Pay Per Click Advertising    on a Shoestring.   Instructor | Roger Lopez
Agenda.• Can you afford to give PPC a try?• Tactics for setting up an account and  campaigns for success.  •   Account org...
GettingStarted• Start with Google AdWords, $5 activationfee(there really isn’t an activation fee but lets juststart with 5...
Search Engine         Vocabulary into a search box on a• Search query - what the person typedsearch engine• Organic result...
SERP’s UP!Search Query               PPC Ad                  Organic                  search
PPC Vocabulary• CPC (cost per click) - This is the amount you PAY for a click• Maximum CPC - This is the amount that you s...
Fic-shun-L Company.inc• Fictional company• Online only business• B2C sales•Has a couple of solid performing keywords for o...
Our “Company” Financials$500 budget for the monthover 30.4 days = $16.45 per dayAverage order value is $30Need at least tw...
Tactics for setting up an account  and campaigns for success     Creating structure     Account organization     Writing a...
Creating Structure   Ad groups should be tightly themed and relate to one   another.   Keywords should also be tightly gro...
Example Structure                                            T-Shirts                                              Campaig...
Account Organization  Smaller budgets equal smaller sized campaigns  Pick 1 product of service to start with  Make sure pr...
Why Start Smaller?PPC can get VERY complicated, VERY fast.Easier to control until you get the hang of itEasier to add/buil...
How Much is Too Much?You only have $16.44 per day. Focus on no more than 2-3campaigns.2-3 Campaigns means no more than 6 a...
Writing Ads…Gather Your Products’ unique selling propositions,benefits, and features, such as:         - Free shipping    ...
Writing Ads…
Dissecting an Ad…        action                 keywordOffer                                Call to Action            Bene...
Dissecting an Ad…Model #                keyword                                 Call to Action   Benefit
Ad Writing Rules to follow…  Use a keyword from your ad group keyword list in the headline  And in the body too if it will...
Ad Writing Rules to follow…  Use a keyword from your ad group keyword list in the headline  And in the body too if it will...
Destination Matters  Take visitors to the best destination URL.  Not necessarily the homepage.  Fewest clicks possible to ...
TEST, TEST…and you guessed it …TEST! Have at least two ads running in each ad group.      they are simple enough to create...
Rotating AdsOptimize for clicks is set as default. This is good.Testing requires even rotationsDoesn’t take conversions in...
# 1 Rule….DON’T GO OVERBOARD!Keep it simple! (this will save time and hair-loss)Watch the ratio: ads to number of keywords...
Segmenting Keyword ListsKeep it tight, Don’t mix & match       AKA, don’t duplicate keywords to compete       against each...
Long Tail KeywordsKeywords with 3+ words      More phrase-like than a word              (where is the best pizza in yuma)(...
Example Keyword ListsT-Shirt             Large Red Shirt               Wholesale Red ShirtsBuy t-shirt         Best Large ...
AdWords Keyword Match TypesBroad Match       Broad match captures the most queries, word       order doesn’t matter, it al...
Negative KeywordsNegative Match       Words you don’t want associated with your ad       group or business.              e...
Keeping Your Settings Straight Check your campaign settings       By default in a new campaign there are few       setting...
Content vs. Display vs. Search Google Adwords        By default Google Search, Search & Display are        enabled.       ...
Location, Location, Location BY DEFAULT        USA & Canada are bundled together. Make sure        you only advertise wher...
DEVICESDesktopsLaptopsMobile Smart phones.Tablets& More!
Bidding in AdWordsManually       Set a MAX CPCAutomatic       Set a targeted budget & Google picks the CPC for       youEn...
Schedule & Ad DeliveryAd Schedule        By default, All times & All DaysAd Delivery        By Default, Set to “Optimize f...
Tips for Stretching Your BudgetHitting the Ceiling Everyday?          Ad Scheduling          Incremental Bidding          ...
Adjusting the Ad Schedule
Incremental Bidding You are able to advertise only when you want to. Set your own schedule. Only Thursday, Friday, Saturda...
Qualify Visitors in Ad CopyTest using prices in ad copyDeter the “Free Crowd”Be Specific to filter out those still early i...
Qualify Visitors in Ad CopyTest using prices in ad copyDeter the “Free Crowd”Be Specific to filter out those still early i...
Negative KeywordsUSE THEM!Hunt out negative keywords with:        All Search Terms        Google Instant Search        Com...
Negative KeywordsUSE THEM!Hunt out negative keywords with:        All Search Terms        Google Instant Search        Com...
How to Keep PPC Running Lean &Mean    Set a Schedule    Simplify when expanding    Review Keyword activity    Get more out...
Set a Schedule  Don’t Set it & Forget it.         Look in your account once a day or 2-3 times         per week depending ...
Simplifiying when EXPANDING!  Not getting enough out of Google?  Try AdCenter ( BING )         Take what you’re successful...
Review Keyword Activity  If you arent getting a lot of clicks and arent hitting  your daily budget setting, review.       ...
Example of Keyword Optimization
Not Spending Your Budget?  Is your product or service a little to Niche?          Set ad delivery to accelerated         B...
How To Get MetricsQuestionsContact Roger:roger@inemode.comTwitter: inemodeBlog/Web:www.inemode.com
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Digital smb ppc shoestring

  1. 1. Pay Per Click Advertising on a Shoestring. Instructor | Roger Lopez
  2. 2. Agenda.• Can you afford to give PPC a try?• Tactics for setting up an account and campaigns for success. • Account organization • Writing Ads • Selecting keywords • Keeping your settings straight• Tips on stretching your budget.• How to keep PPC running lean & mean.
  3. 3. GettingStarted• Start with Google AdWords, $5 activationfee(there really isn’t an activation fee but lets juststart with 5 bucks.)• Set a budget for a month• Stick to the budget.
  4. 4. Search Engine Vocabulary into a search box on a• Search query - what the person typedsearch engine• Organic results - these are the listings on SERP that are not adsFREE ADVERTISING!• SERP (search engine results page) - the page that results from asearch performed on a search engine.• Branded vs. Non Branded - a branded keyword or queryincludes some combination of keywords that includes the name ofyour brand. Non-branded are keywords or queries that do not Example: Sony TVs (branded) vs. HD TVs (non branded)
  5. 5. SERP’s UP!Search Query PPC Ad Organic search
  6. 6. PPC Vocabulary• CPC (cost per click) - This is the amount you PAY for a click• Maximum CPC - This is the amount that you set of how much you are willing to pay for a click• Keywords - these are the words or phrases you have chosen to bid on• Impressions - the number of times your ad has appeared on a SERP• Conversions - the action that you define as a GOAL for your marketing efforts
  7. 7. Fic-shun-L Company.inc• Fictional company• Online only business• B2C sales•Has a couple of solid performing keywords for organicHave some brand recognition•Need to expand exposure for non-branded keywords
  8. 8. Our “Company” Financials$500 budget for the monthover 30.4 days = $16.45 per dayAverage order value is $30Need at least two conversions (goals/sales) per dayaverage to come out ahead.Work for a 2:1 Ratio. For every $1 you spend, you make $2.
  9. 9. Tactics for setting up an account and campaigns for success Creating structure Account organization Writing ads Selecting keywords Keeping your settings straight
  10. 10. Creating Structure Ad groups should be tightly themed and relate to one another. Keywords should also be tightly grouped together within the ad groups. Understand the - “nesting” of PPC. -Campaign – Ad group – Ad – Keywords.
  11. 11. Example Structure T-Shirts Campaign Ad Group Mens Womens Ad Group T-Shirts T-Shirts keywords keywords XXXL T-shirt Men’s shirts Men’s apparel Womens Shirt Summer Fashion Women’s apparel
  12. 12. Account Organization Smaller budgets equal smaller sized campaigns Pick 1 product of service to start with Make sure product or service has it’s own campaign and ad group at a minimum.
  13. 13. Why Start Smaller?PPC can get VERY complicated, VERY fast.Easier to control until you get the hang of itEasier to add/build up rather than try and sift through whatis working and what isn’t.You’ll know what IS working and what isn’t faster.Compete where you can.
  14. 14. How Much is Too Much?You only have $16.44 per day. Focus on no more than 2-3campaigns.2-3 Campaigns means no more than 6 ad groups total6 ad groups means no more than 100 keywords.Ideally 50 keywords, you want to be able to keep it simpleto start.
  15. 15. Writing Ads…Gather Your Products’ unique selling propositions,benefits, and features, such as: - Free shipping - Variety of colors - Super high quality cotton - Each Shirt saves the planet. - 20% off first purchase. - “No Sweat”
  16. 16. Writing Ads…
  17. 17. Dissecting an Ad… action keywordOffer Call to Action Benefit
  18. 18. Dissecting an Ad…Model # keyword Call to Action Benefit
  19. 19. Ad Writing Rules to follow… Use a keyword from your ad group keyword list in the headline And in the body too if it will fit. Include a “call to action” Mention a benefit – WHY is your product/service better?
  20. 20. Ad Writing Rules to follow… Use a keyword from your ad group keyword list in the headline And in the body too if it will fit. Include a “call to action” Mention a benefit – WHY is your product/service better?
  21. 21. Destination Matters Take visitors to the best destination URL. Not necessarily the homepage. Fewest clicks possible to get to their searched- for item. Don’t make them hunt for what they want. Help them make the conversion, Online customer service
  22. 22. TEST, TEST…and you guessed it …TEST! Have at least two ads running in each ad group. they are simple enough to create. Try different offers, calls-to-action or features Don’t get too widespread on variations – you wont be able to see what’s working. Set ad delivery to rotate at the campaign level
  23. 23. Rotating AdsOptimize for clicks is set as default. This is good.Testing requires even rotationsDoesn’t take conversions into considerationsunless you choose – “Optimize for Conversions”
  24. 24. # 1 Rule….DON’T GO OVERBOARD!Keep it simple! (this will save time and hair-loss)Watch the ratio: ads to number of keywords ona list.Target 2 ads max. for every 5,000 impressions.
  25. 25. Segmenting Keyword ListsKeep it tight, Don’t mix & match AKA, don’t duplicate keywords to compete against each other in different ad groups Higher traffic, shorter, more generic terms should be separated out from long-tail lower traffic keywords. Don’t overload your list with plurals, synonyms and misspellings to start with….(google actually has a thing for that)
  26. 26. Long Tail KeywordsKeywords with 3+ words More phrase-like than a word (where is the best pizza in yuma)(7 kw) Lower traffic High intent More likely to convert Really Long Tails…. Red T-shirt with long sleeves for sale in Yuma Arizona
  27. 27. Example Keyword ListsT-Shirt Large Red Shirt Wholesale Red ShirtsBuy t-shirt Best Large Red t-shirt Wholesale red shirtsShop for t-shirts Buy Large Red Tshirt Buy red shirts atT-shirt brands T-shirt that is red & large wholesaleBest T-shirt Lg. Red T- Shirt Where do you get red shirts at wholesale Best wholesale red shirt dealers
  28. 28. AdWords Keyword Match TypesBroad Match Broad match captures the most queries, word order doesn’t matter, it also catches singular and plural versions of keywords. ex: shirt of any colorPhrase Match Phrase match respects the word order of the query ex: “the best red shirt ever made”Exact Match Exact match must match exactly the query that the searcher typed in. This includes singular and plurals. ex: [RED SHIRT], [RED SHIRTS]
  29. 29. Negative KeywordsNegative Match Words you don’t want associated with your ad group or business. ex: worthless, cheap, crap…Negative Match Types Broad, phrase, exact
  30. 30. Keeping Your Settings Straight Check your campaign settings By default in a new campaign there are few settings to tweak: Content, display & search partners Locations Devices Bidding Type (manual vs. automatic) Schedule Ad Delivery
  31. 31. Content vs. Display vs. Search Google Adwords By default Google Search, Search & Display are enabled. Google Search and Search Networks are OK to stay enabled together The Display Network should be disabled and utilized separately. BING (microsoft AdCenter) By default Bing & Yahoo Search, Search Partner Networks & Content are enabled. Search Partner and content networks should be disabled and utilized separately.
  32. 32. Location, Location, Location BY DEFAULT USA & Canada are bundled together. Make sure you only advertise where you want…. (don’t advertise in Kansas for an event in Yuma.) unless you REALLY think it is necessary. PPC Advertising allows you to target only where you want, including down to streets. If you only want to advertise in the foothills of Yuma you can! You don’t need to broadcast it all over Yuma- El Centro and waste $$$
  33. 33. DEVICESDesktopsLaptopsMobile Smart phones.Tablets& More!
  34. 34. Bidding in AdWordsManually Set a MAX CPCAutomatic Set a targeted budget & Google picks the CPC for youEnhanced CPC Google uses conversion history to adjust the CPC for you
  35. 35. Schedule & Ad DeliveryAd Schedule By default, All times & All DaysAd Delivery By Default, Set to “Optimize for Clicks”
  36. 36. Tips for Stretching Your BudgetHitting the Ceiling Everyday? Ad Scheduling Incremental Bidding Heavy Qualifier in ad copy Manual Bidding Negative Keywords
  37. 37. Adjusting the Ad Schedule
  38. 38. Incremental Bidding You are able to advertise only when you want to. Set your own schedule. Only Thursday, Friday, Saturday? YUP.
  39. 39. Qualify Visitors in Ad CopyTest using prices in ad copyDeter the “Free Crowd”Be Specific to filter out those still early in the buying cycleKeep your end goal in mind when writing copyUse “Buy” “Shop”….action words over “Browse” “look” which aremore passive.
  40. 40. Qualify Visitors in Ad CopyTest using prices in ad copyDeter the “Free Crowd”Be Specific to filter out those still early in the buying cycleKeep your end goal in mind when writing copyUse “Buy” “Shop”….action words over “Browse” “look” which aremore passive.
  41. 41. Negative KeywordsUSE THEM!Hunt out negative keywords with: All Search Terms Google Instant Search Common Sense
  42. 42. Negative KeywordsUSE THEM!Hunt out negative keywords with: All Search Terms Google Instant Search Common Senseex: Time Machine.Time management, time magazine, time management games.
  43. 43. How to Keep PPC Running Lean &Mean Set a Schedule Simplify when expanding Review Keyword activity Get more out of your Budget!
  44. 44. Set a Schedule Don’t Set it & Forget it. Look in your account once a day or 2-3 times per week depending on your goals. Your daily budgets should be set at a level which doesn’t cause you to want to log-in every 5 minutes.
  45. 45. Simplifiying when EXPANDING! Not getting enough out of Google? Try AdCenter ( BING ) Take what you’re successful with on AdWords and start with that on AdCenter. Don’t just copy over your whole AdWords account. Requires less day to day maintenance due to lower volumes (searches) Can have a cheaper CPC, depending on industry. Could possibly convert better, depending on your industry
  46. 46. Review Keyword Activity If you arent getting a lot of clicks and arent hitting your daily budget setting, review. Average position. Is it low? CTR – is your click through rate less than %1? How many impressions have you had What match type are you using?
  47. 47. Example of Keyword Optimization
  48. 48. Not Spending Your Budget? Is your product or service a little to Niche? Set ad delivery to accelerated Boost your ad position Add MORE keywords Check that negative keywords arent cutting out too much. Review your competitors campaign, what can you learn?
  49. 49. How To Get MetricsQuestionsContact Roger:roger@inemode.comTwitter: inemodeBlog/Web:www.inemode.com
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