🔑Major Keys to PPC🔑Conducting Research, Building Campaigns, Keeping

Clients Happy

@poppareese

@poppareese

About Reese Garcia (@poppareese) 1. Director of Paid Search at

Pear Analytics

2. Published on ppchero.com

3. #PPCIronMan

4. Kanye fan

5. Recovering English major

Let’s talk aboutKeyword research

Landing page analysis

Campaign buildouts

Understanding client goals & conveying PPC value

Keyword Research

“shoes”

“Adidas Mens Yeezy Boost 350 V2 'Beluga' Grey/Beluga-Solar Red Fabric Size 5, Men's”

Purposes of Keyword Research in 2016 🔑 To develop a new account

🔑 To grow incremental revenue/conversions in your account

🔑 To identify new themes for your account

Applying Keyword Research in 2016 🔑 Expand on top-performers

🔑 Understand the difference between industry terms and how consumers might be searching

🔑 Research your competitors

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Interest

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Interest

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Interest

Competitor websites

Landing Page Analysis

LIFT Model Criteria

🔑 Value prop

🔑 Relevance

🔑 Clarity

🔑 Urgency

🔑 Distractions

🔑 Anxiety

Synthesize Your Keyword Research & Landing Page Analyses

Campaign Buildouts

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Plan Out Your Account’s Structure

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Plan Out Your Account’s StructureOrganize your campaigns by

themes

Organize your ad groups by sub-themes

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What kinds of themes?1. Based on the structure of your

website

2. Based on products / services offered

3. Based on locations

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Account ExampleKeyword: “baylor football jerseys”

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Themes

Sub-themes

SINGLE KEYWORD AD GROUPS

[san antonio food delivery]“san antonio food delivery”+san +antonio +food +delivery

Client Communication

FAQsWhat is your preferred mode of communication with your client / boss? Why?

How technical do you get with client / bosses on the details of PPC?

When is client / boss miscommunication most likely to happen?

What kind of timeline makes sense for establishing / hitting PPC goals?

What traits go hand-in-hand with effective PPC management?

How should account managers communicate with clients?

Resources

Match Types

Match Types

Links

🔑 https://klientboost.com/ppc/single-keyword-ad-groups/

🔑 https://www.widerfunnel.com/lift-model/

🔑 https://www.semrush.com/

Links

🔑 https://www.spyfu.com/

🔑 http://www.wordstream.com/blog/ws/2014/10/07/long-tail-keyword-myth

🔑 https://www.google.com/intl/en/adwordseditor/