• Senior Manager, Paid Media & Community - Granular
• Blogger• Granular• PPCHero• SEMrush
• Craft Beer Lover• Client Experience
WHO AM I?
@MilwaukeePPC #semrushlive
BEER MENU – WHAT TO EXPECT
@MilwaukeePPC
1. The Main, Four Ingredients2. Brewing 3. Fermentation4. Packaging and Branding
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@MilwaukeePPC
THE FOUR INGREDIENTS OF BEER
@MilwaukeePPC
WATER GRAINS
HOPS YEAST
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ONE BAD INGREDIENT CAN RUIN EVERYTHING
@MilwaukeePPC
Image courtesy of Discovery Channel
• Episode 4 shows the brewing of their famous 120 Minute IPA• It’s their most expensive beer to make. That’s why it sell’s for $8-10 a bottle.• This episode shows their yeast didn’t hold up to quality standards. So they had
to dump 9,000 gallons of the beer…all because of one bad ingredient.
#semrushlive
@MilwaukeePPC
THE FOUR INGREDIENTS OF PPC
@MilwaukeePPC
CAMPAIGN SETTINGS
AD MESSAGE LANDING PAGE
TARGETING
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CAMPAIGN SETTINGS
@MilwaukeePPC
• GOALS• Location• Language• Bid Strategy and Budget• Ad Scheduling
The Basics Deeper Considerations
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ACCOUNT SETTINGS
@MilwaukeePPC
Link AdWords to Analytics to share data
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TARGETING
@MilwaukeePPC
Group your keywords into tight-knit ad groups by thinking about search query relevance.
#semrushlive
TARGETING – USE LAYERS WITH DISPLAY
@MilwaukeePPC #semrushlive
AD MESSAGE – USE AD EXTENSIONS
@MilwaukeePPC #semrushlive
AD MESSAGE – TRY AD CUSTOMIZERS
@MilwaukeePPC
1. Countdown the days left for a sale or promotion2. If it’s for a certain product, show the users how many you have left in
stock to hopefully build urgency3. If you offer prices that can fluctuate by day, ad customizers will allow
you to still use prices in ads without the effort of every day updates.
#semrushlive
AD MESSAGE – DON’T FORGET MOBILE
@MilwaukeePPC
Besides creating desktop ads, create at least two mobile ads to test against each other.
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LANDING PAGE – WHAT’S THE CALL TO ACTION?
@MilwaukeePPC
• Call• Search• Top Navigation• Fax• Print the page• Share on social media• Recommend on Facebook• Request a quote• Ask a question• Learn more about the company• Like their Facebook page• Read more about other
capabilities the user didn’t search for
• Still on this page? Didn’t think so.
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LANDING PAGE – ONE CLEAR PATH
@MilwaukeePPC #semrushlive
LANDING PAGE – DON’T LIE IN YOUR ADS
@MilwaukeePPC #semrushlive
BREWING
@MilwaukeePPC #semrushlive
BREWING – MONITOR ANALYTICS
@MilwaukeePPC
Areas to check should be easier to spot with less data.
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BREWING – BE PROACTIVE W/ NEGATIVES
@MilwaukeePPC
Don’t assume exact match is fail proof!
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BREWING – CREATE REMARKETING AUDIENCES
@MilwaukeePPC
1. Viewed product or service but didn’t convert 2. Added product to cart but didn’t finish order 3. Pages with high amount of visits 4. Watched my videos on YouTube
1. Stayed on my site for less than 5 seconds 2. People who have already converted
For Direct Targeting
For Exclusions
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FERMENTATION
@MilwaukeePPC #semrushlive
FERMENTATION – LET YOUR DATA SIT
@MilwaukeePPC
• Week 1 – Not too happy
• Week 2 – All important metrics improved
• Week 3 – Even more, noticeable improvements
Example for a local, B2B client
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FERMENTATION – SQ PATIENCE: 1ST WEEK
@MilwaukeePPC #semrushlive
FERMENTATION – SQ PATIENCE: 3rd WEEK
@MilwaukeePPC #semrushlive
PACKAGING & BRANDING
@MilwaukeePPC
YOU’RE NOT THE ONLY ONE OUT THERE…
HOW ARE YOU GOING TO CAPTURE SOMEONE’S ATTENTION?
#semrushlive
PACKAGING & BRANDING – MORE NOISE
@MilwaukeePPC
Image courtesy of Jennifer Slegg of The SEM Post
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PACKAGING & BRANDING – MANY OPTIONS ALL THE SAME
@MilwaukeePPC #semrushlive
PACKAGING & BRANDING – BE DIFFERENT
@MilwaukeePPC #semrushlive
PACKAGING & BRANDING – BE DIFFERENT
@MilwaukeePPC #semrushlive
We see great ads without any keyword stuffing!
PROST! LET’S SOCIALIZE!
@MilwaukeePPC #semrushlive
