This document provides best practices for maximizing pay-per-click (PPC) advertising on Google Adwords. It recommends establishing a budget based on factors like keywords, display times, and geographic targeting. It also suggests structuring the Adwords account logically with campaigns and ad groups, developing keyword lists from multiple sources, and using the appropriate match types. Additionally, it provides tips for writing effective ad copy, such as avoiding shorthand, excessive punctuation, and superlatives while highlighting specific benefits.
This is an example of Webbed Marketing's SEO audit. It includes a general analysis of your website's current SEO status, sample analysis of keywords, inbound link profile, and analysis against your top online competition. The complete audit package includes a PDF summary of our findings and also a Word Doc "detail" report, pointing out each error/compliance issue on a URL by URL basis.
A multi-channel, holistic approach to search marketing is a must in today’s digital marketing space.
By removing silos between teams and finding synergies on how paid and organic search can work together, you’ll be able to maximize digital shelf space.
Watch this webinar and learn how to combine insights and data from paid and organic channels to create a cohesive search strategy that enhances your online visibility.
You’ll leave this session with a better understanding of:
- What it means to develop a cohesive search strategy.
- The roles of each channel and how they can complement each other.
- Key factors and ways to deliver a connected search program.
Wayne Cichanski, Vice President of Search and Site Experience at iQuanti, and Erin Wilson, VP of Marketing at HomeEquity Bank, will walk you through the three steps to building a holistic search strategy.
Watch now and discover how integrating paid and organic channels can improve your overall search performance and drive results for your business.
This is an example of Webbed Marketing's SEO audit. It includes a general analysis of your website's current SEO status, sample analysis of keywords, inbound link profile, and analysis against your top online competition. The complete audit package includes a PDF summary of our findings and also a Word Doc "detail" report, pointing out each error/compliance issue on a URL by URL basis.
A multi-channel, holistic approach to search marketing is a must in today’s digital marketing space.
By removing silos between teams and finding synergies on how paid and organic search can work together, you’ll be able to maximize digital shelf space.
Watch this webinar and learn how to combine insights and data from paid and organic channels to create a cohesive search strategy that enhances your online visibility.
You’ll leave this session with a better understanding of:
- What it means to develop a cohesive search strategy.
- The roles of each channel and how they can complement each other.
- Key factors and ways to deliver a connected search program.
Wayne Cichanski, Vice President of Search and Site Experience at iQuanti, and Erin Wilson, VP of Marketing at HomeEquity Bank, will walk you through the three steps to building a holistic search strategy.
Watch now and discover how integrating paid and organic channels can improve your overall search performance and drive results for your business.
Migration Best Practices - Search Y 2019, ParisBastian Grimm
My talk from SEARCHY 2019 in Paris covering best practices on how to successfully navigate through the various types of migrations (protocol migrations, frontend migrations, website migration, cms migration, etc.) from an SEO perspective - mainly focussing on all things technical SEO.
Sam Partland - http://www.digisearch.com.au
While a migration of a small site is pretty simple, as soon as you move into migrating larger sites there are lot more things to consider. Whether it’s the more advanced redirect requirements, or poor implementation that slipped the checks, there are a number things we can do to ensure it’s still a successful one.
I will run through my tips on how to correctly perform a website migration, and cover;
• How to map out your migration
• Issues that you may face
• Post-migration analysis
We will be working through analysis of data you should already have, like pre-migration rankings & website scrapes, but I will also cover how to analyse a migration where you didn't have the correct data to begin with. This would be particularly useful if you have a client that has recently stuffed one up, and needs your help, or if you’re trying to work out whether a competitor’s migration was successful.
This Search Engine Optimization SEO proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
Digital Marketing Nanoedegree - SEO AuditImad Mawlawi
Performed an audit of a website, recommended actions to improve the website's ranking in search engine results, created a target keyword list, evaluated the design, content and the UX of the site, and recommended improvements.
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...Allocadia Software
Watch a best practices webinar in marketing budgeting with leading industry analyst IDC and billion-dollar tech cloud and virtualization software company, VMWare.
3 Key Takeways:
1: Best Practices in Marketing Budgeting: Best practice insights and industry trends from the Head of IDC's CMO Advisory Council on managing marketing operating budget allocations
2: Global Budgeting Case Study: How VMWare manages their global marketing investments and budgets across their worldwide marketing organization
3: Building Alignment & ROI: How you can build alignment across your marketing organization to increase marketing's credibility, drive better ROMI, and impact the bottomline
Migration Best Practices - Search Y 2019, ParisBastian Grimm
My talk from SEARCHY 2019 in Paris covering best practices on how to successfully navigate through the various types of migrations (protocol migrations, frontend migrations, website migration, cms migration, etc.) from an SEO perspective - mainly focussing on all things technical SEO.
