Search Marketing Summit Bangalore, John Barron- ppc for small biz 2

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Search Marketing Summit Bangalore, John Barron- ppc for small biz 2

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Search Marketing Summit Bangalore, John Barron- ppc for small biz 2

  1. 1. SMALL BUSINESS RECOMMENDATIONS: PPC ON GOOGLE <ul><li>By John Barron </li></ul>
  2. 2. THE BASICS <ul><li>Is Pay-Per-Click Marketing on Google Good For Your Business? </li></ul><ul><ul><ul><li>Do users search for your product or services on Google? </li></ul></ul></ul><ul><ul><ul><li>Are your competitors already there? </li></ul></ul></ul><ul><ul><ul><li>Content Network is likely alternative </li></ul></ul></ul><ul><li>Define Your PPC Goals </li></ul><ul><ul><ul><li>You only can achieve a click </li></ul></ul></ul><ul><ul><ul><li>Goals become your kpi’s </li></ul></ul></ul><ul><ul><ul><li>Cable </li></ul></ul></ul>Why PPC?
  3. 3. Small Biz Like Big Biz <ul><li>No Analytics, No Success </li></ul><ul><ul><ul><li>Must track a minimum of leads/sales </li></ul></ul></ul><ul><ul><ul><li>Easy to do phone tracking (Twilio) </li></ul></ul></ul><ul><ul><ul><li>Google Analytics and Conversion Optimizer </li></ul></ul></ul><ul><li>Other Indicators </li></ul><ul><ul><ul><li>Bounce rate </li></ul></ul></ul><ul><ul><ul><li>Avg. pageview, time on site </li></ul></ul></ul>The Fundamentals
  4. 4. Building Your Campaign <ul><li>Buckets </li></ul><ul><ul><ul><li>30-60 words per adgroup </li></ul></ul></ul><ul><ul><ul><ul><li>Keyword Tool, customers, competitors </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Misspellings, competitor names </li></ul></ul></ul></ul><ul><ul><ul><li>4-word plus terms are best opportunity </li></ul></ul></ul><ul><li>Ad Copy and Landing Page </li></ul><ul><ul><ul><li>Try to use keywords in ad (better QS) </li></ul></ul></ul><ul><ul><ul><li>Never just the homepage </li></ul></ul></ul><ul><ul><ul><li>Compelling language, key selling point </li></ul></ul></ul>Specific Vs. General
  5. 5. Get It Going etet <ul><li>Be Very Vigilant At Launch </li></ul><ul><ul><ul><li>Test the searches </li></ul></ul></ul><ul><ul><ul><li>Make sure your metrics work </li></ul></ul></ul><ul><ul><ul><li>Look for negative words, opportunities </li></ul></ul></ul><ul><li>Always Try New Buckets, Cut The Bad </li></ul><ul><ul><ul><li>Example of funeral homes, cities </li></ul></ul></ul><ul><ul><ul><li>Conversion Optimizer, Enhanced CPC </li></ul></ul></ul><ul><ul><ul><li>Multiple ads, Ad Extensions </li></ul></ul></ul>Track Early and Often
  6. 7. The Big Idea Budget
  7. 8. The Big Idea Budget
  8. 9. The Big Idea Budget
  9. 10. Summary etet <ul><li>Is PPC Right For The Business </li></ul><ul><li>Tracking Is Essential, KPI’s </li></ul><ul><li>Buckets of Terms </li></ul><ul><li>Ads and Landing Pages </li></ul><ul><li>Monitor, Test and Adjust </li></ul>What To Remember

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