PPC Ninja Moves by Joshua Ruskin in MORCon 2015

1. Joshua Ruskin
Linkage Web Development - Baguio

2. (045)-458-2764
C-16 Oasis Office Stall,
Don Juico Avenue,
Angeles City
2nd Floor NBV Building
Lower Bonifacio, Baguio
City
www.linkage.ph
TODAY’S TOPICS
Shared Library
Google Editor
Bing Ads
Click through Rate
On-Page SEO
Landing Page-Relevancy
Mobile Bid
Adjustments
Day & Time Parting
Geo-Targeting
Household Targeting
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3. JOSHUA
RUSKIN
S E O , P P C , A n a l y t i c s
Certified in
Google’s Search
Network
Bing Ads Accredited
Professional
Owned my own
Marketing Company
for 3 Years
Certified in
Google’s Display
Network
Have worked on many
multi-million dollar client
accounts: San Francisco
Association of Realtors,
Allied Restoration,
Developer Week, Rainforest
Action Network & Solar
Cooker International, to
name a few.
Google “All Star”
Partner ap
Certified in Google
Analytics

4. Shared
Library
Budget
Negs
a
)
b
) Account
Campaign
Adgroup
-
-
-

5. BUDGET
Negs
a)
b
) Account
Campaign
Adgroup
-
-
-
Shared
Library

6. Budget
NEGS
Account
Campaign
Adgroup
a)
b)
-
-
-
Shared
Library

7. Google Editor
Biggest Time
Saver Ever
Copy/ Paste
Can Work Offline
Mass Edits
a)
-
-
-

8. Biggest Time
Saver Ever
Copy/ Paste
Can Work Offline
Mass Edits
a)
-
-
-
Google Editor

9. Bing Ads
Cheaper Cost Per
Click and
Conversation
Lower Competition
But contains 30%
of the market
Bing owns Yahoo
a)
-
-
-

10. Bing Ads
Cheaper Cost
Per Click and
Conversation
Lower Competition
But contains 30%
of the market
Bing owns Yahoo
a)
-
-
-

11. Quality Score
Expected
Clickthrough Rate
Ad Relevancy
a
)
b
)
c
)
Landing Page
Relevancy

12. Quality Score
Expected
Clickthrough Rate
Ad Relevancy
Landing Page
Relevancy
a
)
b
)
c
)
Expected Clickthrough Rate = CTR of your ad compared
to competitors with the same keyword
Ad Relevancy = How good is your on-page SEO
Landing Page Relevancy = How good is your user-
experience from people clicking on your ad

13. Click Through
Rate
Search Query, Value
Proposition, Call to
Action
False Dichotomy
a
)
b
)Search Query
Value Proposition
Call to Action

14. Click Through
Rate
Search Query, Value
Proposition, Call to
Action
False Dichotomy
a)
b)
False Dichotomy: Fallacy. Giving people two options that
are not mutually exclusive. Very good for persuasion.
Ex: “You are either with us or you are with the terrorists”
(President Bush)
Ex” “America – Love it or Leave it!”

15. On-Page SEO
Title Tag
Meta Description
(Bing)
a)
b)
Meta Keywords
(Bing)
Headers
c)
d)
URL
Content
e)
f)
Etc.g)

16. Landing Page
Relevancy
Link Up Analytics
to Adwords
Bounce Rate
Time on Site
% of New Clients
a)
-
-
-
Create Goalsb)
Create Filtersc)

17. Landing Page
Relevancy
Link Up
Analytics to
Adwords
Bounce Rate
Time on Site
% of New Clients
a)
-
-
-
Create Goalsb)
Create Filtersc)

18. Landing Page
Relevancy
Link Up Analytics
to Adwords
Bounce Rate
Time on Site
% of New Clients
a)
-
-
-
Create Goalsb)
Create Filtersc)

19. Landing Page
Relevancy
Link Up Analytics
to Adwords
Bounce Rate
Time on Site
% of New Clients
a)
-
-
-
Create Goalsb)
Create Filtersc)

20. Mobile Bid
Adjustments
Mobile
Ads
a)
b)

21. Mobile Bid
Adjustments
Mobile
Ads
a)
b)

22. Day & Time
Parting
Break it down by
Campaign and into
All-time & Last 3
months
Break Down Days
a)
b
)
Break Down Timesc
)
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3
2

23. Day & Time
Parting
Break it down by
Campaign and into
All-time & Last 3
months
Break Down Days
a
)
b
)
Break Down Timesc
)
Conclusion
Monday is our Best Day,
Wednesday is our Worst Day

24. Day & Time
Parting
Break it down by
Campaign and into
All-time & Last 3
months
Break Down Days
a
)
b
)
Break Down
Times
c)
Conclusion
Best times are Before & After Work (8am-9am & 5pm-6pm),
Worst times are when People Start Work, and When People are
about to Finish Work (9am-4pm)

25. Geo-
Targeting
Radius
Break it down to
small areas
a)
b)

26. Geo-
Targeting
Radius
Break it down to
small areas
a)
b)

27. Geo-
Targeting
Be wary of Radius
Break it down
to small areas
a)
b)

28. Household
Targeting
Top 10%
Top 20%
a
)
b
)
Etc.c
)
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2
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29. Household
Targeting
Top 10%
Top 20%
a)
b
)
Etc.c
)
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2
3

30. LANDING
PAGE
RELEVANC
Y
RECAP

31. (045) 458-
2764C-16 Oasis Office Stall,
Don Juico Avenue,
Angeles City
2nd Floor NBV Building
Lower Bonifacio, Baguio
City
(074) 661-
3552
ANGELES OFFICE BAGUIO OFFICE
Linkage Web Development
Angeles, Pampanga