The processes of brewing beer and creating PPC campaigns are more similar than you think. Both processes follow a plan of execution, and one, small mistake could mean undesirable results. Each new campaign is like a new recipe that shouldn't follow a cookie-cutter model because not every campaign is the same. Learn why...

2. • Senior Manager, Paid Media &
Community - Granular
• Blogger
• Granular
• PPCHero
• SEMrush
• Craft Beer Lover
• Client Experience
WHO AM I?
@MilwaukeePPC #semrushlive

3. BEER MENU – WHAT TO EXPECT
@MilwaukeePPC
1. The Main, Four Ingredients
2. Brewing
3. Fermentation
4. Packaging and Branding
#semrushlive

4. @MilwaukeePPC
THE FOUR INGREDIENTS OF BEER
@MilwaukeePPC
WATER GRAINS
HOPS YEAST
#semrushlive

5. ONE BAD INGREDIENT CAN RUIN EVERYTHING
@MilwaukeePPC
Image courtesy of Discovery Channel
• Episode 4 shows the brewing of their famous 120 Minute IPA
• It’s their most expensive beer to make. That’s why it sell’s for $8-10 a bottle.
• This episode shows their yeast didn’t hold up to quality standards. So they had
to dump 9,000 gallons of the beer…all because of one bad ingredient.
#semrushlive

6. @MilwaukeePPC
THE FOUR INGREDIENTS OF PPC
@MilwaukeePPC
CAMPAIGN SETTINGS
AD MESSAGE LANDING PAGE
TARGETING
#semrushlive

7. CAMPAIGN SETTINGS
@MilwaukeePPC
• GOALS
• Location
• Language
• Bid Strategy and Budget
• Ad Scheduling
The Basics Deeper Considerations
#semrushlive

8. ACCOUNT SETTINGS
@MilwaukeePPC
Link AdWords to Analytics to share data
#semrushlive

9. TARGETING
@MilwaukeePPC
Group your keywords into tight-knit ad groups by
thinking about search query relevance.
#semrushlive

10. TARGETING – USE LAYERS WITH DISPLAY
@MilwaukeePPC #semrushlive

11. AD MESSAGE – USE AD EXTENSIONS
@MilwaukeePPC #semrushlive

12. AD MESSAGE – TRY AD CUSTOMIZERS
@MilwaukeePPC
1. Countdown the days left for a sale or promotion
2. If it’s for a certain product, show the users how many you have left in
stock to hopefully build urgency
3. If you offer prices that can fluctuate by day, ad customizers will allow
you to still use prices in ads without the effort of every day updates.
#semrushlive

13. AD MESSAGE – DON’T FORGET MOBILE
@MilwaukeePPC
Besides creating desktop ads, create at least two mobile
ads to test against each other.
#semrushlive

14. LANDING PAGE – WHAT’S THE CALL TO ACTION?
@MilwaukeePPC
• Call
• Search
• Top Navigation
• Fax
• Print the page
• Share on social media
• Recommend on Facebook
• Request a quote
• Ask a question
• Learn more about the company
• Like their Facebook page
• Read more about other
capabilities the user didn’t
search for
• Still on this page? Didn’t think
so.
#semrushlive

15. LANDING PAGE – ONE CLEAR PATH
@MilwaukeePPC #semrushlive

16. LANDING PAGE – DON’T LIE IN YOUR ADS
@MilwaukeePPC #semrushlive

17. BREWING
@MilwaukeePPC #semrushlive

18. BREWING – MONITOR ANALYTICS
@MilwaukeePPC
Areas to check should be easier to spot with less data.
#semrushlive

19. BREWING – BE PROACTIVE W/ NEGATIVES
@MilwaukeePPC
Don’t assume exact match is fail proof!
#semrushlive

20. BREWING – CREATE REMARKETING AUDIENCES
@MilwaukeePPC
1. Viewed product or service but didn’t convert
2. Added product to cart but didn’t finish order
3. Pages with high amount of visits
4. Watched my videos on YouTube
1. Stayed on my site for less than 5 seconds
2. People who have already converted
For Direct Targeting
For Exclusions
#semrushlive

21. FERMENTATION
@MilwaukeePPC #semrushlive

22. FERMENTATION – LET YOUR DATA SIT
@MilwaukeePPC
• Week 1 – Not too happy
• Week 2 – All important metrics improved
• Week 3 – Even more, noticeable
improvements
Example for a local, B2B client
#semrushlive

23. FERMENTATION – SQ PATIENCE: 1ST WEEK
@MilwaukeePPC #semrushlive

24. FERMENTATION – SQ PATIENCE: 3rd WEEK
@MilwaukeePPC #semrushlive

25. PACKAGING & BRANDING
@MilwaukeePPC
YOU’RE NOT THE ONLY ONE OUT THERE…
HOW ARE YOU GOING TO CAPTURE SOMEONE’S ATTENTION?
#semrushlive

26. PACKAGING & BRANDING – MORE NOISE
@MilwaukeePPC
Image courtesy of Jennifer Slegg of The SEM Post
#semrushlive

27. PACKAGING & BRANDING – MANY OPTIONS ALL THE SAME
@MilwaukeePPC #semrushlive

28. PACKAGING & BRANDING – BE DIFFERENT
@MilwaukeePPC #semrushlive

29. PACKAGING & BRANDING – BE DIFFERENT
@MilwaukeePPC #semrushlive
We see great ads without any keyword stuffing!

30. PROST! LET’S SOCIALIZE!
@MilwaukeePPC #semrushlive