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Create Success Using PPC Advertising Presented by Wakefly, Inc. Presenter Jeff Demers 1800 West Park Drive, Suite 100 Westborough, MA 01581 [email protected] 508-768-0032

Creating Success Using PPC Advertising

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Learn the secrets of how B2B marketers are putting Google AdWords to work for them from Jeffrey Demers, Director of Search Engine Marketing, Wakefly, Inc. In this webinar, Jeff coverx PPC marketing best practices, including how to: - Reach the right audience using Google AdWords and boost your ad performance by choosing the right keywords and writing compelling ads - Stretch small PPC budgets to the max and still reach business goals - Craft a winning PPC strategy based on improving value and decreasing waste

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Page 1: Creating Success Using PPC Advertising

Create Success Using PPC Advertising Presented by Wakefly, Inc.

Presenter Jeff Demers

1800 West Park Drive, Suite 100 Westborough, MA 01581 [email protected]

508-768-0032

Page 2: Creating Success Using PPC Advertising

Agenda

•  Introduction to AdWords •  How Google ranks ads •  The importance of structure •  How to choose the right keywords •  How to write great ads •  Live demo •  Q&A

Page 3: Creating Success Using PPC Advertising

Introduction to AdWords

Page 4: Creating Success Using PPC Advertising

In this section we’ll cover...

•  An introduction to Google AdWords •  Common questions from new advertisers •  The importance of setting goals •  Where your ads can show: An explanation of the Google Ad Network •  How to sign up

Page 5: Creating Success Using PPC Advertising

What is Google AdWords?

•  AdWords is Google’s advertising program o  Advertisers select keywords; ads appear next to the search results

on Google.com •  Advertisers can also show ads on hundreds of thousands of websites

o  Ads are matched to Web pages relevant to advertisers’ keywords

Page 6: Creating Success Using PPC Advertising

The questions people ask

Is AdWords appropriate for my small business? Which keywords

should I use?

How will I be charged?

Where will my ads appear? How do I write a great ad?

How do I get my ad in the #1 position?

What questions do you have?

Page 7: Creating Success Using PPC Advertising

Before we begin... what are your goals?

I want to open my email every morning and see at least 3 new orders.

I’d like to increase sales by 15 percent.

I want at least 40 visits to my website every day.

I want to double my customer base.

I want five quality leads a day for my sales team to call.

I want an ROI of 250 percent on all sales coming from AdWords.

I’d like to get as many clicks as I can for less than $0.80 per click.

Page 8: Creating Success Using PPC Advertising

OK, now you know what you want

Where do ads appear?

Page 9: Creating Success Using PPC Advertising

Google.com

Page 10: Creating Success Using PPC Advertising

The Search Partners

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The Google Display Network

Page 12: Creating Success Using PPC Advertising

How Google Ranks Ads

Page 13: Creating Success Using PPC Advertising

In this section we’ll cover...

•  How the AdWords auction works •  How Google calculates your place in the auction •  What’s Max CPC? •  How Quality Score is calculated •  How all this affects what you pay for a click

Page 14: Creating Success Using PPC Advertising

How does AdWords work?

Instant Auction A live auction is run for every search

Ad Position = Quality x Your Bid

Quality Factors: Clickthrough rate, keyword relevance, ad

relevance and historical performance

Page 15: Creating Success Using PPC Advertising

Everyone wants to be in position #1

The position of each ad is determined using a ranking formula.

Page 16: Creating Success Using PPC Advertising

The magic ad ranking formula

Ad Rank Maximum

Cost-Per-Click Bid (Max. CPC)

Quality Score = x

The Bottom Line: If you have a great Quality Score, you can still show in a

high position with a low bid

Page 17: Creating Success Using PPC Advertising

What is your Max CPC?

•  The maximum price you are prepared to pay for a click •  Your ‘bid’ in the AdWords auction

Page 18: Creating Success Using PPC Advertising

What is Quality Score?

•  A measure of how relevant and useful your ads are. •  Do your ads & keywords provide a good user experience?

POOR

OK

GREAT

Note: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads.

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Quality Score measures user experience

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How Google calculates Quality Score

Click-through rate (CTR) How often do people click on your ad when it is shown?

+

Clickthrough-Rate (CTR) Of the people who saw your ad, how many clicked on it?

Relevancy Do your keywords match your ads?

Does the search query match your keyword?

Does your landing page provide a good user experience? Landing Page Quality

+

Page 21: Creating Success Using PPC Advertising

You can see your Quality Score for each keyword

Page 22: Creating Success Using PPC Advertising

The magic ranking formula - example

Alison, Scott and Jon are all bidding on the keyword ‘zipline kits.’ Based on their Max CPC and Quality Score, whose ad will show in first position?

