2. ABOUT ME
- Former Arc Worldwide/Leo Burnett Creative.
- Started Tribe9 Interactive.
- Founder & CEO of CraftJack, sold in June to HomeAdvisor
- Co-Founder of Mystery Tackle Box, Launched in July.
- Over $5,000,000 in PPC spend on my startups.
Follow/tweet me: @tallross
7. ELEMENTS OF PPC
• Campaigns
• Keywords
• Ads
• Ad groups
• Negative keywords
• Quality score
BEFORE YOU START: Make sure conversion tracking is set
up properly! (Tools > Conversions).
Also set up Google Analytics!
8. CAMPAIGNS
Network targeting
Google search, search partners, content network
Device targeting
Mobile device, desktop
Location targeting
Country, city, state, metro, zip code,
Budget
Daily spending cap.
*Google announced “enhanced campaigns” on 2/6/13
9. KEYWORDS
More Exact match: [roofing contractor]
targeted Ads show for: roofing contractor
Ads won’t show for: roofing contractors, roofers, roofing.
Phrase match: “roofing contractor”
Show for: roofing contractor, roofing contractors, top roofing
contractors
Ads won’t show for: roof contractor, roofing, roofingcontractor
Less
targeted Broad match: roofing contractor
Show for: roofing, roofers, fix asphalt roof, roofing contracts
CPC/CR
10. NEGATIVE KEYWORDS
Excludes searches containing specific words from
showing your ads.
You bid on keyword “roofing contractor” (phrase) your ad shows for:
• free roofing contractors
• Roofing contractor jobs
• Roofing contractor proposal templates
Add negative keywords:
-free roofing Tip: use “search query” report
-jobs to find new negative
keywords.
-proposal
11. ADS
- Use keywords in ads
- Always test multiple ads
- Test headline vs headline and body copy vs body copy
- Test different offers (free shipping vs discount)
- Test different wordings for same offer (% off vs $ off)
- No more than 3-4 ads at once!
- Try and use “Free” in any way possible.
- Match offer to landing page
12. AD GROUPS
- Used to group “keywords” with “ads.”
- Group based on search intent.
- “buy” words vs. “research” words.
- “Local” vs. “general”.
- Specific, tightly-grouped is better.
- 10 to 20 keywords tops
- Specific ad groups = better CTR = lower CPC
15. QUALITY SCORE
• Alters your your CPC
• Based on combo of CTR, Ad Relevance & Landing Page
Tips to increase QS:
• Keywords in ads
• Split test ads
• Tight ad groups
• Keywords in landing pages
16. SET-UP PROCESS:
Group
Create Brainstorm
Keywords in
campaign keywords
Ad groups
Scale! Optimize
(add more (test ads,
Write ads
keywords) adjust bids,
negatives)
20. EASY STRATEGY 1:
BID ON YOUR BRAND
- Easy way to increase your account performance history.
- Split test CTR on brand messaging.
- Reputation management.
- Increase bids for competitors bidding on your brand.
- Capitalize on offline or social advertising.
- Monitor brand searches. (search query report)
TIP: Also bid on your competitor’s brand to piggyback on their
traffic and monitor their search impressions.
22. EASY STRATEGY #2
[EXACT MATCH] “BUY” TERMS
- Start with 5-10 ad groups for “buy mode” terms.
- Create ad groups with 5-10 [exact match] keywords only
targeting one phrase.
- Make sure ad copy has that phrase.
Keywords Ad
[widgets for sale]
[widget for sale] Widget Sale -30% Off
[widgets on sale] Free Shipping & Returns, Ay Widget!
[widget on sale] Expires 2/31/13. Order Now!
[widget sale] www.WidgetMan.com
[widgets sale]
23. EASY STRATEGY #3
“IN” FOR LOCAL SEARCH
- Easy to understand search intent.
- Increase CTR with local ads
- Captures phrases with City, State, Zip
“house painters in” Ad
Local House Painters
House painters in Chicago Get Free Quotes From Painters
In Your Area. Start Now…
House painters in 60645
www.LocalPainterQuotes.com
House painters in IL
25. IMPORTANCE ON A/B TESTING
Imagine you sell widgets for $50 each…
Scenario A – 10% conversion rate
10,000 visitors a month
1,000 widgets sold a month
$50,000 revenue per month
With a 10% increase in conversion rate…
Scenario B – 11% conversion rate
10,000 visitors a month
1,100 widgets sold a month
$55,000 revenue per month - $60,000 increase per year!
26. 5 THINGS TO A/B TEST
- Your headline. (Brand messaging. Keep it simple)
- Your main image.
- Your call to action, offer or promotion.
- Your form length.
- Main navigation.
28. SETTING
EXPECTATIONS
- You will lose money!
- You will make money!
- There’s a lot more to learn!
- Things will change!
- You will love AdWords!
- You will HATE AdWords!
