Intro to PPC Keyword Research and Ad Writing
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Transcript of Intro to PPC Keyword Research and Ad Writing
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Search Engine Marketing
Site: http://www.schipul.comBlog:
http://www.thesemblog.com
Pay Per Click Marketing
Keyword Research & Ad Copy Effectiveness
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Google: Paid Ads
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What Is Really Important ?• Can’t write ads until you focus on
the underlying campaign structure and research Keywords for your target audience.
http://www.bruceclay.com.au/ppc-hierarchy-of-needs.htm
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Keyword Research: Brainstorming Your Goal
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Keyword:Expansion
• Write Down as many terms as related to your campaign. Need ideas?
• Competitors
• Blogs
• Site Search Data – Google Box
• Phone Conversations
• Regional Language (coke vs. soda vs. pop)
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Free: http://adwords.google.com/select/KeywordToolExternalFree: http://www.google.com/insights/search/# Paid: http://www.wordtracker.com
Keyword Research Suggestion Tools
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Keyword Suggestion Tools• Free: http://www.google.com/insights/search/
• Paid: http://www.KeywordDiscovery.com , http://www.spyfu.com
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Keyword:Grouping
• Group in related lists
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Keywords:Refine
• Refine to phrase and exact match and remove generic terms
• Broad: gourmet coffee
• Phrase: “chocolate coffee beans”
• Exact: [coffee beans]
• Negative: - tea
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Keywords:Quality Score
• Not just about the money (bids)
• Keep phrases, landing page and ad copy closely targeted
• Don’t stuff ads, CTR is part of Quality Score
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Don’t pick overly competitive keywords unless you have an unlimited budget
Are You a Billionaire?
Chris Anderson: The Long Tail
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Effective Ad Copy
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Ad Copy:What People Look For
• Readable Text
• Keywords in the Ad
• Cautious, Value Driven
• Spontaneous
• Reverse Psychology?
http://pewinternet.org/Data-Tools/Download-Data/Trend-Data.aspx
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Ad CampaignSet-Up
• Write Headline
• If possible, put the keyword in the title
• Use a Call-to-Action
• Include Benefits
• Look at other markets
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Dynamic Keyword Insertion - DKI
• Complicated, but can be very targeted.
• Character Count Matters
• Awkward Wording
• Trademark Violations
http://www.wordstream.com/dynamic-keyword-insertion
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Analytics can help PPC setup
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Pay Per Click: Topics to Consider•Testing – Run 2-4 ads against each other for Click Thru Rate
•Rewrite poorly performing ads better than highest CTR
•Link ads to the most relevant page on your site
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Pay Per Click: Ad Testing•Running a new ad against a seasoned ad is not valid A/B Test.
•Quality Score factors in ad rank, CTR and conversion rates
•Launch new ads and revision of old ads at the same time.
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Types of Ads - Expand Campaigns
• Text Ads - Content Networks
• Mobile Ads
• Image Ads
• Map Ads
• Ad Extensions
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Let’s Review
• Keywords are part of Foundation
• Brainstorm Keywords
• Group & Refine
• Ad Copy Structure
• Competitive Ads
• Watch and tweak your campaign
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Search Engine MarketingSchipul – The Web Marketing Company
Phone: (281) 497.6567 x 533Email: [email protected] Site: www.schipul.com Blog: www.thesemblog.com