This is a presentation on the relevancy of search marketing in an increasingly complex digital marketing landscape as well as on the fundamentals of putting a PPC campaign together.

1. SEARCH MARKETING
ESSENTIALS
PPC marketing in a changing
digital landscape
By John Barron

2. PPC or SEO

3. PPC or SEO
According to a study by Engine Ready, based on
traffic to 26 e-retail sites in a 12-month period,
visitors who arrive at a retailer's site from paid
search ads are 50% more likely to buy than
those who come from clicking on a natural
search link. The conversion rate from paid search
is 2.03% versus 1.26% from organic search, as
reported by Internet Retailer.

4. Search or Social

5. Search or Social
The Internet is expected to be the biggest
contributor of new ad dollars to the global
market. This strong momentum will position the
Internet as the second-biggest advertising media
globally, this year or at the latest next year, ahead
of newspapers. (MAGNAGLOBAL)
The largest driver of digital media
spending is search marketing.

7. Companies Still Rely On It
Why PPC?

8. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control

9. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control
• Great tracking

10. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control
• Great tracking
• Control experience

11. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control
• Great tracking
• Control experience
• Variable budgets

12. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control
• Great tracking
• Control experience
• Variable budgets
2. Constantly Evolving

13. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control
• Great tracking
• Control experience
• Variable budgets
2. Constantly Evolving
• Local

14. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control
• Great tracking
• Control experience
• Variable budgets
2. Constantly Evolving
• Local
• Mobile

15. Companies Still Rely On It
Why PPC?
1. It Gives A Company Control
• Great tracking
• Control experience
• Variable budgets
2. Constantly Evolving
• Local
• Mobile
• Other changes

22. THE BASICS
Getting Started

23. THE BASICS
Getting Started
1. Is Pay-Per-Click Marketing on Google Good
For Your Business?

24. THE BASICS
Getting Started
1. Is Pay-Per-Click Marketing on Google Good
For Your Business?
• Do users search for your product or
services on Google?

25. THE BASICS
Getting Started
1. Is Pay-Per-Click Marketing on Google Good
For Your Business?
• Do users search for your product or
services on Google?
• Are your competitors already there?

26. THE BASICS
Getting Started
1. Is Pay-Per-Click Marketing on Google Good
For Your Business?
• Do users search for your product or
services on Google?
• Are your competitors already there?
• Content Network is alternative

27. THE BASICS
Getting Started
1. Is Pay-Per-Click Marketing on Google Good
For Your Business?
• Do users search for your product or
services on Google?
• Are your competitors already there?
• Content Network is alternative
2. Define Your PPC Goals

28. THE BASICS
Getting Started
1. Is Pay-Per-Click Marketing on Google Good
For Your Business?
• Do users search for your product or
services on Google?
• Are your competitors already there?
• Content Network is alternative
2. Define Your PPC Goals
• You only can achieve a click

29. THE BASICS
Getting Started
1. Is Pay-Per-Click Marketing on Google Good
For Your Business?
• Do users search for your product or
services on Google?
• Are your competitors already there?
• Content Network is alternative
2. Define Your PPC Goals
• You only can achieve a click
• Goals become your kpi’s

31. Small Biz Like Big Biz
The Fundamentals

32. Small Biz Like Big Biz
The Fundamentals
1. No Analytics, No Success

33. Small Biz Like Big Biz
The Fundamentals
1. No Analytics, No Success
• Must track a minimum of leads/sales

34. Small Biz Like Big Biz
The Fundamentals
1. No Analytics, No Success
• Must track a minimum of leads/sales
• Phone # Tracking (AdInsight.com, list: http://
bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ,
Adwords Call Metrics: http://bit.ly/uSt8Cv )

35. Small Biz Like Big Biz
The Fundamentals
1. No Analytics, No Success
• Must track a minimum of leads/sales
• Phone # Tracking (AdInsight.com, list: http://
bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ,
Adwords Call Metrics: http://bit.ly/uSt8Cv )
• Analytics and Conversion Tracking

36. Small Biz Like Big Biz
The Fundamentals
1. No Analytics, No Success
• Must track a minimum of leads/sales
• Phone # Tracking (AdInsight.com, list: http://
bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ,
Adwords Call Metrics: http://bit.ly/uSt8Cv )
• Analytics and Conversion Tracking
2. Other Indicators

