This document provides an overview of how to set up a profitable pay-per-click (PPC) advertising campaign. It recommends following the TRE method, which stands for tracking, research, and execution. For tracking, ensure conversion tracking is installed to measure results. For research, thoroughly analyze keywords and competitors. For execution, structure the PPC account with separate campaigns, ad groups organized by keyword relevance, and multiple ads to test against each other. Proper setup following these stages can help launch an effective PPC campaign.
Learn how to use your website to effectively market your business online. Understand how to:
- Engage Your Audience
- Make Connections via Social media
- Improve Traditional Efforts Online marketing
- Increase Marketing Efficiency
- Refine Your Efforts Google Analytics
... and more!
People-based Marketing: How Data, Automatisation & Customer Centricity usher ...Namics – A Merkle Company
People-based marketing leverages user-based data, marketing automation technology, and a customer-centric approach to personalize experiences across digital touchpoints. It addresses limitations of past approaches by bridging data silos, organizational silos, and the gaps between channels and devices to develop a unified view of each individual customer. Implementing people-based marketing requires consolidating user data, using tools like a data management platform, and providing value for users to log in and be identified deterministically. Together, the three pillars of user-based data, marketing automation technology, and customer centricity allow for highly personalized experiences and interactions at every stage of the buyer journey.
This document summarizes a presentation on search engine strategies given by Mark Berendsen of Google Netherlands in 2009. The presentation covers developments in search marketing, including search for branding and conversion. It also discusses optimizing websites for usability testing and how search can speed up customer journeys. Additionally, the presentation addresses opportunities for search advertising during an economic slowdown by understanding changing consumer behavior, competition, and focusing on speed.
Social Data can be analysed to GET INSIGHTS about a target group based on social profiles, online activity, connections and content associated to them, to FIND prospects with “social coincidences” and for LEAD GENERATION content & inbound marketing campaings
The document summarizes an art workshop facilitated by Doug Shaw to foster creativity in the workplace using artistic practice. The workshop encouraged participants to draw without fear of judgment by having drawings thrown away after. Participants explored doodling, mark making and using a variety of art materials to generate ideas. They challenged themselves by drawing on a large roll of paper and made postcards to recall ideas later. The workshop provided an abundance of ideas to make work better and helped participants realize their ability to draw through exploring new creative outlets.
Mobile marketing involves activating marketing campaigns and programs through mobile platforms to allow consumers to interact with brands using mobile devices. It is an important part of digital marketing as connected mobile devices are integral to daily life and consumer behavior is evolving rapidly. Marketers must adapt to this change and understand how consumers are using mobile for utilities, social connection, entertainment and shopping. Mobile marketing fits within digital marketing and allows interactive consumer experiences.
Chris Smith presents on how to improve one's Twitter skills. He discusses challenges with Facebook and how Twitter is better for networking. His goal shifted from just traffic and followers to engaging thought leaders. He provides tips such as using @ replies strategically, retweeting to give value first, connecting with local media, using relevant hashtags efficiently, and using tools like HootSuite to be more effective on Twitter.
Learn how to use your website to effectively market your business online. Understand how to:
- Engage Your Audience
- Make Connections via Social media
- Improve Traditional Efforts Online marketing
- Increase Marketing Efficiency
- Refine Your Efforts Google Analytics
... and more!
People-based Marketing: How Data, Automatisation & Customer Centricity usher ...Namics – A Merkle Company
People-based marketing leverages user-based data, marketing automation technology, and a customer-centric approach to personalize experiences across digital touchpoints. It addresses limitations of past approaches by bridging data silos, organizational silos, and the gaps between channels and devices to develop a unified view of each individual customer. Implementing people-based marketing requires consolidating user data, using tools like a data management platform, and providing value for users to log in and be identified deterministically. Together, the three pillars of user-based data, marketing automation technology, and customer centricity allow for highly personalized experiences and interactions at every stage of the buyer journey.
