how creating a successful ppc campaign is like brewing a good beer

Download How Creating a Successful PPC Campaign Is Like Brewing a Good Beer

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Senior Manager, Paid Media & Community - GranularBloggerGranularPPCHeroSEMrushCraft Beer LoverClient Experience

WHO AM I?@MilwaukeePPC

#semrushlive

BEER MENU WHAT TO EXPECT@MilwaukeePPCThe Main, Four IngredientsBrewing FermentationPackaging and Branding#semrushlive

@MilwaukeePPC

THE FOUR INGREDIENTS OF BEER

@MilwaukeePPC

WATER GRAINS HOPS YEAST#semrushlive

ONE BAD INGREDIENT CAN RUIN EVERYTHING@MilwaukeePPCImage courtesy of Discovery Channel

Episode 4 shows the brewing of their famous 120 Minute IPAIts their most expensive beer to make. Thats why it sells for $8-10 a bottle.This episode shows their yeast didnt hold up to quality standards. So they had to dump 9,000 gallons of the beerall because of one bad ingredient.#semrushlive

@MilwaukeePPC

THE FOUR INGREDIENTS OF PPC

@MilwaukeePPC

CAMPAIGN SETTINGS AD MESSAGE LANDING PAGE TARGETING#semrushlive

CAMPAIGN SETTINGS@MilwaukeePPCGOALSLocationLanguageBid Strategy and BudgetAd SchedulingThe BasicsDeeper Considerations

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ACCOUNT SETTINGS@MilwaukeePPCLink AdWords to Analytics to share data#semrushlive

TARGETING@MilwaukeePPCGroup your keywords into tight-knit ad groups by thinking about search query relevance.

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TARGETING USE LAYERS WITH DISPLAY@MilwaukeePPC#semrushlive

AD MESSAGE USE AD EXTENSIONS@MilwaukeePPC

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AD MESSAGE TRY AD CUSTOMIZERS@MilwaukeePPC

Countdown the days left for a sale or promotionIf its for a certain product, show the users how many you have left in stock to hopefully build urgencyIf 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 DONT FORGET MOBILE@MilwaukeePPCBesides creating desktop ads, create at least two mobile ads to test against each other.

#semrushlive

LANDING PAGE WHATS THE CALL TO ACTION?@MilwaukeePPC

CallSearchTop NavigationFaxPrint the pageShare on social mediaRecommend on FacebookRequest a quoteAsk a questionLearn more about the companyLike their Facebook pageRead more about other capabilities the user didnt search forStill on this page? Didnt think so.#semrushlive

LANDING PAGE ONE CLEAR PATH@MilwaukeePPC

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LANDING PAGE DONT LIE IN YOUR ADS@MilwaukeePPC

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BREWING@MilwaukeePPC

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BREWING MONITOR ANALYTICS@MilwaukeePPCAreas to check should be easier to spot with less data.#semrushlive

BREWING BE PROACTIVE W/ NEGATIVES@MilwaukeePPC

Dont assume exact match is fail proof!#semrushlive

BREWING CREATE REMARKETING AUDIENCES@MilwaukeePPCViewed product or service but didnt convert Added product to cart but didnt finish order Pages with high amount of visits Watched my videos on YouTube Stayed on my site for less than 5 seconds People who have already convertedFor Direct TargetingFor Exclusions#semrushlive

FERMENTATION@MilwaukeePPC

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FERMENTATION LET YOUR DATA SIT@MilwaukeePPCWeek 1 Not too happy

Week 2 All important metrics improved

Week 3 Even more, noticeable improvements

Example for a local, B2B client#semrushlive

FERMENTATION SQ PATIENCE: 1ST WEEK@MilwaukeePPC

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FERMENTATION SQ PATIENCE: 3rd WEEK@MilwaukeePPC#semrushlive

PACKAGING & BRANDING@MilwaukeePPC

YOURE NOT THE ONLY ONE OUT THERE

HOW ARE YOU GOING TO CAPTURE SOMEONES ATTENTION?#semrushlive

PACKAGING & BRANDING MORE NOISE@MilwaukeePPC

Image courtesy of Jennifer Slegg of The SEM Post#semrushlive

PACKAGING & BRANDING MANY OPTIONS ALL THE SAME@MilwaukeePPC

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PACKAGING & BRANDING BE DIFFERENT@MilwaukeePPC

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PACKAGING & BRANDING BE DIFFERENT@MilwaukeePPC#semrushlive

We see great ads without any keyword stuffing!

PROST! LETS SOCIALIZE!@MilwaukeePPC

#semrushlive