This document provides an overview of using pay-per-click (PPC) advertising on Google AdWords for non-traditional purposes such as market sizing, message testing, and direct sales. It defines key terms like PPC, search marketing, and Google AdWords. It then discusses how PPC can be used to determine market interest, identify differentiators to test messages, and offers best practices for campaign creation including keyword targeting and campaign structure.

1. Non-Traditional PPC: Using
AdWords to test, market &
hopefully sell your product.
Craig Barrett – nFusion
cbarrett@nfusion.com
http://www.linkedin.com/in/craigabarrett
Twitter.com/craigabarrett

2. Search Marketing
An Overview of Search Marketing
• Definitions
• Why you should care
Examples of how PPC can be used
• Market Sizing and Interest Checks
• Message/Marketing Testing
• Direct Sales
Campaign Creation
• Targeting
• Example implementation
Best Practices
2

3. Pay-Per-Click
Please stop me with questions!
Fair Warning: PPC can be complex- this is not everything
3

4. Some Definitions
What is “Pay-Per-Click”
• Pay-Per-Click (PPC) is a phrase broadly used to
describe any marketing where the advertiser only
pays when the consumer takes action i.e. clicks on
the ad
What is “Search Marketing”
• Search marketing is the variant of PPC where the
ads appear above or near the result of a search
engine query
What is “Google AdWords”
• The search marketing product from Google that
operates through a bid based “black box” auction to
determine your rank and cost-per-click
4

5. Why the h*ll should I care?
• Because, this THE simplest, fastest, and most effective form of paid marketing
available.
• It provides direct access to potential customers and their interests in a way that has
never been possible before (for the price)
• Makes you look really smart and more attractive
Does Google actually put that crap in their presentations?
5
Search Engine Marketing

6. Selected Practical Applications and Such
March 26th, 2010

7. Market Sizing and Interest Checks
Identify major trends
• Trends.google.com
• http://www.google.com/insights/search/#
• https://adwords.google.com/select/KeywordToolExternal
Caution: Your audience might not be as awesome as you!
• Spinal surgeons, ball bearing experts and geriatrics have little data available
• Beware Ford’s “Better Horse”

8. Market Sizing and Interest Checks
Determine actual interest
• Click volume
• Conversion tracking
• Feature breakdowns (A/B) testing
Caution: Do not assume you are right or know your audience.
• Do not succumb to professional blindness

9. Message Testing via PPC
Identify major differentiators
• 3 possible messages
• Test for a minimum of 10 days
• Expand and refine
Use this information to guide marketing efforts
• Really? That is your advice?
Caution: Do not assume you are right or know your audience.
• Do not succumb to professional blindness

10. The Important Stuff: Making it Happen

11. Consideration Model (Is PPC Magic?)
11
• Trade Print
• Online Display
• E-mail Sponsorship
• Mobile Marketing
• Search Marketing
• Organic Search
• Television
• Radio
• Outdoor
• General Print
• Online Display
• Direct Mail
• CRM E-mail Marketing
• CRM Direct Mail
• Social Communities
Media Utilized
Not Pre-disposed
Not Considering
Open to
Consideration
Active
Consideration
Late-Stage
Consideration
Post Purchase
Customer Advocacy
Direct Response
• Cost per lead
• Conversion rate
• Sales close rate
Brand Awareness/Preference
• Cost per brand interaction
• Reach against target
• Message frequency
Repeat Purchase/Referral
• Renewal rates
• Brand referrals
• Online conversation level/tone
Success Criteria

12. 12
Search Engine Marketing Process

13. Tertiary
Secondary
Keyword Targeting
• The purpose of targeting is to allocate limited resources and focus efforts toward
opportunities with the highest probability of success
• Highest-value targets have been identified from market research and previous
experience
• Users interested in
learning more about your
product
• Example “iPhone APIs”
• Users looking for content
related to your product or
a competitor
• Example “iPhone software
dev kits”
• Users looking related
information or alternatives
• Example “Iphone Sys-
tools”
Primary

14. Campaign Structure
• Ad groups are organized around groups of similar keywords with similar ads
• Keywords should be focused on achieving campaign objective
• Caution: Avoid vanity bidding
Campaign
Ad Groups
Account
Campaign
Ad Groups
Ad Groups
Ad Groups
Ad Groups

15. Critical Elements
Clear Objective
Campaign analytics
Conversion tracking
A steady site/feature set
Patience
1
5

16. please thank our sponsors