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How Creating a Successful PPC Campaign Is Like Brewing a Good Beer

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Joe Martinez

The processes of brewing beer and creating PPC campaigns are more similar than you think. Both processes follow a plan of execution, and one, small mistake could mean undesirable results. Each new campaign is like a new recipe that shouldn't follow a cookie-cutter model because not every campaign is the same. Learn why...

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How Creating a Successful PPC Campaign Is Like Brewing a Good Beer
Senior Manager, Paid Media & Community - Granular Blogger Granular PPCHero SEMrush Craft Beer Lover Client Experience WHO AM I? @MilwaukeePPC #semrushlive
BEER MENU WHAT TO EXPECT @MilwaukeePPC 1. The Main, Four Ingredients 2. Brewing 3. Fermentation 4. Packaging and Branding #semrushlive
@MilwaukeePPC THE FOUR INGREDIENTS OF BEER @MilwaukeePPC WATER GRAINS HOPS YEAST #semrushlive
ONE BAD INGREDIENT CAN RUIN EVERYTHING @MilwaukeePPC Image courtesy of Discovery Channel Episode 4 shows the brewing of their famous 120 Minute IPA Its their most expensive beer to make. Thats why it sells for $8-10 a bottle. This episode shows their yeast didnt hold up to quality standards. So they had to dump 9,000 gallons of the beerall because of one bad ingredient. #semrushlive
@MilwaukeePPC THE FOUR INGREDIENTS OF PPC @MilwaukeePPC CAMPAIGN SETTINGS AD MESSAGE LANDING PAGE TARGETING #semrushlive
CAMPAIGN SETTINGS @MilwaukeePPC GOALS Location Language Bid Strategy and Budget Ad Scheduling The Basics Deeper Considerations #semrushlive
ACCOUNT SETTINGS @MilwaukeePPC Link AdWords to Analytics to share data #semrushlive
TARGETING @MilwaukeePPC Group your keywords into tight-knit ad groups by thinking about search query relevance. #semrushlive
TARGETING USE LAYERS WITH DISPLAY @MilwaukeePPC #semrushlive
AD MESSAGE USE AD EXTENSIONS @MilwaukeePPC #semrushlive
AD MESSAGE TRY AD CUSTOMIZERS @MilwaukeePPC 1. Countdown the days left for a sale or promotion 2. If its for a certain product, show the users how many you have left in stock to hopefully build urgency 3. If you offer prices that can fluctuate by day, ad customizers will allow you to still use prices in ads without the effort of every day updates. #semrushlive
AD MESSAGE DONT FORGET MOBILE @MilwaukeePPC Besides creating desktop ads, create at least two mobile ads to test against each other. #semrushlive
LANDING PAGE WHATS THE CALL TO ACTION? @MilwaukeePPC Call Search Top Navigation Fax Print the page Share on social media Recommend on Facebook Request a quote Ask a question Learn more about the company Like their Facebook page Read more about other capabilities the user didnt search for Still on this page? Didnt think so. #semrushlive
LANDING PAGE ONE CLEAR PATH @MilwaukeePPC #semrushlive
LANDING PAGE DONT LIE IN YOUR ADS @MilwaukeePPC #semrushlive
BREWING @MilwaukeePPC #semrushlive
BREWING MONITOR ANALYTICS @MilwaukeePPC Areas to check should be easier to spot with less data. #semrushlive
BREWING BE PROACTIVE W/ NEGATIVES @MilwaukeePPC Dont assume exact match is fail proof! #semrushlive
BREWING CREATE REMARKETING AUDIENCES @MilwaukeePPC 1. Viewed product or service but didnt convert 2. Added product to cart but didnt finish order 3. Pages with high amount of visits 4. Watched my videos on YouTube 1. Stayed on my site for less than 5 seconds 2. People who have already converted For Direct Targeting For Exclusions #semrushlive
FERMENTATION @MilwaukeePPC #semrushlive
FERMENTATION LET YOUR DATA SIT @MilwaukeePPC Week 1 Not too happy Week 2 All important metrics improved Week 3 Even more, noticeable improvements Example for a local, B2B client #semrushlive
FERMENTATION SQ PATIENCE: 1ST WEEK @MilwaukeePPC #semrushlive
FERMENTATION SQ PATIENCE: 3rd WEEK @MilwaukeePPC #semrushlive
PACKAGING & BRANDING @MilwaukeePPC YOURE NOT THE ONLY ONE OUT THERE HOW ARE YOU GOING TO CAPTURE SOMEONES ATTENTION? #semrushlive
PACKAGING & BRANDING MORE NOISE @MilwaukeePPC Image courtesy of Jennifer Slegg of The SEM Post #semrushlive
PACKAGING & BRANDING MANY OPTIONS ALL THE SAME @MilwaukeePPC #semrushlive
PACKAGING & BRANDING BE DIFFERENT @MilwaukeePPC #semrushlive
PACKAGING & BRANDING BE DIFFERENT @MilwaukeePPC #semrushlive We see great ads without any keyword stuffing!
PROST! LETS SOCIALIZE! @MilwaukeePPC #semrushlive

