PPC and how to create a successful campaign - www.rio

1. Pay Per Click - PPC
The fundamentals of a good campaign

2. This is serious stuff!
Did the better
team win?

3. There’s no “one magical solution”
for a successful PPC
campaign

4. The POST Method/Model
• People
– Don't start a social strategy until you know the capabilities of your
audience.
• If you're targeting college students, use social networks. If you're reaching out
business travellers, consider ratings and reviews.
• Objectives
– Pick one; are you starting an application to listen to your customers, or
to talk with them? To support them, or to energize your best
customers to evangelize others?
• Strategy
– Strategy here means figuring out what will be different after you're
done. Do you want a closer, two-way relationship with your best
customers?
• Technology
– A community, a wiki. A blog or a hundred blogs. Once you know your
people, objectives, and strategy, then you can decide with confidence.
More about POST = http://goo.gl/cGI6

5. The message
• Using PPC there are many ways to put your message
out there.
• You can do Search, Display and Video marketing via
YouTube.
• All placements that can highly benefit your overall
marketing efforts and you should consider them all.
• To start with you must identify initial goals and main
Key Performance Indicators (KPI’s)
– What are you hoping to gain from the campaign?
• 10 Sales?
• 100 Calls?
• 1000 Visits? etc.

6. Make sure you have
Analytics in place
To track impact!

7. Key Performance Indicators (KPI‘s)
• After you’ve identified your main KPI’s you start
doing some research e.g. keyword research,
seasonality (you might be selling skiing equipment )
and, probably one of the most undervalued,
competitive research.
• Most of those starting PPC think they have a pretty
good idea about the competition in their niche. But
forget that offline competition isn’t always the same
as online competition.
– Quite the opposite, it’s sometimes totally different.

8. Structure
• When it comes to campaign structure you have to
remember that the Search Network and Display
Network are different.
– Split them up
• Search Network
– Your ads are not only displayed on Google but also on their
partner sites
TOP OF MIND -
TOP OF SEARCH

9. Organizing your campaigns
• There are many ways you can structure you
campaign, if you’re having any difficulties deciding
how to organize them ask yourself these basic
questions:
– How much are you willing to spend on the product/s?
• You set your budget at the campaign level
– Do I have clients overseas?
– Do they all speak the same language?

10. Segmentation
• Break-up/segment your accounts as much as
possible, remember that most potential clients “just”
scan the Search Engine Result Pages (SERPS) as
opposed to actually reading them.
• Creating ad groups around the keywords is a best
practice and in most cases ensures good Click
Through Rate (% CTR’s) e.g. by using keywords in the
headline of the ads etc.
• This also makes sure that your spend is optimized
and you do not what is called “Google stupid tax”.

11. The impact of segmenting
• One of the reason good Click Through Rate (%CTR) is
so important is Quality Score.
– %CTR and relevance are the number 1 and 2 factors that
influence Quality Score.
• The higher the quality score is the higher your ad
rank is compared to your bids and since the actual
Cost Per Click (CPC) is calculate like so (Ad Rank of
the advertiser below / your quality score) quality
score can, depending on the size of the budget.
– This impacts the Return of Investment (ROI)

12. What to have in mind
• There’s a different mentality behind searches like e.g.
“cheapest flights to Tehran” and “flights to Tehran”
• Don’t implement all related keywords in the same ad
groups, while e.g. tours, deals, trips, vacation,
holiday packages etc. might be related.
• Split them up to keep the relevancy between the ad
copy and keyword as high as possible – again, most
likely result in high %CTR
• By segmenting your campaigns by for example
related services or products you can use services like
site-links more effectively.

13. A/B Testing
• Use the “right” landing pages – it’s a fact that it takes
a potential client less than 3 seconds to decide
whether the landing-page is a fit for his needs or not.
– If I’m looking for Iran holiday packages I want to see the
offers direct not land on the homepage.
• Try all match types, when you’ve found a strong
influential keyword you can create an ad group with
ad copy revolving solely on that specific word.
– The basic match types are: *Exact match+ “phrase match”
and broad match

14. The Display Network

15. The Display Network
• Segment your accounts
• If you’re using banner creative try splitting them up
by size. That way you can more effectively a/b test
your ads.
– Remember that there are various amounts ad space for
each size.
– Try all of the targeting methods available e.g. Audiences
and Topics.

16. Developing the account
• Look at the search query reports in your keyword
tabs, there you can find many opportunities that will
benefit your marketing efforts.
• Continue to optimize the campaign, don’t leave in its
original state.
• Optimization is key towards perfection
• Look at the Analytics data
• Bottom line: Research is the key to success. By taking
time to segment your PPC campaign based on your
products, research/client’s needs you’ll have a
healthy start and a good edge on your many of
competitors.

17. Optimize towards perfection!

18. Bottom line
• Research is the key to success.
• By taking time to segment your PPC campaign based
on your products, research/client’s needs you’ll have
a healthy start and a good edge on your many of
competitors.
• Make sure you have analytics implemented and that
you use the information provided

19. Kristján Már Hauksson
THANK YOU