PPC Domination

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Table of Contents
Chapter 1 – Introduction To Google Adwords PPC …………………………………………………………………………… 6
Chapter 2 – How To Setup Google Adwords Account …………………………………………………………………….. 11
Chapter 3 – Google Adwords PPC Basics ………………………………………………………………………………………. 25
Chapter 4 – Keyword Research ……………………………………………………………………………………………………. 28
Chapter 5 – Fine Tuning Your Adwords Campaign …………………………………………………………………………. 37
Chapter 6 – Measuring Your Ad Campaign Results ………………………………………………………………………… 51
Chapter 7 – Best Practices For Google PPC ……………………………………………………………………………………. 61
Chapter 8 – Advanced Google PPC Features …………………………………………………………………………………. 66
Chapter 9 – Daily Adwords Pay Per Click Activities…………………………………………………………………………. 75
Chapter 10 – Taking The Next Steps …………………………………………………………………………………………….. 78
About the Author ………………………………………………………………………………………………………………………. 79
Appendix A – Pay Per Click Resources ………………………………………………………………………………………….. 80
Appendix B – Additional Services…………………………………………………………………………………………………. 81
Appendix C – Google Support Information ……………………………………………………………………………………. 82
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Proven Google Adwords Pay Per Click
Strategies To Get High Quality Targeted
Traffic That Converts Into Red Hot Prospects!
Thank you for ordering this brand new ebook for 2015 called PPC Domination that will teach you how to properly use the powerful Google Adwords online marketing and advertising platform. You have made a very smart decision. 
As you will see in this book, I am a huge fan of Google Adwords pay per click advertising because it provides the most targeted and instant traffic that you can get online. And for whatever type of business you have, it is a great marketing platform to find targeted buyers for the products or services you offer.
The fact is, many businesses have been hit very hard over the last few years from Google with various search engine ranking algorithm changes called Penguin, Panda and Pigeon. All of these have impacted how websites are ranked for organic search and as a result, the amount of traffic a website gets.
But it has also created an opportunity for innovative businesses that recognize pay per click as a great online marketing strategy. With Google Adwords it is possible to get highly targeted traffic in just a few days from the exact people who are interested in the products or services you sell, and the markets you serve.
I encourage you to study the information in this book so you can take control of generating your own high quality targeted traffic for finding new prospects, generating new leads and growing your business.
Once you understand how powerful Google Adwords pay per click can be, we hope you adopt the information we are providing and make PPC a key part of your online marketing strategy.
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This ebook will give you a behind-the-scenes-look at why Google Adwords pay per click is the best online marketing strategy, and how you start attracting hot new prospects and start generating new high quality leads and sales right now.
We cover all the bases and you will learn everything you need to get a pay per click campaign off the ground. Included are proven strategies with examples of how to create campaigns that you can start using immediately.
These are the chapters included with this ebook where we will also show you …
 Chapter 1 – Introduction to Google Adwords and why we believe it is the best online marketing strategy for lead generation in 2015.
 Chapter 2 – How to setup your Google Adwords account with a detailed explanation of basic and advanced features that you should consider for your first Adwords campaign.
 Chapter 3 – Basic understanding of Google Adwords that you so you can understand to get the best results.
 Chapter 4 – The importance of keyword research in using Google Adwords with recommendations on free and paid keyword research tools you should consider.
 Chapter 5 – Tips and tricks to fine tune your Adwords campaign to get the best results.
 Chapter 6 – The various metrics that you should monitor to measure results and how to use that analysis to improve performance.
 Chapter 7 – Best practices with Google Adwords that you should consider for generating the most highly targeted real estate leads.
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 Chapter 8 – Advanced Adwords features you should consider to get the best results.
 Chapter 9 – Daily and weekly PPC activities you should be doing to keep your pay per click campaign running smoothly.
 Resources – Additional information and access to tools and resources to help better manage your campaign.
Now that we have that out of the way, let’s get on with it!
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Chapter 1 – Introduction To Google Adwords PPC
You will never find a higher quality prospect than someone that does a Google search for the products or services you offer, finds your ad at the top of the first page of Google and clicks on the ad to visit your website.
They are searching on Google because they are looking to solve a problem, or maybe to purchase a specific product, or need some other help with other information. They are typically further along in the buying process and simply put, they are ‘in the market’ to solve a specific issue.
