Building a Solid Foundation for Your PPC

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Building a Solid Foundation for Your PPC

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Matt Umbro• Senior Account Manager• @matt_umbro

Jacob Brown• Senior Account Manager• @jakebrownppc

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Welcome

Agenda

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Agenda

• Structuring Accounts• Choosing Your Keywords• Bid Strategies• Writing & Testing Ad Copy• Ad Extensions• Shopping Campaigns• Remarketing Campaigns• Mobile-Specific Copy & Pages• Google To Bing• New Features And Betas

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Welcome

Structuring Accounts

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Structuring Accounts

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Welcome

Choosing Your Keywords

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Consider your keywords based upon:

● User Intent - ready to convert or just looking? For example, “buy oval coffee table” or “coffee tables”

● Bids - broader keywords tend to be more expensive

● Intended Return - will the keyword help you hit your goals?


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Welcome

Bid Strategies

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Bid Strategies

Consider using the following bid suggestion strategies when aligning strategies with goals:

● Goal: ROAS ○ (Revenue/Click)/ROAS Goal

● Goal: CPL ○ CPL Goal*Conversion Rate

● Goal: Quality Visitors○ (1-Bounce Rate)*Cost per Quality

Visitor Goal#ppcherolive

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Bid Strategies

What You Should Be Doing:

● Use Impression Share to Find Growth Availability

● Use Conversion Volume When Deciding Percent Increases on Bids

● Layer Date Ranges, Putting Most Emphasis on Recent Performance

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Welcome

Writing and Testing Ad

Copy#ppcherolive

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Writing & Testing Ad Copy

● Credibility● Perceived Value● Risk Reduction● Call to Action● Qualifiers

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● Step 1: Ad Theme Testing● Step 2: Ad Organization Testing● Step 3: Small Adjustment Testing

Writing & Testing Ad Copy

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Welcome

Ad Extensions

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Ad Extensions

● Apps● Calls● Callouts● Consumer Ratings● Locations

● Reviews● Sitelinks● Callouts● Seller Ratings● Structured Snippets

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Ad Extensions

Location

Sitelinks

Review

Structured Snippets

Consumer Ratings

Callouts

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Ad Extensions

App

Call

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Welcome

Shopping Campaigns

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Shopping Campaigns

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Shopping Campaigns

What you’ll need:

● Google & Bing Merchant Center accounts● Product feed● Ability to create Shopping campaigns in

Google & Bing

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Welcome

Remarketing Campaigns

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Send Users Down The Funnel Throughout Remarketing Tactics:

Website → Lead Form → Application

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Remarketing List Types:

● Cart Abandoners/Form Abandoners● Engaged Users● Specific Product/Service Pages● Home Page Only● Unengaged Users


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Display Images:Top Sizes in US● 160x600● 728x90● 300x250● 336x280● 300x600● 320x100

● Telling Image

● Why User Should Listen

● Purpose of Ad

● CTA


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Remarketing List For Search:

● Use to Raise Bids on Top Performing Lists on Current Campaigns

● Use Customer Match● Target Keywords You Normally

Wouldn’t Target


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Welcome

Mobile-Specific Copy

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Mobile-Specific Copy & Pages

Desktop Mobile

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Types of Mobile Websites:

● Mobile Friendly● Mobile Adaptive● Mobile Responsive● Mobile Specific

Mobile-Specific Copy & Pages

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Welcome

Google to Bing

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Google to Bing

● Utilize the Editor to Bring Google Campaigns into Bing

● Start with Top Performing Campaigns

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Welcome

New Features And Betas

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New Features And Betas

● New Bing Ads extensions● Customer Match● Demographic targeting● Display Network updates

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#ppcheroliveMatt Umbro | @matt_umbro

Thanks for joining us!

Jacob Brown | @jakebrownppc

Building a Solid Foundation for Your PPC

Marketing

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