15 PPC Tricks and Tipsb y TradaHashtag is #PPCTricks

1. Intro2. Keyword and Copy Tricks 3. Landing Page Tips4. Geotargeting and Dayparting5. Optimization 6. About Trada7. Questions

Hashtag is #PPCTricks

Meet Dan Tisser & Elaine Ellis

Elaine EllisTradaSocial Media/Marketing Manager@ElaineEllis

Dan TisserTradaAccount Manager@DantTisser

Get outside of Google.

Yahoo/Bing (Search Alliance) •Conversion rates up by 12% after the Search Alliance• Cost-per-click was 20% below industry benchmarks at the end of 2010.

Facebook•13.6% of online advertising market•Introducing real-time advertising

Get Outside Google

Love Negative Keywords

What is a negative keyword? Once you enter a negative keyword into an ad group or campaign it means your ad isn’t triggered when that search term is used. To create negative keywords, put a negative sign in front of your keyword or keyword phrases.

Benefits of Using Negative Keywords•More targeted traffic•Higher Google Quality Score•Less wasted ad spend•More conversions

Phrase & Exact Match “Phrase match” keywords: Search engines only trigger ads when keywords in your phrase are matched. To create phrase match keywords, surround your keyword phrases in quotes.

Pros: Phrase match is more targeted than broad match, and more flexible than exact match.

[Exact match] keywords: Search engines only trigger ads when the exact phrase is matched. To create exact match keywords, surround your keyword phrases in brackets.

Pros: Extremely targeted traffic that is more likely to convert.

Format Matters

Make Formatting Work For You•Say no to semi colons•Make it easier to read•Keep it at a 4th grade reading level•Use Title Casing

How Can Coupons Improve my Search Campaign?

Format Matters

Use Coupons

Coupons make your campaign actionable.•Turn a branding campaign into a performance marketing campaign.•Collect email addresses for additional marketing efforts.•Successfully driving offline purchases can justify SEM spend.

How Can Coupons Improve my Search Campaign?

Coupons make your SEM efforts more impactful.• Offering a coupon in ad copy can increase ad CTR.• Use additional long-tail keywords to attract the coupon

shopping audience.

- CTR 1.17%

- CTR 8.04%

How Can Coupons Improve my Search Campaigns?

From Google: The AdWords system calculates a Quality Score for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query.

Make it Consistent:•Place keywords in ad copy and landing pages•Place offers in ad copy and landing pages

Optimize for Quality

Dayparting allows you to choose when your PPC ads are shown. With Adwords, you select the exact hour(s). With adCenter, you select blocks of hours(like 9 a.m.- 4 p.m.).

Why You Need Dayparting as a Trick:•Ability to increase web traffic when your sales team is available for questions and demos•Ability to increase web traffic on slow days•Ability to optimize for traffic that actually converts•Maximize ads for prime sales time

Dayparting

Geotargeting

Geotargeting allows you to target your ads to a very specific ad location. This is the perfect solution for companies that might only have storefronts in four states or ships only to North America or only have a business in one city.

GeotargetingHow Google allows you to choose your geotargeting locations:

•Search – This allows you to search for the areas that you would like to target.•Browse By Country - This allows you to select countries you'd like to target in your PPC campaign. Once you select countries, it allows you to drill down into more specific locations such as states and cities.•Bundles - The bundles option for geotargeting allows you to select bundles of areas such as Europe or North America.•Excluding - If you want to advertise in Colorado but not all locations, excluding allows you to remove certain locations.•Custom Geotargeting - Google also offers another geotargeting option, which is more granular. With custom geotargeting, you can input a zip code or multiple zip codes and draw out on the map where you want the pay-per-click ads to show.

Simple Lead Forms

•Only ask for the information needed to make the sales. •The more questions, the bigger the abandon rate. •Don’t make it a marketing survey•Autopopulate fields when possible•Have the input cursor move from field to field

Your Homepage Isn’t a Landing Page

Why this is a no-no:

•Your conversion rates will be lower•Landing pages are short and sweet, homepages are not•Homepage navigation distracts from your call-to-action•Landing pages help track conversions

Have a Clear Call to Action

Focus on ONE objective for each page. The sole purpose of the landing page is to get your audience to make an action.

Tie AdWords to Analytics

Connect AdWords to Google Analytics •Google Analytics is FREE•Google Analytics tracks your ROI•Google Analytics tracks your conversions

Optimize Two Days a Week

Q: How often you need to optimize your campaign depends on the size of your account?

A: Depends on the budget of your campaign and how competitive your market is. BUT for campaigns with $3,000 to $10,000 a month in budget, we recommend checking on your campaign a minimum of at least twice a week for four hours.

How Often Do Other People Optimize?

Source: SEORoundtable

Bulk Editing Techniques

Google AdWords lets you make bulk edits (meaning you can change a component to your campaign at the same time).

You can make bulk edits using:•Embedded spreadsheet editing (keywords)•AdWords Editor•AdWords API

Test, Test and Test

Split testing (A/B testing) testing different variations of your PPC campaign to see which variation gives you the best results.

What you should split test:•Landing Pages•Format of Ads•Time of Day•Ad Copy•Ad Titles

A Few Words on Trada

What is Trada?

Trada is the first (only) paid-search marketplace where agencies and direct advertisers can

leverage the expertise of hundreds of skilled PPC experts, who work collaboratively and

competitively to build and optimize sophisticated PPC campaigns. Everyone works

on a pay-for-performance system earning money by generating low-cost clicks and

conversions for advertisers.

Join Trada As an Expert

-Earn money risk free, working when you want and where you want-You don’t have to find or manage your own clients-Choose the types of campaigns you want to work on.-Join a community of PPC experts

Specific Questions?

Elaine EllisMarketing ManagerEmail me at eellis@trada.comwww.trada.com

Charles InceSales ManagerEmail me at cince@trada.comwww.trada.com

http://trada.com http://trada.com/blog @trada