intro to ppc / sem (google adwords)

PPC101

Best Practices

Measurement & Improvement

DIY or Agency?

Download this slide deck at http://bit.ly/ppcintro2015

Please ask questions along the way!


Coding since 6 years old

Creating websites since 1997

Working in e-commerce (and with AdWords) for 10 years

Marketing MBA


PPC technically refers to any form of “Pay Per Click” advertising, where you’re paying for each click on an ad


3 common types

Banner ads

Social ads

Search engine ads (a.k.a. “SEM” or “Search Engine Marketing”)



Instant

So much faster than SEO

User Intent

They’re looking for you NOW!

Can be VERY expensive for certain industries

HUGE potential to waste money if account not managed properly



Market share as of Mar 2015

Bid determines position



Campaign

Ad Group

Keywords & Ads

Ad Group

Keywords & Ads

Ad Group

Keywords & Ads


Tables

Small Kitchen Tables

-Small kitchen tables

-Kitchen tables small

-Compact kitchen tables

Large Kitchen Tables

-Large kitchen tables

-Kitchen tables large

-Big kitchen tables

Small Dining Room Tables

-Small dining room tables

-Dining room tables small

-Compact dining room tables

Large Dining Room Tables

-Large dining room tables

-Dining room tables large

-Big dining room tables


HIGHLY relevant to the ad

Small kitchen table ad should go to the page about small kitchen tables. Etc.

SUPER simple – NO menus – ONLY ONE call-to-action


NO menus

ONE call-to-action


▪ Headline consists of key phrase

▪ Line 1 contains key phrase again

▪ Line 2 contains call-to-action

▪ Display URL contains (at least part of) key phrase


Pink Blouses ≠ Red T-Shirts

≠


▪ Broad match (default)

▪ Wasteful free-for-all – DO NOT USE!

▪ Modified broad match

▪ +pink blouses = Must contain “pink”

▪ +pink +blouses = Must contain “pink” AND “blouses”

▪ Phrase match

▪ “pink blouses” = Must contain the PHRASE “pink blouses” i.e. “small pink blouses”

▪ Exact match

▪ [pink blouses] = Must be typed EXACTLY that way


▪ Negative broad match – BE CAREFUL!

▪ top = No variation of top (i.e. tops, tank tops)

▪ Phrase match

▪ “tank top” = Nothing with the whole phrase “tank top” will trigger an ad, but anything else with “top” still can (i.e. “pink top”)

▪ Exact match (default)

▪ [pink blouses that are sold by a big store in NJ] = Useless –only blocks when types EXACTLY that way


Ensure that ALL important calls-to-action are tracked in Google Analytics and imported into AdWords as conversions

▪ CALLS – yes, calls. You CAN track when someone LOOKS at the phone number on your site and dials it

▪ Sales / Orders

▪ Contact forms

▪ Click to chat (live chat)

▪ Click to call / email

▪ Newsletter subscribes

▪ Content downloads

▪ Whatever else is important to you


Which terminology generates a better click through rate (CTR)?


Device

▪ Phone vs. Desktop

Dayparting

▪ Day of week and/or time of day

DesiredPosition#1 isn’t always best!

Regional


Would you do your own stock trading? Yes, if you had the…

Time & interest level to learn & manage

▪ Interested enough to get trained & certified?

▪ Time to spend several hours per week managing the account?


When vetting an agency, verify current Google Partner status

▪ Search at http://partners.google.com

Not all Partners are created equal – ask for:

▪ Case studies and sample results, such as:

▪ Increases in CTR (click through rate) and conversion rate

▪ Decreases in CPC (cost per click) and CPA (cost per acquisition)

▪ Sample monthly reports. Look for:

▪ Improved performance

▪ Narrative comments analyzing performance

▪ How often you’ll speak on the phone.

▪ Do they do standing monthly calls?

http://partners.google.com/


PPC 101 Instant & High Level of Intent Can be expensive Needs to be managed properly

Is SEM right for you? Do some ROI estimating

Best Practices Account structure

▪ GRANULAR

Landing Pages▪ SIMPLE

Ad Copy▪ Keywords, CTA

Control Synonyms▪ Match Types▪ Negative KWs ▪ SEARCH TERM REPORT

Measure & Optimize▪ Conversion Tracking▪ A/B Testing▪ Bid Optimization

DIY or Agency?▪ Time? Interest Level?▪ Vet agencies throroughly

Download this slide deck at

http://bit.ly/ppcintro2015

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