Tips For Setting Your PPC Program Up for Success Out of the Gate by Matthew Umbro
 

Tips For Setting Your PPC Program Up for Success Out of the Gate by Matthew Umbro

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Smx West 2014 Session #Smx #21B - Keeping Your Edge Sharp: Revisiting Fundamentals Of Paid Searchpresentation Tips For Setting Your Ppc Program Up For Success Out Of The Gate By Matthew Umbro ...

Smx West 2014 Session #Smx #21B - Keeping Your Edge Sharp: Revisiting Fundamentals Of Paid Searchpresentation Tips For Setting Your Ppc Program Up For Success Out Of The Gate By Matthew Umbro @Matt_Umbro Of Exclusive Concepts

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    Tips For Setting Your PPC Program Up for Success Out of the Gate by Matthew Umbro Tips For Setting Your PPC Program Up for Success Out of the Gate by Matthew Umbro Presentation Transcript

    • Setting Your PPC for Success Out of the Gate Matthew Umbro Director of Paid Search at Exclusive Concepts Founder of PPCChat March 12, 2014 Title #SMX #21B @Matt_Umbro
    • Agenda #SMX #21B @Matt_Umbro • The Basics • Conversion Tracking • Campaign Settings • Keywords & Ad Copy • Sitelinks
    • The Basics #SMX #21B @Matt_Umbro
    • The Basics #SMX #21B @Matt_Umbro
    • The Basics #SMX #21B @Matt_Umbro
    • The Basics #SMX #21B @Matt_Umbro
    • The Basics - Checklist #SMX #21B @Matt_Umbro  Ensure Google Analytics, Webmaster Tools, and Merchant Center accounts are linked  Set up auto tagging in AdWords  Tag Bing Ads URLs  Decide which notifications to receive – especially billing and disapproved ad alerts
    • Conversion Tracking #SMX #21B @Matt_Umbro
    • Conversion Tracking #SMX #21B @Matt_Umbro
    • Conversion Tracking #SMX #21B @Matt_Umbro
    • Conversion Tracking #SMX #21B @Matt_Umbro
    • Conversion Tracking #SMX #21B @Matt_Umbro
    • Conversion Tracking - Checklist #SMX #21B @Matt_Umbro  Decide whether to track all conversions or only unique  Set up unique conversions for each goal  If tracking revenue, include order subtotal variable in conversion codes  Test conversion code(s) are working before going live
    • Quick Poll #SMX #21B @Matt_Umbro Which setting (locations, ad schedule or devices) can have bid modifiers at the ad group level?
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings #SMX #21B @Matt_Umbro
    • Campaign Settings - Checklist #SMX #21B @Matt_Umbro  Determine from the beginning whether you will target mobile devices and which operating systems (Bing Ads)  Add specific locations in order to view data directly in settings tab  Add Spanish as a targeted language for bilingual speakers  Accelerate your ad delivery while rotating ads indefinitely  Do turn on plurals, misspellings, and other close variants
    • Keywords & Ad Copy #SMX #21B @Matt_Umbro *Image from focussem.com
    • Keywords & Ad Copy #SMX #21B @Matt_Umbro http://www.clixmarketing.com/blog/wp- content/uploads/2008/02/worlds-biggest-negative-keyword-list.txt
    • Quick Poll #SMX #21B @Matt_Umbro How many of you write mobile ads differently from desktop ads (and I’m not just talking about checking off the mobile preference button)?
    • Keywords & Ad Copy #SMX #21B @Matt_Umbro
    • Keywords & Ad Copy #SMX #21B @Matt_Umbro
    • Keywords & Ad Copy - Checklist #SMX #21B @Matt_Umbro  Write at least 4 ads per ad group, 2 desktop and 2 mobile (mobile specific checked off)  Mobile ad description lines should be under 60 characters  Mobile ads should have clear and quick call to action (eg: Buy Now!, Fast Mobile Checkout!)  Bing Ads allows for 71 character description  At least 1 ad in every ad group should have an extended headline  All display URLs should use proper casing
    • Sitelinks #SMX #21B @Matt_Umbro
    • Sitelinks #SMX #21B @Matt_Umbro
    • Sitelinks #SMX #21B @Matt_Umbro
    • Sitelinks - Checklist #SMX #21B @Matt_Umbro  Write at least 6 sitelinks for every campaign  Write ad group level sitelinks for top impression ad groups  Write sitelink descriptions only for branded campaigns  Write desktop specific and mobile specific sitelinks  Desktop sitelinks should be no more than 22 characters and mobile sitelinks no more than 17
    • Thank you! #SMX #21B @Matt_Umbro