This document provides guidance on setting up successful paid search campaigns. It recommends being specific about goals and target markets. Keywords should be researched using tools like the Google Keyword Planner. Campaigns should be organized into focused ad groups of 30-60 keywords each. Testing and refinement is important, pausing underperforming ad groups and always trying new buckets of keywords. The overall message is to start campaigns with a targeted approach and refine continuously based on tracking and metrics.

1. SUCCESSFUL
KEYWORD
SELECTION FOR PPC
By John Barron

2. Why Can’t I Just Do
SEO?

3. PPC or SEO

4. PPC or SEO
According to a study by Engine Ready, based on traffic
to 26 e-retail sites in a 12-month period, visitors who
arrive at a retailer's site from paid search ads are 50%
more likely to buy than those who come from clicking
on a natural search link. The conversion rate from paid
search is 2.03% versus 1.26% from organic search, as
reported by Internet Retailer.

6. Make An Argument
Why PPC?

7. Make An Argument
Why PPC?
1. It Gives A Company Control

8. Make An Argument
Why PPC?
1. It Gives A Company Control
• Great tracking, control experience

9. Make An Argument
Why PPC?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets

10. Make An Argument
Why PPC?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Broad to specific (ex. tv - flat screen tv -
Sony flat screen tv)

11. Make An Argument
Why PPC?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Broad to specific (ex. tv - flat screen tv -
Sony flat screen tv)
2. Compliments SEO

12. Make An Argument
Why PPC?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Broad to specific (ex. tv - flat screen tv -
Sony flat screen tv)
2. Compliments SEO
• Increases overall CTR

13. Make An Argument
Why PPC?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Broad to specific (ex. tv - flat screen tv -
Sony flat screen tv)
2. Compliments SEO
• Increases overall CTR
• Helps SEO keyword selection

14. Make An Argument
Why PPC?
1. It Gives A Company Control
• Great tracking, control experience
• Variable budgets
• Broad to specific (ex. tv - flat screen tv -
Sony flat screen tv)
2. Compliments SEO
• Increases overall CTR
• Helps SEO keyword selection
• Goes where SEO cannot

25. THE BASICS
Getting Started

26. THE BASICS
Getting Started
1. Online Goals (Break Them Down)

27. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Not just flowers, but sympathy flowers,
wedding flowers, etc.

28. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Not just flowers, but sympathy flowers,
wedding flowers, etc.
• Not just new homes, but new luxury
homes, luxury condos, etc.

29. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Not just flowers, but sympathy flowers,
wedding flowers, etc.
• Not just new homes, but new luxury
homes, luxury condos, etc.
2. Who and Where Is Your Market

30. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Not just flowers, but sympathy flowers,
wedding flowers, etc.
• Not just new homes, but new luxury
homes, luxury condos, etc.
2. Who and Where Is Your Market
• Geography and language

31. THE BASICS
Getting Started
1. Online Goals (Break Them Down)
• Not just flowers, but sympathy flowers,
wedding flowers, etc.
• Not just new homes, but new luxury
homes, luxury condos, etc.
2. Who and Where Is Your Market
• Geography and language
• Are competitors online?

33. Resources To Bookmark
Important Tools

34. Resources To Bookmark
Important Tools
1. Great Places To Look

35. Resources To Bookmark
Important Tools
1. Great Places To Look
• Google Keyword Tool, Analytics, and
Related Searches

36. Resources To Bookmark
Important Tools
1. Great Places To Look
• Google Keyword Tool, Analytics, and
Related Searches
• Competitors’ sites (and names, products)

37. Resources To Bookmark
Important Tools
1. Great Places To Look
• Google Keyword Tool, Analytics, and
Related Searches
• Competitors’ sites (and names, products)
• Customers/Clients (vs. industry speak)

38. Resources To Bookmark
Important Tools
1. Great Places To Look
• Google Keyword Tool, Analytics, and
Related Searches
• Competitors’ sites (and names, products)
• Customers/Clients (vs. industry speak)
• Misspellings (especially your brand!)

39. Resources To Bookmark
Important Tools
1. Great Places To Look
• Google Keyword Tool, Analytics, and
Related Searches
• Competitors’ sites (and names, products)
• Customers/Clients (vs. industry speak)
• Misspellings (especially your brand!)
2. Be Specific (4 Or More Words Is Great!)

40. Resources To Bookmark
Important Tools
1. Great Places To Look
• Google Keyword Tool, Analytics, and
Related Searches
• Competitors’ sites (and names, products)
• Customers/Clients (vs. industry speak)
• Misspellings (especially your brand!)
2. Be Specific (4 Or More Words Is Great!)
• Customers search for specific products

41. Resources To Bookmark
Important Tools
1. Great Places To Look
• Google Keyword Tool, Analytics, and
Related Searches
• Competitors’ sites (and names, products)
• Customers/Clients (vs. industry speak)
• Misspellings (especially your brand!)
2. Be Specific (4 Or More Words Is Great!)
• Customers search for specific products
• Quality Score is important for Google

57. Building Your Campaign
Specific Vs. General

58. Building Your Campaign
Specific Vs. General
1. Buckets

59. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per Adgroup

60. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per Adgroup
• Don’t be afraid of too many Adgroups

61. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per Adgroup
• Don’t be afraid of too many Adgroups
• Action words: buy, find, get, reviews

62. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per Adgroup
• Don’t be afraid of too many Adgroups
• Action words: buy, find, get, reviews
2. Ad Copy and Landing Page Relevancy

63. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per Adgroup
• Don’t be afraid of too many Adgroups
• Action words: buy, find, get, reviews
2. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)

64. Building Your Campaign
Specific Vs. General
1. Buckets
• 30-60 words per Adgroup
• Don’t be afraid of too many Adgroups
• Action words: buy, find, get, reviews
2. Ad Copy and Landing Page Relevancy
• Try to use keywords in ad (better QS)
• Never just the homepage

68. Get It Going
Track Early and Often

69. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch

70. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches

71. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work

72. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities

73. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2. Always Try New Buckets, PAUSE The Bad

74. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2. Always Try New Buckets, PAUSE The Bad
• Example of funeral homes, cities, postal
codes

75. Get It Going
Track Early and Often
1. Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2. Always Try New Buckets, PAUSE The Bad
• Example of funeral homes, cities, postal
codes
• Broad Match, Phrase Match, Exact Match
(Massage Therapy School ex.)

94. Summary
What To Remember

95. Summary
What To Remember
1. Be Specific About Goals

96. Summary
What To Remember
1. Be Specific About Goals
2. Who and Where Is Your Market

97. Summary
What To Remember
1. Be Specific About Goals
2. Who and Where Is Your Market
3. Use Tools, Resources For Your Keywords

98. Summary
What To Remember
1. Be Specific About Goals
2. Who and Where Is Your Market
3. Use Tools, Resources For Your Keywords
4. Set Up Into Buckets

99. Summary
What To Remember
1. Be Specific About Goals
2. Who and Where Is Your Market
3. Use Tools, Resources For Your Keywords
4. Set Up Into Buckets
5. Refine Over Time

100. JOHN BARRON
johnbarron.net (blog)
facebook.com/jfbppc
slideshare.net/JohnBarron1