Starting a PPC Management and SEM

Company

Introduction

Introduction

• Great way to start bringing money in while building affiliate business - quit your job sooner!

• Do as much or as little as you like

• Tools, skills etc. are synergistic - get paid to become an expert

• Good partnering opportunity

Introduction

• My story

• Market demand

• Potential - with just 10 clients, you could be making 100k per year

• Take notes!

What does a PPC / SEM Company do?

• Sets up and manages PPC campaigns

• keyword research

• bid management

• split testing ads

• Performs SEO (on page and link building)

• Gets paid a set up fee, and a monthly fee for each service

• Potential for other services

What does this course include?

• Complete “business in a box”

• Instruction on services to offer and how to perform them

• Marketing material

• Real proposals

• Pricing schedules

• Web site design and content (2)

• Instruction on how to get clients!

What this course doesn’t include

• Primer on adwords

• Setting up campaigns using hippojaw etc

• Adwords editor training

• Winner Alert setup and training

• Bottom Line - Assumes a working knowledge of PPC campaigns on page SEO and backlink building

Some things to do First

• Company Name

• Adwords My Client Center account

• Adwords certified

• Set up company (s-corp, Sole prop etc.)

• Set up banking

• Set up website

Services Offered and How to Perform them

Main Services - PPC - What’s value to client?• Huge keyword list - 100’s to 1000’s

• Adgroups set up correctly - One KW

• Keywords separated into themes for landing page optimization

• 2 ads for each adgroup

• Split testing ads EVERY day

• Bid management

• Reporting

Main Services - PPC• Cost per lead discussion

• Lead tracking discussion

• New 800 # ?

• Budget discussion - Need 1 month of tweaking!

• Funnel discussion

• Landing page with call to action (phone)

• “fly catcher”

Main Services - PPC - Keyword Research

• Adwords keyword tool for web site itself

• Adwords keyword tool for related terms - MS may be used as well

• What’s competition bidding on and ranking for?

• Set all kw’s up in themes

• local targeting in one campaign

• town name + KW in another campaign

Main Services - PPC Setup

• keyword Research

• Themes and combinations

• Local targeting, Town name

• Hippojaw, Adgrenade,Speed PPC

• Adwords editor - 2 campaigns

• Local

• National

Main Services - PPC Bid and KW Management• Bid/KW management - Must use

Adwords editor

• Every 3 days for first 3-4 weeks, then weekly (only use the prior periods stats)

• High impressions but low clicks

• sort/filter for impressions > 2500 and CTR < 1%

• Improve ads

Main Services - PPC Bid and KW Management

• Low position

• Sort/filter KW’s in positions > 8

• Increase bids by 20%

• High position

• Sort/filter KW’s in positions < 3

• Decrease bids by 20%

Main Services - PPC Bid and KW Management

• CPC too high

• Sort/filter # clicks > 20 and CPC > (target CPC * 1.25)

• Decrease bid by 15%

• Can substitute cost per conversion here if applicable

Main Services - PPC Bid and KW Management

• Winner Alert

Main Services - SEO• Keyword targeting

• recon by fire with PPC

• Competitor analysis

• Pick “top 3” - high volume/low comp.

• On page SEO - can be crucial if 50k or less competing pages ... otherwise, not as important as back links

• “Landing Pages” - Where to send top 3?

• Link building plan

Main Services - SEO• On page SEO

• Title tag

• Meta Description

• H1 tags

• Alt tags

• contact us, privacy etc.

• Usually working with their web person

Main Services - SEO

• Link Building

• See SEO document

Other Services to Offer

Other Services

• PPC landing page development

• “fly catcher” development

• Complete website development

• hosting

• Outsource using Elance