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. …

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

More in: Marketing
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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.

Transcript

  • 1. WWW.BUZZSHIFT.CO M PRESENTED BY: @MARK_BARRERA OF @BUZZSHIFT PUBCON NEW ORLEANS MARCH 18, 2014 5 Steps to PPC Success 1
  • 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. WWW.BUZZSHIFT.CO M 3 @mark_barrera
  • 4. WWW.BUZZSHIFT.CO M Get Educated  EatTheir Food @mark_barrera
  • 5. WWW.BUZZSHIFT.CO M Keyword Research  GoogleTools  BingTools  Analytics  SEMRush  UberSuggest  Keyword Discovery @mark_barrera
  • 6. WWW.BUZZSHIFT.CO M Keyword Research  SEMRush / SpyFu / KeywordSpy @mark_barrera
  • 7. WWW.BUZZSHIFT.CO M Keyword Targeting  Mind Maps Coggle.it @mark_barrera
  • 8. WWW.BUZZSHIFT.CO M Keyword Targeting  Purchase  Informational  News  How-to’s  Geographical  Informational  News  How-to’s  Negatives @mark_barrera
  • 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. 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. WWW.BUZZSHIFT.CO M Ad Group Structure  THIS  Not This @mark_barrera
  • 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. 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. WWW.BUZZSHIFT.CO M  Targeting options: you can target ads by location and language  Regional/Local, Country, Global & CustomizedTargeting Ad Targeting @mark_barrera
  • 15. WWW.BUZZSHIFT.CO M Ad Targeting  Location Matters @mark_barrera
  • 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. WWW.BUZZSHIFT.CO M  Metrics Matter: Don’t focus on just one or two Bid Analysis @mark_barrera
  • 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. 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. WWW.BUZZSHIFT.CO M Landing Page Optimization via unbounce.com @mark_barrera
  • 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. WWW.BUZZSHIFT.CO M Track EVERYTHING @mark_barrera
  • 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. WWW.BUZZSHIFT.CO M Paid Search Enhances SEO Keywords ranking 5th or lower can drive 96% incremental traffic using PPC @mark_barrera