Pay-Per-Click Marketing Presented by:

Transcription

1 Pay-Per-Click Marketing Presented by: Kim Toomey Digital Strategist x229 Anvil Media, Inc.

2 INTRODUCTION

3 Anvil Media Digital Strategist Digital Measurement & Analysis 5+ Years managing PPC

4 About Me

5 Why PPC? Your Customers Problems = Your Solutions

6 Where to Start: SEARCH ENGINES

7 Market Share Search Engine Market Share 3% 13% 16% 68% Google Bing Yahoo Ask September ComScore

8 Google vs. Bing

9 Google AdWords

10 Bing Ads

11 Ready to launch BUILDING A KEYWORD LIST

12 Keyword Research Tools

13 Keyword Research Tools Google Instant Search Results

14 Keyword Research Tools

15 Long Tail Keywords Bottom Line, searches are getting longer and more specific.

16 Keyword Tips Tip #1: Optimize for plurals, misspellings and phrases

17 Keyword Tips Tip #2: Branded phrases do well

18 Keyword Tips Tip #3: Optimize for different phases of the buying cycle

19 Building your Keyword List (1) Research keywords and compile large master list

20 Building your Keyword List Example: cookbook cookbook cookbook club joy of cooking cookbook online cookbook moosewood cookbook new cookbooks cookbook so3ware anarchist cookbook dessert cookbooks cookbook template cook yourself thin cookbook homemade cookbooks make your own cookbook electronic cookbook old cookbooks cookbook publishers cookbooks for sale discount cookbooks be9y crocker cookbook used cookbooks crock pot cookbook diabe:c cookbook cheap cookbooks mexican cookbook taste of home cookbook custom cookbook rachael ray cookbook vegetarian cookbook trisha yearwood cookbook baking cookbooks cookbook recipes slow cooker cookbook pillsbury cookbook family cookbook hungry girl cookbook 101 cookbooks personalized cookbook be9y crocker low carb cookbook kids cookbook vintage cookbooks cookbook recipe so3ware making a cookbook blank cookbooks kitchenaid cookbook cookbook fundraiser wri:ng a cookbook diet cookbooks healthy cookbooks cookbook covers cookbooks for men best cookbooks cooking light cookbook soup cookbook living cookbook chinese cookbook cookbook names digital cookbook be9er homes cookbook

21 Building your Keyword List (2) Eliminate irrelevant keywords and group into categories

22 Building your Keyword List Eliminate Irrelevant Keywords cookbook cookbook club joy of cooking cookbook online cookbook moosewood cookbook new cookbooks cookbook so3ware anarchist cookbook dessert cookbooks cookbook template cook yourself thin cookbook homemade cookbooks make your own cookbook electronic cookbook old cookbooks cookbook publishers cookbooks for sale discount cookbooks be9y crocker cookbook used cookbooks crock pot cookbook diabe:c cookbook cheap cookbooks mexican cookbook taste of home cookbook custom cookbook rachael ray cookbook vegetarian cookbook trisha yearwood cookbook baking cookbooks cookbook recipes slow cooker cookbook pillsbury cookbook family cookbook hungry girl cookbook 101 cookbooks personalized cookbook be9y crocker low carb cookbook kids cookbook vintage cookbooks cookbook recipe so3ware making a cookbook blank cookbooks kitchenaid cookbook cookbook fundraiser wri:ng a cookbook diet cookbooks healthy cookbooks cookbook covers cookbooks for men best cookbooks cooking light cookbook soup cookbook living cookbook chinese cookbook cookbook names digital cookbook be9er homes cookbook

23 Building your Keyword List Group into Categories Family Cookbook Healthy Cookbooks family cookbook healthy cookbooks kids cookbook vegetarian cookbook joy of cooking cookbook cook yourself thin cookbook 101 cookbooks diet cookbooks better homes cookbook soup cookbook betty crocker cookbook cooking light cookbook taste of home cookbook living cookbook Buy Cookbooks used cookbooks cheap cookbooks best cookbooks discount cookbooks new cookbooks old cookbooks cookbooks for sale vintage cookbooks Make Your Own Cookbook cookbook template make your own cookbook making a cookbook personalized cookbook digital cookbook writing a cookbook custom cookbook online cookbook cookbook recipe software homemade cookbooks

24 Building your Keyword List (3) Segment Priority and Reinforcing keywords

25 Building your Keyword List Priority keyword: user intent is clear: they want to take an action (e.g. buy cookbook) Reinforcing keyword: user intent is less clear, but leads us to believe they will take action soon (e.g. used cookbooks)

26 Building your Keyword List Buy Cookbooks Keyword Type cheap cookbooks Priority discount cookbooks Priority cookbooks for sale Priority used cookbooks Reinforcing best cookbooks Reinforcing new cookbooks Reinforcing old cookbooks Reinforcing vintage cookbooks Reinforcing

27 Keyword Match Types Adjust bids based on match type Broad match tends to be less relevant, but cheaper traffic

28 Getting Started ACCOUNT STRUCTURE

29 Account Structure

30 Account Setup 101 Keys to a good account structure Highly relevant keyword list Tightly themed Campaigns & AdGroups Customize Ads to match keywords

31 Campaign Setup

32 AdWords Interface

33 PPC Definitions Impressions - # of times your ad was shown Clicks - # of times your ad was clicked on CTR(click through rate) clicks/impressions Avg. Position How high on search results page your ad is showing Avg. CPC (cost per click) How much you re paying per click Conversions Individual goal that you set for your account (code to be added to your site)

34 Campaign Settings

35 Google Networks

36 GeoTargeting

37 Device Targeting

38 Messaging AD TEXT

39 Ad Text Create PPC Ads by AdGroup Headline = 25 Characters 2 Description Lines = 35 Characters each Display URL = 35 Characters Destination URL = Landing Page Ok to use!? Proper capitalization only

40 Ad Text Best Practices Best Practice: At least 2 active ad variations per ad group.

41 Advanced Ad Text Tricks Sitelink Extensions Link to 4 other pages of your site Location Extensions Link to address w/ directions Social Extensions Google+ only Mobile App Extensions Link to mobile app Call Extensions Phone number, click to call automatically enabled on mobile device

42 Make your Life Easier! PRO TOOLS

43 AdWords Editor

44 Bing Ads Editor & Excel Plug-in

45 Bing Import from Google

46 TOMORROW WORKSHOP

47 FREE MONEY