SMALL BUSINESS RECOMMENDATIONS: PPC ON GOOGLE

By John Barron

THE BASICS

1. Is Pay-Per-Click Marketing on Google Good For Your Business?

• Do users search for your product or services on Google?

• Are your competitors already there?

• Content Network is likely alternative

2.Define Your PPC Goals

• You only can achieve a click

• Goals become your kpi’s

• Cable

Why PPC?

Small Biz Like Big Biz

1.No Analytics, No Success

• Must track a minimum of leads/sales

• Easy to do phone tracking (Twilio)

• Google Analytics and Conversion Optimizer

2.Other Indicators

• Bounce rate

• Avg. pageview, time on site

The Fundamentals

Building Your Campaign

1.Buckets

• 30-60 words per adgroup

• Keyword Tool, customers, competitors

• Misspellings, competitor names

• 4-word plus terms are best opportunity

2.Ad Copy and Landing Page

• Try to use keywords in ad (better QS)

• Never just the homepage

• Compelling language, key selling point

Specific Vs. General

Get It Goingetet

1.Be Very Vigilant At Launch

• Test the searches

• Make sure your metrics work

• Look for negative words, opportunities

2.Always Try New Buckets, Cut The Bad

• Example of funeral homes, cities

• Conversion Optimizer, Enhanced CPC

• Multiple ads, Ad Extensions

Track Early and Often

The Big IdeaBudget

The Big IdeaBudget

The Big IdeaBudget

Summaryetet1. Is PPC Right For The Business

2.Tracking Is Essential, KPI’s

3.Buckets of Terms

4.Ads and Landing Pages

5.Monitor, Test and Adjust

What To Remember