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Refer the below PPC Training Handouts for your reference from the basics to intermediate level;

PPC Topic Content Outline:

  • Digital Marketing Introduction
  • Online Marketing Journey
  • How to get started with Digital
  • 4 Pillars of Digital Marketing:
  • Website Analysis
  • Competitor Analysis
  • Intro to Keyword & Keyword Research
  • How Google Keyword Planner tool helps you?
  • Keyword Match Type is only related to PPC (not to SEO)
  • PPC AdCopy Types
  • Some of the Google AdWords PPC AdCopy best practices:
  • In order to run a PPC Google AdWords campaign, instructions to follow
  • Things that you practice in PPC should be thought of as keeping QS in mind.
  • Google AdWords PPC Campaign Structuring
  • Whenever we’re starting with the Google AdWords PPC Campaign structuring;
  • Quality Score
  • Different Type of PPC Campaign Network
  • PPC Google AdWords Implementation Process
  • PPC Account Optimization
  • Procedure for PPC Optimization
  • 3 Steps PPC Keyword Optimization
  • General Optimization
  • Daily/Weekly & Monthly Optimization
  • Advance Campaign Optimization
  • Keyword Bid Optimization
  • Overall Process works with PPC Campaign Management

 

Digital Marketing Introduction

A Website or a blog site to get started with your digital marketing journey.

Website or a Blog Site:

  • Content
  • Digital Marketing Practices
  • Drive more of Customer to your Site

Types of Digital Marketing:

  • Content Marketing
  • SEO (Google, Bing from the Search Side, FB, LI, TW, In from the Social Side)
  • PPC (Search – Google (Google AdWords), Bing (Bing AdCenter), Social Media using FB, LI, TW, Instagram)
  • Email – MailChimp – Free Version – 1200 Email to 2000 Subscribers
  • Social Media Marketing (FB, LInkedIn, Twitter, Instagram, Pinterest, WhatsApp
  • Affiliate Marketing – 2 types; Direct Affiliate & Google AdSense; Affiliate Network; CommisionJunction, LinkShare, Clicbank which are more popular to US marketing, Affiliate Windows, Affiliate Future more popular in UK marketing, DGM in India
  • Video Marketing – YouTube, Vimeo, DailyMotion, Viper, MetaCafe
  • Mobile & Apps Marketing – Current Trend
  • ORM (Online Reputation Management) – Google Reviews, ConsumerComplaint, Zomata, Burrp, Coursera, Mouthshut

 

Main Focus of Target Promotion:

  • Search Engines – Google, Bing, Yahoo, AOL, Ask
  • Social Media Platforms – FB< LI< TW<INS< PIN<YOUTUBE

 

JOURNEY OF ONLINE MARKETING:

  1. HAVE A WEBSITE
  2. DETERMINE DOMAIN & HOSTING
  3. CREATE CONTENT
  4. DIGITAL MARKETING
  5. DRIVE CUSTOMER

While we’re doing business online, the digital marketing/SEO/PPC/social media experts, their main focus should be on;

  • Generating Revenue
  • Reducing Marketing Cost
  • Increasing Customer Satisfaction

 

TO GET STARTED WITH DIGITAL MARKETING OR PPC OR SEO:

STEP 1: Collect this information from Your Client before starting with Digital marketing practices

  • Goals of Doing Digital Marketing – 
    • Branding/Awareness – Traffic or Hits or Clicks
    • Conversions – Sales or Leads or Sign-Ups or Downloads
  • Target Location Audience
  • Marketing Budget 
  • Share a few details of their Competitors Website
  • Targeted Business Keywords

Expert Jumps into;

  • Research
    • Website Analysis – Understanding & Auditing or Health Check-Up
      • Understanding the Business Model (P/S) – Buyer Persona – Capable of deciding on right Keywords
      • Figuring out the USPs of the Site – Make you capable to come up with relevant ads or adcopies or help you create specific adcopies to target your audience
      • Understanding the CTAs (Call-To-Action) – Buy Now, Add to Cart, Add to Your Wishlist, Order Now, Order Online, 
    • Competitor Analysis

A Question to Ask;

  • How do you determine your competitor’s list name for PPC or SEO task?

