This presentation by Joel Bondorowsky is an integral part of SEMrush webinar, for full video https://youtu.be/ZEgAHGOs41I

2. 5 Pillars of PPC - Intro
• This is not a how to guide
• These 5 Pillars are principles which
encompass other strategies and
tasks to run PPC campaigns.

3. • PPC requires you to
compete for Google’s
limited resource; ad space.
• The competitor that has the
highest ”Ad Rank” wins the
competition.
1st Pillar – Put Google Before Yourself

4. • Targeting is a combination of
dimensions.
• Keyword
• Time
• Location
• Device
• Etc………..
• The best ad is produced by constant
testing with your most actionable
keyword.
1st Pillar – Put Google Before Yourself
Win by delivering the best possible ad to the right target.

5. 2nd Pillar – Be in Control with Stats you can Use
Operate with precision and accuracy.
• PPC Puts you in control by letting you measure everything.
• With PPC Advertising you choose how much you want to pay for the
click by setting a maximum CPC bid based on the value that click gives
you.
Value Per Conversion X Conversion Rate = Value Per Click
$100 X 5% = $5
Less is More – Fewer keywords and dimensions yield more reliable
statistics.

6. 2nd Pillar – Be in Control with Stats you can Use
Keyword Val per Conv Clicks Conversions CVR Value Per Click
Keyword 1 $100 1000 50 5% $ 5.00
Keyword 2 $100 300 20 7% $ 6.67
Keyword 3 $100 100 7 7% $ 7.00
Keyword 4 $100 50 1 2% $ 2.00
Keyword 5 $100 20 2 10% $ 10.00
• Only the first two keywords, which drive most of the sales, have enough statistics to determine their
value.

7. 2nd Pillar – Be in Control with Stats you can Use
• More keywords
• Less relevant keywords
• More traffic
• Less Keywords
• More Relevant Keywords
• Less Traffic
• Higher Conversion Rates
• Most Expensive

8. 3rd Pillar – Build a Money Machine
Focus on the keyword (s) that drive action to get
bassline stats. Each bit of optimization will drive you
closer to 100% ROI
• Every winning Ad AB Test increases your ad rank
for lower CPC’s and/or more traffic.
• Every winning Landing Page test increases your
conversion rates for a higher value per click.
Once you break even with winning ads and
keywords that have statistical confidence to give a
proper bid to, you have a money machine.

9. 4th Pillar – Optimize for Profit
• Once you break even, you need to optimize for the most profit.
• Lower CPA or higher ROI does not necessarily yield more cash in the bank.
Campaign Value per Sale CPA ROI Sales Profit
Campaign 1 $100 $90 111% 3000 $30,000
Campaign 2 $100 $50 200% 500 $25,000
Campaign 3 $100 $99 101% 4000 $4,000
Campaign 4 $100 $101 99% 5000 ($5,000)

10. 5th Pillar – Expand
Once you’ve built your money machine it is time to expand.
• Experiment with less actionable keywords
• Target new verticals
• New marketing channels
• Target more locations
• New Demographics