When someone is actively performing a search on Google, they are looking to involve themselves in a process. Some may be further along than others. But having a prospect go to your website when they are initiating the search process provides a great opportunity to influence their buying decision.
So it is very advantageous that these people find your website at the top of the page when they are actively seeking information. Because if you are not listed at the top of Google’s first page, it is unlikely they will ever find your website. And that is the essence of the awesome power of a well implemented Google Adwords pay per click marketing strategy.
There are many benefits to pay per click advertising but these two are the biggest from our perspective:
1) Highly Targeted Prospects – It is possible to target the exact
types of prospects you want to attract. With Adwords
you can implement a pay per click campaign on the
specific products, services or business issues you
want to target. With the training that we provide in
this ebook you will know how to select and target
the keywords that are the best performing search
terms. And as a result, the only people who will see your ads are
Leverage The Power Of Google Pay Per Click
Marketing To Grow Your Business FAST!
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those that are looking specifically for the products or services you offer. If you follow our guidelines, the ONLY people that end up on your website are those that are the most targeted prospects you could ever want to attract.
2) Measurable Results – With most advertising strategies it is very
difficult to measure what type of results you are
getting. Not so with Google pay per click. You will
have detailed analytics data on a wealth of
information that you do not have from other
advertising. This data includes:
a. Number of ad impressions (how many times ad was shown)
b. Number of clicks on your ad
c. Average cost per click
d. Number of leads that were generated
e. … more
One of the most important things to consider with any type of marketing strategy is being able to know if the money you spent provided a return on your investment.
Pay per click is far superior to any other form of advertising for because of the useful data that is available to measure results from the campaign. This allows you to run simple test campaigns for a week or two to determine if the marketing results are good for your business. From there you can adjust the campaigns to get even better results.
Landing Pages
This will be discussed in much more detail later, but we want to introduce the importance of the landing page strategy. This will impact the effectiveness of your Google pay per click campaign’s quality score and conversion rate.
It’s important to understand the ‘psychology’ of the search — what is it that drives someone to go to Google, type in specific search information
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and start the search process? Actually it is very simple. These people are actively participating in the market to find information that fills a need for something they want to find.
That is why your landing page strategy with pay per click is so important. As you will learn in this training, the more you can target specific landing pages to specific search terms the better results you will get.
In other words, if someone is searching for a specific product or service, the landing page should be dedicated to that product or service. Following this strategy will ensure that any clicks you get will be very high quality and targeted to your business.
Now of course this means that you need to be able to segment and identify the solutions you provide for your target market. And you must also understand how to find keywords to bid on that are consistent with the way people search. In Chapter 4 we provide an in-depth overview of keyword research and the tools you should use to discover those targeted keywords.
The Google Adwords Auction Process
Each time someone does a search there is a unique Google search auction process that decides which ads are placed and in what order they appear. Because each search is unique, it is likely that different results might be returned each time a search is done.
Here are some of the factors where the ads are placed during a search:
– Your budget status
– Competitors budget status
– Match type compared to user search term
– Ad scheduling
– Bid price
– Quality score
– Location of search request
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Since the auction process is repeated for every search on Google, each auction can have potentially different results depending on the competition at that moment. Therefore it’s normal for you to see some fluctuation in your ad’s position on the page and in whether or not your ad shows at all.
Google PPC vs. Facebook PPC
Many people are confused when comparing Google and Facebook PPC. Both advertising platforms can be very effective and both can have a place in your online marketing strategy.
But there is one key difference that puts Google pay per click ahead of Facebook in our opinion. And that is, Google PPC is based on someone actively taking the initiative of doing a search for a specific keyword that leads them to click through to your website. The direct response nature of their activity sort of pre-qualifies them before they even click.
Compare this to Facebook where your PPC ad is more of a passive advertising strategy placed in someone’s newsfeed. In a sense, Facebook PPC is just another form of ‘interruption’ based advertising where you are trying to capture someone’s attention while they are browsing other information.
That is the why we prefer Google PPC over Facebook. Google is a direct action and direct response advertising strategy unlike any other online or offline marketing platform.
Google Adwords Is The Bomb!
As you have probably noticed by now, I love the Google AdWords pay per click platform. There is an infinite amount of high quality traffic that can help you find high quality prospects. After completing this course, you will know how to get your Google ads in front of as many targeted prospects as you want.
