major keys to ppc
TRANSCRIPT
🔑Major Keys to PPC🔑Conducting Research, Building Campaigns, Keeping
Clients Happy
@poppareese
@poppareese
About Reese Garcia (@poppareese) 1. Director of Paid Search at
Pear Analytics
2. Published on ppchero.com
3. #PPCIronMan
4. Kanye fan
5. Recovering English major
Let’s talk aboutKeyword research
Landing page analysis
Campaign buildouts
Understanding client goals & conveying PPC value
Keyword Research
“shoes”
“Adidas Mens Yeezy Boost 350 V2 'Beluga' Grey/Beluga-Solar Red Fabric Size 5, Men's”
Purposes of Keyword Research in 2016 🔑 To develop a new account
🔑 To grow incremental revenue/conversions in your account
🔑 To identify new themes for your account
Applying Keyword Research in 2016 🔑 Expand on top-performers
🔑 Understand the difference between industry terms and how consumers might be searching
🔑 Research your competitors
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Interest
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Interest
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Interest
Competitor websites
Landing Page Analysis
LIFT Model Criteria
🔑 Value prop
🔑 Relevance
🔑 Clarity
🔑 Urgency
🔑 Distractions
🔑 Anxiety
Synthesize Your Keyword Research & Landing Page Analyses
Campaign Buildouts
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Plan Out Your Account’s Structure
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Plan Out Your Account’s StructureOrganize your campaigns by
themes
Organize your ad groups by sub-themes
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What kinds of themes?1. Based on the structure of your
website
2. Based on products / services offered
3. Based on locations
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Account ExampleKeyword: “baylor football jerseys”
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Themes
Sub-themes
SINGLE KEYWORD AD GROUPS
[san antonio food delivery]“san antonio food delivery”+san +antonio +food +delivery
Client Communication
FAQsWhat is your preferred mode of communication with your client / boss? Why?
How technical do you get with client / bosses on the details of PPC?
When is client / boss miscommunication most likely to happen?
What kind of timeline makes sense for establishing / hitting PPC goals?
What traits go hand-in-hand with effective PPC management?
How should account managers communicate with clients?
Resources
Match Types
Match Types
Links
🔑 https://klientboost.com/ppc/single-keyword-ad-groups/
🔑 https://www.widerfunnel.com/lift-model/
🔑 https://www.semrush.com/
Links
🔑 https://www.spyfu.com/
🔑 http://www.wordstream.com/blog/ws/2014/10/07/long-tail-keyword-myth
🔑 https://www.google.com/intl/en/adwordseditor/