PPC Basics

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Start making profits from your Adwords campaigns


<p>www.wordtracker.com</p> <p>PPC Basics Start making profits from your Adwords campaigns</p> <p>Trace Ronning</p> <p>Link Building | 2Wordtracker.com</p> <p>ContentsChapter 1: What is PPC? 5</p> <p>Who uses PPC? 8 </p> <p>How can I make PPC work for me? 8 </p> <p>What about SEO? 9</p> <p>Chapter 2: Get sales fast with PPC 10Choosing keywords 11 </p> <p>Where else you can find keywords 12 </p> <p>Building a campaign 13 </p> <p>Networks and devices 13 </p> <p>Bidding and your budget 14</p> <p>Chapter 3: Creating ad groups and writing text ads 15Writing your first ad 17 </p> <p>Write a catchy headline 17 </p> <p>Use your keywords 17 </p> <p>Make your benefits clear 18 </p> <p>Use a strong call to action 18 </p> <p>Landing page correlation 18 </p> <p>Ad rotation and scheduling 18</p> <p>Chapter 4: Upgrade your PPC with these advanced strategies 22Sitelink extensions 23 </p> <p>Location extensions 24 </p> <p>Product extensions 26 </p> <p>Call extensions 26 </p> <p>Advanced targeting with Gmail 27 </p> <p>The more, the merrier 29</p> <p>About Trace Ronning 30</p> <p>Link Building | 3Wordtracker.com</p> <p>Also published by Wordtracker:</p> <p>Videotastic!A must-have guide to planning, </p> <p>producing and marketing </p> <p>effective web video. </p> <p>Click here to learn more</p> <p>SEO for ProfitEverything you ever wanted </p> <p>and needed to know about </p> <p>search engine optimization, </p> <p>all in one guide.</p> <p>Click here to learn more</p> <p>Quick &amp; Easy Keyword OptimizationAt Last, Keyword </p> <p>Optimization Made Easy </p> <p>Click here to learn more</p> <p>101 Web Content Ideas, Tips and ResourcesTo help you engage your </p> <p>readers, please the Panda, </p> <p>and get more widely shared. </p> <p>Click here to learn more</p> <p>Article MarketingA practical, effective</p> <p>way to create inbound</p> <p>links for your site. </p> <p>Click here to learn more</p> <p>Ecommerce CopywritingWrite sizzling website copy</p> <p>that turns more visitors</p> <p>into buyers. </p> <p>Click here to learn more</p> <p>Link Building | 4Wordtracker.com</p> <p>The Wordtracker AcademyFree articles, case studies, tips and tricks to help you grow your online business through effective </p> <p>keyword research, pay per click advertising and search engine optimization (SEO). </p> <p>Weve commissioned some of the worlds best online marketing and SEO professionals to be your </p> <p>guides.</p> <p>Follow Wordtracker on Twitter, Google+, YouTube, LinkedIn and Facebook.</p> <p>Need help with your online marketing?</p> <p>Were here to help, so if youve any questions about this book or your search marketing strategy, were </p> <p>happy to answer your questions. Just email support@wordtracker.com</p> <p>What is PPC?</p> <p>Chapter 1 </p> <p>PPC and Google AdWords | 6</p> <p>Chapter 1 | What is PPC?</p> <p>Wordtracker.com</p> <p>Imagine a world in which an advertiser only pays for advertising that actually works.</p> <p>A world in which you dont have to worry about placing a 250x250 ad in a newspaper and hope </p> <p>that it brings some foot traffic into your retail shop and covers your expenses.</p> <p>A world where people are, in a sense, searching for your advertisements as opposed to avoiding </p> <p>them at all costs.</p> <p>Thats essentially what pay per click (PPC) advertising is, folks. It got its start back in the year </p> <p>2000, when Google introduced a self-serving ad platform, AdWords, as a solution for small </p> <p>businesses to advertise effectively online.</p> <p>The idea was fairly simple, allowing users to bid on specific keywords, and when a Google </p> <p>searcher enters a query containing one of your keywords, your ad would appear.</p> <p>The results would appear on the side of your normal organic search results and the rank </p> <p>would depend on the relevancy of your ad to the query, and how high your bid was. The </p> <p>PPC and Google AdWords | 7</p> <p>Chapter 1 | What is PPC?</p> <p>Wordtracker.com</p> <p>advertiser would only pay when someone actually clicked on their ad, so they would only pay </p> <p>if the advertisement worked.</p> <p>In the 12 years since its inception, AdWords has grown into Googles biggest money maker, and </p> <p>one of the most powerful ad platforms on the planet, spanning just about every country and </p> <p>language you can imagine.</p> <p>Its grown from simply text ads, to image ads, video ads, mobile ads, ads with maps, and even </p> <p>ads that initiate a phone call with the click of a button. And much more. For the purpose of this </p> <p>chapter, though, Im going to limit the content to the more basic features and how to determine </p> <p>if using PPC advertising is right for you.</p> <p>NB There are alternatives to Google AdWords, such as Facebook Paid Ads, LinkedIn Direct Ads, StumbleUpon Paid Discovery to name just four. But for the purposes of this and the following three articles in this series, Ill be looking at AdWords itself, because its the biggest.</p> <p>Before going forward, Id like to explain the terms and acronyms Ill be using quite frequently </p> <p>from here on in, as to not cause any confusion down the line.