OVERVIEW The optimal Campaign Structure Tips on writing PPC Text Ads PPC Text Ad Testing (Right vs. Wrong) Importance of Filtering your PPC Traffic Tips on Google’s Different Networks When to best use Yahoo Search & MSN (Bing) Tips for Local or Geo-Targeted Search Listings Things to always remember…. 2
CAMPAIGN STRUCTURES DVD RETAILER EXAMPLE 3
CAMPAIGN STRUCTURES It’s all about creating very tightly defined Adgroups about a specific group of products or services. 4
WRITING PPC ADS Writing Ads is one of the most difficult parts of PPC. However, when writing them, it’s important to create many different messages to see which ones perform better. 5
PPC TEXT AD TESTING The Right Way Run Tests in Phases At least 3-4 totally different Ads (ie. Price vs. Shipping vs. Quality vs. Selection) Set campaign to ROTATE Ads, Duh! Let run for two weeks or at least 10,000+ impressions. Using Web Analytics, determining successes based on CTR%, conversions and action events The Wrong Way Running more than 5 Ads at one time All Ads have one or two different words differentiating them Making assumptions based on low sample size Base Successes on CTR%. Not conversions and possible seasonality 6
PPC TEXT AD TESTING
Reaching 4 different types of audiences
Generic + Free Shipping
Discounted + 25% off
Reviews + Comparison
Affordable + Sale
PPC TEXT AD TESTING 8
PPC TEXT AD TESTING 9
FILTERING YOUR PPC TRAFFIC
Saves you money on unwanted clicks
Improves your CTR% and overall Quality Score.
Alleviates unwanted bandwidth usage
Supports better Brand Reputation
Creates ongoing optimization model
TIPS ON GOOGLE’S NETWORKS
Site Placement Network
When to Avoid Specific Networks
Best place to start a new PPC Campaign
Must be very disciplined to “game the system”
Usually provides best chance for high CTR%
Optimal for A/B and Text AD Testing
Easily tracked in Google Analytics
GOOGLE SEARCH PARTNERS
Be careful to monitor where impressions are being served
Google does not disclose all partners (only a dozen or so)
Google Search Partners drive a lot of impressions and clicks, but none of them may convert.
GOOGLECONTENT NETWORK When to switch to Content and Site Placements
Switch to the Content Network to get more clicks for the money (ie. Lower CPC)
If you want to establish a brand presence, use Placement Targeting to identify related websites to get your message out via Banner and Video Ads
WHY AVOID THE CONTENT NETWORK?
Content Network causes a lot of unqualified clicks
Gives you very low CTR% Rate which is bad
Very, very slow click history which is also bad
Susceptible to Click Fraud (Adsense)
WHY EMBRACE THE CONTENT NETWORK?
Great for Branding (display Ads)
Reach different & wider audience
Ability to filter out bad sites and spend more money on what works best.
Test different Display Banners and messaging
Usually a cheaper option to try and test the daily and monthly budgets.
You may find a relevant site or blog that converts well for cheap.
TIPS ON USING YAHOO & MSN (BING)
Run campaigns on Google first. WHY?
It’s a Bigger audience
Faster learning curve
Utilize Raw Keyword Query data
Identify impression, click and budget estimates
Data can be easily exported campaign from Adwords Editor
Content Network Comparison
Keyword Matching (Advanced vs. Broad)
LOCAL BUSINESS FEATURES 18
POWERFUL GEO-TARGETING 19
LOCAL GMAIL EXAMPLE 20
THINGS TO ALWAYS REMEMBER
Manually separate Content Network from Search Network
Create separate campaign for Content Network
If AD testing, switch Ad Rotation to ROTATE
Run Site Placement Reports often
Use Site Exclusion option frequently
Monitor your daily budget to ensure your not missing opportunities
THINGS TO ALWAYS REMEMBER
Make sure all Landing Pages are still active and not removed (especially for dynamically generated urls such as Product pages and search results pages)
Look at your analytics to see what “search queries” are being typed in.
Look at your internal search engine for keywords
Always tweak your keyword groups and look for low CTR% and impressions.
Thank You! Trellian Keyword Discovery OFFER! Get 20% OFF Discount & FREE 20 Minute Tutorial www.igesso.com/KeywordDiscovery Greg Meyers– Founder, iGESSOInternet Marketing Phone: (610) 827-0121, Email: firstname.lastname@example.org Website: http://www.igesso.com Blog: http://www.semgeek.com DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp