SEW Profitable PPC Webcast Presentation

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  • SEW Profitable PPC Webcast Presentation

    1. 1. David Szetela [email_address] Blog: http://www.Clixmarketing.com/Blog SEW Columns: http://searchenginewatch.com/showPage.html?page=sew_author_fullarchive&author=3627445 PPC Rockstars: http://www.webmasterradio.fm/Advertising/PPC-Rockstars/ Profitable PPC: The Fundamental Secrets
    2. 2. The Fundamentals of PPC <ul><li>Campaign settings </li></ul><ul><li>Building keyword sets </li></ul><ul><li>Personas and buckets </li></ul><ul><li>Creating small, powerful ad groups </li></ul><ul><li>Writing killer ads </li></ul>
    3. 3. Campaign Setup - Google
    4. 4.
    5. 5.
    6. 6. Campaign Setup - Yahoo
    7. 9. Campaign Setup - Microsoft
    8. 10. Campaign Setup - Microsoft
    9. 11. Building Keywords Lists <ul><li>Start with customers, not words </li></ul><ul><li>Define customer types - Personas </li></ul><ul><li>Different personas use different search terms </li></ul>
    10. 12. Guitar Advertiser – Teenage Customer
    11. 13. Guitar Advertiser – Performer Customer
    12. 14. Guitar Advertiser – Collector Customer
    13. 15. Create Combinations – The Permutator
    14. 16. The Permutator June 5, 2009 http://www.boxersoftware.com/thepermutator.htm
    15. 17. Perfect Ad Groups (Almost) every keyword should appear in the ad text.
    16. 18. Perfect Ad Groups <ul><li>Keywords in ad are “bolded” </li></ul><ul><li>Best possible CTR (click-through-rate) </li></ul><ul><li>Best possible Quality Scores </li></ul><ul><li>Include “root words” plus minimal modifiers </li></ul>
    17. 19. Great PPC Ads <ul><li>Second-person pronouns – “You” </li></ul><ul><li>Imperative verbs – “Get” “Compare” </li></ul><ul><li>Test capitalization, punctuation </li></ul><ul><li>Tell visitor what to do on site </li></ul>
    18. 20. Great PPC Ads Keyword in Title Action Verb Poker Information Get the Must-read Secrets – Winning At Poker. Sign Up for Daily Emails! www.PokerBlasts.com/Poker+Winning Capitalized Words More Action at End Extra Words in Display URL
    19. 21. David Szetela [email_address] Blog: http://www.Clixmarketing.com/Blog SEW Columns: http://searchenginewatch.com/showPage.html?page=sew_author_fullarchive&author=3627445 PPC Rockstars: http://www.webmasterradio.fm/Advertising/PPC-Rockstars/ Profitable PPC: The Fundamental Secrets

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