 

4 Pillars of Digital Marketing:

  • PPC Point of View :    Keywords (Connecting Factor) -> AdCopies (Decision Making) -> Ad Position -> Quality Score (Algorithm)
  • SEO Point of View:     Keywords -> Meta Tags -> SERP Results -> Algorithm

 

PPC Learning is categorized into 3 Phases learning;

1st Phase of PPC Learning:

  • Website Analysis & Competitor Analysis
  • Keyword Research & Use of GKPT
  • Keyword Match Types
  • AdCopy Creation
  • Campaign Structuring
  • Importance of Quality Score

2nd Phase of PPC Learning:

  • Account Set-Up
  • Linking of Different Tools
  • Setting up of Conversion tracking code
  • Creation of New campaign
  • Search, Display & remarketing & other network creation

3rd Phase of PPC Learning:

  • Campaign Management
  • Optimization
  • Reporting
  • Certification : Fundamental, Search & Display

 

How Search Works & the role of Spider in Indexation?

Sitemap & Robots.txt

Website Analysis:

  • Understanding of the Website – P/S, USPs, CTAs
  • Website Auditing or Health Check Up (
    • Your site is integrated with Google Analytics & Google Webmaster (www.builtwith.com )
    • Mobile-Friendly or Mobile Responsiveness https://search.google.com/search-console/mobile-friendly 
    • User Experience – Always create a path where the user can reach the specific landing pages in max 1-2 clicks
    • 301 Redirection 
    • /Sitemap.xml
    • /Robots.txt
    • /Blog page
    • The loading time of the Site – Google (3Sec), General Website – 5-8 Sec
    • Broken Links – 404, Page Not Found, Page Error

Competitor Analysis

 

Intro to Keyword & Keyword Research

Syntax:

Adjective + P/S + Modifiers + Location

For e.g., best digital marketing training institute

But the way an audience would search for would be;

  • Adjective + P/S = best digital marketing
  • P/S + Modifiers = digital marketing training
  • P/S + Location = digital marketing bangalore
  • P/S + Modifiers + Location = digital marketing training bangalore
  • Segregate keywords into 2 types: Generic & Specific
    • Generic Keywords (Brand Awareness) helps you with more traffic, more competition, & fewer sales/conversions -> Dream to rank through SEO
    • Specific Keywords (Conversion Focus) helps you with relevant traffic, good competition, more sales/conversions
  • In each of this Generic or Specific keyword, I again include Short Tail & Long Tail Keywords
    • Generic Short Tail keyword would be Online Marketing 
    • & Generic Long Tail Keyword sample would be Online Marketing Training Bangalore
    • Generic Long Tail would still be more specific to your target audience than to Generic Short Tail
    • Specific Short Tail keyword sample would be PPC Training
    • Specific Long Tail keyword sample would be PPC Training Institute Koramangala
  • When we’re relating with PPC; I’d suggest more use Generic Long Tail, Specific Short Tail, and Specific Long Tail
  • The no. of keywords to be used in PPC also will depend upon the budget you’ve allocated for running your AdWords campaign. It concludes that the no. of keywords directly co-relates with the marketing budget you’ve.
  • Based on the client’s objective of Branding or Conversion, you decide whether to go with Generic & Specific or Only specific

 

  • AIDA Model (Attract + Interest + Desire + Action)
    • Attract + Interest helps you more in Traffic Generation
    • Desire & Action helps you more in Sales or Conversion
    • Attract – Sony TV, Best TV
    • Interest – Sony LCD TV, High Definition LCD TV
    • Desire – Sony Bravia LCD TV
    • Action – Buy Sony Bravia LCD TV Price, Cost, 
    • Attract, Interest, Desire to reach the Action point
  • Any of the websites, when you’re planning to come up with keywords ideas to target either in SEO or PPC, then these keyword ideas would surely be around the combination of these 4 categories; for e.g., www.emarketeducation.in 
    • + Brand – emarketedu, emarket education, emarket education bangalore
    • + Generic – online marketing training, online marketing bangalore, marketing training crash course
    • + Specific – PPC training, SEO training, digital marketing course, google adwords training institute
    • + Competitors – Simplilearn reviews, digitalacademy360 training, digiperform training program, Manipal global syllabus, (competitor keywords can be only targeted from the PPC point of view)
  • If you can use keywords misspells, that can also be a part of your keyword strategy
  • www.Google.com/trends where you can find trending keywords ideas as well as rising keywords

Next Point of Discussion is all about keyword Research for Expansion or more Ideas;

