Advance ppc strategy cheat sheet

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accompanying cheat sheet for advance pay per click strategy.

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Advance ppc strategy cheat sheet

  1. 1. Minimum Effective PPC Mode<br />Use the optimum account settings for your goals<br />Categorize all keywords into small focused groups<br />Know the exact user search phrase in relation to chosen keywords<br />Use the maximum allowed “negative” keywords if possible<br />Track conversions<br /><ul><li>Ad Copy Value PropositionSell BenefitsDifferentiationClaritySpeak to CustomersCredibilityAd Copy PracticesKeyword In CopyCall-To-ActionTest 2 ads simultaneouslyStandoutAd Copy ApproachesEmphasize immediate resultPhrase as questionMake a guaranteeChallenge the readerTime-sensitive offerTell a storyCreate TrustCompare to othersPower WordsYouMoneySaveNewEasyLoveResultsHealthProvenGuaranteeFreeDiscovery</li></ul>Understand Keyword Search Cycle<br />Awareness > Interest > Learn > Shop > Buy<br />Test performance with keyword positioning<br />Top Position For Branding<br />On average, little conversion rates change between position (Google Study)<br />While Conversion Rates unchanged, the CPA does on different positions<br />CTR changes throughout different position<br />CTR increases with CPC<br />Advance Bidding Strategy<br /><ul><li>Position Preference
  2. 2. Ad Scheduling (Day Parting)
  3. 3. Coverage</li></ul>Spot Coverage problems with the Adwords Coverage Report<br />Useful PPC Tools: <br />http://www.payperclickhouston.com/ppc-tools-pay-per-click-houston.html<br /><ul><li>Google Adwords Editor (must have)
  4. 4. Keyword Expander
  5. 5. Microsoft Advertising Intelligence (Plug-in for Excel)</li></ul>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 />

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