PPC for Cheapskates

Elizabeth Marsten, Director of Search Marketing

@portent

Most Accidents Occur In The Home

Account SettingsThis is where most people get into the most trouble the fastest

Search Engines

Networks (where your ads show)

• AdWords- defaults to Search and Display

• adCenter- defaults to Search, Content and Search Partner Networks

AdWords Search & Display

adCenter Search, Search Partner & Content

Geography

• AdWords- Defaults to USA & Canada

• adCenter- Defaults to All Locations

AdWords- Geography

adCenter- Geography

Devices

Devices

• Segment by desktop, mobile

• Treat tablets like desktops unless

• Segment by carriers, operating systems

Rotate vs. Optimize

Show your different ads in an ad group in even impressions or let the search engine decide which one is better and show that one more often.

AdWords

adCenter

adCenter starts with rotate by default and over time, chooses what your best performing ad is and shows that more often.

Ad Delivery

Standard Ad Delivery

Ads are shown evenly throughout the day in accordance with the daily budget that you’ve set and the maximum CPC you set at the ad group levels.

Accelerated Ad Delivery

Ads are shown as often as possible throughout the day until the daily budget runs out.

Using Accelerated to Your Advantage

• Daily budgets caps are never or almost never hit.

• Especially useful if you’ve increased those daily budgets and still never hit them.

• Consistent conversion pattern.

• Campaign has only very relevant ad groups in it.

• Campaign and ad groups are smaller in scale, less than 20 keywords in total.

• Trying to increase impressions, conversions, traffic.

Ad Scheduling

• Turn your campaigns on and off during different days of the week or hours of the day.

• Increase or decrease bids during specific days of the week or hours of the day.

AdWords – Ad Scheduling

adCenter – Ad Scheduling

Incremental Bidding

• AdWords: increase OR decrease your max CPC by time of day or day of the week at the campaign level.

• adCenter: increase in increments of 10% at the ad group or campaign level.

AdWords

adCenter

adCenter – Demographic Bidding

Bidding

Enhanced CPC/ Conversion Optimizers

UNLESS:• You have conversion tracking enabled.• Have a consistent (steady stream) of

conversions coming in every day (At least 20).• Don’t care what your CPC is.• You’re CPA focused.• You know what your target CPA is and it

doesn’t move up and down much.

Save money. Don’t try this…yet

First Page Bid - AdWords

This means that on average, the maximum CPC bid that you set for the ad group or keyword isn’t high enough to show on the first page of search results

Automated Rules-

• Use rules for keywords, ads, ad groups or campaigns to raise or lower bids and budgets when certain conditions are met.

• You choose the conditions. There are a LOT to choose from.

• Choose how often the rules run.

• Preview the changes that the rule will make when it runs.

Free feature on AdWords

Automated Rules

Match Types

• Save money and time by utilizing more than one match type.

• Go broad or modified broad with low traffic, new keywords.

• Use phrase when you’re not sure.• Use exact for high traffic keywords you want

to test out.

Match Type- Broad vs. Modified Broad

Modified broad (AdWords only) lets you add an “anchor” with a + sign to a single word in a keyword

For example: skinny jeans for menCould be: skinny jeans for +men

Using Longtail Keywords

• “Longtail” keywords are typically 3 or more words.

• Further along in the research process.• Very specific.• Higher converting.• Lower traffic.• Lower CPCs.• They require patience.

Negative Keywords

The best friend to any keyword list

Negative Keywords

• Free• Cheap• Wholesale• Discount• Printable• What are• What is

• How to• Make• Create• Download• Used• Jobs• Careers

Surviving the Display/Content Networks

Top 5 Tips

• Set up separate campaigns, never combine with Search.

• Set separate budgets.

• Don’t use the display and search results together when making decisions- optimize them separately.

• Use negative keywords AND negative placements.

• Set and focus on goals other than CTR or conversions.

Account Structure

• A well structured account is the best way to save money.

• Campaigns need to be well organized.• Ad groups need to be tightly themed and not

excessive.• Keyword lists terms need to be closely related

and not exceed 25 in an ad group.

A Good StructureWill save you money!

Tell Me Morehttp://www.portent.com/books/ppc-for-your-small-business/

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Next Month’s Free Webinar• Google Analytics: Dial In & Dig In

• Thursday, May 31st at 11am PST

• Portent's resident analytics evangelist, Michael Wiegand, will walk through proper setup of Google Analytics for various scenarios - and then, more importantly, delve into some must-see reports.

www.portent.com/landers/webinar/

Thank You!

Elizabeth MarstenDirector of Search MarketingPortent, Inc.elizabeth@portent.com