  • Best Practices
    • Google Trends
    • Google Instant Search
    • Google Searches Related To
    • Ubersuggest.org
    • Soovle.com
    • Wikipedia or Twitter.com 
    • SEO SERP Results
    • Competitors SEO Meta Tags & Meta keywords
      • Every website consists of 3 main on-page components
        • Meta Title
        • Meta Description
        • Meta Keywords
    • www.keywordtool.io
    • Keyword Clouds (www.simillarweb.com )
    • Youtube.com 
    • Google Images
  • Google Keyword Planner Tool
    • It’s a tool from Google, and again it’s free
    • It’s a tool to help you generate keyword ideas for your business
    • Helps you understand the trend of keywords around seasonality, device, and locations
    • It provides traffic volumes around SEO & PPC, for budgeting
    • How the Competition is for a given keyword
    • Different filter options to make your research more specific around your business objective
    • Adgroup Suggestions, which is important for PPC

How Google Keyword Planner tool helps you?

  • It helps you to figure out relevant keyword ideas to choose
  • You’ll also be able to choose relevant long-tail or short-tail keywords
  • If a client asks you, how much traffic you can deliver through SEO? Steps of Action would be;

What are the best practices to be followed by concluding with keywords ideas for your PPC campaigning?

  • If you’re considering more keywords to use in PPC, then you should have a sufficient budget around it. So your no. of keyword ideas is directly proportional to the budget you have for PPC
  • I’ve to check for relevant keywords since all the keywords suggested mayn’t be relevant or specific to the business; it could also be indirect or irrelevant keywords
  • Segregate relevant to irrelevant keyword first
  • Use of long tails for conversion based campaigning
  • Never use keywords of the same combination multiple times to just add up keyword counts
    • Ppc training/training in PPC / pay per click training; when you try coming across this type of combination, always use the one which is pronounced more regularly in the market; so it means using PPC TRAINING only and ignoring the other 2
    • If at all, you want to use all these 3 combinations, then make sure you’re using it in certain PPC Match Types, then it’s fine
    • To find the long tail or short tail of keywords, you can use the formula: =LEN(TRIM(A1))-LEN(SUBSTITUTE(A1,” “,””))+1)
      • The short tail is of the keyword count between 1&2
      • The long tail is of the keyword count between 3 & >
    • Final best practices for keyword selection is; always take the time to go through all the keyword ideas during your initial approach of keyword research
  • https://www.simplilearn.com/digital-marketing/ 
  • Mergewords.com
    • Helps you expand your keywords to a huge list in a fraction of minutes
    • After you’ve concluded with the list of keyword ideas, you still need to take all these keywords and confirm their performance with the help of GKPT

 

0 to 0.35  Low Competition
.36 to .7 Medium Competition
.71 to 1 High Competition
   
   
   
Preference  
Good Volume & Low /Medium Competition  
Short Tail to Long Tail  
   
Long Tail Keywords + Good Volume + Medium Competition  
   
Keyword Clouds  
   
   
PPC training  
   
Keyword Density, Frequency  

 

If the client asks you for a PPC marketing budget to be defined, how you can derive on that number?

  • Understand the website to derive on all relevant seed keyword ideas
  • Use GKPT to expand more new keyword ideas
  • Then conclude the final list of keyword ideas that you’re basically going to target in PPC
  • Choose the right target location settings in GKPT
Why do we target less number of keywords in SEO compared to PPC?

Landing Page URL is; www.dealszo.com  

Steps to be followed;

  • Analyze the website
    • Provides coupon codes, promo codes, discounts, deals, free shipping, & clearance sales, 
    • We figured out the seed keywords by referring to the site;
      • Coupon codes
      • Promo codes
      • Online discounts
      • Coupon deals
      • Free coupons
      • Free Vouchers
    • I have to consider only the generic keywords for the home page by referring the right adgroup themes
    • Download the report
    • Choose the relevant adgroup theme and its’ keyword
    • Best Practices
      • Prefer Long Tail, and try avoiding the short tail style of a given keyword
      • Immediately add the formula “count word in a cell” to consider only long tail keywords than the 1,2 or sometimes 3 terms keywords
      • You have the final list of long-tail keywords
      • Please go through all keyword ideas to confirm the relevancy

Important Metrics in PPC:

  • Max CPC
  • Impression
  • Clicks
  • Click-Thru-Rate (CTR)
  • Cost Per Click (CPC)
  • Cost
  • Impression Share
  • Conversion
  • Conversion Rate (CR)
  • Cost per Conversion (CPA)

