search marketing summit bangalore, john barron- ppc for small biz 2
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Search Marketing Summit Bangalore, John Barron- ppc for small biz 2TRANSCRIPT
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SMALL BUSINESS RECOMMENDATIONS: PPC ON GOOGLE
By John Barron
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THE BASICS
1. Is Pay-Per-Click Marketing on Google Good For Your Business?
• Do users search for your product or services on Google?
• Are your competitors already there?
• Content Network is likely alternative
2.Define Your PPC Goals
• You only can achieve a click
• Goals become your kpi’s
• Cable
Why PPC?
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Small Biz Like Big Biz
1.No Analytics, No Success
• Must track a minimum of leads/sales
• Easy to do phone tracking (Twilio)
• Google Analytics and Conversion Optimizer
2.Other Indicators
• Bounce rate
• Avg. pageview, time on site
The Fundamentals
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Building Your Campaign
1.Buckets
• 30-60 words per adgroup
• Keyword Tool, customers, competitors
• Misspellings, competitor names
• 4-word plus terms are best opportunity
2.Ad Copy and Landing Page
• Try to use keywords in ad (better QS)
• Never just the homepage
• Compelling language, key selling point
Specific Vs. General
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Get It Goingetet
1.Be Very Vigilant At Launch
• Test the searches
• Make sure your metrics work
• Look for negative words, opportunities
2.Always Try New Buckets, Cut The Bad
• Example of funeral homes, cities
• Conversion Optimizer, Enhanced CPC
• Multiple ads, Ad Extensions
Track Early and Often
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The Big IdeaBudget
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The Big IdeaBudget
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The Big IdeaBudget
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Summaryetet1. Is PPC Right For The Business
2.Tracking Is Essential, KPI’s
3.Buckets of Terms
4.Ads and Landing Pages
5.Monitor, Test and Adjust
What To Remember