USING PAY-PER-CLICK MARKETING

PROFITABLYJeff Coleman

Internet Marketing Geek

Topics Covered

Review Components of an Ad Writing Ads

Maximizing all 95 charactersTips & tricks“Cosmo” approach

Testing AdsDetermining a “winning” ad

Review: The PPC (Google) Equation

PPC x CTR x QS = Position PPC = Price per Click or Bid CTR = Click-thru Rate QS = Quality Score of Landing Page/Site Conversion Rate? Position = Where you are on the page

Review: Creating a Keyword List

Listening to customers Keyword phrases Local vs. national/international Deep vs. broad Keyword research tools

Google keyword tool Match types

Broad, phrase, exact

Review: Grouping Keywords Logical groupings

Needs to make sense to Google Easy management

80/20 Rule Break out broad, phrase and exact

match Don’t forget negative keywords

Components of PPC Ads

Headline – 25 characters Line 1 – 35 characters Line 2 – 35 characters Display URL – 35 characters Destination URL

Keyword matches are bold Let’s look at some examples

PPC Ad Rules Correct grammar and spelling Only one exclamation point (!) per ad Not allowed to us ALL CAPS No “click here” No superlatives Not allowed to falsely represent a company Display URL must resolve to working page No pop-ups on landing pages

Writing PPC Ads - Best Practices

Headline – include keyword if possible Line 1 – focus on benefit Line 2 – focus on feature and/or call to

action Display URL – make it relevant

Capitalize to convey messageUse folder or sub-domain

Destination URL – take them to most relevant page possible

Always run at least 2 ads at a time

Maximizing All 95 Characters Actually 130 characters including URL Good rhythm & flow Make ad stand out from other

advertisers – may need to break the rules

Clearly define your USP Ad is an ad for your landing page, not

your product or service

Defining Your USP

USP = Unique Selling Proposition

A USP answers the following:

“Why should I do business with you, above any and all other options, including doing nothing or whatever I’m doing now?”

- Dan Kennedy

Match the Customer’s Conversation in Their Head

Search for “Learn Chinese” vs. “Learn Mandarin”

Which ad is better suited for which conversation:

Want to Learn Mandarin?5 Secrets You Must KnowTo Master Chinese, and FastMasterChineseFaster.com

Eager to Learn Chinese?5 Unique Steps in 5 DaysA Strategy Like You’ve Never SeenMasterChineseFaster.com

Tips & Tricks to Increase Click-Thru Goldilocks approach Modify capitalization & punctuation Use symbols Get creative with URL Test, test, test

Sample Ads & Click-Thrus Which ad has a higher click-thru?

Stop cold calling foreverSmall business marketing system.Free report and 2 chapter download.www.leadsintogold.com

Cold calling not working?Discover a powerful alternative.Free report and 2 chapter download.www.LeadsIntoGold.com

Sample Ads & Click-Thrus Which ad has a higher click-thru?

2.7% CTR 0.8% CTR

www.LeadsIntoGold.com/genius to see the evolution of the ads

Stop cold calling foreverSmall business marketing system.Free report and 2 chapter download.www.leadsintogold.com

Cold calling not working?Discover a powerful alternative.Free report and 2 chapter download.www.LeadsIntoGold.com

Sample Ads & Click-Thrus

3.60% CTR 2.71% CTR

Fashion Cowboy BootsOld Gringo brand WesternBoots, Mules, Belts, & Pursesrodeo-rodeo.com

Women's Cowboy BootsGreat Selection of Old Gringobrand western boots & mules !Rodeo-Rodeo.com

Sample Ads & Click-Thrus

0.63% CTR 3.16% CTR

Ship Cars FasterSave time & money shipping carsfrom Auction. Free TrialCentralDispatch.com/AutoAuction

Transport from AuctionShip less than truckloads quickly& cost effectively. Free TrialCentralDispatch.com/AutoAuction

Lessons on CTR

Don’t guess – Test! Small changes add up A single word can have a dramatic effect Check the competition Test, test, test!!!

“Cosmo” Approach to Writing Ads Can You Really Trust Your Best Friend?

Or is she secretly a backstabber? Take our quiz to find out.

The 10 Best Weight-Loss Tips EverDieting Sucks. So try these tips instead!

“You Smell So Good!”Go on an instant getaway with these summer fragrances

How to Look Hot Without Going BrokeMake over your wardrobe with these easy tips!

Why Guys Dump Girls They DigGet to the bottom of those crazy, out-of-the-blue breakups.

Testing Ads for Maximum Results Always run at least 2 ads at a time Run them at even distribution Start with “black” and “white” ads Refine and test every detail

many variations on text and ordercapitals vs. lowercasehyphens, dashes and other punctuationURL folders, maybe other domains

Out-of-the-box ads

Determining a “Winning” Ad Lots of statistical analysis you can do to

be sure of which is a winner Rule of thumb: at least 30 clicks on each

ad Be sure: www.SplitTester.com

One Last Tool

Dynamic Keyword Insertion Tool {Keyword:Alternative}Keywords in list show, not search termsLimited by maximum spaces

Dynamic Keyword Insertion Tool

Ad says:Get a {Keyword:Phone}The latest technology at thelowest prices. Learn more!www.GreatPhones.com

Search for: panasonic dect phone Keyword match: panasonic phone Result:

Get a Panasonic PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.com

Dynamic Keyword Insertion Tool

Search for: panasonic dect phone Keyword match: panasonic dect phone Result:

Get a PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.com

Writing Ads Optometrist in Otay Ranch Sample Ad1:

Otay Ranch Optometrists

See better & look great!

VSP, EyeMed & Tricare accepted.

www.OReyeworks.com

Sample Ad2:

Thorough Eye Exams

Local optometrists provide superior

vision care + latest fashion frames

www.orEyeworks.com

Summary Eye Doctor in Otay Ranch Sample Ad1:

Otay Ranch Eye Doctors

Get a thorough exam & fashion frames!

VSP, EyeMed & Tricare accepted.

www.OReyeworks.com

Sample Ad2:

Fashion Frames & More

Get fashion frames plus superior

vision care! Learn more.

www.orEyeworks.com

Next Steps

Take the Quiz Write at least two ads for each of your

keyword groups Continue on to Week 3, Part 1