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5 Steps to PPC Success - Pubcon Austin 2013
The document outlines 5 steps for pay-per-click (PPC) success: 1) get educated on PPC through resources on the platforms, 2) perform keyword research using tools to identify relevant keywords, 3) set up campaigns and ad groups with targeted keywords, 4) determine budgets and bidding strategies, and 5) optimize landing pages for conversions.
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5 Steps to PPC Success - Pubcon Austin 2013
- 1. 5 Steps toPPC Success search engine optimization & internet marketing Search Engine Marketing, Display Advertising, Social Media
- 2. @mark_barrera Pay-per-Click Management Get Educated Keyword Research Campaign / Ad Group Setup Budgets and Bidding Landing Page Optimization
- 3. @mark_barrera Account Management The Google Network consists of Google sites & partner properties that use Others 20% Google AdSense to serve AdWords ads The Google Network reaches These properties include: Search sites, over 80% of content pages, newsletters, email Google Internet Users services & discussion boards worldwide Network 80% 80% Google properties, Content publishers, including: Search partners, including: including:
- 4. @mark_barrera Get Educated Eat Their Food
- 5. @mark_barrera Get Educated Enhanced Campaigns: Ad level Extension control In-depth reporting on Sitelinks Elimination of device specific campaigns If you target mobile, plan a migration strategy Watch CPCs / CPAs as many expect these to rise for device targeted campaigns.
- 6. @mark_barrera Keyword Research Google Tools Bing Tools Analytics SEMRush UberSuggest Keyword Discovery
- 7. @mark_barrera Keyword Research SEMRush / SpyFu / KeywordSpy
- 8. @mark_barrera Keyword Research Yahoo Clues
- 9. @mark_barrera Keyword Targeting Mind Maps
- 10. @mark_barrera Keyword Targeting Purchase Informational News How-to’s Geographical Informational News How-to’s Negatives
- 11. @mark_barrera Keyword Match Types 1. Exact – Will never capture full market share 2. Phrase 3. Broad Match Modifier 4. Negative Keywords – Very Important
- 12. @mark_barrera Account Structure Targeting options: you can target ads by location and language Regional/Local, Country, Global & Customized Targeting 40 different language targeting options to choose from
- 13. @mark_barrera Ad Group Structure THIS Not This
- 14. @mark_barrera Ad Testing Ad Copy Tests: Headline Keyword Insertion Call to Action – Call Today URL – (sub)domain vs subfolder Symbols - ™ Unique Selling Proposition Seasonality
- 15. @mark_barrera Ad Targeting Location Matters: you can target ads by location and language
- 16. @mark_barrera Ad Targeting Targeting options: you can target ads by location and language Regional/Local, Country, Global & Customized Targeting 40 different language targeting options to choose from
- 17. @mark_barrera Ad Extensions Location extensions: Call extensions: Social extensions: Product extensions: Seller ratings: Sitelinks: Offer extensions: Dynamic Search Ads:
- 18. @mark_barrera Bid Analysis Metrics Matter: Don’t focus on one or two metrics
- 19. @mark_barrera Bidding Automation Automate: Use ‘Automated Rules’ to make management easier Regional/Local, Country, Global & Customized Targeting 40 different language targeting options to choose from
- 20. @mark_barrera Landing Page Optimization Calls to Action: Phone Calls / Chat / Forms / Sales Content Length: Less or more, which do your users prefer? No Way Out: Do you have external pointing links on your landing page?
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- 22. @mark_barrera 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.
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- 24. @mark_barrera Bonus: 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
- 25. @mark_barrera Paid Search Enhances SEO Keywords ranking 5th or lower can drive 96% incremental traffic using PPC
Editor's Notes
- #18 Over 8 extensions available with many more being developed in beta (email signup, etc)
- #26 Getting 100 visits in the 5 th position? PPC will drive more and 96% of the extra visits are from people who would have never seen visited your site. 66% of ad clicks do not have an organic ranking for the term.