How to Master Your PPC Performance
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Slides from the SEMrush webinar with Matthew Sauer (iProspect Australia) on PPC.
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How to Master Your PPC Performance
- 1. Master Your PPC Performance Search Factory | iProspect – Matthew Sauer Head of Paid Media
- 2. A Quick Intro! Matthew Sauer Head of Paid Media Search Factory | iProspect • Works out of Brisbane Australia for Search Factory | iProspect managing an inhouse team of PPC experts! • Worked across some of AU’s largest brands (SurfStitch, Godfreys, Billabong, Super Amart, Barbeques Galore, Cover-More Insurance, Allianz Insurance, Flight Centre & more) • +5yrs experience in paid advertising • Skills and Qualifications Google DoubleClick Certified Google AdWords Certified Google Display Certified Google Analytics Certified Google Mobile Certified Google Shopping Certified Google Video Certified Bing Ads Certified Connect with me on LinkedIn: https://www.linkedin.com/in/matthewdsauer
- 3. 1. Understand how to research and select keywords for Search campaigns 2. Understand how to set up & structure your Search campaigns 3. Understand how to write effective ad copy What Will You Take Away From Today?
- 4. What We’ll Cover! • Keyword research process • Campaign structure & components • Ad copy writing techniques & considerations
- 6. Why is Keyword Research Important? 1. Keywords help people find you online. If you don’t rank in the SERP, you won’t generate traffic! 2. Keyword targeting helps to ensure you are reaching a relevant audience. This helps to generate qualified traffic to your website. 3. Targeting relevant keywords to your website and product is essential for achieving high quality score across your Search campaigns.
- 7. Keywords can generally be segmented based on intent and how likely they are to generate a conversion. Time and effort should be focused on those that are more likely to convert. Research terms = High volume, generic searches around your product categories (e.g. Shorts). Great to capture new traffic, potentially not great at converting. Product terms = Specific items or services that you sell. The revenue that these terms may generate for your brand is likely to offset the low traffic volumes that these types of keywords often attract (e.g. Quick Dry Board Shorts). Brand terms = By the end of the buying cycle, users may be more inclined to return to your website through a branded search. These have high potential to convert. Branded Terms Product / Service Terms Research / Seed Terms Types of Keywords
- 8. Keyword Research Process Create Your Seed Terms Identify terms that directly relate to your vertical, brand / website and service offering Expand Your Seed Terms Using Keyword Research Tools Look for similar variations of your seed terms Refine Your Terms Through Competitor Research & Opportunity Identify terms that your competitors are bidding across or where search volume is high Refine by Match Types Split your keywords by match types for enhanced targeting Brainstorm, expand & refine!
- 9. Step 1… Look at your website for seed terms. Create Your Starting Terms We can immediately identify relevant areas that will serve as our base terms: • Search Engine Optimisation • Pay Per Click • Programmatic Advertising • Content Writing
- 10. Step 2… Take your initial keyword list and use various keyword research tools to identify keyword variations and new keyword ideas. Expand Your Keyword Ideas Using Tools
- 11. We can now start to expand our initial keyword themes. Expand Your Keyword Ideas Using Tools • Search Engine Optimisation • SEO • SEO Services • SEO Marketing • SEO Company • Pay Per Click • PPC • PPC Services • PPC Marketing • AdWords Management • Programmatic Advertising • Programmatic buying • Content Writing • Content writer • Website writing
- 12. Expand Your Keyword Ideas Using Tools • Search Engine Optimisation • SEO • SEO Services • SEO Marketing • SEO Company • Pay Per Click • PPC • PPC Services • PPC Marketing • AdWords Management • Programmatic Advertising • Programmatic buying • Content Writing • Content writer • Website writing • Internet Marketing • Online marketing • Digital marketing • Web marketing • E-marketing • Marketing online • Internet marketing company We can now start to expand our initial keyword themes.
- 13. Google Search itself can often be useful in expanding your search variations and identify rising search trends you can capitalise on. Typing a query from your initial keyword list, we can identify a number of variations users are also searching for at scale. Expand Your Keyword Ideas Using Tools
- 14. Expand Your Keyword Ideas Using Tools • Search Engine Optimisation • SEO • SEO Services • SEO Marketing • SEO Company • Pay Per Click • PPC • PPC Services • PPC Marketing • AdWords Management • AdWords Brisbane • AdWords management Brisbane • Pay per click google • Programmatic Advertising • Programmatic buying • Content Writing • Content writer • Website writing • Internet Marketing • Online marketing • Digital marketing • Web marketing • E-marketing • Marketing online • Internet marketing company
- 15. Refine Your Keywords Through Competitor Research • Analyse the competitor landscape to make sure that you, the searcher and the keyword research tool that you are using apply the same logic and intent to your keywords / website. • Analyse your competitors to identify what keywords their ads show for and what seed terms they might target that are similar to your website. • Decide if the keyword is too competitive to rank for or if there is an opportunity to target relevant terms that your competitors are not considering yet.
