OUR APPROACH TO DIGITAL MARKETINGIn-Depth PPC – Non-Profit SummitAugust 1st 2014Brittany Amatobamato@fathomdelivers.com

Agenda

In-depth PPC Session Agenda

• PPC 101 Recap

• Google Grants

• Campaign Optimization

• Ad Copy Creation/Optimization

• Remarketing Set Up

• Key Takeaways

PPC 101 Recap

Google Grants

Google for Non-Profits• Join the Program• Access to latest news and learnings• Case Studies• Google Apps

Google Ad Grants• Google Grants Eligibility• $10,000/month AdWords Spend• Grantspro - $40,000/month

YouTube Nonprofit Program• Free, enriched version • Custom channel

PPC 101 Recap

Enable Conversion Tracking!

Branded Search Campaign• Themed ad groups• All match types

Bing Campaigns• Run mirrored campaigns• Less competition

Product/Service Campaigns• Themed ad groups• Focus on long tail keywords

Campaign Optimization

Campaign OptimizationSettings Check

Type• Keep Search and Display separate• All match types

Networks• Include Search Partners

Devices• Tablets = Computers• Mobile adjustments

• -100%, -95% to +300%

Target

Campaign OptimizationKeyword Bidding

Tier Bid Match Types• Exact > Phrase > Broad to start

Filters• Create and save frequent filters

When to Bid Up• Good CPA, mid-low position• Low traffic/spending keywords with mid-low

position

When to Bid Down• Non converting high spend keywords with high-

mid position• High CPA with high-mid position

When to Pause Off• Non converting high spend keywords with low

position• High CPA with low position

Notes• Make sure to have enough data• Don’t set and forget• Remember – you can unpause once you’ve paused!

Google Suggestions• Take with a grain of salt!• ‘Bidding Up’ is not always the answer

Campaign OptimizationSearch Query Reports

How to • Keywords Tab• Details > All under Search Terms• Download changes or make live in Engine

Add Keywords• Find new converting keywords and add• Look for additional match types

Add Negatives• Find common keywords or phrases to exclude from searches• Don’t add one off very long tail versions• Example: ‘volunteer’ is reoccurring and not accepting volunteers then exclude• Recommend adding on Ad Group level instead of Campaign

Campaign OptimizationDay Parting

Day of Week• Bid modifiers for certain days• Exclude days if needed

Time of Day• Bid modifier for certain times of day• Exclude times if needed

Implementation• Stats in the Dimension tab• Analyze over at least a two week period• Make changes on the Ad Schedule Tab under Settings• Know your modifiers!

Campaign OptimizationGeo Bid Modifiers

Targeting• Region, Metro Area, City• Look back at least 2 weeks

Implementation• Made on Location Tab under Settings• Modify bids or Exclude locations• Campaign or Ad Group level

Ad Copy Optimization

Ad CopyWhy is it important?

• First Impressions are key– Determines if they will visit the page!

• Gives an idea of what the landing page will be about– Or they will bounce

• Ads appear higher than organic results!• Competition is constantly increasing

– Differentiate yourself, keep it fresh

• Ad copy effects your quality score– Can lead to higher position with lower bids

• Can help metrics– Symptom of low CTR– Drives conversions

Ad CopyBest Practices

• 2-3 ads per ad group• Use keywords from the ad group

– And from landing page!

• Strong Call to Action (CTA)– Buy now– Get info– Enroll

• Strict A/B testing• Utilize Characters wisely

– Thesaurus.com is a life savor

• Be different & Change often– Competitors WILL steal your ads!

• Find a winning ad and keep testing!

Ad CopyHow should I test ad copy?

• Identify an ad group that gets enough volume to declare a test. Also applies if you are creating a new ad group

– Typical test include a minimum of 2-3 weeks

• Best sure your ad settings are set to “Rotate Evenly”

• Decide what will be tested in each ad, then create the 2-3 ad copy variations

– Be sure to only test one variable at a time to tell which change made an impact

• Find a winning ad, and then repeat!

Ad CopyFind a winning ad

• Let it run for at least 2 weeks• Use Excel to your advantage!

– Cancatenation + Subtotaling – Vlookup/Pivot table

• Consider all metrics• Use end results when possible

– Appends tied to sales, leads

• Keep testing if inconclusive!

Ad CopyAd Extensions

• Sitelinks- 25 characters- Individual reporting

• Social Extensions- Link to Google+ Followers

• Location Extensions- Uses addresses

• Call Extensions- Click to Call

• User Reviews- Mainly for Ecommerce

• App Extensions- Mobile downloads

• Google Extension Support• Bing Extension Support

• Punctuation & Symbols– Exclamation mark in the ad's headline– Repeated punctuation or symbols– Symbols, numbers, and letters that don't adhere to

their true meaning or purpose– Non-standard use of superscripts– Non-standard symbols or characters– Bullet points

• Display & Destination URL– Do not have to use the www.– Ad must lead to the domain displayed– One domain per ad group– Has to be a website address

Ad CopyCommon Rules

Ad CopyGoogle Law

• No double serving• Spell check – no purposely misspelling• No incorrect use of words – ‘hare’ vs ‘hair’• Accurate Advertising• Can’t bribe using +1• Never say “Click” • No excessive capitalization or spacing

– Acronyms are okay• Back up qualifiers within 2 clicks

– ‘best’, ‘award winning’- proof must exist• Can’t advertise for fake or knock-offs• Beware of restricted products

– Tobacco, weapons, fireworks, abortion, alcohol, adult services…etc

• Beware of Trademarks & copyrights• Can’t be gimmicky – repetition of words

• Google AdWords Policy Center• Bing Guideline

Remarketing Set Up

Remarketing Set UpCode Implementation

Shared Library• Left hand side below Campaigns window• View under Audiences

New Remarketing Tag• Visitors of a page with specific tag• New Tag• Label it “Main List”• Decide Duration• On Audience Tab click “Tag” to get code• Insertion guide

• Same code on ALL pages

Remarketing Set UpRule Basics

Three Lists• 1. contains the URL of your landing page• 2. contains the URL of confirmation page• 3. custom combinations

• (next slide)

Remarketing Set UpRule Basics

Custom Combination• New List• “Any” of the audiences in your landing page audience list• Add another• “None” of the audiences in your confirmation page audience list

Remarketing Set UpApply the Custom Combination

Apply Combination

• Create a new ad group in a new campaign• Go to “Display Network” Tab > “Interests & Remarketing” > click “+Targeting”

Remarketing Set UpApply the Custom Combination

Apply Combination• Click “Add Targeting”• Add your new custom

combination• Choose “Target and bid”• Save• Check your Bid!• Try different messaging for ad

copy

Key Takeaways

Key Takeaways

• Apply for Google Grants• Always run Branded campaigns• Mirror efforts in Bing• Understand your campaign settings• Implement Day Parting• Utilize geo modifiers• Frequently analyze and change keyword bids• Don’t set and forget!• Add keywords and negatives• Write compelling Call-to-Actions ad copy• Always be testing ad copy• Remarket to non-converters

Questions?