This document summarizes a presentation on search engine strategies given by Mark Berendsen of Google Netherlands in 2009. The presentation covers developments in search marketing, including search for branding and conversion. It also discusses optimizing websites for usability testing and how search can speed up customer journeys. Additionally, the presentation addresses opportunities for search advertising during an economic slowdown by understanding changing consumer behavior, competition, and focusing on speed.
Social Data can be analysed to GET INSIGHTS about a target group based on social profiles, online activity, connections and content associated to them, to FIND prospects with “social coincidences” and for LEAD GENERATION content & inbound marketing campaings
The document summarizes an art workshop facilitated by Doug Shaw to foster creativity in the workplace using artistic practice. The workshop encouraged participants to draw without fear of judgment by having drawings thrown away after. Participants explored doodling, mark making and using a variety of art materials to generate ideas. They challenged themselves by drawing on a large roll of paper and made postcards to recall ideas later. The workshop provided an abundance of ideas to make work better and helped participants realize their ability to draw through exploring new creative outlets.
Mobile marketing involves activating marketing campaigns and programs through mobile platforms to allow consumers to interact with brands using mobile devices. It is an important part of digital marketing as connected mobile devices are integral to daily life and consumer behavior is evolving rapidly. Marketers must adapt to this change and understand how consumers are using mobile for utilities, social connection, entertainment and shopping. Mobile marketing fits within digital marketing and allows interactive consumer experiences.
Chris Smith presents on how to improve one's Twitter skills. He discusses challenges with Facebook and how Twitter is better for networking. His goal shifted from just traffic and followers to engaging thought leaders. He provides tips such as using @ replies strategically, retweeting to give value first, connecting with local media, using relevant hashtags efficiently, and using tools like HootSuite to be more effective on Twitter.
Many people don't know what is seo and what are its advantages.This PPT will make one aware of search engine optimization (seo) and how one will profit from an seo technique.
To gain an edge over your competitors, conducting paid search competitor analysis is essential. Explore how to perform paid search competitor research with the help of PPC competitor analysis tools.
Search Marketing For Travel - ABTA | 2019Alex Wright
Slides from a session I delivered at an ABTA event in 2019. The session was split into two sections, one covering technical SEO, and one covering content.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
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Where do I start as an entrepreneur and with a new business. This slide deck talks about getting started on the web and how to begin the process of marketing your business and/idea. Let's help get you focused and onto the first big task.
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The document provides guidance on selecting an effective inbound marketing agency. It outlines 11 key habits that highly effective inbound agencies possess:
1. They offer the core inbound marketing services of traffic generation, lead generation, lead nurturing, and analytics.
2. They present a clearly defined delivery process tailored to the client's goals and challenges.
3. Their sales process focuses on understanding the client's specific goals and challenges.
4. They maintain a website that is optimized for inbound marketing and can serve as an example of their own work.
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This is the talk we give to new batches to establish basic principles and a framework for marketing. It helps analyze what assets a startup has to share, how channels are a function of their business model, and basics about acquisition costs and AARRR funnels. We end looking at landing pages, as a basic marketing tool that can put this all together.
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
Stop Wasting Money on SEM: Know Your Customer to Know your Userbkpsonic
1) The document emphasizes focusing marketing efforts on understanding customers rather than solely focusing on search engine rankings or advertising spending.
2) It recommends using customer personas to understand customer intent in order to design marketing campaigns that directly address why customers would want a product or service.
3) The key is determining the goals and intent of target customers to craft an effective and cost-efficient search engine marketing campaign.
Digital marketing uses various online channels like websites, social media, search engines, and mobile apps to reach consumers. It requires new approaches compared to traditional marketing. The nature of digital marketing is dynamic and constantly changing as the online environment evolves. Its scope is vast, similar to the scale of the internet itself. Common types of digital marketing include search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, and content marketing. Careers in digital marketing involve roles like digital marketing manager, SEO specialist, social media manager, and content marketing specialist.
