[WEBINAR] PPC Ad Doctors Webinar

#PPCaddoctorstrada.com

The PPC Ad

Doctors Are In!

#PPCaddoctorstrada.comtrada.com

Anna Sawyer, Marketing Manager@annafsawyer

Rob Lenderman, Co-Founder, BoostCTR

@boostctr

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trada.comRob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

Why do we needgreat ads?

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There are a lot of ads on a search results page.

You need to figure out how to get a user to click on yours.

Rob Lenderman: @BoostCTR Anna Sawyer: @annafsawyer

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Structure success: ad groups


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Starting with small, thematically relevant ad groups is the best way to get a good Quality Score and place a highly targeted ad in front of a user.


Ad groups are groups of keywords that share a common set of ads.

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ad group:stethoscopes

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Professional StethoscopesCompare Types of StethoscopesQualified orders over $25 ship freetradamedicalsupplies.com/stethoscopes

2011 Best StethoscopesHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

Stethoscope ReviewsHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

compare stethoscopesstethoscope reviews

best stethoscope2011 stethoscope reviews


Start by organizing your keywords into small, relevant ad groups.

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product

tail size

concept terminology

theme

point in sales funnel


Try targeting points in the sales funnel to get inside the head of the searcher!

product

tail size

concept terminology

theme

point in sales funnel


The sales funnel:

Research

Direct

Price/Feature Comparison


I need something to help me listen to hearts!

I want a Littmann Cardiology 3 stethoscope

I’m determining which stethoscope to buy.

Looking for Stethoscopes?See our styles: Cardio, IM, RNLive Agent Ready for your Questionstradamedicalsupplies.com/stethoscopes


Littman StethoscopesAll models of Littman Cardiology Stethoscopes. Free Shipping!tradamedicalsupplies.com/littman-stethoscopes


Build your ad groups around points in the sales

funnel.

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ad group:stethoscopes, price/feature

comparison

Looking for Stethoscopes?All Styles on Sale: Cardio, IM, RNSafe & Secure with Free Shippingtradamedicalsupplies.com/stethoscopes

Professional StethoscopesCompare Types of StethoscopesQualified orders over $25 ship freetradamedicalsupplies.com/stethoscopes


Stethoscope ReviewsHuge Selections - Compare & Save OnTop-Rated Stethoscopes Now!tradamedicalsupplies.com/stethoscopes

compare stethoscopesstethoscope reviews

best stethoscope2011 stethoscope reviews


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Differentiate yourself!


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Type your keywords into a search engine.

What are your competitors promising?


Based on your competitive research,

determine how you can stand out.

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secure download

huge selection

shipping deals

price

If your competitors are writing ads about price,

offer great selection or

service.

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Every Type of StethoscopeMassive Selection, Free ReturnsAward-Winning Customer Service.tradamedicalsupplies.com/stethoscopes

Discount StethoscopesLowest Prices on StethoscopesBulk Saves 20%. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

price/offer

selection/service


How else can you differentiate?

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Looking for Stethoscopes?Browse our Virtual WarehouseFree Shipping and Returnstradamedicalsupplies.com/stethoscopes

Premium Stethoscopes“I Loved the Selection and Price!”Lifetime Warranty, 100% Guaranteedtradamedicalsupplies.com/stethoscopes

testimonial/warranty

free shipping


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Get emotional.


Use compelling, emotionally-charged language to increase

click-through rates.

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rock-bottom prices

offer ends soon

incredible deals

massive selection

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The anatomy of a great ad


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compelling copy

title casing

a standoutoffer

targetedmessaging

calls-toaction

a sense ofurgency

A great ad has many elements.


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Conversational headlines attract attention.


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Calls-to-action tell a user what to expect

when she clicks!


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An offer or discount can stand out against

the crowd.


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Title casing is proven to improve

click-through rate.


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Create a sense of urgency with promotions and end dates.


trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Never stop testing!

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Paid search is an incredibly powerful message-testing

platform.

Keep testing

Use what you learn

Get immediate data

Test your ads

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Depending on your spend, test up to 4 ads/ad group.


Looking for Stethoscopes?Massive Selection, Lowest PricesBulk Saves 20% Off. Offer Ends Soon!tradamedicalsupplies.com/stethoscopes

Looking for Stethoscopes?Massive Selection, Lowest Prices100% Satisfaction Guaranteedtradamedicalsupplies.com/stethoscopes

Looking for Stethoscopes?Massive Selection, Lowest PricesFree Shipping and Easy Returnstradamedicalsupplies.com/stethoscopes

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Right away, you’ll be able to see which ads

perform best.

Quality Score

Conversion rate

Click-through rate (CTR)

Check for these metrics:

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Use what you learn. If the winning messages worked

for PPC, they’ll work across channels.

emailmarketing

Facebook

display

inbound

SEO

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Don’t stop testing!

Forever.

Rinse, repeat!

Replace the two least-performing ads with

new ones.

Allow ads to run until you have a solid data set.

In review:

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Get organized first with small, relevant ad groups.

Try building ad groups to target stages in the sales funnel.

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Find a way to be different from your competitors.

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Use emotional, powerful language.

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Use emotional, powerful language.

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Keep testing ad copy!

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For more information or to schedule a Trada demo, email [email protected]

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@annafsawyer@boostCTR

Time for questions!

mailto:[email protected]

mailto:[email protected]

Education

[WEBINAR] PPC Ad Doctors Webinar