intro to ppc keyword research and ad writing

Search Engine Marketing

Site: http://www.schipul.comBlog:

http://www.thesemblog.com

Pay Per Click Marketing

Keyword Research & Ad Copy Effectiveness

Google: Paid Ads

What Is Really Important ?• Can’t write ads until you focus on

the underlying campaign structure and research Keywords for your target audience.

http://www.bruceclay.com.au/ppc-hierarchy-of-needs.htm

Keyword Research: Brainstorming Your Goal

Keyword:Expansion

• Write Down as many terms as related to your campaign. Need ideas?

• Competitors

• Blogs

• Site Search Data – Google Box

• Phone Conversations

• Regional Language (coke vs. soda vs. pop)

Free: http://adwords.google.com/select/KeywordToolExternalFree: http://www.google.com/insights/search/# Paid: http://www.wordtracker.com

Keyword Research Suggestion Tools

Keyword Suggestion Tools• Free: http://www.google.com/insights/search/

• Paid: http://www.KeywordDiscovery.com , http://www.spyfu.com

Keyword:Grouping

• Group in related lists

Keywords:Refine

• Refine to phrase and exact match and remove generic terms

• Broad: gourmet coffee

• Phrase: “chocolate coffee beans”

• Exact: [coffee beans]

• Negative: - tea

Keywords:Quality Score

• Not just about the money (bids)

• Keep phrases, landing page and ad copy closely targeted

• Don’t stuff ads, CTR is part of Quality Score

Don’t pick overly competitive keywords unless you have an unlimited budget

Are You a Billionaire?

Chris Anderson: The Long Tail

Effective Ad Copy

Ad Copy:What People Look For

• Readable Text

• Keywords in the Ad

• Cautious, Value Driven

• Spontaneous

• Reverse Psychology?

http://pewinternet.org/Data-Tools/Download-Data/Trend-Data.aspx

Ad CampaignSet-Up

• Write Headline

• If possible, put the keyword in the title

• Use a Call-to-Action

• Include Benefits

• Look at other markets

Dynamic Keyword Insertion - DKI

• Complicated, but can be very targeted.

• Character Count Matters

• Awkward Wording

• Trademark Violations

http://www.wordstream.com/dynamic-keyword-insertion

Analytics can help PPC setup

Pay Per Click: Topics to Consider•Testing – Run 2-4 ads against each other for Click Thru Rate

•Rewrite poorly performing ads better than highest CTR

•Link ads to the most relevant page on your site

Pay Per Click: Ad Testing•Running a new ad against a seasoned ad is not valid A/B Test.

•Quality Score factors in ad rank, CTR and conversion rates

•Launch new ads and revision of old ads at the same time.

Types of Ads - Expand Campaigns

• Text Ads - Content Networks

• Mobile Ads

• Image Ads

• Map Ads

• Ad Extensions

Let’s Review

• Keywords are part of Foundation

• Brainstorm Keywords

• Group & Refine

• Ad Copy Structure

• Competitive Ads

• Watch and tweak your campaign

Search Engine MarketingSchipul – The Web Marketing Company

Phone: (281) 497.6567 x 533Email: jbolles@schipul.comWeb Site: www.schipul.com Blog: www.thesemblog.com