50 Tips for Pay Per Click Advertising

how to get pay per click ads on my website and how to make money on pay per click advertising and how to set up pay per click advertising
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Published Date:01-08-2017
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        Ultimate  Tips  to  be  Successful  with  Pay  Per     Click  Advertising           October  20,  2015             1  Introduction  to  Pay  Per  Click  (PPC)  Marketing   As  we’ve  explained  in  the  past,  a  website  –  by  itself  –  won’t  drive  much  traffic.  Sure  you  might  get   drips  and  drabs  of  visitors  organically,  but  unlike  Kevin  Costner  –  if  you  build  it  they  will  NOT   come.     Instead,  it’s  only  through  a  sustained  advertising  and  marketing  effort  that  you  can  attract  the   qualified  visitors  you  need.  Pay  per  click  marketing  is  one  of  the  very  best  of  those  tools  –   combining  the  relevancy  of  Organic  Search  with  the  immediacy  of  advertising.     As  we’ve  revealed  in  other  articles,  search  is  the  SINGLE  MOST  IMPORTANT  THING  all  businesses   should  be  looking  at  and  concentrating  on:     1. 90%  of  all  local  transactions  begin  with  a  search  (for  investigation,  research,  and  discovery)   2. 75%+  of  all  business-­‐to-­‐business  transactions  originate  with  search     3. Search  drives  more  than  1000%  the  traffic  social  media  does   4. Search  is  inherently  how  people  find  things  –  eclipsing  all  other  methods  combined.     Search  Engine  Marketing   Search  marketing  refers  to  everything  one  can  do  to   get  in  front  of  searchers.  Underneath  search   More  than  90%  of  retail   marketing  (or  SEM  –  search  engine  marketing  –  for   purchases  begin  with  SEARCH   short)  there’s  many  different  sub-­‐sets  of   marketing/advertising  including:     • SEO   • Remarketing/Retargeting   • Pay  Per  Click   • Display  Advertising   Pay  Per  Click  marketing,  the  topic  of  this  white  paper,  is  a  form  of  advertising  that’s  a  sub-­‐category   of  search  engine  marketing.  PPC  is  a  model  where  advertisers  like  you  target  web  visitors  with   relevant  ads  when  people  search  for  particular  phrases.  Unlike  organic  search  listings  where  it  can   take  a  long  time  and  lots  of  creativity  to  prove  to  Google  your  website  should  be  at  the  top  of  a   particular  search  –  PPC  allows  you  to  say  to  search  engines:  “I  know  my  audience  is  searching  for   XYZ  –  put  my  ad  up”  and  within  minutes  you’re  getting  in  front  of  people  looking  for  the  answers  to   the  questions  that  your  product  or  service  solves  –  at  EXACTLY  the  moment  you’re  looking  for   them.     5  PPC  ads  can  be  displayed,  on  Search  Engine  Results  Pages  (SERP)  and  on  pages  throughout  the  web   that  customers  visit  after  leaving  the  company  page.  Pay  per  click  is  a  great  way  to:     • Advertise  in  General  –  Once  we’ve  set  a  client  up  on  Pay  Per  Click  marketing  we’ve  NEVER   had  them  leave  (and  we’ve  been  managing  accounts  for  over  a  decade).     • Reduce  Acquisition  Costs  –  across  the  board  our  clients  see  a  900%  increase  in  sales  and   leads  with  us,  and  PPC  advertising  is   one  of  the  largest  ways  we  achieve  this.   • Reduce  Conventional  Advertising   Pay  Per  Click  is  one  of  the  best  kept   Costs  –  On  many  of  our  largest   secrets  in  online  advertising.   accounts,  we’ve  been  able  to  provide  a   reduction  in  cost/client  by  75%+  -­‐   when  compared  to  conventional  advertising  (TV  +  Radio).  In  one  particular  case  we  drove   the  cost/lead  down  from  800+  to  less  than  160  through  this  form  of  advertising.     • Increase  Brand  Awareness   • Prepare  for  a  more  broad  Organic  Search  campaign   • Get  in  front  of  your  audience  at  precisely  the  moment  they’re  looking  for  your   services   • Gain  More  High  Quality  Business     But,  Pay  per  click  is  dangerous.     On  one  hand  we’ve  NEVER  had  a  client  stop  Pay  Per  Click  advertising  as  it’s  so  valuable  and   provides  such  a  great  return.  However,  EVERYTIME  a  client  ran  their  own  campaign,  or  hired  a   less-­‐then-­‐qualified  company,  they  always  stopped  using  this  tool.   Why?  Because  in  the  wrong  hands  pay  per  click  can  quickly  spend  a  ton  of  money  and  provide  no   results.     