Using Pay-per-Click Marketing Profitably<br />Jeff Coleman<br />Internet Marketing Geek<br />
Topics Covered<br />Review<br />Components of an Ad<br />Writing Ads<br />Maximizing all 95 characters<br />Tips & tricks<...
Review: The PPC (Google) Equation<br />PPC x CTR x QS = Position<br />PPC = Price per Click or Bid<br />CTR = Click-thru R...
Review: Creating a Keyword List<br />Listening to customers<br />Keyword phrases<br />Local vs. national/international<br ...
Review: Grouping Keywords<br />Logical groupings<br />Needs to make sense to Google<br />Easy management<br />80/20 Rule<b...
Components of PPC Ads<br />Headline – 25 characters<br />Line 1 – 35 characters<br />Line 2 – 35 characters<br />Display U...
PPC Ad Rules<br /><ul><li>Correct grammar and spelling
Only one exclamation point (!) per ad
Not allowed to us ALL CAPS
No “click here”
No superlatives
Not allowed to falsely represent a company
Display URL must resolve to working page
No pop-ups on landing pages</li></li></ul><li>Writing PPC Ads - Best Practices<br /><ul><li>Headline – include keyword if ...
Line 1 – focus on benefit
Line 2 – focus on feature and/or call to action
Display URL – make it relevant
Capitalize to convey message
Use folder or sub-domain
Destination URL – take them to most relevant page possible
Always run at least 2 ads at a time</li></li></ul><li>Maximizing All 95 Characters<br />Actually 130 characters including ...
Defining Your USP<br />USP = Unique Selling Proposition<br />A USP answers the following:<br />   “Why should I do busines...
Match the Customer’s Conversation in Their Head<br />Search for “Learn Chinese” vs. “Learn Mandarin”<br />Which ad is bett...
Tips & Tricks to Increase Click-Thru<br />Goldilocks approach<br />Modify capitalization & punctuation<br />Use symbols<br...
Sample Ads & Click-Thrus<br />Which ad has a higher click-thru?<br />Stop cold calling forever<br />Small business marketi...
Sample Ads & Click-Thrus<br />Which ad has a higher click-thru?<br />2.7% CTR			   0.8% CTR<br />www.LeadsIntoGold.com/gen...
Sample Ads & Click-Thrus<br />3.60% CTR		  2.71% CTR<br />Fashion Cowboy Boots<br />Old Gringo brand Western<br />Boots, M...
Sample Ads & Click-Thrus<br />0.63% CTR		  3.16% CTR<br />Ship Cars Faster<br />Save time & money shipping cars<br />from ...
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PPC Week 2

