Hitchhikers Guide to Ecommerce PPC Management - Galactic Guide

HITCHHIKER'S GUIDE TO ECOMMERCE PPC MANAGEMENT GALACTIC GUIDE PAY PER CLICK PPC stands for 'Pay Per Click' - a method of internet marketing where advertisers pay on a 'per click' basis. Search Engine PPC allows advertisers to show an ad when someone searches for a specific term on search engine like google. Display/Content Advertising is when advertisers pay for their banner or text advertisement to show on networks related to their audience. You can place PPC ads on a variety of networks, including Google AdWords, Bing Ads, Facebook Ads, Twitter, Google Display Network, Bing Content Network, Shopping Comparison Engines and Banner Networks. CREATING NEW CAMPAIGNS Best Practices Creating new campaigns can seem intimidating, but if you follow these best practices, you'll be up and running in no time. Use standardized naming structure Use 'All Features' Always separate Search and Display Campaigns Bid Strategy- Start with Enhanced C You can add extensions / Include Search Partners Choose your Location & Language Choose a high budget (you need your ads to s CPC now or later Ad Scheduling You can use this setting to increase conversion rate, or to slow or stop ad rotation during 'closing periods.' Depending on how serious you are about testing. Ad Rotation you'll want to choose one of three settings: 1) Optimize for conversions 2) Rotate evenly for 90 days 3) Optimize for clicks KEYWORD MATCH TYPES Example Keyword Match Special Symbol Ads may show on searches that Erample searches Type Include misspellings, synonyms, related searches, and other relevant variations Broad Match None Women's hats Buy ladies hats Contain the modified term Broad Match Modifier (or close variations, but not synonyms) in any order +keyword women's +hats Hats for women Are a phrase, and close variations of that phrase Phrase Match "keyword" "women's hats" Buy women's hats [keyword] Are an exact term and close variations of that exact term Exact Match women's hats Women's hats Are searches without Negative match -keyword Baseball hats women the term CREATING TEXT ADS DESCRIPTION DESCRIPTION LINE 1 LINE 2 25 35 35 35 HEADLINE DISPLAY URL CHARACTERS CHARACTERS CHARACTERS CHARACTERS DESTINATION URL The destination URL is the actual URL you are sending the traffic to. Example ad Battle Bridge Labs PPC BattleBridgeLabs.com/Join-Today Classes Start Now. Increase Your Revenue w/ Advanced Techniques. DON'T FORGET EXTENSIONS Sitelink Extensions: Each link should be unique. You can add Sitelinks at the Campaign or Ad Group Level. 'Only 4 will show, but you can add up to 10. Example.com - Shoe Store Callout Extensions: Make sure to highlight promos, sales, free shipping, etc. This can save ad space for other information. Approachable Local Remommended Call Extensions: If you take phonecalls, you can add a Google Forwarding Number to your ad. Eampi -Shas S 1750 Bedford Ave, Brooklyn, NY (718) 284-6000 - Directions Location Extensions: Do you have a brick-and-mortar store? You can use location extensions to drive traffic to your store! Review Extensions: Have you been featured in a magazine, have third party reviews from a reliable source? You can add these to your ad, too. This gives you social proof, and extra real estate...double whammy! Example.com - Shoe Store So impressed. Speedy Delivery. App Extensions: Do you have an app? If so, you can send traffic straight to your app download. This is an excellent differentiator! Example mobile app Download App Here AD SCHEDULING If you only want your ads to show during certain hours of the day, or days of the week, you can create a custom ad schedule. Would you like to bid less when your customers aren't buying? You can decrease (or increase) bids during different times of the day, or days of the week. MOBILE BID ADJUSTMENTS You can customize BID your bids for mobile devices. If you have a higher conversion rate for people using their phones, you can automatically increase your bids. You can also decrease your bids if mobile doesn't perform so well. CHOOSING BID STRATEGIES In Google AdWords, you can choose multiple bid strategies. • Manually set bids Allow Google to set your bids (not advisable) • Enable Enhanced CPC - this method uses conversion tracking data to increase bids based on the behavior of the searcher. • Focus on conversions - You need to have enough conversions for this option. Google will automatically set bids in order to reach a CPA you determine. • Flexible Bid Strategies - Google will set bids