Bill Martin - “Turbocharge Your PPC Campaigns”

Turbocharge Your PPC CampaignsBill Martin – Senior Manager of Paid Search : Big Wing Interactive

Paid Search Spend Continues to Grow

IgnitionOne’s latest report• US Paid Search Spend Up 22%• Spend in Mobile up 71% year over year .• Tablet Spend up 22%• Click Volume Growth only 6% Bing up 22%• CTR’s up Google 35% Yahoo/Bing up 24%• Overall Impressions down 13% as Advertisers

moved away somewhat from GDN

What Does It Mean?• Spend and CTR increases way

outpaced the overall growth in click volume

• Your competitors are turning up the heat

• More people are using tablets and mobile devices than ever before on Google and Bing/Yahoo.

Accounts Must be Better Optimized

• Better optimized / structured accounts – Increase CTR

Accounts Must be Better Optimized

• Better optimized / structured accounts – Increase CTR– Have a lower CPC

Accounts Must be Better Optimized

• Better optimized / structured accounts – Increase CTR– Have a lower CPC– Have a higher conversion rate

Accounts Must be Better Optimized

• Better optimized / structured accounts – Increase CTR– Have a lower CPC– Have a higher conversion rate– Don’t waste money on irrelevant searches

How Do We Make Better Campaigns?

• 3 Things That Will Enhance a Paid Search Campaign– Long Headlines– Ad Extensions– Use Broad Match Sparingly

Stand Out - Long Headlines

Lets Search “nursing jobs”

Stand Out - Long HeadlinesLets Search “nursing jobs”

Pos. 2

Pos. 3

Pos. 5

Which Ad is the most compelling?

How is it done?

PUNCTUATION.

Use All of the Ad Extensions

Search engines give us extra real estate – USE IT!

Make sure you are advertising for the right items

Location Extension• Very important for brick and mortar• Lets people click for directions on mobile• Must be linked with your Google+ for business

listing• Cost same as a standard CPC

Call Extensions

• Excellent for increasing conversions• Again Critical for any mobile campaign• Google / Bing can track the call as a conversion.

Site Link Extensions- now with bling!• Quick links to other services or interesting areas

of your website

Callout Extensions• No URL needed, increase CTR

Other extensions that might be useful

• Review Extensions • App Extension – Promote

D/L of your App

Broad Match – Use Sparingly

• Broad Match is VERY broad. – Broad match does not have to have the

keyword or search term to show to trigger an ad

– Terms related to the keyword can trigger your ad

– Sometimes good ie. Cars triggers automobiles– Sometimes very very bad.

Real – World Example • Google is quick to apply terms associated with your search terms to

your search terms, not always in a good way.