The document discusses Joel Bondorowsky's presentation on developing effective pay-per-click (PPC) strategies. The presentation covers PPC campaign strategy, Google Display (GDN), bidding, Google Search advertising, Google Display Shopping campaigns, and Universal App campaigns. Key aspects of strategy discussed include understanding audiences and their intent, choosing the right tools to reach them, and optimizing campaigns through testing.

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How to Develop an Effective
PPC Strategy to Create
Profitable Campaigns
Joel Bondorowsky

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What we’ll go over
In 1h will teach you about
PPC Campaign Strategy
Google Display (GDN)
Bidding
Google Search Advertising
Google Display
Shopping (PLA) Campaigns
Universal App Campaigns
(Mobile Apps)

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About Joel

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PPC Puts Advertisers in Control
Measurable
Performance
Control
Multiple Targeting
Options Spread Across
Multiple Platforms

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• Brand awareness
Quick Poll
• Website traffic
• Maximum profits through direct response
• Service Clients
• Prove a concept
What’s your PPC goal?

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Strategy

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Doing PPC – Launching Campaigns
• Strategy
• Planning
• Launching
• Measuring
• evaluating
What is Strategy?

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Understand Your Audience – who are they?

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Understand Their Intent – where they are?

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Choose The Right Tool To Reach Them

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The Right Ad Message To Reach Them With

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Lead Them to Purchase with a Well Designed Funnel

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Evaluate their Progress with Effective Micro Conversions

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Drive More Users Down the Sales Funnel with A/B Testing

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What to Test for Maximum Results

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Search advertising

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When to use PPC Search

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• Headline which reflects their search
• An image of what they are looking for
• Short sales copy
• Clear call to action
• Element to show credibility of the vendor
(usually under the CTA)
They Click - They Land Ready to Buy

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Have Them Find You with Actionable Words

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Text Ad Format
(character limit)
Headline 1 (30)
Desktop Mobile
Headline 2 (30)
Headline 3 (30)
Display URL (15 / 15)
Description 1 (90)
Description 2 (90)
Search Ad Format

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Reflect the Search
Complete Inner Dialogue
Trust & Credibility
Clear Call to Action
Try Different Display URLs
Writing Ads

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VS
Testing Ads – Inner Dialogue

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VS
Testing Ads – Credibility

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VS
Testing Ads – Call To Actions

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Analysing Ad Tests

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Shopping (PLA)

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When to Use PLA?

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• Only available in some regions
• Ads are automatically built from your data feed
• Must have a Google merchant account linked to Google Ads
• Ads are triggered by searches for the product, not keywords
Product data
feed
Google merchant center Google
ads
About PLA Campaigns

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Shopping Campaign Ads
Data Feed Creates Ads
• Product Id
• Product Name
• Product Description
• Landing Page Link
• Ad Image
• Product Availability
• Price
• Product Category

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Advertising
on the GDN

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When to use the GDN?

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Role of a display ad

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GDN Ads come in many shapes and sizes

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• Sales Copy is longer
They Click and Need to be Sold!
• It’s quality that matters more
• Video sales letters can help
• Offer and price shouldn’t
be immediately apparent
Buy Now

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Targeting / by content
Placement Targeting Topic Targeting Contextual Targeting

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Targeting / by person
• Audience Keywords
• Affinity Audiences
• In Market Audiences
• Similar Audiences
• Remarketing

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Target Smarter with Combinations
Wider Narrower
Audiences
Topics

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Ads / Ad Options
Text AdsBanner Ads Responsive Ads

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Universal App
Campaigns
(Mobile Apps)

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When to Use Universal App Campaigns

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• Advertised across Google properties
• Ads are intelligently created
• Targeting is intelligently Optimized
• Works best with effective in app tracking
About Universal App Campaigns

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The Ads
App Store Google Search Apps Engage Web Youtube Video

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• Segment by language, not country
• Start with 50x CPA budget at minimum
• Use Text assets that vary in length
• Use High resolution images of Google’s most popular sizes
• Optimize for actions that are higher value. (when data permits)
Targeting and optimization

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Quick Poll
• $0 to $4,999
• $5,000 to $19,999
• $20,000 to $99,000
• $100,000 to $299,999
What’s your monthly PPC spend?
• $300,000 and up

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Bidding

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Bidding Puts you Into Control
To have control you must have
Significant statistics
to give effective bids
Consistent
Campaign History

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Value of the sale x conversion rate = value per click
$ 100 1% $ 1
Value Per Click

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How to use budgeting to be in control – ad delivery
PPC Fundamentals Course with Joel Bondorowsky
Enroll for free
semrush.com/academy

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