative Keyword tool. MSN AdCenter Labs’ Keyword Mutation, Grouper and Funnels tools. SEMrush
Keyword Match Types Broad, Phrase, Exact and Negative http://searchengineland.com/understanding-keyword-match-types-42789
Broad- shows for plurals, singulars and well, everything related.
Phrase- shows for plurals, but also pays attention to word order.
Exact- shows for exact and that’s it.
Negative- all the keywords you don’t want your ads to show for.
Modified Broad- uses an “anchor” keyword, more exposure than phrase match, but more controlled than broad match alone.
Setting Up Shop
PPC Account Structure Account Campaign Campaign Ad Group Ad Group Ad Group Ad Group Ads/ KeywordList Ads/ KeywordList Ads/ KeywordList Ads/ KeywordList
Cardinal PPC Rules
Each search engine will try and differentiate itself by using different names for features, roll out tools and best practices but the basics of PPC remain the same across all of them.
Always separate out Search, Content and possibly Partner networks.
Always set a budget you are comfortable with.
Double check the setting for WHERE your ad is showing, geographically speaking.
Add negative keywords.
Do NOT set it and forget it. Always check in.
Send users to the best page possible, don’t dump them off on the home page for every ad.
Campaign Set Up
The campaign is the vessel for your ad groups and where most of the settings are. Budget, geography, networks, negative keywords, time of day/days of the week and devices.
Pick a category, place or brand that you want to group you ad groups under.
Go narrow enough so that you’ll need to have a few ad groups under it, but not so narrow for only one ad group and not so broad that you’ll need 3,000.
Use the keyword niches you plan on targeting to determine how many and which ad groups you’ll need to create.
Experiment with offering different benefits or features
People love the words: Free, Fast, Quick, Now and Shop
Make the message in the ad match the message on the landing page.
Write for your audience
Use a keyword from your list in the headline and in the body
Best Practice Ads #1 Use a keyword from your list in the headline and in the body
Ad Examples Need Some Inspiration? Test that Ad and Writing Killer Ad Copy http://www.slideshare.net/ebkendo
Optimizing Your PPC
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)
To Do List
Give data a chance to collect (100 clicks rule)
Check the budget/spend
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
What’s a Winner? For ads: CTR (click through rate) Conversion rate For keywords: CTR Conversion rate Ad position Bid Quality Score
All right, I’ve logged in and….
What Does it Mean?!
Breaking it down How much did it cost and what did you get for that cost?
Looking at the traffic
Why is this bad?
Why is this good?
Got to Dig Deep…
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.