building a solid foundation for your ppc
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Building a Solid Foundation for Your PPC
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Matt Umbro• Senior Account Manager• @matt_umbro
Jacob Brown• Senior Account Manager• @jakebrownppc
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Welcome
Agenda
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Agenda
• Structuring Accounts• Choosing Your Keywords• Bid Strategies• Writing & Testing Ad Copy• Ad Extensions• Shopping Campaigns• Remarketing Campaigns• Mobile-Specific Copy & Pages• Google To Bing• New Features And Betas
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Welcome
Structuring Accounts
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Structuring Accounts
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Structuring Accounts
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Structuring Accounts
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Welcome
Choosing Your Keywords
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Choosing Your Keywords
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Consider your keywords based upon:
● User Intent - ready to convert or just looking? For example, “buy oval coffee table” or “coffee tables”
● Bids - broader keywords tend to be more expensive
● Intended Return - will the keyword help you hit your goals?
Choosing Your Keywords
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Welcome
Bid Strategies
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Bid Strategies
Consider using the following bid suggestion strategies when aligning strategies with goals:
● Goal: ROAS ○ (Revenue/Click)/ROAS Goal
● Goal: CPL ○ CPL Goal*Conversion Rate
● Goal: Quality Visitors○ (1-Bounce Rate)*Cost per Quality
Visitor Goal#ppcherolive
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Bid Strategies
What You Should Be Doing:
● Use Impression Share to Find Growth Availability
● Use Conversion Volume When Deciding Percent Increases on Bids
● Layer Date Ranges, Putting Most Emphasis on Recent Performance
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Welcome
Writing and Testing Ad
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Writing & Testing Ad Copy
● Credibility● Perceived Value● Risk Reduction● Call to Action● Qualifiers
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● Step 1: Ad Theme Testing● Step 2: Ad Organization Testing● Step 3: Small Adjustment Testing
Writing & Testing Ad Copy
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Welcome
Ad Extensions
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Ad Extensions
● Apps● Calls● Callouts● Consumer Ratings● Locations
● Reviews● Sitelinks● Callouts● Seller Ratings● Structured Snippets
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Ad Extensions
Location
Sitelinks
Review
Structured Snippets
Consumer Ratings
Callouts
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Ad Extensions
App
Call
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Welcome
Shopping Campaigns
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Shopping Campaigns
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Shopping Campaigns
What you’ll need:
● Google & Bing Merchant Center accounts● Product feed● Ability to create Shopping campaigns in
Google & Bing
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Welcome
Remarketing Campaigns
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Remarketing Campaigns
Send Users Down The Funnel Throughout Remarketing Tactics:
Website → Lead Form → Application
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Remarketing List Types:
● Cart Abandoners/Form Abandoners● Engaged Users● Specific Product/Service Pages● Home Page Only● Unengaged Users
Remarketing Campaigns
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Display Images:Top Sizes in US● 160x600● 728x90● 300x250● 336x280● 300x600● 320x100
● Telling Image
● Why User Should Listen
● Purpose of Ad
● CTA
Remarketing Campaigns
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Remarketing List For Search:
● Use to Raise Bids on Top Performing Lists on Current Campaigns
● Use Customer Match● Target Keywords You Normally
Wouldn’t Target
Remarketing Campaigns
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Welcome
Mobile-Specific Copy
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Mobile-Specific Copy & Pages
Desktop Mobile
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Types of Mobile Websites:
● Mobile Friendly● Mobile Adaptive● Mobile Responsive● Mobile Specific
Mobile-Specific Copy & Pages
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Welcome
Google to Bing
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Google to Bing
● Utilize the Editor to Bring Google Campaigns into Bing
● Start with Top Performing Campaigns
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Welcome
New Features And Betas
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New Features And Betas
● New Bing Ads extensions● Customer Match● Demographic targeting● Display Network updates
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#ppcheroliveMatt Umbro | @matt_umbro
Thanks for joining us!
Jacob Brown | @jakebrownppc