- 16. Input your competitor URL into Google Keyword planner and ensure that similar keywords are recommended. Identify where your services and products overlap as a starting point. Eliminate those not relevant to you. Refine Your Keywords Through Competitor Research
- 17. Input your competitor URL into Google Keyword planner and ensure that similar keywords are recommended. Identify where your services and products overlap as a starting point. Eliminate those not relevant to you. Remove: Not a service offered or a term that was considered relevant to our website Consider: A service that we offer, but was not initially scoped as a variation Keep: Terms we are likely to overlap for Refine Your Keywords Through Competitor Research
- 18. Conduct spot checks across the top 10 – 20 volume terms to see if your competitors are showing ads on your potential keywords. Investigate your competitor websites to see what services and seed terms they might be targeting that overlap with your website. Refine Your Keywords Through Competitor Research
- 19. • High competition indicates that there are many advertisers bidding on the term. While this is where the market is focused and where you may need to be, it is likely going to cost you a lot. • Look for low to medium competition level that have decent traffic. This is where you can get your foot in the door without spending through the roof. Refine Your Keywords Through Competitor Research
- 20. Refine Your Keywords Through Opportunity Don’t just look at overall monthly volume. Look at how search volume has changed over time. Avoid investing in terms that are seeing decreases and are not likely to capture traffic. Look to target those terms that are increasing in demand and are likely to continue to grow in traffic volume.
- 21. Remember, when researching your keyword list don’t default to the highest volume terms – Consider where each keywords falls within the funnel and focus your efforts around those likely to convert! Research terms = A term like Digital Market is likely to have significantly high volume in my keyword list – but it is quite broad. There are many services associated with Internet Marketing. A user coming through on this term may not yet know exactly what they are looking for. Potentially, spend may be high and conversion rate low. Product terms = A term like PPC Advertising or PPC Agency Brisbane may have lower volumes in my keyword list – but it is far more targeted than the above. Users who search this are already showing intent around what service they seek, as well as what area they are looking in for this service. Potentially, low to high levels of spend but decent conversion rates. Brand terms.. Remember This Breakdown?
- 22. Quick Tip – Don’t Forget Voice Query Variations! Other rising queries: • Show me • Phone • Dial • Ring • Call • Navigate • Directions to • Opening hours • Nearest https://searchenginewatch.com/sew/how-to/2383498/how-will-voice-search-impact-a-search-marketers-world
- 23. Refining Keywords by Match Types MODIFIED BROAD MATCH Example: ppc +marketing MODIFIED BROAD MATCH Example: +ppc +marketing PHRASE MATCH Example: “ppc marketing“ EXACT MATCH Example: [ppc marketing] Ads would show for: car insurance, what is the cheapest insurance Ads would show for: pay per click marketing in brisbane Ads would show for: the best ppc marketing agency around HARVEST NEW KEYWORDS USING BROAD MATCH CAMPAIGNS / KEYWORDS & ADD THEM AS EXACT MATCH KEYWORDS Ads would show for: the best ppc agency for marketing Ads would show for: ppc marketing
- 24. Transfer This Knowledge to Display Campaigns Take your initial keyword list and input into tools like Google Display planner to identify interests, topics, keywords and placements you can group together and target for your campaigns.
- 25. SEMRUSH DEMO - KEYWORDS
- 26. 2. CAMPAIGN STRUCTURE & COMPONENTS
- 27. Why is Campaign Structure Important? 1. Allows for precise control over budgets and data insights 2. Allows control over when and where ads will show to your users 3. Allows you to support your marketing KPI’s 4. Keeps everything organised and accessible for reporting!
- 28. Campaign Creation Process Segment by Themes Segment campaigns by similar keyword themes, categories, website structure, products, competitors, locations Segment by Objectives / Performance Segment campaigns by your objectives or by low and high performing keywords Internet Marketing Internet Marketing Brisbane Brisbane Internet Marketing Brisbane
- 29. Campaign Structure Account Level PPC Agency SEO Content WritingPPC GranularityisKey PPC Management SEO Brisbane Website Content Writers
- 30. ACCOUNT +ppc +agency PPC Agency - BMM Negative exact [ppc agency] Campaign 1 PPC [ppc agency] PPC Agency - Exact +ppc +brisbane PPC Brisbane - BMM Negative exact [ppc brisbane] [ppc brisbane] PPC Brisbane - Exact
- 31. SEMRUSH DEMO – CAMPAIGN BUILD
- 32. 3. AD COPY WRITING & CONSIDERATIONS
- 33. Why is Ad Copy Important? 1. Ad copy delivers a first impression of your brand that people will see when searching for your services and offerings. 2. Ad copy helps decide if a person will click through to your website and the expectations they will have before they land on your website. 3. When it comes to Paid Search, ads play an important role in creating relevance to your keywords and influencing your quality score.
