Tips For Setting Your PPC Program Up for Success Out of the Gate by Matthew Umbro

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

#SMX #21B

@Matt_Umbro

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

#SMX #21B

@Matt_Umbro

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

#SMX #21B

@Matt_Umbro

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

*Image from focussem.com

Keywords & Ad Copy

#SMX #21B

@Matt_Umbro

http://www.clixmarketing.com/blog/wp-content/uploads/2008/02/worlds-biggest-negative-keyword-list.txt

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

#SMX #21B

@Matt_Umbro

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

#SMX #21B

@Matt_Umbro

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

Thank you!

#SMX #21B

@Matt_Umbro

Tips For Setting Your PPC Program Up for Success Out of the Gate by Matthew Umbro

Marketing

Transcript of Tips For Setting Your PPC Program Up for Success Out of the Gate by Matthew Umbro