Advance Pay Per Click Strategy


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Pay Per Click Houston Advance Pay Per Click Strategy

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Advance Pay Per Click Strategy

  1. 1. Winning Pay Per Click Strategy<br />Tony Nguyen<br />
  2. 2. AGENDA<br />1<br />2<br />3<br />5<br />6<br />4<br />Quick Review of Last Session<br />Part 1 – It’s all about the Ads<br />Part 2 – Stabilize account activities<br />Part 3 – Use tools provided to gain speed and effectiveness<br />Part 4 – Focus on core metrics<br />Part 5 – Bidding for Success<br />
  3. 3. SESSION 1 REVIEW<br />1<br />2<br />3<br />Proper Keyword Research is crucial<br />Effective Ad Copy<br />Testing Ads and Performance<br />
  4. 4. The Main Focus Should Always Be Your Ad!<br />1<br />2<br />3<br />5<br />6<br />4<br /> What is your value proposition?<br />Sell Benefits not Features!<br />Differentiation / Stand out!<br /> Clarity trumps Persuasion<br />Aligning Your Copy With Your Market<br />Use Credibility & Trust Indicators<br />
  5. 5. Ad Copy Best Practices<br />•Use the ad group’s keywords in the ad copy, specifically the headline.<br />•Sell the benefits of your product or service, not features.<br />•Use a call-to-action (“act now”, “get free report”, “book an appt”)<br />•Test at least 2 ads simultaneously<br />•Make your ad stand out from your competitors. Do a search and analyze their ads.<br />•It’s rarely effective to include your company name or domain in your ad text. That’s what the display URL is for.<br />•Choose a website name that’s very descriptive for your niche.<br />•The sole focus of an ad is to get the user to click the ad<br />Not to sell a product. The landing page sells the product.<br />
  6. 6. Ad Copy Strategy<br />Approaches to Ad Copy<br />•Emphasizing an immediate or rapid result<br />•Using metaphors or word pictures<br />•Phrase the ad as a question<br />•Stress the “try before you buy” proposition<br />•Make a guarantee<br />•Challenge the ad reader (“Discover the…” “Experience the…”)<br />•Make a time-sensitive offer<br />•Tell a story in your ad<br />•Create trust<br />•Compare your product to another Example text<br />
  8. 8. Stabilize the Account & Campaign<br />1<br />2<br />3<br />5<br />6<br />4<br />Use the right campaign settings<br />Keywords – Categorize them & start small<br />Keywords – Know the exact user query<br />Negative Keywords – Use as much as possible<br />Core Metrics - Track Conversions<br />Success = Daily Maintenance<br />
  9. 9. Proper Account Settings<br />
  10. 10. It’s about Keywords<br /><ul><li> Start small with main category keywords
  11. 11. Don’t load every keyword until you analyze it’s meaning
  12. 12. Understand the keyword in it’s cycle before adding
  13. 13. Group keywords into small focus groups</li></li></ul><li>Understand Your Keywords<br />
  14. 14. Keyword Cycle<br />
  15. 15. Know the exact user query (search phrase)<br />Search engines use a keyword matching system to match user’s search phrases with Keyword selection in pay per click campaigns.<br />This means the actual user query is allocated to the best match keyword phrase in your account, this is used to activate your ads.<br />If you don’t know the actual searched keyword, you won’t know what to do with it.<br />
  16. 16. Identify actual user searched phrase<br />
  17. 17. Keyword Position is “Visibility”<br />Identify which keywords are best<br />Test which position is best<br />* Position placement is determined by quality and bidding (how much you can afford)<br />
  18. 18. Negative Keywords<br />Negative Keywords Match<br /><ul><li>Broad
  19. 19. Phrase
  20. 20. Exact</li></ul>Tips:<br /><ul><li>Get Proficient with Negatives as you do with Positive Keywords
  21. 21. Use Maximum Negative Keywords per campaign</li></ul>Negative keywords are filtering words that stop your ads from showing.<br />
  22. 22. Why are Negative Keywords So Important?<br />
  23. 23. How do I find negative keywords?<br /><ul><li>Use Google Keyword Tool
  24. 24. Logic
  25. 25. Pre-built List</li></ul><br />A Better Way!<br />Build the list as they come!<br />You’ll then understand the searches in relation to the keywords you used.<br />
  26. 26. How to build the best Negative Keyword List “as they come in” -<br />Let Google find the Negative Keywords For You.<br />
  27. 27. Track Conversion to Measure Success<br />
  28. 28. Track Conversion to Measure Success!<br />
  29. 29. Track Conversion to Measure Success!<br />
  30. 30. Track Conversion to Measure Success!<br />
  31. 31. Advance Bidding Strategy<br /><ul><li>Position Preference </li></ul> (Bidding by Position of Ads)<br /><ul><li>Ad Scheduling (Day Parting) </li></ul> Bidding by Day or Week or Time of Day<br /><ul><li>Coverage </li></ul> (Bidding For Visibility)<br />
  32. 32. Position Bidding<br /><ul><li>Test different positions to see what works
  33. 33. Generate Google Reports to spot conversions at different positions
  34. 34. Use a simple spreadsheet to study data compiled
  35. 35. Understand the cost associated with moving up in position</li></ul>Only works if you have installed tracking code to track conversion goals.<br />
  36. 36. Historic observation in ad position<br /><ul><li>Top Position For Branding
  37. 37. On average, little conversion rates change between position (Google Study)
  38. 38. While Conversion Rates unchanged, the CPA does on different positions
  39. 39. CTR changes throughout different position
  40. 40. CTR increases with CPC</li></ul>bidding for the highest positions on the search results pages makes sense only for high-budget advertisers<br />companies with a direct marketing focus (e.g. most advertisers) will typically maximize their profits by bidding for the second-to-last position on broad keywords and positions five to seven for niche keywords. <br />The days of campaign success relying solely on good bid management are long over.<br />
  41. 41. Ad Scheduling!<br />
  42. 42. Advance Bidding Strategy<br />One Metric that isn’t talked about is the “Coverage” metric<br /><ul><li>This can increase search traffic by 400%
  43. 43. 97% of Advertisers have a coverage of only 20%.
  44. 44. Low Coverage = Lost Opportunities</li></li></ul><li>How to spot low “coverage”<br />Lost Impression by Rank<br />Lost Impression by Budget<br />Lost Impression by Exact Match Keywords<br />You can also drill down to the keyword level.<br />
  45. 45. Tips for success<br />Continuous Improvements<br />Continuous Management<br />Continuous Negative Keywords management<br />Continuous Ad Copy Improvements<br />Continuous Quality Score Improvements<br />As you can see…It’s an ongoing job!<br />But can be fun and profitable.<br />