Creating,  managing,  and  running  a  PPC  campaign  is  not  a  simple  task  –  it’s  a  game.  A  game  where   you  and  Atilus  are  rewarded  for  being  good,  rewarded  with  less  expensive  advertising  and  more   leads.  But,  if  you  or  your  vendor  aren’t  playing  that  game  properly  it  can  mean  higher  spends  and   wasted  clicks  and  budgets.  Pay  per  click  is  simultaneously  one  of  the  most  dangerous  tools  a   business  can  yield,  and  one  which  will  quickly  eat  up  all  of  your  money  –  and  at  the  same  time,  it’s   still  one  of  the  best  kept  secrets  in  online  advertising.   6  Luckily  many  of  the  rules  are  pretty  simple  and  which  you’ll  learn  throughout  this  whitepaper.  You   can  increase  ROI  and  reduce  PPC  spend  by  effectively  defining  the  purpose  of  Search  Engine   Marketing  (SEM),  researching  your  target  audience,  planning  and  organizing  your  ad  categories,   and  tracking  and  updating  your  ad  campaigns.     Atilus’  Qualifications   Don’t  just  take  our  word  for  it…     Zach  Katkin,  Atilus’  CEO,  Co-­‐Founder,  and  co-­‐author  of  this  whitepaper  has  been  a  certified   AdWords  professional  for  over  a  dozen  years.  Initially  managing  AdWords  accounts  for  a  company   in  2002,  then  as  the  head  of  the  Internet  Marketing  Department  for  a  nationwide  Ad  Agency   managing  dozens  of  accounts  for  clients  throughout  the  country  –  and  finally  since  2005  with  Atilus   he  has  built  a  team  of  AdWords  Certified  Professionals  in  South  Florida  where  the  company  is   based.     Atilus  has  been  an  AdWords  Certified  Partner  (meaning  our  clients  meet  a  certain  spend  threshold   and  our  team  is  tested  every  year  on  Google’s  Pay  Per  Click  and  analytics  systems)  since  the   program  first  started.  Atilus  clients  include  businesses  and  organizations  of  all  sizes  throughout  the   World.  Our  most  notable  clients  have  been  featured  on  Oprah,  Huffington  Post,  Inside  Edition,   Shark  Tank,  and  other  amazing  places  on  and  offline.       7  This  whitepaper  will  guide  you  through  the  PPC  marketing  process  and  highlight  important  tips  for   streamlining  your  campaigns:   1. Define  Your  Campaigns’  Objective   2. Define  &Create  Customer  Profiles   3. Research  and  Brainstorm  keywords   4. Campaign  Setup   5. Focus  on  Organization   6. Leverage  specifics  (broad  match,  exact  match,  phrase  match,  location,  etc.)   7. Negative  Keywords   8. Create  Compelling  Ad  Copy   9. Create  Landing  Pages   10. Target  Your  Ads   11. Combine  PPC  and  with  Organic  SEO   12. Track,  Evaluate,  and  Refine  Your  Campaigns   Finally,  a  key  point,  which  we’ll  go  over  again  during  the  actual  setup  portions  of  this  guide  -­‐  this   guide  is  solely  centered  on  “Search  Network”  campaigns.  Additionally,  this  guide  primarily   concentrates  on  the  Google  AdWords  system  (although  it  can  be  applied  to  any  PPC  system   including  Bing’s  PPC  tools).     This  means  we’re  intentionally  not  providing  additional  setup/guidance/tips  on  setting  up  your   account  for  display  advertising.  Although  Display  Advertising  can  provide  great  advertising   opportunities  for  a  small  business  –  it’s  primarily  the  search  network  that  provides  the  highest   return  and  results  for  all  the  clients  we  work  with  and  generally  is  easier  to  setup  and  manage.   As  you  move  through  this  guide,  should  you  have  any  questions  –  feel  free  to  reach  out  directly  to   our  team  at:  contactatilus.com.       8  Define  Your  Campaigns’  Objective   • What  is  the  purpose  of  your  investment  in  PPC  ads?     • Increase  brand/product  awareness,  or  increase  conversions  and  sales?   • Will  you  commit  to  tracking  the  effectiveness  of  these  goals?  If  so,  how?     Normally,  the  point  of  PPC  campaigns  is  to  grow  sales  as  opposed  to  generating  awareness.  Hence,   it  is  essential  that  you  clearly  define  the  action  that  you  want  your  target  audience  to  perform  up   front.These  actions  can  range  from  signing  up  for  something,  completing  a  lead  form,  calling  your   number,  downloading  a  resource,  completing  an  online  purchase,  or  more.  