The document outlines a presentation by Mark Barrera on five key steps to achieving success in pay-per-click (PPC) advertising. It covers essential topics such as education, keyword research, ad group setup, budget management, and landing page optimization. The presentation emphasizes the importance of targeted advertising strategies and the effective use of various tools to monitor and enhance PPC performance.

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PRESENTED BY:
@MARK_BARRERA
OF
@BUZZSHIFT
PUBCON NEW ORLEANS
MARCH 18, 2014
5 Steps to PPC Success
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Pay-per-Click Management
Get Educated
Keyword Research
Campaign / Ad Group Setup
Budgets and Bidding
Landing Page Optimization
@mark_barrera

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@mark_barrera

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Get Educated
 EatTheir Food
@mark_barrera

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Keyword Research
 GoogleTools
 BingTools
 Analytics
 SEMRush
 UberSuggest
 Keyword
Discovery
@mark_barrera

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Keyword Research
 SEMRush / SpyFu / KeywordSpy
@mark_barrera

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Keyword Targeting
 Mind Maps
Coggle.it
@mark_barrera

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Keyword Targeting
 Purchase
 Informational
 News
 How-to’s
 Geographical
 Informational
 News
 How-to’s
 Negatives
@mark_barrera

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Keyword MatchTypes
1. Exact –Will never capture full market share
2. Phrase
3. Broad Match Modifier
4. Negative Keywords –Very Important
@mark_barrera

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Account Structure
 Targeting options: you can target
ads by location and language
 Regional/Local,Country, Global &
CustomizedTargeting
 40 different language targeting
options to choose from
@mark_barrera

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Ad Group Structure
 THIS  Not
This
@mark_barrera

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Ad Testing
Ad CopyTests:
Headline
Keyword Insertion
Call to Action – CallToday
URL – (sub)domain vs subfolder
Symbols - ™
Unique Selling Proposition
Seasonality
@mark_barrera

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Ad Targeting
 Locations : Postal Codes, Cities and other Geographic areas
 Ad Scheduling: Day andTime ofAds
 Devices: Bid more or less for searches done on mobile
@mark_barrera

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 Targeting options: you
can target ads by
location and language
 Regional/Local,
Country, Global &
CustomizedTargeting
Ad Targeting
@mark_barrera

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Ad Targeting
 Location Matters
@mark_barrera

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Ad Extensions
 Location extensions:
 Call extensions:
 Social extensions:
 Product extensions:
 Seller ratings:
 Sitelinks:
 Offer extensions:
 Dynamic SearchAds:
@mark_barrera

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 Metrics Matter: Don’t focus on just one or two
Bid Analysis
@mark_barrera

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Bidding Automation
 Automate: Use ‘Automated Rules’ to make management easier
 Regional/Local,Country, Global & CustomizedTargeting
 40 different language targeting options to choose from
@mark_barrera

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Landing Page Optimization
 Calls to Action: Phone Calls / Chat / Forms / Sales
 Content Length: Less or more, which do your
users prefer?
 NoWay Out: Do you have external pointing links
on your landing page?
@mark_barrera

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Landing Page Optimization
via unbounce.com
@mark_barrera

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Landing Page Optimization
 Statistical Significance: Make sure the data is
right
 Don’t test everything: Start with high volume
landing pages. Make sure you have a control.
 Be Dramatically Different: Most people test
variations of a page by moving the same
elements around.
@mark_barrera

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Track EVERYTHING
@mark_barrera

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AdWords Scripts
 https://developers.google.com/adwords/scripts/
 Easier to use than APIs
 More powerful than AdWords Editor
 Great post at SEL on some uses
 http://selnd.com/XCi6Uy
@mark_barrera

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Paid Search Enhances SEO
Keywords ranking 5th or lower can drive 96% incremental traffic using PPC
@mark_barrera