Building a Solid Foundation for Your PPC
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In this PPC Hero Live Summit Session, Founder of #PPCCHAT and Blog Manager of PPC Hero, Matt Umbro and Sr. Account Manager and excel guru, Jacob Brown, discuss what you should be doing to ensure you have built a solid foundation for your PPC accounts.
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Building a Solid Foundation for Your PPC
- 1. #ppcherolive Building a Solid Foundation for Your PPC #ppcherolive
- 2. #ppcherolive Matt Umbro • Senior Account Manager • @matt_umbro Jacob Brown • Senior Account Manager • @jakebrownppc
- 4. #ppcherolive Agenda • Structuring Accounts • Choosing Your Keywords • Bid Strategies • Writing & Testing Ad Copy • Ad Extensions • Shopping Campaigns • Remarketing Campaigns • Mobile-Specific Copy & Pages • Google To Bing • New Features And Betas #ppcherolive
- 11. #ppcherolive Consider your keywords based upon: ● User Intent - ready to convert or just looking? For example, “buy oval coffee table” or “coffee tables” ● Bids - broader keywords tend to be more expensive ● Intended Return - will the keyword help you hit your goals? Choosing Your Keywords #ppcherolive
- 13. #ppcherolive Bid Strategies Consider using the following bid suggestion strategies when aligning strategies with goals: ● Goal: ROAS ○ (Revenue/Click)/ROAS Goal ● Goal: CPL ○ CPL Goal*Conversion Rate ● Goal: Quality Visitors ○ (1-Bounce Rate)*Cost per Quality Visitor Goal #ppcherolive
- 14. #ppcherolive Bid Strategies What You Should Be Doing: ● Use Impression Share to Find Growth Availability ● Use Conversion Volume When Deciding Percent Increases on Bids ● Layer Date Ranges, Putting Most Emphasis on Recent Performance #ppcherolive
- 15. #ppcherolive Welcome Writing and Testing Ad Copy #ppcherolive
- 16. #ppcherolive Writing & Testing Ad Copy ● Credibility ● Perceived Value ● Risk Reduction ● Call to Action ● Qualifiers
- 17. #ppcherolive ● Step 1: Ad Theme Testing ● Step 2: Ad Organization Testing ● Step 3: Small Adjustment Testing Writing & Testing Ad Copy
- 19. #ppcherolive Ad Extensions ● Apps ● Calls ● Callouts ● Consumer Ratings ● Locations ● Reviews ● Sitelinks ● Callouts ● Seller Ratings ● Structured Snippets #ppcherolive
- 20. #ppcherolive Ad Extensions Location Sitelinks Review Structured Snippets Consumer Ratings Callouts
- 24. #ppcherolive Shopping Campaigns What you’ll need: ● Google & Bing Merchant Center accounts ● Product feed ● Ability to create Shopping campaigns in Google & Bing #ppcherolive
- 26. #ppcherolive Remarketing Campaigns Send Users Down The Funnel Throughout Remarketing Tactics: Website → Lead Form → Application #ppcherolive
- 27. #ppcherolive Remarketing List Types: ● Cart Abandoners/Form Abandoners ● Engaged Users ● Specific Product/Service Pages ● Home Page Only ● Unengaged Users Remarketing Campaigns #ppcherolive
- 28. #ppcherolive Display Images: Top Sizes in US ● 160x600 ● 728x90 ● 300x250 ● 336x280 ● 300x600 ● 320x100 ● Telling Image ● Why User Should Listen ● Purpose of Ad ● CTA Remarketing Campaigns #ppcherolive
- 29. #ppcherolive Remarketing List For Search: ● Use to Raise Bids on Top Performing Lists on Current Campaigns ● Use Customer Match ● Target Keywords You Normally Wouldn’t Target Remarketing Campaigns #ppcherolive
- 32. #ppcherolive Types of Mobile Websites: ● Mobile Friendly ● Mobile Adaptive ● Mobile Responsive ● Mobile Specific Mobile-Specific Copy & Pages #ppcherolive
- 34. #ppcherolive Google to Bing ● Utilize the Editor to Bring Google Campaigns into Bing ● Start with Top Performing Campaigns #ppcherolive
- 36. #ppcherolive New Features And Betas ● New Bing Ads extensions ● Customer Match ● Demographic targeting ● Display Network updates #ppcherolive
- 37. #ppcheroliveMatt Umbro | @matt_umbro Thanks for joining us! Jacob Brown | @jakebrownppc