intro to ppc keyword research and ad writing
DESCRIPTION
Intro to PPC Keyword Research and Effective Ad Writing presentation at HCC for Houston Internet Marketing PPC Seminar.TRANSCRIPT
Search Engine Marketing
Site: http://www.schipul.comBlog:
http://www.thesemblog.com
Pay Per Click Marketing
Keyword Research & Ad Copy Effectiveness
Google: Paid Ads
What Is Really Important ?• Can’t write ads until you focus on
the underlying campaign structure and research Keywords for your target audience.
http://www.bruceclay.com.au/ppc-hierarchy-of-needs.htm
Keyword Research: Brainstorming Your Goal
Keyword:Expansion
• Write Down as many terms as related to your campaign. Need ideas?
• Competitors
• Blogs
• Site Search Data – Google Box
• Phone Conversations
• Regional Language (coke vs. soda vs. pop)
Free: http://adwords.google.com/select/KeywordToolExternalFree: http://www.google.com/insights/search/# Paid: http://www.wordtracker.com
Keyword Research Suggestion Tools
Keyword Suggestion Tools• Free: http://www.google.com/insights/search/
• Paid: http://www.KeywordDiscovery.com , http://www.spyfu.com
Keyword:Grouping
• Group in related lists
Keywords:Refine
• Refine to phrase and exact match and remove generic terms
• Broad: gourmet coffee
• Phrase: “chocolate coffee beans”
• Exact: [coffee beans]
• Negative: - tea
Keywords:Quality Score
• Not just about the money (bids)
• Keep phrases, landing page and ad copy closely targeted
• Don’t stuff ads, CTR is part of Quality Score
Don’t pick overly competitive keywords unless you have an unlimited budget
Are You a Billionaire?
Chris Anderson: The Long Tail
Effective Ad Copy
Ad Copy:What People Look For
• Readable Text
• Keywords in the Ad
• Cautious, Value Driven
• Spontaneous
• Reverse Psychology?
http://pewinternet.org/Data-Tools/Download-Data/Trend-Data.aspx
Ad CampaignSet-Up
• Write Headline
• If possible, put the keyword in the title
• Use a Call-to-Action
• Include Benefits
• Look at other markets
Dynamic Keyword Insertion - DKI
• Complicated, but can be very targeted.
• Character Count Matters
• Awkward Wording
• Trademark Violations
http://www.wordstream.com/dynamic-keyword-insertion
Analytics can help PPC setup
Pay Per Click: Topics to Consider•Testing – Run 2-4 ads against each other for Click Thru Rate
•Rewrite poorly performing ads better than highest CTR
•Link ads to the most relevant page on your site
Pay Per Click: Ad Testing•Running a new ad against a seasoned ad is not valid A/B Test.
•Quality Score factors in ad rank, CTR and conversion rates
•Launch new ads and revision of old ads at the same time.
Types of Ads - Expand Campaigns
• Text Ads - Content Networks
• Mobile Ads
• Image Ads
• Map Ads
• Ad Extensions
Let’s Review
• Keywords are part of Foundation
• Brainstorm Keywords
• Group & Refine
• Ad Copy Structure
• Competitive Ads
• Watch and tweak your campaign
Search Engine MarketingSchipul – The Web Marketing Company
Phone: (281) 497.6567 x 533Email: [email protected] Site: www.schipul.com Blog: www.thesemblog.com