http://wojodesign.com
Learn how to tap in to this ever-growing advertising opportunity to improve your bottom line. Pay-Per-Click advertising offers huge benefits over traditional marketing avenues. Costs can be extremely low and you can easily control your budget. Plus, PPC advertising offers detailed analytics you can use to truly understand how effective your campaign is. With sophisticated tracking, you can figure out your return on investment.
In this presentation, you will learn:
1.) How to create themed ad groups so that you pay pennies per click rather than dollars.
2.) How to set up advanced targeting using geo-location so that you can target a particular country, state, or even city.
3.) How to use "negative keywords" to avoid unprofitable clicks.
4.) How to increase your quality score so that your ads get special
treatment - you'll pay less per click and get ranked higher in the listings.
5.) How to closely measure your campaign so that you can understand your ROI - and take steps to improve it.
Getting started with Google Adwords is easy, but without a firm understanding of these advanced strategies, you could easily overpay and underperform. Learn the strategies that will help you maximize ROI and get the most out of PPC advertising.
2. (989) 750-1544hello@wojodesign.com
Table of Contents
1. What is PPC?
2. Why Should I Use PPC Advertising?
3. Organizing your PPC Campaign.
4. PPC Best Practices
1. Quality Score
2. 10 Ways to Optimize your Budget
3. 5 Ad Writing Tips
4. (989) 750-1544hello@wojodesign.com
PPC (Pay Per Click)
n PPC - Advertisers only pay when their ad is
clicked.
n Usually refers to search engine PPC campaigns.
n Google Adwords
n Yahoo Search Marketing
n Microsoft AdCenter
8. (989) 750-1544hello@wojodesign.com
Google Adwords - Key Terms
n Campaigns - How you organize your Ad Groups.
n Ad Groups - How you organize your keywords.
Keywords in the same Ad Group trigger the same
ad text (or creative). It's best to group your
keywords thematically so you can target ads toward
each theme, product line, or promotion.
n Creatives - The different executions of your ad.
Every word change is a different creative. Typical to
run two to four creatives per Ad Group.
10. (989) 750-1544hello@wojodesign.com
4 Reasons to Use PPC
1. Easily control your budget.
2. Advertise to highly targeted prospects.
3. Easy to closely track and measure results.
4. Synergies with your organic SEO campaign.
16. (989) 750-1544hello@wojodesign.com
2.) Select Keywords
1. Expand Keyword List (Brainstorming)
2. Refine List
1. Selectively choose likely ‘conversion’ keywords.
2. Consider competition and price.
3. Group into thematic ad clusters.
17. (989) 750-1544hello@wojodesign.com
3.) Develop Ads
1. Clearly state customer benefits.
2. Include keywords in the headline.
3. Clearly state the call to action.
4. Test multiple creatives by Ad Group.
18. (989) 750-1544hello@wojodesign.com
4.) Track Results
n Tight integration with Google Analytics
n Track revenue earned per keyword.
n Locate highly profitable words.
n Locate unprofitable words.
22. (989) 750-1544hello@wojodesign.com
Quality Score - An algorithm used in the Pay Per
Click advertising platforms for ranking the relevancy
of landing pages to their corresponding PPC
advertisements and keywords. Higher quality scores
indicate a stronger correlation - thus giving the
customer what they are searching for.
What is Quality Score?
23. (989) 750-1544hello@wojodesign.com
1. Click-through Rate.
2. Ad/Keyword Relevancy.
3. Landing Page
1. Relevancy
2. User Experience
3. Loading Time
Components of Quality Score
Click Through Rate (CTR)
60%
Keyword Relevancy
25%
Landing Page Quality
15%
32. (989) 750-1544hello@wojodesign.com
Match Type Will Match... Matching Examples
Broad Match
Words anywhere in phrase
Misspellings
Pluralizations
Synonyms
What is broad match?
Broad matches are easy.
Generic match
“Phrase Match”
The exact phrase anywhere
in the search query
What is phrase match?
Phrase match is more specific
[Exact Match] Only the exact search query. exact match
+Modified +Broad
Words with “+” in front must
exist somewhere in the search
query, or a close variant
(misspelling, etc.). Will not
match synonyms.
What is a Modified search broad query?
Modified broads are new.
55. (989) 750-1544hello@wojodesign.com
Conclusion
n A well organized PPC campaign may be an
effective means of increasing business.
n Use in conjuction with other marketing efforts,
including email marketing and organic search
engine optimization.