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PPC Week 3 Part 1

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Transcript

  • 1. Using Pay-per-Click Marketing Profitably
    Jeff Coleman
    Internet Marketing Geek
  • 2. This is No Ordinary Auction
    PPC x CTR x QS = Position
    PPC = Price per Click or Bid
    CTR = Click-thru Rate
    QS = Quality Score of Landing Page/Site
    Position = Where you are on the page
    Relevance matters!
  • 3. Basics of Bidding
    Bid = maximum amount you are willing to pay per click
    A bid ≠ Cost per Click (CPC)
    CPC typically 25-40% less than bid
    Must set a default bid per AdGroup
    Can adjust individual keywords bids, if desired
    Google sets minimum bids
  • 4. Setting Default Bids
  • 5. Changing Individual Bids
  • 6. Determining a Bid Price
    Use Google’s Traffic Estimator
    Sometimes bid prices are much too low
    Other resources for bid prices
    SpyFu.com
    KeyCompete.com
    iSpionage.com
    Set bid price lower than Google’s estimate to start
    Use traffic estimator after campaign is running
  • 7. Google Estimator
    https://adwords.google.com/select/KeywordToolExternal
    Enter a keyword phrase
    Under choose columns to display, choose “Show All”
  • 8.
  • 9.
  • 10. Bidding Strategies that Work
    Bid high to start, then lower bid
    Control costs with bid adjustments, not daily budgets
    Do NOT use Google’s click maximizing tool
    Test different positions, and not just bids, to maximize ROI
    Peel & stick
  • 11. Peel & Stick
    Improve CTR & minimum bid
    Move keyword to new AdGroup and write matching ad
    Only valuable for higher volume keywords
    Assumes current ad is not a “tight” fit
  • 12. Eye Tracking Heat Maps
  • 13. Eye Tracking Heat Maps
  • 14. Eye Tracking Heat Maps
  • 15. Reducing Minimum Bids
    It’s possible to reduce minimum bids:
    Add keyword to the ad, preferably the headline
    Peel & stick
    Tighten up the ad group
    Send to a landing page with keywords
  • 16. How Much is Too Much to Pay?
    Only you can answer that question
    Understand your visitor’s value
    Requires a clear understanding of conversions
  • 17. Focus on Conversions
    Cost per conversion is primary goal
    Get lower on the page for better conversion rate
    Get out of the first spot if you want to reduce cost per conversion
  • 18. Campaign Profitability
    • Calculate the value of a new customer
    Profit per Customer
    X Conversion Rate
    = Maximum Cost per Click
    • Goal is to make >$1 for every $1 spent
  • Be Aware
    Google prefers incremental changes
    Avoid dramatic changes in bids
    Don’t pause and unpause keywords frequently
    Keep one existing ad at least a week when creating new ones
    Campaign/Account longevity mattershttp://www.perrymarshall.com/google-quality-score-comparison/
    Sales Funnel effect
  • 19. Constantly Changing Marketplace
    Changing bids
    New competitors
    Updated ads
    Google “adjustments”
    Requires constant vigilance
  • 20. Getting Relevant Clicks
    Add negative keywords
    Eliminate words that do not convert
    Get rid of irrelevant phrases
    Focus on exact and phrase match
    Understand the value of a conversion
  • 21.
  • 22.
  • 23. Summary
    Bid = maximum amount you are willing to pay per click
    CPC is typically 25-40% below bid
    Use tools to determine current bids
    Focus on cost per conversion
    Use incremental changes
    Narrow traffic to relevant terms
  • 24. Next Steps
    Take the Quiz
    Determine the approximate bids you are going to use for launching your campaign
    Continue on to Week 3, Part 2