What is Digital Marketing?- SEO, SMM, Email Marketing etc. etc.Stefy John
The document provides information on various aspects of digital marketing. It defines digital marketing as promoting or creating brand awareness using the internet. It discusses the importance of establishing key performance indicators and objectives for a digital marketing strategy such as reaching the right audience and return on investment. It also describes several common digital marketing tactics including search engine optimization, pay-per-click advertising, social media marketing, email marketing and their benefits and challenges.
The document outlines an effective 4-phase strategy for internet marketing: 1) Research competitors and target markets, 2) Analyze strengths/weaknesses, 3) Develop tailored strategies prioritizing affordable tactics like SEO, PPC, email, and outsourcing others, 4) Monitor performance to discover high-converting tactics through A/B testing. The key is understanding customer needs and how you can offer unique value before creating a plan that leverages one's own strengths and resources to breakthrough online.
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). It allows marketers to be more efficient at their jobs and minimize wasted Web marketing dollars.
Stop Wasting Money on SEM: Know Your Customer to Know your Usersheila_musonza
While spending money on pay-per-click advertising and search engine optimization is important, the most important factor for a successful marketing campaign is understanding your target customers and their needs and intentions. A campaign should be designed around customer personas and intent rather than keywords or rankings. Determining who your customers are and why they would want your product or service allows you to craft messaging, landing pages, and campaigns that effectively meet their needs.
Are You Testing A Network Marketing System?rdchidester1
1. Most people who join network marketing opportunities quit within 3 months, often worse off than when they started due to a lack of using an effective marketing system.
2. Many confuse tools with systems - tools are only effective when used as part of a comprehensive integrated system of processes designed to achieve measurable results.
3. An example online marketing system walks through identifying target markets, researching keywords, writing and submitting articles, and using other tools and steps together as a complete process to drive targeted traffic to a website and prospect leads.
This document provides an overview of digital marketing training topics including setting goals and objectives, keywords, content creation, website optimization, social media best practices, and analytics. The key points are:
1. The training covers defining business goals, identifying target customers, creating online content through keyword research and competitive analysis, optimizing websites and forms, and measuring performance.
2. Content is described as the fundamental information used to inform users, and an effective content strategy involves keyword research, inventory of existing content, and regular promotion creation.
3. When directing customers, websites need a clear call to action and should be mobile friendly, while social media links and forms can help collect leads and measure engagement.
Social media marketing training blackthornsauravstudio45
This document provides an overview of digital marketing training topics including setting goals, using keywords and content, directing customers, measuring results, and using various social media platforms. The training covers defining business goals, conducting keyword research and competitive analysis to create effective content. It discusses optimizing websites and forms, and thank you pages. Metrics for websites, social media and more are presented. Finally, the training reviews establishing marketing objectives and tactics, and delves into specific platforms like Facebook, LinkedIn, Twitter, YouTube and Snapchat.
The Role of White Label Bookkeeping Services in Supporting the Growth and Sca...YourLegal Accounting
Effective financial management is important for expansion and scalability in the ever-changing US business environment. White Label Bookkeeping services is an innovative solution that is becoming more and more popular among businesses. These services provide a special method for managing financial duties effectively, freeing up companies to concentrate on their main operations and growth plans. We’ll look at how White Label Bookkeeping can help US firms expand and develop in this blog.
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Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
Many people don't know what is seo and what are its advantages.This PPT will make one aware of search engine optimization (seo) and how one will profit from an seo technique.
To gain an edge over your competitors, conducting paid search competitor analysis is essential. Explore how to perform paid search competitor research with the help of PPC competitor analysis tools.
Search Marketing For Travel - ABTA | 2019Alex Wright
Slides from a session I delivered at an ABTA event in 2019. The session was split into two sections, one covering technical SEO, and one covering content.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
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This webinar introduces the basics of Google Analytics – from getting started and understanding how it works so you can get your website running with the powerful tools offered through Google Analytics. This webinar highlights the importance of using it for tracking of your website or marketing campaigns so you can make better informed decisions, understand your users, and use that data to provide a better digital experience. We will also explore how you can incorporate Google Data Studio with your Analytics for amazing interactive reports that are sure to impress any board meeting.
