5 Steps to PPC Success search engine optimization & internet marketing     Search Engine Marketing, Display Advertising, S...
@mark_barrera    Pay-per-Click ManagementGet EducatedKeyword ResearchCampaign / Ad Group SetupBudgets and BiddingLand...
@mark_barrera                  Account Management                                                    The Google Network c...
@mark_barrera                   Get Educated Eat Their Food
@mark_barrera                                Get Educated   Enhanced Campaigns:       Ad level Extension        control ...
@mark_barrera              Keyword Research   Google Tools   Bing Tools   Analytics   SEMRush   UberSuggest   Keywor...
@mark_barrera     Keyword Research   SEMRush / SpyFu / KeywordSpy
@mark_barreraKeyword Research    Yahoo Clues
@mark_barrera              Keyword Targeting Mind Maps
@mark_barreraKeyword Targeting                   Purchase                   Informational                        News  ...
@mark_barrera              Keyword Match Types1.   Exact – Will never capture full market share2.   Phrase3.   Broad Match...
@mark_barreraAccount Structure           Targeting options: you can target            ads by location and language       ...
@mark_barrera         Ad Group Structure THIS            Not                  This
@mark_barrera           Ad TestingAd Copy Tests:HeadlineKeyword InsertionCall to Action – Call TodayURL – (sub)domain ...
@mark_barrera                     Ad Targeting   Location Matters: you can target ads by location and language
@mark_barreraAd Targeting         Targeting options: you can target          ads by location and language         Region...
@mark_barrera                           Ad Extensions   Location extensions:   Call extensions:   Social extensions:  ...
@mark_barrera                   Bid Analysis   Metrics Matter: Don’t focus on one or two metrics
@mark_barrera                  Bidding Automation   Automate: Use ‘Automated Rules’ to make management easier   Regional...
@mark_barrera     Landing Page Optimization   Calls to Action: Phone Calls / Chat / Forms /    Sales   Content Length: L...
@mark_barreraLanding Page Optimization
@mark_barrera     Landing Page Optimization   Statistical Significance: make sure the data is    right   Don’t test ever...
@mark_barreraTrack EVERYTHING
@mark_barrera        Bonus: AdWords Scripts   https://developers.google.com/adwords/scripts/      Easier to use than API...
@mark_barrera       Paid Search Enhances SEOKeywords ranking 5th or lower can drive 96% incremental traffic using PPC
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5 Steps to PPC Success - Pubcon Austin 2013

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  • Really good deck, Mark. Thanks for posting. I liked slides, 9 & 10 - use of mindmaps for keyword targeting strategy and towards the end with the anatomy of a good lander.
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  • Over 8 extensions available with many more being developed in beta (email signup, etc)
  • Getting 100 visits in the 5 th 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.
  • 5 Steps to PPC Success - Pubcon Austin 2013

    1. 1. 5 Steps to PPC Success search engine optimization & internet marketing Search Engine Marketing, Display Advertising, Social Media
    2. 2. @mark_barrera Pay-per-Click ManagementGet EducatedKeyword ResearchCampaign / Ad Group SetupBudgets and BiddingLanding Page Optimization
    3. 3. @mark_barrera Account Management  The Google Network consists of Google sites & partner properties that use Others 20% Google AdSense to serve AdWords ads The GoogleNetwork reaches  These properties include: Search sites, over 80% of content pages, newsletters, email Google Internet Users services & discussion boards worldwide Network 80% 80% Google properties, Content publishers, including: Search partners, including: including:
    4. 4. @mark_barrera Get Educated Eat Their Food
    5. 5. @mark_barrera Get Educated Enhanced Campaigns:  Ad level Extension control  In-depth reporting on Sitelinks  Elimination of device specific campaigns  If you target mobile, plan a migration strategy  Watch CPCs / CPAs as many expect these to rise for device targeted campaigns.
    6. 6. @mark_barrera Keyword Research Google Tools Bing Tools Analytics SEMRush UberSuggest Keyword Discovery
    7. 7. @mark_barrera Keyword Research SEMRush / SpyFu / KeywordSpy
    8. 8. @mark_barreraKeyword Research Yahoo Clues
    9. 9. @mark_barrera Keyword Targeting Mind Maps
    10. 10. @mark_barreraKeyword Targeting  Purchase  Informational  News  How-to’s  Geographical  Informational  News  How-to’s  Negatives
    11. 11. @mark_barrera Keyword Match Types1. Exact – Will never capture full market share2. Phrase3. Broad Match Modifier4. Negative Keywords – Very Important
    12. 12. @mark_barreraAccount Structure  Targeting options: you can target ads by location and language  Regional/Local, Country, Global & Customized Targeting  40 different language targeting options to choose from
    13. 13. @mark_barrera Ad Group Structure THIS  Not This
    14. 14. @mark_barrera Ad TestingAd Copy Tests:HeadlineKeyword InsertionCall to Action – Call TodayURL – (sub)domain vs subfolderSymbols - ™Unique Selling PropositionSeasonality
    15. 15. @mark_barrera Ad Targeting Location Matters: you can target ads by location and language
    16. 16. @mark_barreraAd Targeting  Targeting options: you can target ads by location and language  Regional/Local, Country, Global & Customized Targeting  40 different language targeting options to choose from
    17. 17. @mark_barrera Ad Extensions Location extensions: Call extensions: Social extensions: Product extensions: Seller ratings: Sitelinks: Offer extensions: Dynamic Search Ads:
    18. 18. @mark_barrera Bid Analysis Metrics Matter: Don’t focus on one or two metrics
    19. 19. @mark_barrera Bidding Automation Automate: Use ‘Automated Rules’ to make management easier Regional/Local, Country, Global & Customized Targeting 40 different language targeting options to choose from
    20. 20. @mark_barrera Landing Page Optimization Calls to Action: Phone Calls / Chat / Forms / Sales Content Length: Less or more, which do your users prefer? No Way Out: Do you have external pointing links on your landing page?
    21. 21. @mark_barreraLanding Page Optimization
    22. 22. @mark_barrera 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.
    23. 23. @mark_barreraTrack EVERYTHING
    24. 24. @mark_barrera Bonus: 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
    25. 25. @mark_barrera Paid Search Enhances SEOKeywords ranking 5th or lower can drive 96% incremental traffic using PPC

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