SEMpdx January 2013 PPC Basics
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Transcript of SEMpdx January 2013 PPC Basics
Twitter: @AmplifySEM
PPC 101
Twitter: @AmplifySEM
Who Is This Guy?RYAN CAMPBELL | Senior Paid Search Analyst,
Amplify Interactive• Focused on SEO/SEM for over 6 years• Participates in developing all PPC client-strategy• Managed B2C, B2B, lead generation, and ecommerce
campaigns
Twitter: @AmplifySEM
Agenda• What is paid search?• Good and bad of PPC?• Creating KPI’s and tracking• Keywords• Campaign and ad group structure• Campaign settings• Ad copy• Landing Pages• Quality Score
Twitter: @AmplifySEM
PPC Ads
Twitter: @AmplifySEM
Who are the players?
Twitter: @AmplifySEM
Search Engine Market Share
Google; 66%
Bing; 16%
Yahoo; 13%
Ask; 3% AOL; 2%
Twitter: @AmplifySEM
The good of PPC?
• Most measurable online channel
• Complete control• Allows you to
reach a hyper targeted audience
• Results are fast
Twitter: @AmplifySEM
The bad of PPC?
• Easy to spend money
• Can’t set it & forget it
• Can be VERY competitive
Twitter: @AmplifySEM
Conversion Tracking
Purchase Sign up View of a key
page
Twitter: @AmplifySEM
Twitter: @AmplifySEM
GET ME THOSE TPS REPORTS
RIGHT MEOW
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• $2,000
Set a Monthly Budget
• 133
Set a Conversion Target
• $15
Set a Cost per Acquisition
KEY PERFORMANCE INDICATORS
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KEYWORD RESEARCH
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buy cat nip
buy organic cat nip
cat nip online
where to buy cat nip
natural cat nip
what is cat nip
how to grow cat nip
cat nip for dogs
Twitter: @AmplifySEM
KEYWORD MATCH TYPES
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Broad: organic cat nip = what is cat nip, cat mint
Modified Broad: organic +cat +nip = natural cat
nipPhrase: “organic cat nip”
= grow organic cat nip
Exact: [organic cat nip] = organic cat nip
Twitter: @AmplifySEM
Campaign and ad group structure
Natural Branded
Cat Nip
Organic Cat Nip
natural cat nip
organic cat nip
Buy Cat Nipbuy cat nip
where to buy cat nip
Twitter: @AmplifySEM
HYPER TARGET YOUR AUDIENCE
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Campaign and ad group settings
• Daily campaign budget - $66• Ad scheduling – Cat hours• Device targeting – Remove mobile• Separate search and display
campaigns• Ad rotation – Rotate evenly• Geo targeting – Exclude Canada
Twitter: @AmplifySEM
WRITING PPC ADS
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!
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LANDING PAGES
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Bad Landing Page
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Good Landing Page
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Quality Score Factors
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Thank You
Link for sources and other learning material: http://bit.ly/VM0Kou