It’s  important  to  get  this   down  up  front  as  one  of  the  most  common  problems  we  see  with  AdWords  and  PPC  is  that   “everything  is  all  setup  –  and  setup  properly,  but  no  one  is  buying  (or  calling).”   You’re  also  not  restricted  to  just  one  action  here  –  outline  ALL  the  actions  you’d  like  your  new   visitors  to  take.     Take  a  few  minutes  to  think  about  what  you  hope  to  see  happen  in  a  PPC  campaign.  Your   brainstorming  sessions  should  focus  on  those  actions  that  only  qualified  leads  will  perform,  and   which  your  PPC  campaign  should  be  directed  to  target.  Don’t  worry  about  keywords  and  strategy.   Just  take  a  step  back  and  ask  yourself  some  big  business  questions.  If  I  could  get  in  front  of  anyone   (or  my  target)  –  what  would  I  want  them  to  do?   Some  strategic  goals  might  include:   • Generating  qualified  leads  —  Maybe  your  business  works  from  leads.  You  have  a  sales   force  waiting  and  ready  for  pre-­‐qualified  names  and  numbers.  Therefore,  your  PPC   campaign  should  be  focused  on  generating  leads  that  will  rapidly  build  your  list  of  prospects   and  boosting  the  number  of  inquiries  entering  your  marketing/sales  funnel.   • Building  and  consolidating  a  brand  image  —  You  want  to  increase  brand  awareness,   tying  your  brand’s  name  to  your  business  focus,  or  tying  your  name  to  some  tangential   search.  Therefore,  your  PPC  campaign  will  focus  on  consistently  keeping  your  business   message  in  front  of  the  target  audience  across  a  wide  range  of  specific  and  generic  search   queries.  For  example  if  you’re  a  restaurant,  perhaps  you  decide  to  bid  on  “restaurant”   within  your  targeted  area  or  region  (which  isn’t  very  targeted)  with  the  goal  of  getting  your   regions’  foodie’s  to  know  about  your  restaurant.     9  • Keeping  your  online  shopping  cart  taking  orders  24/7  —  Perhaps  you  have  an   eCommerce  portal.  You  want  to  simultaneously  drive  sales,  while  communicating  your  key-­‐ differentiator  –  amazing  customer  service  in  a  niche  that’s  often  not  known  for  it.  With  a   properly  targeted  and  tracked  PPC  campaign  you  can  drive  sales  and  keep  your  customer   service  busy  nurturing  lasting  customer  relations.     Once  you’ve  defined  some  overall  goals  (as  outlined  above)  go  ahead  and  jot  down  some  hard   numbers.  HOW  MANY  LEADS  will  you  want  to  receive  in  the  next  6  months  from  PPC?  How  many   orders  or  new  customers  are  you  looking  to  have  by  years  end?     Whatever  the  final  items  you  decide  to  track  end  up  being  the  next  MOST  critical  components  are  –   setting  up  tracking,  and  putting  in  place  processes  or  checkpoints  so  that  you  review  what  you’re   doing.  Great  tracking  up-­‐front  ensures:     1. You  achieve  the  best  possible  results   2. Have  the  information  you  need  to  make  informed  decisions  about  this  form  of  advertising   3. Can  evaluate  all  of  your  actions  to  see  what’s  improving  or  harming  results   4. You  can  more  easily  spot  issues  down  the  road   Atilus  recommends  defining  a  handful  of  goals.  For  us  we  have  the  following  defined  across  our   own  pay  per  click  accounts:     • Sales  Opportunities  (General)   • Sales  Opportunities  (Specific  Segments)     • Email  Newsletter  Signups   From  our  PPC  efforts  –  we  want  the  above  3  objections  to  be  met,  and  set  in  place  tracking  to  see   how  well  PPC  is  performing  across  these  areas.     Beyond  tracking  on  the  web,  we’ve  set  our  CRM  (customer  relationship  manager  –  salesforce)  to   record  these  as  well.  So  along  the  lifetime  of  a  client  we  know     a) What  originally  brought  them  in  our  door  (PPC  or  other).   b) The  average  acquisition  costs  of  that  client.   c) The  average  revenue  and  margins  for  that  client.       10  Define  &Create  Customer  Profiles   Who  is  your  target  audience?  What  are  their  demographics?  And  what  is  the  language  they  are   using  to  communicate  their  informational  and  transactional  intent  to  the  search  engines?     The  Type  of  Information  You  Need  in  This  Step  Varies  Depending  on   Your  Business   Your  task  is  to  find  out  as  much  about  your  target  customers  as  you  can.  The  information  that  you   must  collect  is  dependent  on  your  type  of  business.  