Where do I start as an entrepreneur and with a new business. This slide deck talks about getting started on the web and how to begin the process of marketing your business and/idea. Let's help get you focused and onto the first big task.
Hub spot's ultimate guide to hiring an inbound marketing agencyTuristicae
The document provides guidance on selecting an effective inbound marketing agency. It outlines 11 key habits that highly effective inbound agencies possess:
1. They offer the core inbound marketing services of traffic generation, lead generation, lead nurturing, and analytics.
2. They present a clearly defined delivery process tailored to the client's goals and challenges.
3. Their sales process focuses on understanding the client's specific goals and challenges.
4. They maintain a website that is optimized for inbound marketing and can serve as an example of their own work.
Marketing for Startups - Incubadora SinergiaRiley Maguire
This is the talk we give to new batches to establish basic principles and a framework for marketing. It helps analyze what assets a startup has to share, how channels are a function of their business model, and basics about acquisition costs and AARRR funnels. We end looking at landing pages, as a basic marketing tool that can put this all together.
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
Stop Wasting Money on SEM: Know Your Customer to Know your Userbkpsonic
1) The document emphasizes focusing marketing efforts on understanding customers rather than solely focusing on search engine rankings or advertising spending.
2) It recommends using customer personas to understand customer intent in order to design marketing campaigns that directly address why customers would want a product or service.
3) The key is determining the goals and intent of target customers to craft an effective and cost-efficient search engine marketing campaign.
Digital marketing uses various online channels like websites, social media, search engines, and mobile apps to reach consumers. It requires new approaches compared to traditional marketing. The nature of digital marketing is dynamic and constantly changing as the online environment evolves. Its scope is vast, similar to the scale of the internet itself. Common types of digital marketing include search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, and content marketing. Careers in digital marketing involve roles like digital marketing manager, SEO specialist, social media manager, and content marketing specialist.
What is Digital Marketing?- SEO, SMM, Email Marketing etc. etc.Stefy John
The document provides information on various aspects of digital marketing. It defines digital marketing as promoting or creating brand awareness using the internet. It discusses the importance of establishing key performance indicators and objectives for a digital marketing strategy such as reaching the right audience and return on investment. It also describes several common digital marketing tactics including search engine optimization, pay-per-click advertising, social media marketing, email marketing and their benefits and challenges.
The document outlines an effective 4-phase strategy for internet marketing: 1) Research competitors and target markets, 2) Analyze strengths/weaknesses, 3) Develop tailored strategies prioritizing affordable tactics like SEO, PPC, email, and outsourcing others, 4) Monitor performance to discover high-converting tactics through A/B testing. The key is understanding customer needs and how you can offer unique value before creating a plan that leverages one's own strengths and resources to breakthrough online.
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). It allows marketers to be more efficient at their jobs and minimize wasted Web marketing dollars.
Stop Wasting Money on SEM: Know Your Customer to Know your Usersheila_musonza
While spending money on pay-per-click advertising and search engine optimization is important, the most important factor for a successful marketing campaign is understanding your target customers and their needs and intentions. A campaign should be designed around customer personas and intent rather than keywords or rankings. Determining who your customers are and why they would want your product or service allows you to craft messaging, landing pages, and campaigns that effectively meet their needs.
Are You Testing A Network Marketing System?rdchidester1
1. Most people who join network marketing opportunities quit within 3 months, often worse off than when they started due to a lack of using an effective marketing system.
2. Many confuse tools with systems - tools are only effective when used as part of a comprehensive integrated system of processes designed to achieve measurable results.
3. An example online marketing system walks through identifying target markets, researching keywords, writing and submitting articles, and using other tools and steps together as a complete process to drive targeted traffic to a website and prospect leads.
This document provides an overview of digital marketing training topics including setting goals and objectives, keywords, content creation, website optimization, social media best practices, and analytics. The key points are:
1. The training covers defining business goals, identifying target customers, creating online content through keyword research and competitive analysis, optimizing websites and forms, and measuring performance.
2. Content is described as the fundamental information used to inform users, and an effective content strategy involves keyword research, inventory of existing content, and regular promotion creation.
