Intro to PPC Keyword Research and Ad Writing

Search Engine Marketing
Site: http://www.schipul.com
Blog: http://www.thesemblog.com
Pay Per Click Marketing Keyword Research & Ad Copy Effectiveness

Google: Paid Ads

What Is Really Important ?
Can’t write ads until you focus on the underlying campaign structure and research Keywords for your target audience.
http://www.bruceclay.com.au/ppc-hierarchy-of-needs.htm

Keyword Research: Brainstorming Your Goal

Keyword: Expansion
Write Down as many terms as related to your campaign. Need ideas?
Competitors
Blogs
Site Search Data – Google Box
Phone Conversations
Regional Language (coke vs. soda vs. pop)

Keyword Research Suggestion Tools Free: http://adwords.google.com/select/KeywordToolExternal Free: http://www.google.com/insights/search/# Paid: http: //www.wordtracker.com

Keyword Suggestion Tools
Free: http://www.google.com/insights/search/
Paid: http://www.KeywordDiscovery.com , http://www.spyfu.com

Keyword: Grouping
Group in related lists

Keywords: Refine
Refine to phrase and exact match and remove generic terms
Broad : gourmet coffee
Phrase : “chocolate coffee beans”
Exact : [coffee beans]
Negative : - tea

Keywords: Quality Score
Not just about the money (bids)
Keep phrases, landing page and ad copy closely targeted
Don’t stuff ads, CTR is part of Quality Score

Are You a Billionaire?
Chris Anderson : The Long Tail
Don’t pick overly competitive keywords unless you have an unlimited budget

Effective Ad Copy

Ad Copy: What People Look For
Readable Text
Keywords in the Ad
Cautious, Value Driven
Spontaneous
Reverse Psychology?
http://pewinternet.org/Data-Tools/Download-Data/Trend-Data.aspx

Ad Campaign Set-Up
Write Headline
If possible, put the keyword in the title
Use a Call-to-Action
Include Benefits
Look at other markets

Dynamic Keyword Insertion - DKI
Complicated, but can be very targeted.
Character Count Matters
Awkward Wording
Trademark Violations
http://www.wordstream.com/dynamic-keyword-insertion

Analytics can help PPC setup

Pay Per Click: Topics to Consider
Testing – Run 2-4 ads against each other for Click Thru Rate
Rewrite poorly performing ads better than highest CTR
Link ads to the most relevant page on your site

Pay Per Click: Ad Testing
Running a new ad against a seasoned ad is not valid A/B Test.
Quality Score factors in ad rank, CTR and conversion rates
Launch new ads and revision of old ads at the same time.

Types of Ads - Expand Campaigns
Text Ads - Content Networks
Mobile Ads
Image Ads
Map Ads
Ad Extensions

Let’s Review
Keywords are part of Foundation
Brainstorm Keywords
Group & Refine
Ad Copy Structure
Competitive Ads
Watch and tweak your campaign

Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 533 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog. com

Intro to PPC Keyword Research and Ad Writing

by Jonti Bolles on Jul 19, 2010

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Intro to PPC Keyword Research and Ad Writing — Presentation Transcript