WWW.BUZZSHIFT.CO
M
PRESENTED BY:
@MARK_BARRERA
OF
@BUZZSHIFT
PUBCON NEW ORLEANS
MARCH 18, 2014
5 Steps to PPC Success
1
WWW.BUZZSHIFT.CO
M
Pay-per-Click Management
Get Educated
Keyword Research
Campaign / Ad Group Setup
Budgets and Biddin...
WWW.BUZZSHIFT.CO
M
3
@mark_barrera
WWW.BUZZSHIFT.CO
M
Get Educated
 EatTheir Food
@mark_barrera
WWW.BUZZSHIFT.CO
M
Keyword Research
 GoogleTools
 BingTools
 Analytics
 SEMRush
 UberSuggest
 Keyword
Discovery
@mar...
WWW.BUZZSHIFT.CO
M
Keyword Research
 SEMRush / SpyFu / KeywordSpy
@mark_barrera
WWW.BUZZSHIFT.CO
M
Keyword Targeting
 Mind Maps
Coggle.it
@mark_barrera
WWW.BUZZSHIFT.CO
M
Keyword Targeting
 Purchase
 Informational
 News
 How-to’s
 Geographical
 Informational
 News
 ...
WWW.BUZZSHIFT.CO
M
Keyword MatchTypes
1. Exact –Will never capture full market share
2. Phrase
3. Broad Match Modifier
4. ...
WWW.BUZZSHIFT.CO
M
Account Structure
 Targeting options: you can target
ads by location and language
 Regional/Local,Cou...
WWW.BUZZSHIFT.CO
M
Ad Group Structure
 THIS  Not
This
@mark_barrera
WWW.BUZZSHIFT.CO
M
Ad Testing
Ad CopyTests:
Headline
Keyword Insertion
Call to Action – CallToday
URL – (sub)domain vs...
WWW.BUZZSHIFT.CO
M
Ad Targeting
 Locations : Postal Codes, Cities and other Geographic areas
 Ad Scheduling: Day andTime...
WWW.BUZZSHIFT.CO
M
 Targeting options: you
can target ads by
location and language
 Regional/Local,
Country, Global &
Cu...
WWW.BUZZSHIFT.CO
M
Ad Targeting
 Location Matters
@mark_barrera
WWW.BUZZSHIFT.CO
M
Ad Extensions
 Location extensions:
 Call extensions:
 Social extensions:
 Product extensions:
 Se...
WWW.BUZZSHIFT.CO
M
 Metrics Matter: Don’t focus on just one or two
Bid Analysis
@mark_barrera
WWW.BUZZSHIFT.CO
M
Bidding Automation
 Automate: Use ‘Automated Rules’ to make management easier
 Regional/Local,Country...
WWW.BUZZSHIFT.CO
M
Landing Page Optimization
 Calls to Action: Phone Calls / Chat / Forms / Sales
 Content Length: Less ...
WWW.BUZZSHIFT.CO
M
Landing Page Optimization
via unbounce.com
@mark_barrera
WWW.BUZZSHIFT.CO
M
Landing Page Optimization
 Statistical Significance: Make sure the data is
right
 Don’t test everythi...
WWW.BUZZSHIFT.CO
M
Track EVERYTHING
@mark_barrera
WWW.BUZZSHIFT.CO
M
AdWords Scripts
 https://developers.google.com/adwords/scripts/
 Easier to use than APIs
 More power...
WWW.BUZZSHIFT.CO
M
Paid Search Enhances SEO
Keywords ranking 5th or lower can drive 96% incremental traffic using PPC
@mar...
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PPC Basics "5 Steps to PPC Success" - Pubcon New Orleans 2014 by Mark Barrera

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5 Basic PPC setup items essential to every account.
Get Educated
Keyword Research
Campaign / Ad Group Setup
Budgets and Bidding
Landing Page Optimization

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  • Over 8 extensions available with many more being developed in beta (email signup, etc)
  • Getting 100 visits in the 5th position? PPC will drive more and 96% of the extra visits are from people who would have never seen visited your site.66% of ad clicks do not have an organic ranking for the term.
  • PPC Basics "5 Steps to PPC Success" - Pubcon New Orleans 2014 by Mark Barrera

