PPC CAMPAIGN

EVALUATION

PAY-PER-CLICK ADVERTISINGPPCPPC is an online advertising format that allows advertisers to display ads for their goods or

services when buyers enter search queries that are relevant to their business It’s called

“pay-per-click” because advertisers are only charged when a buyer clicks on their ad.

Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers

lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting

impactful revenue generating opportunities for which their direct competitors’ become

benefactors.

… WHAT IS IT…

…AND WHY DOES IT WORK?

AXIOM ADVISING

3

Buyer Stage: Research & Consideration

Pay-Per-Click Evaluation

PPC is effective because advertisers can target very

specific searches with very relevant messages & 89%

of web traffic generated is attributed to paid

Advertising.

PPC STRUCTURE

Campaign Level

Ad Group 1

Keyword 1 Keyword 2 Keyword 3

Ad Group 2

Keyword 1 Keyword 2 Keyword 3

Budget

Targeting

By goal or buyer stage

Bid

Ad Copy

theme

Match types

All KW related to ad group theme

PPC UX ANALYSIS

Step 1: User QueryWe target search queries using keywords

keyword: A word or phrase entered into a search engine in

an effort to get the search engine to return matching and

relevant results. Many Web sites offer advertising targeted by

keywords, so an ad will only show when a specific keyword is

entered.

Step 2: Search Engine Results Page

Google populates ads based off of who bid the highest and

who’s ad is the most relevant

Step 3: Landing Page Buyer clicks on a link and is directed

to your site

Step 4: ConversionThe buyer requestes a demo, or

leaves the site.

FACT Businesses with 7 or more landing pages get 4X more

leads than those with only a few landing pages.

PPC UX OPTIMIZATION TOP 5 IMPROVEMENTS

Optimize Bid Strategy:

the messaging and CTA can be aligned in a

horizontal or traditional cascade structure

a CTA and anchor button that directs user to the

tour.

Eliminate graphics to lessen page distraction

Minimize header and navigation bar for all paid

visitors. Then add EastMark’s logo within the

webpage.

Streamline page structure

Replace ads with new slight variants of best

performing live ads.

Tweak headline user intent,

to match your ads.

HEADLINE. TOUR MODEL HOMES FROM

HOMESUBTEXT: EXPEAINCE EASTMARK. TAKE

OUR ONLINE TOUR!

More Relevant Landing PagesNote: UnBounce has a scalable way to create a large

amount of landing pages and allows for dynamic

keyword insertion directly into the landing page.

COMPETITIVE PPC ANALYSIS

DELTEK

Note: PPC Estimates

The keywords we show you below are sorted by "domain’s most valuable" at the top. That means that the first set you see could be responsible for 40% of the domain’s clicks even though they are just a tenth of its total keywords. As

you view more results at the bottom of the page, you will see the subtotals grow along with the number of results. Since we don’t start with all of these results at once, these roll-up numbers are a projection of what the combined totals

will be. These are meant to help you compare the clicks and spending of one group of landing pages to another.

ONSCHEDULE PROCORE

PAGE

12

$9,500

Est. Monthly Budget

312

Est. Keywords

11/17

Est. Avg. Ad position

935

Avg. Monthly Clicks

$2,170

Est. Monthly Budget

80

Est. Keywords

7/10

Est. Avg. Ad position

312

Avg. Monthly Clicks

$19,400

Est. Monthly Budget

1,880

Est. Keywords

6/17

Est. Avg. Ad position

10,200

Avg. Monthly Clicks

KEYWORD & AD COPY ANALYSISYour top performing ad copy is delivered less than 45% of the time. And the third best performing ad has an

average position of 5. This flaw significantly impacts CTRs.

Ads most likely triggered from

broad match keywords

PPC OPTIMIZATION SOLUTIONTOP 5 Campaign Structure & Management IMPROVEMENT Strategy

1

RESTRUCTURE YOUR MCC

Create campaigns by objective. Create ad

groups by keyword themes then buying stage

Optimize Bid Strategy:

Aim for the 2nd to 3rd ad slot. It Will lower

CPC. Thus lowing CPL and CPA

Pause underperforming ads

Replace ads with new slight variants of best

performing live ads.

Create More Ad

Groups

Will improve ad copy and landing

page relevancy; Will improve

Quality Score, therefore lowing

CPC due to improved UX.

Pause Poor Keywords

perform a weighted quality score

analysis

Add Negative keywords

Negative KW/ KW Match Tip:

analyze search query report.

Excel pivot tables come in handy 5

Keyword Competition Suggested Bid Avg. Monthly Searches

construction project management software 99 $19.41 8,558

general contractor project management software 100 $11.63 633

construction schedule software 100 $34.37 3,556

construction scheduling program 85 $28.68 128

construction planning software 94 $32.14 1,255

construction scheduling software 100 $7.46 7,105

cloud construction software 100 $32.37 470

cloud based construction software 100 $36.42 240

GOOGLE KEYWORD ESTIMATES

PAGE 15

MULTI-LOCATION TARGETING

SEARCH VISUALIZATIONMULTIPLE DMAs

County State

Los Angeles County California

Orange County California

San Francisco County California

Harris County Texas

Cook County Illinois

King County Washington

Santa Clara County California

DuPage County Illinois

Will County Illinois

Brazoria County Texas

SINGLE LOCATION TARGETING

County

Harris County

Brazoria County

Montgomery County

Fort Bend County

Galveston County

Liberty County

Grimes County

Chambers County

Waller County

HOUSTON DMA SEARCH VISUALIZATION