- 34. Anatomy of a Text Ad Headline 1: 30 characters Headline 2: 30 characters Description: 80 characters Pathing: 2x 15 character snippets Ad copy is tricky! But, there are a few fundamentals that any advertiser can use to create effective copy for their campaigns
- 35. Ad Copy Writing Techniques Unique Offers & Promotions CTA’s, USP’s, Extensions Include Your Keywords Mobile Variation Audience
- 36. Headlines • The headline is what most people will pay attention to. Put your most vital information here along with your targeted keyword for the associated Ad Group. • The secondary headline is best for USP’s or to highlight points of difference over your competition. Campaign 1 PPC [ppc agency] PPC Agency - Exact
- 37. Headlines • The headline is what most people will pay attention to. Put your most vital information here along with your targeted keyword for the associated Ad Group. • The secondary headline is best for USP’s or to highlight points of difference over your competition. Campaign 1 PPC [ppc agency] PPC Agency - Exact
- 38. Description • The description needs to provide supplementary information to convince people to click through to your site. • Aim to include a benefit, a solution to the users problem, a feature, an offer and a call to action (CTA). • Do not keyword stuff! Campaign 1 PPC [ppc agency] PPC Agency - Exact
- 39. Description • The description needs to provide supplementary information to convince people to click through to your site. • Aim to include a benefit, a solution to the users problem, a feature, an offer and a call to action (CTA). • Do not keyword stuff! Campaign 1 PPC [ppc agency] PPC Agency - Exact
- 40. Pathing • There is no more display URLs. Instead, we have a ‘Path’, which is dynamically generated by our landing page URLs. • URL Paths are the perfect place to make up some ground in terms of keyword stuffing. This will make the ad relevant and help boost quality score. Campaign 1 PPC [ppc agency] PPC Agency - Exact
- 41. Pathing • There is no more display URLs. Instead, we have a ‘Path’, which is dynamically generated by our landing page URLs. • URL Paths are the perfect place to make up some ground in terms of keyword stuffing. This will make the ad relevant and help boost quality score. Campaign 1 PPC [ppc agency] PPC Agency - Exact
- 42. Consider Mobile • Expanded text ads don’t differentiate between devices. You’ll need to consider formatting your ads in a way that will work effectively both on desktop and mobile devices. • Consider avoiding lengthy headlines, reduce the length of descriptions (don’t always try to max out your character limit!) and include a mobile specific CTA (e.g. Call Us!) [ppc agency] PPC Agency - Exact
- 43. Consider Mobile You don’t have to spend significant time duplicating ads in AdWords editor to create mobile variations – Look to use AdWords Business Data feature to dynamically generate mobile variations using excel and syntax. Check out this blog for a full guide on syntax for mobile ETA’s! http://www.wordstream.com/blog/ws/2016/12/13/expanded-text-ads-deadly-sins
- 44. Final URL (Landing Pages) Ease Of Navigation Landing Page Load Speed TransparencyRelevant And Original Content
- 45. Campaign 1 PPC [ppc agency] PPC Agency - Exact Final URL (Landing Pages)
- 46. Increase quality score by using extensions with your expanded text ads! Don’t Forget Extensions Consumer Ratings Dynamic Structured Snippets (desktop & tablet only) Seller Ratings
- 47. Don’t Forget Extensions Review extensions Site link extensions Callout extensions Increase quality score by using extensions with your expanded text ads!
- 48. Don’t Forget Extensions Use extensions to further elaborate on the features, benefits, attributes and offers related to your website that you were unable to highlight in your main ad. 1. Try to use as many different extension types as possible for your account. This will help boost quality score! 2. Try to apply extensions at an Ad Group level where possible over a campaign level. This aims to show more relevant extensions that relate to a specific keyword. 3. Ensure your extensions go to unique landing pages that differ from your ad URL
- 49. Summary 1. Keywords are important – They help people find you online, help you to reach relevant audiences and are essential for driving traffic to your website. 2. The keyword research process is comprised of brainstorming your seed terms, expanding on these terms using keyword research tools and finally refining your keyword list through competitor research, search volume opportunity and match types. 3. A good campaign structure is essential for controlling how you will target and show ads for your selected keywords. Try to segment into categories or by performance. 4. Ad copy is just as important as your keyword research. Ensure your ads are not only relevant to your keyword, but highlight points of difference, have clear CTA’s and are crafted for mobile.
- 50. 1. Gain an understanding of paid search 2. Understand how to advertise your products correctly 3. Understand how you can utilise paid search to drive ROI What We Hope You Got From Today Use keyword research tools, competitors and your website to identify targeting opportunities Segment by seasonality, objectives or performance Include keywords, USP’s, enable extensions and consider mobile variations! 1. Understand how to research and select keywords for Search campaigns 2. Understand how to set up & structure your Search campaigns 3. Understand how to write effective ad copy
- 51. SEMRUSH DEMO – AD COPY
- 52. Questions? Feel free to email me at Matthew.Sauer@iprospect.com Thank You
Editor's Notes
- Understand the basics of search and SEO Understand how we can use SEO to support marketing objectives Understand how search is evolving
- Understand the basics of search and SEO Understand how we can use SEO to support marketing objectives Understand how search is evolving