depending on a variety of factors that you choose. You can set bids to reach target CPA and ROAS. You can also target other metrics, like Search Page Location, Outranking Share, or Maximize Clicks. COMMON ACRONYMS CPC CTR CPA ROAS Cost Click Through Rate Cost Per Aquisition Return On Ad Spend per Click CRO SERP IS Quality Score Conversion Rate Optimization Search Engine Results Page Impression Share GLOSSARY Keyword: A keyword is a the word or phrase that a someone uses in a search engine. When the searcher types in the keyword or phrase, also known as search terms, the search engine serves up a list of results. The results can be organic (as in SEO), or paid advertisements (PPC). Ad Groups: These are the groups that you place keywords. Each Ad Group has its own set of advertisements that are triggered when a key- word is searched for. Creatives: These are a combination of text ads, display ads, banner ads, etc. Any ads that the advertiser "creates" and expects to have shown when certain things take place (ie: someone searches for a specific keyword or a banner ad on a blog or news site.) Text Ad: These are the ads you see at the top of a search page. They are text only, but can also trigger a variety of ad extensions, such as Sitelinks, Callout Extensions, etc. Image Ads: These are ads that you will see on Google's Display Network or Bing Ads' Content Network. They can be static or dynamic ads. Product Listing Ads: These are ads for retail products, and they are automatically generated by a product feed that is submitted to Google. Quality Score: An estimate of the quality of your ads, keywords, and landing page. The Quality Score is important because the higher this number, the less you have to pay for the same position on the search page. Clickthrough rate (CTR): The ratio showing how often searchers see your ad compared to how often they click on it. In other words, the number of clicks the ad receives divided by the number of impressions. High CTRSS also result in higher Quality Scores. Impression Share (IS): The number of impressions your ad received divided by the estimated number of impressions the ad was eligible to see based on the current settings. By knowing your Impression Share you can find out if there are any problems with a specific ad or key- word. For example, if you have a very fow IS for a keyword you want a lot of clicks, then you need to confirm settings and variables like, nega- tive keywords, quality score, bid, etc. Keyword Planner: Google's tool that helps with keyword research, get historical statistics and traffic estimates, keyword expansion, and even build campaigns. Long-tail Keywords: These are search phrases consisting of more than 2 words. Many people believe long-tail keywords result in higher CTR and Conversion Rates. This may be true, but you need to be careful that the long-tail keywords generate enough traffic to allow you to bid on that keyword. A/B Testing: This is a marketing term used to describe when we test two variants. One of the variants must be the control, and the other have one change. In PPC this is offen used to describe "split testing" ad copy, landing page, image ads, etc. Converted Click: Google AdWords recently made some changes to the reporting. A "converted click" is simply the old "One-Per-Click", and the term Conversion replaces the old "Many-Per-Click". A converted click is a unique purchase or action. The conversion may count multiple actions. For example, if the same customer makes 2 purchases in a 30 day period resulting from the original click, that will be counted as 1 converted click, but 2 conversions. Conversion Value: This is the revenue generated from a conversion, or the value you attribute to a lead. Conversion Value / Cost provides the advertiser with the ROAS (Return on Ad Spend). Cost / Conversion: The cost is the cost of the advertisement divided by the number of conversions. This gives us our CPA (Cost Per Action or Acquisition). Negative Keywords: These are keywords you can add at the campaign or ad group level. They work the same way as regular keywords, they just exclude the keyword from your campaign or ad group. That way if someone searches for a keyword you don't want to pay for, then your ad won't show. The same match types apply, Exact, Phrase, Modified Broad, and Broad. DON'T PANIC! Read the Hitchhiker's Guide to Ecommerce PPC Management - the 4 part series by Travis Phipps HitchhikersGuidetoPPC.com SELL STUFF! Made by AmeriCommerce O wyzowl http://www.americommerce.com/blog HitchhikersGuidetoPPC.com