Starting a PPC Management and SEM
Company
Introduction
Introduction
• Great way to start bringing money in while building affiliate business - quit your job sooner!
• Do as much or as little as you like
• Tools, skills etc. are synergistic - get paid to become an expert
• Good partnering opportunity
Introduction
• My story
• Market demand
• Potential - with just 10 clients, you could be making 100k per year
• Take notes!
What does a PPC / SEM Company do?
• Sets up and manages PPC campaigns
• keyword research
• bid management
• split testing ads
• Performs SEO (on page and link building)
• Gets paid a set up fee, and a monthly fee for each service
• Potential for other services
What does this course include?
• Complete “business in a box”
• Instruction on services to offer and how to perform them
• Marketing material
• Real proposals
• Pricing schedules
• Web site design and content (2)
• Instruction on how to get clients!
What this course doesn’t include
• Primer on adwords
• Setting up campaigns using hippojaw etc
• Adwords editor training
• Winner Alert setup and training
• Bottom Line - Assumes a working knowledge of PPC campaigns on page SEO and backlink building
Some things to do First
• Company Name
• Adwords My Client Center account
• Adwords certified
• Set up company (s-corp, Sole prop etc.)
• Set up banking
• Set up website
Services Offered and How to Perform them
Main Services - PPC - What’s value to client?• Huge keyword list - 100’s to 1000’s
• Adgroups set up correctly - One KW
• Keywords separated into themes for landing page optimization
• 2 ads for each adgroup
• Split testing ads EVERY day
• Bid management
• Reporting
Main Services - PPC• Cost per lead discussion
• Lead tracking discussion
• New 800 # ?
• Budget discussion - Need 1 month of tweaking!
• Funnel discussion
• Landing page with call to action (phone)
• “fly catcher”
Main Services - PPC - Keyword Research
• Adwords keyword tool for web site itself
• Adwords keyword tool for related terms - MS may be used as well
• What’s competition bidding on and ranking for?
• Set all kw’s up in themes
• local targeting in one campaign
• town name + KW in another campaign
Main Services - PPC Setup
• keyword Research
• Themes and combinations
• Local targeting, Town name
• Hippojaw, Adgrenade,Speed PPC
• Adwords editor - 2 campaigns
• Local
• National
Main Services - PPC Bid and KW Management• Bid/KW management - Must use
Adwords editor
• Every 3 days for first 3-4 weeks, then weekly (only use the prior periods stats)
• High impressions but low clicks
• sort/filter for impressions > 2500 and CTR < 1%
• Improve ads
Main Services - PPC Bid and KW Management
• Low position
• Sort/filter KW’s in positions > 8
• Increase bids by 20%
• High position
• Sort/filter KW’s in positions < 3
• Decrease bids by 20%
Main Services - PPC Bid and KW Management
• CPC too high
• Sort/filter # clicks > 20 and CPC > (target CPC * 1.25)
• Decrease bid by 15%
• Can substitute cost per conversion here if applicable
Main Services - PPC Bid and KW Management
• Winner Alert
Main Services - SEO• Keyword targeting
• recon by fire with PPC
• Competitor analysis
• Pick “top 3” - high volume/low comp.
• On page SEO - can be crucial if 50k or less competing pages ... otherwise, not as important as back links
• “Landing Pages” - Where to send top 3?
• Link building plan
Main Services - SEO• On page SEO
• Title tag
• Meta Description
• H1 tags
• Alt tags
• contact us, privacy etc.
• Usually working with their web person
Main Services - SEO
• Link Building
• See SEO document
Other Services to Offer
Other Services
• PPC landing page development
• “fly catcher” development
• Complete website development
• hosting
• Outsource using Elance