37. Small Biz Like Big Biz
The Fundamentals
1. No Analytics, No Success
• Must track a minimum of leads/sales
• Phone # Tracking (AdInsight.com, list: http://
bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ,
Adwords Call Metrics: http://bit.ly/uSt8Cv )
• Analytics and Conversion Tracking
2. Other Indicators
• Bounce rate

38. Small Biz Like Big Biz
The Fundamentals
1. No Analytics, No Success
• Must track a minimum of leads/sales
• Phone # Tracking (AdInsight.com, list: http://
bit.ly/s6IGeI, tips: http://selnd.com/sJ8JIZ,
Adwords Call Metrics: http://bit.ly/uSt8Cv )
• Analytics and Conversion Tracking
2. Other Indicators
• Bounce rate
• Avg. pageview, time on site

40. Building Your Campaign
Specific Vs. General

41. Building Your Campaign
Specific Vs. General
1. Buckets

42. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup

43. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors

44. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors
• Misspellings, competitor names

45. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors
• Misspellings, competitor names
• 4-word plus terms best opportunity

46. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors
• Misspellings, competitor names
• 4-word plus terms best opportunity
2. Ad Copy and Landing Page

47. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors
• Misspellings, competitor names
• 4-word plus terms best opportunity
2. Ad Copy and Landing Page
• Try to use keywords in ad (better QS)

48. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors
• Misspellings, competitor names
• 4-word plus terms best opportunity
2. Ad Copy and Landing Page
• Try to use keywords in ad (better QS)
• Never just the homepage

49. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors
• Misspellings, competitor names
• 4-word plus terms best opportunity
2. Ad Copy and Landing Page
• Try to use keywords in ad (better QS)
• Never just the homepage
• Compelling language, key selling point

51. Get It Going
Track Early and Often

52. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch

53. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches

54. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work

55. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities

56. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2. Always Try New Buckets, Cut The Bad

57. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2. Always Try New Buckets, Cut The Bad
• Example of funeral homes, cities

58. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2. Always Try New Buckets, Cut The Bad
• Example of funeral homes, cities
• Conversion Optimizer, Enhanced CPC

59. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2. Always Try New Buckets, Cut The Bad
• Example of funeral homes, cities
• Conversion Optimizer, Enhanced CPC
• Multiple ads, Ad Extensions

70. The Big Idea
Budget

72. The Big Idea
Budget

78. Summary
What To Remember

79. Summary
What To Remember
1. Is PPC Right For The Business

80. Summary
What To Remember
1. Is PPC Right For The Business
2. Tracking Is Essential, KPI’s

81. Summary
What To Remember
1. Is PPC Right For The Business
2. Tracking Is Essential, KPI’s
3. Buckets of Terms

82. Summary
What To Remember
1. Is PPC Right For The Business
2. Tracking Is Essential, KPI’s
3. Buckets of Terms
4. Ads and Landing Pages

83. Summary
What To Remember
1. Is PPC Right For The Business
2. Tracking Is Essential, KPI’s
3. Buckets of Terms
4. Ads and Landing Pages
5. Monitor, Test and Adjust (AdPreview
Tool: http://bit.ly/TxB12l)

85. Some Industries
Food For Thought

86. Some Industries
Food For Thought
1. Online Retail

87. Some Industries
Food For Thought
1. Online Retail
• All online

88. Some Industries
Food For Thought
1. Online Retail
• All online
• Branding still required

89. Some Industries
Food For Thought
1. Online Retail
• All online
• Branding still required
2. Real Estate

90. Some Industries
Food For Thought
1. Online Retail
• All online
• Branding still required
2. Real Estate
• Local pushes destination

91. Some Industries
Food For Thought
1. Online Retail
• All online
• Branding still required
2. Real Estate
• Local pushes destination
• National pushes service

92. Some Industries
Food For Thought
1. Online Retail
• All online
• Branding still required
2. Real Estate
• Local pushes destination
• National pushes service
3. Law Firms

93. Some Industries
Food For Thought
1. Online Retail
• All online
• Branding still required
2. Real Estate
• Local pushes destination
• National pushes service
3. Law Firms
4. Tourism

94. JOHN BARRON
facebook.com/jfbppc
slideshare.net/JohnBarron1
@jbster13