PPC Week 2
Transcript of PPC Week 2
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USING PAY-PER-CLICK MARKETING
PROFITABLYJeff Coleman
Internet Marketing Geek
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Topics Covered
Review Components of an Ad Writing Ads
Maximizing all 95 charactersTips & tricks“Cosmo” approach
Testing AdsDetermining a “winning” ad
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Review: The PPC (Google) Equation
PPC x CTR x QS = Position PPC = Price per Click or Bid CTR = Click-thru Rate QS = Quality Score of Landing Page/Site Conversion Rate? Position = Where you are on the page
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Review: Creating a Keyword List
Listening to customers Keyword phrases Local vs. national/international Deep vs. broad Keyword research tools
Google keyword tool Match types
Broad, phrase, exact
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Review: Grouping Keywords Logical groupings
Needs to make sense to Google Easy management
80/20 Rule Break out broad, phrase and exact
match Don’t forget negative keywords
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Components of PPC Ads
Headline – 25 characters Line 1 – 35 characters Line 2 – 35 characters Display URL – 35 characters Destination URL
Keyword matches are bold Let’s look at some examples
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PPC Ad Rules Correct grammar and spelling Only one exclamation point (!) per ad Not allowed to us ALL CAPS No “click here” No superlatives Not allowed to falsely represent a company Display URL must resolve to working page No pop-ups on landing pages
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Writing PPC Ads - Best Practices
Headline – include keyword if possible Line 1 – focus on benefit Line 2 – focus on feature and/or call to
action Display URL – make it relevant
Capitalize to convey messageUse folder or sub-domain
Destination URL – take them to most relevant page possible
Always run at least 2 ads at a time
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Maximizing All 95 Characters Actually 130 characters including URL Good rhythm & flow Make ad stand out from other
advertisers – may need to break the rules
Clearly define your USP Ad is an ad for your landing page, not
your product or service
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Defining Your USP
USP = Unique Selling Proposition
A USP answers the following:
“Why should I do business with you, above any and all other options, including doing nothing or whatever I’m doing now?”
- Dan Kennedy
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Match the Customer’s Conversation in Their Head
Search for “Learn Chinese” vs. “Learn Mandarin”
Which ad is better suited for which conversation:
Want to Learn Mandarin?5 Secrets You Must KnowTo Master Chinese, and FastMasterChineseFaster.com
Eager to Learn Chinese?5 Unique Steps in 5 DaysA Strategy Like You’ve Never SeenMasterChineseFaster.com
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Tips & Tricks to Increase Click-Thru Goldilocks approach Modify capitalization & punctuation Use symbols Get creative with URL Test, test, test
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Sample Ads & Click-Thrus Which ad has a higher click-thru?
Stop cold calling foreverSmall business marketing system.Free report and 2 chapter download.www.leadsintogold.com
Cold calling not working?Discover a powerful alternative.Free report and 2 chapter download.www.LeadsIntoGold.com
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Sample Ads & Click-Thrus Which ad has a higher click-thru?
2.7% CTR 0.8% CTR
www.LeadsIntoGold.com/genius to see the evolution of the ads
Stop cold calling foreverSmall business marketing system.Free report and 2 chapter download.www.leadsintogold.com
Cold calling not working?Discover a powerful alternative.Free report and 2 chapter download.www.LeadsIntoGold.com
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Sample Ads & Click-Thrus
3.60% CTR 2.71% CTR
Fashion Cowboy BootsOld Gringo brand WesternBoots, Mules, Belts, & Pursesrodeo-rodeo.com
Women's Cowboy BootsGreat Selection of Old Gringobrand western boots & mules !Rodeo-Rodeo.com
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Sample Ads & Click-Thrus
0.63% CTR 3.16% CTR
Ship Cars FasterSave time & money shipping carsfrom Auction. Free TrialCentralDispatch.com/AutoAuction
Transport from AuctionShip less than truckloads quickly& cost effectively. Free TrialCentralDispatch.com/AutoAuction
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Lessons on CTR
Don’t guess – Test! Small changes add up A single word can have a dramatic effect Check the competition Test, test, test!!!
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“Cosmo” Approach to Writing Ads Can You Really Trust Your Best Friend?
Or is she secretly a backstabber? Take our quiz to find out.
The 10 Best Weight-Loss Tips EverDieting Sucks. So try these tips instead!
“You Smell So Good!”Go on an instant getaway with these summer fragrances
How to Look Hot Without Going BrokeMake over your wardrobe with these easy tips!
Why Guys Dump Girls They DigGet to the bottom of those crazy, out-of-the-blue breakups.
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Testing Ads for Maximum Results Always run at least 2 ads at a time Run them at even distribution Start with “black” and “white” ads Refine and test every detail
many variations on text and ordercapitals vs. lowercasehyphens, dashes and other punctuationURL folders, maybe other domains
Out-of-the-box ads
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Determining a “Winning” Ad Lots of statistical analysis you can do to
be sure of which is a winner Rule of thumb: at least 30 clicks on each
ad Be sure: www.SplitTester.com
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One Last Tool
Dynamic Keyword Insertion Tool {Keyword:Alternative}Keywords in list show, not search termsLimited by maximum spaces
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Dynamic Keyword Insertion Tool
Ad says:Get a {Keyword:Phone}The latest technology at thelowest prices. Learn more!www.GreatPhones.com
Search for: panasonic dect phone Keyword match: panasonic phone Result:
Get a Panasonic PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.com
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Dynamic Keyword Insertion Tool
Search for: panasonic dect phone Keyword match: panasonic dect phone Result:
Get a PhoneThe latest technology at thelowest prices. Learn more!www.GreatPhones.com
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Writing Ads Optometrist in Otay Ranch Sample Ad1:
Otay Ranch Optometrists
See better & look great!
VSP, EyeMed & Tricare accepted.
www.OReyeworks.com
Sample Ad2:
Thorough Eye Exams
Local optometrists provide superior
vision care + latest fashion frames
www.orEyeworks.com
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Summary Eye Doctor in Otay Ranch Sample Ad1:
Otay Ranch Eye Doctors
Get a thorough exam & fashion frames!
VSP, EyeMed & Tricare accepted.
www.OReyeworks.com
Sample Ad2:
Fashion Frames & More
Get fashion frames plus superior
vision care! Learn more.
www.orEyeworks.com
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Next Steps
Take the Quiz Write at least two ads for each of your
keyword groups Continue on to Week 3, Part 1