Consumers make more than 160 billion searches per month on various websites. These consumers view ads billions of times per day from various banner networks and social media platforms. PPC platofrms, such as Google and Facebook Ads epower you with tools to drive the to your website. Anyone can do it, but doing it successfully requires strategy. Join me as I explain what PPC capaign strategy is, and how develop your own run successful campaings.
3. BUT FIRST, MEET JOEL
Grew Up in
Orlando, Florida
One of Google
AdWords First 300 Users
Somehow Ended Up
Living in the Northeast
of Brazil For 6 Years Moved to Israel in 2009
Fell in Love with PPC
while Working at Wix
Briefly Worked
at Similarweb
Founded
Qualityscore Late 2012
Just Launched
PPC Designs
5. COMPONENTS OF EFFECTIVE STRATEGY
Audience
The Right Tools
Best Ad
Destination
Effective
Optmization
6. WHO THEY ARE
Location
Age
Gender
Parental status
Ireland
Female
25 years old
Male
29 years old
Switzerland
Male
56 years old
Canada
Female
19 years old
JapanFemale
32 years old
Male
41 years old
Male
36 years old
France
Father
Mother
Mother
Father
14. WHAT ARE THE TOOLS
Google Search Ads
Bing Search
Display Advertising
Native Advertising
Outbrain/Taboola
Facebook/Instagram/Twitter
Reach people by what
they are looking for
Reach people who
are browsing
Reach people who
want to read
Reach people on
social networks
Video
Reach people
watching video
16. SELLING TO THESE USERS
They express their intent
with a search
They are actively researching a
particular product on a website
Search Advertising Display Advertising
Fewer in numbers
Most expensive traffic
Higher conversion rates
17. THE RIGHT ADS FOR THESE USERS
Must clearly reflect
what users are
searching for
Experiment ways to
reflect what users
are thinking
Always end
with a clear
CTA
Should be straight
& to the point with
little fluff
18. LANDING PAGE – WHERE YOU SEND THEM
• (1) Headline which reflects their search
• (2) An image of what they are looking for
• (3) Short sales copy
• (4) Clear call-to-action
• (5) Element to show credibility of the vendor
(usually under the CTA)
(1)
(2)
(3)
(4)
(5)
20. TURN AWARENESS INTO ACTION
These users need to be educated about your product
They are targeted by who they are & what they are interested in
Display, video, social PPC as well as content marketing are possible tools
They are many times more plentiful than those ready to take action
Their conversion rates are lower
Their traffic is cheaper
21. THE RIGHT ADVERTISING MESSAGE TO REACH THESE USERS
The ad must entice the click, not sell
The message should relate to the
problem not the solution (product)
Message must be clear
Tone down the graphics
Always have a clear CTA
22. LANDING PAGE – WHERE YOU SEND THEM
• (1) Sales copy is longer
• (2) It’s quality matter more
• (3) Video sales letters can help
• (4) Offer and price shouldn’t
be immediately apparent
(1)
(2)
(3)
(4)
24. SUCCESS STARTS WITH ROI
ROI =
(Sales Value) x CVR________________
CPC
THE FACTORS THAT DETERMINE ROI
Sales value
Conversion Rates
Price paid per click
29. CONCLUSION
Who your potential customers are and how well they know your product should dictate:
Which PPC channel you use
The type of messaging you use
Your landing page copy
Effective Optimization increases ROI by:
Lowering cost per click with A/B testing
Improving visitor value by increasing conversion rates
Improving visitor value with better targeted traffic