APPROACHING PPC AS A BUSINESS OWNER

01Who Is Jim?

JIM CHRISTIANCEO - BLUSH DigitalCo-founder - Napa Summit & Key West SummitPatented InventerFoodie for Life!

@jim_christian

@mrjimchristian @mrjimchristian

My Last Decade

Before We Start

If You’re Using AdWords ExpressYou’re Doing It Wrong…

?

AdWords Express Limitations

If you own a local business, the smallest targeting allowed is a 5-mile radius

All keywords in AdWords Express are set to broad match

Negative keywords aren’t allowed

Google Shopping ads option is only available in regular AdWords

AdWords Express uses monthly budgets while AdWords Uses daily budget caps

Keyword-level bidding is available if done in the initial set-up page

Using the Google Display Network separately from search isn’t an option

Ad extensions aren’t available

Targeting different device types differently isn’t an option

Conversion tracking is limited to doing so through Google Analytics

Optimization opportunities are pretty much non-existent.

02What is PPC?

PAID ADS

LOCAL RESULTS

ORGANIC

PAID SHOPPING

PAID ADS

ORGANIC

PAID AD

PAID AD

PAID ADS

Why Invest In PPC?

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Major SellingPoints

With PPC you can launch your business today and get sales before the sun goes down!

Unlike SEO, PPC allows you to see how visitors react to your product landing pages. Test today, fix tomorrow.

Immediate Results

Start Selling TodayNo commitment, pay as you go. Perfect for those looking to test the waters before making a major investment.

Built in connections to Google Analytics allows you to track purchase paths and problem areas in near real time.

Track Returns

Minimal Investment

LimitlessOptions!

TARGET SINGLE MARKETSREACH NATIONWIDE

GO HYPER LOCAL

Want to sell products in Los Angeles as a test market? You can do that in AdWords!

Want to sell your services nationwide? AdWords can do that too!

Want to target mobile users in a specific NYC zip code? AdWords can do that too!

Array of Ad TypesSearchText ads that show up in Google, Bing, Yahoo

DisplayPlace visual ads across a vast variety of the Internet to connect with potential customers

Re-marketingA powerful feature that lets you capture people who have previously visited your site as an advertising audience

ShoppingProduct Listing Ads are search ads that include richer product information, such as product image, price, and merchant name, without requiring additional keywords or ad text

LocalLocation targeting allows your ads to appear in the geographic locations that you choose: countries, states, cities, metro area, zip codes, or a radius around a location

MobileMobile ads can be found in search results, content websites and in apps. Use them to put your business in front of people as they use their phones and tablets throughout the day

03Keyword Research

Finding the RightKeywords

Awareness• Informational• Navigational• Non-commercial• Non-transactional

Keyword Examples:Snowboard on LandSkateboard AlternativesReal Hover-board

Discovery Purchase• Research• Discovery• Oriented to CTA• Implied Conversion

Keyword Examples:What is One Wheel?One Wheel VideoWhere can you ride One Wheel?

• Intent to Convert• Imminent Conversion• Trusts Brand• Transactional

Keyword Examples:One Wheel PriceOne Wheel CheapOne Wheel for Sale

Funnel Visualized

Useful Keyword ToolsAdWords Keyword Planner – A free tool within the AdWords platform that allows you to search for keywords. One of the most useful tools out there.

SEMrush - Great data for both PPC and SEO purposes.

AnswerThePublic.com - A free tool that allows you to put keywords and get relevant questions regarding the topic.

Research & Development

Reporting ToolsGoogle Analytics - Free tool that directly integrates with Adwords.

DashThis - Great tool that connects to your Adwords data to track ROI

Finding the RightMatchBroad matchAds may show on searches that contain the modified term (or close variations, but not synonyms), in any order.Example keyword: +women's +hatsExample search: hats for women

Phrase matchAds may show on searches that are a phrase, and close variations of that phrase.Example keyword: "women's hats"Example search: buy women's hats

Exact matchAds may show on searches that are an exact term and close variations of that exact term.Example keyword: [women's hats]Example search: women's hats

Negative matchAds may show on searches without the term.Example keyword: -womenExample search: baseball hats

04Finding Help

The sign of a great agency is their willingness to be upfront and transparent about their business practices.

- Jim Christian

Who Can You Trust?

Warning SignsTop 5 Signs You Are Dealing With The Wrong PPC Agency

1. They use a PPC account that you don’t directly control

2. You aren’t allowed to see the bid prices for your keywords

3. You aren’t allowed to see any of the keywords in your campaign

4. You aren’t told what search engines your ads are placed on

5. You are locked into a long term commitment/contract

A Final Word

Prepare for ChangeAs I prepped this presentation Google announced a change to AdWords Exact Match. Exact Match is no longer “Exact”, it’s…. FUZZY.

05Q & A

Jim ChristianJim@BlushDigital.com

I believe in making a difference, in making things better. I accomplish this through tireless hours of research, perfecting a craft that I have a gift for. Digital Marketing is a passion that I have had for over 20 years and one that I am always pursuing.

@jim_christian

@mrjimchristian @mrjimchristian