Sam Partland - http://www.digisearch.com.au
While a migration of a small site is pretty simple, as soon as you move into migrating larger sites there are lot more things to consider. Whether it’s the more advanced redirect requirements, or poor implementation that slipped the checks, there are a number things we can do to ensure it’s still a successful one.
I will run through my tips on how to correctly perform a website migration, and cover;
• How to map out your migration
• Issues that you may face
• Post-migration analysis
We will be working through analysis of data you should already have, like pre-migration rankings & website scrapes, but I will also cover how to analyse a migration where you didn't have the correct data to begin with. This would be particularly useful if you have a client that has recently stuffed one up, and needs your help, or if you’re trying to work out whether a competitor’s migration was successful.
This Search Engine Optimization SEO proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
Digital Marketing Nanoedegree - SEO AuditImad Mawlawi
Performed an audit of a website, recommended actions to improve the website's ranking in search engine results, created a target keyword list, evaluated the design, content and the UX of the site, and recommended improvements.
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...Allocadia Software
Watch a best practices webinar in marketing budgeting with leading industry analyst IDC and billion-dollar tech cloud and virtualization software company, VMWare.
3 Key Takeways:
1: Best Practices in Marketing Budgeting: Best practice insights and industry trends from the Head of IDC's CMO Advisory Council on managing marketing operating budget allocations
2: Global Budgeting Case Study: How VMWare manages their global marketing investments and budgets across their worldwide marketing organization
3: Building Alignment & ROI: How you can build alignment across your marketing organization to increase marketing's credibility, drive better ROMI, and impact the bottomline
Using Predictive Marketing to Improve Results Across Digital ChannelsTinuiti
Audience behavior informed marketing creates better results – and ROI for your marketing spend. In this session, AI experts Faraday discuss how to use predictive marketing to get in front of your ideal customer.
Trends and Strategies for PPC Advertising in 2024Jomer Gregorio
Elevate your advertising game! Our latest presentation unveils the hottest trends and game-changing strategies for PPC in 2024. Dive in to ensure your campaigns are not just up to date, but leading the pack. Ready to boost your PPC game? Click to read now!
Full blog here - https://digitalmarketingphilippines.com/trends-and-strategies-for-ppc-advertising-in-2024-infographic/
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
The typical marketer and sales person, in a complex B2B sales environment,understands the value of a truly qualified “sales-ready” lead over a marketing ready prospect, because it meets a designated set of criteria and progresses into a sale faster with fewer selling resources
Direct to Consumer Google Advertising Trends & Essential Strategies for 2019Tinuiti
Direct to Consumer Google Advertising Trends & Essential Strategies for 2019, presented at Salsify's Driving Digital Growth Summit
In this session we will be discussing the top trends in Ecommerce advertising from 2018 while providing essential direct-to-consumer strategies to implement in 2019. We will review how to craft campaigns that convert more customers in the new-age of video and scale growth with new targeting capabilities.
You will learn:
How to Scale Growth with New Audience Targeting Capabilities
How to Convert More Customers with Video Campaigns
How to Advance Your Google Ads & Shopping Strategies
Owning The Q4 Google Shopping Search ResultsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
Top 10 Google Shopping Mistakes Draining Your Budget & How To Fix Them TodayTinuiti
Whether you’re just getting started or you’ve been using the program since its early days–no one is exempt from making mistakes on Google Shopping.
However, there are ways to reduce those mistakes that end with unapproved products, low impressions & especially a low return on investment.
Top 10 Google Shopping Mistakes Draining Your Budget & How To Fix Them TodayNick Cotter
Whether you’re just getting started or you’ve been using the program since its early days–no one is exempt from making mistakes on Google Shopping.
However, there are ways to reduce those mistakes that end with unapproved products, low impressions & especially a low return on investment.
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
Have access to over 90% of the internet population
Address your target market directly
Capture customers already further ahead in the buying cycle
Reduce customers’ time to find what they are looking for
Achieve a higher click-through-rate & conversion
Business Focus Group (BFG) pioneers in Offshore Sales & Marketing Support, Professional Education and Emerging Promotional Services (to B2B & B2C) by way of Thought Leadership Industry Interface, ITES Marketing and Digital Marketing with enhanced ROI at Right Budgets.
The exciting journey began in 2005 as a group of Business Practitioners offering partial Industry Interface and insights to the Professional Education Sector while later took the position of MPO specialists in 2007-09; helping High Tech SME clients in US.
