APPROACHING PPC AS A BUSINESS OWNER
Jan 22, 2018
APPROACHING PPC AS A BUSINESS OWNER
01Who Is Jim?
JIM CHRISTIANCEO - BLUSH DigitalCo-founder - Napa Summit & Key West SummitPatented InventerFoodie for Life!
@jim_christian
@mrjimchristian @mrjimchristian
My Last Decade
Before We Start
If You’re Using AdWords ExpressYou’re Doing It Wrong…
?
AdWords Express Limitations
If you own a local business, the smallest targeting allowed is a 5-mile radius
All keywords in AdWords Express are set to broad match
Negative keywords aren’t allowed
Google Shopping ads option is only available in regular AdWords
AdWords Express uses monthly budgets while AdWords Uses daily budget caps
Keyword-level bidding is available if done in the initial set-up page
Using the Google Display Network separately from search isn’t an option
Ad extensions aren’t available
Targeting different device types differently isn’t an option
Conversion tracking is limited to doing so through Google Analytics
Optimization opportunities are pretty much non-existent.
02What is PPC?
PAID ADS
LOCAL RESULTS
ORGANIC
PAID SHOPPING
PAID ADS
ORGANIC
PAID AD
PAID AD
PAID ADS
Why Invest In PPC?
?
Major SellingPoints
With PPC you can launch your business today and get sales before the sun goes down!
Unlike SEO, PPC allows you to see how visitors react to your product landing pages. Test today, fix tomorrow.
Immediate Results
Start Selling TodayNo commitment, pay as you go. Perfect for those looking to test the waters before making a major investment.
Built in connections to Google Analytics allows you to track purchase paths and problem areas in near real time.
Track Returns
Minimal Investment
LimitlessOptions!
TARGET SINGLE MARKETSREACH NATIONWIDE
GO HYPER LOCAL
Want to sell products in Los Angeles as a test market? You can do that in AdWords!
Want to sell your services nationwide? AdWords can do that too!
Want to target mobile users in a specific NYC zip code? AdWords can do that too!
Array of Ad TypesSearchText ads that show up in Google, Bing, Yahoo
DisplayPlace visual ads across a vast variety of the Internet to connect with potential customers
Re-marketingA powerful feature that lets you capture people who have previously visited your site as an advertising audience
ShoppingProduct Listing Ads are search ads that include richer product information, such as product image, price, and merchant name, without requiring additional keywords or ad text
LocalLocation targeting allows your ads to appear in the geographic locations that you choose: countries, states, cities, metro area, zip codes, or a radius around a location
MobileMobile ads can be found in search results, content websites and in apps. Use them to put your business in front of people as they use their phones and tablets throughout the day
03Keyword Research
Finding the RightKeywords
Awareness• Informational• Navigational• Non-commercial• Non-transactional
Keyword Examples:Snowboard on LandSkateboard AlternativesReal Hover-board
Discovery Purchase• Research• Discovery• Oriented to CTA• Implied Conversion
Keyword Examples:What is One Wheel?One Wheel VideoWhere can you ride One Wheel?
• Intent to Convert• Imminent Conversion• Trusts Brand• Transactional
Keyword Examples:One Wheel PriceOne Wheel CheapOne Wheel for Sale
Funnel Visualized
Useful Keyword ToolsAdWords Keyword Planner – A free tool within the AdWords platform that allows you to search for keywords. One of the most useful tools out there.
SEMrush - Great data for both PPC and SEO purposes.
AnswerThePublic.com - A free tool that allows you to put keywords and get relevant questions regarding the topic.
Research & Development
Reporting ToolsGoogle Analytics - Free tool that directly integrates with Adwords.
DashThis - Great tool that connects to your Adwords data to track ROI
Finding the RightMatchBroad matchAds may show on searches that contain the modified term (or close variations, but not synonyms), in any order.Example keyword: +women's +hatsExample search: hats for women
Phrase matchAds may show on searches that are a phrase, and close variations of that phrase.Example keyword: "women's hats"Example search: buy women's hats
Exact matchAds may show on searches that are an exact term and close variations of that exact term.Example keyword: [women's hats]Example search: women's hats
Negative matchAds may show on searches without the term.Example keyword: -womenExample search: baseball hats
04Finding Help
The sign of a great agency is their willingness to be upfront and transparent about their business practices.
- Jim Christian
Who Can You Trust?
Warning SignsTop 5 Signs You Are Dealing With The Wrong PPC Agency
1. They use a PPC account that you don’t directly control
2. You aren’t allowed to see the bid prices for your keywords
3. You aren’t allowed to see any of the keywords in your campaign
4. You aren’t told what search engines your ads are placed on
5. You are locked into a long term commitment/contract
A Final Word
Prepare for ChangeAs I prepped this presentation Google announced a change to AdWords Exact Match. Exact Match is no longer “Exact”, it’s…. FUZZY.
05Q & A
I believe in making a difference, in making things better. I accomplish this through tireless hours of research, perfecting a craft that I have a gift for. Digital Marketing is a passion that I have had for over 20 years and one that I am always pursuing.
@jim_christian
@mrjimchristian @mrjimchristian