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

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PPC Ads

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Who are the players?

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Search Engine Market Share

Google; 66%

Bing; 16%

Yahoo; 13%

Ask; 3% AOL; 2%

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The good of PPC?

• Most measurable online channel

• Complete control• Allows you to

reach a hyper targeted audience

• Results are fast

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The bad of PPC?

• Easy to spend money

• Can’t set it & forget it

• Can be VERY competitive

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Conversion Tracking

Purchase Sign up View of a key

page

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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

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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

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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

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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

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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