For  example,  if  you  target  individual  customers,   then  it  will  be  helpful  to  know  their  spending  habits,  income,  their  primary  location,  gender,  and   age  bracket.  If  you  are  targeting  other  businesses  then  you  should  know  their  niche,  target  sector,   size,  and  communication  channels.  What’s  the  best  way  to  find  this  information?  Perform  your  own   research  online  –  or  better  yet,  pick  up  the  phone  and  ask  your  existing  (and  best)  customers.     Learn  Their  Language   Consumers  use  three  types  of  language  when  using  the  search  engines:   1. Navigational   2. Informational   3. Transactional   Each  is  directly  linked  with  different  types  of  keywords.     • Searchers  use  navigational  keywords  when  they  are  finding  authoritative  and  market   relevant  resources  that  can  inform  them  about  the  products/services  they  need.  Examples   include  “top-­‐rated”,  “reviews”,  “top10”,  etc.     • Searchers  use  informational  keywords  and  key  phrases  when  they  are  researching  a   product/service  or  niche.  The  best  way  to  find  such  keywords  is  in  niche  specific  forums  or   threads  on  popular  Q/A  platforms.     • Searchers  use  transactional  keywords  and  phrases  when  they  know  what  they  want  to   buy  and  are  looking  for  comparative  alternatives  to  the  services/products.  These  keywords   specifically  define  the  features  and/or  benefits  of  the  product  and  service  they  are  looking   for.  Examples  include  “vs.”,  “buy”,  “coupon”,  etc.   11  Broken  out  another  way,  informational  Intent  is  just  a  fancy  way  of  saying  –  what  kinds  of  searches   are  they  doing?    Transactional  Intent  dives  a  bit  deeper  and  are  hooks  you  can  use  to  discover  the   searchers’  likeliness  to  buy  (are  they  high  up  in  the  buying  funnel,  further  down,  or  not  looking  to   buy  at  all?).   Take  these  2  keywords:     • “Construction  company  New  York  City  careers”   • “Top-­‐Rated  Construction  company  New  York  City”   Clearly  both  searches  are  for  construction  companies  (informational  intent).     However,  the  first  one  is  most  likely  looking  for  a  job  (no  transactional  value  –  unless  you’re  a   construction  company  looking  to  hire).     The  second  search  is  most  likely  being  done  by  a  broader  audience,  perhaps  a  journalist  doing   research,  perhaps  an  investor  looking  to  complete  a  new  development  project.     Understanding  your  target  audience  and  their  intent(s)  is  crucial  to  creating  PPC  ad  text  that  brings   in  qualified  leads,  and  prevent  and  minimize  costly  worthless  clicks.  All  of  the  phrases  you  create   (or  discover)  have  clues  like  this  on  each  individuals’  state-­‐of-­‐mind,  and  state-­‐of-­‐intent-­‐to-­‐buy.     12  Keywords   Keywords  are  the  driving  force  behind  PPC  campaigns,  and  must  be  selected  very  carefully.     If  you’ve  gone  through  the  above  2  steps,  you’ll  probably  already  have  a  few  ideas  on  what   keywords  you’re  going  to  select.  In  this  step  we’re  going  to  brainstorm  a  list  of  keywords  that   potential  customers  will  be  searching  for,  and  which  reflect  the  services  and  benefits  you  offer.  It’s   vital  that  these  words  reflect  the  image  and  content  of  your  website  and  your  marketing  materials.     Keywords  can  be  broadly  organized  into  the  following  four  types:   1. Brand  terms  —  Keywords  that  contain  your  brand  or  trademarked  terms.  Using  our  own   company  as  an  example  “Atilus”  is  a  brand  term.   2. Competitor  terms  —  Keywords  with  brand  or  trademarked  terms  of  competitors  offering   similar  services/products  to  yours.   3. Product  &  Service  terms  –  Those  terms  that   Google  AdWords  works  on  a  system  that   searchers  type  in  that  match  your  own   is  setup  to  reward  advertisers  who  play   product  or  service  offering.     the  game  well.     4. Related&  Generic  terms  —Keywords  that   your  target  users  may  be  searching  for,  but   which  are  not  directly  linked  to  what  you  are   selling.   When  researching  and  collecting  keywords,  your  task  is  to  find  a  balance  between  being  so  specific   that  no  one  (or  very  few  people)  search  for  your  keywords,  and  being  so  general  that  you  appear   for  every  keyword  –  including  one  that  make  no  sense  at  all.     • Specific  Keywords  help  limit  over  or  unnecessary  exposure   • General  Keywords  target  both  transactional  intent  and  informational,  adding  ambiguity  and   increasing  costs.     At  this  point  it’s  important  to  note  that  Pay  Per  Click  marketing  (in  particular  Google  AdWords)   works  on  a  system  that  is  setup  to  reward  advertisers  who  find  this  balance.  It’s  VERY  important,   for  example,  to  work  to  increase  your  ads’  clicks  and  to  not  be  too  general.  If  you  don’t  do  this  –  you   13  will  be  penalized  with  higher  ad  costs,  and  generally  poor  results.    If  you  DO  this,  you  will  be   rewarded  with  lower  ad  costs  and  more  business.     The  starting  point  for  keyword  research  should  be  the  following:     1. Your  business  –  think  about  all  you  know  about  your  business.  Each  product/service  can   be  turned  into  a  keyword.  Industry  specific  keywords  are  particularly  great  here  as  there   are  generally  fewer  competitors,  and  higher  results.  Be  careful  though  –  do  your  customers   actually  know  your  business’  lingo?   2. Customers  –  Get  in  the  mind  of  your  customers  and  clients.  What  would  they  search?  What   questions  do  they  generally  ask  about  your  product/service?  Every  interaction  you’ve  ever   had  with  a  customer  is  a  great  opportunity  to  mine  for  keywords.  For  example,  do  they  have   questions  about  your  products  pricing,  integrity,  levels,  etc.?     3. Website  –  Your  website  probably  already  has  a  number  of  keywords  sprinkled  throughout.   Review  your  existing  website  (and  analytics)  for  keyword  opportunities.  Later  in  the  guide   Google  allows  us  to  type  in  your  website  address  to  pull  back  keywords.     4. Landing  Pages  (pages  you’ll  specifically  direct  people  to  if  they  click  on  your  ads)  –  If  you   already  have  pages  you  specifically  want  to  send  users  to  on  your  website  (called  a  landing   page  as  it’s  the  first  page  they  land  on)  review  the  page  copy  for  keywords.  Great  examples   include  service  or  product  pages.     Putting  Yourself  in  Your  Customers'  Shoes   What  search  queries  do  you  think  your  customers  will  type  when  searching  for  your   products/services?  What  keywords  will  they  use,  or  would  they  have  to  type  in  to  arrive  to  your   website?   Start  broad,  and  move  to  more  specific  keywords:   Coats  men’s  coats    men’s  winter  coats    men’s  stylish  blue  winter  coats   Observe,  as  you  move  towards  more  specific  queries  (which  show  higher  buying  intention  for  the   customer/searcher),  you  gain  what  are  called  “long-­‐tailed”  key  phrases  —  three-­‐to-­‐four-­‐word   phrases  (or  more)  that  are  specific  to  your  product.  Think  of  “long  tail”  as  a  fancy  term  for  “more   complex”.     14  Long  tail  keywords  are  important  because  they  are  highly  specific  and,  depending  on  the  words   they  contain,  are  used  by  customers  who  are  further  along  in  the  buying  or  research  cycle  —  and   hence  know  what  they  want,  have  made  the  purchase  decision,  and  are  comparing  alternatives.     Example  for  targeted  reach:  the  keyword  “boots”  turns  into  “buy  royal  blue  knee-­‐high   boots”.   This  person  knows  what  they  want       Furthermore,  long  tail  keywords  offer  lower  competition  and  hence  can  be  added  to  your  arsenal  at   lower  rates.  Finally,  combining  them  with  words  that  have  high  transactional  intent  further   increases  reach  and  impact.  Example:  “where  to  buy”,  “price”,  “buy”,  etc.   15  Once  you’ve  completed  your  own  personal  brainstorming,  we  recommend  checking  out  some  of  the   tools  that  are  out  there.  Once  you’ve  signed  up  for  AdWords,  Google  has  one  of  the  best  and  most   powerful  keyword  research  tools  available.  To  get  to  the  tool  login  to  your  account  and  go  to  Tools    Keyword  Planner  (at  the  top  of  the  screen).  For  more  keyword  research  tools  check  out  the   glossary  section  of  this  guide.     Organizing  Your  Keywords   We  find  it  helpful,  prior  to  cracking  open  Bing’s  Ad  Manager  or  Google  AdWords,  to  simply  start   with  a  spreadsheet  for  organizing  your  keywords.  