Top 5 Fundamentals of Launching A New PPC Account

Presented by: Jordon MeyerWebs: JordonMeyer.comTwits:@jordonmeyer

{Search Snippets} – August 29, 2012

In-house or Agency

Paid Search or Organic

Photo: Miguel Salcido

• Setting Expectations• Architecture• Trafficking• Tracking• Schedule

Setting ExpectationsArchitectureTraffickingTrackingSchedule

SEATTS

+ An Extra T

Setting Expectations

Setting Expectations

• In-house or Agency – Needs to Happen.– KPIs– Goals– Revenue Expectations (eCom)• ROAS vs ROI• ROI includes COGS, Overhead, & who knows what else.

– Use ROAS When Possible• Not because it makes you look better. Because it’s a

better measurement of the channel.

Setting Expectations

ad spend cpc clicks conv rate orders avg cart net sales gain / loss solution

$500 $1.55 323 2% 6 $25 $161.29 ($338.71) Original Proposal

$2,500 $1.55 1613 2% 32 $25 $806.45 ($1,693.55)Spend More

$500 $1.55 323 2% 6 $50 $322.58 ($177.42)

Increase Average Order Value

$500 $1.55 323 4% 13 $50 $645.16 $145.16

Increase AOV & Conv Rate

$2,500 $ 1.55 1613 4% 65 $50 $3,225.81 $725.81

Increase AOV, Conv Rate &

Spend

Architecture

Plan For The Future

PPC Skyscraper

Architecture

Architecture

Architecture

Trafficking

Trafficking

Start Off SmallTake Baby Steps

Walk Before You Run“Just Tap It In”

Trafficking

Impressions + very targeted [keywords] = High CTR High CTR (+ quality LP & Ad) = High Quality Score

High QS = Low(er) CPCsQuality Account

Trafficking

Use Daily Budgets!If you don’t, you are setting yourself up to fail.

Bad Ideas for Budget ControlKeyword bids, gut feel, pausing/unpausing

Trafficking

If You Don't Report At Least Track0

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ReportsAreFun

Tracking / Reporting

Tracking / Reporting

• Google Analytics– No Brainer for SMBs

If You Don't Report At Least Track0

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ReportsAreFun

Tracking / Reporting

The ONLY GA Partner in Minnesota!http://www.google.com/analytics/partners/index.html

Schedule

Schedule

Keyword Expansion• Negatives• Positives• Match TypeSettings Audit• Network• Delivery Method• Schedule• Geo TargetsLanding Page / Destination URL• Audit• A/B Tests

Ad Copy updates • A/B Tests• Seasonal ads• New Value PropsDisplay Network• Managed Placements• Add Negative Sites• Update AdsReporting• Clear some time

Thank You!

Presented by: Jordon MeyerWebs: JordonMeyer.comTwits:@jordonmeyer

{Search Snippets} – August 29, 2012