The document discusses strategies for optimizing Pay-Per-Click (PPC) campaigns, emphasizing keyword selection, ad creation, and bidding techniques. It highlights the importance of testing ad variations and monitoring performance metrics such as click-through rates and cost per conversion. Additionally, it stresses the need for effective landing page optimization to improve conversion rates and overall campaign success.

1. Never Stop Optimizing The PPC Optimization Life Cycle Monday August 17th, 2009

2. How SEOs Spend Their Time

3. PPC Ad Spend is expected to increase by 20% this year 20%

4. Technologist Marketer Statistician SEO Analytics Consultant Social Media Marketer PPC Specialist

5. PPC Optimization Life Cycle

7. Finding Better Keywords What are better keywords? Discovering new verticals & niche markets Consistent Competitive Analysis How to Identify Commercial Intent

8. Let’s test the term: “ Baby Gift”

9. Better Keywords?

10. Discover New Verticals & Niche Markets

11. Competitive Analysis

12. Commercial Intent http://adlab.microsoft.com/Online-Commercial-Intention

14. Build Stronger Campaigns Campaign Setup Requirements Target Buyers Understand Match Types (Broad, Phrase, Exact, Negative, and Embedded )

15. Campaign Setup Requirements

16. Always run two campaigns Live (Original) Campaign Test (New) Campaign * Don’t overlap keywords

17. Audience Keep locations as precise as possible Separate locations need separate campaigns

18. Network Keep it simple at the beginning for testing purposes Content Network keyword strategies and Ads differ greatly from Search Network.

19. Bidding and Budget Bidding Option should be Manual Don’t trust Google to optimize your campaign until you know how to do it yourself first. Stick with a budget that you feel comfortable Position Preference ON

20. Delivery Method Start with Standard Delivery * Only on “Full” Budget Switch to Accelerated after Testing *

21. Ad Delivery / Rotation Keep scheduling open until testing is over DO NOT let Google Optimize your Ad Rotation Select “Rotate” to show ads evenly

22. Target Buyers

23. Target Buyers Start with ONE keyword in your test campaign Don’t worry about volume (yet). Traffic is EASY Long Tail Keywords

24. Long Tail Keywords i.e. “Polka Dot Boat Shoe” High Cost High Volume Low Profit Low Cost Low Volume High Profit

25. Match Types Broad baby gifts (i.e. sexy baby dollhouse gift) Phrase “baby gifts” (i.e. personalized gift for baby) Exact [baby gifts] (i.e. baby gifts) Negative - sexy or - handmade Embedded?! DANGER!

27. What is Embedded Match? Ad Group 1: Exact Match [baby gifts] Ad Group 2: Phrase Match “baby gifts” -[baby gifts] Ad Group 3: Broad Match baby gifts - “baby gifts”

29. Write Better Ads How Google Ranks Ads The Google Auction Formula Quality Score Multi-Variant Testing Making a Great Offer

30. From Google’s Perspective Ad #1 = 10 cents per click Ad #2 = 20 cents per click Ad #1 gets 10% CTR 100 Displays = $1.00 for Google Ad #2 gets 4% CTR 100 Displays = 80 cents for Google Ad # 1 is more PROFITABLE for Google!

31. The Google Auction Formula

32. Quality Score CTR Relevancy of Ad compared to User’s Search Query Landing Page Quality Historical Performance of Ad and Overall Campaign Google Secret Sauce

33. Introducing the Auction for Clicks 1. 2. 3. Max Bid Price Paid $4.00 $3.00 $2.00 Min Bid $2.00 $3.00 Advertisers

34. Ad Rank 1. 2. 3. Max Bid $4.00 $3.00 $2.00 Advertisers Quality 2 6 10 X = Ad Rank 8 18 20 Position 3 2 1

35. Determining Click Cost P Q = B Q 1 2 2 1

36. Example Auction 1. 2. 3. Max Bid $3.00 $3.00 $3.00 Advertisers Quality 8 6 3 Ad Rank 24 18 9 Actual CPC (18/8) = $2.25 (9/6) = $1.50 min price

37. Example Auction 1. 2. 3. Max Bid $3.00 $3.00 $3.00 Advertisers Quality 10 6 3 Ad Rank 24 18 9 Actual CPC (18/10) = $1.80 (9/6) = $1.50 min price

38. Multi-Variant Testing

39. Ad Testing 50% is a lot to risk for some businesses, try splitting it up. The Control gets a ranking bonus from Google (Quality Score) Test Ad Control + 3 Copies

40. Test Ad

41. Make a Great Offer

42. Making a Great Offer Make a Compelling Promise Solve the reader’s immediate pain (problem) Protect the Reader - With a Warning Ask for ACTION Demonstrate Ownership Experience (i.e. Put a Smile on your Baby’s face!) Avoid terms such as wholesale, free, discount, cheap, etc

43. Examples Search for “Dog Toys” Search for “Children’s Books” NOT OPTIMIZED NOT OPTIMIZED OPTIMIZED OPTIMIZED

44. Don’t drive clicks at the expense of conversion

46. No amount of brilliant PPC Management can help a BAD Landing Page

47. Landing Page Optimization Call to Action Minimal Navigation Keep it Above the Fold Make it Easy to Read Page Load Time Use Dynamic Headlines PPC Keyword Relevancy Shorten Contact Forms Test Results Rinse and Repeat

50. Analyzing Results Google Analytics is a MUST Metrics to watch How will you know you had a good test?

51. Metrics to Watch Setup Conversion Goals Watch Cost Per Conversion RPC (Revenue Per Click) Long Tail Keyword Performance Look for new Exact Match Keywords

52. Picking a Winner 1,000 Ad Impressions for each variation 20% Difference in results Example: Ad 1 CTR = 5%, Ad 2 CTR = 4% Not sure? Try SplitTester.com

54. “ 4 Hour Work Week” Author: Tim Ferris Title of Book? Came from Google Adwords Testing!

55. Thank you! Jason Prance [email_address] Questions?