This document provides guidance on using pay-per-click (PPC) marketing effectively. It covers topics like components of a PPC ad, writing ads, testing ads, and determining winning ads. Key recommendations include writing ads that focus on benefits in the headline and first line, include the keyword when possible, and test ads extensively to refine text, capitalization, punctuation and more. Proper keyword research, grouping, and negative keywords are also emphasized. The goal is to craft ads that stand out, clearly define the unique selling proposition, and match customer search intent to maximize click-through rate.

1. Using Pay-per-Click Marketing ProfitablyJeff ColemanInternet Marketing Geek

2. Topics CoveredReviewComponents of an AdWriting AdsMaximizing all 95 charactersTips & tricks“Cosmo” approachTesting AdsDetermining a “winning” ad

3. Review: The PPC (Google) EquationPPC x CTR x QS = PositionPPC = Price per Click or BidCTR = Click-thru RateQS = Quality Score of Landing Page/SiteConversion Rate?Position = Where you are on the page

4. Review: Creating a Keyword ListListening to customersKeyword phrasesLocal vs. national/internationalDeep vs. broadKeyword research toolsGoogle keyword toolMatch typesBroad, phrase, exact

5. Review: Grouping KeywordsLogical groupingsNeeds to make sense to GoogleEasy management80/20 RuleBreak out broad, phrase and exact matchDon’t forget negative keywords

6. Components of PPC AdsHeadline – 25 charactersLine 1 – 35 charactersLine 2 – 35 charactersDisplay URL – 35 charactersDestination URLKeyword matches are boldLet’s look at some examples

9. PPC Ad RulesCorrect grammar and spelling

10. Only one exclamation point (!) per ad

11. Not allowed to us ALL CAPS

12. No “click here”

13. No superlatives

14. Not allowed to falsely represent a company

15. Display URL must resolve to working page

16. No pop-ups on landing pagesWriting PPC Ads - Best PracticesHeadline – include keyword if possible

17. Line 1 – focus on benefit

18. Line 2 – focus on feature and/or call to action

19. Display URL – make it relevant

20. Capitalize to convey message

21. Use folder or sub-domain

22. Destination URL – take them to most relevant page possible

23. Always run at least 2 ads at a timeMaximizing All 95 CharactersActually 130 characters including URLGood rhythm & flowMake ad stand out from other advertisers – may need to break the rulesClearly define your USPAd is an ad for your landing page, not your product or service

24. Defining Your USPUSP = Unique Selling PropositionA USP answers the following: “Why should I do business with you, above any and all other options, including doing nothing or whatever I’m doing now?” - Dan Kennedy

25. Match the Customer’s Conversation in Their HeadSearch for “Learn Chinese” vs. “Learn Mandarin”Which ad is better suited for which conversation:Want to Learn Mandarin?5 Secrets You Must KnowTo Master Chinese, and FastMasterChineseFaster.comEager to Learn Chinese?5 Unique Steps in 5 DaysA Strategy Like You’ve Never SeenMasterChineseFaster.com

26. Tips & Tricks to Increase Click-ThruGoldilocks approachModify capitalization & punctuationUse symbolsGet creative with URLTest, test, test

27. Sample Ads & Click-ThrusWhich ad has a higher click-thru?Stop cold calling foreverSmall business marketing system.Free report and 2 chapter download.www.leadsintogold.comCold calling not working?Discover a powerful alternative.Free report and 2 chapter download.www.LeadsIntoGold.com

28. Sample Ads & Click-ThrusWhich ad has a higher click-thru?2.7% CTR 0.8% CTRwww.LeadsIntoGold.com/genius to see the evolution of the adsStop cold calling foreverSmall business marketing system.Free report and 2 chapter download.www.leadsintogold.comCold calling not working?Discover a powerful alternative.Free report and 2 chapter download.www.LeadsIntoGold.com

29. Sample Ads & Click-Thrus3.60% CTR 2.71% CTRFashion Cowboy BootsOld Gringo brand WesternBoots, Mules, Belts, & Pursesrodeo-rodeo.comWomen's Cowboy BootsGreat Selection of Old Gringobrand western boots & mules !Rodeo-Rodeo.com

30. Sample Ads & Click-Thrus0.63% CTR 3.16% CTRShip Cars FasterSave time & money shipping carsfrom Auction. Free TrialCentralDispatch.com/AutoAuctionTransport from AuctionShip less than truckloads quickly& cost effectively. Free TrialCentralDispatch.com/AutoAuction

31. Lessons on CTRDon’t guess – Test!Small changes add upA single word can have a dramatic effectCheck the competitionTest, test, test!!!

32. “Cosmo” Approach to Writing AdsCan You Really Trust Your Best Friend?Or is she secretly a backstabber? Take our quiz to find out.The 10 Best Weight-Loss Tips EverDieting Sucks. So try these tips instead!“You Smell So Good!”Go on an instant getaway with these summer fragrancesHow to Look Hot Without Going BrokeMake over your wardrobe with these easy tips!Why Guys Dump Girls They DigGet to the bottom of those crazy, out-of-the-blue breakups.

33. Testing Ads for Maximum ResultsAlways run at least 2 ads at a time

34. Run them at even distribution

35. Start with “black” and “white” ads

36. Refine and test every detail

37. many variations on text and order

38. capitals vs. lowercase

39. hyphens, dashes and other punctuation

40. URL folders, maybe other domains

41. Out-of-the-box adsDetermining a “Winning” AdLots of statistical analysis you can do to be sure of which is a winnerRule of thumb: at least 30 clicks on each adBe sure: www.SplitTester.com

44. One Last ToolDynamic Keyword Insertion Tool {Keyword:Alternative}Keywords in list show, not search termsLimited by maximum spaces

45. Dynamic Keyword Insertion ToolAd says:Get a {Keyword:Phone}The latest technology at thelowest prices. Learn more!www.GreatPhones.com

46. Search for: panasonicdect phone

47. Keyword match: panasonic phone

48. Result:Get a Panasonic PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.comDynamic Keyword Insertion ToolSearch for: panasonicdect phone

49. Keyword match: panasonicdect phone

50. Result:Get a PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.comWriting AdsOptometrist in Otay Ranch

51. Sample Ad1:Otay Ranch OptometristsSee better & look great!VSP, EyeMed & Tricare accepted.www.OReyeworks.comSample Ad2:Thorough Eye ExamsLocal optometrists provide superiorvision care + latest fashion frameswww.orEyeworks.com

52. SummaryEye Doctor in Otay Ranch

53. Sample Ad1:Otay Ranch Eye DoctorsGet a thorough exam & fashion frames!VSP, EyeMed & Tricare accepted.www.OReyeworks.comSample Ad2:Fashion Frames & MoreGet fashion frames plus superiorvision care! Learn more.www.orEyeworks.com

54. Next StepsTake the QuizWrite at least two ads for each of your keyword groupsContinue on to Week 3, Part 1