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Secrets of PPC (Shhhh, don’t tell anyone)

Secrets of PPC (Shhhh, don’t tell anyone). Giuseppe “G” Frustaci G@Frustaci.com @Fritalci. Who the Heck is this Guy?. iProspect Staples.com : $20M+ annual ad spend Catalyst Not the bar in Kendall Novartis and P&G: $4M+ annual ad spend Lean Marketing

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Secrets of PPC (Shhhh, don’t tell anyone)

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  1. Secrets of PPC(Shhhh, don’t tell anyone) Giuseppe “G” Frustaci G@Frustaci.com @Fritalci

  2. Who the Heck is this Guy? • iProspect • Staples.com : $20M+ annual ad spend • Catalyst • Not the bar in Kendall • Novartis and P&G: $4M+ annual ad spend • Lean Marketing • Startup Focus: Sell First, Then Build • Where is the Opportunity? • PPC, Email, Automated Biz Dev

  3. PPC101 “What Button Do I Click?” 1 Day Class - Early May, 2012 http://skl.sh/yAnMAu Click “Add to Watchlist” Free $$$ from Google

  4. PPC = Words • Ninja • Covert agent or paid mercenary of feudal Japan specializing in unorthodox warfare. The functions of the ninja include espionage, sabotage, infiltration, and assassination. • Samurai • Bushido “Chivalry” • Originates from the samurai moral code and stresses frugality, loyalty, martial arts mastery, and honor unto death. G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  5. Goals • Harvest Demand • Transact with Consumers • Consumer Insight • Language • Geographic and Internet Communities • Profiles of Engagers • Safely Test New Products & Features • Create Demand (Innovators) • Awareness & Reengagement G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  6. Keyword Generation • Choose Keywords • Problem • Bogey, Slice, Bunker • Pleasure • Hole in one, long putt • Product • Lesson, Instruction, Guidance • Learn your Customer’s Language • Google Keyword Tool • Competitive Keywords for SEO G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  7. Keyword Strategy • Your Keyword is “Golf Lessons” • 1st - Exact • Ad only shows up for “Golf Lessons” – Not for “Private Golf Lessons” • Are customers using your language? • Save money • 2nd – Phrase • Ad Shows up for “Private Golf Lessons” or “Golf Lessons in Boston” • Close match • What are customers combining with your keywords? • 3rd – Broad • Ad Shows up for “Golf Shoes” and “Husband Loves Golf More than Me” • Other ways of finding you • Can get very expensive G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  8. Ad Copy • Run ads together – Test variables • Keyword Insertion • Ad Headline Matches User’s Query • Destination URL • More Specific = Customer Confidence • Hot Words • Infomercial Style (yes, really) • Save, Double, Slash, Protect G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  9. Conversions • Buy / Try Product • Email Contact • Content Download • Email Newsletter Signup • Follow on Twitter • Like on Facebook • PPC Specific Phone Number • Landing Page Tests • Many Free(ish) Tools for making quick landing pages G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  10. Content Network • Non-search engine advertising • Content-rich pages • Target Users by: • Content of Site • Interests, regardless of site they’re on • Websites you designate • Graphics-based ads • Animations are best • Google provides a basic tool • Low-cost web-based tools • College Job Boards (something is better than nothing) G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  11. Remarketing • Who converts on the first click? • Who remembers all the sites they visit? • 6 to 12 impressions to be remembered • What is Remarketing • Follow your visitors • Graphics-based ads are best • Brand Recognition • Message & Product Testing • 100% Essential if you do PPC G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  12. And Then We Get Rich? • Rinse & Repeat • Search Query Report • Terms users typed in when they clicked on your ad • Ad Copy Reports • Which ads produced the best Click-Through Rate? • Click-Through Rate = Clicks / Impressions • Landing Page Performance • Testing • Simultaneous is best G@Frustaci.com SkillShare Class : http://skl.sh/yAnMAu

  13. PPC101 “What Button Do I Click?” 1 Day Class - Early May, 2012 http://skl.sh/yAnMAu Click “Add to Watchlist” Free $$$ from Google

  14. Links • Keyword Selection: https://adwords.google.com/select/KeywordToolExternal • Writing Ad Copy: http://www.googlelady.com/416/10-killer-headline-adwords-tips/ • Campaign Structure:http://searchengineland.com/things-to-consider-when-organizing-your-ad-groups-campaigns-42245 • Landing Page Tests: http://camp.hubspot.com/Default.aspx?app=LeadgenDownload&shortpath=docs%2f10+step+landing+page+optimization+guide.pdf

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