Keyword Match Type is only related to PPC (not to SEO):

Keyword Match Type can be categorized into 2 factors;

  1. Positive  – helps your to display your ads around a given query term
  2. Negative – helps you to avoid displaying your ads around a given query term

Different Types of Keyword Match Type:

  • Broad 
  • Phrase: syntax is “ “ – “online shopping in bangalore”
  • Exact : syntax is [ ] – [online shopping in bangalore]
  • Broad Modifier : syntax is + – +online +shopping +bangalore

 

Benefits of using Keyword Match Type:

  • Increasing relevancy 
  • Helps you to control the way your keywords should be connected with the customer’s search query so that PPC budget is not wasted
  • You will achieve relevant clicks or avoid irrelevant traffic
  • You help your campaign/keywords to have a better CTR

 

For e.g.,

A keyword online shopping in bangalore is targeted by the Advertiser

  • +online +shopping +bangalore

A customer would be drop-in to Google & search with a specific query;

  • Online shopping
  • Shop online
  • Online shopping in India
  • Purchase online
  • Shopping store
  • Online shopping in the USA
  • Best online shopping in bangalore india
  • Best shopping in bangalore online

 

If your objective is branding, you can make use of which match type?

  • Broad modifier | Phrase 

If your objective is conversion, you can make use of which match type?

  • Broad Modifier | Phrase 

If your objective is branding and less budget, which match type should be used?

  • Broad Modifier with relevant short-tail | don’t’ use long-tail keywords with broad modifier


If your objective is conversion and less budget, which match type should be used?

  • Exact Match Type with Long Tail Keyword

 

By using the right match type around your selected keywords, you will save irrelevant traffic, while improving your quality clicks, resulting in good quality score and thus helping you attain a better position at a cheaper CPC price.

In case of a Negative KEywords Match Type, you’re trying to avoid getting clicks on the certain term when searched by the user

 

Negative Keywords Match Type are of 3 types;

  1. Broad
  2. Phrase
  3. Exact

For e.g., the negative keywords for eMarket Education business; (Google Keyword Planner Tool can help you with a lot of negative keywords)

  • Digital marketing jobs
  • Digital marketing agency
  • Online courses for accounts
  • Online marketing classes
  • Digital marketing services
  • Jobs – broad match type negative
  • Agency – broad match type agency
  • Free
  • Free online – broad match negative keywords

 

PPC AdCopy are of 2 types;

  • Static Adcopy 
  • & the other one is Dynamic Keyword Insertion AdCopy (DKI)

Static AdCopy Syntax:

  • Headline 1 – 30 Char
  • Headline 2 – 30 Char
  • Description – 90 Char
  • Path 1 – 15 Char
  • Path 2 – 15 Char
  • Display URL – 35 Char
  • Final URL – 1024 Char

Some of the Google AdWords PPC AdCopy best practices:

  • Never ever use exclamation symbol in either H1 or H2
  • Never use CAPITALIZATION in the adcopies until it’s a brand name
  • Please make sure you don’t repeat certain keywords regularly while creating an ad
  • Make sure you don’t write sentences in ads, but more of phrase usage
  • Make sure your business USPs are used effectively in the adcopy to drive attention & attract an audience
  • Never ever use terms like CLICK HERE, CLICK NOW
  • Try ending up with CTAs in the adcopy
  • Avoid using trademark names in the adcopy

Dynamic Keyword Insertion AdCopy:

Syntax:

{KeyWord:}

Result for having a good or bad adcopy is;

  • If the adcopy is good, more impression with more clicks results in high CTR

CTR = Click / Impression

CR = Conversion / Clicks

CPA = Cost / Conversion, = CPC / CR

CPC = Cost / Click, CPA * CR

In order to run a PPC Google AdWords campaign, you’ve to follow the given instructions;

  1. www.adwords.google.com
  2. Login with your Gmail id
  3. Once you get through the interface, fill up the billing details, linking of accounts, set-up of conversion tracking code
  4. Then you starting creating campaign, adgroup, keywords & adcopies while focusing on the best quality score for your keywords

 

Google AdWords Account: Campaign 1..n -> Adgroups 1..n -> Keywords + AdCopies

 

Quality Score – It’s a very important metric in PPC. And most of the things that you practice in PPC should be thought of keeping QS in mind.