LeadFormix gives you a beginner’s guide to PPCs or pay per click campaigns. We give you tips on how to organize your account, campaign optimization, bidding strategy and more.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
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#checkout
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QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Grow Your Business Online: Introduction to Digital Marketing
Adwords (PPC) Best Practices
1. (C4)
Digital C4 LLC
Adwords (PPC) Best Practices
www.digitalc4.com
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
2. (C4)
This reference guide on maximizing Google
Adwords (PPC) provides best practices that
are culled from from our own experiences in
delivering results. It’s important to note that
there are many measurement tools and
PPC analytics that can be used to determine the
success of a program, and while collectively
they all have a certain level of importance, at
the end of the day it’s all about driving
qualified traffic and converting that traffic to
sale.
a lead or sale
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
3. (C4)
Adwords (PPC) Best Practices
BUDGET
Establish your budget. Since there are no defined rules for calculating your optimal budget, there are a few
factors that will affect the size of the budget required to optimize your ROI from Search Engine Marketing:
• The number of keywords – The more GENERIC keywords, the greater your budget.
• Days-of-
Days -of-week and time-of-day display – A campaign that runs 24/7 requires a higher budget than one that
time-of-
shows ads only during certain hours.
• Geographic display – A campaign targeting several countries requires a higher budget than one limited to one
country or to only a few cities.
• Search-
Search -only campaigns vs. search plus content sites campaigns – Running a campaign across search
engines and Google content partner sites requires a higher budget than a campaign focused on search alone.
• The type of service or product you offer – Products or services that are relatively inexpensive, have only one
decision-maker, and are either tactical (B2B) or impulse (B2C) purchases will benefit most from an aggressive
search marketing campaign. Those that are big-ticket, involve several decision makers and are strategic (B2B)
or infrequently purchased (B2C) benefit less from SEM campaigns, although there are exceptions. For these
types of offerings, the best approach is to start with a modest campaign and carefully track your results to
determine whether more aggressive spending would be worthwhile.
• Your goals – How many leads or sales do you hope to gain from a Pay-Per-Click campaign? Higher goals
require a larger budget or alternatively you may have high traffic /branding needs; for which high budgets
should be deployed.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
4. (C4)
Adwords (PPC) Best Practices
ACCOUNT STRUCTURE/KEYWORDS
Account Structure. The structure of the account Misspelt keywords. It may be important to include some
should be a logical one, defining all parent levels as common misspellings of your popular branded terms in
campaigns and sub levels as ad groups within the campaign to capture potential untapped traffic. This is
campaigns. Campaigns can also be categorized based useful when your website does not come up well on
on targeting and budget allocations. branded, misspelled terms and your competitors are
running PPC ads.
logical
Organize your keywords/phrases into lo gical
groups. Keep your ad groups manageable. This Match types. Broad match can trigger your ad on
number may increase when targeting niches with long semantically similar keywords, toppled order of words
tail keywords, i.e. keyword phrases that are composed and sometimes on the keywords which are only broadly
of three or more keywords. related to your actual keyword. This is the default match,
so for keywords which may trigger your ad erroneously,
Develop your keywords/phrases. Examine multiple you should resort to using either exact or phrase match.
sources to determine keyword lists, including your
existing website content, industry trade publications, Negative keywords. While doing keyword research it’s
competitors’ websites, relevant blogs and the Google advisable to keep an eye on ‘similar’ looking phrases and
Adwords keyword suggestion tool. These sources will terms which might not be relevant to the
help you to develop an effective list of keywords and services/products offered by the client. Each ad group
phrases to use in your SEM campaign. should have its own set of negatives if required, or
negatives at the campaign level.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
5. (C4)
Adwords (PPC) Best Practices
AD COPY
Write good ad copy. Google
frowns upon the use of shorthand
(such as “4U” for “For you”),
excessive punctuation (NOW!!!) and
superlatives ("best," "No 1," etc.).
Keep your ad copy humble but
compelling. For example, use “the
affordable option” or the most
specific functional benefit you can
factually tout.
Differentiate From Competitors:
Make your ads pop! You may need
to put in some research hours here
to know exactly how you differ from
your competitors, particularly the
good. Once you know use those
points in your ad copy pop.
In headlines, you can increase your click-through rate by using dynamic keywords meaning that the exact term the
click- keywords,
searcher used is actually inserted into your ad. The syntax for this on Google Adwords is {Keyword: product name}
where “keyword” is the term your prospect searched for, and “product name” is the default term to use in the ad if the
search phrase is too long to serve as the ad text.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
6. (C4)
Adwords (PPC) Best Practices
AD COPY (cont.)
