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Luke Alley taking his knowledge from managing hundreds of thousands of dollars in client spend and sharing ways to make money in PPC and things to avoid in PPC (thus helping you NOT lose money) This presentation was given at Eastern Arizona College to a handful of small business owners around the Gila Valley in Thatcher Arizona.
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How To Make Make Money & How To Lose Money In PPC
Luke Alley, Director of [email protected]
@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.
@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