Most businesses don’t understand how easy it is to get as much traffic as you want at the drop of a hat. Once you learn the proper techniques and strategies you will be in control of how much traffic you get and can time
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the campaigns for the busy times of day, or busy season of the year, or just when you want more traffic.
You can literally start implementing these strategies within 15 minutes of finishing this book. And these same strategies will get similar results over and over again.
One last point … if there is any question on whether Google is a good long term strategy, this chart illustrates the expected growth in PPC advertising over the next few years.
This leaves you to consider that in today’s market, if you are not found at the top of Google you are being left behind. And if your prospects are not finding you, who are they finding?
In the next few chapters we provide step by step instructions on how to properly setup a Google account and an Adwords pay per click campaign to get the very best high quality targeted traffic to your website.
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Chapter 2 – How To Setup Google Adwords Account
In this chapter we are providing a step-by-step process on how to setup your Google Adwords account. The first part of the chapter can be skipped if you already have a Gmail address that you can use for the Adwords account. Even if you already have a Gmail account you may want to setup a new one to keep PPC separate from an email account that you use on a daily basis. It is totally up to you, there is no right or wrong approach.
The first thing to do is to go to https://mail.google.com/. This is the screen you will see:
The first thing to do is create an account by clicking on the link. You will then be taken to this page to enter your information.
Follow These Easy Steps To Get Your Google Adwords Account Setup Correctly From The Very Beginning
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The red arrows signify areas that are required to complete, you can skip the mobile phone and current email address if you want.
After you have accepted the Gmail terms this step is completed. You will then be taken to this page:
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At this point you can a photo and create a profile but this is totally unnecessary to complete and optional. I typically click on ‘No Thanks’ and move to the next step.
The next page is just a confirmation that the account is setup and you can click on ‘Continue to Gmail’.
At this point you will be taken into Gmail and your account is ready.
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Now that you have a Google Gmail account setup, you can use the same email address to setup your Google Adwords account.
The first step is to go to https://adwords.google.com and start the account setup process. This is the first screen that you will see:
Since you already have a Google Gmail account, click the ‘Sign In’ link to access the Adwords account.
The next page will list the Gmail accounts that Google recognizes on your computer. This may include any other Gmail accounts you have setup, just select the account you want to use for your Adwords marketing campaign.
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You will then be taken to a page that prompts you for account recovery information, I usually click on ‘No Thanks’ and continue. But if you want to provide this information just enter your information and click ‘Done’.
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Now you are ready to go through the Adwords account setup. There are quite a few screens to enter information and it is very important that you follow this process as we define it. As with anything else in business, getting everything setup from the start will help you have success in the future.
The first step is creating your account.
The first thing is to enter the email address you want to use for your Adwords campaign, again just use the Gmail account previously setup.
The next 3 steps are very important because it defines the country, time zone and currency. Simple questions for sure, but if you don’t get these setup you will have problems later on with billing, reporting and overall account management.
Once you have completed this info and hit ‘Save and Continue’, you will then be taken to a page where you can create your first campaign.
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The step here is simple, just click on the ‘Create your first campaign’ button. This is where the fun begins because you are now taking action on getting high quality targeted traffic to your website! This is the next screen you will see (several sections of this page are split into smaller images):
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The image above might be the most important steps in getting an Adwords campaign setup correctly, so I am going to provide details of each step. Google kind of makes this confusing so I have brought highlight to a the following 8 key steps.
1) The FIRST thing you need to do is to select ‘Search Network Only’ under (beside) ‘Type’. This is extremely important to make this selection first. I have emphasized this by placing the #1 image beside this step.
2) The SECOND thing to do is to select ‘All features – All the features and options available for the Search Network’. You may get a popup message that says ‘Changes that you have already made to this page will be lost if you switch campaign types. Continue?’. Select OK and continue.
3) At the top of the page you should now see a message that says ‘Search Network Only – All features’. If you see this you have this step setup correctly. If not, go back to steps 1 and 2 to get this right.
4) Now you can start building the campaign. Enter a campaign name such as ‘Blue Widgets’ or some other text that can help you identify the campaign. As we will discuss later, a well-run Adwords strategy will have multiple campaigns and multiple ad groups defined.
5) You can skip the option for ‘or load settings from existing campaign’.
