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Ppc is for everyone

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Steve Hammer
Steve Hammer

This document contains tips and best practices for setting up pay-per-click (PPC) advertising campaigns on Google AdWords. It discusses how to choose keywords, set up campaigns and ad groups, use negative keywords to refine targeting, and how to measure results to optimize campaigns over time. The overall message is that careful keyword research, testing, and ongoing analysis of metrics are needed to effectively use PPC to drive leads and sales.

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Steve Hammer @armondhammer @armondhammer
@armondhammer
Ways to use adwords Goal Setting Keyword matching Keyword Seeds User Intent Campaign Setup @armondhammer
Gem keyword found Low competition, reasonable volume Build content/Links SEO Wait for rank (2 wks?) Determine commercial potential Make an Ad PPC Run a limited test Know commercial potential now @armondhammer
Survey PPC Build Build Questions Hypothesis/Control Ask Split test Measure Actual Analyze data Reponses @armondhammer
Branded Domain had Branded or SEO 22% lower CPA domain? Branded Domain users returned 38% more often Branded SEO domain ad domain ad Measure Measure (source: internal testing) CPA CPA @armondhammer
SEO PPC No pure control of Control Landing indexed page Page Is redirect cloaking? Control entry Optimum keywords conversion could Redirect via hurt rank adwords or external Long tail traffic can optimizer confuse results @armondhammer
Who do you want to notice you? Office Location Names Target Vanity Keywords Self Googling Site Name On-site content @armondhammer
@armondhammer
@armondhammer
@armondhammer
Profit per Orders per Conversion Value per order ($) customer % visitor Estimations are a good start Visitor value Spend = Return on Ad Spend (ROAS) Dont forget your desired margin @armondhammer
@armondhammer
Well matched center Less relevant further out Bids can overcome relevance, but cost more @armondhammer
Broad Broad modified +word Locks High Phrase word Negative Volume -word Eliminates [Exact] Combines Low with other Exactly as typed modifiers Control -[word] @armondhammer
@armondhammer
Instant Suggestions Competing Ads SEO Results @armondhammer
Operator Example Use Site: Site:cnn.com obama Find a concept on a specific site Related: Related:dfwsem.org Find sites similar to another oneword linsanity Search exactly this way dont substitute more words Porsche rumors Keep the words together, in order, with no additions - (minus) Battery -alkaline Exclude the concept ~ (tilde) ~battery Expand the word to similar ideas @armondhammer
@armondhammer
@armondhammer
Tool Data Interpretation High Broad, low exact seed with many modifiers Very broad intent Close search volume - high intent words Similar volume for close words Overlapping broad match Low volume niche keyword focused intent Poor Commercial Intent negative candidate Higher volume seed @armondhammer
NEW DIRECTIONS USE THE TOOLS Usage Geography Occasion Seed Price Quality @armondhammer
@armondhammer
@armondhammer
Low intent Expensive to Cheap steal traffic Soft Goal match Challenger Useful in B-B strategy Info Brand Local Purchase In-person sale Expensive Goal of Sale Conversion directions or contact @armondhammer
@armondhammer
@armondhammer
@armondhammer
@armondhammer
@armondhammer
v @armondhammer
Negative Expansion @armondhammer
Campaign Battery Laptop Dell Ad Group General Replacement Keyword Laptop Battery Laptop Power Broken laptop battery Model E6410 Battery Dell Battery @armondhammer
Negative match obscenities and hate words Dead end intent negatives added Language and channel exclusions you cant support Mobile as separate campaign, always Broad match modify seed words +laptop @armondhammer
Adwords.blogspot.com @armondhammer
Steve Hammer @armondhammer @armondhammer

More Related Content

Ppc is for everyone

  • 3. Ways to use adwords Goal Setting Keyword matching Keyword Seeds User Intent Campaign Setup @armondhammer
  • 4. Gem keyword found Low competition, reasonable volume Build content/Links SEO Wait for rank (2 wks?) Determine commercial potential Make an Ad PPC Run a limited test Know commercial potential now @armondhammer
  • 5. Survey PPC Build Build Questions Hypothesis/Control Ask Split test Measure Actual Analyze data Reponses @armondhammer
  • 6. Branded Domain had Branded or SEO 22% lower CPA domain? Branded Domain users returned 38% more often Branded SEO domain ad domain ad Measure Measure (source: internal testing) CPA CPA @armondhammer
  • 7. SEO PPC No pure control of Control Landing indexed page Page Is redirect cloaking? Control entry Optimum keywords conversion could Redirect via hurt rank adwords or external Long tail traffic can optimizer confuse results @armondhammer
  • 8. Who do you want to notice you? Office Location Names Target Vanity Keywords Self Googling Site Name On-site content @armondhammer
  • 12. Profit per Orders per Conversion Value per order ($) customer % visitor Estimations are a good start Visitor value Spend = Return on Ad Spend (ROAS) Dont forget your desired margin @armondhammer
  • 14. Well matched center Less relevant further out Bids can overcome relevance, but cost more @armondhammer
  • 15. Broad Broad modified +word Locks High Phrase word Negative Volume -word Eliminates [Exact] Combines Low with other Exactly as typed modifiers Control -[word] @armondhammer
  • 17. Instant Suggestions Competing Ads SEO Results @armondhammer
  • 18. Operator Example Use Site: Site:cnn.com obama Find a concept on a specific site Related: Related:dfwsem.org Find sites similar to another oneword linsanity Search exactly this way dont substitute more words Porsche rumors Keep the words together, in order, with no additions - (minus) Battery -alkaline Exclude the concept ~ (tilde) ~battery Expand the word to similar ideas @armondhammer
  • 21. Tool Data Interpretation High Broad, low exact seed with many modifiers Very broad intent Close search volume - high intent words Similar volume for close words Overlapping broad match Low volume niche keyword focused intent Poor Commercial Intent negative candidate Higher volume seed @armondhammer
  • 22. NEW DIRECTIONS USE THE TOOLS Usage Geography Occasion Seed Price Quality @armondhammer
  • 25. Low intent Expensive to Cheap steal traffic Soft Goal match Challenger Useful in B-B strategy Info Brand Local Purchase In-person sale Expensive Goal of Sale Conversion directions or contact @armondhammer
  • 31. v @armondhammer
  • 32. Negative Expansion @armondhammer
  • 33. Campaign Battery Laptop Dell Ad Group General Replacement Keyword Laptop Battery Laptop Power Broken laptop battery Model E6410 Battery Dell Battery @armondhammer
  • 34. Negative match obscenities and hate words Dead end intent negatives added Language and channel exclusions you cant support Mobile as separate campaign, always Broad match modify seed words +laptop @armondhammer
  • 36. Steve Hammer @armondhammer @armondhammer