In this PPC Hero Live Summit Session, Founder of #PPCCHAT and Blog Manager of PPC Hero, Matt Umbro and Sr. Account Manager and excel guru, Jacob Brown, discuss what you should be doing to ensure you have built a solid foundation for your PPC accounts.
11. #ppcherolive
Consider your keywords based upon:
● User Intent - ready to convert or just
looking? For example, “buy oval coffee
table” or “coffee tables”
● Bids - broader keywords tend to be more
expensive
● Intended Return - will the keyword help you
hit your goals?
Choosing Your
Keywords
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13. #ppcherolive
Bid Strategies
Consider using the following bid suggestion
strategies when aligning strategies with goals:
● Goal: ROAS
○ (Revenue/Click)/ROAS Goal
● Goal: CPL
○ CPL Goal*Conversion Rate
● Goal: Quality Visitors
○ (1-Bounce Rate)*Cost per Quality Visitor
Goal
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14. #ppcherolive
Bid Strategies
What You Should Be Doing:
● Use Impression Share to Find Growth Availability
● Use Conversion Volume When Deciding Percent
Increases on Bids
● Layer Date Ranges, Putting Most Emphasis on
Recent Performance
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24. #ppcherolive
Shopping Campaigns
What you’ll need:
● Google & Bing Merchant Center accounts
● Product feed
● Ability to create Shopping campaigns in Google &
Bing
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Remarketing List Types:
● Cart Abandoners/Form Abandoners
● Engaged Users
● Specific Product/Service Pages
● Home Page Only
● Unengaged Users
Remarketing Campaigns
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28. #ppcherolive
Display Images:
Top Sizes in US
● 160x600
● 728x90
● 300x250
● 336x280
● 300x600
● 320x100
● Telling Image
● Why User
Should Listen
● Purpose of
Ad
● CTA
Remarketing Campaigns
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Remarketing List For Search:
● Use to Raise Bids on Top
Performing Lists on Current
Campaigns
● Use Customer Match
● Target Keywords You Normally
Wouldn’t Target
Remarketing Campaigns
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32. #ppcherolive
Types of Mobile Websites:
● Mobile Friendly
● Mobile Adaptive
● Mobile Responsive
● Mobile Specific
Mobile-Specific
Copy & Pages
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