SEMpdx January 2013 PPC Basics


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This presentation is designed for someone looking to learn the basics of paid search. The following topics are covered: What is paid search, good and bad of PPC, creating key performance indicators and conversion tracking, keywords, campaign and ad group structure, campaign settings, ad copy, landing pages, and quality score

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  • These search engines cover 95% of search market share
  • I suggest letting your account run for 3 months to begin truly seeing its potential.
  • Online Marketing Manager at Natural Cat NipPeter Mittens
  • Bill Lumpurrrr
  • Peter sells a container of cat nip for $20. He figures the most he can for a sale of cat nip is $15.Needs section intro slideneeds KPI targets to animate after
  • Brainstorm – people go to search engines to find solutions to problemsScrape your websiteInclude synonymsThink like your customerKeyword research tools
  • Usually between 5-20 keywords per ad groupSeparate branded campaignBased on the products and services you offerBased on geographical locationBased on performance and biddingBased on brand names vs. generic namesBased on seasonality of your service or productBased on keyword match types (you can also segment this way on an ad group level too.)
  • Default ad rotation is optimize for clicksDefault is all devicesUS and Canada is default geo target
  • You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet.  Exclamation points First letter capitalized Use call to action Benefits UPVAd extensions
  • 1. The CTR contributes the largest amount (60%) to the QS which is based the amount of clicks as a measure of relevance (a measure of your Ad Text and it’s relevance to the keyword)2. The second major contributor is Keyword to Ad Relevancy to Ad Group Relevancy which is 30%.3. Landing page relevancy (10%) is based on the Keyword to Ad relevancy to Landing page relevance. Google only makes money on the click (when someone clicks the Ad) they don’t care if users buy your product or not so that’s why the landing page is only worth 10%.
  • Blogs to readsourcesdisplay campaignquality score
  • SEMpdx January 2013 PPC Basics

    1. PPC 101Twitter: @AmplifySEM
    2. Who Is This Guy? RYAN CAMPBELL | Senior Paid Search Analyst, Amplify Interactive • Focused on SEO/SEM for over 6 years • Participates in developing all PPC client-strategy • Managed B2C, B2B, lead generation, and ecommerce campaignsTwitter: @AmplifySEM
    3. Agenda • What is paid search? • Good and bad of PPC? • Creating KPI’s and tracking • Keywords • Campaign and ad group structure • Campaign settings • Ad copy • Landing Pages • Quality ScoreTwitter: @AmplifySEM
    4. PPC AdsTwitter: @AmplifySEM
    5. Who are the players?Twitter: @AmplifySEM
    6. Search Engine Market Share Ask, 3% AOL, 2% Yahoo, 13% Bing, 16% Google, 66 %Twitter: @AmplifySEM
    7. The good of PPC? • Most measurable online channel • Complete control • Allows you to reach a hyper targeted audience • Results are fastTwitter: @AmplifySEM
    8. The bad of PPC? • Easy to spend money • Can’t set it & forget it • Can be VERY competitiveTwitter: @AmplifySEM
    9. Conversion Tracking  Purchase  Sign up  View of a key pageTwitter: @AmplifySEM
    10. Twitter: @AmplifySEM
    12. KEY PERFORMANCE INDICATORS Set a Monthly Budget • $2,000 Set a Conversion Target • 133 Set a Cost per Acquisition • $15Twitter: @AmplifySEM
    13. KEYWORD RESEARCHTwitter: @AmplifySEM
    14. buy cat nip buy organic cat nip cat nip online where to buy cat nip natural cat nip what is cat nip how to grow cat nip cat nip for dogsTwitter: @AmplifySEM
    15. KEYWORD MATCH TYPESTwitter: @AmplifySEM
    16. Broad: organic cat nip = what is cat nip, cat mint Modified Broad: organic +cat +nip = natural cat nip Phrase: “organic cat nip” = grow organic cat nip Exact: [organic cat nip] = organic cat nipTwitter: @AmplifySEM
    17. Campaign and ad group structure Natural Branded natural cat nip Organic Cat Nip organic cat nip Cat Nip buy cat nip Buy Cat Nip where to buy cat nipTwitter: @AmplifySEM
    19. Campaign and ad group settings • Daily campaign budget - $66 • Ad scheduling – Cat hours • Device targeting – Remove mobile • Separate search and display campaigns • Ad rotation – Rotate evenly • Geo targeting – Exclude CanadaTwitter: @AmplifySEM
    20. WRITING PPC ADSTwitter: @AmplifySEM
    21. !Twitter: @AmplifySEM
    22. LANDING PAGESTwitter: @AmplifySEM
    23. Bad Landing PageTwitter: @AmplifySEM
    24. Good Landing PageTwitter: @AmplifySEM
    25. Quality Score FactorsTwitter: @AmplifySEM
    26. Thank You Link for sources and other learning material: @AmplifySEM