This presentation is designed for someone looking to learn the basics of paid search. The following topics are covered: What is paid search, good and bad of PPC, creating key performance indicators and conversion tracking, keywords, campaign and ad group structure, campaign settings, ad copy, landing pages, and quality score
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
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. Conversion Tracking
Purchase
Sign up
View of a key page
Twitter: @AmplifySEM
14. buy cat nip
buy organic cat nip
cat nip online
where to buy cat nip
natural cat nip
what is cat nip
how to grow cat nip
cat nip for dogs
Twitter: @AmplifySEM
26. Thank You
Link for sources and other learning
material: http://bit.ly/VM0Kou
Twitter: @AmplifySEM
Editor's Notes
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%.