This is an annotated version of thepresentation I gave at SEMpdx’sInternet Marketing 101 event inJanuary of 2013          ...
Who Is This Guy?                       RYAN CAMPBELL | Senior Paid Search Analyst, Amplify                         Interac...
Agenda •    What is paid search? •    Good and bad of PPC? •    Creating KPI’s and tracking •    Keywords •    Campaign an...
PPC Ads     The difference between paid and     organic listings in search engines.Twitter: @AmplifySEM
Who are the players?Twitter: @AmplifySEM
Search Engine Market Share                                Ask, 3%   AOL, 2%                       Yahoo, 13%              ...
The good of PPC?                               • Most measurable                                 online channel           ...
The bad of PPC?                                 • Easy to spend                                   money                   ...
Ensure you have set up a   goal/conversion for your PPC   campaigns. Here are 3 types of   conversions you can use.       ...
This is our persona for this story.  Peter is going through the process of  setting up his first PPC campaigns.Twitter: @A...
GET ME THOSE TPS REPORTS This is the villain in our story. A.K.A. Peter’s boss, Bill Lumpurrr                         RIGH...
KEY PERFORMANCE INDICATORS                       Set a Monthly Budget                       • $2,000                      ...
KEYWORD RESEARCHTwitter: @AmplifySEM
buy cat nip                                        buy organic cat nip                                        cat nip onli...
KEYWORD MATCH TYPESTwitter: @AmplifySEM
Broad: organic cat nip = what is cat                                   nip, cat mint                             Modified ...
Campaign and ad group structure               Natural Branded                              natural cat nip                ...
HYPER TARGET YOUR AUDIENCETwitter: @AmplifySEM
Campaign and ad group settings •    Daily campaign budget - $66 •    Ad scheduling – Cat hours •    Device targeting – Rem...
WRITING PPC ADSTwitter: @AmplifySEM
!  PPC Text Ad Tips:  • Use an exclamation point  • Capitalize the first letter of every word  • Emphasize benefits  • Use...
LANDING PAGESTwitter: @AmplifySEM
Bad Landing Page   No mention of “cat nip” on the   page. Use a page that matches the   keyword and ad.Twitter: @AmplifySEM
Good Landing Page   Several mentions of “cat nip” on   the page. Uses a page that   matches the keyword and ad.Twitter: @A...
Quality Score Factors                                Search engines reward advertisers with more                          ...
Thank You                   Link for sources and other learning material:                             http://bit.ly/VM0Kou...
Upcoming SlideShare
Loading in...5
×

SEMpdx PPC Basics January 2013

1,509

Published on

This presentation was presented to SEMpdx and is designed for someone looking to learn the basics of paid search (PPC) campaigns.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,509
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
23
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • These search engines cover 95% of search market share
  • I suggest letting your account run for 3 months to begin truly seeing its potential.
  • Online Marketing Manager at Natural Cat NipPeter Mittens
  • Bill Lumpurrrr
  • Peter sells a container of cat nip for $20. He figures the most he can for a sale of cat nip is $15.Needs section intro slideneeds KPI targets to animate after
  • Brainstorm – people go to search engines to find solutions to problemsScrape your websiteInclude synonymsThink like your customerKeyword research tools
  • Usually between 5-20 keywords per ad groupSeparate branded campaignBased on the products and services you offerBased on geographical locationBased on performance and biddingBased on brand names vs. generic namesBased on seasonality of your service or productBased on keyword match types (you can also segment this way on an ad group level too.)
  • Default ad rotation is optimize for clicksDefault is all devicesUS and Canada is default geo target
  • You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet.  Exclamation points First letter capitalized Use call to action Benefits UPVAd extensions
  • 1. The CTR contributes the largest amount (60%) to the QS which is based the amount of clicks as a measure of relevance (a measure of your Ad Text and it’s relevance to the keyword)2. The second major contributor is Keyword to Ad Relevancy to Ad Group Relevancy which is 30%.3. Landing page relevancy (10%) is based on the Keyword to Ad relevancy to Landing page relevance. Google only makes money on the click (when someone clicks the Ad) they don’t care if users buy your product or not so that’s why the landing page is only worth 10%.
  • Blogs to readsourcesdisplay campaignquality score
  • SEMpdx PPC Basics January 2013