Google AdWords PPC Campaign Structuring:

  • Whether we’re able to decide on the strategy of campaign & adgroups
  • How many keywords should have in each of the adgroups?
  • What match type are we going to target all these keywords with?
  • How specific are our adcopy written around the keyword list of the adgroup themes while using the USPs & CTAs
  • And make sure the user is sent to the specific landing page when clicked on the adcopy

The other strategic decisions that need to be taken while structuring the campaign are;

  • Budgeting Decision
  • Ad Scheduling
  • Testing out match types
  • Structuring your campaigns via AIDA model
  • Targeting options
  • Local / National / INternational
  • How simpler to specific you wanna be with your campaign 
  • structuring

eMarketAgency.in PPC Strategy:

  • Buyer Persona or Location Targeting
    • Bangalore
    • Bangalore Outside
    • Google Trends
  • Ask the client
    • Is there any product to be specifically targeted at a higher intent to the rest
    • Is there a particular time or hour of the day the client would focus running the ads
    • Is there a scope to create brand awareness for a given market for my website
    • Competitors Website Details
    • Any other inputs from the Client
  • USPs
  • CTAs

 

Whenever we’re starting with the Google AdWords PPC Campaign structuring;

  • By default, we should have Brand, Generic, 1 or More Specific & Competitor campaign
    • This strategy would also change if budget is a constrain
  • We can also group campaign structure by destination & match type
  • Replicating the campaigns around the destination, match type, & by morning, afternoon & evening
  • So you can also plan your strategy around making more profit from the profitable product by investing money in PPC or creating a performance or impact from the less profit-driving product to perform through PPC campaign
  • Always try to have less no. of campaign structures and you can still have more adgroups within a campaign
  • You can plan to structure your campaign by devices i.e., laptop, desktop or tablet
  • You can also structure your campaign by AIDA model
  • IN case of adcopy in an adgroup; you can have one static, one DKI (generic & specific) & one mobile-specific only

 

DKI AdCopy Example {KeyWord: PPC Training Bangalore}    
  KW – Proper Naming KEYWORD Capital
  KW – Lower Case


   

Quality Score:

Is a metric that defines the quality work around your PPC campaigning while satisfying customer objective

  • It determines whether the work done in PPC will basically meet or satisfy customer’s requirement
  • It’s a score between 1-10, where 1 is minimum & 10 is the maximum
    • If a keyword is between 1-3 QS, it’s bad (generally competitor name as keywords will have bad QS)
    • If the score is between 4-5, it’s average performance
    • If the score is between 6-7, it’s good
    • Any keyword between 8-10, is excellent
  • Quality Score is always assigned for keywords, and not for campaign or adgroup or adcopy
  • Quality Score purely depends upon CTR (click-thru-rate), and if CTR is good, QS will also be good, and that would lead to an increase in ad position & reduce of CPC charges on every click
  • Ad Rank = Max CPC & Quality Score
  • Quality Score is purely calculated around the relevancy of 4 factors
    • Keywords Relevancy
    • AdCopy relevancy
    • Landing page relevancy
    • Ad Extensions relevancy
    • CTR
    • Past Historic Performance of keywords
    • To support good quality score, the relevancy of all the above parameters while having a strong adgroup theme is very important
    • Ad Rank score determines ad position of a keywords adcopy

What is the max CPC we should be defining for a keyword, while going live with our campaigns?

  • Start with a minimal bid price 
    • IND – 15-20 – based on industry & product competition (in case of low budget)
    • US, UK – 40/50 
    • If the budget is high, you can bid at 40 rs (for the same 15-20) to give an aggressive momentum for the campaign to analyze the performance within a week’s time than waiting for 3-4 weeks
    • Go very aggressive with bidding, understand the performance and change the plan

 

What should be your strategy around placing the keywords ads in a given adposition; whether we should always be in a 1-3 position or a different strategy for positioning?

