How Creating a Successful PPC Campaign Is Like Brewing a Good Beer
-
Upload
joe-martinez -
Category
Marketing
-
view
188 -
download
0
Transcript of How Creating a Successful PPC Campaign Is Like Brewing a Good Beer
![Page 1: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/1.jpg)
![Page 2: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/2.jpg)
• Senior Manager, Paid Media & Community - Granular
• Blogger• Granular• PPCHero• SEMrush
• Craft Beer Lover• Client Experience
WHO AM I?
@MilwaukeePPC #semrushlive
![Page 3: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/3.jpg)
BEER MENU – WHAT TO EXPECT
@MilwaukeePPC
1. The Main, Four Ingredients2. Brewing 3. Fermentation4. Packaging and Branding
#semrushlive
![Page 4: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/4.jpg)
@MilwaukeePPC
THE FOUR INGREDIENTS OF BEER
@MilwaukeePPC
WATER GRAINS
HOPS YEAST
#semrushlive
![Page 5: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/5.jpg)
ONE BAD INGREDIENT CAN RUIN EVERYTHING
@MilwaukeePPC
Image courtesy of Discovery Channel
• Episode 4 shows the brewing of their famous 120 Minute IPA• It’s their most expensive beer to make. That’s why it sell’s for $8-10 a bottle.• This episode shows their yeast didn’t hold up to quality standards. So they had
to dump 9,000 gallons of the beer…all because of one bad ingredient.
#semrushlive
![Page 6: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/6.jpg)
@MilwaukeePPC
THE FOUR INGREDIENTS OF PPC
@MilwaukeePPC
CAMPAIGN SETTINGS
AD MESSAGE LANDING PAGE
TARGETING
#semrushlive
![Page 7: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/7.jpg)
CAMPAIGN SETTINGS
@MilwaukeePPC
• GOALS• Location• Language• Bid Strategy and Budget• Ad Scheduling
The Basics Deeper Considerations
#semrushlive
![Page 8: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/8.jpg)
ACCOUNT SETTINGS
@MilwaukeePPC
Link AdWords to Analytics to share data
#semrushlive
![Page 9: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/9.jpg)
TARGETING
@MilwaukeePPC
Group your keywords into tight-knit ad groups by thinking about search query relevance.
#semrushlive
![Page 10: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/10.jpg)
TARGETING – USE LAYERS WITH DISPLAY
@MilwaukeePPC #semrushlive
![Page 11: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/11.jpg)
AD MESSAGE – USE AD EXTENSIONS
@MilwaukeePPC #semrushlive
![Page 12: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/12.jpg)
AD MESSAGE – TRY AD CUSTOMIZERS
@MilwaukeePPC
1. Countdown the days left for a sale or promotion2. If it’s for a certain product, show the users how many you have left in
stock to hopefully build urgency3. If you offer prices that can fluctuate by day, ad customizers will allow
you to still use prices in ads without the effort of every day updates.
#semrushlive
![Page 13: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/13.jpg)
AD MESSAGE – DON’T FORGET MOBILE
@MilwaukeePPC
Besides creating desktop ads, create at least two mobile ads to test against each other.
#semrushlive
![Page 14: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/14.jpg)
LANDING PAGE – WHAT’S THE CALL TO ACTION?
@MilwaukeePPC
• Call• Search• Top Navigation• Fax• Print the page• Share on social media• Recommend on Facebook• Request a quote• Ask a question• Learn more about the company• Like their Facebook page• Read more about other
capabilities the user didn’t search for
• Still on this page? Didn’t think so.
#semrushlive
![Page 15: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/15.jpg)
LANDING PAGE – ONE CLEAR PATH
@MilwaukeePPC #semrushlive
![Page 16: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/16.jpg)
LANDING PAGE – DON’T LIE IN YOUR ADS
@MilwaukeePPC #semrushlive
![Page 17: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/17.jpg)
BREWING
@MilwaukeePPC #semrushlive
![Page 18: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/18.jpg)
BREWING – MONITOR ANALYTICS
@MilwaukeePPC
Areas to check should be easier to spot with less data.
#semrushlive
![Page 19: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/19.jpg)
BREWING – BE PROACTIVE W/ NEGATIVES
@MilwaukeePPC
Don’t assume exact match is fail proof!
#semrushlive
![Page 20: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/20.jpg)
BREWING – CREATE REMARKETING AUDIENCES
@MilwaukeePPC
1. Viewed product or service but didn’t convert 2. Added product to cart but didn’t finish order 3. Pages with high amount of visits 4. Watched my videos on YouTube
1. Stayed on my site for less than 5 seconds 2. People who have already converted
For Direct Targeting
For Exclusions
#semrushlive
![Page 21: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/21.jpg)
FERMENTATION
@MilwaukeePPC #semrushlive
![Page 22: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/22.jpg)
FERMENTATION – LET YOUR DATA SIT
@MilwaukeePPC
• Week 1 – Not too happy
• Week 2 – All important metrics improved
• Week 3 – Even more, noticeable improvements
Example for a local, B2B client
#semrushlive
![Page 23: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/23.jpg)
FERMENTATION – SQ PATIENCE: 1ST WEEK
@MilwaukeePPC #semrushlive
![Page 24: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/24.jpg)
FERMENTATION – SQ PATIENCE: 3rd WEEK
@MilwaukeePPC #semrushlive
![Page 25: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/25.jpg)
PACKAGING & BRANDING
@MilwaukeePPC
YOU’RE NOT THE ONLY ONE OUT THERE…
HOW ARE YOU GOING TO CAPTURE SOMEONE’S ATTENTION?
#semrushlive
![Page 26: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/26.jpg)
PACKAGING & BRANDING – MORE NOISE
@MilwaukeePPC
Image courtesy of Jennifer Slegg of The SEM Post
#semrushlive
![Page 27: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/27.jpg)
PACKAGING & BRANDING – MANY OPTIONS ALL THE SAME
@MilwaukeePPC #semrushlive
![Page 28: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/28.jpg)
PACKAGING & BRANDING – BE DIFFERENT
@MilwaukeePPC #semrushlive
![Page 29: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/29.jpg)
PACKAGING & BRANDING – BE DIFFERENT
@MilwaukeePPC #semrushlive
We see great ads without any keyword stuffing!
![Page 30: How Creating a Successful PPC Campaign Is Like Brewing a Good Beer](https://reader035.fdocuments.in/reader035/viewer/2022070603/587162c81a28ab58758b4881/html5/thumbnails/30.jpg)
PROST! LET’S SOCIALIZE!
@MilwaukeePPC #semrushlive