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2009 Philly Search Camp Advanced Ppc Strategies


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2009 Philly Search Camp Advanced Ppc Strategies

  1. 1. ADVANCED PPC STRATEGIES<br />Presented by: Greg Meyers<br />
  2. 2. OVERVIEW<br />The optimal Campaign Structure<br />Tips on writing PPC Text Ads<br />PPC Text Ad Testing (Right vs. Wrong)<br />Importance of Filtering your PPC Traffic<br />Tips on Google’s Different Networks<br />When to best use Yahoo Search & MSN (Bing)<br />Tips for Local or Geo-Targeted Search Listings<br />Things to always remember….<br />2<br />
  4. 4. CAMPAIGN STRUCTURES<br />It’s all about creating very tightly defined Adgroups about a specific group of products or services.<br />4<br />
  5. 5. WRITING PPC ADS<br />Writing Ads is one of the most difficult parts of PPC. However, when writing them, it’s important to create many different messages to see which ones perform better.<br />5<br />
  6. 6. PPC TEXT AD TESTING<br />The Right Way<br />Run Tests in Phases<br />At least 3-4 totally different Ads<br />(ie. Price vs. Shipping vs. Quality vs. Selection)<br />Set campaign to ROTATE Ads, Duh!<br />Let run for two weeks or at least 10,000+ impressions.<br />Using Web Analytics, determining successes based on CTR%, conversions and action events<br />The Wrong Way<br />Running more than 5 Ads at one time<br />All Ads have one or two different words differentiating them<br />Making assumptions based on low sample size<br />Base Successes on CTR%. Not conversions and possible seasonality <br />6<br />
  7. 7. PPC TEXT AD TESTING<br /><ul><li>Reaching 4 different types of audiences
  8. 8. Generic + Free Shipping
  9. 9. Discounted + 25% off
  10. 10. Reviews + Comparison
  11. 11. Affordable + Sale</li></ul>7<br />
  12. 12. PPC TEXT AD TESTING<br />8<br />
  13. 13. PPC TEXT AD TESTING<br />9<br />
  14. 14. FILTERING YOUR PPC TRAFFIC<br /><ul><li>Negative Keywords
  15. 15. Site Exclusions</li></ul>WHY?<br /><ul><li>Saves you money on unwanted clicks
  16. 16. Improves your CTR% and overall Quality Score.
  17. 17. Alleviates unwanted bandwidth usage
  18. 18. Supports better Brand Reputation
  19. 19. Creates ongoing optimization model </li></ul>10<br />
  20. 20. TIPS ON GOOGLE’S NETWORKS<br /><ul><li> Search
  21. 21. Search Partners
  22. 22. Content Network
  23. 23. Site Placement Network
  24. 24. When to Avoid Specific Networks</li></ul>11<br />
  25. 25. GOOGLE.COM SEARCH<br /><ul><li>Best place to start a new PPC Campaign
  26. 26. Must be very disciplined to “game the system”
  27. 27. Usually provides best chance for high CTR%
  28. 28. Optimal for A/B and Text AD Testing
  29. 29. Easily tracked in Google Analytics</li></ul>12<br />
  30. 30. GOOGLE SEARCH PARTNERS<br /><ul><li>Be careful to monitor where impressions are being served
  31. 31. Google does not disclose all partners (only a dozen or so)
  32. 32. Google Search Partners drive a lot of impressions and clicks, but none of them may convert.</li></ul>13<br />
  33. 33. GOOGLECONTENT NETWORK<br />When to switch to Content and Site Placements<br /><ul><li>Switch to the Content Network to get more clicks for the money (ie. Lower CPC)
  34. 34. If you want to establish a brand presence, use Placement Targeting to identify related websites to get your message out via Banner and Video Ads</li></ul>14<br />
  35. 35. WHY AVOID THE CONTENT NETWORK?<br /><ul><li>Content Network causes a lot of unqualified clicks
  36. 36. Gives you very low CTR% Rate which is bad
  37. 37. Very, very slow click history which is also bad
  38. 38. Susceptible to Click Fraud (Adsense)</li></ul>15<br />
  39. 39. WHY EMBRACE THE CONTENT NETWORK?<br /><ul><li>Great for Branding (display Ads)
  40. 40. Reach different & wider audience
  41. 41. Ability to filter out bad sites and spend more money on what works best.
  42. 42. Test different Display Banners and messaging
  43. 43. Usually a cheaper option to try and test the daily and monthly budgets.
  44. 44. You may find a relevant site or blog that converts well for cheap.</li></ul>16<br />
  45. 45. TIPS ON USING YAHOO & MSN (BING)<br /><ul><li> Run campaigns on Google first. WHY?
  46. 46. It’s a Bigger audience
  47. 47. Faster learning curve
  48. 48. Utilize Raw Keyword Query data
  49. 49. Identify impression, click and budget estimates
  50. 50. Data can be easily exported campaign from Adwords Editor
  51. 51. Create Tests
  52. 52. Content Network Comparison
  53. 53. Keyword Matching (Advanced vs. Broad)
  54. 54. Landing Pages
  55. 55. Ad Text</li></ul>17<br />
  56. 56. LOCAL BUSINESS FEATURES<br />18<br />
  57. 57. POWERFUL GEO-TARGETING<br />19<br />
  58. 58. LOCAL GMAIL EXAMPLE<br />20<br />
  59. 59. THINGS TO ALWAYS REMEMBER<br /><ul><li> Manually separate Content Network from Search Network
  60. 60. Create separate campaign for Content Network
  61. 61. If AD testing, switch Ad Rotation to ROTATE
  62. 62. Run Site Placement Reports often
  63. 63. Use Site Exclusion option frequently
  64. 64. Monitor your daily budget to ensure your not missing opportunities</li></ul>21<br />
  65. 65. THINGS TO ALWAYS REMEMBER<br /><ul><li> Make sure all Landing Pages are still active and not removed (especially for dynamically generated urls such as Product pages and search results pages)
  66. 66. Look at your analytics to see what “search queries” are being typed in.
  67. 67. Look at your internal search engine for keywords
  68. 68. Always tweak your keyword groups and look for low CTR% and impressions.</li></ul>22<br />
  69. 69. Thank You!<br />Trellian Keyword Discovery OFFER!<br />Get 20% OFF Discount & FREE 20 Minute Tutorial<br /><br />Greg Meyers– Founder, iGESSOInternet Marketing<br />Phone: (610) 827-0121, Email:<br />Website:<br />Blog:<br />DOWNLOAD ALL MY PRESENTATIONS:<br />