What I learned so far about PPC with Google Adwords

1. My PPC approach

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What have I learnt during my 7 years in
online marketing?
Between 70 to 90%
of Google revenue
is coming from PPC

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I decided to pass the Google exam.

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My plan for a successful Pay Per Click
campaign

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1. Determine your goals and budget
• Whether you want to increase sales or
brand awareness, they are not the same
I am here to score goals I am a brand

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2. Make a list of keywords
Before Phrase + Keyword + Brand + After Phrase = 32% increase in CTR for
my customer!
Keyword lists are built with Ubersuggest, Adwords tool & local
knowledge

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3. Geographic targeting
Some clients come to me for SEO claiming PPC did not work but did they
choose the right location?

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4. Language targeting
Consider also local minorities. There is an estimated 100,000 French people in
London.

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5. Mobile bid
This is vital especially if the mobile version is bringing more value to your site.

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6. Ad scheduling
Why display ads geared to generate phone calls when your staff can not answer
them?

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7. Ad rotation & delivery
With accelerated delivery, ramp up early and handle your leads before going
home.

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8. Ad copy
Test ads, retest and create
variation of working ads & test
them again.

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9. Tracking URL parameters
Use the Google tracking parameter to understand what happens “post-click”

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10. Landing pages
A/B tests the landing pages especially if you have the resources to do it.

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11. Negative list
Common: DIY, Free
Specific: look at your competitor bad ads

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12. Search Partners
If turned on, monitor it

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13. Display Partners
Lock down the display partners with manage placement or re-marketing
Choose your placement carefully
Make sure you leave your cookie
for re-marketing

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14. Audience list
Create lists with associated ads for those who purchased or didn't check out

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15. Ad extension
Take advantage of all kinds of new features

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16. Product listing ads
You need to make sure everything is in sync (price) & start slow

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Questions
QUENTIN SABANOWSKI
quentin@omawo.com
twitter/qu3nt1n