PPC Tools of the Trade<br />Jeff Ferguson // CEO Fang Digital Marketing<br />SES San Francisco 2011<br />
If God did not intend for us to eat animals, <br />then why did he make them out of meat?<br />-- John Cleese <br />“<br /...
PPC’s Choicest Cuts<br />
The client: 35 Degrees<br />
PPC Audit process<br />Our Favorite Tool<br />
PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network an...
PPC Tools of the trade<br />Post PPC Audit<br />
PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network an...
Keyword Expansion & Negative Terms<br />
Keyword Expansion & Negative Terms<br />
PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network an...
Creative Expansion and Testing<br />
Creative Expansion and Testing<br />
Creative Expansion and Testing<br />
PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network an...
Campaign Expansion – Mirror Campaigns<br />
Campaign Expansion – Mirror Campaigns<br />
One last thing…<br />Oh…<br />
Beware of the bots!<br />The tools are here to help, not replace<br />Remember that your own creativity is what really pow...
Don’t forget the most important tool of all…<br />*<br />
YOU!<br />
JEFF FERGUSON    CEO<br />jeff@fangdigital.com<br />@fangdigital & @countxero & @dead_tree_media<br />
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The Tools of the Trade for PPC - #SESSF 2011 Presentation

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The Tools of the Trade for PPC - #SESSF 2011 Presentation

  1. 1. PPC Tools of the Trade<br />Jeff Ferguson // CEO Fang Digital Marketing<br />SES San Francisco 2011<br />
  2. 2. If God did not intend for us to eat animals, <br />then why did he make them out of meat?<br />-- John Cleese <br />“<br />“<br />
  3. 3. PPC’s Choicest Cuts<br />
  4. 4. The client: 35 Degrees<br />
  5. 5. PPC Audit process<br />Our Favorite Tool<br />
  6. 6. PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network and Device<br />Geo-targeting<br />Campaigns<br />Ad Groups<br />Keywords and keyword grouping<br />Match types<br />Negative terms<br />Bids<br />Creative<br />Number of ads<br />Use of KWI<br />Landing Pages<br />Tracking<br />Bidding strategy<br />Tracking Conversion and ROI<br />Impression Share and Lost Opportunities<br />
  7. 7. PPC Tools of the trade<br />Post PPC Audit<br />
  8. 8. PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network and Device<br />Geo-targeting<br />Campaigns<br />Ad Groups<br />Keywords and keyword grouping<br />Match types<br />Negative terms<br />Bids<br />Creative<br />Number of ads<br />Use of KWI<br />Landing Pages<br />Tracking<br />Bidding strategy<br />Tracking Conversion and ROI<br />Impression Share and Lost Opportunities<br />
  9. 9. Keyword Expansion & Negative Terms<br />
  10. 10. Keyword Expansion & Negative Terms<br />
  11. 11. PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network and Device<br />Geo-targeting<br />Campaigns<br />Ad Groups<br />Keywords and keyword grouping<br />Match types<br />Negative terms<br />Bids<br />Creative<br />Number of ads<br />Use of KWI<br />Landing Pages<br />Tracking<br />Bidding strategy<br />Tracking Conversion and ROI<br />Impression Share and Lost Opportunities<br />
  12. 12. Creative Expansion and Testing<br />
  13. 13. Creative Expansion and Testing<br />
  14. 14. Creative Expansion and Testing<br />
  15. 15. PPC Audit Process<br />Fang Digital Marketing PPC Audit<br />Structure<br />Campaign Settings<br />Targeting by Network and Device<br />Geo-targeting<br />Campaigns<br />Ad Groups<br />Keywords and keyword grouping<br />Match types<br />Negative terms<br />Bids<br />Creative<br />Number of ads<br />Use of KWI<br />Landing Pages<br />Tracking<br />Bidding strategy<br />Tracking Conversion and ROI<br />Impression Share and Lost Opportunities<br />
  16. 16. Campaign Expansion – Mirror Campaigns<br />
  17. 17. Campaign Expansion – Mirror Campaigns<br />
  18. 18. One last thing…<br />Oh…<br />
  19. 19. Beware of the bots!<br />The tools are here to help, not replace<br />Remember that your own creativity is what really powers these tools<br />There is no “paid searchmarketing-inator”<br />
  20. 20. Don’t forget the most important tool of all…<br />*<br />
  21. 21. YOU!<br />
  22. 22. JEFF FERGUSON CEO<br />jeff@fangdigital.com<br />@fangdigital & @countxero & @dead_tree_media<br />

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