search engine optimization & internet marketing

5 Steps to PPC Success

Search Engine Marketing, Display Advertising, Social Media

Pay-per-Click Management

Get Educated

Keyword Research

Campaign / Ad Group Setup

Budgets and Bidding

Landing Page Optimization

@mark_barrera

The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads

These properties include: Search sites, content pages, newsletters, email services & discussion boards

Search partners,including:

Google properties,including:

The Google Network

reaches over 80% of

Internet Users worldwide

Content publishers,

including:

80%

GoogleNetwork

80%

Others20%

Account Management@mark_barrera

Get Educated

Eat Their Food

@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.

@mark_barrera

Keyword Research

Google Tools

Bing Tools Analytics SEMRush UberSugge

st Keyword

Discovery

@mark_barrera

Keyword Research

SEMRush / SpyFu / KeywordSpy

@mark_barrera

Keyword Research@mark_barrera

Yahoo Clues

Keyword Targeting

Mind Maps

@mark_barrera

Keyword Targeting

Purchase

Informational

News

How-to’s

Geographical

Informational

News

How-to’s

Negatives

@mark_barrera

Keyword Match Types

1. Exact – Will never capture full market share

2. Phrase

3. Broad Match Modifier

4. Negative Keywords – Very Important

@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

@mark_barrera

Ad Group Structure

THIS

@mark_barrera

Not This

Ad Testing

Ad Copy Tests: HeadlineKeyword Insertion Call to Action – Call TodayURL – (sub)domain vs subfolder Symbols - ™Unique Selling PropositionSeasonality

@mark_barrera

Ad Targeting Location Matters: you can target ads by location and

language

@mark_barrera

Targeting options: you can target ads by location and language

Regional/Local, Country, Global & Customized Targeting

40 different language targeting options to choose from

Ad Targeting@mark_barrera

Ad Extensions

Location extensions:

Call extensions:

Social extensions:

Product extensions:

Seller ratings:

Sitelinks:

Offer extensions:

Dynamic Search Ads:

@mark_barrera

Metrics Matter: Don’t focus on one or two metrics

@mark_barrera

Bid Analysis

Bidding Automation

Automate: Use ‘Automated Rules’ to make management easier

Regional/Local, Country, Global & Customized Targeting

40 different language targeting options to choose from

@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?

@mark_barrera

Landing Page Optimization@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.

@mark_barrera

Track EVERYTHING@mark_barrera

Bonus: AdWords Scripts

https://developers.google.com/adwords/scripts/Easier to use than APIsMore powerful than AdWords EditorGreat post at SEL on some uses

http://selnd.com/XCi6Uy

@mark_barrera

Paid Search Enhances SEO

Keywords ranking 5th or lower can drive 96% incremental traffic using PPC

@mark_barrera