2. Where Else Can You…
• Market to customers while they’re researching
your product
• Only pay when someone is interested in your ad
• Test your ad copy and landing pages in real time
• Learn how people talk about your product or
service
• Quickly drive sales at a positive ROI
@Mel66
6. Before You Do Another Thing…
Determine business goals first
@Mel66
7. Tips for Successful Goal Setting
• Goals should be measurable
– Conversion tracking
• Goals should help your business grow
– i.e. not just traffic
• Goals should be achievable
– Do you have the infrastructure in place? Can
your website fulfill the ad promise?
@Mel66
9. Glossary
• Campaign
• Ad Group
• Keywords
• Search query
@Mel66
10. Keyword Research
1. Brainstorm
designer jeans
buy designer jeans
deals on designer jeans
designer jeans online
designer jeans that fit
@Mel66
11. Keyword Research
2. Use a keyword tool: https://adwords.google.com/select/KeywordToolExternal
@Mel66
12. Keyword Research
Keyword
3. Remove irrelevant terms designer jean brands
design jeans
jeans that fit
plus size designer jeans
cheap designer jeans
designer clothes
new designer jeans
designer jeans for women
white jeans
design jeans online
seven jeans
designer jeans womens
7 for all mankind jeans
buy designer clothing
lee jeans
jeans on sale
jeans sale
flare jeans
designer denim jeans
@Mel66 boyfriend jeans
15. Keyword Match Types
Exact Match: Triggers ads only when the search query
exactly matches the keyword
[designer jeans]
Will only appear for that exact query
@Mel66
16. Keyword Match Types
Phrase Match: Triggers ads when the search query
includes the keyword phrase in word order
“designer jeans”
May appear on searches for: black designer jeans
designer jeans size 10
women’s designer jeans
where can I buy designer jeans cheap
@Mel66
17. Keyword Match Types
Broad Match: Triggers ads when the search query
includes the keyword phrase in any order, as well as on
similar phrases and relevant variations
designer jeans
levis jeans
May appear on searches for: designer shoes
jean jackets
true religions
joes jeans
cheap jeans
what designer makes lucky brand jeans
@Mel66
18. Keyword Match Types
Modified Broad Match (Adwords only): Triggers ads when
the search query includes certain words within a keyword
phrase
+designer jeans
designer true religions jeans
May appear on searches for:
buy jeans from famous designers
But not for: levis jeans
cheap jeans
jean jackets
@Mel66
19. Keyword Match Types
Negative Match: prevents your ad from showing on
queries including the negative term or phrase
Eliminate brands you don’t sell: -lee
-american eagle
-levis
And low-conversion potential: -free
-cheap
-used
@Mel66
25. Ad Copy
By the way, these AREN’T USPs:
FedEx - The World On Time.
Nike - Just Do It.
De Beers - A Diamond Is Forever.
Miller Lite - Great Taste, Less Filling.
Ford Motor Co. - Drive One.
@Mel66
26. Ad Copy
Start writing your ads Why should someone click?
Sense of urgency
Include numbers – i.e. price
Include keywords
Write at least 2 ads per ad group
@Mel66
33. Account Setup
• Daily Campaign Budget
• Billing and Currency Settings
• Account time zone
• Ad Distribution – Geography
• Campaign Language
• Ad Distribution
• Ad Rotation
@Mel66
34. Account Setup
Key Setting #1:
Daily Campaign Budget – never more than you
can afford and are willing to spend per day
@Mel66
37. The Big Scary Quality Score
Quality score “looks at a variety of factors to measure how
relevant your keyword is to your ad text and to a user's
search query.”
If you follow the method I’ve outlined so far, you’ll have a
good chance at good quality scores.
@Mel66
38. Bid Management
Top Tips for Effective Bid Management:
• Keep it simple
• Don’t bid more than you can afford
@Mel66
39. What Are We Getting Out Of This?
Measure everything with conversion tracking
@Mel66
40. What Are We Getting Out Of This?
Evaluate with analytics – some are free!
FREE!
@Mel66
42. Facebook Ads
• Good for building fan base
• Can work for other activities (lead gen, ecommerce,
etc.) as long as visitors stay on FB
• Read “Killer Facebook Ads” by Marty Weintraub:
http://killerfbads.com/
“Now that you’ve had the wow-that’s-dry-stuck-in-your-throat hors d’oevres, it’s
time for the caviar, baby. (I don’t know about you, but I’m rocking out to “Black
Cat” by Janet Jackson for this section.)”
@Mel66
43. LinkedIn Ads
• Ads for jobs & professional services that are highly
targeted to professions can work well
• Can be effective driving conversions off LinkedIn to
an optimized landing page
• Read “6 Tactics for Awesome ROI on LinkedIn Ads”
article on Search Engine Watch by Joe Kerschbaum:
http://searchenginewatch.com/article/2113351/6-Tactics-for-Awesome-ROI-on-LinkedIn-Ads
@Mel66
44. Takeaways
PPC is more than a few keywords and a
credit card: plan, track, test
@Mel66