</p> <p>PPC = Pay per click (where the advertiser (you) only pays if a web user clicks on their ad to go to their site).</p> <p>SEM = Search engine marketing (building and marketing a site with the aim of bettering its position in the search engine results pages).</p> <p>CPC = Cost per click (the the total cost to the advertiser when an ad is clicked on).</p> <p>CPA = Cost per acquisition/action (commonly referred to as cost per conversion or sale - the cost to the advertiser per important action completed on your site, eg buying something or </p> <p>signing up to receive newsletter mailings).</p> <p>ROI = Return on investment (the money an advertiser earns from their ads in comparison to the amount spent on their ads).</p> <p>SEO = Search engine optimization (the process of improving the visibility of a web page in a search engines organic (non-paid) search results.</p> <p>PPC and Google AdWords | 8</p> <p>Chapter 1 | What is PPC?</p> <p>Wordtracker.com</p> <p>Who uses PPC?</p> <p>Before getting into search engine marketing, its natural to be curious about whether or not </p> <p>your competitors are using AdWords, how its worked for businesses like yours and if anyone is </p> <p>even bothering putting resources into PPC. The answer to who uses PPC? is - lots of people are.</p> <p>Nike is using PPC, the NFL use PPC, your favorite caf uses PPC, the lady who taught you to </p> <p>play Chopsticks on piano when you were in grade school even has an AdWords account.</p> <p>In fact, if any of your friends run a local business, they may well use it. Thats the beauty of paid </p> <p>search advertising. Anyone can use it, whether theyre an international brand, or the florist </p> <p>down the street. Their size has no bearing on whether or not they can be successful, either. So </p> <p>long as youre willing to do it right, PPC can do wonders for your business.</p> <p>If youre thinking that this sounds like it can be quite a time-consuming task, youre absolutely </p> <p>right. Luckily, as the pay per click model has evolved, so have third party companies and </p> <p>professionals in the industry. With the extensive list of tools offering services like keyword </p> <p>research, account management, optimization and bid management, you can implement PPC </p> <p>advertising into your marketing campaign without missing out on your beauty sleep.</p> <p>Well discuss that further in the next chapter, though!</p> <p>How can I make PPC work for me?</p> <p>Like any marketing campaign, before getting started with a PPC campaign you should have </p> <p>a clear goal in mind. Whether youre marketing a blog and your only goal is getting as much </p> <p>traffic as possible, driving traffic to a page where users can enter an email address to get more </p> <p>information about an upcoming product, or if youre advertising a webstore and need to justify </p> <p>your ad budget by creating sales, PPC can help, but your campaign must be tailored correctly.</p> <p>When setting up a campaign purely for the purpose of getting traffic, youll want to use Broad </p> <p>match keywords. This means that your ad will appear for searches containing your keywords in </p> <p>any order, eg, business travel will appear for searches on business travel news and travel guide </p> <p>for business. And you probably wont be as worried about conversion tracking: for a blog, you </p> <p>can set up conversion tracking to record when someone subscribes to your content.</p> <p>PPC and Google AdWords | 9</p> <p>Chapter 1 | What is PPC?</p> <p>Wordtracker.com</p> <p>Since youre more interested in getting people on to your site, you shouldnt only concern </p> <p>yourself with keywords that convert (those that succeed in bringing a person into your site who </p> <p>later completes a valuable action on your website, such as buying something, or requesting </p> <p>more information).</p> <p>Conversely, when you need your advertising to turn into sales, your campaigns are going to be </p> <p>more complex, and youll definitely want to utilize conversion tracking. Further, youre going to </p> <p>want to make sure youre not wasting money on clicks that arent turning into sales, so theres </p> <p>a lot to pay attention to. But like I mentioned, thats what automation software is for.</p> <p>What about SEO?</p> <p>Search engine optimization (SEO) refers to the organic listings of your search. Getting your website to rank high in those results can take quite a bit of time, which is why using PPC is so </p> <p>important for small businesses, whether theyve been around for years or not. As you work </p> <p>on improving your SEO rank, PPC can help make sure that youre still getting visitors in the </p> <p>meantime.</p> <p>In fact, websites that rank on the first page of Google organically, AND have an ad on the first </p> <p>page tend to generate more clicks than those only using one or the other.</p> <p>So there we have it, those are the basics. In the next chapter well talk about the best ways to </p> <p>set up campaigns, structure your ad groups, choose your keywords and write your text ads.