1. How to Market Yourself
Online & Grade Your
PPC Campaigns for
Success
Francine Rodríguez, Manager of Customer Success
Rebeka Alvarez-Heck, Program Manager
August 8th 2019
7. 7
How do customers find you?
The text a user enters into the search bar is called a “search term” or
“search query.”
Patriots Tickets
8. 8
How do customers find you?
• Google loads the results
on a page called the
“Search Engine Results
Page,” AKA the “SERP.”
• Paid search ads Advertisers
pay Google to be here.
• Organic Results Have no
direct cost to show. This is
optimized through SEO
9. 9| Francine Rodríguez @chanchin18
What percent of clicks go to organic
vs paid on Google?
10. 10
Paid Search Often Yields More Traffic
64.6%
of all clicks
35.4%
of all clicks
Paid Search
Results
Organic Search
Results
22. 22
How does Google Ads Work?
How does the Ad Rank enter the auction?
If this example, Advertiser I takes the best position on the SERP, position 1.
Advertisers II and III take positions 2 and 3, respectively.
Advertiser IV’s ad rank is too poor to make the SERP and thus, advertiser IV’s ad does not show.
23. 23
Bidding Strategy Maximize
Clicks
Maximize
Conversions
Target CPA & Target
ROAS
Enhanced CPC
(eCPC)
Manual CPC
Who sets your bids Google Google Google You, but Google
may adjust
sometimes
You
What you control Your budget Your budget Your goals Nearly everything Everything!
Effort commitment None None Minimal (Set CPA Target
or Conversion Values)
Lots Lots
Best for Brand
Marketers or
New Accounts/
Advertisers
Interaction
Focused
Marketer
Advertisers with
hundred or thousands
of conversions a month
Sophisticated
Advertisers with
limited time
Sophisticated
Advertisers
Select Bidding Strategy
26. 26
Select Location and Language Targeting Options
Location:
o Country, State, City, Zip Code
o Radius
o Exclusions
Language:
o All Languages
oSpecific Languages
30. 30
The Ads Must DO
Capitalize All
Words
Use Top
Keywords in
Text
Complete All
Fields
Clear Call to
Action
Take
Advantage of
Extensions
3 Ads per
Adgroup
Send the Ad
to the Right
URL!
36. 36
Conversion Tracking
How do we track conversions?
We put a piece of code on the page a user sees after they complete the action we’re
looking to track.
Google can’t track who completes your goal. However, it can measure who arrives at the
page they see after the goal. We track visits to a thank you page, knowing they had to
complete our goal to get there.
Clicks on ad Fills out
Form
• Your ad
• Your goal
• Thank you page. Put the
conversion code here!
47. 47
Why Social Media?
Social media
affects
purchasing
behavior.
Variety of ad
formats &
experiences.
Robust
targeting
options
based on the
user.
Cheaper than
Google &
Bing Ads.
48. 48
Why Social Media?
New to the market? Get more visibility
Get feedback from your target audience
Capture leads/emails (e.g. for betas)
Test your concepts with audiences
49. 49
Paid Social
User behavior
Used for awareness
& getting visibility
Pay-per-show
Image ads
Paid Search
Keywords
Users have more
“intent to purchase”
Pay-per-click
Text ads
53. 53
#1 What’s your goal?
I want to…
• Get more traffic
• Get more email signs up for (product/service)
• Get people who like _____ to see my brand
name
• Sell my product to people who _____
• Test which image/product gets more
engagement
• Get more people to download my app
• Get calls to my business
& more!
54. 54
#1 What’s your goal?
Your Goal
Optimized to get you:
Eyes on your ads
Traffic, clicks to website
Conversions = actions taken
on your website
Campaign types in Facebook
55. 55
#2 Who Do You Want To Target?
Age, gender?
What do they like to do?
What do the NOT like?
Any recent life event changes?
Education level?
Industry they work in?
Have they interacted with your website
before?
56. 56
#2 Who Do You Want To Target?
21+, any gender
Interested in “pet adoption”
What do the NOT like?
Any recent life event changes?
Should not currently be in college
Industry they work in?
Have they interacted with your website
before?
Instagram & Facebook
57. 57
#2 Who Do You Want To Target?
21+, any gender
Interested in “human resources”
What do the NOT like?
Any recent life event changes?
Education Level
Have a job title that is “Human
Resources Specialist, Manager, etc”
Have they interacted with your website
before?
Facebook
58. 58
#2 Who Do You Want To Target?
Everyone on FB (2.2B)
USA, 21+ (170M)
Human
Resources
(3.8M)
59. 59
#2 Who Do You Want To Target?
Human
Resources
(3.6M)
60. 60
#2 Who Do You Want To Target?
Target users who are
similar to their
Facebook page
followers
Target an email list of
users who they
consider “disengaged”
Targeting ppl who
located in Pasadena
who like certain
interests
61. 61
#3 Ad Messaging
• Use your value proposition
• What does your audience struggle
with and how do you help them
succeed?
• Tell a story or give users an
experience (e.g. testimonials)
62. 62
#3 Messaging
• Have a clean and high-
quality image (with ppl!)
• Keep it short
• Use numbers when you
can
• Place most important text
on image
• Be clear about your offer
• Stay positive!
64. 64
#4 Ad Types
1. Single Image
2. Carousel
3. Lead Ad
4. Video Ad
https://help.shopify.com/assets/images/kit/setup/instagram-ad-single-image.png
65. 65
#4 Ad Types
1. Single Image
2. Carousel
3. Lead Ad
4. Video Ad
https://cdn-blog.cpcstrategy.com/wp-content/uploads/2017/04/e6035bc5-3588-405c-8701-07c9ca94911a.png
66. 66
#4 Ad Types
1. Single Image
2. Carousel
3. Lead Ad
4. Video Ad
https://conversionlogix.com/wp-content/uploads/2018/08/Carousel-Ad.png
67. 67
#4 Ad Types
1. Single Image
2. Carousel
3. Lead Ad
4. Video Ad
https://www.advertisemint.com/wp-content/uploads/2015/06/facebook-lead-ads.png
68. 68
#4 Ad Types
1. Single Image
2. Carousel
3. Lead Ad
4. Video Ad
https://i.ytimg.com/vi/zAucj-kDImQ/maxresdefault.jpg
69. 69
#4 Ad Types
1. Single Image
2. Carousel
3. Lead Ad
4. Video Ad
https://www.lemonlight.com/app/uploads/2019/01/instgram-video-ad.jpg
71. 71
Logistics
Business Page
Ad Account
Campaign 1
Ad Set
Ads
Campaign2
Ad Set
Ads
High level settings (users, multiple pages)
Where all the ad creation happens
Campaign type
Ad targeting (demographic, interests,
etc) & budget
Ads themselves (images, carousel, etc)
72. 72
Logistics
1. Create a business FB page
• facebook.com/pages/create
2. Create an Ad Account for
page via Ad Center
3. Go to Ads Manager
73. 73
#6 Testing
1. Create your
campaign/ad sets.
Don’t publish until
you’re ready!
2. Check the size of
the audience – aim
for 3k-1.5M
3. Create Multiple Ads
75. 75
#7 Metrics
Frequency: how
many times 1
user saw your
ad.
If this is above 4
= lower budget
or increase
audience size
Benchmarks: https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
