The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me
October 5, 2010 Download Free Copy: http://CustomersNowBook.com
October 5, 2010 Available Now http://PPC1Hour.com
Today I’ll Cover: <ul><li>Non-site Conversions </li></ul><ul><li>Stop Micro-managing Keyword Bids </li></ul><ul><li>Turbo ...
Coming Soon: Non-web Conversions October 5, 2010
Auto Keyword Bid Management <ul><li>Google Conversion Optimizer </li></ul><ul><li>Available for every campaign with at lea...
 
 
 
 
 
Next Steps <ul><li>Be patient </li></ul><ul><li>Monitor Results </li></ul><ul><li>Tweak Target CPA bids if necessary </li>...
Caveat <ul><li>Anticipate peaks and valleys, and adjust Target CPA </li></ul>
Turbo-editing with AdWords Editor <ul><ul><li>Fast campaign construction and editing </li></ul></ul><ul><ul><li>Huge time-...
Segmenting Ad Groups with AdWords Editor October 5, 2010
Copy and Paste Ad Group October 5, 2010
Change the Name of the Copy October 5, 2010
Click on Keywords Tab October 5, 2010
Set Up a keyword Filter October 5, 2010
Delete Filtered Keywords October 5, 2010
Keyword Subset is Left October 5, 2010
Add Exact Match Versions of All keywords October 5, 2010
Add Exact Match Versions of All keywords October 5, 2010
Add Exact Match Versions of All keywords October 5, 2010
October 5, 2010
October 5, 2010
October 5, 2010
Instructions for adCenter Export <ul><li>http://bit.ly/bWdvB0 </li></ul>October 5, 2010
Hyper-targeting with AdWords October 5, 2010
Remarketing Resources <ul><li>http://ClixMarketing.com/blog/remarketing </li></ul>
Advertiser Benefits <ul><li>People who visit your site see your ads on Google Display Network sites thereafter </li></ul><...
Concepts <ul><li>Audience </li></ul><ul><li>Remarketing Lists </li></ul>
Method <ul><li>Define Visitor Subset </li></ul><ul><li>Create the corresponding Remarketing List </li></ul><ul><li>Past re...
Example 1 <ul><li>Return to Site </li></ul>
Example 1
Example 2 <ul><li>Visited Department </li></ul>
Example 2
Example 3 <ul><li>Shopping Cart Abandoned </li></ul>
Example 3
Announced Yesterday: Interest-Based Advertising October 5, 2010
Social Media PPC Rules <ul><li>600 Million Potential Customers </li></ul><ul><li>Relatively low competition </li></ul><ul>...
Getting Started <ul><li>Go to  http://www.facebook.com/advertising/ </li></ul><ul><li>Click on the “Create an Ad” button <...
Getting Started
Start with an Ad
Start with an Ad
Specify Targeting
Geographic Targeting
Geographic Targeting
Demographic Targeting
Likes and Interests
Set Budgets and Bids
Create Account Details
2 Emails Later…
Main PPC Web Interface
Implement Conversion Tracking
Implement Conversion Tracking
Campaign Performance – Web Interface
Conversion Performance – Reports
Conversion Performance – Reports <ul><li>Post-Impression: conversions that result from people seeing the ad but not necess...
Demographic Report
Responder Profile Report
Hyper-Target Ad/Landing Page Combinations
Targeting Roulette Players in Swanage
Roulette/Swanage  Landing Page October 5, 2010
Blackjack/Bournemouth  Landing Page October 5, 2010
More Resources <ul><li>Facebook Ad Help Files </li></ul><ul><li>Facebook Ads Fan Page -  http://www.facebook.com/FacebookA...
LinkedIn Advantages <ul><li>World’s largest professional social network </li></ul>
Prominent Ad Placement
Getting Started <ul><li>http://www.linkedin.com/companies </li></ul>
Getting Started <ul><li>https://www.linkedin.com/directads/ </li></ul>
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Advice <ul><li>Read the guidelines:  http://www.linkedin.com/static?key=pop%2Fpop_sas_guidelines </li></ul><ul><li>Read my...
Advice <ul><li>Tag urls to track conversions via Google Analytics </li></ul><ul><li>Test a wide variety of ad texts ad des...
Direct Links: <ul><li>DirectAds Homepage  </li></ul><ul><li>https://www.linkedin.com/directads </li></ul><ul><li>Manage Ad...
The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me
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Szetela Atlanta SEMPO 2010

