Intro to PPC Keyword Research and Ad Writing
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The document provides an overview of key aspects of search engine marketing, focusing on pay-per-click (PPC) strategies, including the importance of keyword research and effective ad copy. It emphasizes the need for campaign structure and keyword refinement to enhance ad performance and quality scores. Additionally, it discusses various tools and techniques for ad testing and optimizing PPC campaigns.
![Keywords: Refine Refine to phrase and exact match and remove generic terms Broad : gourmet coffee Phrase : “chocolate coffee beans” Exact : [coffee beans] Negative : - tea](https://image.slidesharecdn.com/keywords-intro-100719171727-phpapp02/85/Intro-to-PPC-Keyword-Research-and-Ad-Writing-9-320.jpg)
![Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 533 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog. com](https://image.slidesharecdn.com/keywords-intro-100719171727-phpapp02/85/Intro-to-PPC-Keyword-Research-and-Ad-Writing-21-320.jpg)
Intro to PPC Keyword Research and Ad Writing
- 1. Search Engine Marketing Site: http://www.schipul.com Blog: http://www.thesemblog.com Pay Per Click Marketing Keyword Research & Ad Copy Effectiveness
- 3. What Is Really Important ? Can’t write ads until you focus on the underlying campaign structure and research Keywords for your target audience. http://www.bruceclay.com.au/ppc-hierarchy-of-needs.htm
- 4. Keyword Research: Brainstorming Your Goal
- 5. Keyword: Expansion Write Down as many terms as related to your campaign. Need ideas? Competitors Blogs Site Search Data – Google Box Phone Conversations Regional Language (coke vs. soda vs. pop)
- 6. Keyword Research Suggestion Tools Free: http://adwords.google.com/select/KeywordToolExternal Free: http://www.google.com/insights/search/# Paid: http: //www.wordtracker.com
- 7. Keyword Suggestion Tools Free: http://www.google.com/insights/search/ Paid: http://www.KeywordDiscovery.com , http://www.spyfu.com
- 8. Keyword: Grouping Group in related lists
- 9. Keywords: Refine Refine to phrase and exact match and remove generic terms Broad : gourmet coffee Phrase : “chocolate coffee beans” Exact : [coffee beans] Negative : - tea
- 10. Keywords: Quality Score Not just about the money (bids) Keep phrases, landing page and ad copy closely targeted Don’t stuff ads, CTR is part of Quality Score
- 11. Are You a Billionaire? Chris Anderson : The Long Tail Don’t pick overly competitive keywords unless you have an unlimited budget
- 13. Ad Copy: What People Look For Readable Text Keywords in the Ad Cautious, Value Driven Spontaneous Reverse Psychology? http://pewinternet.org/Data-Tools/Download-Data/Trend-Data.aspx
- 14. Ad Campaign Set-Up Write Headline If possible, put the keyword in the title Use a Call-to-Action Include Benefits Look at other markets
- 15. Dynamic Keyword Insertion - DKI Complicated, but can be very targeted. Character Count Matters Awkward Wording Trademark Violations http://www.wordstream.com/dynamic-keyword-insertion
- 16. Analytics can help PPC setup
- 17. Pay Per Click: Topics to Consider Testing – Run 2-4 ads against each other for Click Thru Rate Rewrite poorly performing ads better than highest CTR Link ads to the most relevant page on your site
- 18. Pay Per Click: Ad Testing Running a new ad against a seasoned ad is not valid A/B Test. Quality Score factors in ad rank, CTR and conversion rates Launch new ads and revision of old ads at the same time.
- 19. Types of Ads - Expand Campaigns Text Ads - Content Networks Mobile Ads Image Ads Map Ads Ad Extensions
- 20. Let’s Review Keywords are part of Foundation Brainstorm Keywords Group & Refine Ad Copy Structure Competitive Ads Watch and tweak your campaign
- 21. Search Engine Marketing Schipul – The Web Marketing Company Phone: (281) 497.6567 x 533 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog. com
Editor's Notes
- #2: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #4: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #5: Research the Goal or conversion for each Campaign, then expand the list. Brainstorm different keywords that relate to what you offer.
- #7: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #9: Next, move your keywords into the ad groups where they’re most relevant. Remember to structure your ad groups in a way that makes sense and is easy to track. For example, place keywords relating to gourmet coffee in one ad group, and keywords relating to flavored coffee in another ad group. The end result should make it easy for you to write ads that correspond to the keywords being searched on.
- #10: Next, move your keywords into the ad groups where they’re most relevant. Remember to structure your ad groups in a way that makes sense and is easy to track. For example, place keywords relating to gourmet coffee in one ad group, and keywords relating to flavored coffee in another ad group. The end result should make it easy for you to write ads that correspond to the keywords being searched on.
- #11: Next, move your keywords into the ad groups where they’re most relevant. Remember to structure your ad groups in a way that makes sense and is easy to track. For example, place keywords relating to gourmet coffee in one ad group, and keywords relating to flavored coffee in another ad group. The end result should make it easy for you to write ads that correspond to the keywords being searched on.
- #12: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #14: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #15: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #16: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #17: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #18: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #19: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #20: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #21: Site: http://www.schipul.com Blog: http://www.thesemblog.com
- #22: Site: http://www.schipul.com Blog: http://www.thesemblog.com