Be Wary of dynamic ads Using them with tiny
ads: Landing Pages that correspond to your ad copy
budgets, a small product range, and with short tail
terms can be hazardous as it increases CTR by
hazardous, • It is essential that the visitor is directed to the most specific
flashing the searched term in the headline. Higher page related to the keyword or product they clicked on
CTR is great if you’re converting. Just be cautious. • Use an effective "hook" (offer/coupon code/discounts) to
keep the prospect on the site
Creating Compelling Ad Copy • Use the same ‘hook’ in your ad copy to ensure both the
ads and the landing pages are in sync
• Ad Text should be relevant to the specific Ad • Information should be brief and to the point to capture the
Group and correspond to the searcher’s intent prospect’s attention and encourage them to move further
• Compelling keywords focused on headlines and into the sales process
descriptions is a must since it can impact click-
thru rates of your ads Test variations of your ad copy. Write at least two different
• You should try and express incentives and value ads that send customers to the same landing page, then in
propositions of the ad group effectively Google Adwords turn on ad optimization so that your more
• Decision point: The call-to-action should be effective ads are being shown more frequently. After 2–3
included in the descriptions weeks, check their performance; if one ad is clearly generating
• Make sure the "display URL" is the shortest a higher CTR as well as higher conversions than the other,
possible URL and has a keyword in it, if possible delete the lower-performing ad and replace it with a new one to
• Use clear, precise sentences, not just keywords test. Continue this process until you’ve found a set of ads that
• Include product USP to differentiate from perform well—but keep monitoring, because performance
competitors might change depending on a variety of factors, such as your
ad competition.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
7. (C4)
Adwords (PPC) Best Practices
CAMPAIGN PARAMETERS
Define your campaign parameters. Campaign parameters include geography, time/day and
search/content. Google provides a ‘campaign settings’ page, where you specify these and other
parameters for your Adwords campaign.
First, determine your geographic target. Do you want your ads displayed in one or several
countries (or cities)?
Second, set the time of day during which you want your ads to display. For global campaigns,
this should be set for 24-hour display. For localized campaigns, you may want to adapt the display
times, but don’t set your ranges too narrowly—few people work strictly 9 to 5 anymore, and both
B2C and B2B prospects may be searching in the late evening or the early morning hours.
Content Network: Decide whether your ads should display only on search pages or across the
Google content partner network as well. Content partner sites tend to trigger lower click-through
rates compared to searches, but can still be a valuable asset to your PPC campaign. For
aggressive campaigns, content sites should always be included; for modest or test campaigns,
search pages alone may be the best approach. If you’re not sure what you should do, start your
campaign with both search and content; you can always change these settings later on, once
you’ve run the campaign for some time and have sufficient data to analyze.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
8. (C4)
Adwords (PPC) Best Practices
LANDING PAGES
For optimal results, you will want a targeted landing page for each ad group that contains the
relevant information and keywords. Unless your home page contains all the elements of a well-
designed landing page, visitors will be left wondering, “What am I supposed to do now?” Best
practices suggest sending them to a landing page that explains why you (and no one else) have
exactly what your visitor came to look for in the first place. Then give them a clear call to action that
transforms your visitor into a lead or a buyer ("contact us for more information;" "download our
white paper;" “buy now and receive an instant rebate” etc.).
Use ad verbiage on your landing page. It not always possible but if it is you should use similar
messaging on your landing page that you used in your ad. Doing this will give the visitor the sense
of familiarity, like this is where they intended to be. You’ll increase your chances for conversion by
doing this. This could create the need to develop many landing pages but if conversions are your
goal it will be worth it.
Test alternate landing pages - one page is not always good. Once your ads are optimized (i.e.,
you have two ads that perform nearly equally well), point each ad to a different landing page. Test
different amounts of copy, types of copy, landing page designs, contact form/no contact form, and
different offers. Keep testing until you have a landing page that clearly outperforms alternatives at
converting visitors into leads.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
9. (C4)
Adwords (PPC) Best Practices
TRACKING AND MONITORING
Consider conversion tracking. Google Adwords provides a conversion tracking code that can be
easily incorporated into your landing pages and they provide instructions on how to implement this.
Ultimately, the goal of Search Engine Marketing is to produce results in the form of leads or sales,
not just clicks. Tracking these conversions is a critical component of optimizing your search
marketing campaigns.
Monitor Tweak, Monitor, Tweak... There’s a lag of several hours in the reporting of clickstream
data, so it will take a few days to get a good sense of your campaign performance. Analyze results
every week for at least the first 6 to 8 weeks. When analyzing results, determine which keywords
are generating the highest number of clicks and which are generating the highest conversion rate.
