PPC Week 3 Part 1


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PPC Week 3 Part 1

  1. 1. Using Pay-per-Click Marketing Profitably<br />Jeff Coleman<br />Internet Marketing Geek<br />
  2. 2. This is No Ordinary Auction<br />PPC x CTR x QS = Position<br />PPC = Price per Click or Bid<br />CTR = Click-thru Rate<br />QS = Quality Score of Landing Page/Site<br />Position = Where you are on the page<br />Relevance matters!<br />
  3. 3. Basics of Bidding<br />Bid = maximum amount you are willing to pay per click<br />A bid ≠ Cost per Click (CPC)<br />CPC typically 25-40% less than bid<br />Must set a default bid per AdGroup<br />Can adjust individual keywords bids, if desired<br />Google sets minimum bids<br />
  4. 4. Setting Default Bids<br />
  5. 5. Changing Individual Bids<br />
  6. 6. Determining a Bid Price<br />Use Google’s Traffic Estimator<br />Sometimes bid prices are much too low<br />Other resources for bid prices<br />SpyFu.com<br />KeyCompete.com<br />iSpionage.com<br />Set bid price lower than Google’s estimate to start<br />Use traffic estimator after campaign is running<br />
  7. 7. Google Estimator<br />https://adwords.google.com/select/KeywordToolExternal <br />Enter a keyword phrase<br />Under choose columns to display, choose “Show All”<br />
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  10. 10. Bidding Strategies that Work<br />Bid high to start, then lower bid<br />Control costs with bid adjustments, not daily budgets<br />Do NOT use Google’s click maximizing tool<br />Test different positions, and not just bids, to maximize ROI<br />Peel & stick<br />
  11. 11. Peel & Stick<br />Improve CTR & minimum bid<br />Move keyword to new AdGroup and write matching ad<br />Only valuable for higher volume keywords<br />Assumes current ad is not a “tight” fit<br />
  12. 12. Eye Tracking Heat Maps<br />
  13. 13. Eye Tracking Heat Maps<br />
  14. 14. Eye Tracking Heat Maps<br />
  15. 15. Reducing Minimum Bids<br />It’s possible to reduce minimum bids:<br />Add keyword to the ad, preferably the headline<br />Peel & stick<br />Tighten up the ad group<br />Send to a landing page with keywords<br />
  16. 16. How Much is Too Much to Pay?<br />Only you can answer that question<br />Understand your visitor’s value<br />Requires a clear understanding of conversions<br />
  17. 17. Focus on Conversions<br />Cost per conversion is primary goal<br />Get lower on the page for better conversion rate<br />Get out of the first spot if you want to reduce cost per conversion<br />
  18. 18. Campaign Profitability<br /><ul><li>Calculate the value of a new customer</li></ul>Profit per Customer<br />X Conversion Rate<br />= Maximum Cost per Click<br /><ul><li>Goal is to make >$1 for every $1 spent</li></li></ul><li>Be Aware<br />Google prefers incremental changes<br />Avoid dramatic changes in bids<br />Don’t pause and unpause keywords frequently<br />Keep one existing ad at least a week when creating new ones<br />Campaign/Account longevity mattershttp://www.perrymarshall.com/google-quality-score-comparison/<br />Sales Funnel effect<br />
  19. 19. Constantly Changing Marketplace<br />Changing bids<br />New competitors<br />Updated ads<br />Google “adjustments”<br />Requires constant vigilance<br />
  20. 20. Getting Relevant Clicks<br />Add negative keywords<br />Eliminate words that do not convert<br />Get rid of irrelevant phrases<br />Focus on exact and phrase match<br />Understand the value of a conversion<br />
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  23. 23. Summary<br />Bid = maximum amount you are willing to pay per click<br />CPC is typically 25-40% below bid<br />Use tools to determine current bids<br />Focus on cost per conversion<br />Use incremental changes<br />Narrow traffic to relevant terms<br />
  24. 24. Next Steps<br />Take the Quiz<br />Determine the approximate bids you are going to use for launching your campaign<br />Continue on to Week 3, Part 2<br />