PPC Basics "5 Steps to PPC Success" - Pubcon New Orleans 2014 by Mark Barrera
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WWW.BUZZSHIFT.CO M PRESENTED BY: @MARK_BARRERA OF @BUZZSHIFT PUBCON NEW ORLEANS MARCH 18, 2014 5 Steps to PPC Success 1
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5 Basic PPC setup items essential to every account. Get Educated Keyword Research Campaign / Ad Group Setup Budgets and Bidding Landing Page Optimization
Transcript of PPC Basics "5 Steps to PPC Success" - Pubcon New Orleans 2014 by Mark Barrera
WWW.BUZZSHIFT.COM
PRESENTED BY:@MARK_BARRERA
OF@BUZZSHIFT
P U B CO N N E W O R L EA N SM A RC H 1 8 , 2 0 1 4
5 Steps to PPC Success1
WWW.BUZZSHIFT.COM
Pay-per-Click Management
Get Educated
Keyword Research
Campaign / Ad Group Setup
Budgets and Bidding
Landing Page Optimization
@mark_barrera
WWW.BUZZSHIFT.COM
3
@mark_barrera
WWW.BUZZSHIFT.COM
Get Educated
Eat Their Food
@mark_barrera
WWW.BUZZSHIFT.COM
Keyword Research
Google Tools
Bing Tools Analytics SEMRush UberSugge
st Keyword
Discovery
@mark_barrera
WWW.BUZZSHIFT.COM
Keyword Research
SEMRush / SpyFu / KeywordSpy
@mark_barrera
WWW.BUZZSHIFT.COM
Keyword Targeting
Mind MapsCoggle.i
t
@mark_barrera
WWW.BUZZSHIFT.COM
Keyword Targeting
Purchase
Informational News How-to’s
Geographical
Informational News How-to’s
Negatives
@mark_barrera
WWW.BUZZSHIFT.COM
Keyword Match Types
1. Exact – Will never capture full market share
2. Phrase
3. Broad Match Modifier
4. Negative Keywords – Very Important
@mark_barrera
WWW.BUZZSHIFT.COM
Account Structure
Targeting options: you can target ads by location and language
Regional/Local, Country, Global & Customized Targeting
40 different language targeting options to choose from
@mark_barrera
WWW.BUZZSHIFT.COM
Ad Group Structure
THIS Not This
@mark_barrera
WWW.BUZZSHIFT.COM
Ad Testing
Ad Copy Tests: HeadlineKeyword Insertion Call to Action – Call TodayURL – (sub)domain vs
subfolder Symbols - ™Unique Selling PropositionSeasonality
@mark_barrera
WWW.BUZZSHIFT.COM
Ad Targeting
Locations : Postal Codes, Cities and other Geographic areas
Ad Scheduling: Day and Time of Ads
Devices: Bid more or less for searches done on mobile
@mark_barrera
WWW.BUZZSHIFT.COM
Targeting options: you can target ads by location and language
Regional/Local, Country, Global & Customized Targeting
Ad Targeting@mark_barrera
WWW.BUZZSHIFT.COM
Ad Targeting Location Matters
@mark_barrera
WWW.BUZZSHIFT.COM
Ad Extensions
Location extensions:
Call extensions:
Social extensions:
Product extensions:
Seller ratings:
Sitelinks:
Offer extensions:
Dynamic Search Ads:
@mark_barrera
WWW.BUZZSHIFT.COM
Metrics Matter: Don’t focus on just one or two
Bid Analysis@mark_barrera
WWW.BUZZSHIFT.COM
Bidding Automation
Automate: Use ‘Automated Rules’ to make management easier
Regional/Local, Country, Global & Customized Targeting
40 different language targeting options to choose from
@mark_barrera
WWW.BUZZSHIFT.COM
Landing Page Optimization
Calls to Action: Phone Calls / Chat / Forms / Sales
Content Length: Less or more, which do your users prefer?
No Way Out: Do you have external pointing links on your landing page?
@mark_barrera
WWW.BUZZSHIFT.COM
Landing Page Optimization
via unbounce.com
@mark_barrera
WWW.BUZZSHIFT.COM
Landing Page Optimization
Statistical Significance: Make sure the data is right
Don’t test everything: Start with high volume landing pages. Make sure you have a control.
Be Dramatically Different: Most people test variations of a page by moving the same elements around.
@mark_barrera
WWW.BUZZSHIFT.COM
Track EVERYTHING@mark_barrera
WWW.BUZZSHIFT.COM
AdWords Scripts
https://developers.google.com/adwords/scripts/Easier to use than APIsMore powerful than AdWords EditorGreat post at SEL on some uses
http://selnd.com/XCi6Uy
@mark_barrera
WWW.BUZZSHIFT.COM
Paid Search Enhances SEOKeywords ranking 5th or lower can drive 96% incremental traffic
using PPC
@mark_barrera
