best pay per click practices for your paid search marketing
DESCRIPTION
Paid search marketing firm discusses the best pay per click practices for you paid search marketing or ppc campaigns.TRANSCRIPT
Pay-Per-Click (PPC) Advertising Best Practices
Internet Insights
Key Components of a PPC Campaign
Account set up
Planning Campaign Architecture
Ads and Landing Pages
Geo Targeting
Network Choice
Day Parting
Daily Budget Calculations and Pacing
Campaign Management
Measurement – Let’s Align our Expectations
*Source: Wikipeida.org
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Account Set Up
Correctly setting your account up-front is key
An account communications e-mail address
Set up and integration with Google Analytics
Billing arrangements• Prepay• Credit card: requires CC authorization
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Campaign ArchitectureCampaigns & Ad Groups
Budget vs. Keyword management
for example:
Campaign 1 - SharePoint
Ad Group 1 - What is SharePoint
Ad Group 2 - SharePoint Resellers
Ad Group 3 - SharePoint Integration
Campaign 2 - CRM
Ad Group 1 - Microsoft CRM
Ad Group 2 - CRM Resellers
Always Use Negative Keywords
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PPC Ads
Ad Copy and Calls-to-Action
Visitors are more likely to convert when they see their search phrases in ad copy • Headline• Display URL
Entice them with an offer or incentive
Prompt with a Call-to-Action (CTA)
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Landing Pages
Click to …Avoid using your home page
Synch ads with content on website• Ecommerce – use product pages• B2B – use services pages
For branded ads, consider taking clickers to the most popular pages/products on the site or your services (B2B)
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Geo Targeting vs. Geo Phrasing
Geo Targeting
Used to target specific geographic area (on a map)• Local business that only serves local clients• Business with field office locations throughout the US• E-Commerce site that only accepts USD
Geo Phrasing
Using geographic related phrases regardless of geographic location
• Orlando car rental• Florida hotels• New York & Company clothing
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Networks
Search Network
Pull-based Marketing•Searcher is looking for content
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NetworksContent Network
Pushed-based Marketing• In front of relevant traffic• Exponentially increases impressions
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Day PartingAllows you to manage your budget based on:
•Search peaks throughout the day and week
•Searches that most likely lead to clicks
•Clicks that most likely lead to conversions (based on a measurable amount of data)
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Daily Budget and Pacing
To Avoid Over-spend• Monthly budget divided by 30 (avg)• Monthly budget divided by 22 (no weekends)• Keep day parting in mind
To Avoid Under-spend• Missed opportunities could be costly for client• Used keyword tools to discover new opportunities• Trial content network for additional impressions and clicks
Use a keyword estimator tool to assist in determining starting points for keywords
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Campaign ManagementDaily Budget Management
• Bidding for position placement• Best position placement based on conversion data
Daily Keyword Management• Dial in on star performers
• Opportunity for more impressions / clicks / conversions?• New keyword variations• Search query report – additions to negative keywords
• Nix keywords • Costly clicks with no conversions• Decrease bids
Ad Management• Dial in on star performers• Nix non performing ads• A/B testing
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Campaign Performance and Measurement
Use Google’s reporting tools to help determine successes• Keyword performance
• Destination URL performance
Google Analytics• Position report
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