How to Manage a PPC Campaign the basics

1
How to Manage a PPC Campaign (the basics)
2
Agenda

• Generating Keywords
• Buying Cycles
• Crating Ads
• Landing Pages

3
KeywordsHow to Generate Them

• Brainstorm
• Use a tool that makes it easy for you to
  manipulate your lists www.goodkeywords.com FREE
• Pick terms that a customer might use to describe
  what you have (Pain Factor)
• Analyze your site and research competitors sites
• Categorize

4
The Pain Factor Example

• You are a business traveler and have been using a
  heavy computer laptop for the last two years. You
  decide it is time to buy a new laptop. You are
  looking for an ultra portable laptop. What
  keywords are you going to use to look for your
  ideal laptop?

5
laptop portability, slim laptop, ultra portable
laptop, light laptop
6
Where are all the big companies like HP, Dell
Toshiba and retailers like BestBuy and Circuit
City
7
They are all right here paying more that 25 per
click on the keyword computers
8
The Pain Factor

• The Pain Factor helps you identify niche keywords
  (you would only pay about .10 for the keyword
  laptop portability). It also helps you know
  your customer better.

9
KeywordsGuidelines Best Practice

• Always keep your customer in mind
• Identify how the customer has indicated specific
  interest by entering keywords for his/her search
• Catalog the range of keywords that would describe
  your specific product or service
• Use specific keywords, the more specific you get
  the more targeted your leads become and the lower
  you CPC

10
KeywordsGuidelines Avoid

• Using keywords that are too general
• Marginally related keywords
• Keywords for things you dont offer
• Describing content found beyond your web site

11
How Customers searchBuying Cycle
Become Informed Shop
Purchase
Keyword Television Sony Television
Sony model APX1342
Buying Cycle Information Gathering Comparing
Committed to Purchase
12
How Customers searchImplications
Become Informed Shop
Purchase
of Keywords Up to 50 (general)
100-500 (medium) 500-5,000 (specific)
Search Volume High
Medium Low
Conversion Rate Low
Medium
High
13
Generating Keywords Example

• Use excel
• CONCATENATE formula to combine keywords
• LEN formula to keep track of the length of your
  keywords
• PROPER formula to generate Ads. Capitalize the
  first letter on each keyword
• Remember to leave a space after each keyword

14
Example CONCATENATE
15
Example PROPER
16
Know How Users Search
81 of all users enter more than one word when
searching. 49 enter 3 words or more. The number
of searches using 3 is growing every month
17
And How Advertisers Buy Keywords
Although 50 of searches type in 3 words per
search, roughly 75 of marketers are still
concentrating their keywords buys on 1 word or 2
word keywords
18
But How About Click-through?
More specific keywords have better CTR
19
Titles and Descriptions

• Your Ad Serve 3 Objectives
• Introduces your company to the customer
• Indicates the quality of your site
• Communicates whether or not your site contains
  what the user is looking for

20
Titles and Descriptions Best Practices I

• Write as if you were a neutral third-party
  describing the site
• Write your Ad to meet the needs of the searcher
• Write Ads that are accurate
• Avoid superlativese.g., best, lowest,
  greatest.

21
Titles and Descriptions Best Practices II

• Use the Keyword feature
• Direct the searcher to the page that is most
  relevant to the search

22
The Keyword feature on Google allows you to
insert the searched keyword in your title
increasing CTR
23
BAD Landing Page Example. I typed in the keyword
Toshiba Laptops and I clicked on this Ad
24
This is the page I was taken to. I dont see a
single Toshiba machine. Therefore, Ill leave the
page
25
Lets try this one
26
Right! This is what I was looking for.
27

• Hopefully all this information will help you get
  started on your PPC projects. If you have any
  questions feel fry to email me at
• francisco_at_webevident.com
• Thank you!