3. When directing customers, websites need a clear call to action and should be mobile friendly, while social media links and forms can help collect leads and measure engagement.
Social media marketing training blackthornsauravstudio45
This document provides an overview of digital marketing training topics including setting goals, using keywords and content, directing customers, measuring results, and using various social media platforms. The training covers defining business goals, conducting keyword research and competitive analysis to create effective content. It discusses optimizing websites and forms, and thank you pages. Metrics for websites, social media and more are presented. Finally, the training reviews establishing marketing objectives and tactics, and delves into specific platforms like Facebook, LinkedIn, Twitter, YouTube and Snapchat.
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Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
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That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
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Kirill Klip GEM Royalty TNR Gold Copper Presentation
Livengood productcamp6
1. How To Launch A Profitable PPC Advertising
Campaign For Your Business
Shawn Livengood
2.
3. Introduction
This presentation will cover:
An overview of Pay Per Click (PPC) advertising
Information flow, and why it matters
How to set up a PPC account efficiently and effectively
using the TRE method
Q&A
4. About Me
Shawn Livengood
Has managed PPC accounts for
clients in various industries since
2008
Currently Senior Marketing
Associate – PPC for uShip.com
MSIS 2011 at UT-Austin,
concentrating in Information
Architecture
Owns and writes the blog
www.ppcwithoutpity.com
5. PPC In A Nutshell
sponsored ads on search engine results
you select keywords relevant to your product, and when a searcher
types in one of those keywords, your ad appears in sponsored links
…or on the Display Network, your ads show up on websites you
specify, or on websites Google determines is relevant to your
keyword list
two major players include Google (Google search results +
AdSense sites) and Microsoft (Yahoo search results + Bing search
results)
You set keyword bids, indicating how much you are willing to pay
for a click. Ads are ranked via an auction system (higher bid = higher
position), plus quality/relevance factors to prevent spammers from
dominating search results.
6. Information Flow In PPC
Think about the user experience as they use a search
engine and find your site through PPC:
Landing Page
The landing page is the first
page your user sees when they
visit your site through a PPC
ad. Make sure that it tells them
where they are, what you can
offer, and how you can solve
the information need they were
searching for.
Act Now!
7. Information Flow In PPC
Why does information flow
matter? Remember, searchers
are on the hunt for a specific
piece of information. If they
lose the “scent” at any step of
the process and think they
won’t get what they’re looking
for, they might drop out of the
process and look elsewhere.
This could cost you a valuable
customer.
Image Source: Claudia Krebs http://commons.wikimedia.org/wiki/Image:Bloodhound_duke_1.jpg
8. PPC Account Setup: The TRE Method
Proper PPC account setup occurs in three stages. You
can remember these stages by using the acronym TRE:
- Tracking
- Research
- Execution
9. Stage 1: Tracking
Before you start on anything else, make sure you have
the means to track your traffic and success metrics. If
you have no way to keep track of the traffic and
leads/sales that your PPC account is generating, then
you will have no idea whether it’s working or not.
At the most basic level, this means you need to install
conversion tracking on your website.
Conversion – any event that a user performs that you
count as a success for your organization (sale, lead form
completion, newsletter signup, etc.)
10. Stage 1: Tracking
Conversion tracking – a short code snippet that sends information to
your PPC account when a user clicks on an ad and then reaches a
“goal” page (i.e. the “thank you” page after they have made a
purchase).
Available in both Google and Microsoft PPC accounts, and looks
something like this:
<!-- Google Code for Sample Conversion Conversion Page -->
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 1038699242;
var google_conversion_language = "en";
var google_conversion_format = "2";
var google_conversion_color = "ffffff";
var google_conversion_label = "Mr5GCLT-9wEQ6pWl7wM";
var google_conversion_value = 0;
/* ]]> */
</script>
<script type="text/javascript" src="http://www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt=""
src="http://www.googleadservices.com/pagead/conversion/1038699242/?label=Mr5GCLT-
9wEQ6pWl7wM&guid=ON&script=0"/>
</div>
</noscript>
11. Stage 1: Tracking
Don’t be intimidated if you’re not familiar with coding –
installing conversion tracking is easier than you think.
