Winning Pay Per Click Strategy

Tony Nguyen

1Quick Review of Last Session

2Part 1 – It’s all about the Ads

3Part 2 – Stabilize account activities

4Part 3 – Use tools provided to gain speed and effectiveness

5Part 4 – Focus on core metrics

6Part 5 – Bidding for Success

AGENDA

1Proper Keyword Research is crucial

2Effective Ad Copy

3Testing Ads and Performance

SESSION 1 REVIEW

1 What is your value proposition?

2Sell Benefits not Features!

3

4 Clarity trumps Persuasion

5

6

The Main Focus Should Always Be Your Ad!

Differentiation / Stand out!

Aligning Your Copy With Your Market

Use Credibility & Trust Indicators

Ad Copy Best Practices

•Use the ad group’s keywords in the ad copy, specifically the headline.

•Sell the benefits of your product or service, not features.

•Use a call-to-action (“act now”, “get free report”, “book an appt”)

•Test at least 2 ads simultaneously

•Make your ad stand out from your competitors. Do a search and analyze their ads.

•It’s rarely effective to include your company name or domain in your ad text. That’s what the display URL is for.

•Choose a website name that’s very descriptive for your niche.

•The sole focus of an ad is to get the user to click the adNot to sell a product. The landing page sells the product.

Approaches to Ad Copy

•Emphasizing an immediate or rapid result•Using metaphors or word pictures•Phrase the ad as a question•Stress the “try before you buy” proposition•Make a guarantee•Challenge the ad reader (“Discover the…” “Experience the…”)•Make a time-sensitive offer•Tell a story in your ad•Create trust•Compare your product to another Example text

Ad Copy Strategy

AD SAMPLES

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Baseball Hitting TipsControversial new website revealsbaseball hitting secrets.www.learnbaseballhitting.com

2010’s Quit Smoking ChartWhich Quit Smoking Products Work?You’ll Be “Shocked” What We Found!www.Quit.Smoking-Rankings.com

USE POWERFUL WORDS

YouMoneySaveNewEasyLove

ResultsHealthProvenGuaranteeFreeDiscovery

1Use the right campaign settings

2Keywords – Categorize them & start small

3

4Negative Keywords – Use as much as possible

5

6

Stabilize the Account & Campaign

Keywords – Know the exact user query

Core Metrics - Track Conversions

Success = Daily Maintenance

Proper Account Settings

It’s about Keywords

• Start small with main category keywords

• Don’t load every keyword until you analyze it’s meaning

• Understand the keyword in it’s cycle before adding

• Group keywords into small focus groups

Understand Your Keywords

Keyword Cycle

Know the exact user query (search phrase)

1. Search engines use a keyword matching system to match user’s search phrases with Keyword selection in pay per click campaigns.

2. This means the actual user query is allocated to the best match keyword phrase in your account, this is used to activate your ads.

3. If you don’t know the actual searched keyword, you won’t know what to do with it.

Identify actual user searched phrase

Keyword Position is “Visibility”

1. Identify which keywords are best

2. Test which position is best

* Position placement is determined by quality and bidding (how much you can afford)

Negative Keywords

Negative keywords are filtering words that stop your ads from showing.

Negative Keywords Match

• Broad

• Phrase

• Exact

Tips:

• Get Proficient with Negatives as you do with Positive Keywords

• Use Maximum Negative Keywords per campaign

Why are Negative Keywords So Important?

How do I find negative keywords?

• Use Google Keyword Tool• Logic• Pre-built List

www.payperclickhouston.com/ppc-tools-pay-per-click-houston.html

A Better Way!

Build the list as they come!

You’ll then understand the searches in relation to the keywords you used.

How to build the best Negative Keyword List “as they come in” -

Let Google find the Negative Keywords For You.

Track Conversion to Measure Success

Track Conversion to Measure Success!

Track Conversion to Measure Success!

Track Conversion to Measure Success!

Advance Bidding Strategy

• Position Preference (Bidding by Position of Ads)

• Ad Scheduling (Day Parting) Bidding by Day or Week or Time of Day

• Coverage (Bidding For Visibility)

Position Bidding

• Test different positions to see what works• Generate Google Reports to spot conversions at different positions• Use a simple spreadsheet to study data compiled• Understand the cost associated with moving up in position

Only works if you have installed tracking code to track conversion goals.

Historic observation in ad position

• Top Position For Branding• On average, little conversion rates change between position (Google

Study)• While Conversion Rates unchanged, the CPA does on different positions• CTR changes throughout different position• CTR increases with CPC

bidding for the highest positions on the search results pages makes sense only for high-budget advertisers

companies with a direct marketing focus (e.g. most advertisers) will typically maximize their profits by bidding for the second-to-last position on broad keywords and positions five to seven for niche keywords.

The days of campaign success relying solely on good bid management are long over.

Ad Scheduling!

Advance Bidding Strategy

One Metric that isn’t talked about is the “Coverage” metric

• This can increase search traffic by 400%

• 97% of Advertisers have a coverage of only 20%.

• Low Coverage = Lost Opportunities

How to spot low “coverage”

Lost Impression by RankLost Impression by BudgetLost Impression by Exact Match Keywords

You can also drill down to the keyword level.

Tips for success• Continuous Improvements• Continuous Management• Continuous Negative Keywords management• Continuous Ad Copy Improvements• Continuous Quality Score Improvements

As you can see…It’s an ongoing job!But can be fun and profitable.