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

1. WWW.BUZZSHIFT.CO
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PRESENTED BY:
@MARK_BARRERA
OF
@BUZZSHIFT
PUBCON NEW ORLEANS
MARCH 18, 2014
5 Steps to PPC Success
1

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Pay-per-Click Management
Get Educated
Keyword Research
Campaign / Ad Group Setup
Budgets and Bidding
Landing Page Optimization
@mark_barrera

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@mark_barrera

4. WWW.BUZZSHIFT.CO
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Get Educated
 EatTheir Food
@mark_barrera

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Keyword Research
 GoogleTools
 BingTools
 Analytics
 SEMRush
 UberSuggest
 Keyword
Discovery
@mark_barrera

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Keyword Research
 SEMRush / SpyFu / KeywordSpy
@mark_barrera

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Keyword Targeting
 Mind Maps
Coggle.it
@mark_barrera

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Keyword Targeting
 Purchase
 Informational
 News
 How-to’s
 Geographical
 Informational
 News
 How-to’s
 Negatives
@mark_barrera

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Keyword MatchTypes
1. Exact –Will never capture full market share
2. Phrase
3. Broad Match Modifier
4. Negative Keywords –Very Important
@mark_barrera

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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

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Ad Group Structure
 THIS  Not
This
@mark_barrera

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Ad Testing
Ad CopyTests:
Headline
Keyword Insertion
Call to Action – CallToday
URL – (sub)domain vs subfolder
Symbols - ™
Unique Selling Proposition
Seasonality
@mark_barrera

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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

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 Targeting options: you
can target ads by
location and language
 Regional/Local,
Country, Global &
CustomizedTargeting
Ad Targeting
@mark_barrera

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Ad Targeting
 Location Matters
@mark_barrera

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Ad Extensions
 Location extensions:
 Call extensions:
 Social extensions:
 Product extensions:
 Seller ratings:
 Sitelinks:
 Offer extensions:
 Dynamic SearchAds:
@mark_barrera

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 Metrics Matter: Don’t focus on just one or two
Bid Analysis
@mark_barrera

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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

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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

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Landing Page Optimization
via unbounce.com
@mark_barrera

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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

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Track EVERYTHING
@mark_barrera

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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

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Paid Search Enhances SEO
Keywords ranking 5th or lower can drive 96% incremental traffic using PPC
@mark_barrera