6) Leave the ‘Networks’ option as is with Google Search Network and the ‘Include search partners’ box checked. This will allow your ads to also show on AOL, ASK and other Google partners without any additional setup.
7) Leave the ‘Devices’ option set as is.
8) Under locations you can choose whatever you want, I typically select United States, but you might want to select other options. If you want to target a specific area where you want your ads to run then
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enter a location in the box. Remember though, you should only use the specific locations if you want to limit your ad to run in a certain area or within an ‘X’ mile radius of a certain area. This is a powerful feature to use if you want to target a specific audience location.
The next image reflects what you will see when scrolling further down the page:
The language option will probably already be selected for English but just confirm and move on.
The bid strategy section is another very important area to get setup correctly. Make sure you follow these steps exactly as defined.
1) Make sure you select the option for ‘I’ll manually set my bids for clicks’. You want to have total control over the bid prices you set and do not want Google to manage this for you.
2) Bids for search terms can vary widely because of many factors, including type of business, location, and others. You will want to use
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the average cost per click information that you learn in the keyword research phase to estimate what default bid amount you should enter. In a later chapter we discuss bid strategy in more detail and the optimal positions in the Google ads. We’ll give you a hint, it is not always best to have the highest bid or even the highest rank. There is much more information about how to manage your bid process in later chapters. But for now, enter a default bid to start.
3) The budget field is where you decide how much you want to spend every day on your Google ads. This is totally up to you, depending on the expected cost per click and the amount of advertising budget you want to spend on a daily basis.
A few more steps and your first campaign is setup and we can then move to getting the ads and keywords setup.
Skip all of these sections on ‘Ad extensions’ and ‘Advanced settings’ for now and just click on ‘Save and continue’.
Congratulations, you now have setup your first campaign. In the future you will probably want to add other campaigns, just follow these same steps.
Now let’s define the Ad Group and Ads.
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This is a quick run through of how to properly setup an Ad group and your first ad. I have entered some text in the various boxes only as an example.
1) Name the Ad group, something like ‘Homes For Sale’ (or whatever product / service you are offering).
2) Make sure the ‘Text ad’ button is selected.
3) Enter a headline for the ad (note you can see a preview of the ad to the right). You have 25 characters for the headline so sometimes it takes a little work to get the wording just right.
4) Enter the ‘Description 1’ and ‘Description 2’ fields. You have 35 characters each in these fields. Advanced feature: put a ‘.’ (period) at the end of ‘Description 1’ and you will have an enhanced ad when you are ranked in the top 1-3 positions. You can see what this looks like in the bottom ad of the Ad preview section.
5) In the ‘Display URL’ field, enter your website. This can we something like ‘yourwebsite.com’ or ‘www.yourwebsite.com’ (of course using your domain name in the entry).
6) In the ‘Destination URL’ enter the link for the landing page where the visitor will land. For example, it could be something like
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‘yourwebsite.com/homesforsale’ with the link going to the specific landing page on your website.
You now have the ad defined; now it is time to complete the setup for the campaign and ad group.
In the box under the ‘Select keywords’ tab just enter one keyword for now, something like ‘homes for sale in <your city>’ replacing it with your location.
We will be discussing keyword research in much more detail in this document and suggest that you read all the way through before just randomly picking some keywords. In fact, that is one of the biggest mistakes most people make that are not familiar with the Google Adwords process.
For now, just click on ‘Save and continue to billing’.
The last step is setting up billing in your Google Adwords account. The easiest and most popular option is to place a credit card on file. Google will
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then charge your credit card once per month for the actual costs of the clicks that you have accumulated. This is the process to follow:
Just hit continue to accept United States as the billing location.
This is a pretty simple form with the following steps:
1) Select whether this is a business or personal account.
2) Complete the business information section with all entries.
3) Complete the primary contact info.
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4) Select the method you wish to pay, either with a bank account or credit / debit card. Using a credit / debit card is much easier and is the best choice unless you are a large Adwords client spending thousands of dollars per month.
The setup continues below:
1) Enter your credit or debit card info.
2) Select the ‘Billing communication language’.
3) Review the ‘Terms and conditions’ and then check ‘Yes, I agree to the above terms and conditions.’ if you agree.
4) Click on the ‘Complete sign up’ button and you are done.
Congratulations, your Google Adwords account is setup. You have also created your first Ad group and your first ad. Next we will focus on keywords.
