Top 5 Fundamentals of     Launching A New PPC Account {Search Snippets} – August 29, 2012Presented by: Jordon MeyerWebs: J...
In-house or Agency
Paid Search or Organic                     Photo: Miguel Salcido
•   Setting Expectations•   Architecture•   Trafficking•   Tracking•   Schedule
SettingExpectationsArchitectureTraffickingTrackingSchedule
SEATTS     +   An Extra T
SettingExpectations
SettingExpectations• In-house or Agency – Needs to Happen.  – KPIs  – Goals  – Revenue Expectations (eCom)     • ROAS vs R...
Setting  Expectationsad spend    cpc     clicks   conv rate   orders   avg cart   net sales gain / loss        solution  $...
Architecture               Plan For The Future
PPCSkyscraper
Architecture
Architecture
Architecture
Trafficking
Trafficking
Trafficking            Start Off Small           Take Baby Steps          Walk Before You Run            “Just Tap It In”
Trafficking         + very targeted [keywords] = High CTR  Impressions  High CTR (+ quality LP & Ad) = High Quality Score ...
Trafficking                Use Daily Budgets! If you don’t, you are setting yourself up to fail.          Bad Ideas for Bu...
6                                       Tracking /5                                       Reporting4                      ...
• Google Analytics        Tracking /  – No Brainer for SMBs   Reporting
6                                                            Tracking /5                                                  ...
Schedule
ScheduleKeyword Expansion                 Ad Copy updates• Negatives                      • A/B Tests• Positives          ...
Thank You!Presented by: Jordon MeyerWebs: JordonMeyer.comTwits:@jordonmeyer{Search Snippets} – August 29, 2012
Upcoming SlideShare
Loading in …5
×

5 Fundamentals of Launching A New PPC Account

432 views

Published on

Top 5 advanced fundamentals of launching a new PPC account. Setting expectations, account architecture, trafficking your account, tracking, and setting a schedule. These are tips from a seasoned Paid Search professional.

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
432
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

5 Fundamentals of Launching A New PPC Account

  1. 1. Top 5 Fundamentals of Launching A New PPC Account {Search Snippets} – August 29, 2012Presented by: Jordon MeyerWebs: JordonMeyer.comTwits:@jordonmeyer
  2. 2. In-house or Agency
  3. 3. Paid Search or Organic Photo: Miguel Salcido
  4. 4. • Setting Expectations• Architecture• Trafficking• Tracking• Schedule
  5. 5. SettingExpectationsArchitectureTraffickingTrackingSchedule
  6. 6. SEATTS + An Extra T
  7. 7. SettingExpectations
  8. 8. SettingExpectations• In-house or Agency – Needs to Happen. – KPIs – Goals – Revenue Expectations (eCom) • ROAS vs ROI • ROI includes COGS, Overhead, & who knows what else. – Use ROAS When Possible • Not because it makes you look better. Because it’s a better measurement of the channel.
  9. 9. Setting Expectationsad spend cpc clicks conv rate orders avg cart net sales gain / loss solution $500 $1.55 323 2% 6 $25 $161.29 ($338.71) Original Proposal Spend More $2,500 $1.55 1613 2% 32 $25 $806.45 ($1,693.55) Increase Average Order Value $500 $1.55 323 2% 6 $50 $322.58 ($177.42) Increase AOV & Conv Rate $500 $1.55 323 4% 13 $50 $645.16 $145.16 Increase AOV, Conv Rate & $2,500 $ 1.55 1613 4% 65 $50 $3,225.81 $725.81 Spend
  10. 10. Architecture Plan For The Future
  11. 11. PPCSkyscraper
  12. 12. Architecture
  13. 13. Architecture
  14. 14. Architecture
  15. 15. Trafficking
  16. 16. Trafficking
  17. 17. Trafficking Start Off Small Take Baby Steps Walk Before You Run “Just Tap It In”
  18. 18. Trafficking + very targeted [keywords] = High CTR Impressions High CTR (+ quality LP & Ad) = High Quality Score High QS = Low(er) CPCs Quality Account
  19. 19. Trafficking Use Daily Budgets! If you don’t, you are setting yourself up to fail. Bad Ideas for Budget Control Keyword bids, gut feel, pausing/unpausing
  20. 20. 6 Tracking /5 Reporting4 Reports3 Are Fun210 If You Dont Report At Least Track
  21. 21. • Google Analytics Tracking / – No Brainer for SMBs Reporting
  22. 22. 6 Tracking /5 Reporting4 The ONLY GA Partner in Minnesota! http://www.google.com/analytics/partners/index.html Reports3 Are Fun210 If You Dont Report At Least Track
  23. 23. Schedule
  24. 24. ScheduleKeyword Expansion Ad Copy updates• Negatives • A/B Tests• Positives • Seasonal ads• Match Type • New Value PropsSettings Audit Display Network• Network • Managed Placements• Delivery Method • Add Negative Sites• Schedule • Update Ads• Geo Targets ReportingLanding Page / Destination URL • Clear some time• Audit• A/B Tests
  25. 25. Thank You!Presented by: Jordon MeyerWebs: JordonMeyer.comTwits:@jordonmeyer{Search Snippets} – August 29, 2012

×