How to make & lose money in PPC

How To Make Make Money & How To Lose Money In PPC

Luke Alley, Director of PPCLuke@AvalaunchMedia.com

@LukeAlley

@LukeAlley

Learn Top SECRETS!!!! Make $1,000,000 In 72 Hours!!!!

@LukeAlley

How to Lose Money using Google Adwords

1.Not Separating Search and Display Keywords

2.Broad Match Keywords3.No Negative Keywords4.Sending Traffic To Your Homepage5.Set & Forget6.Not Utilizing a Budget7.Not Using Geographic Targets

@LukeAlley

Not Separating Search and Display Network

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

The Search Network

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

The Display Network

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

Using Only Broad Match Keywords

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

BROAD MATCH

+MODIFIED +BROAD +MATCH

“PHRASE MATCH”

[EXACT MATCH]

@LukeAlley

Using Only Broad Match Keywords

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

MAKE MILLIONS- Millions of babies, make rain.

+MAKE +MILLIONS- Making millions, make tons of millions.

“MAKE MILLIONS”- How to make millions, make millions online.

[MAKE MILLIONS]- Make millions.

@LukeAlley

Using Only Broad Match Keywords

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

The Broad Match Rule: never start your campaign with broad match keywords. Always start with a combination of modified broad, phrase, and exact match.

@LukeAlley

Not Using Negative Keywords

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

Can you see that?

@LukeAlley

Not Using Negative Keywords

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

-NEGATIVE KEYWORD

Common negative keywords: -free, -youtube, -craigslist, -map, -facebook, -game

@LukeAlley

Don’t Send Traffic To Your Homepage – Just Don’t

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

But it’s my baby…

@LukeAlley

Create a Simple Landing Page

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

Create a Simple Landing Page

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

Create a Simple Landing Page

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

Create An Adwords Account and Forget About It

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

Not Utilizing a Budget

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

Not Using Geographic Targeting

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets

@LukeAlley

How to Make Money using Google Adwords

1. Using and Understanding Match Types2. Knowing Strengths and Weakness of

Search and Display Campaigns3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific Landing Pages

@LukeAlley

Using and Understanding Match Types

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

MAKE MILLIONS- Millions of babies, make rain.

+MAKE +MILLIONS- Making millions, make tons of millions.

“MAKE MILLIONS”- How to make millions, make millions online.

[MAKE MILLIONS]- Make millions.

@LukeAlley

Using and Understanding Match Types

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

Rule #1- Start your campaign with modified broad match, phrase match, and exact match.

Rule #2- Only use broad match if you have very low volume. Do extensive keyword research in this case.

@LukeAlley

Know Strengths and Weaknesses of Search and Display Campaigns

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

Search Network- Google.com and Search Partners (aol.com, cnn.com)

Display Network- websites, blogs, news sites, etc.

@LukeAlley

Search Campaign Strengths

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

1. Reach people right when they are searching for your product or service.

2. More qualified traffic.3. Targeting is very specific. You know

exactly what you are getting.4. Most people are familiar with how

search works.

@LukeAlley

Display Campaign Strengths

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

1. Lower Costs2. Larger Reach Than Search Network3. Less Competition4. More Difficult For Competition To Find

You

@LukeAlley

Create Tight Knit Adgroups

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

WRONG GROUPING

One Huge Adgroup• Become rich online• How to become rich• Make millions of dollars• Make money online• Make money at home online• Where to find millions of

dollars

RIGHT GROUPINGS

Become Rich• Become rich online• How to become rich

Millions of Dollars• Make millions of dollars• Where to find millions of

dollars

Money Online• Make money online• Make money at home online

@LukeAlley

Optimizing On a Regular Basis – Add New Keywords or Negative

Keywords

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

@LukeAlley

Optimizing On a Regular Basis – Test New Ads

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

@LukeAlley

Optimizing On a Regular Basis – Optimize Bids

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

@LukeAlley

Build PPC Specific Landing Pages

How to Make Money1. Using and Understanding

Match Types2. Knowing Strengths and

Weakness of Search and Display Campaigns

3. Tight Knit Adgroups4. Optimizing Regularly5. Building PPC Specific

Landing Pages

Testimonials

Compelling Ad Copy

Clean Design

Business Address

Phone Number

Trust Symbols

Large Button

Few Form Fields

Privacy Policy

@LukeAlley

Tools We Talked About

• Adwords Editor• Google’s Keyword Tool• SpyFu

@LukeAlley

So Now What?Hire Someone:• Use an agency.• Hire an in-house manager.

Do It Yourself:• Start small, then expand.• Use only keywords that are highly

relevant to your business, then go more broad.

• Track leads/sales from your site to measure ROI.

Thank You!Luke Alley, Director of PPC

Luke@AvalaunchMedia.com@LukeAlley

@LukeAlley

Not Separating Search and Display Network

How to LOSE Money1. Not Separating Search

and Display Network2. Broad Match Keywords3. No Negative Keywords4. Sending Traffic To Your

Homepage5. Set & Forget6. Not Utilizing a Budget7. Not Using Geographic

Targets8. No Frequency Capping

For Remarketing