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Chapter 3 – Google Adwords PPC Basics
In this chapter we are going to cover some of the basic concepts of Google Adwords pay per click. These concepts are important basic building blocks to understand as you move through this document.
Here are basic terms that you need to understand as we go through the Google Adwords education.
 Impressions – the number of times your ad has shown in the ad rotation; a good measure of how popular a particular keyword is in your market
 Clicks – the number of times someone has clicked on your ad and landed on your website; each click should equate to one unique visitor to your website
 CTR (click through rate) – this defines the percentage of times your ad was clicked to the number of impressions; the higher the number the better, a good guide is to get anything above 1% CTR
 CPC (cost per click) – this is what it costs you each time someone clicks on your ad; Google provides an average CPC value for all ads and keywords
 Quality score – this is a very important thing to understand about Google Adwords; the higher your quality score the better performing your ads will be – including higher rankings at a lower cost
 Max. CPC – this is the highest price you want to set for a keyword bid; in other words you will never be charged more than the Max. CPC for any click
Setting A Good Foundation Of Google Adwords
Basics That Will Be Used Throughout This Document
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 CPM – there are different bid types, including CPM which is based on the number of impressions your ads receive; CPM stands for ‘cost per thousand’ impressions, so you basically bid on how much you are willing to pay for 1000 impressions; CPM bidding is best used if you are trying to build awareness in the market and not for increasing traffic to your website or new sales
 Daily budget – you can set a daily budget of any amount depending on how much you want to spend on your ad campaign; you will never pay more in one month than your daily budget * 30.4 (Google’s definition of a month)
 Campaign – the highest level of your Adwords account; you can have multiple campaigns and each campaign has their own budget and other settings (location, scheduling, etc.)
 Ad groups – the second level of your Adwords account; you can have multiple ad groups in any campaign; ad groups allow you to segment your marketing strategy all within a single campaign
 Ads – the third level of your Adwords account; you can (and should) have multiple ads within any ad group
 Keywords – the fourth and final level of your Adwords account; keywords are assigned at the ad group level; you can have a few or many (thousands) of targeted keywords that you are bidding on
 Broad match – this is the loosest keyword match type; Google will match synonyms and other close variants to the keyword; using broad match keywords are great for reaching the most people but in return you will get the most non-targeted clicks; broad match is great for building market awareness if you want to reach as many people as possible that may be interested in your products or services
 Phrase match – this tightens up the search process to only include the search terms that are included in the keyword; using phrase match will reduce the number of impressions but the clicks will be
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more targeted than broad match; there will still be some non-targeted clicks
 Exact match – this is the tightest of keyword match types; your ad will only show if the search term by the user matches exactly with the keyword you have placed into bid
 Negative keywords – it is wise to manage a negative keyword list so that you eliminate bad clicks that are triggered by keywords you don’t want to target; some examples would be jobs, careers, salary, review, classes, courses, tutorials as anyone keying in these terms are not actively in the market but just wanting to find information; the negative keywords are unique to every industry and maybe even to every location so this is something that you will need to take into consideration when setting up your Adwords account
 Ad extensions – you can add more content to your ad by using ad extensions such as sitelinks extensions, call extensions, location extensions, callout extensions and more; these help enhance the appearance of your ad while providing more useful content; Google also gives additional quality score points for properly using various ad extensions
 Cost per acquisition – an advanced metric that allows you to bid on how much it costs to acquire a new lead instead of cost per click; this is a great strategy to implement but it takes quite a bit of additional setup to accurately measure a conversion
 Manual bid strategy – you actually have an option to set your own manual bids or allow Google to set your bid automatically; while there are some advantages that Google touts with the automatic bid you basically turn over all pricing control to Google; most professional Adwords experts recommend that you use the manual bid strategy
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Chapter 4 – Keyword Research
The #1 reason many pay per click campaigns fail is lack of solid keyword research. We’ll start this chapter off with a high level view of what keyword research means and why it is so important. Then we will provide real live examples of how to setup and manage keywords in the Adwords platform.
What Is Keyword Research
In our opinion, keyword research is the backbone of any pay per click campaign. Select the right search terms to target and the chance of a successful marketing campaign just got a little higher. Select the wrong keywords to target and you will never reach the full potential.
