1. What is PPC?

3. Also known as CPC or cost-per-click

5. Advertisers create ads to show and list out the keywords they want associated with that ad.

6. Advertisers set how much they want to spend each day and how much they want to spend every time an ad is clicked.

8. Cost is easy to control

9. You decide what words to bid on

10. You write the ads

11. Changes are easy to make and upload fast

12. There’s an on/off switch

13. No contracts

14. There is customer service/tech support for most issues

15. It can be the cheapest form of advertising

17. Assume that whatever money you set aside for it, is spent

18. It can be confusing

19. If your industry is competitive, it may not be any cheaper than any other method of advertising

20. Competitive industries require competitive budgets to match

22. If a lead or sale is worth $100 to you now, how much can you spend to get that sale?

23. Is that amount enough to buy the clicks you’ll need?

24. Can visitors actually convert?

25. Do you have tracking set up?

28. Ask yourself how you would search for that item or how someone else might.

29. Search under a few of queries in Google and see what else comes up. Are the results related to what you’re going to be advertising for?

30. If so, then you’ve found your niche

32. Example Keyword List Internet safety for kids Internet safety rules for kids Internet safety tips for parents Internet safety for children Teaching kids internet safety Internet safety for parents Internet safety activities for kids Child internet safety Internet safety facts for kids Online safety for kids Internet security for kids Online internet safety for kids Online internet safety for children Keeping kids safe on the internet Web safety for kids Kids internet safety help

35. Phrase- shows for plurals, but also pays attention to word order.

36. Exact- shows for exact and that’s it.

37. Negative- all the keywords you don’t want your ads to show for.

39. PPC Account Structure Account Campaign Campaign Ad Group Ad Group Ad Group Ad Group Ads/ KeywordList Ads/ KeywordList Ads/ KeywordList Ads/ KeywordList

41. Always separate out Search, Content and possibly Partner networks.

42. Always set a budget you are comfortable with.

43. Double check the setting for WHERE your ad is showing, geographically speaking.

44. Add negative keywords.

45. Do NOT set it and forget it. Always check in.

47. Pick a category, place or brand that you want to group you ad groups under.

50. Always have a call to action.

51. Experiment with offering different benefits or features

52. People love the words: Free, Fast, Quick, Now and Shop

53. Make the message in the ad match the message on the landing page.

54. Write for your audience

56. Ad Examples Need Some Inspiration? Test that Ad and Writing Killer Ad Copy http://www.slideshare.net/ebkendo

57. Optimizing Your PPC

59. Your account history, which is measured by the CTR of all the ads and keywords in your account .

60. The historical CTR of the display URL in the ad group.

61. The quality of the landing page.

62. The relevance of the keyword to the ads in its ad group.

63. The relevance of the keyword and the matched ad to the search query.

64. Your account's performance in the geographical region where the ad will be shown.

65. Other relevance factors.(pulled from Google AdWord’sAdWords Help Center)

66. Daily/Weekly Maintenance

68. Check the budget/spend

69. Edits/new ads

70. Add keywords

71. Change match types

72. Add negative keywords

73. Check the destination URL (landing page)

74. Bids for the ad group and keyword levels

75. Time of day or geographic scheduling

76. Ad position

77. Quality Score

79. All right, I’ve logged in and….

80. What Does it Mean?!

81. Breaking it down How much did it cost and what did you get for that cost?

82. Looking at the traffic

83. Why is this bad?

84. Why is this good?

85. Got to Dig Deep…

86. Landing Pages

88. Keywords from your keyword list on the landing page.

89. A clear path to conversion (add to cart, download, buy now)

91. Message from the ads match the tone/style

92. Clear call to action

93. Clarity

95. But sometimes a long lander is the way to go.

96. Simple products go with a simple lander.

102. Resources http://www.conversationmarketing.com/2008/10/14-instant-landing-page-upgrades.htm Google Website Optimizer http://www.ppchero.com/10-easy-ways-to-optimize-your-ppc-landing-pages-increase-conversions/