Instructor | Roger Lopez

roger@lopezaguirre.com

#ecommerceschool

Pay Per Click Advertising

on a Shoestring.

Agenda.

• Can you afford to give PPC a try?

• Tactics for setting up an account and campaigns for success.

�• Account organization

�• Writing Ads

�• Selecting keywords

�• Keeping your settings straight

• Tips on stretching your budget.

• How to keep PPC running lean & mean.

Getting Started

�• Stick to the budget.

• �• Set a budget for a month

�• Start with Google AdWords, $5 activation fee

(there really isn�’t an activation fee but lets just start with 5 bucks.)

Search Engine Vocabulary

�• Search query - what the person typed into a search box on a search engine �• Organic results - these are the listings on SERP that are not ads FREE ADVERTISING!�• SERP (search engine results page) - the page that results from a search performed on a search engine. �• Branded vs. Non Branded - a branded keyword or query includes some combination of keywords that includes the name of your brand. Non-branded are keywords or queries that do not

Example: Sony TVs (branded) vs. HD TVs (non branded)

SERP�’s UP!Search Query

PPC Ad

Organicsearch

PPC Vocabulary

�• CPC (cost per click) This is the amount you PAY for a click

�• Maximum CPC This is the amount that you set of how muchyou are willing to pay for a click

�• Keywords these are the words or phrases you havechosen to bid on

�• Impressions the number of times your ad has appearedon a SERP

�• Conversions the action that you define as a GOAL foryour marketing efforts

Fic-shun-L Company.inc

�• Fictional company

�• Online only business

�• B2C sales

�•Has a couple of solid performing keywords for organicHave some brand recognition

�•Need to expand exposure for non branded keywords

Our �“Company�” Financials

$500 budget for the month

over 30.4 days = $16.45 per day

Average order value is $30

Need at least two conversions (goals/sales) per day average to comeout ahead.

Work for a 2:1 Ratio. For every $1 you spend, you make $2.

Tactics for setting up an account and campaigns for success

Creating structure

Account organization

Writing ads

Selecting keywords

Keeping your settings straight

Creating Structure

Ad groups should be tightly themed and relate to one another.

Keywords should also be tightly grouped together within the adgroups.

Understand the �“nesting�” of PPC.Campaign �– Ad group �– Ad �– Keywords.

Example Structure

T ShirtsCampaign

MensT Shirts

WomensT Shirts

Ad Group Ad Group

Men�’s apparelMen�’s shirtsXXXL T shirt

keywords keywords

Women�’s apparelSummer FashionWomens Shirt

Account Organization

Smaller budgets equal smaller sized campaigns

Pick 1 product of service to start with

Make sure product or service has it�’s own campaign and ad group at aminimum.

Why Start Smaller?

PPC can get VERY complicated, VERY fast.

Easier to control until you get the hang of it

Easier to add/build up rather than try and sift through what is workingand what isn�’t.

You�’ll know what IS working and what isn�’t faster.

Compete where you can.

How Much is Too Much?

You only have $16.44 per day. Focus on no more than 2 3 campaigns.

2 3 Campaigns means no more than 6 ad groups total

6 ad groups means no more than 100 keywords.Ideally 50 keywords, you want to be able to keep it simple to start.

Writing Ads�…

Gather Your Products�’ unique selling propositions, benefits, andfeatures, such as:

Free shippingVariety of colorsSuper high quality cottonEach Shirt saves the planet.20% off first purchase.�“No Sweat�”

Writing Ads�…

Dissecting an Ad�…

action keyword

Offer

Benefit

Call to Action

Dissecting an Ad�…

Model # keyword

Benefit

Call to Action

Ad Writing Rules to follow�…

Use a keyword from your ad group keyword list in the headlineAnd in the body too if it will fit.

Include a �“call to action�”

Mention a benefit �– WHY is your product/service better?

Ad Writing Rules to follow�…

Use a keyword from your ad group keyword list in the headlineAnd in the body too if it will fit.

Include a �“call to action�”

Mention a benefit �– WHY is your product/service better?

Destination Matters

Take visitors to the best destination URL.Not necessarily the homepage.

Fewest clicks possible to get to their searched for item.

Don�’t make them hunt for what they want.

Help them make the conversion, Online customerservice

TEST, TEST�…and you guessed it �…TEST!

Have at least two ads running in each ad group.they are simple enough to create.

Try different offers, calls to action or features

Don�’t get too widespread on variations �– you wont beable to see what�’s working.

Set ad delivery to rotate at the campaign level

Rotating Ads

Optimize for clicks is set as default. This is good.

Testing requires even rotations

Doesn�’t take conversions into considerations unless youchoose �– �“Optimize for Conversions�”

# 1 Rule�….

DON�’T GO OVERBOARD!Keep it simple! (this will save time and hair loss)

Watch the ratio: ads to number of keywords on a list.

Target 2 ads max. for every 5,000 impressions.

Segmenting Keyword Lists

Keep it tight, Don�’t mix & match

AKA, don�’t duplicate keywords to compete against eachother in different ad groups

Higher traffic, shorter, more generic terms should beseparated out from long tail lower traffic keywords.