  • A campaign structure basically falls in this given categories;
    • Brand – #1 position
    • Generic – 3-4 (if you’re shown in the bottom results, then better to be in the 2nd page top)
    • Specific (campaign numbers will multiply) – 2-3-4 position
    • Competitors – basically defined by Google

AdWords Account Set-Up;

  • Billing
  • Linking of AdWords with Google Analytics & Few other Tools
  • Set-Up Conversion tracking Code
  • Add campaigns in your interface

Best Practices to implement while setup of AdWords account;

  • Activate the promotional code by checking your Gmail id within a week’s of AdWords Account creation

 

Different Type of PPC Campaign Network;

  • Search Network
    • Keyword targeting works strongly here
    • You target your ads only through text ads
    • Banner Ads get displayed also in Search Engine only when running Shopping Ads
  • Display Network Campaign Creation
    • Your Ads shows up in 3rd Party websites, blog sites
    • Keyword search doesn’t work here, but there is a different funda being used to get the ads displayed
    • You can promote not only text ads but also banner ads in the different format along with Video Ads
    • Banner ads in the different format are;
      • Leaderboards – mainly in rectangular shape usually displayed in the top – 728 * 90
      • Square – 200 * 200 or 250 * 250
      • Skyscraper – 160 * 600
    • Here Google charges you not only click wise but also on impression wise
    • There is no quality score for keywords, but we have a metric called relative CTR
    • Display network campaign is purely used for Branding reasons because your ads are pushed to different 3rd party sites instantly go create a lot of awareness, but still, this network campaign can help you to get a conversion, if the banner ads are very appealing
    • While running a display campaign, try using more of banners to create attention & clicks, otherwise, with text ads or non-appealing banner ads the CTR would be very low
    • Having a CTR of .5% above is still a good achievement with the Display Network campaign
    • With display campaign, the no. of impression is very high & the ratio of the clicks is always low
    • Whenever you’re bidding for display network campaigns, always bid 10% of the search bid. For e.g., if you’re bidding at 20 Rs for each keyword, here you’re supposed to bid at 2 Re

Display Network targeting are of 5 types;

  • Keyword Targeting
  • Site or Placement Targeting
  • Topics Targeting
  • Interest Targeting
  • Demographic Targeting

PPC Google AdWords Implementation Process;

  • Exactly the same steps used to create the search network is applied for display network too except defining the bid very low
  • In Display Network we have to target the generic keywords.
  • CPM – Cost per Thousand Impression
  • VCPM – Viewable Cost per Thousand Impression (You will be charged only when someone sees your ads)
  • Enhanced CPC automatically adjusting your manual bids for more clicks.

 

A Display Network Scenario;

  • YOu’re creating an adgroup where you’re adding Keywords + Placement + Demographic Targeting in one adgroup itself
    • Keywords – PPC training
    • Placement – Youtube.com
    • Demographic – 25-34

 

PPC Account Optimization:

Once your campaign is active, you would start seeing the following changes;

  • There might be chances that the adcopy mayn’t go active immediately, it will be in review mode to be checked by Google and then becoming active
  • Might be your adcopy gets disapproved for certain editorial guidelines See statistics around the given metrics
  • You will find the Quality Score for your Keywords
  • The moment your campaign goes live, don’t do any changes, and just observer, how the impression is building around the keywords
  • Observe it for few days, and one action that you have to take even from the day of the start would be if any keyword is consuming a lot of money than you might have to reduce the MAX CPC for the given keyword
  • Anytime you would have to improve the account performance, it starts from Keywords; for dive onto KEYWORD TAB to do the changes here so that there is an overall performance benefit
  • Best or top 20 performing keywords
  • 80/20 Rule – 80% keywords support & 20% keyword perform
  • Which campaign we go to invest how much money & what performance to expect
  • How much of branding or conversion to be expected from all the campaigns
  • How much we got to spend on each of the campaign daily budgets
  • HOW much CPC price we should max pay to Google for every click

Once things move, here are few things to determine;

  • Which all are performing very good
  • Which all are non-performing (no clicks, no conversions, low quality score, no impression, lower ad position, high CPC, high cost)
  • Which keywords have not yet started to perform or yet to perform

 

Procedure for PPC Optimization;

  • Know the Client’s Target
    • Then analyze the Keywords around the metrics shown
    • Decide performance, non-performance or yet to perform by comparing each individual keywords with Client’s target
    • We’ve to check the position of the keyword
    • Change the Max CPC

Example’;s

Automated Bid Strategies;

