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search engine optimization & internet marketing
5 Steps to PPC Success
Search Engine Marketing, Display Advertising, Social Media
Pay-per-Click Management
Get Educated
Keyword Research
Campaign / Ad Group Setup
Budgets and Bidding
Landing Page Optimization
@mark_barrera
The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads
These properties include: Search sites, content pages, newsletters, email services & discussion boards
Search partners,including:
Google properties,including:
The Google Network
reaches over 80% of
Internet Users worldwide
Content publishers,
including:
80%
GoogleNetwork
80%
Others20%
Account Management@mark_barrera
Get Educated
Eat Their Food
@mark_barrera
Get Educated Enhanced
Campaigns:
Ad level Extension control
In-depth reporting on Sitelinks
Elimination of device specific campaigns
If you target mobile, plan a migration strategy
Watch CPCs / CPAs as many expect these to rise for device targeted campaigns.
@mark_barrera
Keyword Research
Google Tools
Bing Tools Analytics SEMRush UberSugge
st Keyword
Discovery
@mark_barrera
Keyword Research
SEMRush / SpyFu / KeywordSpy
@mark_barrera
Keyword Research@mark_barrera
Yahoo Clues
Keyword Targeting
Mind Maps
@mark_barrera
Keyword Targeting
Purchase
Informational
News
How-to’s
Geographical
Informational
News
How-to’s
Negatives
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Keyword Match Types
1. Exact – Will never capture full market share
2. Phrase
3. Broad Match Modifier
4. Negative Keywords – Very Important
@mark_barrera
Account Structure
Targeting options: you can target ads by location and language
Regional/Local, Country, Global & Customized Targeting
40 different language targeting options to choose from
@mark_barrera
Ad Group Structure
THIS
@mark_barrera
Not This
Ad Testing
Ad Copy Tests: HeadlineKeyword Insertion Call to Action – Call TodayURL – (sub)domain vs subfolder Symbols - ™Unique Selling PropositionSeasonality
@mark_barrera
Ad Targeting Location Matters: you can target ads by location and
language
@mark_barrera
Targeting options: you can target ads by location and language
Regional/Local, Country, Global & Customized Targeting
40 different language targeting options to choose from
Ad Targeting@mark_barrera
Ad Extensions
Location extensions:
Call extensions:
Social extensions:
Product extensions:
Seller ratings:
Sitelinks:
Offer extensions:
Dynamic Search Ads:
@mark_barrera
Metrics Matter: Don’t focus on one or two metrics
@mark_barrera
Bid Analysis
Bidding Automation
Automate: Use ‘Automated Rules’ to make management easier
Regional/Local, Country, Global & Customized Targeting
40 different language targeting options to choose from
@mark_barrera
Landing Page Optimization
Calls to Action: Phone Calls / Chat / Forms / Sales
Content Length: Less or more, which do your users prefer?
No Way Out: Do you have external pointing links on your landing page?
@mark_barrera
Landing Page Optimization@mark_barrera
Landing Page Optimization
Statistical Significance: make sure the data is right
Don’t test everything: Start with high volume landing pages. Make sure you have a control.
Be Dramatically Different: Most people test variations of a page by moving the same elements around.
@mark_barrera
Track EVERYTHING@mark_barrera
Bonus: AdWords Scripts
https://developers.google.com/adwords/scripts/Easier to use than APIsMore powerful than AdWords EditorGreat post at SEL on some uses
http://selnd.com/XCi6Uy
@mark_barrera
Paid Search Enhances SEO
Keywords ranking 5th or lower can drive 96% incremental traffic using PPC
@mark_barrera