Pay-Per-Click Marketing Presented by: Kim Toomey Digital Strategist 503.595.6050x229 kim@anvilmediainc.com Anvil Media, Inc.
INTRODUCTION
Anvil Media Digital Strategist Digital Measurement & Analysis 5+ Years managing PPC
About Me
Why PPC? Your Customers Problems = Your Solutions
Where to Start: SEARCH ENGINES
Market Share Search Engine Market Share 3% 13% 16% 68% Google Bing Yahoo Ask September 2012 - ComScore
Google vs. Bing
Google AdWords
Bing Ads
Ready to launch BUILDING A KEYWORD LIST
Keyword Research Tools
Keyword Research Tools Google Instant Search Results
Keyword Research Tools
Long Tail Keywords Bottom Line, searches are getting longer and more specific.
Keyword Tips Tip #1: Optimize for plurals, misspellings and phrases
Keyword Tips Tip #2: Branded phrases do well
Keyword Tips Tip #3: Optimize for different phases of the buying cycle
Building your Keyword List (1) Research keywords and compile large master list
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
Building your Keyword List (2) Eliminate irrelevant keywords and group into categories
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
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
Building your Keyword List (3) Segment Priority and Reinforcing keywords
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)
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
Keyword Match Types Adjust bids based on match type Broad match tends to be less relevant, but cheaper traffic
Getting Started ACCOUNT STRUCTURE
Account Structure
Account Setup 101 Keys to a good account structure Highly relevant keyword list Tightly themed Campaigns & AdGroups Customize Ads to match keywords
Campaign Setup
AdWords Interface
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)
Campaign Settings
Google Networks
GeoTargeting
Device Targeting
Messaging AD TEXT
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
Ad Text Best Practices Best Practice: At least 2 active ad variations per ad group.
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
Make your Life Easier! PRO TOOLS
AdWords Editor
Bing Ads Editor & Excel Plug-in
Bing Import from Google
TOMORROW WORKSHOP
FREE MONEY