Introduction to PPC (Pay-Per-Click)

The Basic Structure and Management Settings of an Ad Campaign (Google Adwords)

Tips and Tricks for Ad Text

Keyword Selection

The Basic Format and Concept of Landing Pages

Conversion Tracking

Management of Adgroups

Organized by Campaigns and Adgroups

Different Theme or Idea for Each Campaign

Different Settings/Targeting Options

Helps You to Segment Groups of KeywordsTopic

Promotion

Campaign type

Campaign Settings

Run Different Campaigns for Different LocationsCountry

State

City

Zip Code

Different Campaigns for different languages

Campaign Settings
Networks & Devices

NEVER Choose All Available Sites & All Available Devices

Select ONE Networkper CampaignDisplay

Search

Mobile

Campaign Settings
Bidding and Budget

Start by Selecting MANUAL Bidding for Clicks

Make Sure Your Budget Is Being Spent

Add Variations Tips & Tricks

Start with at least 4-6 ad variations

Include www in display URL

Must include actual domain name BUT After the domain i.e. /cheapairfare or /cheap-airfare or even /best-flight-deals or /find-out-more

Capitalize most words in your ad text except for A, On, etc.

Add Variations Tips & Tricks

Headline - Must Include Keyword

First Line - Value Proposition/Benefit

Second line - Call to Action with ! or

Add Variations Tips & Tricks

Include Numbers

Characters such as # $ % & *

The Word Free or Exact Price of a Product

Special PromotionFree shipping, coupon codes, sales, etc.

Create a Sense of UrgencyToday, Now, Special, Limited Time Offer.

Add Variations
Tips & Tricks

TEST!

Add Variations Tips & Tricks

Conversion Tracking

Analyze success of Ads

Analyze success of Keywords Average Cost per Click (CPC)

Click Through Rate (CTR)

Conversion Rate

Cost per Conversion

Conversion Tracking

Keywords

Research your niche using Googles Keyword & Traffic Estimator Tools (Search Network only)

Use multiple word phrases

Keywords

Optimize on a regular basisAt least a couple times a week

Check See Search Terms under Campaign/Adgroup Keywords

Make sure your ad is between positions 1-5 for each keyword

Add negative keywords at the ad group and campaign level

Landing Page

SimplicityFocus on one goal

Only essential fields in forms

RelevanceMake the pages content closely connected to your ad campaign

Include the benefit to the visitor

Include an obvious call to action

Create a customized page for your ad, not your homepage or even contact page

Thank You

Charlie KalechDirector, J-Town Productions Ltd. http://www.j-town.co.ilcharlie@j-town.co.il@CharlieKalech

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