ADVANCED PPC STRATEGIES

Presented by: Greg Meyers

The optimal Campaign Structure

Tips on writing PPC Text Ads

PPC Text Ad Testing (Right vs. Wrong)

Importance of Filtering your PPC Traffic

Tips on Google’s Different Networks

When to best use Yahoo Search & MSN (Bing)

Tips for Local or Geo-Targeted Search Listings

Things to always remember….2

OVERVIEW

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CAMPAIGN STRUCTURES

DVD RETAILER EXAMPLE

It’s all about creating very tightly defined Adgroups about a specific group of products or services.

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CAMPAIGN STRUCTURES

Writing Ads is one of the most difficult parts of PPC. However, when writing them, it’s important to create many different messages to see which ones perform better. 5

WRITING PPC ADS

The Right Way Run Tests in Phases At least 3-4 totally different Ads

(ie. Price vs. Shipping vs. Quality vs. Selection) Set campaign to ROTATE Ads, Duh! Let run for two weeks or at least 10,000+ impressions. Using Web Analytics, determining successes based on

CTR%, conversions and action events

The Wrong Way Running more than 5 Ads at one time All Ads have one or two different words differentiating

them Making assumptions based on low sample size Base Successes on CTR%. Not conversions and possible

seasonality 6

PPC TEXT AD TESTING

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PPC TEXT AD TESTING

• Reaching 4 different types of audiences

• Generic + Free Shipping

• Discounted + 25% off

• Reviews + Comparison

• Affordable + Sale

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PPC TEXT AD TESTING

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PPC TEXT AD TESTING

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FILTERING YOUR PPC TRAFFIC

WHY?• Saves you money on unwanted clicks• Improves your CTR% and overall Quality

Score.• Alleviates unwanted bandwidth usage • Supports better Brand Reputation• Creates ongoing optimization model

• Negative Keywords

• Site Exclusions

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TIPS ON GOOGLE’S NETWORKS

• Google.com Search• Search Partners• Content Network• Site Placement Network• When to Avoid Specific Networks

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GOOGLE.COM SEARCH

• Best place to start a new PPC Campaign• Must be very disciplined to “game the

system”• Usually provides best chance for high CTR% • Optimal for A/B and Text AD Testing• Easily tracked in Google Analytics

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GOOGLE SEARCH PARTNERS

• Be careful to monitor where impressions are being served

• Google does not disclose all partners (only a dozen or so)

• Google Search Partners drive a lot of impressions and clicks, but none of them may convert.

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Switch to the Content Network to get more clicks for the money (ie. Lower CPC)

If you want to establish a brand presence, use Placement Targeting to identify related websites to get your message out via Banner and Video Ads

GOOGLE CONTENT NETWORK

When to switch to Content and Site Placements

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Content Network causes a lot of unqualified clicks

Gives you very low CTR% Rate which is bad

Very, very slow click history which is also bad

Susceptible to Click Fraud (Adsense)

WHY AVOID THE CONTENT NETWORK?

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Great for Branding (display Ads) Reach different & wider audience Ability to filter out bad sites and spend more

money on what works best. Test different Display Banners and messaging Usually a cheaper option to try and test the daily

and monthly budgets. You may find a relevant site or blog that

converts well for cheap.

WHY EMBRACE THE CONTENT NETWORK?

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TIPS ON USING YAHOO & MSN (BING)

• Run campaigns on Google first. WHY?o It’s a Bigger audienceo Faster learning curveo Utilize Raw Keyword Query datao Identify impression, click and budget estimateso Data can be easily exported campaign from

Adwords Editor• Create Tests• Content Network Comparison• Keyword Matching (Advanced vs. Broad)• Landing Pages• Ad Text

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LOCAL BUSINESS FEATURES

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POWERFUL GEO-TARGETING

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LOCAL GMAIL EXAMPLE

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THINGS TO ALWAYS REMEMBER

• Manually separate Content Network from Search Network

• Create separate campaign for Content Network

• If AD testing, switch Ad Rotation to ROTATE

• Run Site Placement Reports often

• Use Site Exclusion option frequently

• Monitor your daily budget to ensure your not missing opportunities

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THINGS TO ALWAYS REMEMBER

• Make sure all Landing Pages are still active and not removed (especially for dynamically generated urls such as Product pages and search results pages)

• Look at your analytics to see what “search queries” are being typed in.

• Look at your internal search engine for keywords

• Always tweak your keyword groups and look for low CTR% and impressions.

Thank You!

Greg Meyers – Founder, iGESSO Internet MarketingPhone: (610) 827-0121, Email: greg@igesso.com

Website: http://www.igesso.comBlog: http://www.semgeek.com

DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp

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