On October 15, 2013, Roger Lopez of DoMyOwnPestControl.com, presented this talk at Ecommerce School to help beginners understand Pay Per Click advertising.

1. Pay Per Click Advertising
on a Shoestring.
Instructor | Roger Lopez
roger@lopezaguirre.com
#ecommerceschool

2. 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.

3. Getting Started
•• Start with Google AdWords, $5 activation fee
(there really isn’’t an activation fee but lets just start with 5 bucks.)
• •• Set a budget for a month
•• Stick to the budget.

4. 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)

5. SERP’’s UP!
Search Query
PPC Ad
Organic
search

6. 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 much
you are willing to pay for a click
•• Keywords these are the words or phrases you have
chosen to bid on
•• Impressions the number of times your ad has appeared
on a SERP
•• Conversions the action that you define as a GOAL for
your marketing efforts

7. Fic-shun-L Company.inc
•• Fictional company
•• Online only business
•• B2C sales
••Has a couple of solid performing keywords for organic
Have some brand recognition
••Need to expand exposure for non branded keywords

8. 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 come
out ahead.
Work for a 2:1 Ratio. For every $1 you spend, you make $2.

9. Tactics for setting up an account and
campaigns for success
Creating structure
Account organization
Writing ads
Selecting keywords
Keeping your settings straight

10. Creating Structure
Ad groups should be tightly themed and relate to one another.
Keywords should also be tightly grouped together within the ad
groups.
Understand the ““nesting”” of PPC.
Campaign –– Ad group –– Ad –– Keywords.

11. Example Structure
T Shirts
Campaign
Ad Group
Womens
T Shirts
Mens
T Shirts
keywords
XXXL T shirt
Ad Group
keywords
Men’’s shirts
Men’’s apparel
Womens Shirt
Summer Fashion
Women’’s apparel

12. 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 a
minimum.

13. 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 working
and what isn’’t.
You’’ll know what IS working and what isn’’t faster.
Compete where you can.

14. 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.

15. Writing Ads……
Gather Your Products’’ unique selling propositions, benefits, and
features, such as:
Free shipping
Variety of colors
Super high quality cotton
Each Shirt saves the planet.
20% off first purchase.
““No Sweat””

16. Writing Ads……

17. Dissecting an Ad……
action
keyword
Offer
Call to Action
Benefit

18. Dissecting an Ad……
Model #
keyword
Call to Action
Benefit

19. Ad Writing Rules to follow……
Use a keyword from your ad group keyword list in the headline
And in the body too if it will fit.
Include a ““call to action””
Mention a benefit –– WHY is your product/service better?

20. Ad Writing Rules to follow……
Use a keyword from your ad group keyword list in the headline
And in the body too if it will fit.
Include a ““call to action””
Mention a benefit –– WHY is your product/service better?

21. 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 customer
service

22. 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 be
able to see what’’s working.
Set ad delivery to rotate at the campaign level

23. Rotating Ads
Optimize for clicks is set as default. This is good.
Testing requires even rotations
Doesn’’t take conversions into considerations unless you
choose –– ““Optimize for Conversions””

24. # 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.

25. Segmenting Keyword Lists
Keep it tight, Don’’t mix & match
AKA, don’’t duplicate keywords to compete against each
other in different ad groups
Higher traffic, shorter, more generic terms should
separated out from long tail lower traffic keywords.
be
Don’’t overload your list with plurals, synonyms
and
misspellings to start with…….(google actually has a thing for that)

26. Long Tail Keywords
Keywords with 3+ words
More phrase like than a word
(where is the best pizza in yuma)(7 kw)
Lower traffic
High intent
More likely to convert
Really Long Tails…….
Red T shirt with long sleeves for sale in Yuma
Arizona

27. Example Keyword Lists
T-Shirt
Buy t shirt
Shop for t shirts
T shirt brands
Best T shirt
Large Red
Shirt
Best Large Red t shirt
Buy Large Red Tshirt
T shirt that is red & large
Lg. Red T Shirt
Wholesale Red
Shirts
Wholesale red shirts
Buy red shirts at
wholesale
Where do you get red
shirts at wholesale
Best wholesale red shirt
dealers