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PPC Week 2

  1. 1. Using Pay-per-Click Marketing Profitably<br />Jeff Coleman<br />Internet Marketing Geek<br />
  2. 2. Topics Covered<br />Review<br />Components of an Ad<br />Writing Ads<br />Maximizing all 95 characters<br />Tips & tricks<br />“Cosmo” approach<br />Testing Ads<br />Determining a “winning” ad<br />
  3. 3. Review: The PPC (Google) Equation<br />PPC x CTR x QS = Position<br />PPC = Price per Click or Bid<br />CTR = Click-thru Rate<br />QS = Quality Score of Landing Page/Site<br />Conversion Rate?<br />Position = Where you are on the page<br />
  4. 4. Review: Creating a Keyword List<br />Listening to customers<br />Keyword phrases<br />Local vs. national/international<br />Deep vs. broad<br />Keyword research tools<br />Google keyword tool<br />Match types<br />Broad, phrase, exact<br />
  5. 5. Review: Grouping Keywords<br />Logical groupings<br />Needs to make sense to Google<br />Easy management<br />80/20 Rule<br />Break out broad, phrase and exact match<br />Don’t forget negative keywords<br />
  6. 6. Components of PPC Ads<br />Headline – 25 characters<br />Line 1 – 35 characters<br />Line 2 – 35 characters<br />Display URL – 35 characters<br />Destination URL<br />Keyword matches are bold<br />Let’s look at some examples<br />
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  9. 9. PPC Ad Rules<br /><ul><li>Correct grammar and spelling
  10. 10. Only one exclamation point (!) per ad
  11. 11. Not allowed to us ALL CAPS
  12. 12. No “click here”
  13. 13. No superlatives
  14. 14. Not allowed to falsely represent a company
  15. 15. Display URL must resolve to working page
  16. 16. No pop-ups on landing pages</li></li></ul><li>Writing PPC Ads - Best Practices<br /><ul><li>Headline – include keyword if possible
  17. 17. Line 1 – focus on benefit
  18. 18. Line 2 – focus on feature and/or call to action
  19. 19. Display URL – make it relevant
  20. 20. Capitalize to convey message
  21. 21. Use folder or sub-domain
  22. 22. Destination URL – take them to most relevant page possible
  23. 23. Always run at least 2 ads at a time</li></li></ul><li>Maximizing All 95 Characters<br />Actually 130 characters including URL<br />Good rhythm & flow<br />Make ad stand out from other advertisers – may need to break the rules<br />Clearly define your USP<br />Ad is an ad for your landing page, not your product or service<br />
  24. 24. Defining Your USP<br />USP = Unique Selling Proposition<br />A USP answers the following:<br /> “Why should I do business with you, above any and all other options, including doing nothing or whatever I’m doing now?”<br /> - Dan Kennedy<br />
  25. 25. Match the Customer’s Conversation in Their Head<br />Search for “Learn Chinese” vs. “Learn Mandarin”<br />Which ad is better suited for which conversation:<br />Want to Learn Mandarin?<br />5 Secrets You Must Know<br />To Master Chinese, and Fast<br />MasterChineseFaster.com<br />Eager to Learn Chinese?<br />5 Unique Steps in 5 Days<br />A Strategy Like You’ve Never Seen<br />MasterChineseFaster.com<br />
  26. 26. Tips & Tricks to Increase Click-Thru<br />Goldilocks approach<br />Modify capitalization & punctuation<br />Use symbols<br />Get creative with URL<br />Test, test, test<br />
  27. 27. Sample Ads & Click-Thrus<br />Which ad has a higher click-thru?<br />Stop cold calling forever<br />Small business marketing system.<br />Free report and 2 chapter download.<br />www.leadsintogold.com<br />Cold calling not working?<br />Discover a powerful alternative.<br />Free report and 2 chapter download.<br />www.LeadsIntoGold.com<br />
  28. 28. Sample Ads & Click-Thrus<br />Which ad has a higher click-thru?<br />2.7% CTR 0.8% CTR<br />www.LeadsIntoGold.com/genius to see the evolution of the ads<br />Stop cold calling forever<br />Small business marketing system.<br />Free report and 2 chapter download.<br />www.leadsintogold.com<br />Cold calling not working?<br />Discover a powerful alternative.<br />Free report and 2 chapter download.<br />www.LeadsIntoGold.com<br />
  29. 29. Sample Ads & Click-Thrus<br />3.60% CTR 2.71% CTR<br />Fashion Cowboy Boots<br />Old Gringo brand Western<br />Boots, Mules, Belts, & Purses<br />rodeo-rodeo.com<br />Women's Cowboy Boots<br />Great Selection of Old Gringo<br />brand western boots & mules !<br />Rodeo-Rodeo.com<br />
  30. 30. Sample Ads & Click-Thrus<br />0.63% CTR 3.16% CTR<br />Ship Cars Faster<br />Save time & money shipping cars<br />from Auction. Free Trial<br />CentralDispatch.com/AutoAuction<br />Transport from Auction<br />Ship less than truckloads quickly<br />& cost effectively. Free Trial<br />CentralDispatch.com/AutoAuction<br />
  31. 31. Lessons on CTR<br />Don’t guess – Test!<br />Small changes add up<br />A single word can have a dramatic effect<br />Check the competition<br />Test, test, test!!!<br />
  32. 32. “Cosmo” Approach to Writing Ads<br />Can You Really Trust Your Best Friend?Or is she secretly a backstabber? Take our quiz to find out.<br />The 10 Best Weight-Loss Tips EverDieting Sucks. So try these tips instead!<br />“You Smell So Good!”Go on an instant getaway with these summer fragrances<br />How to Look Hot Without Going BrokeMake over your wardrobe with these easy tips!<br />Why Guys Dump Girls They DigGet to the bottom of those crazy, out-of-the-blue breakups.<br />
  33. 33. Testing Ads for Maximum Results<br /><ul><li>Always run at least 2 ads at a time
  34. 34. Run them at even distribution
  35. 35. Start with “black” and “white” ads
  36. 36. Refine and test every detail
  37. 37. many variations on text and order
  38. 38. capitals vs. lowercase
  39. 39. hyphens, dashes and other punctuation
  40. 40. URL folders, maybe other domains
  41. 41. Out-of-the-box ads</li></li></ul><li>Determining a “Winning” Ad<br />Lots of statistical analysis you can do to be sure of which is a winner<br />Rule of thumb: at least 30 clicks on each ad<br />Be sure: www.SplitTester.com<br />
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  44. 44. One Last Tool<br />Dynamic Keyword Insertion Tool <br />{Keyword:Alternative}<br />Keywords in list show, not search terms<br />Limited by maximum spaces<br />
  45. 45. Dynamic Keyword Insertion Tool<br /><ul><li>Ad says:Get a {Keyword:Phone}The latest technology at thelowest prices. Learn more!www.GreatPhones.com
  46. 46. Search for: panasonicdect phone
  47. 47. Keyword match: panasonic phone
  48. 48. Result:Get a Panasonic PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.com</li></li></ul><li>Dynamic Keyword Insertion Tool<br /><ul><li>Search for: panasonicdect phone
  49. 49. Keyword match: panasonicdect phone
  50. 50. Result:Get a PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.com</li></li></ul><li>Writing Ads<br /><ul><li>Optometrist in Otay Ranch
  51. 51. Sample Ad1:</li></ul>Otay Ranch Optometrists<br />See better & look great!<br />VSP, EyeMed & Tricare accepted.<br />www.OReyeworks.com<br /><ul><li>Sample Ad2:</li></ul>Thorough Eye Exams<br />Local optometrists provide superior<br />vision care + latest fashion frames<br />www.orEyeworks.com<br />
  52. 52. Summary<br /><ul><li>Eye Doctor in Otay Ranch
  53. 53. Sample Ad1:</li></ul>Otay Ranch Eye Doctors<br />Get a thorough exam & fashion frames!<br />VSP, EyeMed & Tricare accepted.<br />www.OReyeworks.com<br /><ul><li>Sample Ad2:</li></ul>Fashion Frames & More<br />Get fashion frames plus superior<br />vision care! Learn more.<br />www.orEyeworks.com<br />
  54. 54. Next Steps<br />Take the Quiz<br />Write at least two ads for each of your keyword groups<br />Continue on to Week 3, Part 1<br />

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