This presentation was given to an audience of small businesses at the MarketingBitz Bootcamp in Phoenix 3/22/17 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx

1. APPROACHING PPC AS A
BUSINESS OWNER

2. 01Who Is Jim?

3. JIM
CHRISTIAN
CEO - BLUSH Digital
Co-founder - Napa Summit & Key West Summit
Patented Inventer
Foodie for Life!
@jim_christia
n
@mrjimchristia
n
@mrjimchristian

4. My Last
Decade

5. Before We
Start
If You’re Using AdWords Express
You’re Doing It Wrong…
?

6. AdWords Express
Limitations
If you own a local business, the smallest targeting allowed is a 5-mile radius
All keywords in AdWords Express are set to broad match
Negative keywords aren’t allowed
Google Shopping ads option is only available in regular AdWords
AdWords Express uses monthly budgets while AdWords Uses daily budget caps
Keyword-level bidding is available if done in the initial set-up page
Using the Google Display Network separately from search isn’t an option
Ad extensions aren’t available
Targeting different device types differently isn’t an option
Conversion tracking is limited to doing so through Google Analytics
Optimization opportunities are pretty much non-existent.

7. 02What is PPC?

8. PAID ADS
LOCAL
RESULTS
ORGANIC

9. PAID
SHOPPING
PAID ADS
ORGANIC

10. PAID AD
PAID AD

11. PAID ADS

12. Why Invest In
PPC?
?

13. Major Selling
Points
With PPC you can
launch your business
today and get sales
before the sun goes
down!
Unlike SEO, PPC allows
you to see how visitors
react to your product
landing pages. Test today,
fix tomorrow.
Immediate Results
Start Selling Today
No commitment, pay as
you go. Perfect for those
looking to test the waters
before making a major
investment.
Built in connections to
Google Analytics allows
you to track purchase paths
and problem areas in near
real time.
Track Returns
Minimal Investment

14. Limitless
Options!
TARGET SINGLE MARKETS
REACH NATIONWIDE
GO HYPER LOCAL
Want to sell products in
Los Angeles as a test
market? You can do that in
AdWords!
Want to sell your services
nationwide? AdWords can
do that too!
Want to target mobile
users in a specific NYC zip
code? AdWords can do
that too!

15. Array of Ad Types
Search
Text ads that show up in Google, Bing, Yahoo
Display
Place visual ads across a vast variety of the Internet to connect with potential
customers
Re-marketing
A powerful feature that lets you capture people who have previously visited your
site as an advertising audience
Shopping
Product Listing Ads are search ads that include richer product information, such
as product image, price, and merchant name, without requiring additional
keywords or ad text
Local
Location targeting allows your ads to appear in the geographic locations that you
choose: countries, states, cities, metro area, zip codes, or a radius around a
location
Mobile
Mobile ads can be found in search results, content websites and in apps. Use
them to put your business in front of people as they use their phones and tablets
throughout the day

16. 03
Keyword
Research

17. Finding the Right
Keywords
Awareness
• Informational
• Navigational
• Non-commercial
• Non-transactional
Keyword Examples:
Snowboard on Land
Skateboard Alternatives
Real Hover-board
Discovery Purchase
• Research
• Discovery
• Oriented to CTA
• Implied Conversion
Keyword Examples:
What is One Wheel?
One Wheel Video
Where can you ride One
Wheel?
• Intent to Convert
• Imminent Conversion
• Trusts Brand
• Transactional
Keyword Examples:
One Wheel Price
One Wheel Cheap
One Wheel for Sale

18. Funnel Visualized

19. Useful Keyword Tools
AdWords Keyword Planner – A free tool within the AdWords platform that
allows you to search for keywords. One of the most useful tools out there.
SEMrush - Great data for both PPC and SEO purposes.
AnswerThePublic.com - A free tool that allows you to put keywords and get
relevant questions regarding the topic.
Research & Development
Reporting Tools
Google Analytics - Free tool that directly integrates with Adwords.
DashThis - Great tool that connects to your Adwords data to track ROI

20. Finding the Right
Match
Broad match
Ads may show on searches that contain the modified term (or close variations, but
not synonyms), in any order.
Example keyword: +women's +hats
Example search: hats for women
Phrase match
Ads may show on searches that are a phrase, and close variations of that phrase.
Example keyword: "women's hats"
Example search: buy women's hats
Exact match
Ads may show on searches that are an exact term and close variations of that exact
term.
Example keyword: [women's hats]
Example search: women's hats
Negative match
Ads may show on searches without the term.
Example keyword: -women
Example search: baseball hats

21. 04Finding Help

22. The sign of a great agency is their willingness to be
upfront and transparent about their business practices.
- Jim Christian

23. Who Can You Trust?

24. Warning Signs
Top 5 Signs You Are Dealing With The Wrong PPC Agency
1. They use a PPC account that you don’t directly control
2. You aren’t allowed to see the bid prices for your keywords
3. You aren’t allowed to see any of the keywords in your campaign
4. You aren’t told what search engines your ads are placed on
5. You are locked into a long term commitment/contract

25. A Final Word

26. Prepare for Change
As I prepped this presentation Google announced a change to AdWords Exact
Match. Exact Match is no longer “Exact”, it’s…. FUZZY.

27. 05Q & A

28. Jim
ChristianJim@BlushDigital.com
I believe in making a difference, in making things better. I
accomplish this through tireless hours of research, perfecting a
craft that I have a gift for. Digital Marketing is a passion that I
have had for over 20 years and one that I am always pursuing.
@jim_christia
n
@mrjimchristia
n
@mrjimchristian