The document outlines 5 steps for pay-per-click (PPC) success: 1) get educated on PPC through resources on the platforms, 2) perform keyword research using tools to identify relevant keywords, 3) set up campaigns and ad groups with targeted keywords, 4) determine budgets and bidding strategies, and 5) optimize landing pages for conversions.

1. 5 Steps to PPC Success
search engine optimization & internet marketing
Search Engine Marketing, Display Advertising, Social Media

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

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Account Management
 The Google Network consists of Google
sites & partner properties that use
Others
20% Google AdSense to serve AdWords ads
The Google
Network 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:

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Get Educated
 Eat Their Food

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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.

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Keyword Research
 Google Tools
 Bing Tools
 Analytics
 SEMRush
 UberSuggest
 Keyword
Discovery

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Keyword Research
 SEMRush / SpyFu / KeywordSpy

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Keyword Research
Yahoo Clues

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Keyword Targeting
 Mind Maps

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

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

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Account 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

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Ad Group Structure
 THIS  Not
This

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Ad Testing
Ad Copy Tests:
Headline
Keyword Insertion
Call to Action – Call Today
URL – (sub)domain vs subfolder
Symbols - ™
Unique Selling Proposition
Seasonality

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Ad Targeting
 Location Matters: you can target ads by location and language

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

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Bid Analysis
 Metrics Matter: Don’t focus on one or two metrics

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Bidding Automation
 Automate: Use ‘Automated Rules’ to make management easier
 Regional/Local, Country, Global & Customized Targeting
 40 different language targeting options to choose from

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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?
 No Way Out: Do you have external pointing
links on your landing page?

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Landing Page Optimization

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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.

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Track EVERYTHING

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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

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