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Szetela Atlanta SEMPO 2010

  1. 1. The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me
  2. 2. October 5, 2010 Download Free Copy: http://CustomersNowBook.com
  3. 3. October 5, 2010 Available Now http://PPC1Hour.com
  4. 4. Today I’ll Cover: <ul><li>Non-site Conversions </li></ul><ul><li>Stop Micro-managing Keyword Bids </li></ul><ul><li>Turbo Campaign Editing </li></ul><ul><li>Hyper-Targeting with AdWords </li></ul><ul><li>Hyper-targeting with Facebook, LinkedIn </li></ul>October 5, 2010
  5. 5. Coming Soon: Non-web Conversions October 5, 2010
  6. 6. Auto Keyword Bid Management <ul><li>Google Conversion Optimizer </li></ul><ul><li>Available for every campaign with at least 15 conversions in previous 30 days </li></ul><ul><li>Works on Search and Display Campaigns </li></ul>October 5, 2010
  7. 12. Next Steps <ul><li>Be patient </li></ul><ul><li>Monitor Results </li></ul><ul><li>Tweak Target CPA bids if necessary </li></ul>
  8. 13. Caveat <ul><li>Anticipate peaks and valleys, and adjust Target CPA </li></ul>
  9. 14. Turbo-editing with AdWords Editor <ul><ul><li>Fast campaign construction and editing </li></ul></ul><ul><ul><li>Huge time-saver </li></ul></ul><ul><ul><li>Lots of expert techniques </li></ul></ul><ul><ul><li>Good starting point for Microsoft campaigns </li></ul></ul>
  10. 15. Segmenting Ad Groups with AdWords Editor October 5, 2010
  11. 16. Copy and Paste Ad Group October 5, 2010
  12. 17. Change the Name of the Copy October 5, 2010
  13. 18. Click on Keywords Tab October 5, 2010
  14. 19. Set Up a keyword Filter October 5, 2010
  15. 20. Delete Filtered Keywords October 5, 2010
  16. 21. Keyword Subset is Left October 5, 2010
  17. 22. Add Exact Match Versions of All keywords October 5, 2010
  18. 23. Add Exact Match Versions of All keywords October 5, 2010
  19. 24. Add Exact Match Versions of All keywords October 5, 2010
  20. 25. October 5, 2010
  21. 26. October 5, 2010
  22. 27. October 5, 2010
  23. 28. Instructions for adCenter Export <ul><li>http://bit.ly/bWdvB0 </li></ul>October 5, 2010
  24. 29. Hyper-targeting with AdWords October 5, 2010
  25. 30. Remarketing Resources <ul><li>http://ClixMarketing.com/blog/remarketing </li></ul>
  26. 31. Advertiser Benefits <ul><li>People who visit your site see your ads on Google Display Network sites thereafter </li></ul><ul><li>Ads (and even landing pages) can be customized for the visitor behavior (e.g. abandoned shopping cart) </li></ul>
  27. 32. Concepts <ul><li>Audience </li></ul><ul><li>Remarketing Lists </li></ul>
  28. 33. Method <ul><li>Define Visitor Subset </li></ul><ul><li>Create the corresponding Remarketing List </li></ul><ul><li>Past remarketing code on appropriate pages </li></ul><ul><li>Create an ad group targeting the entire display network </li></ul>
  29. 34. Example 1 <ul><li>Return to Site </li></ul>
  30. 35. Example 1
  31. 36. Example 2 <ul><li>Visited Department </li></ul>
  32. 37. Example 2
  33. 38. Example 3 <ul><li>Shopping Cart Abandoned </li></ul>
  34. 39. Example 3
  35. 40. Announced Yesterday: Interest-Based Advertising October 5, 2010
  36. 41. Social Media PPC Rules <ul><li>600 Million Potential Customers </li></ul><ul><li>Relatively low competition </li></ul><ul><li>Insanely great targeting capabilities </li></ul>
  37. 42. Getting Started <ul><li>Go to http://www.facebook.com/advertising/ </li></ul><ul><li>Click on the “Create an Ad” button </li></ul>
  38. 43. Getting Started
  39. 44. Start with an Ad
  40. 45. Start with an Ad
  41. 46. Specify Targeting
  42. 47. Geographic Targeting
  43. 48. Geographic Targeting
  44. 49. Demographic Targeting
  45. 50. Likes and Interests
  46. 51. Set Budgets and Bids
  47. 52. Create Account Details
  48. 53. 2 Emails Later…
  49. 54. Main PPC Web Interface
  50. 55. Implement Conversion Tracking
  51. 56. Implement Conversion Tracking
  52. 57. Campaign Performance – Web Interface
  53. 58. Conversion Performance – Reports
  54. 59. Conversion Performance – Reports <ul><li>Post-Impression: conversions that result from people seeing the ad but not necessarily clicking on it </li></ul><ul><li>Post-click: conversions that result from people clicking on the ad </li></ul>
  55. 60. Demographic Report
  56. 61. Responder Profile Report
  57. 62. Hyper-Target Ad/Landing Page Combinations
  58. 63. Targeting Roulette Players in Swanage
  59. 64. Roulette/Swanage Landing Page October 5, 2010
  60. 65. Blackjack/Bournemouth Landing Page October 5, 2010
  61. 66. More Resources <ul><li>Facebook Ad Help Files </li></ul><ul><li>Facebook Ads Fan Page - http://www.facebook.com/FacebookAds </li></ul>
  62. 67. LinkedIn Advantages <ul><li>World’s largest professional social network </li></ul>
  63. 68. Prominent Ad Placement
  64. 69. Getting Started <ul><li>http://www.linkedin.com/companies </li></ul>
  65. 70. Getting Started <ul><li>https://www.linkedin.com/directads/ </li></ul>
  66. 91. Advice <ul><li>Read the guidelines: http://www.linkedin.com/static?key=pop%2Fpop_sas_guidelines </li></ul><ul><li>Read my book: http://clixmarketing.com/CustomersNow </li></ul><ul><li>Create a LinkedIn Company Profile </li></ul>
  67. 92. Advice <ul><li>Tag urls to track conversions via Google Analytics </li></ul><ul><li>Test a wide variety of ad texts ad designs </li></ul><ul><li>Set ads to Rotate </li></ul>
  68. 93. Direct Links: <ul><li>DirectAds Homepage </li></ul><ul><li>https://www.linkedin.com/directads </li></ul><ul><li>Manage Ads </li></ul><ul><li>https://www.linkedin.com/directads/home </li></ul><ul><li>Create Another Ad </li></ul><ul><li>https://www.linkedin.com/directads/create </li></ul>
  69. 94. The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me
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