Steve Hammer@armondhammer  @armondhammer
@armondhammer
 Ways  to use adwords Goal Setting Keyword matching Keyword Seeds User Intent Campaign Setup                        ...
 “Gem”   keyword found • Low competition, reasonable volume                    • Build content/Links     SEO            •...
Survey             PPC                         Build Build Questions                   Hypothesis/Control      Ask        ...
 Branded  Domain had       Branded or          SEO                22% lower CPA        domain?             Branded Domai...
SEO                         PPC• No pure control of      • Control Landing  indexed page              Page• Is redirect cl...
 Who do you want to notice you?  • Office Location  • Names Target      Vanity Keywords  • “Self Googling”  • Site Name ...
@armondhammer
@armondhammer
@armondhammer
Profit per     Orders per   Conversion          Value per order ($)      customer         %                visitor Estima...
@armondhammer
 Well matched     center    Less relevant     further out    Bids can     overcome     relevance, but     cost more@arm...
 BroadBroad                                       modified                                             • +word           ...
@armondhammer
InstantSuggestionsCompeting  Ads   SEO  Results              @armondhammer
Operator       Example              UseSite:          Site:cnn.com obama   Find a concept on a specific siteRelated:      ...
@armondhammer
@armondhammer
Tool Data   Interpretation            High Broad, low exact – seed with            many modifiers – Very broad intent     ...
NEW “DIRECTIONS”                         USE THE TOOLS                UsageGeography                     Occasion         ...
@armondhammer
@armondhammer
•   Low intent                            • Expensive to•   Cheap                                   “steal” traffic•   Sof...
@armondhammer
@armondhammer
@armondhammer
@armondhammer
@armondhammer
v    @armondhammer
NegativeExpansion            @armondhammer
Campaign                                    Battery                       Laptop                                     DellA...
 Negative    match obscenities and hate  words Dead end intent negatives added Language and channel exclusions you  can...
Adwords.blogspot.com@armondhammer
Steve Hammer@armondhammer  @armondhammer
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Ppc is for everyone

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Ppc is for everyone

  1. 1. Steve Hammer@armondhammer @armondhammer
  2. 2. @armondhammer
  3. 3.  Ways to use adwords Goal Setting Keyword matching Keyword Seeds User Intent Campaign Setup @armondhammer
  4. 4.  “Gem” keyword found • Low competition, reasonable volume • Build content/Links SEO • Wait for rank (2 wks?) • Determine commercial potential • Make an Ad PPC • Run a limited test • Know commercial potential now @armondhammer
  5. 5. Survey PPC Build Build Questions Hypothesis/Control Ask Split test Measure Actual Analyze data Reponses @armondhammer
  6. 6.  Branded Domain had Branded or SEO 22% lower CPA domain?  Branded Domain users returned 38% more often Branded SEOdomain ad domain adMeasure Measure (source: internal testing) CPA CPA @armondhammer
  7. 7. SEO PPC• No pure control of • Control Landing indexed page Page• Is redirect cloaking? • Control entry• Optimum keywords conversion could • Redirect via hurt rank adwords or external• Long tail traffic can optimizer confuse results @armondhammer
  8. 8.  Who do you want to notice you? • Office Location • Names Target Vanity Keywords • “Self Googling” • Site Name • On-site content @armondhammer
  9. 9. @armondhammer
  10. 10. @armondhammer
  11. 11. @armondhammer
  12. 12. Profit per Orders per Conversion Value per order ($) customer % visitor Estimations are a good start Visitor value – Spend = Return on Ad Spend (ROAS) Don’t forget your desired margin @armondhammer
  13. 13. @armondhammer
  14. 14.  Well matched center  Less relevant further out  Bids can overcome relevance, but cost more@armondhammer
  15. 15.  BroadBroad modified • +word • Locks High “Phrase” word  NegativeVolume • -word • Eliminates [Exact] • Combines Low with other Exactly as typed modifiersControl  -[word] @armondhammer
  16. 16. @armondhammer
  17. 17. InstantSuggestionsCompeting Ads SEO Results @armondhammer
  18. 18. Operator Example UseSite: Site:cnn.com obama Find a concept on a specific siteRelated: Related:dfwsem.org Find sites similar to another“ oneword“ “linsanity” Search exactly this way – don’t substitute“more words” “Porsche rumors” Keep the words together, in order, with no additions- (minus) Battery -alkaline Exclude the concept~ (tilde) ~battery Expand the word to similar ideas @armondhammer
  19. 19. @armondhammer
  20. 20. @armondhammer
  21. 21. Tool Data Interpretation High Broad, low exact – seed with many modifiers – Very broad intent Close search volume - high intent words Similar volume for close words – Overlapping broad match Low volume – niche keyword – focused intent Poor Commercial Intent – negative candidate Higher volume seed @armondhammer
  22. 22. NEW “DIRECTIONS” USE THE TOOLS UsageGeography Occasion Seed Price Quality @armondhammer
  23. 23. @armondhammer
  24. 24. @armondhammer
  25. 25. • Low intent • Expensive to• Cheap “steal” traffic• Soft Goal match • Challenger• Useful in B-B strategy Info Brand Local Purchase• In-person sale • Expensive• Goal of • Sale Conversion directions or contact @armondhammer
  26. 26. @armondhammer
  27. 27. @armondhammer
  28. 28. @armondhammer
  29. 29. @armondhammer
  30. 30. @armondhammer
  31. 31. v @armondhammer
  32. 32. NegativeExpansion @armondhammer
  33. 33. Campaign Battery Laptop DellAd Group General ReplacementKeyword Laptop Battery Laptop Power Broken laptop battery Model E6410 Battery Dell Battery @armondhammer
  34. 34.  Negative match obscenities and hate words Dead end intent negatives added Language and channel exclusions you can’t support • Mobile as separate campaign, always Broad match modify “seed” words • +laptop @armondhammer
  35. 35. Adwords.blogspot.com@armondhammer
  36. 36. Steve Hammer@armondhammer @armondhammer

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