1. Never Stop Optimizing

• The PPC Optimization Life Cycle

Monday August 17th, 2009 2. How SEOs Spend Their Time 3. PPC Ad Spend is expected to increase by 20% this year 20% 4. Technologist Marketer Statistician SEO Analytics Consultant Social Media Marketer PPC Specialist 5. PPC Optimization Life Cycle 6. 7. Finding Better Keywords

Whatarebetter keywords?

Discovering new verticals & niche markets

Consistent Competitive Analysis

How to Identify Commercial Intent

8. Lets test the term: Baby Gift 9. Better Keywords? 10. Discover New Verticals & Niche Markets 11. Competitive Analysis 12. Commercial Intent http://adlab.microsoft.com/Online-Commercial-Intention 13. 14. Build Stronger Campaigns

Campaign Setup Requirements

TargetBuyers

Understand Match Types (Broad, Phrase, Exact, Negative,and Embedded )

15. Campaign Setup Requirements 16. Always run two campaigns

Live (Original) Campaign

Test (New) Campaign

* Dont overlap keywords 17. Audience

Keep locations as precise as possible

Separate locations need separate campaigns

18. Network

Keep it simple at the beginning for testing purposes

Content Network keyword strategies and Ads differ greatly from Search Network.

19. Bidding and Budget

Bidding Option should be Manual

Dont trust Google to optimize your campaign until you know how to do it yourself first.

Stick with a budget that you feel comfortable

Position Preference ON

20. Delivery Method

Start with Standard Delivery

* Only on Full Budget

Switch to AcceleratedafterTesting *

21. Ad Delivery / Rotation

Keep scheduling open until testing is over

DO NOT let Google Optimize your Ad Rotation

Select Rotate to show ads evenly

22. Target Buyers 23. Target Buyers

Start with ONE keyword in your test campaign

Dont worry about volume (yet).

Traffic is EASY

Long Tail Keywords

24. Long Tail Keywords

i.e.Polka Dot Boat Shoe

High Cost High Volume Low Profit Low Cost Low Volume High Profit 25. Match Types

Broadbaby gifts(i.e. sexy baby dollhouse gift)

Phrasebaby gifts (i.e. personalized gift for baby)

Exact[baby gifts] (i.e. baby gifts)

Negative- sexy or - handmade

Embedded?!

DANGER! 26. 27. What is Embedded Match?

Ad Group 1:Exact Match [baby gifts]

Ad Group 2:Phrase Match baby gifts -[baby gifts]

Ad Group 3:Broad Match baby gifts - baby gifts

28. 29. Write Better Ads

How Google Ranks Ads

The Google Auction Formula

Quality Score

Multi-Variant Testing

Making a Great Offer

30. From Googles Perspective Ad #1= 10 cents per click Ad #2= 20 cents per click Ad #1gets 10% CTR 100 Displays = $1.00 for Google Ad #2gets 4% CTR 100 Displays = 80 cents for Google Ad # 1 is more PROFITABLE for Google! 31. The Google Auction Formula 32. Quality Score

CTR

Relevancy of Ad compared to Users Search Query

Landing Page Quality

Historical Performance of Ad and Overall Campaign

Google Secret Sauce

33. Introducing the Auction for Clicks 1. 2. 3. Max Bid Price Paid $4.00 $3.00 $2.00 Min Bid $2.00 $3.00 Advertisers 34. Ad Rank 1. 2. 3. Max Bid $4.00 $3.00 $2.00 Advertisers Quality 2 6 10 X = Ad Rank 8 18 20 Position 3 2 1 35. Determining Click Cost P Q = B Q 1 2 2 1 36. Example Auction 1. 2. 3. Max Bid $3.00 $3.00 $3.00 Advertisers Quality 8 6 3 Ad Rank 24 18 9 Actual CPC (18/8) = $2.25 (9/6) = $1.50 min price 37. Example Auction 1. 2. 3. Max Bid $3.00 $3.00 $3.00 Advertisers Quality 10 6 3 Ad Rank 24 18 9 Actual CPC (18/10) = $1.80 (9/6) = $1.50 min price 38. Multi-Variant Testing 39. Ad Testing

50% is a lot to risk for some businesses, try splitting it up.

The Control gets a ranking bonus from Google (Quality Score)

Test Ad Control + 3 Copies 40. Test Ad 41. Make a Great Offer 42. Making a Great Offer

Make a Compelling Promise

Solve the readers immediate pain (problem)

Protect the Reader - With a Warning

Ask for ACTION

Demonstrate Ownership Experience (i.e. Put a Smile on your Babys face!)

Avoid terms such as wholesale, free, discount, cheap, etc

43. Examples Search for Dog Toys Search for Childrens Books NOT OPTIMIZED NOT OPTIMIZED OPTIMIZED OPTIMIZED 44. Dont drive clicks at the expense of conversion 45. 46. No amount of brilliant PPC Management can help a BAD Landing Page 47. Landing Page Optimization

Call to Action

Minimal Navigation

Keep it Above the Fold

Make it Easy to Read

Page Load Time

Use Dynamic Headlines

PPC Keyword Relevancy

Shorten Contact Forms

Test Results

Rinse and Repeat

48. 49. 50. Analyzing Results

Google Analytics is a MUST

Metrics to watch

How will you know you had a good test?

51. Metrics to Watch

Setup Conversion Goals

Watch Cost Per Conversion

RPC (Revenue Per Click)

Long Tail Keyword Performance

Look for new Exact Match Keywords

52. Picking a Winner

1,000 Ad Impressions for each variation

20% Difference in results

Example:Ad 1 CTR = 5%,Ad 2 CTR = 4%

Not sure? Try SplitTester.com

53. 54.

4 Hour Work Week Author: Tim Ferris

Title of Book? Came from Google Adwords Testing!

55. Thank you!

Jason Prance [email_address]

Questions?