@MilwaukeePPC
#semrushlive
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How Creating a Successful PPC Campaign is Like Brewing a Good Beer презентация
Содержание
- 2. Senior Manager, Paid Media & Community -
- 3. BEER MENU – WHAT TO EXPECT @MilwaukeePPC
- 4. @MilwaukeePPC THE FOUR INGREDIENTS OF BEER @MilwaukeePPC
- 5. ONE BAD INGREDIENT CAN RUIN EVERYTHING @MilwaukeePPC
- 6. @MilwaukeePPC THE FOUR INGREDIENTS OF PPC @MilwaukeePPC
- 7. CAMPAIGN SETTINGS @MilwaukeePPC GOALS Location Language Bid
- 8. ACCOUNT SETTINGS @MilwaukeePPC Link AdWords to Analytics to share data #semrushlive
- 9. TARGETING @MilwaukeePPC Group your keywords into tight-knit
- 10. TARGETING – USE LAYERS WITH DISPLAY @MilwaukeePPC #semrushlive
- 11. AD MESSAGE – USE AD EXTENSIONS @MilwaukeePPC #semrushlive
- 12. AD MESSAGE – TRY AD CUSTOMIZERS @MilwaukeePPC
- 13. AD MESSAGE – DON’T FORGET MOBILE @MilwaukeePPC
- 14. LANDING PAGE – WHAT’S THE CALL TO
- 15. LANDING PAGE – ONE CLEAR PATH @MilwaukeePPC #semrushlive
- 16. LANDING PAGE – DON’T LIE IN YOUR ADS @MilwaukeePPC #semrushlive
- 17. BREWING @MilwaukeePPC #semrushlive
- 18. BREWING – MONITOR ANALYTICS @MilwaukeePPC Areas to
- 19. BREWING – BE PROACTIVE W/ NEGATIVES @MilwaukeePPC Don’t assume exact match is fail proof! #semrushlive
- 20. BREWING – CREATE REMARKETING AUDIENCES @MilwaukeePPC Viewed
- 21. FERMENTATION @MilwaukeePPC #semrushlive
- 22. FERMENTATION – LET YOUR DATA SIT @MilwaukeePPC
- 23. FERMENTATION – SQ PATIENCE: 1ST WEEK @MilwaukeePPC #semrushlive
- 24. FERMENTATION – SQ PATIENCE: 3rd WEEK @MilwaukeePPC #semrushlive
- 25. PACKAGING & BRANDING @MilwaukeePPC YOU’RE NOT THE
- 26. PACKAGING & BRANDING – MORE NOISE @MilwaukeePPC
- 27. PACKAGING & BRANDING – MANY OPTIONS ALL THE SAME @MilwaukeePPC #semrushlive
- 28. PACKAGING & BRANDING – BE DIFFERENT @MilwaukeePPC #semrushlive
- 29. PACKAGING & BRANDING – BE DIFFERENT @MilwaukeePPC
- 30. PROST! LET’S SOCIALIZE! @MilwaukeePPC #semrushlive
Senior Manager, Paid Media & Community - Granular Blogger Granular PPCHero SEMrush Craft Beer Lover Client Experience WHO AM I? @MilwaukeePPC #semrushlive
Слайд 2Senior Manager, Paid Media & Community - Granular
Blogger
Granular
PPCHero
SEMrush
Craft Beer Lover
Client Experience
WHO
AM I?
Слайд 3BEER MENU – WHAT TO EXPECT
@MilwaukeePPC
The Main, Four Ingredients
Brewing
Fermentation
Packaging and
Branding
#semrushlive
Слайд 5ONE BAD INGREDIENT CAN RUIN EVERYTHING
@MilwaukeePPC
Image courtesy of Discovery Channel
Episode 4
shows the brewing of their famous 120 Minute IPA
It’s their most expensive beer to make. That’s why it sell’s for $8-10 a bottle.
This episode shows their yeast didn’t hold up to quality standards. So they had to dump 9,000 gallons of the beer…all because of one bad ingredient.
It’s their most expensive beer to make. That’s why it sell’s for $8-10 a bottle.
This episode shows their yeast didn’t hold up to quality standards. So they had to dump 9,000 gallons of the beer…all because of one bad ingredient.
#semrushlive
Слайд 6@MilwaukeePPC
THE FOUR INGREDIENTS OF PPC
@MilwaukeePPC
CAMPAIGN SETTINGS
AD
MESSAGE
LANDING PAGE
TARGETING
#semrushlive
Слайд 7CAMPAIGN SETTINGS
@MilwaukeePPC
GOALS
Location
Language
Bid Strategy and Budget
Ad Scheduling
The Basics
Deeper Considerations
#semrushlive
Слайд 9TARGETING
@MilwaukeePPC
Group your keywords into tight-knit ad groups by thinking about search
query relevance.
#semrushlive
Слайд 12AD MESSAGE – TRY AD CUSTOMIZERS
@MilwaukeePPC
Countdown the days left for a
sale or promotion
If it’s for a certain product, show the users how many you have left in stock to hopefully build urgency
If you offer prices that can fluctuate by day, ad customizers will allow you to still use prices in ads without the effort of every day updates.
If it’s for a certain product, show the users how many you have left in stock to hopefully build urgency
If you offer prices that can fluctuate by day, ad customizers will allow you to still use prices in ads without the effort of every day updates.
#semrushlive
Слайд 13AD MESSAGE – DON’T FORGET MOBILE
@MilwaukeePPC
Besides creating desktop ads, create at
least two mobile ads to test against each other.
#semrushlive
Слайд 14LANDING PAGE – WHAT’S THE CALL TO ACTION?
@MilwaukeePPC
Call
Search
Top Navigation
Fax
Print the page
Share
on social media
Recommend on Facebook
Request a quote
Ask a question
Learn more about the company
Like their Facebook page
Read more about other capabilities the user didn’t search for
Still on this page? Didn’t think so.
Recommend on Facebook
Request a quote
Ask a question
Learn more about the company
Like their Facebook page
Read more about other capabilities the user didn’t search for
Still on this page? Didn’t think so.
#semrushlive
Слайд 18BREWING – MONITOR ANALYTICS
@MilwaukeePPC
Areas to check should be easier to spot
with less data.
#semrushlive
Слайд 19BREWING – BE PROACTIVE W/ NEGATIVES
@MilwaukeePPC
Don’t assume exact match is fail
proof!
#semrushlive
Слайд 20BREWING – CREATE REMARKETING AUDIENCES
@MilwaukeePPC
Viewed product or service but didn’t convert
Added product to cart but didn’t finish order
Pages with high amount of visits
Watched my videos on YouTube
Stayed on my site for less than 5 seconds
People who have already converted
For Direct Targeting
For Exclusions
#semrushlive
Слайд 22FERMENTATION – LET YOUR DATA SIT
@MilwaukeePPC
Week 1 – Not too happy
Week
2 – All important metrics improved
Week 3 – Even more, noticeable improvements
Week 3 – Even more, noticeable improvements
Example for a local, B2B client
#semrushlive
Слайд 25PACKAGING & BRANDING
@MilwaukeePPC
YOU’RE NOT THE ONLY ONE OUT THERE…
HOW ARE YOU
GOING TO CAPTURE SOMEONE’S ATTENTION?
#semrushlive
Слайд 26PACKAGING & BRANDING – MORE NOISE
@MilwaukeePPC
Image courtesy of Jennifer Slegg of
The SEM Post
#semrushlive
Слайд 29PACKAGING & BRANDING – BE DIFFERENT
@MilwaukeePPC
#semrushlive
We see great ads without any
keyword stuffing!
