This document provides an overview of pay-per-click (PPC) advertising from basic to advanced strategies. It discusses how to choose keywords, the different match types (broad, phrase, exact), and how efficiency varies between match types. It also covers how an ad's quality score and bid amount determine ad position. The document explains features like dynamic keyword insertion and how to optimize ad text.

1. PPC from Basic to Advanced:
Basic knowledge with data

2. Providing software as a service for leading clients worldwide
Refined Labs at a glance 2
Founded in February 2007 in Munich
17 employees
Tens of millions of keywords under management
Active in 60+ markets, 30+ currencies and languages
Agencies and big direct spenders as customers
The company behind Refined Ads, a leading Cross-
Channel-Tracking Software
Next generation performance marketing software.

3. Next generation performance marketing software
Interfaces of Refined Ads 3
Next generation performance marketing software.

4. You decide where you want to appear
Match types and keywords 4
You can pick the keywords you want to appear. Research tools:
 Google Keyword Tool
 Microsoft Advertising Intelligence
There are different match types:
 Broad
vacation
 Phrase
„cheap vacation“
 Exact
[cheap vacation Italy]
 Negative
„cheap vacation“ -spain
Next generation performance marketing software.

5. Broad match is really broad
Google keyword tool example 5
Next generation performance marketing software.

6. Efficiency of different match types
CTR and conversion rate per match type 6
9,00%
Click Through Rate
8,00%
Conversion Rate
7,00%
6,00%
5,00%
4,00%
3,00%
2,00%
1,00%
0,00%
broad phrase exact
Next generation performance marketing software.

7. Your money and site decides at which position you appear
Position of keyword (Ad Rank) 7
http://support.google.com/adwords/bin/answer.py?hl=en&answer=6300
Next generation performance marketing software.

8. Your money and site decides at which position
Position of keyword (Ad Rank) 8
14%
12%
CTR
10%
Conversion Rate
8%
6%
4%
2%
0%
1 2 3 4 5 6 7 8 9 10
Next generation performance marketing software.

9. Your money and site decides at which position
Frequency of Quality Score 9
Total Keywords at Quality Score
10.000.000
1.000.000
100.000
10.000
1.000
100
10
1
0 1 2 3 4 5 6 7 8 9 10
Next generation performance marketing software.

10. Sometimes Google still doesn‘t want you to appear
First Page bid estimate 10
Google shows a „First Page bid estimate“
Determines the CPC needed to show up on first page
Value highly dependent on Quality Score
Even if your bid is below First Page bid, you might still appear
First Page bid can change quite often, depending on number of impressions
Don‘t worry to much about changes, focus on improving Quality Score
http://support.google.com/adwords/bin/answer.py?hl=en&answer=150588&topic=16345&ctx=topic
Next generation performance marketing software.

11. Sometimes Google still doesn‘t want you to appear
First Page bid 11
Imps / Keyword at X% FPBid
1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201 211 221 231 241 251 261 271 281 291
Next generation performance marketing software.

12. Sometimes Google still doesn‘t want you to appear
First Page bid 12
Imps / Keyword at FPBid +/- 20%
101
110
100
102
103
104
105
106
107
108
109
111
112
113
114
115
116
117
118
119
120
92
80
81
82
83
84
85
86
87
88
89
90
91
93
94
95
96
97
98
99
Next generation performance marketing software.

13. You can decide what the people see
Ad texts 13
Title + 1 or 2 text lines + display URL
25 characters in title
70 characters in the text
35 characters for the Display URL
Sitelinks optional
Next generation performance marketing software.

14. You can decide what people see
Dynamic Keyword Insertion (DKI) 14
Automatically inserts search phrase in text ads
Dynamic Keyword Insertion has multiple options (vacation ideas):
 {Keyword:alternative}  Vacation ideas
 {keyword:alternative}  vacation ideas
 {keyWord:alternative}  vacation Ideas
 {KeyWord:alternative}  Vacation Ideas
 {KEYWORD:alternative}  VACATION IDEAS
Be careful, might look bad
(“cheap books”  “Buy {keyword:books} cheap.”  “Buy cheap books cheap.”
Unique, specialized ad texts usually work better
Good solution mainly for the long tail
Next generation performance marketing software.

15. Being lazy is good for the long tail
CTRs with DKI 15
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
No DKI DKI On
Next generation performance marketing software.

16. is looking forward to your feedback!
Thomas Bindl
(Founder)
thomas@refinedlabs.com
Refined Labs GmbH . Residenzstraße 7 . 80333 München . info@refinedlabs.com . www.refinedlabs.com