Pay Per Click Advertising - Advanced Strategies

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Pay Per Click Advertising
Advertising with Google Adwords to Expand Your Reach

Table of Contents
1. What is PPC?
2. Why Should I Use PPC Advertising?
3. Organizing your PPC Campaign.
4. PPC Best Practices
1. Quality Score
2. 10 Ways to Optimize your Budget
3. 5 Ad Writing Tips

What is PPC?

PPC (Pay Per Click)
n PPC - Advertisers only pay when their ad is
clicked.
n Usually refers to search engine PPC campaigns.
n Google Adwords
n Yahoo Search Marketing
n Microsoft AdCenter

90% of Clicks
10% of Clicks

Google Adwords

Google Adwords - Key Terms
n Campaigns - How you organize your Ad Groups.
n Ad Groups - How you organize your keywords.
Keywords in the same Ad Group trigger the same
ad text (or creative). It's best to group your
keywords thematically so you can target ads toward
each theme, product line, or promotion.
n Creatives - The different executions of your ad.
Every word change is a different creative. Typical to
run two to four creatives per Ad Group.

Why Should I Use PPC??

4 Reasons to Use PPC
1. Easily control your budget.
2. Advertise to highly targeted prospects.
3. Easy to closely track and measure results.
4. Synergies with your organic SEO campaign.

Organizing your PPC Campaign

5 Steps to an Organized Campaign
1. Set Goals
2. Select Keywords
3. Develop Ads
4. Track Results
5. Revise

1.) Set Goals
n What results are you looking for?
n Increased trafﬁc
n Increased conversion rate
n More leads

2.) Select Keywords
1. Expand Keyword List (Brainstorming)

Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

2.) Select Keywords
1. Expand Keyword List (Brainstorming)
2. Reﬁne List
1. Selectively choose likely ‘conversion’ keywords.
2. Consider competition and price.
3. Group into thematic ad clusters.

3.) Develop Ads
1. Clearly state customer beneﬁts.
2. Include keywords in the headline.
3. Clearly state the call to action.
4. Test multiple creatives by Ad Group.

4.) Track Results
n Tight integration with Google Analytics
n Track revenue earned per keyword.
n Locate highly proﬁtable words.
n Locate unproﬁtable words.

5.) Revise
n Good Adwords campaign management requires
frequent revision.
n Monitor results closely to control spending/
maximize earnings.

PPC Best Practices
n Quality Score
n 10 Ways to Maximize your Budget
n 5 Ad Writing Tips

Quality Score

Quality Score - An algorithm used in the Pay Per
Click advertising platforms for ranking the relevancy
of landing pages to their corresponding PPC
advertisements and keywords. Higher quality scores
indicate a stronger correlation - thus giving the
customer what they are searching for.
What is Quality Score?

1. Click-through Rate.
2. Ad/Keyword Relevancy.
3. Landing Page
1. Relevancy
2. User Experience
3. Loading Time
Components of Quality Score
Click Through Rate (CTR)
60%
Keyword Relevancy
25%
Landing Page Quality
15%

10 Ways
To Maximize your Budget

10 Ways to Maximize your Budget
1. Track Conversions

2. Separate Search from Content Network

3. Separate Desktop from Mobile

4. Use Broad Match Sparingly

Match Type Will Match... Matching Examples
Broad Match
Words anywhere in phrase
Misspellings
Pluralizations
Synonyms
What is broad match?
Broad matches are easy.
Generic match
“Phrase Match”
The exact phrase anywhere
in the search query
What is phrase match?
Phrase match is more specific
[Exact Match] Only the exact search query. exact match
+Modified +Broad
Words with “+” in front must
exist somewhere in the search
query, or a close variant
(misspelling, etc.). Will not
match synonyms.
What is a Modified search broad query?
Modified broads are new.

5. Use Geolocation Targeting

6. Create Negative Keyword Lists

Negative Keyword Examples
Penny Pinchers Job Seekers Researchers DIY
• free
• discount
• discounted
• cheap
• clearance
• inexpensive
• career
• careers
• employment
• hiring
• intern
• interns
• internship
• internships
• job
• jobs
• about
• deﬁnition
• diagram
• history
• what are
• what is
• craft
• crafts
• create
• hand made
• how to
• make
• making

7. Provide Relevant Target URLs.

8. Take Advantage of Site Links

9. Take Advantage of Site Extensions by Linking
your Account with other Google Products

http://www.google.com/intl/en_us/products/submit.html

http://www.google.com/places

10. Don’t Always Target Position #1

Courtesy of Marketing Centricity

5 Ad Writing Tips

Analysis of Adwords Ad

5 Ad Writing Tips
1. Include a Call to Action

5 Ad Writing Tips
2. Experiment with Dynamic
Keyword Insertion

{KeyWord:Title Case Keyword}
{Keyword:First caps keyword}
{keyword:lower case keyword}

5 Ad Writing Tips
3. Use of Punctuation

5 Ad Writing Tips
4. Experiment with different offers/
beneﬁts.

Offer/Beneﬁt Examples
1. Free Shipping
2. Rush Shipping
3. Unlimited Warranty
4. Quality Guarantees
5. Low Price Guarantees
6. 20% Off

5 Ad Writing Tips
5. Use Display URLs effectively.

yourdomain.com/Keyword-Here

Conclusion
n A well organized PPC campaign may be an
effective means of increasing business.
n Use in conjuction with other marketing efforts,
including email marketing and organic search
engine optimization.

Questions?
hello@wojodesign.com

Pay Per Click Advertising - Advanced Strategies

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Pay Per Click Advertising - Advanced Strategies