SEMpdx PPC Basics January 2013
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This presentation was presented to SEMpdx and is designed for someone looking to learn the basics of paid search (PPC) campaigns.
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SEMpdx PPC Basics January 2013
- 1. This is an annotated version of the presentation I gave at SEMpdx’s Internet Marketing 101 event in January of 2013 PPC 101 Twitter: @AmplifySEM
- 2. Who Is This Guy? RYAN CAMPBELL | Senior Paid Search Analyst, Amplify Interactive • Focused on SEO/SEM for over 6 years • Participates in developing all PPC client-strategy • Managed B2C, B2B, lead generation, and ecommerce campaigns Twitter: @AmplifySEM
- 3. Agenda • What is paid search? • Good and bad of PPC? • Creating KPI’s and tracking • Keywords • Campaign and ad group structure • Campaign settings • Ad copy • Landing Pages • Quality Score Twitter: @AmplifySEM
- 4. PPC Ads The difference between paid and organic listings in search engines. Twitter: @AmplifySEM
- 5. Who are the players? Twitter: @AmplifySEM
- 6. Search Engine Market Share Ask, 3% AOL, 2% Yahoo, 13% Bing, 16% Google, 66 % This presentation is designed for campaigns on Adwords and Bing, which account for 95% of search engine market share. Twitter: @AmplifySEM
- 7. The good of PPC? • Most measurable online channel • Complete control • Allows you to reach a hyper targeted audience • Results are fast Twitter: @AmplifySEM
- 8. The bad of PPC? • Easy to spend money • Can’t set it & forget it • Can be VERY competitive Twitter: @AmplifySEM
- 9. Ensure you have set up a goal/conversion for your PPC campaigns. Here are 3 types of conversions you can use. Conversion Tracking Purchase Sign up View of a key page Twitter: @AmplifySEM
- 10. This is our persona for this story. Peter is going through the process of setting up his first PPC campaigns. Twitter: @AmplifySEM
- 11. GET ME THOSE TPS REPORTS This is the villain in our story. A.K.A. Peter’s boss, Bill Lumpurrr RIGHT MEOW Twitter: @AmplifySEM
- 12. KEY PERFORMANCE INDICATORS Set a Monthly Budget • $2,000 Set a Conversion Target • 133 Set a Cost per Acquisition These are key performance • $15 indicators for Peter’s PPC campaigns. Ensure you define what success looks like and measure/refine. Twitter: @AmplifySEM
- 14. buy cat nip buy organic cat nip cat nip online where to buy cat nip natural cat nip These are keywords that Peter what is cat nip found after performing keyword research. The circled keywords represent keywords that they how to grow cat nip want their ads to show up for. The keywords in red are negative keywords. cat nip for dogs Twitter: @AmplifySEM
- 15. KEYWORD MATCH TYPES Twitter: @AmplifySEM
- 16. Broad: organic cat nip = what is cat nip, cat mint Modified Broad: organic +cat +nip = natural cat nip Phrase: “organic cat nip” = grow organic cat nip Exact: [organic cat nip] = organic cat nip Ensure you have a good mix of keyword match types in your campaigns. A good ratio is 80/20. 80% exact match and 20% broad/phrase keywords. Twitter: @AmplifySEM
- 17. Campaign and ad group structure Natural Branded natural cat nip Organic Cat Nip organic cat nip Cat Nip buy cat nip Buy Cat Nip where to buy cat nip Structure your campaigns with a Branded keyword campaign separate from other keyword campaigns. A good starting point is to have your campaigns be structured similar to your website. Twitter: @AmplifySEM
- 18. HYPER TARGET YOUR AUDIENCE Twitter: @AmplifySEM
- 19. Campaign and ad group settings • Daily campaign budget - $66 • Ad scheduling – Cat hours • Device targeting – Remove mobile • Separate search and display campaigns • Ad rotation – Rotate evenly • Geo targeting – Exclude Canada These represent campaign settings Peter used in setting up his campaigns. Review closely the default settings to avoid wasted spend. Twitter: @AmplifySEM
- 20. WRITING PPC ADS Twitter: @AmplifySEM
- 21. ! PPC Text Ad Tips: • Use an exclamation point • Capitalize the first letter of every word • Emphasize benefits • Use ad extensions • Highlight your unique proposition value • Use a strong call to action Twitter: @AmplifySEM
- 23. Bad Landing Page No mention of “cat nip” on the page. Use a page that matches the keyword and ad. Twitter: @AmplifySEM
- 24. Good Landing Page Several mentions of “cat nip” on the page. Uses a page that matches the keyword and ad. Twitter: @AmplifySEM
- 25. Quality Score Factors Search engines reward advertisers with more impressions and cheaper clicks that follow best practices outlined earlier in the presentation. Below are QS factors: • CTR is 60% of quality score • Keyword to ad relevancy is 30% • Landing page relevance is 10% Twitter: @AmplifySEM
- 26. Thank You Link for sources and other learning material: http://bit.ly/VM0Kou @_ryancampbell Twitter: @AmplifySEM
Notas del editor
- These search engines cover 95% of search market share
- I suggest letting your account run for 3 months to begin truly seeing its potential.
- Online Marketing Manager at Natural Cat NipPeter Mittens
- Bill Lumpurrrr
- Peter sells a container of cat nip for $20. He figures the most he can for a sale of cat nip is $15.Needs section intro slideneeds KPI targets to animate after
- Brainstorm – people go to search engines to find solutions to problemsScrape your websiteInclude synonymsThink like your customerKeyword research tools
- Usually between 5-20 keywords per ad groupSeparate branded campaignBased on the products and services you offerBased on geographical locationBased on performance and biddingBased on brand names vs. generic namesBased on seasonality of your service or productBased on keyword match types (you can also segment this way on an ad group level too.)
- Default ad rotation is optimize for clicksDefault is all devicesUS and Canada is default geo target
- You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet. Exclamation points First letter capitalized Use call to action Benefits UPVAd extensions
- 1. The CTR contributes the largest amount (60%) to the QS which is based the amount of clicks as a measure of relevance (a measure of your Ad Text and it’s relevance to the keyword)2. The second major contributor is Keyword to Ad Relevancy to Ad Group Relevancy which is 30%.3. Landing page relevancy (10%) is based on the Keyword to Ad relevancy to Landing page relevance. Google only makes money on the click (when someone clicks the Ad) they don’t care if users buy your product or not so that’s why the landing page is only worth 10%.
- Blogs to readsourcesdisplay campaignquality score