[WEBINAR] PPC Ad Doctors Webinar

#PPCaddoctorstrada.com

The PPC Ad

Doctors Are In!

#PPCaddoctorstrada.comtrada.com

Anna Sawyer, Marketing Manager@annafsawyer

Rob Lenderman, Co-Founder, BoostCTR

@boostctr

trada.com

trada.comRob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Why do we needgreat ads?

trada.com

There are a lot of ads on a search results page.

You need to figure out how to get a user to click on yours.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Structure success: ad groups

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Starting with small, thematically relevant ad groups is the best way to get a good Quality Score and place a highly targeted ad in front of a user.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Ad groups are groups of keywords that share a common set of ads.

trada.com

ad group:stethoscopes

Looking for Stethoscopes?All Styles on Sale: Cardio, IM, RNSafe & Secure with Free Shippingtradamedicalsupplies.com/stethoscopes

Professional StethoscopesCompare Types of StethoscopesQualified orders over $25 ship freetradamedicalsupplies.com/stethoscopes

2011 Best StethoscopesHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

Stethoscope ReviewsHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

compare stethoscopesstethoscope reviews

best stethoscope2011 stethoscope reviews

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Start by organizing your keywords into small, relevant ad groups.

trada.com

product

tail size

concept terminology

theme

point in sales funnel

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Try targeting points in the sales funnel to get inside the head of the searcher!

product

tail size

concept terminology

theme

point in sales funnel

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

The sales funnel:

Research

Direct

Price/Feature Comparison

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

I need something to help me listen to hearts!

I want a Littmann Cardiology 3 stethoscope

I’m determining which stethoscope to buy.

Looking for Stethoscopes?See our styles: Cardio, IM, RNLive Agent Ready for your Questionstradamedicalsupplies.com/stethoscopes

2011 Best StethoscopesHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

Littman StethoscopesAll models of Littman Cardiology Stethoscopes. Free Shipping!tradamedicalsupplies.com/littman-stethoscopes

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Build your ad groups around points in the sales

funnel.

trada.com

ad group:stethoscopes, price/feature

comparison

Looking for Stethoscopes?All Styles on Sale: Cardio, IM, RNSafe & Secure with Free Shippingtradamedicalsupplies.com/stethoscopes

Professional StethoscopesCompare Types of StethoscopesQualified orders over $25 ship freetradamedicalsupplies.com/stethoscopes

2011 Best StethoscopesHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

Stethoscope ReviewsHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

compare stethoscopesstethoscope reviews

best stethoscope2011 stethoscope reviews

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Differentiate yourself!

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Type your keywords into a search engine.

What are your competitors promising?

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Based on your competitive research,

determine how you can stand out.

trada.com

secure download

huge selection

shipping deals

price

If your competitors are writing ads about price,

offer great selection or

service.

trada.com

Every Type of StethoscopeMassive Selection, Free ReturnsAward-Winning Customer Service.tradamedicalsupplies.com/stethoscopes

Discount StethoscopesLowest Prices on StethoscopesBulk Saves 20%. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

price/offer

selection/service

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

How else can you differentiate?

trada.com

Looking for Stethoscopes?Browse our Virtual WarehouseFree Shipping and Returnstradamedicalsupplies.com/stethoscopes

Premium Stethoscopes“I Loved the Selection and Price!”Lifetime Warranty, 100% Guaranteedtradamedicalsupplies.com/stethoscopes

testimonial/warranty

free shipping

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Get emotional.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Use compelling, emotionally-charged language to increase

click-through rates.

trada.com

rock-bottom prices

offer ends soon

incredible deals

massive selection

trada.com

The anatomy of a great ad

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

compelling copy

title casing

a standoutoffer

targetedmessaging

calls-toaction

a sense ofurgency

A great ad has many elements.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

Conversational headlines attract attention.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

Calls-to-action tell a user what to expect

when she clicks!

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

An offer or discount can stand out against

the crowd.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

Title casing is proven to improve

click-through rate.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.com

Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

Create a sense of urgency with promotions and end dates.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Never stop testing!

trada.com

Paid search is an incredibly powerful message-testing

platform.

Keep testing

Use what you learn

Get immediate data

Test your ads

trada.com

Looking for Stethoscopes?Massive Selection, Lowest PricesShop Now for 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

Depending on your spend, test up to 4 ads/ad group.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Looking for Stethoscopes?Massive Selection, Lowest PricesBulk Saves 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

Looking for Stethoscopes?Massive Selection, Lowest Prices100% Satisfaction Guaranteedtradamedicalsupplies.com/stethoscopes

Looking for Stethoscopes?Massive Selection, Lowest PricesFree Shipping and Easy Returnstradamedicalsupplies.com/stethoscopes

trada.com

Right away, you’ll be able to see which ads

perform best.

Quality Score

Conversion rate

Click-through rate (CTR)

Check for these metrics:

trada.com

Use what you learn. If the winning messages worked

for PPC, they’ll work across channels.

emailmarketing

Facebook

display

inbound

SEO

trada.com

Don’t stop testing!

Forever.

Rinse, repeat!

Replace the two least-performing ads with

new ones.

Allow ads to run until you have a solid data set.

In review:

trada.com

Get organized first with small, relevant ad groups.

Try building ad groups to target stages in the sales funnel.

trada.com

Find a way to be different from your competitors.

trada.com

Use emotional, powerful language.

trada.com

Use emotional, powerful language.

trada.com

Keep testing ad copy!

trada.com

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyer@boostCTR

Time for questions!