e-CBD PPC / Paid Search Workshop

What is Paid Search?

Pay-Per-Click (PPC)

Paid Search: Common Names• Pay-Per-Click (PPC)

• Search Engine Marketing (SEM)

• Sponsored Links

• Buying Keywords

• Paying Google

• Banner / Display Ads

• & … ????

PPC :: What It Can Do

• Quickly gain traffic for your site

• Test products, ideas, keywords (SEO)

• Support organic search results (SEO)

• Hyper target customers

• Highly measurable results

• Create traffic that doesn’t exist

• Create interest that doesn’t exist

• Increase your organic (SEO) results

• Be your Google “Sugar Daddy”– PPC is not an endless stream of business

PPC :: What It Can’t Do

Let’s Break It Down…

Search Engine Results Pages (SERP’s)

Where PPC Ads Live…

Breaking Down the SERP’s

Breaking Down the SERP’s

PPC

Organic

Places

Breaking Down the SERP’s

PPC

Organic

Places

Breaking Down the SERP’s

PPC

Organic

Breaking Down the SERP’s

PPC

Organic

Places

PPC

Organic

Breaking Down the SERP’s

PPC

Organic

Local

Business Objectives?

Not Just “How To”…

But, “WHY?!”

Business Objectives?

• Increased Sales?• Branding?• Keeping up with market?• Crushing your competition!!• Increase awareness of product *XY*?• Support other marketing channels?

Outcomes: Goals?• Item Purchases• Lead Submissions• Phone Calls• Page Views (specific; informational)

• Directions (page views)

• Request for Information (download?)

• Visitor Counts

Business Objectives.

Business Objectives?

Business Objectives!

Business Objectives !!

Building a PPC Account

The Nuts & Bolts

Starting Up•Create a Google Account•Decide how you’ll pay for clicks

Account ComponentsAccount – total budget amount, admin access,

billing info, time zone settings

Campaign – geo-targeting, day-parting, budget allotment, device targeting, bid types

Ad Group – ad creative & keyword organization

Keyword – “searcher-facing” portion (user access point)

Ad Creative – messaging; keyword targeting

PPC Manager’s Perspective

Account Components

Campaigns

Ad Groups

Ads

Keywords

(More) Manager’s Perspective

And here’s where it can start to get a bit more complicated...

Searcher’s Perspective

“keyword phrase”

(searcher)

Lead Submission:“Tell Me More !!”

Searcher’s Perspective

Choosing Keywords

Targeting !!

KeyWord Resources

• Start with your website

• Then competitor websites

• Hand-typed research

• Analytics tools: referral keywords

• Google’s KeyWord Tool

KeyWord Resources

https://adwords.google.com/select/KeywordToolExternal

KeyWord Match Types

• Broad Matchkeyword phrase

• Phrase Match“keyword phrase”

• Exact Match[keyword phrase]

Writing Ad Copy

Make It Relevant!

Ad Copy Elements

• Title Line – 25 ch.• Ad Line #1 – 35 ch.• Ad Line #2 – 35 ch.• Display URL – 35 ch.• Destination URL – 1,024 ch.

“Destination URL” Element

• Title Line – 25 ch.

• Ad Line #1 – 35 ch.

• Ad Line #2 – 35 ch.

• Display URL – 35 ch.

• Destination URL – 1,024 ch.

www.weddingplanners.com/wedding-venue-examples(/specific-picture/?track_code=keyword-1&track_code…)

Conversion Tracking

How You Know You’re Winning!

Conversion TrackingConversion Snippet: apply to your “Thank You” page

Conversion Tracking

Landing Pages

Fulfill Your Ad’s Promise

Landing Pages Must:• Be relevant to your ad !!• If you said “on sale” the landing page better feature

something “on sale”

• If there was a price mentioned, it’d better be there!

• Provide clear action steps• “Don’t Make Me Think”

• Be about the item your ad promotes… • … and ONLY that item.

• No “pop-up’s”

• No redirects

Analyzing Results

Making Sense of the Data

Optimization Opportunities!!

Overview: PPC Metrics• Impression = Ad appearance

• Click = Searcher clicks an ad

• CTR = Click-through-Rate - Ratio: Clicks / Impressions = CTR- Measure of ad, keyword, campaign effectiveness

• Ad Position = Ranking of your ad creative (averaged)

• Cost = Spend per keyword, ad, ad group, campaign…

• Conversion = Action completed by searchers(i.e., lead submission, email, purchase, etc.)

Overview: PPC Metrics

Optimizing Your Account

Kill the Losers !!

Promote the Winners !!

Optimization Tips:

• A/B Test Ad Copy• Negative Keywords• Multiple match types, same keyword• Cost-per-Click bidding• A/B Test Landing Pages• AdWords Editor

AdWords Editor

Q & A:

Thanks !

Ryan PryorDirector of Search & Analytics

Dealerskins, USA

ryan@wordsgohere.com

@ryanpryor