</p> <p>Get sales fast with PPC</p> <p>Chapter 2 </p> <p>PPC and Google AdWords | 11</p> <p>Chapter 2 | Get sales fast with PPC</p> <p>Wordtracker.com</p> <p>I know PPC isnt necessarily limited to Google and their AdWords platform, but since its far and </p> <p>away the most successful and widely used PPC ad platform, Im going to use it in all examples </p> <p>going forward.</p> <p>Before you actually create your campaign within AdWords, you should take some time to do </p> <p>keyword research and decide upon a budget that youre willing to work with (and commit to) </p> <p>as well as making sure your website is ready. If your website is hard to navigate or visually </p> <p>unappealing, thats something youll really want to fix before starting a campaign with the </p> <p>intent of sending it boatloads of traffic.</p> <p>Choosing keywords</p> <p>The cornerstones of all AdWords campaigns are their keyword lists. The more finely-tuned </p> <p>your keyword list, the stronger your account will be. Your keywords are the words and phrases </p> <p>that customers search in Google that will trigger your ads. So where can you start building that </p> <p>keyword list? The first stop should be your company website.</p> <p>Chances are you use terms that describe and relate to your product commonly throughout </p> <p>your website, so you should be able to pull a centralized core group of keywords here (that </p> <p>you will have come up with using Wordtrackers Keywords tool, of course!). For example, some terms I was able to pull from an initial glance at the WordWatch home page are AdWords management, PPC management and keyword optimization.</p> <p>One thing you can do is organize your keywords by grouping them into themes. Those themes </p> <p>can be different services your company offers or maybe even different product lines like skiing </p> <p>boots, skiing goggles and skis.</p> <p>Then, by going through your website, pull different keywords and put them into a few different </p> <p>lists, based on what theme they fit under. Heres an example of what some of my themes and </p> <p>lists would look like if I ran a sporting goods store.</p> <p>Baseball Basketball Tennis</p> <p>baseball basketball tennis balls</p> <p>baseball glove basketball shoes tennis shoes</p> <p>baseball hat basketball shorts tennis rackets</p> <p>catchers glove basketball jersey tennis racquets</p> <p>baseball pants tennis shorts</p> <p>baseball bat</p> <p>PPC and Google AdWords | 12</p> <p>Chapter 2 | Get sales fast with PPC</p> <p>Wordtracker.com</p> <p>You may also want to create a list of branded keywords as well. These would be terms that you </p> <p>own. For instance I could choose to build a list of keywords like WordWatch PPC, WordWatch </p> <p>AdWords Management, www.wordwatch.com, etc.</p> <p>Make sure you include variations of your keywords and synonyms on your list. A prime example </p> <p>of this would be someone offering SEM or SEO services. Those are common abbreviations </p> <p>of the term search engine optimization and search engine marketing, but people searching </p> <p>might spell it out.</p> <p>And since PPC (or pay-per-click, or pay per click) falls under the category of search engine marketing, these are all terms you would want to include in your list. Below, youll see what I </p> <p>mean.</p> <p>Pay Per Click</p> <p>Pay per click management</p> <p>PPC management</p> <p>pay-per-click management</p> <p>SEM management</p> <p>search engine marketing management</p> <p>paid search management</p> <p>Where else you can find keywords</p> <p>After brainstorming for keyword ideas, there are other tools you can use to help fill out your lists. Using a premium keyword discovery tool like the one Wordtracker offers will lead you to terms that your competitors are using to drive traffic. In addition, you can find keywords that </p> <p>none of your competitors are using to make yourself stand out. Using a keyword tool can help </p> <p>you find long tail keywords with high conversion rates and low costs, just be aware that long tail </p> <p>keywords dont typically generate as much traffic as broader terms, although searches added </p> <p>together for these words will outnumber searches for head keywords.</p> <p>Googles keyword tool is also a good, basic way to find new keywords. Though not as robust as </p> <p>other tools, it does a good job finding common terms you might not be using already.</p> <p>Something to note here is that its very easy to add thousands of keywords very quickly when </p> <p>you start doing keyword research, but its smart to start with high quality keywords in the </p> <p>beginning, and then add more, especially when youre working with a small budget. If you </p> <p>PPC and Google AdWords | 13</p> <p>Chapter 2 | Get sales fast with PPC</p> <p>Wordtracker.com</p> <p>spread your budget too thin on too many keywords in the beginning, you wont be able to get </p> <p>enough data and figure out which terms are working best. Focus on specific keywords that </p> <p>describe your service, but dont be too specific or you wont generate any traffic at all.</p> <p>Building a campaign</p> <p>Now that youve picked out your keywords, you can begin to build a campaign. If youve built </p> <p>your keyword lists around themes, that makes this part...</p>