Post on 09-May-2015
description
Setting Your PPC for Success Out of the Gate
Matthew UmbroDirector of Paid Search at Exclusive Concepts
Founder of PPCChatMarch 12, 2014
Title
#SMX #21B
@Matt_Umbro
Agenda
#SMX #21B
@Matt_Umbro
• The Basics• Conversion Tracking• Campaign Settings• Keywords & Ad Copy• Sitelinks
The Basics - Checklist
#SMX #21B
@Matt_Umbro
Ensure Google Analytics, Webmaster Tools, and Merchant Center accounts are linked
Set up auto tagging in AdWords Tag Bing Ads URLs Decide which notifications to receive – especially
billing and disapproved ad alerts
Conversion Tracking - Checklist
#SMX #21B
@Matt_Umbro
Decide whether to track all conversions or only unique
Set up unique conversions for each goal If tracking revenue, include order subtotal
variable in conversion codes Test conversion code(s) are working before going
live
Quick Poll
#SMX #21B
@Matt_Umbro
Which setting (locations, ad schedule or devices) can have bid modifiers at the ad group level?
Campaign Settings - Checklist
#SMX #21B
@Matt_Umbro
Determine from the beginning whether you will target mobile devices and which operating systems (Bing Ads)
Add specific locations in order to view data directly in settings tab
Add Spanish as a targeted language for bilingual speakers
Accelerate your ad delivery while rotating ads indefinitely
Do turn on plurals, misspellings, and other close variants
Keywords & Ad Copy
#SMX #21B
@Matt_Umbro
http://www.clixmarketing.com/blog/wp-content/uploads/2008/02/worlds-biggest-negative-keyword-list.txt
Quick Poll
#SMX #21B
@Matt_Umbro
How many of you write mobile ads differently from desktop ads (and I’m not just talking about checking off the mobile preference button)?
Keywords & Ad Copy - Checklist
#SMX #21B
@Matt_Umbro
Write at least 4 ads per ad group, 2 desktop and 2 mobile (mobile specific checked off)
Mobile ad description lines should be under 60 characters
Mobile ads should have clear and quick call to action (eg: Buy Now!, Fast Mobile Checkout!)
Bing Ads allows for 71 character description At least 1 ad in every ad group should have an
extended headline All display URLs should use proper casing
Sitelinks - Checklist
#SMX #21B
@Matt_Umbro
Write at least 6 sitelinks for every campaign Write ad group level sitelinks for top impression
ad groups Write sitelink descriptions only for branded
campaigns Write desktop specific and mobile specific
sitelinks Desktop sitelinks should be no more than 22
characters and mobile sitelinks no more than 17