Apply the 80/20 rule: about 20% of your keywords will generate about 80% of your clicks. Start by
improving your results for these high-value keywords, and optimize the less-frequently searched
terms later.
Optimize your keyword bids. Although the top three ads displayed on a search results page get
the best click-through rates (CTRs), these are also the most expensive positions. The bottom two
ads on the search page (positions 7 and 8) get the second-highest CTR. To optimize your budget,
bid for the top three positions on terms where you get the highest conversion rate (regardless of
CTR). For terms with a high CTR but low conversion, bid for the bottom three first-page spots
(positions 6–8). It’s highly unlikely that you’ll have terms that generate a lot of clicks with no
conversions, but if you do, drop them—they have a low return of investment and are not worth
keeping.
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Adwords (PPC) Best Practices – July 2012 503.351.8995
10. (C4)
Adwords (PPC) Best Practices
HANDLING KEYWORDS MOBILIZATION and
HISTORY RETENTION (QUALITY SCORE)
A keyword's Quality Score is influenced by its relevance to the ads in its ad group. If you move a
keyword to an ad group with more relevant ads its Quality Score may improve. Similarly, the Quality
Score may decrease if the ads are less relevant.
In addition, moving a keyword to an ad group with more relevant ads can improve a keyword's
click through rate (CTR) going forward. This, over time, will improve its Quality Score.
Landing page quality is another Quality Score factor. Moving a keyword to an ad group with a
different landing page can also change its Quality Score.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
11. (C4)
Adwords (PPC) Best Practices
STRATEGY FOR BRANDED TERMS
We already rank well organically, why am I bidding on my branded terms? This common
question needs revisiting from time to time. Let's look at the three main reasons why people
continue to spend money on branded terms.
Brand Infringement/Protecting Your Space
Increasingly more competitors are bidding on branded terms since the policy for bidding on
branded terms and trademarks was adjusted by Google in May of 2009. Bidding on your own
branded terms protects your ad space and allows you to defend your brand. Competitors will
often use tactics like creating ad’s that say “Don’t Use XYZ Brand’s Product – Use Our Brand’s
Product”. It’s important that you don’t let your competition walk all over you. If you haven’t noticed
this happening just do a brand search. If you’re a company that has a well-established brand you’ll
undoubtedly see this. Smaller brands want to make up ground and will often resort to any tactic to
gain traction.
It’s important to play the game, just make sure you take the high road. Taking the low road is short
term thinking. Think long term, act in the short term.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
12. (C4)
Adwords (PPC) Best Practices
STRATEGY FOR BRANDED TERMS (cont.)
User Behavior
Though many people may never click on paid search ads and only click organic, other people are
the opposite; they’re situation based decision makers. The evolution of universal search is changing
the SERP into more of a menu. There are videos, tweets, paid search, organic search, local
business ads, images, news, etc. With all these options, it's critical that your brand is one of the
options on this menu. Paid search is a guaranteed way to get placement.
A recent case study released by Google featured a test designed to measure the incremental lift
from having paid search ads. The findings stated that when the advertiser turned off their paid
search ads they lost out on 67 percent of the clicks that they would have received if both paid &
organic search were being utilized.
Paid and Organic results, when both share top ranking spots, work harder for your brand
than either of them alone.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
13. (C4)
Adwords (PPC) Best Practices
STRATEGY FOR BRANDED TERMS (cont.)
Impact on Brand Awareness
Many studies have demonstrated when both paid and organic search listings appear together in
top spots, an increase in brand awareness occurs. The more times a consumer comes into contact
with your brand the better. As a consumer becomes more aware of your brand the trust level goes
up as well as the potential for that consumer becoming a lead or opportunity for your brand.
Basically, brand affinity, brand recall, and purchase intent all increase when brand ads appeared in
the top sponsored spots in unison with top organic spots.
It may be unfair to ask brand owners to buy paid search listings for their own terms; however, these
reasons make a compelling argument. We've tested turning on and off branded ads before for
clients with varying results. It’s important to test with each brand.
Performing these tests each time should yield the similar results but there are no guarantees. One
last thing to mention here, many advertisers rely on their branded paid search ads to justify any
non-branded spending, but that’s another discussion.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995
14. (C4)
Adwords (PPC) Best Practices
Have a question about Adwords or PPC in
general? Have some best practices of your
own you’d care to share? Email us at
Marketing@DigitalC4.com.
Digital C4 LLC - World HQ
4804 NW Bethany Blvd, STE i2140
Portland, Oregon 97229
Adwords (PPC) Best Practices – July 2012 503.351.8995