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How Creating a Successful PPC Campaign Is Like Brewing a Good Beer

  • 2. Senior Manager, Paid Media & Community - Granular Blogger Granular PPCHero SEMrush Craft Beer Lover Client Experience WHO AM I? @MilwaukeePPC #semrushlive
  • 3. BEER MENU WHAT TO EXPECT @MilwaukeePPC 1. The Main, Four Ingredients 2. Brewing 3. Fermentation 4. Packaging and Branding #semrushlive
  • 4. @MilwaukeePPC THE FOUR INGREDIENTS OF BEER @MilwaukeePPC WATER GRAINS HOPS YEAST #semrushlive
  • 5. ONE BAD INGREDIENT CAN RUIN EVERYTHING @MilwaukeePPC Image courtesy of Discovery Channel Episode 4 shows the brewing of their famous 120 Minute IPA Its their most expensive beer to make. Thats why it sells for $8-10 a bottle. This episode shows their yeast didnt hold up to quality standards. So they had to dump 9,000 gallons of the beerall because of one bad ingredient. #semrushlive
  • 6. @MilwaukeePPC THE FOUR INGREDIENTS OF PPC @MilwaukeePPC CAMPAIGN SETTINGS AD MESSAGE LANDING PAGE TARGETING #semrushlive
  • 7. CAMPAIGN SETTINGS @MilwaukeePPC GOALS Location Language Bid Strategy and Budget Ad Scheduling The Basics Deeper Considerations #semrushlive
  • 8. ACCOUNT SETTINGS @MilwaukeePPC Link AdWords to Analytics to share data #semrushlive
  • 9. TARGETING @MilwaukeePPC Group your keywords into tight-knit ad groups by thinking about search query relevance. #semrushlive
  • 10. TARGETING USE LAYERS WITH DISPLAY @MilwaukeePPC #semrushlive
  • 11. AD MESSAGE USE AD EXTENSIONS @MilwaukeePPC #semrushlive
  • 12. AD MESSAGE TRY AD CUSTOMIZERS @MilwaukeePPC 1. Countdown the days left for a sale or promotion 2. If its for a certain product, show the users how many you have left in stock to hopefully build urgency 3. If you offer prices that can fluctuate by day, ad customizers will allow you to still use prices in ads without the effort of every day updates. #semrushlive
  • 13. AD MESSAGE DONT FORGET MOBILE @MilwaukeePPC Besides creating desktop ads, create at least two mobile ads to test against each other. #semrushlive
  • 14. LANDING PAGE WHATS THE CALL TO ACTION? @MilwaukeePPC Call Search Top Navigation Fax Print the page Share on social media Recommend on Facebook Request a quote Ask a question Learn more about the company Like their Facebook page Read more about other capabilities the user didnt search for Still on this page? Didnt think so. #semrushlive
  • 15. LANDING PAGE ONE CLEAR PATH @MilwaukeePPC #semrushlive
  • 16. LANDING PAGE DONT LIE IN YOUR ADS @MilwaukeePPC #semrushlive
  • 18. BREWING MONITOR ANALYTICS @MilwaukeePPC Areas to check should be easier to spot with less data. #semrushlive
  • 19. BREWING BE PROACTIVE W/ NEGATIVES @MilwaukeePPC Dont assume exact match is fail proof! #semrushlive
  • 20. BREWING CREATE REMARKETING AUDIENCES @MilwaukeePPC 1. Viewed product or service but didnt convert 2. Added product to cart but didnt finish order 3. Pages with high amount of visits 4. Watched my videos on YouTube 1. Stayed on my site for less than 5 seconds 2. People who have already converted For Direct Targeting For Exclusions #semrushlive
  • 22. FERMENTATION LET YOUR DATA SIT @MilwaukeePPC Week 1 Not too happy Week 2 All important metrics improved Week 3 Even more, noticeable improvements Example for a local, B2B client #semrushlive
  • 23. FERMENTATION SQ PATIENCE: 1ST WEEK @MilwaukeePPC #semrushlive
  • 24. FERMENTATION SQ PATIENCE: 3rd WEEK @MilwaukeePPC #semrushlive
  • 25. PACKAGING & BRANDING @MilwaukeePPC YOURE NOT THE ONLY ONE OUT THERE HOW ARE YOU GOING TO CAPTURE SOMEONES ATTENTION? #semrushlive
  • 26. PACKAGING & BRANDING MORE NOISE @MilwaukeePPC Image courtesy of Jennifer Slegg of The SEM Post #semrushlive
  • 27. PACKAGING & BRANDING MANY OPTIONS ALL THE SAME @MilwaukeePPC #semrushlive
  • 28. PACKAGING & BRANDING BE DIFFERENT @MilwaukeePPC #semrushlive
  • 29. PACKAGING & BRANDING BE DIFFERENT @MilwaukeePPC #semrushlive We see great ads without any keyword stuffing!