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My ppc approach


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What I learned so far about PPC with Google Adwords

Published in: Marketing
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My ppc approach

  1. 1. My PPC approach
  2. 2. What have I learnt during my 7 years in online marketing? Between 70 to 90% of Google revenue is coming from PPC
  3. 3. I decided to pass the Google exam.
  4. 4. My plan for a successful Pay Per Click campaign
  5. 5. 1. Determine your goals and budget • Whether you want to increase sales or brand awareness, they are not the same I am here to score goals I am a brand
  6. 6. 2. Make a list of keywords Before Phrase + Keyword + Brand + After Phrase = 32% increase in CTR for my customer! Keyword lists are built with Ubersuggest, Adwords tool & local knowledge
  7. 7. 3. Geographic targeting Some clients come to me for SEO claiming PPC did not work but did they choose the right location?
  8. 8. 4. Language targeting Consider also local minorities. There is an estimated 100,000 French people in London.
  9. 9. 5. Mobile bid This is vital especially if the mobile version is bringing more value to your site.
  10. 10. 6. Ad scheduling Why display ads geared to generate phone calls when your staff can not answer them?
  11. 11. 7. Ad rotation & delivery With accelerated delivery, ramp up early and handle your leads before going home.
  12. 12. 8. Ad copy Test ads, retest and create variation of working ads & test them again.
  13. 13. 9. Tracking URL parameters Use the Google tracking parameter to understand what happens “post-click”
  14. 14. 10. Landing pages A/B tests the landing pages especially if you have the resources to do it.
  15. 15. 11. Negative list Common: DIY, Free Specific: look at your competitor bad ads
  16. 16. 12. Search Partners If turned on, monitor it
  17. 17. 13. Display Partners Lock down the display partners with manage placement or re-marketing Choose your placement carefully Make sure you leave your cookie for re-marketing
  18. 18. 14. Audience list Create lists with associated ads for those who purchased or didn't check out
  19. 19. 15. Ad extension Take advantage of all kinds of new features
  20. 20. 16. Product listing ads You need to make sure everything is in sync (price) & start slow
  21. 21. Questions QUENTIN SABANOWSKI twitter/qu3nt1n