Depending  on  your  particular  company,  service   offering,  or  products  we  also  recommend  doing  the  following:  create  4  sets  of  keywords.   • Start  With  Base  Keywords  (these  are  typically  your  primary  services)   • Move  to  Prefix  Keywords  (these  are  modifiers  that  illustrate  intention)   • Expand  Into  Suffix  Keywords  (any  additional  modifiers  –  different  or  NA  for  some  business)   • Finally,  Layer  Location  Data  (if  you  serve  a  market)   Let’s  take  a  glass  business  as  an  example  to  really  illustrate  this  step.  We’ll  go  ahead  and  setup   Column  1  in  our  spreadsheet  as  Prefix    Column  2  as  Base    Column  3  as  Suffix    Column  4  as   Location.     Prefix   Base   Suffix   Location   Best   Sliding  Glass  Doors   NA   Fort  Myers   Cheap   Sliding  Glass  Door   NA   Fort  Myers  FL   Reliable   Window   NA   Fort  Myers  Florida   Great   Windows   NA   Ft.  Myers  FL   Impact   Mirror   NA   Ft.  Myers  Florida   Hurricane   Mirrors   NA   Ft.  Myers   From  this  base  list  we  can  use  tools  like:  http://www.keywordlizard.com  to  create  our  final  lists.   The  final  keyword  list  for  the  above  combination  of  words  ends  up  being  quite  large.  With  these  3   simple  columns  and  only  6  keywords  per  column  we  get  a  total  of  over  100  keyword  combinations.   Of  important  note  here,  Pay  Per  Click  systems  DO  NOT  count  commas,  periods,  etc.  as  different   keywords  –  however  plural  and  singular  keywords  ARE  DIFFERENT.      You  may  end  up  having  multiple  pre-­‐fixes  depending  on  what  makes  sense  for  your  business.  IE,  “best   hurricane  windows”  would  probably  be  applicable  here.  For  simplicities  sake  we  kept  within  1  column.    Notice  there  IS  a  difference  in  the  keyword  when  using  an  “S”   16    Of  important  note,  impact  is  the  technical  term  in  this  industry  (we  recently  helped  a  client  in  this   industry).  Although  technically  all  tradesmen  call  the  windows  that  can  withstand  hurricane   force  windows  and  impacts  “impact  windows”  we  found  that  MOST  laymen  (most  of  the   customers  searching  for  this  particular  kind  of  product)  were  actually  searching  for   HURRICANE  WINDOWS.  Remember,  never  assume,  and  always  listen  to  your  customers.   Google  Keyword  Planner   The  keyword  planner  is  available  in  2  variations  –  one  for  those  that  have  signed  up  for  AdWords,   and  the  free  publicly  available  tool  (https://adwords.google.com/KeywordPlanner).  The  difference   between  the  two  versions?  The  “free”  tool  doesn’t  give  you    of  searchers  and  estimated  prices  for   keywords.  Our  recommendation  –  go  sign  up  for  an  adwords  account  and  put  in  your  billing   information.  Even  if  you  NEVER  use  AdWords,  this  tool  is  worth  it  for  research  This  tool  allows   you  to  scour  your  website,  or  type  in  your  own  keywords  and  see  relevant  suggestions  Google  has   based  on  other  people’s  searches  as  well  as  the  number  of  searches  that  are  done  per  month  and   allows  you  to  see  approximately  how  much  each  Keyword  will  cost/click.                               17     Google  AdWords  Account  Setup   Even  with  all  the  planning  and  research  your  ads  will  not  deliver  the  ROI  you  are  expecting  if  your   account  and  campaigns  are  not  setup  and  organized  properly.  Proper  account  setup  will  make  it   To  setup  your  account  visit:   http://adwords.google.com   IMPORTANT:  If  you  have  other  google  services  for  your  business/website  (analytics  or   webmaster  tools)  it’s  helpful  to  setup  your  AdWords  under  this  same  account.  You  may   want  to  continue  reading  this  section  prior  to  actually  creating  your  account.     If  you’re  reading  this  guide  and  need  any  assistance  during  this  step  –  feel  free  to  email  us   at  contactatilus.com  we  can  assist  you  by  adding  your  adwords  account  underneath  our   master  account,  and  provide  guidance,  suggestions,  etc.     easier  to  spot  issues,  fix  issues,  and  make  beneficial  updates  to  your  account  to  bring  you  more   business.       18  Understanding  Quality  Score   Before  we  jump  into  the  specifics  of  how  to  setup  your  account,  it’s  important  to  discuss  Quality   Score.  Google’s  “Quality  Score”  is  a  measure  of  the  relevancy  and  effectiveness  of  your  ads.  