Pay-Per-Click (PPC) Advertising Best Practices

Internet Insights

Key Components of a PPC Campaign

Account set up

Planning Campaign Architecture

Ads and Landing Pages

Geo Targeting

Network Choice

Day Parting

Daily Budget Calculations and Pacing

Campaign Management

Measurement – Let’s Align our Expectations

*Source: Wikipeida.org

2

Account Set Up

Correctly setting your account up-front is key

An account communications e-mail address

Set up and integration with Google Analytics

Billing arrangements• Prepay• Credit card: requires CC authorization

3

Campaign ArchitectureCampaigns & Ad Groups

Budget vs. Keyword management

for example:

Campaign 1 - SharePoint

Ad Group 1 - What is SharePoint

Ad Group 2 - SharePoint Resellers

Ad Group 3 - SharePoint Integration

Campaign 2 - CRM

Ad Group 1 - Microsoft CRM

Ad Group 2 - CRM Resellers

Always Use Negative Keywords

4

PPC Ads

Ad Copy and Calls-to-Action

Visitors are more likely to convert when they see their search phrases in ad copy • Headline• Display URL

Entice them with an offer or incentive

Prompt with a Call-to-Action (CTA)

5

Landing Pages

Click to …Avoid using your home page

Synch ads with content on website• Ecommerce – use product pages• B2B – use services pages

For branded ads, consider taking clickers to the most popular pages/products on the site or your services (B2B)

6

Geo Targeting vs. Geo Phrasing

Geo Targeting

Used to target specific geographic area (on a map)• Local business that only serves local clients• Business with field office locations throughout the US• E-Commerce site that only accepts USD

Geo Phrasing

Using geographic related phrases regardless of geographic location

• Orlando car rental• Florida hotels• New York & Company clothing

7

Networks

Search Network

Pull-based Marketing•Searcher is looking for content

8

NetworksContent Network

Pushed-based Marketing• In front of relevant traffic• Exponentially increases impressions

9

Day PartingAllows you to manage your budget based on:

•Search peaks throughout the day and week

•Searches that most likely lead to clicks

•Clicks that most likely lead to conversions (based on a measurable amount of data)

10

Daily Budget and Pacing

To Avoid Over-spend• Monthly budget divided by 30 (avg)• Monthly budget divided by 22 (no weekends)• Keep day parting in mind

To Avoid Under-spend• Missed opportunities could be costly for client• Used keyword tools to discover new opportunities• Trial content network for additional impressions and clicks

Use a keyword estimator tool to assist in determining starting points for keywords

11

Campaign ManagementDaily Budget Management

• Bidding for position placement• Best position placement based on conversion data

Daily Keyword Management• Dial in on star performers

• Opportunity for more impressions / clicks / conversions?• New keyword variations• Search query report – additions to negative keywords

• Nix keywords • Costly clicks with no conversions• Decrease bids

Ad Management• Dial in on star performers• Nix non performing ads• A/B testing

12

Campaign Performance and Measurement

Use Google’s reporting tools to help determine successes• Keyword performance

• Destination URL performance

Google Analytics• Position report

13

How Can We Help You Grow Your Business?

www.BayshoreSolutions.com

866-352-4971