How Creating a Successful PPC Campaign Is Like Brewing a Good Beer

transcript

• Senior Manager, Paid Media & Community - Granular

• Blogger• Granular• PPCHero• SEMrush

• Craft Beer Lover• Client Experience

WHO AM I?

@MilwaukeePPC #semrushlive

BEER MENU – WHAT TO EXPECT

@MilwaukeePPC

1. The Main, Four Ingredients2. Brewing 3. Fermentation4. Packaging and Branding

#semrushlive

@MilwaukeePPC

THE FOUR INGREDIENTS OF BEER

@MilwaukeePPC

WATER GRAINS

HOPS YEAST

#semrushlive

ONE BAD INGREDIENT CAN RUIN EVERYTHING

@MilwaukeePPC

Image courtesy of Discovery Channel

• Episode 4 shows the brewing of their famous 120 Minute IPA• It’s their most expensive beer to make. That’s why it sell’s for $8-10 a bottle.• This episode shows their yeast didn’t hold up to quality standards. So they had

to dump 9,000 gallons of the beer…all because of one bad ingredient.

#semrushlive

@MilwaukeePPC

THE FOUR INGREDIENTS OF PPC

@MilwaukeePPC

CAMPAIGN SETTINGS

AD MESSAGE LANDING PAGE

TARGETING

#semrushlive

CAMPAIGN SETTINGS

@MilwaukeePPC

• GOALS• Location• Language• Bid Strategy and Budget• Ad Scheduling

The Basics Deeper Considerations

#semrushlive

ACCOUNT SETTINGS

@MilwaukeePPC

Link AdWords to Analytics to share data

#semrushlive

TARGETING

@MilwaukeePPC

Group your keywords into tight-knit ad groups by thinking about search query relevance.

#semrushlive

TARGETING – USE LAYERS WITH DISPLAY

AD MESSAGE – USE AD EXTENSIONS

AD MESSAGE – TRY AD CUSTOMIZERS

@MilwaukeePPC

1. Countdown the days left for a sale or promotion2. If it’s for a certain product, show the users how many you have left in

stock to hopefully build urgency3. If you offer prices that can fluctuate by day, ad customizers will allow

you to still use prices in ads without the effort of every day updates.

#semrushlive

AD MESSAGE – DON’T FORGET MOBILE

@MilwaukeePPC

Besides creating desktop ads, create at least two mobile ads to test against each other.

#semrushlive

LANDING PAGE – WHAT’S THE CALL TO ACTION?

@MilwaukeePPC

• Call• Search• Top Navigation• Fax• Print the page• Share on social media• Recommend on Facebook• Request a quote• Ask a question• Learn more about the company• Like their Facebook page• Read more about other

capabilities the user didn’t search for

• Still on this page? Didn’t think so.

#semrushlive

LANDING PAGE – ONE CLEAR PATH

LANDING PAGE – DON’T LIE IN YOUR ADS

BREWING

BREWING – MONITOR ANALYTICS

@MilwaukeePPC

Areas to check should be easier to spot with less data.

#semrushlive

BREWING – BE PROACTIVE W/ NEGATIVES

@MilwaukeePPC

Don’t assume exact match is fail proof!

#semrushlive

BREWING – CREATE REMARKETING AUDIENCES

@MilwaukeePPC

1. Viewed product or service but didn’t convert 2. Added product to cart but didn’t finish order 3. Pages with high amount of visits 4. Watched my videos on YouTube

1. Stayed on my site for less than 5 seconds 2. People who have already converted

For Direct Targeting

For Exclusions

#semrushlive

FERMENTATION

FERMENTATION – LET YOUR DATA SIT

@MilwaukeePPC

• Week 1 – Not too happy

• Week 2 – All important metrics improved

• Week 3 – Even more, noticeable improvements

Example for a local, B2B client

#semrushlive

FERMENTATION – SQ PATIENCE: 1ST WEEK

FERMENTATION – SQ PATIENCE: 3rd WEEK

PACKAGING & BRANDING

@MilwaukeePPC

YOU’RE NOT THE ONLY ONE OUT THERE…

HOW ARE YOU GOING TO CAPTURE SOMEONE’S ATTENTION?

#semrushlive

PACKAGING & BRANDING – MORE NOISE

@MilwaukeePPC

Image courtesy of Jennifer Slegg of The SEM Post

#semrushlive

PACKAGING & BRANDING – MANY OPTIONS ALL THE SAME

PACKAGING & BRANDING – BE DIFFERENT

We see great ads without any keyword stuffing!

PROST! LET’S SOCIALIZE!

How Creating a Successful PPC Campaign Is Like Brewing a Good Beer

Marketing