Don�’t overload your list with plurals, synonyms andmisspellings to start with�….(google actually has a thing for that)

Long Tail KeywordsKeywords with 3+ words

More phrase like than a word(where is the best pizza in yuma)(7 kw)

Lower trafficHigh intentMore likely to convert

Really Long Tails�….Red T shirt with long sleeves for sale in YumaArizona

Example Keyword Lists

T-Shirt Large Red Shirt

Wholesale Red ShirtsBuy t shirt

Shop for t shirtsT shirt brandsBest T shirt

Best Large Red t shirtBuy Large Red TshirtT shirt that is red & largeLg. Red T Shirt

Wholesale red shirtsBuy red shirts atwholesaleWhere do you get redshirts atwholesaleBest wholesale red shirtdealers

AdWords Keyword Match Types

Broad MatchBroad match captures the most queries, word order

doesn�’t matter, it also catches singular and plural versions ofkeywords.

ex: shirt of any colorPhrase Match

Phrase match respects the word order of thequeryex: �“the best red shirt ever made�”

Exact MatchExact match must match exactly the query that the

searcher typed in. This includes singular and plurals.ex: [RED SHIRT], [RED SHIRTS]

Negative Keywords

Negative MatchWords you don�’t want associated with your adgroup or business.

ex: worthless, cheap, crap�…

Negative Match TypesBroad, phrase, exact

Keeping Your Settings Straight

Check your campaign settingsBy default in a new campaign there are few settings to

tweak:Content, display & search partnersLocationsDevicesBidding Type (manual vs. automatic)ScheduleAd Delivery

Content vs. Display vs. SearchGoogle Adwords

By default Google Search, Search & Display areenabled.Google Search and Search Networks are OK to stay

enabled togetherThe Display Network should be disabled andutilized separately.

BING (microsoft AdCenter)By default Bing & Yahoo Search, Search PartnerNetworks & Content are enabled.Search Partner and content networks should bedisabled and utilized separately.

Location, Location, Location

BY DEFAULTUSA & Canada are bundled together. Make sure you

only advertise where you want�….(don�’t advertise in Kansas for an event in Yuma.)unless you REALLY think it is necessary.

PPC Advertising allows you to target only where you want, including down tostreets. If you only want to advertise in the foothills of Yuma you can! You don�’tneed to broadcast it all over Yuma El Centro and waste $$$

DEVICES

Desktops

Laptops

Mobile Smart phones.

Tablets

& More!

Bidding in AdWordsManually

Set a MAX CPCAutomatic

Set a targeted budget & Google picks the CPC for youEnhanced CPC

Google uses conversion history to adjust the CPC for you

Schedule & Ad Delivery

Ad ScheduleBy default, All times & All Days

Ad DeliveryBy Default, Set to �“Optimize for Clicks�”

Tips for Stretching Your Budget

Hitting the Ceiling Everyday?Ad SchedulingIncremental BiddingHeavy Qualifier in ad copyManual BiddingNegative Keywords

Adjusting the Ad Schedule

Incremental Bidding

You are able to advertise only when you want to.Set your own schedule. Only Thursday, Friday, Saturday?YUP.

Qualify Visitors in Ad Copy

Test using prices in ad copy

Deter the �“Free Crowd�”

Be Specific to filter out those still early in the buying cycle

Keep your end goal in mind when writing copy

Use �“Buy�” �“Shop�”�….action words over �“Browse�” �“look�” which aremore passive.

Qualify Visitors in Ad Copy

Test using prices in ad copy

Deter the �“Free Crowd�”

Be Specific to filter out those still early in the buying cycle

Keep your end goal in mind when writing copy

Use �“Buy�” �“Shop�”�….action words over �“Browse�” �“look�” which aremore passive.

Negative Keywords

USE THEM!

Hunt out negative keywords with:All Search TermsGoogle Instant SearchCommon Sense

Negative Keywords

USE THEM!

Hunt out negative keywords with:All Search TermsGoogle Instant SearchCommon Sense

ex: Time Machine.

Time management, time magazine, time management games.

How to Keep PPC Running Lean & Mean

Set a ScheduleSimplify when expandingReview Keyword activityGet more out of your Budget!

Set a ScheduleDon�’t Set it & Forget it.

Look in your account once a day or 2 3 timesper week depending on your goals.

Your daily budgets should be set at a level whichdoesn�’t cause you to want to log in every 5 minutes.

Simplifiying when EXPANDING!Not getting enough out of Google?Try AdCenter ( BING )

Take what you�’re successful with on AdWordsand start with that on AdCenter.Don�’t just copy over your whole AdWords account.Requires less day to day maintenance due tolower volumes (searches)Can have a cheaper CPC, depending on industry.Could possibly convert better, depending onyour industry

Review Keyword ActivityIf you arent getting a lot of clicks and arent hitting your dailybudget setting, review.

Average position. Is it low?CTR �– is your click through rate less than %1?How many impressions have you hadWhat match type are you using?

Example of Keyword Optimization

Not Spending Your Budget?

Is your product or service a little to Niche?Set ad delivery to accelerated

Boost your ad position

Add MORE keywords

Check that negative keywords arent cutting out too much.

Review your competitors campaign, what can you learn?

QuestionsContact Roger:roger@lopezaguirre.com

Twitter: @inemodewww.linkedin.com/in/iamroger

Web: www.domyownpestcontrol.com