Pay Per Click Houston Advance Pay Per Click Strategy

1. Winning Pay Per Click Strategy Tony Nguyen

2. AGENDA 1 2 3 5 6 4 Quick Review of Last Session Part 1 – It’s all about the Ads Part 2 – Stabilize account activities Part 3 – Use tools provided to gain speed and effectiveness Part 4 – Focus on core metrics Part 5 – Bidding for Success

3. SESSION 1 REVIEW 1 2 3 Proper Keyword Research is crucial Effective Ad Copy Testing Ads and Performance

4. The Main Focus Should Always Be Your Ad! 1 2 3 5 6 4 What is your value proposition? Sell Benefits not Features! Differentiation / Stand out! Clarity trumps Persuasion Aligning Your Copy With Your Market Use Credibility & Trust Indicators

5. Ad Copy Best Practices •Use the ad group’s keywords in the ad copy, specifically the headline. •Sell the benefits of your product or service, not features. •Use a call-to-action (“act now”, “get free report”, “book an appt”) •Test at least 2 ads simultaneously •Make your ad stand out from your competitors. Do a search and analyze their ads. •It’s rarely effective to include your company name or domain in your ad text. That’s what the display URL is for. •Choose a website name that’s very descriptive for your niche. •The sole focus of an ad is to get the user to click the ad Not to sell a product. The landing page sells the product.

6. Ad Copy Strategy Approaches to Ad Copy •Emphasizing an immediate or rapid result •Using metaphors or word pictures •Phrase the ad as a question •Stress the “try before you buy” proposition •Make a guarantee •Challenge the ad reader (“Discover the…” “Experience the…”) •Make a time-sensitive offer •Tell a story in your ad •Create trust •Compare your product to another Example text

7. AD SAMPLES USE POWERFUL WORDS

8. Stabilize the Account & Campaign 1 2 3 5 6 4 Use the right campaign settings Keywords – Categorize them & start small Keywords – Know the exact user query Negative Keywords – Use as much as possible Core Metrics - Track Conversions Success = Daily Maintenance

9. Proper Account Settings

11. Don’t load every keyword until you analyze it’s meaning

12. Understand the keyword in it’s cycle before adding

14. Keyword Cycle

15. Know the exact user query (search phrase) Search engines use a keyword matching system to match user’s search phrases with Keyword selection in pay per click campaigns. This means the actual user query is allocated to the best match keyword phrase in your account, this is used to activate your ads. If you don’t know the actual searched keyword, you won’t know what to do with it.

16. Identify actual user searched phrase

17. Keyword Position is “Visibility” Identify which keywords are best Test which position is best * Position placement is determined by quality and bidding (how much you can afford)

19. Phrase

21. Use Maximum Negative Keywords per campaignNegative keywords are filtering words that stop your ads from showing.

22. Why are Negative Keywords So Important?

24. Logic

25. Pre-built Listwww.payperclickhouston.com/ppc-tools-pay-per-click-houston.html A Better Way! Build the list as they come! You’ll then understand the searches in relation to the keywords you used.

26. How to build the best Negative Keyword List “as they come in” - Let Google find the Negative Keywords For You.

27. Track Conversion to Measure Success

28. Track Conversion to Measure Success!

29. Track Conversion to Measure Success!

30. Track Conversion to Measure Success!

33. Generate Google Reports to spot conversions at different positions

34. Use a simple spreadsheet to study data compiled

35. Understand the cost associated with moving up in positionOnly works if you have installed tracking code to track conversion goals.

37. On average, little conversion rates change between position (Google Study)

38. While Conversion Rates unchanged, the CPA does on different positions

39. CTR changes throughout different position

40. CTR increases with CPCbidding for the highest positions on the search results pages makes sense only for high-budget advertisers companies with a direct marketing focus (e.g. most advertisers) will typically maximize their profits by bidding for the second-to-last position on broad keywords and positions five to seven for niche keywords. The days of campaign success relying solely on good bid management are long over.

41. Ad Scheduling!

43. 97% of Advertisers have a coverage of only 20%.

45. Tips for success Continuous Improvements Continuous Management Continuous Negative Keywords management Continuous Ad Copy Improvements Continuous Quality Score Improvements As you can see…It’s an ongoing job! But can be fun and profitable.