This document provides an overview of advanced PPC strategies. It discusses optimal campaign structures with tightly defined ad groups for specific products or services. It also covers tips for writing effective PPC text ads, including testing different ads and messages to see which perform best. Additionally, it outlines the importance of filtering traffic through negative keywords and site exclusions. The document provides advice on using Google's different advertising networks like Search, Content Network, and local targeting features. It emphasizes the need for ongoing optimization of campaigns through regular reporting and tweaks.

1. ADVANCED PPC STRATEGIES Presented by: Greg Meyers

2. OVERVIEW The optimal Campaign Structure Tips on writing PPC Text Ads PPC Text Ad Testing (Right vs. Wrong) Importance of Filtering your PPC Traffic Tips on Google’s Different Networks When to best use Yahoo Search & MSN (Bing) Tips for Local or Geo-Targeted Search Listings Things to always remember…. 2

3. CAMPAIGN STRUCTURES DVD RETAILER EXAMPLE 3

4. CAMPAIGN STRUCTURES It’s all about creating very tightly defined Adgroups about a specific group of products or services. 4

5. WRITING PPC ADS Writing Ads is one of the most difficult parts of PPC. However, when writing them, it’s important to create many different messages to see which ones perform better. 5

6. PPC TEXT AD TESTING The Right Way Run Tests in Phases At least 3-4 totally different Ads (ie. Price vs. Shipping vs. Quality vs. Selection) Set campaign to ROTATE Ads, Duh! Let run for two weeks or at least 10,000+ impressions. Using Web Analytics, determining successes based on CTR%, conversions and action events The Wrong Way Running more than 5 Ads at one time All Ads have one or two different words differentiating them Making assumptions based on low sample size Base Successes on CTR%. Not conversions and possible seasonality 6

8. Generic + Free Shipping

9. Discounted + 25% off

10. Reviews + Comparison

11. Affordable + Sale7

12. PPC TEXT AD TESTING 8

13. PPC TEXT AD TESTING 9

16. Improves your CTR% and overall Quality Score.

17. Alleviates unwanted bandwidth usage

18. Supports better Brand Reputation

19. Creates ongoing optimization model 10

21. Search Partners

22. Content Network

23. Site Placement Network

24. When to Avoid Specific Networks11

26. Must be very disciplined to “game the system”

27. Usually provides best chance for high CTR%

28. Optimal for A/B and Text AD Testing

29. Easily tracked in Google Analytics12

31. Google does not disclose all partners (only a dozen or so)

32. Google Search Partners drive a lot of impressions and clicks, but none of them may convert.13

34. If you want to establish a brand presence, use Placement Targeting to identify related websites to get your message out via Banner and Video Ads14

36. Gives you very low CTR% Rate which is bad

37. Very, very slow click history which is also bad

38. Susceptible to Click Fraud (Adsense)15

40. Reach different & wider audience

41. Ability to filter out bad sites and spend more money on what works best.

42. Test different Display Banners and messaging

43. Usually a cheaper option to try and test the daily and monthly budgets.

44. You may find a relevant site or blog that converts well for cheap.16

46. It’s a Bigger audience

47. Faster learning curve

48. Utilize Raw Keyword Query data

49. Identify impression, click and budget estimates

50. Data can be easily exported campaign from Adwords Editor

51. Create Tests

52. Content Network Comparison

53. Keyword Matching (Advanced vs. Broad)

54. Landing Pages

55. Ad Text17

56. LOCAL BUSINESS FEATURES 18

57. POWERFUL GEO-TARGETING 19

58. LOCAL GMAIL EXAMPLE 20

60. Create separate campaign for Content Network

61. If AD testing, switch Ad Rotation to ROTATE

62. Run Site Placement Reports often

63. Use Site Exclusion option frequently

64. Monitor your daily budget to ensure your not missing opportunities21

66. Look at your analytics to see what “search queries” are being typed in.

67. Look at your internal search engine for keywords

68. Always tweak your keyword groups and look for low CTR% and impressions.22

69. Thank You! Trellian Keyword Discovery OFFER! Get 20% OFF Discount & FREE 20 Minute Tutorial www.igesso.com/KeywordDiscovery Greg Meyers– Founder, iGESSOInternet Marketing Phone: (610) 827-0121, Email: greg@igesso.com Website: http://www.igesso.com Blog: http://www.semgeek.com DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp