There are multiple PPC channels, including Bing, Yahoo, Facebook, Twitter, and LinkedIn to name a few, which open the doors to prospective customers in the most targeted and measurable way possible. This presentation focuses on Google's online advertising service, AdWords.

1. Search Engine
Marketing: PPC
Best Practices
© SilverTech, Inc. 2017

2. Webinar Tips
● Presentation will last 30 minutes
● Q&A will follow
● The slides, recording, and tools will be
made available after the broadcast
● Thank you for joining us today!

3. P R E S E N T I N G
CONTENT STRATEGIST
Ian Hughes
As the main content writer for The SilverTech Blog
and the host of the Lead to Loyal™ podcast, Ian
aspires to create content that resonates with
SilverTech’s diverse audience of marketers and
technologists.
YOUR HOSTS
DIGITAL STRATEGIST
Sean Howe
Sean is a seasoned digital marketer with expertise in
content strategy and development, SEO, social
media, and analytics. He has expertise with inbound
marketing applications including HubSpot, Pardot
marketing automation systems, Google Analytics,
Ektron, and Wordpress CMS.
@Sean__Howe@silvertech

4. Valuable, relevant digital experiences lead to loyal
relationships with your audience.

5. Content
Marketing
Email
Marketing
SEO & SEM
Web &
Mobile
Social Media
Marketing

6. 01. Planning Your PPC
Campaign
02. Setting Up Your PPC
Campaign
03. Optimizing Your PPC
Campaign
Agenda

7. The Seven Steps to Successful Persona CreationPay-Per-Click (PPC) Channels

8. The Seven Steps to Successful Persona CreationPay-Per-Click (PPC) Channels

9. The Seven Steps to Successful Persona CreationPPC Levels the Playing Field

10. Planning Your
PPC Campaign
.01
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11. The Seven Steps to Successful Persona CreationStep One: Goal & KPI Setting

12. The 2017 State of Digital Marketing Report

13. The 2017 State of Digital Marketing Report
SMART Goals

14. The Seven Steps to Successful Persona CreationStep Two: Make Sure the Foundation is There

15. The 2017 State of Digital Marketing Report
Source: Search Engine Journal

16. The Seven Steps to Successful Persona CreationStep Three: Keyword Research

17. The Seven Steps to Successful Persona Creation“Think like a customer when your create your keyword list.”

18. The Seven Steps to Successful Persona CreationStep Four: Creative

19. The Seven Steps to Successful Persona CreationStep Five: Tracking
By navigating to the “Tools” option in the menu and selecting
“Conversions” you can complete the process of setting up your goal
tracking. Here you can select to track:
1. Website based conversion actions, such as
lead/contact form submissions
2. App downloads
3. Phone calls originating from your campaign ads

20. Setting Up Your
PPC Campaign
.02
© SilverTech, Inc. 2017

21. The 2017 State of Digital Marketing Report
There are some key elements when setting up your PPC campaign that can
make the difference between a campaign with a below average and good
level of performance. These elements are:
● Location targeting
● Ad scheduling
● Ad extensions
● IP exclusions

22. The Seven Steps to Successful Persona CreationStep One: Location Targeting

23. The Seven Steps to Successful Persona CreationPhysical Location vs Location of Interest

24. The Seven Steps to Successful Persona CreationStep Two: Ad Scheduling

25. The Seven Steps to Successful Persona CreationStep Two: Ad Scheduling

26. The Seven Steps to Successful Persona CreationStep Three: Ad Extensions

27. The Seven Steps to Successful Persona Creation
Site links - add links to other key pages on your website to help your audience find what they’re
looking for and drive engagement with your brand
Step Three: Ad Extensions
Location extensions - show your audience the nearest location of your business, your phone
number, and a map marker to offer directions

28. The Seven Steps to Successful Persona Creation
App extensions - this link that appears below your ad directs your audience to the app store to
download your business app
Step Three: Ad Extensions
Review extensions - add your best quoted or paraphrased, third party reviews using this
extension to help drive higher CTRs

29. The Seven Steps to Successful Persona Creation
Call-out extensions - call-outs are additional snippets of information that you can add about your
product or offer - another great way of increasing CTRs
Step Three: Ad Extensions
Structured snippet extensions - activating this extension allows Google to automatically show
additional details about your landing page or website content

30. The Seven Steps to Successful Persona CreationStep Four: IP Exclusions

31. Optimizing Your
PPC Campaign
.03
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32. The Seven Steps to Successful Persona CreationOptions for Optimization
1. Turn off your campaign
2. Hire a digital or SEM agency
3. Implement some of Google Adwords’ automated campaign
optimization functions, which enable you to cut the time you
invest in managing aspects of the campaign that will help
you achieve that ROI.

33. The Seven Steps to Successful Persona CreationStep One: Experiments

34. The Seven Steps to Successful Persona CreationStep One: Experiments

35. The Seven Steps to Successful Persona CreationStep Two: Weighting

36. The Seven Steps to Successful Persona CreationStep Two: Weighting

37. The Seven Steps to Successful Persona CreationStep Three: Keyword Bid Strategy

38. The Seven Steps to Successful Persona CreationCampaign Optimization - Automation or Agency?

39. In Review
Planning Your PPC Campaign
● Set clear goals and KPIs
● Make sure the foundation is there
● Conduct keyword research
● Set yourself apart with creative
● Setup goal tracking

40. In Review
Setting Up Your PPC Campaign
● Go after relevant audiences with location
targeting
● Schedule your ad when your audience is
online
● Use ad extensions to enhance your
message
● Use IP exclusions to avoid wasting ad
spend

41. In Review
Optimizing Your PPC Campaign
● Use experiments to test a variety of
campaign elements
● Use weighting to adjust and optimize
targeting
● Use flexible keyword bid strategies

42. SILVERTECH HEADQUARTERS
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