[WEBINAR] Organize Your PPC Campaign for Success

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Thoughtful campaign organization is essential to success as a paid search marketer. Learn how to set up your campaign right from the start - or reorganize a campaign that needs work - and pay less for …

Thoughtful campaign organization is essential to success as a paid search marketer. Learn how to set up your campaign right from the start - or reorganize a campaign that needs work - and pay less for clicks while getting a better ad position! Learn exactly how to organize your PPC campaign to save time and deliver a better ROI.

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  • 1. Get Organized!Organize Your PPC Campaign for Success #organizePPC
  • 2. trada.com #organizePPC
  • 3. Anna Sawyer,Marketing Manager andSuper Organized Person @annafsawyer trada.com
  • 4. Why get organized?Follow me on Twitter!: @annafsawyer trada.com
  • 5. Why is campaignorganization important? Organized campaign = better Quality Score Better Quality Score = lower click prices higher ad position better results
  • 6. If your campaign is disorganized? You’ll lose ad position, pay more, and get fewer clicks Your competitors will beat you in traffic and pay lessFollow me on Twitter!: @annafsawyer trada.com
  • 7. Campaign structureFollow me on Twitter!: @annafsawyer trada.com
  • 8. Account Campaign CampaignAd group Ad group Ad group Ad groupkeywords keywords keywords keywords & ads & ads & ads & ads
  • 9. E-commerce example
  • 10. Account: ThinkGeek Campaign: Campaign: Apparel ToysAd group: Ad group: Ad group: Ad group:Rock Guitar Shirts Drum Machine Shirts Giant Plush Microbes Gyroscopes keywords keywords keywords keywords & ads & ads & ads & ads
  • 11. Ad group architectureFollow me on Twitter!: @annafsawyer trada.com
  • 12. Ad groups are thefoundation of a successfulsearch marketing campaign.
  • 13. Essential practices for ad group structure Look for themes in keyword lists Reorganize general ad groups Ad text should be relevant to every keywordFollow me on Twitter!: @annafsawyer trada.com
  • 14. Essential practices for ad group structure Use specific keywords with specific ad text Use general keywords with general ad textFollow me on Twitter!: @annafsawyer trada.com
  • 15. Essential practices for ad group structure Keep ad groups very small. 10-20 keywords is standard. Write multiple ads for each ad group (we suggest 4)Follow me on Twitter!: @annafsawyer trada.com
  • 16. How should you organize your ad groups? product theme concept terminology point in tail size buying cycle
  • 17. How should you organize your ad groups? product themeSnike Air Pegasus Mens Running Shoe concept terminologySnike Sloop 2 Mens Trail Running Shoe point in tail size buying cycle
  • 18. How should you organize your ad groups? product theme Snike red running shoes concept terminology Snike red trail runners point in tail size buying cycle
  • 19. How should you organize your ad groups? product theme Shoes for running concept terminology Shoes for trail running point in tail size buying cycle
  • 20. How should you organize your ad groups? product theme Running shoes Jogging shoes Shoes for sprinters Footwear concept terminology Trainers Kicks Treads point in tail size buying cycle
  • 21. How should you organize your ad groups? Short Running shoes product theme Snike shoes Long concept terminology Where can I buy running shoes online point inDiscount Snike running tail size buying cycle shoes on the web
  • 22. How should you organize your ad groups? product theme Awareness Shoes for running concept terminology Running shoes point in tail size buying cycle
  • 23. How should you organize your ad groups? Comparison product themeSnike running shoes price Snike running shoes concept terminology cheapBest Snike running shoes point in tail size buying cycle Best shoes for running 10K
  • 24. How should you organize your ad groups? product theme Direct Snike Air Pegasus concept terminology Mens Running Shoe size 10 point in tail size buying cycle
  • 25. Be creative! Ad group: Barefoot is for Cavemen Modern humans have the Snike Air Pegasus. Barefoot Running Free Shipping and Returns! tradashoes.com/SnikeFollow me on Twitter!: @annafsawyer trada.com
  • 26. The truth about mixing match typesFollow me on Twitter!: @annafsawyer trada.com
  • 27. Match types broad match keywords “phrase match keywords” [exact match keywords]
  • 28. Ads could show forBroad match: any of the following: shoes shoes to buy tips for repairing shoes shoes for horses bowling shoes
  • 29. Ads could show for Phrase match: any of the following:“running shoes” buy running shoes running shoes for kids recycle running shoes
  • 30. Ads will show for the Exact match: following:[running shoes] running shoes
  • 31. Mixing match types: Don’t mix keywords using all three match types in one ad group.Follow me on Twitter!: @annafsawyer trada.com
  • 32. Think of it like this. Broad match is great for testing the waters. Move what’s working into a “phrase match” ad group. Use [exact match] for keywords that convert - and bid high.
  • 33. Build out your negative keyword listFollow me on Twitter!: @annafsawyer trada.com
  • 34. Negative keywords Include negative keywords in your campaign to ensure that your ad won’t appear when a searcher types in a certain term.
  • 35. Ad group: Negative keywords:Running shoes - used - reviews - repair
  • 36. Negative keywordsmake an ad group more focused. Use the search queries report to brainstorm more negative keywords.
  • 37. Search Queries Report
  • 38. Reorganize a failing campaignFollow me on Twitter!: @annafsawyer trada.com
  • 39. A complete campaignreorganization can takea failing campaign andrejuvenate it.
  • 40. How do campaigns fail? click prices too high not spending budget poor ad position
  • 41. Consider separating adgroups to create Break ad groups down even more more finely by theme,targeted ad copy. and remove poorly- performing keywords. trada.com
  • 42. Constantly rewrite Write new ads forand test ads (4 at your new ad groups - a time). and keep writing them! Ad testing is immensely beneficial and gives you great data. trada.com
  • 43. Constantly rewrite and test landing pages. Audit For an impeccably- landing pages for optimized landingSEO, which can be page, each ad group a good indicator has a distinct landing of landing page page. quality. trada.com
  • 44. Use the first page bid Changing yourestimate tool campaign structure can to help ensure affect your bid pricing. that your Always consult the bid keywords are estimate tool - but priced to serve remember, it’s not ads on the first infallible. page. trada.com
  • 45. Remember that small changes candrastically improve your campaign, anda complete overhaul will save you time and money in the long run. trada.com
  • 46. TRADA PRESENTSClick Fraud!How it happens,how you’re protected,what you can do Thursday, Jan 12
  • 47. Here’s where we take two minutes to show you howTrada can help you scale your online advertising... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns yourself. trada.com
  • 48. Trada has thousands of online advertisingexperts who do PPC and Facebook ads for you.
  • 49. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  • 50. Turbine: a Trada Client
  • 51. Turbine: a Trada Client CAMPAIGN STATS: Paid Search Experts: 15 Conversion Rate: 20% increase Click-Through Rate: 40% increase Cost-per-Conversion: 16% reduction
  • 52. Turbine: a Trada Client “The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’ on paid search. Trada’s paid search experts know our industry lingo and are running on all cylinders, driving high volumes to our Dungeons & Dragons online gaming service.” – Chase Huber Director, Advertising
  • 53. Time for questions! @annafsawyer For more information or to schedule a Trada demo, email sfox@trada.com trada.com
  • 54. Internet Ads UpdateLove Trada’s content? Anna and frequent conspirator Matt Hessler release a weekly-ish fast-paced podcast with practical tips for understanding and capitalizing on current trends in online advertising.Search for Trada in the iTunes store and subscribe! It’s free!
  • 55. Time for questions! @annafsawyer For more information or to schedule a Trada demo, email sfox@trada.com trada.com