Quality   Score  is  the  single  most  important  thing  to  understand  as  a  new  Pay  Per  Click  advertiser  (within   Google  AdWords’  system).  The  higher  your  score  –  the  more  likely  you  are  to:     • Pay  less  for  all  of  your  advertising   • See  more  ad  impressions,  clicks,  etc.     • Get  more  business   At  the  end  of  the  day  a  high  Quality  Score  means  less  money  out  of  your  pocket  and  more   customers.     What  is  Quality  Score?     Quality  Score  is  an  algorithm  Google  uses  to  evaluate   At  the  end  of  the  day  a  high  Quality  Score   everything.  It  is  a  rating  of  your  ads  as  well  as  the   means  less  money  out  of  your  pocket  and   keywords  within  your  account.  Quality  Score  is  how   more  customers.     Google  determines  the  cost  per  click  (CPC)  when   someone  clicks  on  your  ad.  It’s  also  used  to  determine   your  ad  ranking.  Your  Quality  Score  depends  on   multiple  factors,  including:   1. Relevance  of  keywords  to  their  ad  groups  –  Are  keywords  tightly  grouped  and  relevant?     2. Ad  Text  –  Is  your  ad  text  well  written,  include  the  keyword,  and  make  sense?     3. An  ads  click-­‐through  rate  (CTR)  –  Each  keyword/ad  has  a    of  times  it  was  shown   (impressions)  and  a  number  of  times  it  was  clicked.  Dividing  the  2  gets  the  CTR  (click   through  rate)  one  of  the  most  important  metrics  to  look  at  and  to  ensure  an  overall  high   quality  score.     4. Landing  Pages  –  Do  the  pages  your  sending  visitor  to  make  sense?  Is  it  related  to  the   keyword  and  ad?     5. Overall  Account  Performance  –  Combining  the  above,  and  the  history  of  your  account  is   also  a  factor  in  the  quality  score.     19  Your  Quality  Score  is  calculated  at  every  possible  level  (campaign,  group,  keyword,  and  account).   Gaining  a  higher  Quality  Score  makes  organization  of  your  account  very  important.  With  that  out  of   the  way  let’s  get  to  account  organization.     Organization  of  Your  Entire  Account   Before  actually  going  to  AdWords  and  signing  up  we  recommend  planning  the  organization  of  your   account.  PPC  Ad  account  organization  is  crucial  for  optimizing  your  SEM  efforts,  freeing  up   resources,  and  increasing  efficiency  and  returns  from  your  account.  Organization  of  your  account   has  three  dimensions:  Campaigns    Ad  Groups    Ads  &  Keywords   1. Organization  at  the  Campaign  level   a. Organization  at  the  Ad  Group  level   i. Keyword  Organization  (bid  type)   ii. Ad  Organization   Although  this  might  vary  for  your  business,  generally  at  the  campaign  level,  each  product/service   should  have  a  unique  campaign.  For  some  businesses  we  also  recommend  breaking  out  each   product  and  service  AS  WELL  AS  each  location  serviced.  For  example  the  campaigns  for  a  local   bakery  that  services  2  cities  might  look  like  this:     1. Campaign  1  -­‐  Local  City  (1  -­‐  Minneapolis)  –  Bread     2. Campaign  2  -­‐  Local  City  (2  -­‐  Minnetonka)  –  Bread   3. Campaign  3  -­‐  Local  City  (1  -­‐  Minneapolis)  –  Bagels   4. Campaign  4  -­‐  Local  City  (2  -­‐  Minnetonka)  –  Bagels   At  the  Ad  Group  level,  each  ad  group  should  be  very  specific,  only  targeting  a  specific   product/service  along  with  a  keyword  or  keywords  and  an  ad  that  matches  these  keywords  closely.   Our  best  managed  accounts  feature  ad  groups  with  only  a  handful  of  keywords  (some  with  only  1   keyword)  within  each  ad  group.     To  start,  similar  to  our  keyword  step,  we  recommend  coming  up  with  a  simple  outline  (on  paper,  or   using  a  spreadsheet)  on  your  business  and  how  you’ll  organize  you  campaigns.  Let’s  use  us  (Atilus)   as  an  example.  Our  current  setup  (both  pay  per  click  and  overall  marketing)  is  VERY  local  oriented   as  we’ve  found  advertising  to  be  most  effective  in  areas  where  we  have  a  presence.  So  our  AdWords   account  is  organized  as  follows:     20  • Campaign  -­‐  Bonita  Springs  (Local)   o Web  Design  (Ad  Group)   § Web  Design  (Keyword)   § (Corresponding  Ad)   • Bonita  Springs  Web  Design   • Beautiful  Websites  from  an  Award-­‐   • Winning,  Local  Firm.  