David Szeteladavid@clixmarketing.com

Blog: http://www.Clixmarketing.com/Blog

SEW Columns: http://searchenginewatch.com/showPage.html?page=sew_author_fullarchive&author=3627445

PPC Rockstars:http://www.webmasterradio.fm/Advertising/PPC-Rockstars/

Profitable PPC: The Fundamental Secrets

•Campaign settings

•Building keyword sets

•Personas and buckets

•Creating small, powerful ad groups

•Writing killer ads

The Fundamentals of PPC

Campaign Setup - Google

4

5

Campaign Setup - Yahoo

Campaign Setup - Microsoft

Campaign Setup - Microsoft

•Start with customers, not words

•Define customer types - Personas

•Different personas use different search terms

Building Keywords Lists

Guitar Advertiser – Teenage Customer

Guitar Advertiser – Performer Customer

Guitar Advertiser – Collector Customer

Create Combinations – The Permutator

The Permutator

April 9, 2023 16

http://www.boxersoftware.com/thepermutator.htm

(Almost) every keyword should appear in the ad text.

Perfect Ad Groups

•Keywords in ad are “bolded”

•Best possible CTR (click-through-rate)

•Best possible Quality Scores

•Include “root words” plus minimal modifiers

Perfect Ad Groups

•Second-person pronouns – “You”

•Imperative verbs – “Get” “Compare”

•Test capitalization, punctuation

•Tell visitor what to do on site

Great PPC Ads

Great PPC Ads

Keyword in Title

Action Verb

Poker Information

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Capitalized Words

More Action at EndExtra Words in Display URL

David Szeteladavid@clixmarketing.com

Blog: http://www.Clixmarketing.com/Blog

SEW Columns: http://searchenginewatch.com/showPage.html?page=sew_author_fullarchive&author=3627445

PPC Rockstars:http://www.webmasterradio.fm/Advertising/PPC-Rockstars/

Profitable PPC: The Fundamental Secrets