PAY-PER-CLICK FOR STARTUPS

THE MUST-KNOW STRATEGIES TO LAUNCH YOUR FIRST PPC CAMPAIGN.

ABOUT ME- Former Arc Worldwide/Leo Burnett Creative.

- Started Tribe9 Interactive.

- Founder & CEO of CraftJack, sold in June to HomeAdvisor

- Co-Founder of Mystery Tackle Box, Launched in July.

- Over $5,000,000 in PPC spend on my startups.

Follow/tweet me: @tallross

WHAT IS PPC?

AN INTRO…

WHY I LOVE PPC- Instant traffic

- Complete control

- Easy to test

- Easy to scale

THE BASICS

PPC FOR SEARCH – GOOGLE ADWORDS

ELEMENTS OF PPC• Campaigns

• Keywords

• Ads

• Ad groups

• Negative keywords

• Quality score

BEFORE YOU START: Make sure conversion tracking is set up properly! (Tools > Conversions).

Also set up Google Analytics!

CAMPAIGNS

Network targeting

Google search, search partners, content network

Device targeting

Mobile device, desktop

Location targeting

Country, city, state, metro, zip code,

Budget

Daily spending cap.

*Google announced “enhanced campaigns” on 2/6/13

KEYWORDS

Exact match: [roofing contractor]

Ads show for: roofing contractor

Ads won’t show for: roofing contractors, roofers, roofing.

Phrase match: “roofing contractor”

Show for: roofing contractor, roofing contractors, top roofing contractors

Ads won’t show for: roof contractor, roofing, roofingcontractor

Broad match: roofing contractor

Show for: roofing, roofers, fix asphalt roof, roofing contracts

Moretargeted

Lesstargeted

CPC/CR

NEGATIVE KEYWORDS

Excludes searches containing specific words from showing your ads.You bid on keyword “roofing contractor” (phrase) your ad shows for:

• free roofing contractors

• Roofing contractor jobs

• Roofing contractor proposal templates

Add negative keywords:

-free roofing

-jobs

-proposal

Tip: use “search query” report to find new negative

keywords.

ADS- Use keywords in ads

- Always test multiple ads

- Test headline vs headline and body copy vs body copy- Test different offers (free shipping vs discount)- Test different wordings for same offer (% off vs $ off)- No more than 3-4 ads at once!- Try and use “Free” in any way possible.

- Match offer to landing page

AD GROUPS- Used to group “keywords” with “ads.”

- Group based on search intent.

- “buy” words vs. “research” words.- “Local” vs. “general”.

- Specific, tightly-grouped is better.

- 10 to 20 keywords tops- Specific ad groups = better CTR = lower CPC

“ROOFING ESTIMATES”

QUALITY SCORE• Alters your your CPC

• Based on combo of CTR, Ad Relevance & Landing Page

Tips to increase QS:

• Keywords in ads• Split test ads• Tight ad groups• Keywords in landing pages

Createcampaign

Brainstormkeywords

GroupKeywords inAd groups

Write ads

Optimize(test ads,

adjust bids, negatives)

Scale!(add more keywords)

SET-UP PROCESS:

WHY FOUNDERSARE IN A BETTER POSITIONTO SUCCEED AT PPC…

Yo Money Yo Problems

YOU CAN START TODAY

EASY PPC STRATEGIES

EASY STRATEGY 1: BID ON YOUR BRAND- Easy way to increase your account performance history.

- Split test CTR on brand messaging.

- Reputation management.

- Increase bids for competitors bidding on your brand.

- Capitalize on offline or social advertising.

- Monitor brand searches. (search query report)

TIP: Also bid on your competitor’s brand to piggyback on their traffic and monitor their search impressions.

MYSTERY TACKLE BOXBRAND AD TEST

EASY STRATEGY #2[EXACT MATCH] “BUY” TERMS- Start with 5-10 ad groups for “buy mode” terms.

- Create ad groups with 5-10 [exact match] keywords only targeting one phrase.

- Make sure ad copy has that phrase.

Keywords Ad

[widgets for sale][widget for sale][widgets on sale][widget on sale][widget sale][widgets sale]

Widget Sale -30% OffFree Shipping & Returns, Ay Widget!Expires 2/31/13. Order Now!www.WidgetMan.com

EASY STRATEGY #3“IN” FOR LOCAL SEARCH- Easy to understand search intent.

- Increase CTR with local ads

- Captures phrases with City, State, Zip

“house painters in”House painters in Chicago

House painters in 60645

House painters in IL

Ad

Local House PaintersGet Free Quotes From PaintersIn Your Area. Start Now…www.LocalPainterQuotes.com

LANDING PAGE TIPS

THE OTHER SIDE OF PPC

IMPORTANCE ON A/B TESTING

Imagine you sell widgets for $50 each…

Scenario A – 10% conversion rate

10,000 visitors a month

1,000 widgets sold a month

$50,000 revenue per month

With a 10% increase in conversion rate…

Scenario B – 11% conversion rate

10,000 visitors a month

1,100 widgets sold a month

$55,000 revenue per month - $60,000 increase per year!

5 THINGS TO A/B TEST- Your headline. (Brand messaging. Keep it simple)

- Your main image.

- Your call to action, offer or promotion.

- Your form length.

- Main navigation.

A/B TESTING TOOLS

SETTING EXPECTATIONS- You will lose money!

- You will make money!

- There’s a lot more to learn!

- Things will change!

- You will love AdWords!

- You will HATE AdWords!

QUESTIONS?

THANK YOU!