Contact  Today   • www.Atilus.com/Bonita-­‐Web-­‐Design   o Web  Development  (Ad  Group)   o Website  Development  (Ad  Group)    CITY  TARGETED  CAMPAIGN  -­‐  This  is  marked  as  “local”  as  we’re  setting  the  campaign  settings  to   ONLY  trigger  ads  when  people  search  within  Bonita  Springs.  Also  of  important  note,  the  actual   keywords  in  the  campaign  are  more  general.  For  example  if  someone  searches  for  “web  design”  –   within  the  geographic  boundaries  of  Bonita  –  this  ad  will  trigger.   AD  –  This  is  an  example  of  an  ad  that  is  triggered.  Because  this  particular  campaign  is  set  to   display  when  anyone  searches  within  the  city-­‐limits  of  Bonita  Springs  –  if  someone  searched  for   “Web  Design”  and  was  inside  the  geographical  area  of  Bonita  –  this  ad  would  appear.     Let’s  look  at  what  this  is  like  within  AdWords…   21  Setting  Up  Your  First  Campaign   Once  you’ve  logged  into  Google  AdWords  select  the  “+Campaign  button    Search  Network  Only”     On  the  next  screen  you’ll  see  a  LOT  of  settings  already  J  thanks  for  making  things  simple  Google.   Although  many  are  self-­‐explanatory  let’s  walk  through  them  one-­‐by-­‐one:     Campaign  Name  -­‐  This  is  simple,  but  appropriately  naming  campaigns  helps  keep  you  organized   down  the  road.     Type  -­‐  Here  you  can  select  the  kind  of  campaign  this  will  be  (similar  to  the  step  referenced  in  the   above  image).  Make  sure  to  select  “search  network  only.”  To  the  right  of  this,  you’ll  notice  there  are   some  additional  options  you  m  ay  want  to  tweak  depending  on  your  situation.  In  all  but  the  most   specific/unique  cases,  this  should  have  the  “All  Features”  option  selected.     22  Load  Settings  -­‐  Here  you  can  copy  the  settings  of  another  campaign.  We  recommend  using  this   once  you  have  one  campaign  setup  properly  as  most  campaigns  will  have  identical  “campaign-­‐ wide”  settings.     Networks  -­‐  This  is  selected  by  default,  but  you’ll  want  to  make  sure  “include  search  partners”  is   selected.  Search  partners  include  other  Google  properties  (maps  for  example),  as  well  as  business   partners  like  AOL  that  use  Google  to  power  the  search  on  their  site.     Bidding  Strategy  –  For  a  novice  it’s  nice  to  rely  on  Google’s  enhanced  CPC  (cost  per  click).   Essentially  this  is  where  Google  takes  your  budget  and  adjusts  things  based  on  getting  you  clicks.   Over  time  –  and  as  you  get  more  practice  using  AdWords  we  recommend  either  taking  things  into   your  own  hands  (manual  bidding)  or,  if  you  have  enough  conversions,  switching  to  CPA  (cost  per   acquisition  bidding).     Setting  Locations  and  Languages  Expanded   This  is  the  setting  you  tweak  to  control  what  geographical  locations  do  you  want  your  ad  to  show?       You  know  your  audience  and  their  demographics,  and  even  if  it  is  global,  you  have  an  idea  of  the   highest  qualified  traffic  generating  regions.  Furthermore,  if  you  are  planning  on  targeting  people   speaking  a  different  language,  then  check  the  settings  to  reflect  your  target  audience.     As  an  example  to  further  explain  this  setting  and  how  to  use  it  -­‐  we  have  a  client  that  does  high-­‐end   remodeling  and  interior  design  for  commercial  spaces.  Although  they  have  a  global  audience  (and   have  done  work  all  over  the  world)  —  lately  they’ve  seen  a  boom  in  work  in  Israel  and  Jerusalem.   By  creating  a  campaign  that  targets  these  locales  they  can  capitalize  on  their  existing  work,   examples,  pictures,  etc.  and  concentrate.     Select  your  Bidding  and  Budget   Arguably,  these  are  the  two  most  important  settings  when  it  comes  to  PPC.     Set  your  daily  budgets  too  high,  and  your  campaigns  will  become  thrift  spenders,  guzzling  the  entire   month’s  budget  within  days.  Set  the  daily  budget  too  low,  and  you  risk  decreasing  reach  and   efficiency.  To  determine  the  right  budget  limit,  divide  the  budget  by  the  number  of  days  in  that   month  and  split  the  budget  across  campaigns.  However,  you  cannot  determine  the  near-­‐perfect   daily  budget  on  the  first  go,  you  can  only  find  out  once  the  account  starts  running.   23  

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