Ecommerce School: Roger Lopez on PPC on a Shoestring Budget

1,388 views

Published on

On October 15, 2013, Roger Lopez of DoMyOwnPestControl.com, presented this talk at Ecommerce School to help beginners understand Pay Per Click advertising.

Published in: Education, Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,388
On SlideShare
0
From Embeds
0
Number of Embeds
772
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ecommerce School: Roger Lopez on PPC on a Shoestring Budget

  1. 1. Pay Per Click Advertising on a Shoestring. Instructor | Roger Lopez roger@lopezaguirre.com #ecommerceschool
  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. Getting Started •• Start with Google AdWords, $5 activation fee (there really isn’’t an activation fee but lets just start with 5 bucks.) • •• Set a budget for a month •• Stick to the budget.
  4. 4. Search Engine Vocabulary •• Search query - what the person typed into a search box on a search engine •• Organic results - these are the listings on SERP that are not ads FREE ADVERTISING! •• SERP (search engine results page) - the page that results from a search performed on a search engine. •• Branded vs. Non Branded - a branded keyword or query includes some combination of keywords that includes the name of your 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 organic Have some brand recognition ••Need to expand exposure for non branded keywords
  8. 8. Our ““Company”” Financials $500 budget for the month over 30.4 days = $16.45 per day Average order value is $30 Need at least two conversions (goals/sales) per day average 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 Womens T Shirts Mens T Shirts keywords XXXL T shirt Ad Group keywords 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 it Easier to add/build up rather than try and sift through what is 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 3 campaigns. 2 3 Campaigns means no more than 6 ad groups total 6 ad groups means no more than 100 keywords. Ideally 50 keywords, you want to be able to keep it simple to 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 keyword Offer 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 Ads Optimize for clicks is set as default. This is good. Testing requires even rotations Doesn’’t take conversions into considerations unless 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 on a list. Target 2 ads max. for every 5,000 impressions.
  25. 25. Segmenting Keyword Lists Keep 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 separated out from long tail lower traffic keywords. be Don’’t overload your list with plurals, synonyms and misspellings to start with…….(google actually has a thing for that)
  26. 26. Long Tail Keywords Keywords 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 Lists T-Shirt Buy t shirt Shop for t shirts T shirt brands Best T shirt Large Red Shirt Best Large Red t shirt Buy Large Red Tshirt T shirt that is red & large Lg. Red T Shirt Wholesale Red Shirts Wholesale red shirts Buy red shirts at wholesale Where do you get red shirts at wholesale Best wholesale red shirt dealers
  28. 28. AdWords Keyword Match Types Broad 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 color Phrase 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 Keywords Negative 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 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. stay
  32. 32. Location, Location, Location BY DEFAULT USA & Canada are bundled together. Make sure only advertise where you want……. you (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. DEVICES Desktops Laptops Mobile Smart phones. Tablets & More!
  34. 34. Bidding in AdWords Manually Set a MAX CPC Automatic Set a targeted budget & Google picks the CPC for Enhanced CPC Google uses conversion history to adjust the CPC for you you
  35. 35. Schedule & Ad Delivery Ad Schedule By default, All times & All Days Ad Delivery By Default, Set to ““Optimize for Clicks””
  36. 36. Tips for Stretching Your Budget Hitting 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 Copy Test using prices in ad copy Deter the ““Free Crowd”” Be Specific to filter out those still early in the buying cycle Keep your end goal in mind when writing copy Use ““Buy”” ““Shop””…….action words over ““Browse”” ““look”” which are more passive.
  40. 40. Qualify Visitors in Ad Copy Test using prices in ad copy Deter the ““Free Crowd”” Be Specific to filter out those still early in the buying cycle Keep your end goal in mind when writing copy Use ““Buy”” ““Shop””…….action words over ““Browse”” ““look”” which are more passive.
  41. 41. Negative Keywords USE THEM! Hunt out negative keywords with: All Search Terms Google Instant Search Common Sense
  42. 42. Negative Keywords USE THEM! Hunt out negative keywords with: All Search Terms Google Instant Search Common Sense ex: 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. Questions Contact Roger: roger@lopezaguirre.com Twitter: @inemode www.linkedin.com/in/iamroger Web: www.domyownpestcontrol.com

×