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My Cherry Coke Stand

My Cherry Coke Stand. By: Wei Yang Atlanta Web Entrepreneurs October 18, 2007. Crash Course in. Learn by doing… in 10 minutes Pay-Per-Click is like programming, you have to learn the system quirks; learn the grammar of the different systems. (AdWords, Yahoo! SM, MSN AdCenter, etc.)

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My Cherry Coke Stand

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  1. My Cherry Coke Stand By: Wei Yang Atlanta Web Entrepreneurs October 18, 2007

  2. Crash Course in • Learn by doing… in 10 minutes • Pay-Per-Click is like programming, you have to learn the system quirks; learn the grammar of the different systems.(AdWords, Yahoo! SM, MSN AdCenter, etc.) • Following are some (somewhat) practical examples…

  3. The 30 Second Elevator Pitch

  4. My Bootstrap Startup • Target Market: people who need on the go cherry coke or caffeine! • Price: $0.40/bottle • Marketing Budget: $1,000 • Locations: 2! (b/c I’m committed)

  5. Diving into Paid-Per-Click • Creating a Campaign • Creating Ad Groups • Set Location Targeting • Create Ad(s) • Find a List of Keywords • Set a Daily / Monthly Budget Ta Da!

  6. Creating a Campaign / Ad Group • Create Campaign & Ad Group Name • Choose Language • Select Targeting

  7. Select Targeting • Countries, Territories • Cities, Regions, DMA’s (Yahoo!) • Customized (Radius)

  8. Create Ad(s)

  9. Find a List of Keywords • Learn and Test Match Types • Broad • Phrase • Exact • All Major PPC Platforms offer match types

  10. Set Daily / Monthly Budget • Determine daily budget from total monthly budget • My Coke Stand’s budget is $1,000 / mth.

  11. Diving into Paid-Per-Click (Like a Pro) • Creating a Campaign • Set Location Targeting • Creating Ad Groups, Use Multiple Groups • Find a List of Keywords, • Test Keyword Match Types • Use Negative Keywords • Create (Multiple)Ads, Test Dynamic Keyword Insertion • Set a Daily / Monthly Budget, Test cost-per-click Prices • Test Day Parting • Test Landing Pages • Track ROI with Analytics

  12. Test: Location Targeting • Choosing the right geo-targeting is the BEST and EASIEST way to save a lot of $$$$$. • Fact(ish?): It costs about $80 million a year in marketing to produce a household name. • Don’t try to take on the entire U.S. with a measly $1,000 / month budget. Consider your share of voice! • Even large corporations with MM monthly budgets use geo-targeting to optimize their spend.

  13. Test: Multiple Ad Groups • Combining similar words into ad groups is a great way to manage like-minded lists. (e.g. cherry coke, cherry soda, cherry pop, etc.) • Multiple campaigns allow you to control different budgets, multiple ad groups allow you to create unique ads that can be grouped with similar keywords.

  14. Test: Keyword Match Types • Broad Match: cherry coke • When did coke add cherry to the flavor? • What’s better than cherry coke? • Is coke better with lime or cherry? • Phrase Match: “cherry coke” • Why does cherry coke suck? • What’s in diet cherry coke? • Does Pepsi make cherry coke? • Where to buy cherry coke! • Exact Match: [cherry coke] • cherry coke

  15. Test: Use Negative Keywords

  16. Using Negative Keywords • Instead of listing every single exact match possibilities, consider using negative keyword match. • Examples: • diet, zero (diet cherry coke, bleh!) • Classic (coke classic, don’t carry it!) • Pepsi (competitor brand) • ingredients (weirdo chemists) • sucks (craazy people !@$#@) • history (not my audience) • FREE (if you don’t offer it for free, save your ad money!)

  17. Test: Multiple Ad Variations • When it comes to ads: test, Test, TEST! • Consider different selling techniques: • Sell with brand • Sell with price incentive • Sell based on need of the searcher • Sell the benefits instead of the product • Try to differentiate your ads with others in the results

  18. Test: Cost-per-Click Prices • Actual CPC prices are determined by a delicate balance of max CPC (advertiser set) and CTR (audience set) • It’s really not that delicate but CPC and ad positioning are both worth testing. • Higher position = more clicks, but are those visitors converting to your goals? • Goals for PPC platforms = make $$$ via clicksYour goals = get a positive ROI from ad spend.

  19. Test: Day Parting

  20. Other Tests & Resources • Test landing pages; is the message a continuation of the ad? Are the messages in sync? • Tracking ROI with Web Analytics • Getting help from Google, Yahoo! & MSN – If you spend enough, they will help you optimize!

  21. Support Cherry Coke!Thank you!

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