How to Manage a PPC Campaign (the basics)

Agenda

• Generating Keywords• Buying Cycles• Crating Ads• Landing Pages

Keywords—How to Generate Them

• Brainstorm• Use a tool that makes it easy for you to

manipulate your lists www.goodkeywords.com FREE

• Pick terms that a customer might use to describe what you have (Pain Factor)

• Analyze your site and research competitors sites

• Categorize

The Pain Factor Example

• You are a business traveler and have been using a heavy computer laptop for the last two years. You decide it is time to buy a new laptop. You are looking for an ultra portable laptop. What keywords are you going to use to look for your ideal laptop?

laptop portability, slim laptop, ultra portable laptop, light laptop…

Where are all the big companies like HP, Dell Toshiba and retailers like BestBuy and Circuit City

They are all right here paying more that $25 per click on the keyword “computers”

The Pain Factor

• The Pain Factor helps you identify niche keywords (you would only pay about $.10 for the keyword “laptop portability”). It also helps you know your customer better.

Keywords—Guidelines Best Practice

• Always keep your customer in mind• Identify how the customer has indicated specific

interest by entering keywords for his/her search• Catalog the range of keywords that would describe

your specific product or service• Use specific keywords, the more specific you get the

more targeted your leads become and the lower you CPC

Keywords—Guidelines Avoid

• Using keywords that are too general• Marginally related keywords• Keywords for things you don’t offer• Describing content found beyond your web

site

How Customers search—Buying Cycle

Become Informed Shop Purchase

Keyword Television Sony Television Sony model APX1342

Buying Cycle Information Gathering Comparing Committed to Purchase

How Customers search—Implications

Become Informed Shop Purchase

# of Keywords Up to 50 (general) 100-500 (medium) 500-5,000 (specific)

Search Volume High Medium Low

Conversion Rate Low Medium High

Generating Keywords Example

• Use excel• CONCATENATE formula to combine keywords• LEN formula to keep track of the length of your

keywords• PROPER formula to generate Ads. Capitalize the

first letter on each keyword• Remember to leave a space after each keyword

Example CONCATENATE

Example

PROPER

Know How Users Search…

81% of all users enter more than one word when searching.

49% enter 3 words or more.

The number of searches using 3+ is growing every month

And How Advertisers Buy Keywords

Although 50% of searches type in 3+ words per search, roughly 75% of marketers are still concentrating their keywords buys on 1 word or 2 word keywords

…But How About Click-through?

More specific keywords have better CTR

Titles and Descriptions

Your Ad Serve 3 Objectives

1. Introduces your company to the customer

2. Indicates the quality of your site

3. Communicates whether or not your site contains what the user is looking for

Titles and Descriptions Best Practices I

• Write as if you were a neutral third-party describing the site

• Write your Ad to meet the needs of the searcher

• Write Ads that are accurate• Avoid superlatives—e.g., “best”, “lowest”,

“greatest”.

Titles and Descriptions Best Practices II

• Use the {Keyword:} feature• Direct the searcher to the page that is most

relevant to the search

The Keyword feature on Google allows you to insert the searched keyword in your title increasing CTR

BAD Landing Page Example. I typed in the keyword “Toshiba Laptops” and I clicked on this Ad

This is the page I was taken to. I don’t see a single Toshiba machine. Therefore, I’ll leave the page

Let’s try this one

Right! This is what I was looking for.

• Hopefully all this information will help you get started on your PPC projects. If you have any questions feel fry to email me at

francisco@webevident.com

Thank you!