Pay Per Click - PPC

The fundamentals of a good campaign

This is serious stuff!Did the better

team win?

for a successful PPC

There’s no “one magical solution”

campaign

The POST Method/Model• People

– Don't start a social strategy until you know the capabilities of your audience. • If you're targeting college students, use social networks. If you're reaching out

business travellers, consider ratings and reviews.

• Objectives– Pick one; are you starting an application to listen to your customers, or to

talk with them? To support them, or to energize your best customers to evangelize others?

• Strategy– Strategy here means figuring out what will be different after you're done.

Do you want a closer, two-way relationship with your best customers?

• Technology– A community, a wiki. A blog or a hundred blogs. Once you know your

people, objectives, and strategy, then you can decide with confidence.

More about POST = http://goo.gl/cGI6

The message• Using PPC there are many ways to put your message

out there. • You can do Search, Display and Video marketing via

YouTube. • All placements that can highly benefit your overall

marketing efforts and you should consider them all.• To start with you must identify initial goals and main

Key Performance Indicators (KPI’s)– What are you hoping to gain from the campaign?

• 10 Sales? • 100 Calls? • 1000 Visits? etc.

Analytics in place

Make sure you have

To track impact!

Key Performance Indicators (KPI‘s)• After you’ve identified your main KPI’s you start

doing some research e.g. keyword research, seasonality (you might be selling skiing equipment ) and, probably one of the most undervalued, competitive research.

• Most of those starting PPC think they have a pretty good idea about the competition in their niche. But forget that offline competition isn’t always the same as online competition.– Quite the opposite, it’s sometimes totally different.

Structure• When it comes to campaign structure you have to

remember that the Search Network and Display Network are different.– Split them up

• Search Network– Your ads are not only displayed on Google but also on their

partner sites

TOP OF MIND -TOP OF SEARCH

Organizing your campaigns• There are many ways you can structure you

campaign, if you’re having any difficulties deciding how to organize them ask yourself these basic questions:– How much are you willing to spend on the product/s?

• You set your budget at the campaign level

– Do I have clients overseas? – Do they all speak the same language?

Segmentation• Break-up/segment your accounts as much as

possible, remember that most potential clients “just” scan the Search Engine Result Pages (SERPS) as opposed to actually reading them.

• Creating ad groups around the keywords is a best practice and in most cases ensures good Click Through Rate (% CTR’s) e.g. by using keywords in the headline of the ads etc.

• This also makes sure that your spend is optimized and you do not what is called “Google stupid tax”.

The impact of segmenting• One of the reason good Click Through Rate (%CTR) is

so important is Quality Score. – %CTR and relevance are the number 1 and 2 factors that

influence Quality Score.

• The higher the quality score is the higher your ad rank is compared to your bids and since the actual Cost Per Click (CPC) is calculate like so (Ad Rank of the advertiser below / your quality score) quality score can, depending on the size of the budget.– This impacts the Return of Investment (ROI)

What to have in mind• There’s a different mentality behind searches like e.g.

“cheapest flights to Tehran” and “flights to Tehran”• Don’t implement all related keywords in the same ad

groups, while e.g. tours, deals, trips, vacation, holiday packages etc. might be related.

• Split them up to keep the relevancy between the ad copy and keyword as high as possible – again, most likely result in high %CTR

• By segmenting your campaigns by for example related services or products you can use services like site-links more effectively.

A/B Testing• Use the “right” landing pages – it’s a fact that it takes

a potential client less than 3 seconds to decide whether the landing-page is a fit for his needs or not.– If I’m looking for Iran holiday packages I want to see the

offers direct not land on the homepage.

• Try all match types, when you’ve found a strong influential keyword you can create an ad group with ad copy revolving solely on that specific word.– The basic match types are: [Exact match] “phrase match”

and broad match

The Display Network

The Display Network• Segment your accounts• If you’re using banner creative try splitting them up

by size. That way you can more effectively a/b test your ads. – Remember that there are various amounts ad space for

each size.– Try all of the targeting methods available e.g. Audiences

and Topics.

Developing the account• Look at the search query reports in your keyword

tabs, there you can find many opportunities that will benefit your marketing efforts.

• Continue to optimize the campaign, don’t leave in its original state.

• Optimization is key towards perfection• Look at the Analytics data• Bottom line: Research is the key to success. By taking

time to segment your PPC campaign based on your products, research/client’s needs you’ll have a healthy start and a good edge on your many of competitors.

Optimize towards perfection!

Bottom line• Research is the key to success. • By taking time to segment your PPC campaign based

on your products, research/client’s needs you’ll have a healthy start and a good edge on your many of competitors.

• Make sure you have analytics implemented and that you use the information provided

THANK YOUKristján Már Hauksson