Setting Your PPC for Success
Out of the Gate
Matthew Umbro
Director of Paid Search at Exclusive Concepts
Founder of PPCCha...
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 ...
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 un...
Quick Poll
#SMX #21B
@Matt_Umbro
Which setting (locations, ad schedule or devices)
can have bid modifiers at the ad group ...
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 ...
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-nega...
Quick Poll
#SMX #21B
@Matt_Umbro
How many of you write mobile ads differently
from desktop ads (and I’m not just talking a...
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 s...
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 sitelin...
Thank you!
#SMX #21B
@Matt_Umbro
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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 @Matt_Umbro Of Exclusive Concepts

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

  1. 1. 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
  2. 2. Agenda #SMX #21B @Matt_Umbro • The Basics • Conversion Tracking • Campaign Settings • Keywords & Ad Copy • Sitelinks
  3. 3. The Basics #SMX #21B @Matt_Umbro
  4. 4. The Basics #SMX #21B @Matt_Umbro
  5. 5. The Basics #SMX #21B @Matt_Umbro
  6. 6. The Basics #SMX #21B @Matt_Umbro
  7. 7. 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
  8. 8. Conversion Tracking #SMX #21B @Matt_Umbro
  9. 9. Conversion Tracking #SMX #21B @Matt_Umbro
  10. 10. Conversion Tracking #SMX #21B @Matt_Umbro
  11. 11. Conversion Tracking #SMX #21B @Matt_Umbro
  12. 12. Conversion Tracking #SMX #21B @Matt_Umbro
  13. 13. 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
  14. 14. Quick Poll #SMX #21B @Matt_Umbro Which setting (locations, ad schedule or devices) can have bid modifiers at the ad group level?
  15. 15. Campaign Settings #SMX #21B @Matt_Umbro
  16. 16. Campaign Settings #SMX #21B @Matt_Umbro
  17. 17. Campaign Settings #SMX #21B @Matt_Umbro
  18. 18. Campaign Settings #SMX #21B @Matt_Umbro
  19. 19. Campaign Settings #SMX #21B @Matt_Umbro
  20. 20. Campaign Settings #SMX #21B @Matt_Umbro
  21. 21. Campaign Settings #SMX #21B @Matt_Umbro
  22. 22. Campaign Settings #SMX #21B @Matt_Umbro
  23. 23. 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
  24. 24. Keywords & Ad Copy #SMX #21B @Matt_Umbro *Image from focussem.com
  25. 25. Keywords & Ad Copy #SMX #21B @Matt_Umbro http://www.clixmarketing.com/blog/wp- content/uploads/2008/02/worlds-biggest-negative-keyword-list.txt
  26. 26. 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)?
  27. 27. Keywords & Ad Copy #SMX #21B @Matt_Umbro
  28. 28. Keywords & Ad Copy #SMX #21B @Matt_Umbro
  29. 29. 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
  30. 30. Sitelinks #SMX #21B @Matt_Umbro
  31. 31. Sitelinks #SMX #21B @Matt_Umbro
  32. 32. Sitelinks #SMX #21B @Matt_Umbro
  33. 33. 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
  34. 34. Thank you! #SMX #21B @Matt_Umbro
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