Many content management systems (CMS) have
conversion panels where you can just copy and paste the
code in.
If you have to do it the hard way and install it manually,
just copy and paste the code anywhere between the
<body> and </body> tags in your HTML page.
12. Stage 1: Tracking
Web analytics are essential if you want to
track the traffic to your website. These tools
also work via a code snippet, but you need
to put them on every page of your site that
you want to track. After installation, you will
be able to track which pages your users
visit, where they came from before reaching
your site, how long they stayed, and other
factors like their web browser, OS, and
screen resolution.
Google Analytics is a popular free tool for
this, and is very flexible. Popular paid tools
include Omniture and Crazy Egg.
13. Stage 2: Research
You’ve got your tracking set up
– that’s a good start. But before
you begin building your account,
you need to do your homework.
The research phase consists of
two components:
1. Keyword Research
2. Competitive Analysis
14. Stage 2: Research
Keyword Research
DO:
- Find keywords relevant to what you are offering
- Use keywords that indicate an intent to purchase
(“widget installation quotes” > “how to install a widget”)
- Seek out industry-specific phrases and slang
DON’T
- Use overly-broad, vague keywords just to get traffic
- Use keywords that are not at all relevant to your
business (if you have to think about whether it’s relevant,
it’s not)
15. Stage 2: Research
Free Keyword Research Tools
Google Keyword Tool:
https://adwords.google.com/select/KeywordToolExternal
Wordstream Keyword Tool:
http://www.wordstream.com/keywords
Competitor/industry websites
Imagination!
16. Stage 2: Research
Competitive Analysis
1. How much are your competitors spending on PPC,
and what keywords are they bidding on? Tool:
www.spyfu.com
2. What are your competitors offering in their text ads?
Tool: Google/Bing Search
3. What do your competitor’s landing pages look like,
and what do they offer there? Is there consistency
between what they offer in their ad and what they offer
on their landing page? Tool: Click some ads!
17. Stage 3: Execution
You have your tracking set up and
you’ve done your research. Now
let’s start building your account!
18. Stage 3: Execution
PPC Execution Toolbox
Google AdWords Editor
http://www.google.com/intl/en/adwordseditor/
MSN AdCenter Desktop
http://advertising.microsoft.com/support-center/adcenter-
downloads/adcenter-desktop
Microsoft Excel
(or http://www.openoffice.org/ if you’re broke)
20. Stage 3: Execution
Keyword Tips:
- Segment your keywords into groups based on
relevance.
- Match types: broad = more traffic, worse ROI, exact =
less traffic, better ROI, phrase = happy medium
- Use CPC estimates from the Google Keyword Tool for
your initial keyword bids
Ad Tips:
- Only use 2-3 ads per group, test them against each
other, and rotate out underperforming ads
- Display URLs only have to match your domain. You can
use made-up display URLs like
www.YourSite.com/SpecialOffer
21. A Few More Basic Tips…
Always have separate campaigns for Search-targeted
and content/display-targeted ads
Try to keep the number of keywords per ad group
somewhere between 4 and 25
Don’t target the top position. Bidding is highly
competitive for the top spot, so you could end up
spending a lot of money with little to show for it. Ad
positions 3-5 generally provide the best ROI.
Checking up on your account multiple times a day will
drive you crazy. Think of it like the stock market – take a
long-term strategy. Wait for keywords/ads/campaigns to
gather a significant amount of data, then take action.
22. Additional Resources
AdWords Online Classroom
http://www.google.com/adwords/onlineclassroom
Microsoft AdCenter Training
http://advertising.microsoft.com/support-center/training-
accreditation/adcenter-training
PPC Without Pity
http://www.ppcwithoutpity.com
23. Q&A
If you want to recap, a copy of this presentation will be
available on PPC Without Pity tomorrow.
http://www.ppcwithoutpity.com