28. AdWords Keyword Match Types
Broad Match
Broad match captures the most queries, word
order
doesn’’t matter, it also catches singular and plural versions of
keywords.
ex: shirt of any color
Phrase Match
Phrase match respects the word order of the
query
ex: ““the best red shirt ever made””
Exact Match
Exact match must match exactly the query that
the
searcher typed in. This includes singular and
plurals.
ex: [RED SHIRT], [RED SHIRTS]

29. Negative Keywords
Negative Match
Words you don’’t want associated with your ad
group or business.
ex: worthless, cheap, crap……
Negative Match Types
Broad, phrase, exact

30. Keeping Your Settings Straight
Check your campaign settings
By default in a new campaign there are few settings to
tweak:
Content, display & search partners
Locations
Devices
Bidding Type (manual vs. automatic)
Schedule
Ad Delivery

31. Content vs. Display vs. Search
Google Adwords
By default Google Search, Search & Display are
enabled.
Google Search and Search Networks are OK to
enabled together
The Display Network should be disabled and
utilized separately.
BING (microsoft AdCenter)
By default Bing & Yahoo Search, Search Partner
Networks & Content are enabled.
Search Partner and content networks should be
disabled and utilized separately.
stay

32. Location, Location, Location
BY DEFAULT
USA & Canada are bundled together. Make sure
only advertise where you want…….
you
(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 to
streets. If you only want to advertise in the foothills of Yuma you can! You don’’t
need to broadcast it all over Yuma El Centro and waste $$$

33. DEVICES
Desktops
Laptops
Mobile Smart phones.
Tablets
& More!

34. Bidding in AdWords
Manually
Set a MAX CPC
Automatic
Set a targeted budget & Google picks the CPC
for
Enhanced CPC
Google uses conversion history to adjust the CPC for
you
you

35. Schedule & Ad Delivery
Ad Schedule
By default, All times & All Days
Ad Delivery
By Default, Set to ““Optimize for Clicks””

36. Tips for Stretching Your Budget
Hitting the Ceiling Everyday?
Ad Scheduling
Incremental Bidding
Heavy Qualifier in ad copy
Manual Bidding
Negative Keywords

37. Adjusting the Ad Schedule

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

39. 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 are
more passive.

40. 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 are
more passive.

41. Negative Keywords
USE THEM!
Hunt out negative keywords with:
All Search Terms
Google Instant Search
Common Sense

42. Negative Keywords
USE THEM!
Hunt out negative keywords with:
All Search Terms
Google Instant Search
Common Sense
ex: Time Machine.
Time management, time magazine, time management games.

43. How to Keep PPC Running Lean &
Mean
Set a Schedule
Simplify when expanding
Review Keyword activity
Get more out of your Budget!

44. Set a Schedule
Don’’t Set it & Forget it.
Look in your account once a day or 2 3 times
per week depending on your goals.
Your daily budgets should be set at a level which
doesn’’t cause you to want to log in
every 5 minutes.

45. Simplifiying when EXPANDING!
Not getting enough out of Google?
Try AdCenter ( BING )
Take what you’’re successful with on AdWords
and start with that on AdCenter.
Don’’t just copy over your whole AdWords account.
Requires less day to day maintenance due to
lower volumes (searches)
Can have a cheaper CPC, depending on
industry.
Could possibly convert better, depending on
your industry

46. Review Keyword Activity
If you arent getting a lot of clicks and arent hitting your daily
budget setting, review.
Average position. Is it low?
CTR –– is your click through rate less than %1?
How many impressions have you had
What match type are you using?

47. Example of Keyword Optimization

48. 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?

49. Questions
Contact Roger:
roger@lopezaguirre.com
Twitter: @inemode
www.linkedin.com/in/iamroger
Web: www.domyownpestcontrol.com