5 Steps to PPC Success - Pubcon Austin 2013Presentation Transcript
5 Steps to PPC Success search engine optimization & internet marketing Search Engine Marketing, Display Advertising, Social Media
@mark_barrera Pay-per-Click ManagementGet EducatedKeyword ResearchCampaign / Ad Group SetupBudgets and BiddingLanding Page Optimization
@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:
@mark_barrera Get Educated Eat Their Food
@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.
@mark_barrera Keyword Match Types1. Exact – Will never capture full market share2. Phrase3. Broad Match Modifier4. Negative Keywords – Very Important
@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
@mark_barrera Ad Group Structure THIS Not This
@mark_barrera Ad TestingAd Copy Tests:HeadlineKeyword InsertionCall to Action – Call TodayURL – (sub)domain vs subfolderSymbols - ™Unique Selling PropositionSeasonality
@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 Regional/Local, Country, Global & Customized Targeting 40 different language targeting options to choose from
@mark_barrera Ad Extensions Location extensions: Call extensions: Social extensions: Product extensions: Seller ratings: Sitelinks: Offer extensions: Dynamic Search Ads:
@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/Local, Country, Global & Customized Targeting 40 different language targeting options to choose from
@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?
@mark_barreraLanding Page Optimization
@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.
@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
@mark_barrera Paid Search Enhances SEOKeywords ranking 5th or lower can drive 96% incremental traffic using PPC