Advance Pay Per Click Strategy
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This document provides an overview and best practices for winning pay per click strategy. It discusses focusing on effective ad copy that sells benefits, stabilizing account settings and keyword categorization, using tools to track key metrics like conversions, and advanced bidding strategies like position preference and ad scheduling. Maintaining continuous improvements to ads, keywords, negatives and account settings is emphasized as key to ongoing success.
Advance Pay Per Click Strategy
- 1. Winning Pay Per Click StrategyTony Nguyen
- 2. AGENDA123564Quick Review of Last SessionPart 1 – It’s all about the AdsPart 2 – Stabilize account activitiesPart 3 – Use tools provided to gain speed and effectivenessPart 4 – Focus on core metricsPart 5 – Bidding for Success
- 3. SESSION 1 REVIEW123Proper Keyword Research is crucialEffective Ad CopyTesting Ads and Performance
- 4. The Main Focus Should Always Be Your Ad!123564 What is your value proposition?Sell Benefits not Features!Differentiation / Stand out! Clarity trumps PersuasionAligning Your Copy With Your MarketUse Credibility & Trust Indicators
- 5. Ad Copy Best Practices•Use the ad group’s keywords in the ad copy, specifically the headline.•Sell the benefits of your product or service, not features.•Use a call-to-action (“act now”, “get free report”, “book an appt”)•Test at least 2 ads simultaneously•Make your ad stand out from your competitors. Do a search and analyze their ads.•It’s rarely effective to include your company name or domain in your ad text. That’s what the display URL is for.•Choose a website name that’s very descriptive for your niche.•The sole focus of an ad is to get the user to click the adNot to sell a product. The landing page sells the product.
- 6. Ad Copy StrategyApproaches to Ad Copy•Emphasizing an immediate or rapid result•Using metaphors or word pictures•Phrase the ad as a question•Stress the “try before you buy” proposition•Make a guarantee•Challenge the ad reader (“Discover the…” “Experience the…”)•Make a time-sensitive offer•Tell a story in your ad•Create trust•Compare your product to another Example text
- 7. AD SAMPLESUSE POWERFUL WORDS
- 8. Stabilize the Account & Campaign123564Use the right campaign settingsKeywords – Categorize them & start smallKeywords – Know the exact user queryNegative Keywords – Use as much as possibleCore Metrics - Track ConversionsSuccess = Daily Maintenance
- 10. It’s about Keywords Start small with main category keywords
- 11. Don’t load every keyword until you analyze it’s meaning
- 12. Understand the keyword in it’s cycle before adding
- 13. Group keywords into small focus groupsUnderstand Your Keywords
- 14. Keyword Cycle
- 15. Know the exact user query (search phrase)Search engines use a keyword matching system to match user’s search phrases with Keyword selection in pay per click campaigns.This means the actual user query is allocated to the best match keyword phrase in your account, this is used to activate your ads.If you don’t know the actual searched keyword, you won’t know what to do with it.
- 16. Identify actual user searched phrase
- 17. Keyword Position is “Visibility”Identify which keywords are bestTest which position is best* Position placement is determined by quality and bidding (how much you can afford)
- 18. Negative KeywordsNegative Keywords MatchBroad
- 19. Phrase
- 20. ExactTips:Get Proficient with Negatives as you do with Positive Keywords
- 21. Use Maximum Negative Keywords per campaignNegative keywords are filtering words that stop your ads from showing.
- 22. Why are Negative Keywords So Important?
- 23. How do I find negative keywords?Use Google Keyword Tool
- 24. Logic
- 25. Pre-built Listwww.payperclickhouston.com/ppc-tools-pay-per-click-houston.htmlA Better Way!Build the list as they come!You’ll then understand the searches in relation to the keywords you used.
- 26. How to build the best Negative Keyword List “as they come in” -Let Google find the Negative Keywords For You.
- 27. Track Conversion to Measure Success
- 28. Track Conversion to Measure Success!
- 29. Track Conversion to Measure Success!
- 30. Track Conversion to Measure Success!
- 31. Advance Bidding StrategyPosition Preference (Bidding by Position of Ads)Ad Scheduling (Day Parting) Bidding by Day or Week or Time of DayCoverage (Bidding For Visibility)
- 32. Position BiddingTest different positions to see what works
- 33. Generate Google Reports to spot conversions at different positions
- 34. Use a simple spreadsheet to study data compiled
- 35. Understand the cost associated with moving up in positionOnly works if you have installed tracking code to track conversion goals.
- 36. Historic observation in ad positionTop Position For Branding
- 37. On average, little conversion rates change between position (Google Study)
- 38. While Conversion Rates unchanged, the CPA does on different positions
- 39. CTR changes throughout different position
- 40. CTR increases with CPCbidding for the highest positions on the search results pages makes sense only for high-budget advertiserscompanies with a direct marketing focus (e.g. most advertisers) will typically maximize their profits by bidding for the second-to-last position on broad keywords and positions five to seven for niche keywords. The days of campaign success relying solely on good bid management are long over.
- 41. Ad Scheduling!
- 42. Advance Bidding StrategyOne Metric that isn’t talked about is the “Coverage” metricThis can increase search traffic by 400%
- 43. 97% of Advertisers have a coverage of only 20%.
- 44. Low Coverage = Lost OpportunitiesHow to spot low “coverage”Lost Impression by RankLost Impression by BudgetLost Impression by Exact Match KeywordsYou can also drill down to the keyword level.
- 45. Tips for successContinuous ImprovementsContinuous ManagementContinuous Negative Keywords managementContinuous Ad Copy ImprovementsContinuous Quality Score ImprovementsAs you can see…It’s an ongoing job!But can be fun and profitable.