    1. 1. This is an annotated version of thepresentation I gave at SEMpdx’sInternet Marketing 101 event inJanuary of 2013 PPC 101 Twitter: @AmplifySEM
    2. 2. Who Is This Guy? RYAN CAMPBELL | Senior Paid Search Analyst, Amplify Interactive • Focused on SEO/SEM for over 6 years • Participates in developing all PPC client-strategy • Managed B2C, B2B, lead generation, and ecommerce campaignsTwitter: @AmplifySEM
    3. 3. Agenda • What is paid search? • Good and bad of PPC? • Creating KPI’s and tracking • Keywords • Campaign and ad group structure • Campaign settings • Ad copy • Landing Pages • Quality ScoreTwitter: @AmplifySEM
    4. 4. PPC Ads The difference between paid and organic listings in search engines.Twitter: @AmplifySEM
    5. 5. Who are the players?Twitter: @AmplifySEM
    6. 6. Search Engine Market Share Ask, 3% AOL, 2% Yahoo, 13% Bing, 16% Google, 66 % This presentation is designed for campaigns on Adwords and Bing, which account for 95% of search engine market share.Twitter: @AmplifySEM
    7. 7. The good of PPC? • Most measurable online channel • Complete control • Allows you to reach a hyper targeted audience • Results are fastTwitter: @AmplifySEM
    8. 8. The bad of PPC? • Easy to spend money • Can’t set it & forget it • Can be VERY competitiveTwitter: @AmplifySEM
    9. 9. Ensure you have set up a goal/conversion for your PPC campaigns. Here are 3 types of conversions you can use. Conversion Tracking  Purchase  Sign up  View of a key pageTwitter: @AmplifySEM
    10. 10. This is our persona for this story. Peter is going through the process of setting up his first PPC campaigns.Twitter: @AmplifySEM
    11. 11. GET ME THOSE TPS REPORTS This is the villain in our story. A.K.A. Peter’s boss, Bill Lumpurrr RIGHT MEOWTwitter: @AmplifySEM
    12. 12. KEY PERFORMANCE INDICATORS Set a Monthly Budget • $2,000 Set a Conversion Target • 133 Set a Cost per Acquisition These are key performance • $15 indicators for Peter’s PPC campaigns. Ensure you define what success looks like and measure/refine.Twitter: @AmplifySEM
    13. 13. KEYWORD RESEARCHTwitter: @AmplifySEM
    14. 14. buy cat nip buy organic cat nip cat nip online where to buy cat nip natural cat nip These are keywords that Peter what is cat nip found after performing keyword research. The circled keywords represent keywords that they how to grow cat nip want their ads to show up for. The keywords in red are negative keywords. cat nip for dogsTwitter: @AmplifySEM
    15. 15. KEYWORD MATCH TYPESTwitter: @AmplifySEM
    16. 16. Broad: organic cat nip = what is cat nip, cat mint Modified Broad: organic +cat +nip = natural cat nip Phrase: “organic cat nip” = grow organic cat nip Exact: [organic cat nip] = organic cat nip Ensure you have a good mix of keyword match types in your campaigns. A good ratio is 80/20. 80% exact match and 20% broad/phrase keywords.Twitter: @AmplifySEM
    17. 17. Campaign and ad group structure Natural Branded natural cat nip Organic Cat Nip organic cat nip Cat Nip buy cat nip Buy Cat Nip where to buy cat nip Structure your campaigns with a Branded keyword campaign separate from other keyword campaigns. A good starting point is to have your campaigns be structured similar to your website.Twitter: @AmplifySEM
    18. 18. HYPER TARGET YOUR AUDIENCETwitter: @AmplifySEM
    19. 19. Campaign and ad group settings • Daily campaign budget - $66 • Ad scheduling – Cat hours • Device targeting – Remove mobile • Separate search and display campaigns • Ad rotation – Rotate evenly • Geo targeting – Exclude Canada These represent campaign settings Peter used in setting up his campaigns. Review closely the default settings to avoid wasted spend.Twitter: @AmplifySEM
    20. 20. WRITING PPC ADSTwitter: @AmplifySEM
    21. 21. ! PPC Text Ad Tips: • Use an exclamation point • Capitalize the first letter of every word • Emphasize benefits • Use ad extensions • Highlight your unique proposition value • Use a strong call to actionTwitter: @AmplifySEM
    22. 22. LANDING PAGESTwitter: @AmplifySEM
    23. 23. Bad Landing Page No mention of “cat nip” on the page. Use a page that matches the keyword and ad.Twitter: @AmplifySEM
    24. 24. Good Landing Page Several mentions of “cat nip” on the page. Uses a page that matches the keyword and ad.Twitter: @AmplifySEM
    25. 25. Quality Score Factors Search engines reward advertisers with more impressions and cheaper clicks that follow best practices outlined earlier in the presentation. Below are QS factors: • CTR is 60% of quality score • Keyword to ad relevancy is 30% • Landing page relevance is 10%Twitter: @AmplifySEM
    26. 26. Thank You Link for sources and other learning material: http://bit.ly/VM0Kou @_ryancampbellTwitter: @AmplifySEM
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×