    1. 1. WWW.BUZZSHIFT.CO M PRESENTED BY: @MARK_BARRERA OF @BUZZSHIFT PUBCON NEW ORLEANS MARCH 18, 2014 5 Steps to PPC Success 1
    2. 2. WWW.BUZZSHIFT.CO M Pay-per-Click Management Get Educated Keyword Research Campaign / Ad Group Setup Budgets and Bidding Landing Page Optimization @mark_barrera
    3. 3. WWW.BUZZSHIFT.CO M 3 @mark_barrera
    4. 4. WWW.BUZZSHIFT.CO M Get Educated  EatTheir Food @mark_barrera
    5. 5. WWW.BUZZSHIFT.CO M Keyword Research  GoogleTools  BingTools  Analytics  SEMRush  UberSuggest  Keyword Discovery @mark_barrera
    6. 6. WWW.BUZZSHIFT.CO M Keyword Research  SEMRush / SpyFu / KeywordSpy @mark_barrera
    7. 7. WWW.BUZZSHIFT.CO M Keyword Targeting  Mind Maps Coggle.it @mark_barrera
    8. 8. WWW.BUZZSHIFT.CO M Keyword Targeting  Purchase  Informational  News  How-to’s  Geographical  Informational  News  How-to’s  Negatives @mark_barrera
    9. 9. WWW.BUZZSHIFT.CO M Keyword MatchTypes 1. Exact –Will never capture full market share 2. Phrase 3. Broad Match Modifier 4. Negative Keywords –Very Important @mark_barrera
    10. 10. WWW.BUZZSHIFT.CO M Account Structure  Targeting options: you can target ads by location and language  Regional/Local,Country, Global & CustomizedTargeting  40 different language targeting options to choose from @mark_barrera
    11. 11. WWW.BUZZSHIFT.CO M Ad Group Structure  THIS  Not This @mark_barrera
    12. 12. WWW.BUZZSHIFT.CO M Ad Testing Ad CopyTests: Headline Keyword Insertion Call to Action – CallToday URL – (sub)domain vs subfolder Symbols - ™ Unique Selling Proposition Seasonality @mark_barrera
    13. 13. WWW.BUZZSHIFT.CO M Ad Targeting  Locations : Postal Codes, Cities and other Geographic areas  Ad Scheduling: Day andTime ofAds  Devices: Bid more or less for searches done on mobile @mark_barrera
    14. 14. WWW.BUZZSHIFT.CO M  Targeting options: you can target ads by location and language  Regional/Local, Country, Global & CustomizedTargeting Ad Targeting @mark_barrera
    15. 15. WWW.BUZZSHIFT.CO M Ad Targeting  Location Matters @mark_barrera
    16. 16. WWW.BUZZSHIFT.CO M Ad Extensions  Location extensions:  Call extensions:  Social extensions:  Product extensions:  Seller ratings:  Sitelinks:  Offer extensions:  Dynamic SearchAds: @mark_barrera
    17. 17. WWW.BUZZSHIFT.CO M  Metrics Matter: Don’t focus on just one or two Bid Analysis @mark_barrera
    18. 18. WWW.BUZZSHIFT.CO M Bidding Automation  Automate: Use ‘Automated Rules’ to make management easier  Regional/Local,Country, Global & CustomizedTargeting  40 different language targeting options to choose from @mark_barrera
    19. 19. WWW.BUZZSHIFT.CO M Landing Page Optimization  Calls to Action: Phone Calls / Chat / Forms / Sales  Content Length: Less or more, which do your users prefer?  NoWay Out: Do you have external pointing links on your landing page? @mark_barrera
    20. 20. WWW.BUZZSHIFT.CO M Landing Page Optimization via unbounce.com @mark_barrera
    21. 21. WWW.BUZZSHIFT.CO M Landing Page Optimization  Statistical Significance: Make sure the data is right  Don’t test everything: Start with high volume landing pages. Make sure you have a control.  Be Dramatically Different: Most people test variations of a page by moving the same elements around. @mark_barrera
    22. 22. WWW.BUZZSHIFT.CO M Track EVERYTHING @mark_barrera
    23. 23. WWW.BUZZSHIFT.CO M AdWords Scripts  https://developers.google.com/adwords/scripts/  Easier to use than APIs  More powerful than AdWords Editor  Great post at SEL on some uses  http://selnd.com/XCi6Uy @mark_barrera
    24. 24. WWW.BUZZSHIFT.CO M Paid Search Enhances SEO Keywords ranking 5th or lower can drive 96% incremental traffic using PPC @mark_barrera
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