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SEMpdx PPC Basics January 2013


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This presentation was presented to SEMpdx and is designed for someone looking to learn the basics of paid search (PPC) campaigns.

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SEMpdx PPC Basics January 2013

  1. 1. This is an annotated version of thepresentation I gave at SEMpdx’sInternet Marketing 101 event inJanuary of 2013 PPC 101 Twitter: @AmplifySEM
  2. 2. Who Is This Guy? RYAN CAMPBELL | Senior Paid Search Analyst, Amplify Interactive • Focused on SEO/SEM for over 6 years • Participates in developing all PPC client-strategy • Managed B2C, B2B, lead generation, and ecommerce campaignsTwitter: @AmplifySEM
  3. 3. Agenda • What is paid search? • Good and bad of PPC? • Creating KPI’s and tracking • Keywords • Campaign and ad group structure • Campaign settings • Ad copy • Landing Pages • Quality ScoreTwitter: @AmplifySEM
  4. 4. PPC Ads The difference between paid and organic listings in search engines.Twitter: @AmplifySEM
  5. 5. Who are the players?Twitter: @AmplifySEM
  6. 6. Search Engine Market Share Ask, 3% AOL, 2% Yahoo, 13% Bing, 16% Google, 66 % This presentation is designed for campaigns on Adwords and Bing, which account for 95% of search engine market share.Twitter: @AmplifySEM
  7. 7. The good of PPC? • Most measurable online channel • Complete control • Allows you to reach a hyper targeted audience • Results are fastTwitter: @AmplifySEM
  8. 8. The bad of PPC? • Easy to spend money • Can’t set it & forget it • Can be VERY competitiveTwitter: @AmplifySEM
  9. 9. Ensure you have set up a goal/conversion for your PPC campaigns. Here are 3 types of conversions you can use. Conversion Tracking  Purchase  Sign up  View of a key pageTwitter: @AmplifySEM
  10. 10. This is our persona for this story. Peter is going through the process of setting up his first PPC campaigns.Twitter: @AmplifySEM
  11. 11. GET ME THOSE TPS REPORTS This is the villain in our story. A.K.A. Peter’s boss, Bill Lumpurrr RIGHT MEOWTwitter: @AmplifySEM
  12. 12. KEY PERFORMANCE INDICATORS Set a Monthly Budget • $2,000 Set a Conversion Target • 133 Set a Cost per Acquisition These are key performance • $15 indicators for Peter’s PPC campaigns. Ensure you define what success looks like and measure/refine.Twitter: @AmplifySEM
  13. 13. KEYWORD RESEARCHTwitter: @AmplifySEM
  14. 14. buy cat nip buy organic cat nip cat nip online where to buy cat nip natural cat nip These are keywords that Peter what is cat nip found after performing keyword research. The circled keywords represent keywords that they how to grow cat nip want their ads to show up for. The keywords in red are negative keywords. cat nip for dogsTwitter: @AmplifySEM
  15. 15. KEYWORD MATCH TYPESTwitter: @AmplifySEM
  16. 16. Broad: organic cat nip = what is cat nip, cat mint Modified Broad: organic +cat +nip = natural cat nip Phrase: “organic cat nip” = grow organic cat nip Exact: [organic cat nip] = organic cat nip Ensure you have a good mix of keyword match types in your campaigns. A good ratio is 80/20. 80% exact match and 20% broad/phrase keywords.Twitter: @AmplifySEM
  17. 17. Campaign and ad group structure Natural Branded natural cat nip Organic Cat Nip organic cat nip Cat Nip buy cat nip Buy Cat Nip where to buy cat nip Structure your campaigns with a Branded keyword campaign separate from other keyword campaigns. A good starting point is to have your campaigns be structured similar to your website.Twitter: @AmplifySEM
  18. 18. HYPER TARGET YOUR AUDIENCETwitter: @AmplifySEM
  19. 19. Campaign and ad group settings • Daily campaign budget - $66 • Ad scheduling – Cat hours • Device targeting – Remove mobile • Separate search and display campaigns • Ad rotation – Rotate evenly • Geo targeting – Exclude Canada These represent campaign settings Peter used in setting up his campaigns. Review closely the default settings to avoid wasted spend.Twitter: @AmplifySEM
  20. 20. WRITING PPC ADSTwitter: @AmplifySEM
  21. 21. ! PPC Text Ad Tips: • Use an exclamation point • Capitalize the first letter of every word • Emphasize benefits • Use ad extensions • Highlight your unique proposition value • Use a strong call to actionTwitter: @AmplifySEM
  22. 22. LANDING PAGESTwitter: @AmplifySEM
  23. 23. Bad Landing Page No mention of “cat nip” on the page. Use a page that matches the keyword and ad.Twitter: @AmplifySEM
  24. 24. Good Landing Page Several mentions of “cat nip” on the page. Uses a page that matches the keyword and ad.Twitter: @AmplifySEM
  25. 25. Quality Score Factors Search engines reward advertisers with more impressions and cheaper clicks that follow best practices outlined earlier in the presentation. Below are QS factors: • CTR is 60% of quality score • Keyword to ad relevancy is 30% • Landing page relevance is 10%Twitter: @AmplifySEM
  26. 26. Thank You Link for sources and other learning material: @_ryancampbellTwitter: @AmplifySEM