Paid Traffic

Presented by: Greg Clement

things to know before you start

1. What is PPC?

2. Search Networks Vs. Display Networks

• What is the difference?

3. What are my PPC Objectives?

What is PPC?PPC = Pay Per Click Advertising

• An Advertising model where the advertiser (you) only pays the host (Google) if your ad is clicked on.

- Place an ad,

- It gets clicked,

- And you pay for that click.

PPC Ad Networks

Top PPC Network is Google Adwords

• Google represents 70% of search traffic

• Google also places ad’s on other search engines

Other PPC Ad networks

Other top PPC Networks

• Yahoo Advertising

• Facebook (STRONG up and comer in PPC)

• AOL Advertising

search vs. Display Network

Understanding this is key to your success with Google Adwords.

Search NetworkSearch is like a Catalog

• People are directly seeking products and information

• Cut to the chase, What are you offering?

• Straight forward ads, “I have this...”

Display Network

Display is like a Magazine

• Ads are placed on websites within the Google Adsense network

• People are NOT directly seeking your product or information

• Sweet talk them into the click

• Compelling ads are needed

• Used frequently for lead generation & two-step models

3. What are my PPC objectives?

What is my Budget?

• Daily?

• Monthly?

• Yearly?

Who am I trying to Target?

What do I Want?

• Optins, Sales, All of the Above?

What is your timeline?

The Steps Setup your Google Adwords account

Start your keyword research

Create your ads

Keyword bidding and the $5 test

Set up your campaigns

Manage, test, and optimize

1. Setting up your google adwords account

• Go to www.adwords.google.com

• There are two ways to set up an account:

- Create a brand new account

- Link it to an existing Google account

Setting up your adwords account cont.

Follow the setup wizards instructions.

It asks for three things

• For an existing Google account or create a new one.

• Set your timezone and currency

• Verify your account

You set up your billing afterwards under the billing tab in your account.

Your Google Credit Limit and how it affects new accounts

Google throttles down your campaign in the beginning

• Your campaign is limited to see if you will pay your bills

• Billed at every $50 accumulated in the beginning

• Lower Impressions at first for new accounts

• Set up Direct Billing to speed this up

2. Keyword ResearchKeyword Research is King!

• Foundation of a good PPC Campaign

• Many tools available online to help

• Should always be the start of your research

Keyword research toolsGoogle Keyword Tool (Free)

• Find keywords, synonyms, similar search terms

Wordtracker.com (Paid)

• Find keywords, synonyms, similar search terms

Spyfu.com (Paid)

• See how your competitors use PPC and get “inspiration”

• Budgets, keywords, ads, etc...

Ninja Techniques - Spyfu.com

Wondering what keywords work?

• Spyfu.com allows you to see all the keywords, ads and domains that an advertiser uses on Google.

• It is paid but you can do some basic research on it for Free.

• Pull a list and look at how long an advertiser is bidding on a certain keyword.

- If it is a long time then they know something.

Ninja Techniques - Spyfu.com

You can also use spyfu to...

• See your competitors landing pages

• See the ads that they run every month on Adwords

• See Spyfu’s estimated budget for that advertiser

Things to Remember about keywords

Remember...

• Always keep your keywords tightly grouped

- Ex: Never have an adgroup with foreclosure, short sale, and reo keywords in it. Have a seperate list for each keyword theme.

• Break them up between search keywords (short-tail) and display keywords (long-tail)

• Use 5 - 15 keywords per Search Campaigns Adgroup

• Use 5 - 25 keywords per Display Campaigns Adgroup

Short-tail vs. Long-tail

Short-tail Keywords

• Ex: foreclosed homes

• Used more in the Search Network

• More Search Traffic, more expensive usually

Long-tail Keywords

• Ex Santa Clara California foreclosed homes

• Used more in the Display Network

• Less Search Traffic, usually cheaper

Types of Keywords

Broad: Finds the keyword anywhere in a search done by someone online

• Ex: Foreclosure

• Your ad will show up if a search is done for: how to buy a foreclosure

“Phrase”: Finds the phrase anywhere in a search done by someone online

• Ex: “Foreclosed Homes”

• Your ad will show up if a search is done for: how to buy foreclosed homes, (or) foreclosed homes cleveland, ohio

[Exact]: Finds only the exact keywords used

• Ex: [How to buy foreclosures]

• Your ad will only show up if a search is done for: how to buy foreclosures.

