Intro to PPC Keyword Research and Ad Writing
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Intro to PPC Keyword Research and Ad Writing

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Intro to PPC Keyword Research and Effective Ad Writing presentation at HCC for Houston Internet Marketing PPC Seminar.

Intro to PPC Keyword Research and Effective Ad Writing presentation at HCC for Houston Internet Marketing PPC Seminar.

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  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Research the Goal or conversion for each Campaign, then expand the list. Brainstorm different keywords that relate to what you offer.
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Next, move your keywords into the ad groups where they’re most relevant. Remember to structure your ad groups in a way that makes sense and is easy to track. For example, place keywords relating to gourmet coffee in one ad group, and keywords relating to flavored coffee in another ad group. The end result should make it easy for you to write ads that correspond to the keywords being searched on.
  • Next, move your keywords into the ad groups where they’re most relevant. Remember to structure your ad groups in a way that makes sense and is easy to track. For example, place keywords relating to gourmet coffee in one ad group, and keywords relating to flavored coffee in another ad group. The end result should make it easy for you to write ads that correspond to the keywords being searched on.
  • Next, move your keywords into the ad groups where they’re most relevant. Remember to structure your ad groups in a way that makes sense and is easy to track. For example, place keywords relating to gourmet coffee in one ad group, and keywords relating to flavored coffee in another ad group. The end result should make it easy for you to write ads that correspond to the keywords being searched on.
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com

Transcript

  • 1. Search Engine Marketing
    • Site: http://www.schipul.com
    • Blog: http://www.thesemblog.com
    Pay Per Click Marketing Keyword Research & Ad Copy Effectiveness
  • 2. Google: Paid Ads
  • 3. 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
  • 4. Keyword Research: Brainstorming Your Goal
  • 5. 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)
  • 6. Keyword Research Suggestion Tools Free: http://adwords.google.com/select/KeywordToolExternal Free: http://www.google.com/insights/search/# Paid: http: //www.wordtracker.com
  • 7. Keyword Suggestion Tools
    • Free: http://www.google.com/insights/search/
    • Paid: http://www.KeywordDiscovery.com , http://www.spyfu.com
  • 8. Keyword: Grouping
    • Group in related lists
  • 9. Keywords: Refine
    • Refine to phrase and exact match and remove generic terms
    • Broad : gourmet coffee
    • Phrase : “chocolate coffee beans”
    • Exact : [coffee beans]
    • Negative : - tea
  • 10. 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
  • 11. Are You a Billionaire?
    • Chris Anderson : The Long Tail
    Don’t pick overly competitive keywords unless you have an unlimited budget
  • 12.
    • Effective Ad Copy
  • 13. 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
  • 14. 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
  • 15. Dynamic Keyword Insertion - DKI
      • Complicated, but can be very targeted.
      • Character Count Matters
      • Awkward Wording
      • Trademark Violations
    http://www.wordstream.com/dynamic-keyword-insertion
  • 16. Analytics can help PPC setup
  • 17. 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
  • 18. 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.
  • 19. Types of Ads - Expand Campaigns
    • Text Ads - Content Networks
    • Mobile Ads
    • Image Ads
    • Map Ads
    • Ad Extensions
  • 20. Let’s Review
    • Keywords are part of Foundation
      • Brainstorm Keywords
      • Group & Refine
    • Ad Copy Structure
    • Competitive Ads
    • Watch and tweak your campaign
  • 21. 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