= x $1.00 8 Alison

= x $1.00 10 Scott

= x $2.35 3 Jon

8

10

7

1st

2nd

3rd

Ad Rank Max CPC Quality Score

Page 23: Creating Success Using PPC Advertising

How much do I actually pay?

Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.

= x $1.00 8

= x $2.35 3

= x $1.00 10 Scott

Alison

Jon

10

8

7 $min

$.88

$.80

Ad Rank Max CPC Quality Score Actual CPC

(8/10)

(7/8)

minimum

=

=

=

Page 24: Creating Success Using PPC Advertising

So you’ll show in a higher position if...

•  Your Quality Score is at least 7/10 for each keyword •  Your bids are competitive •  Both!

Page 25: Creating Success Using PPC Advertising

The Importance of Structure

Page 26: Creating Success Using PPC Advertising

In this section we’ll cover...

•  The structure and limits of a typical AdWords account •  Best practices for organizing your account

Page 27: Creating Success Using PPC Advertising

AdWords account structure

AdWords Account

Unique email address & password Billing information

Campaign

Daily budget Location/language targeting

Distribution preference End date

Campaign

Daily budget Location/language targeting

Distribution preference End date

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Page 28: Creating Success Using PPC Advertising

25

The WRONG way to structure an account

“Website Design” Campaign

Website Design Ad Group

  Website Design Company   The Leader’s in Website Design,   Request a Free Consultation Today.   Wakefly.com/Web-Design

professional web site redesign company professional website redesigning professional web redesign custom website redesign corporate website redesigns corporate web redesign corporate website redesign company

corporate website redesign company website companies professional website design company business web design companies website designer freelance web designer freelance web designs website redesign

seo web design professional seo web design website redesign company custom web design customized web site design web design customized affordable business websites website for my business

AdWords Account

Page 29: Creating Success Using PPC Advertising

26

A BETTER way to structure an account

“Business Web Design” Ad Group

“Professional Web Design” Ad Group

“Corporate Web Design” Ad Group

Business Web Design Award Winning Design & Affordable Let's Discuss Your Exact Needs Wakefly.com/Business-Web-Design

Corporate Web Design The Leader’s in Corporate Website Design. Request a Free Consultation. Wakefly.com/Corporate-Web-Design

Professional Web Design Professionally Designed Websites. Check Out Our Portfolio Today! Wakefly.com/Professional-Web-Design

Business web design Business website design Business website designers Web design for my business Designing business websites

corporate web design corporate website design corporate website designers Web design for my corporate Designing corporate websites

professional web design professional website design professional website designers Web design for my professional Designing professional websites

AdWords Account

“Website Design” Campaign

Page 30: Creating Success Using PPC Advertising

Structuring your own account for success

•  Create one Ad Group for each product or service •  Create one Ad Group with your brand/business name as keywords •  Create additional Ad Groups for variations “B&B” vs. “Bed and Breakfast”

For a Plumber emergency plumbing hot water repairs hot water installation Dishwasher installation bathroom renovations drain clearing Plumber nashville

For a Sports Equipment Store Tents sleeping bags portable stoves Backpacks hiking boots lanterns swiss amy knives

For a Bed & Breakfast bed & breakfast nashville b&b nashville cheap nashville hotel luxury bed & breakfast luxury b&b nashville inns

Page 31: Creating Success Using PPC Advertising

How to Choose the Right Keywords

Page 32: Creating Success Using PPC Advertising

In this section we’ll cover...

•  How to begin building your keyword list •  How to apply the “Goldilocks” principle •  Keywords match types •  The Google Keyword Tool

Page 33: Creating Success Using PPC Advertising

Building a keyword list

•  Brainstorm business •  Review website •  Think like a customer •  Focus on what differentiates •  Include plural & singular versions •  Include spelling mistakes & variations •  Include product numbers & codes

Page 34: Creating Success Using PPC Advertising

Use the ‘Goldilocks principle’ to pick keywords

Too General Just Right Too Specific

vacation tax store bags accounting

florida vacation rental tax preparation nashville dvd storage handmade leather bags cheap accounting software

3 br vacation rental grayton beach tax preparation service nolensville rd faux leather storage for dvd box sets handmade black croc leather handbags accounting software for petsitting biz

•  Add all relevant keyword variations: singular/plural and synonyms •  Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.) •  Make keywords specific to your product or service

Page 35: Creating Success Using PPC Advertising

What happens if my keyword is too general?

