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SEMpdx January 2013 PPC Basics


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This presentation is designed for someone looking to learn the basics of paid search. The following topics are covered: What is paid search, good and bad of PPC, creating key performance indicators and conversion tracking, keywords, campaign and ad group structure, campaign settings, ad copy, landing pages, and quality score

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SEMpdx January 2013 PPC Basics

  1. PPC 101Twitter: @AmplifySEM
  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. 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. PPC AdsTwitter: @AmplifySEM
  5. Who are the players?Twitter: @AmplifySEM
  6. Search Engine Market Share Ask, 3% AOL, 2% Yahoo, 13% Bing, 16% Google, 66 %Twitter: @AmplifySEM
  7. The good of PPC? • Most measurable online channel • Complete control • Allows you to reach a hyper targeted audience • Results are fastTwitter: @AmplifySEM
  8. The bad of PPC? • Easy to spend money • Can’t set it & forget it • Can be VERY competitiveTwitter: @AmplifySEM
  9. Conversion Tracking  Purchase  Sign up  View of a key pageTwitter: @AmplifySEM
  10. Twitter: @AmplifySEM
  12. KEY PERFORMANCE INDICATORS Set a Monthly Budget • $2,000 Set a Conversion Target • 133 Set a Cost per Acquisition • $15Twitter: @AmplifySEM
  13. KEYWORD RESEARCHTwitter: @AmplifySEM
  14. buy cat nip buy organic cat nip cat nip online where to buy cat nip natural cat nip what is cat nip how to grow cat nip cat nip for dogsTwitter: @AmplifySEM
  15. KEYWORD MATCH TYPESTwitter: @AmplifySEM
  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 nipTwitter: @AmplifySEM
  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 nipTwitter: @AmplifySEM
  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 CanadaTwitter: @AmplifySEM
  20. WRITING PPC ADSTwitter: @AmplifySEM
  21. !Twitter: @AmplifySEM
  22. LANDING PAGESTwitter: @AmplifySEM
  23. Bad Landing PageTwitter: @AmplifySEM
  24. Good Landing PageTwitter: @AmplifySEM
  25. Quality Score FactorsTwitter: @AmplifySEM
  26. Thank You Link for sources and other learning material: @AmplifySEM