  • Target Search Page Location
    • You take Google’s help to show your ads either in the first page of Google PPC Search results or in the top 4 PPC search results 
  • Target CPA
    • For e.g., Let say I’m working for Flipkart
      • Goals are – every conversion should be at a price below 100 (CPA target is 100)
      • Target CPA is 100, the amount given is 10,000, how many conversions to achieve is total 100
  • Target ROAS (Return on Ad Spend)
    • For e.g., you have a pen & laptop to be sold through PPC
      • 1 pen to go on sales, we had to spend Rs 50, CPA is 50
        • Profit from this sales is only 5
      • 1 laptop to go on sales, we again spend another Rs 50, CPA is 50
        • Profit from this sales is 250

Auction Insights Examples;

  • Admissiongyan is having 100 Keywords with a possibility of driving 10,000 Impression
    • 44.82% Impression share implies only 4482 impression is being received and remaining 5518 impression share would have lost either due to budget constraints or ranking
    • 18.30% impressions share from competitors; that means;

Managing AdWords Account

  • General Optimization
    • Adding up new keywords on a regular basis
    • Adding up negative keywords on a regular basis
    • Try a new Ad Copy monthly once (Always send the user to a specific landing page, also dynamic keyword insertion usage)
    • Ad scheduling for your campaign
    • Deciding the right match type
    • Campaign setting 
    • Ad Extensions

Why is optimization carried out in PPC?

  • To increase the sales or revenue
  • To improvise Quality Score
  • To save PPC budget or cost
  • To place your keywords adcopies in the right position
  • To target your audience effectively

 

When it comes to PPC Keyword Optimization, we’ve 3 steps;

  • General Optimization
  • Daily/Weekly & Monthly Optimization
  • Advanced Optimization

Keyword Bid Optimization

  • Daily bid optimization
    • Check your day to day account, campaign & keywords performance
    • Sort your campaign or keyword cost by descending order to get an immediate track of high consuming keywords
    • Sort your campaign or keyword Avg CPC by descending order to get an immediate track of high consuming keywords
    • Have your top priority keyword list and check their performance & ad position on a regular basis
    • Maintain a day-wise performance report (account report)
  • Weekly bid optimization
  • Monthly bid optimization

Important Checklist to improvise your Keyword Performance on a daily basis;

  • Keep a tab on Keyword Quality Score by checking the keyword bubble speech 
  • Check the search query report on a regular basis
  • Ad Extensions allows you to specify more details of your USPs to make your adcopy more compelling & attractive thus helping you’re in increase CTR

 

Overall Process works with PPC Campaign Management

  1. Clients Goals
  2. Website Auditing, Website Health Check-Up & then Competitor Analysis
    • If you feel the website is not appropriate to promote for PPC campaigning, then create a separate landing page to make it more specific & conversion-driven
  3. Campaign Structuring & Keyword Research, & AdCopy Writing
    • Good Quality Score
    • You should also decide the strategy around the budget constrain, objective, time scheduling, revenue specific
  4. What network should I go with?
    • Search network for conversion
    • Display network for traffic 
    • Video network, if you want to push your videos for maximum attention
    • Remarketing, is a very good concept for increasing CTR & also conversion, this can be a mandate while running any PPC campaign
    • Shopping ads & dynamic search ads for e-commerce portals
  5. Account Set-Up, Set-Up of Conversion Tracking Code, linking of Webmaster & Analytics
  6. Creation of Search Network, Display Network, & remarketing while making sure proper campaign settings are done for each new campaigns
  7. While you’re going live with your PPC account after e’thing is set-up, make sure you’re completing all the below task strategically;
    • Proper selection of Keywords
    • Use of static & dynamic keyword insertion adcopy
    • Use of proper match type
    • Use of Ad Extensions
    • Adding negative keywords
    • AdScheduling in the campaign settings option
    • Automation Rules
    • Creation fo Daily Performance report to keep track of your daily budget target & performance trend
    • Be clear with your focus or high priority targeted keywords that you need to check regularly on a daily basis
    • Review or check whether your adcopy is showing up in Google using AdPreview & Diagnostic tool within Tool Tab
    • Always make use of Search Query report for new keywords ideas & try out your hands on new keywords using GKP Tool while creating new adcopies on a regular basis (monthly once)

 

Daily Optimization leads to Weekly Optimization

Weekly Optimization leads to Monthly Optimization

Every Monday you pull – last 7 days reports and try performing bulk optimization – Weekly OPtimization

Week 1 – week 2 – week 3 – week 4 – Monthly Optimization

 

Add-on: Here’s an Infographic on “12 Steps to Start PPC Google AdWords.

12 steps to get started Google AdWords ppc

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