Example keyword ‘vacation’ -- your ad might show for:

vacation rental vacation deals vacation ideas vacations for kids vacations for singles vacations for veterans National lampoon’s european vacation permanent vacation lyrics

The go-go’s vacation disney vacation club pictures from our vacation by lynne rae perkins vacation auctions vacation accrual policy Vacation agent magazine vacation air conditioning vacation anxiety

General keywords = low clickthrough-rate = low Quality Score

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32

Keyword matching options

Match Type How keyword appears in AdWords

The ad will show when: The ad will show when a searcher types:

Broad Caribbean Cruise

All words containing one word or combination of words in any order is used as the query.

Cruise Control Caribbean Pictures Cruise in Carribean

Broad Match Modifier +Caribbean +Cruise Queries containing variations of

each keyword

Caribbean Cruises Cruises in Caribean Carribbean Cruise

Phrase “Caribbean Cruise”

Queries are typed in the exact order specified. Can have other words before and/or after.

Cheap Caribbean Cruise Caribbean Cruise deals Luxury Caribbean Cruise

Exact [Caribbean Cruise] Queries must be only & exactly what the user types in

Caribbean Cruise

Negative -Tom Ads will not appear when this search term is entered in the query

Ad will not show if someone types: Tom Cruise

Page 37: Creating Success Using PPC Advertising

Examples of negative keywords

Service provider -become -study -class -classes -course -license -training -jobs -employment -supplies -tools -price

Vacation destination -library -doctor -vet -hospital -schools -coffee -cards -history -jobs in -pictures -news -weather

Frequently used -free -lyrics -second hand -used -parts -repairs -wholesale -pics -pictures -definition of -history -diy

Page 38: Creating Success Using PPC Advertising

The Google Keyword Tool: help finding keywords

Enter your keyword

Get additional keyword suggestions

Page 39: Creating Success Using PPC Advertising

35

How to Write Great Ads

Page 40: Creating Success Using PPC Advertising

In this section we’ll cover...

•  Ad text specifications •  Tips for writing better ads

Page 41: Creating Success Using PPC Advertising

Ad text specifications

Ad title (25 characters max, including spaces) Two description lines (35 characters max each, including spaces) Display URL (35 characters max, including spaces) Destination URL (1024 characters max, including spaces)

Page 42: Creating Success Using PPC Advertising

What is a good AdWords ad?

A good ad: •  Is relevant to the keywords in the ad group •  Gets a high clickthrough-rate (CTR) •  Effectively sells your product or service •  Stands out from your competitors •  Includes a call to action

Page 43: Creating Success Using PPC Advertising

What doesn’t work

Vague, irrelevant, unclear ads without useful information.

Ask yourself just 3 questions to help you write great ads!

Page 44: Creating Success Using PPC Advertising

“We won an award in 2009” “All our products are custom made” “We always show up on time” “We’re open 7 days a week”

This helps you write useful

ads

1. What sets your business apart?

Why would someone choose your business over a competitor? Examples:

“We only sell products made in the USA” “We have a money back guarantee” “We have 30 years experience” “Free shipping if you buy two” “We have lower prices” “We offer free quotes” “We’re having a sale”

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2. Can you describe your products or services?

Describe specific or technical details of your products or services. Examples:

“Made from recycled materials” “Battery lasts up to 8 hours” “From $16 per square foot” “Suitable for diabetics” “Dishwasher safe” “Collectors item” “Sizes 8-16”

“Evening classes available” “18 day all-inclusive tour” “10 Nashville locations” “24/7 onsite support” “On time or it’s free” “First class is free” “HIPPA compliant”

This helps you write useful ads

Page 46: Creating Success Using PPC Advertising

3. What is your call to action?

After someone clicks on your ad and visits your website, what is it you want them to do next? Examples:

“Call us to request a free quote” “Browse through all of our toys” “Book your rental home online” “Download a 30-day free trial” “Sign up for our mailing list”

“Learn more about osteoporosis” “Order a copy of our brochure” “Call us and order a pizza” “Request a call back”

This helps you write a call to

action

Page 47: Creating Success Using PPC Advertising

Put it all together for better ads

Page 48: Creating Success Using PPC Advertising

Always direct traffic to the most useful page on the site.

Link to the best landing page

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How to get to your goals – step by step

Experiment! Try new ads and keywords to get the best to see which perform best. Track your results Measure! Have you achieved your goals? Repeat

Page 50: Creating Success Using PPC Advertising

A Quick Recap

Page 51: Creating Success Using PPC Advertising

Where Ads Show Show ads on Google.com, the Search Partners, the Google Display Network.

How to Structure an Account Structure your account for success with campaigns, Ad Groups and keywords.

How to Select Keywords Keyword match types, the “Goldilocks” principle, using the Google Keyword Tool.

How To Write Ads Ad text specifications, tips for writing more effective ads, calls to action.

After this session, you should know

Page 52: Creating Success Using PPC Advertising

Thank you!