3. Create your adsThe ad is KEY

Ads are responsible for:

• Getting Clicks

• Click-through-rate (CTR)

You want to run 1 - 3 ads per adgroup

• This allows you to test ad copy

The Ad Layout

Headline: 25 Character Limit

Line 1: 35 Character Limit

Line 2: 35 Character Limit

Display URL: 35 Character Limit

4. Keyword Bidding - The five dollar test

To get the most bang for your PPC buck and determine your Max CPC

• Pause your campaign

• Go to Opportunities > Tools >Traffic Estimator

Ninja Technique - The Five Dollar Test

The Concept:

• Set your Max CPC to the highest amount and work your way down to find where your clicks drop off

• Then move back up to get the lowest cost and the most amount of clicks

Getting Started

1. Enter your keywords, set your bid to $5 and set your budget, hit enter.

• Make note of the Average CPC, Total Estimated Clicks, & Total Estimated Cost

Keep Going...

2. Change your max CPC to the top Estimated Average CPC and Re-estimate your traffic

• Now note the same metrics

3. Now enter the lowest Average Estimated CPC

• Re-estimate your traffic and note the same metrics

The “Cliff”Keep repeating the same process and evaluate where the “cliff” is.

• The “cliff” is where the cut-off is (Where you drop off in page rank and take a significant hit in clicks)

Now work your way up in 7’s and 2’s until you are getting a good amount of clicks at a cost you are comfortable with.

• Bid in numbers ending in 7’s and 2’s (ex: .57 cents, 52 cents, etc.) This keeps you ahead of people who bid in increments of .05 cents and those who try and go .01 cent above that.

Once you have the number go back and use it in your Campaign Settings

5. Setting up your campaigns

• Decide what campaign you want to set up.

• Login to your account

• Use the settings in the next slide

- Add in your keywords

- Add in your ads

- Set your bids

• Immediately PAUSE your campaign once it is setup.

- To keep you from turning it on while you are still constructing and tweaking it

Locations and Languages

Locations: This allows you to Geotarget your campaigns

• Set it to your local area

Languages: This allows you to display your ad to users who have their language preferences set to a particular language

• Set to languages prominently used in your area.

Networks and Devices

Networks: This is what differentiates a Search campaign from a Display campaign

• Set to Google Search, include search partners for the Search network and Display Network for the Display / Content network

Devices: These are the types of devices you can run your ad on (iphone, ipad, cellphone, laptops, etc)

• Set to all available devices

Bidding and Budgeting

Bidding Option: What type of bidding you want to do

• Set to Manual bidding for clicks

Budget: This is your daily budget

• Set to whatever your daily budget is, you can change this later

Scheduling

Schedule: When you want your campaign and ads to run

• Set to the start day, and then do Show ads all days and hours at first (until you learn what times of day and days of the week your ads do better)

Ad rotation / frequency capping

Ad Rotation: Whether Google shows your best performing ad or shows your ads evenly despite performance

• Always set this to Rotate for both Search and Display

- This allows you to test out ads and get accurate numbers

Frequency Capping: A Display network setting that allows you to cap the amount of times a user sees your ad. Cap it if you are doing CPM but not on CPC.

Demographic Bidding

Demographic: This allows you to target certain demographic segments (age, gender, etc.) This is a Display network setting only.

• Set it to apply to 18+ (Kids don’t buy houses)

The Home Stretch

1. Put in your ad

2. Drop in your Keywords

3. Set your Max CPC

(As determined by the $5 test)

4. Save and Continue

Ninja Technique - Email Mind Reading

In Display Campaigns you can create a campaign that targets and displays only to Gmail.

So ads show up in Gmail user’s emails relating to whatever they are talking about in that email.

In Display Campaigns you can create a campaign that targets and displays only to Gmail.

So ads show up in Gmail user’s emails relating to whatever they are talking about in that email.

Enter the followingTo get ads in the fun box at the top of the email enter the following in your managed placement

- “mail.google.com::Inbox, Top center”

To get ads in the sponsored links to the right of the email, enter the following in your managed placements

- “mail.google.com”

Now It’s On!

Now make sure your campaign is turned on and it is ready to go!

You can always go in and edit your campaign and add in more

ad groups if you choose to.

So what’s the REAL secret to

PPC?

So what’s the REAL secret to

PPC?

6. Manage, Test, and optimize

• Prune and optimize your Keyword List

- Cut out low CTR and Low CLICK Keywords

- Move top winners from search to your display list and vise versa if they are in a related group

• Change up your ads

- Keep the top performer

- Chop out the ad with the lowest CTR and Low Clicks

- Add in a new one to Test!

Manage, Test, and optimize cont.

Optimize your landing pages

• If you are getting tons of clicks and a high CTR but no conversions

- Change up your landing page. It is not converting well.

• Change copy, videos, images, offers, etc.

Need Help? You’re Never aloneIf you have any trouble with your campaign, call Google! 1-866-2-Google

• Since you are a paying Adwords advertiser they provide phone support unlike many of their different companies and services that are free.

There are also TONS of Adwords videos, articles and forums out there that are chalk full of good resources and answers.

TheEnd TheEnd