So it is important to understand what makes one keyword better than another. Here are some simple questions to consider:
– Does the keyword search term match the market you are targeting and the clients you want to attract? One simple example is that if you are selling blue widgets you will want to target keywords such as ‘blue widgets for sale’. But it goes much deeper than that. The keywords you target must define your marketing strategy, the types of clients you want to attract, the services you provide, etc.
– Are the keyword terms cost effective, in other words can you afford the cost per click? There may be some keywords you want to exclude to better manage costs.
– Are the targeted search terms what we refer to as ‘buyer keywords’? The best buyer keywords are typically ‘long tail keywords’ that you will discover during keyword research. As a general rule, the more specific search term that is entered, the closer they are to making a purchase decision. For example, someone searching for ‘cameras’ is
Understanding How To Keyword Research Is Perhaps The Most Important Step In Getting Good Pay Per Click Results
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probably looking for general information. But someone searching for a specific brand and model of camera is looking for a very specific camera. They are not merely window shopping, they have already decided on the specific information they want to find. That is why we recommend targeted keywords that are as granular as possible to target. The more targeted the search term, the more targeted the prospect.
– Do the keywords you are targeting have sufficient traffic to make it worthwhile to pursue? Some search terms get more traffic than others so it is important to understand which are the highest performing keywords. Although if you follow the advanced keyword strategies we discuss later in this document, all relevant keywords should be targeted. But it is still important to know the expected cost for a keyword and if it has enough searches to make it worthwhile to pursue.
The reason that keyword research is important is because it defines the market that you are targeting and the types of clients you want to attract.
Slight nuances of similar keyword phrases can make a huge difference in average in the success of your ad campaign. So it is extremely important to make sure the right targeted keywords are selected.
There are multiple keyword tools available to find the best possible keywords for your business and the markets you serve. At the end of this chapter there is a list of recommended tools to complete the keyword research process.
There is a second element of keyword research, and that is determining the keyword search terms that your competitors are targeting. Besides knowing the specific keywords they are bidding on, with the right tools you can determine how much they are bidding on keywords, what their monthly paid advertising budget is, how effective their traffic is with their PPC marketing strategy, what their landing page messaging and content looks like, and much more.
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We are not advocating that you copy what the competition is doing. But doing proper competitive keyword analysis allows you to understand what they are doing and then identify windows of opportunity that are not being exploited.
Here are other key points about keyword research that you need to consider as part of your strategy:
– Long tail keywords – Throughout this document I note that the more granular you can be with your pay per click strategy, the more targeted prospects you will attract. Longer searcher terms may not get as many searches, but someone who makes a specific search and lands on a landing page for that particular product or service is a targeted prospect, almost a pre-qualified buyer if you will. So it is not always best to measure your campaign by how many clicks you get, but rather by how many targeted prospects you attract.
– Keyword match types – Without getting too deep in the weeds now, there are three keyword match types with Google Adwords: broad match, phrase match and exact match. We will explore these different match types later in this ebook. But different match types will yield different results. Again the more granular you get the better the results. And because of that we recommend that phrase match or exact match are the best options when bidding on keywords.
We could write a whole book on keyword research (and plan to do so soon) because there are many different things to consider when developing a keyword based marketing strategy for pay per click.
There are several free or paid tools and resources that you can use; here are the top 5 that we use every single day in our business:
1) Google keyword planner (free) – This info comes straight from Google so it is considered to be a good source of information. You can find hundreds of keywords by doing a simple search. The problem is that it does not provide an easy way to manage all the different processes required when working with a large keyword list.
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I use this tool primarily in initial research to help identify potential keywords that I want to explore further.
2) Keywordtool.io (free) – This is a relatively new keyword tool that returns keyword search results based on Google suggestions. If you have ever searched for something and see the drop down suggested list that Google provides, that is called ‘Google suggestions’ and is the data this tool provides. This is another great tool for doing initial keyword research. It is also good if you are looking for a small but very specific set of keywords. But like the Google keyword planner tool, it does not provide any way to manage a large list.
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3) SEMrush (paid) – This tool is available in either a free or paid version and may be the most indispensable tool for anyone interested in online marketing. Not only does SEMrush provide great keyword research information. But the competition module allows looking inside a competitor’s website to see the keywords where they have organic rank, what keywords they are bidding on, and much more. We highly recommend the paid version because of the additional functionality it provides.
4) Market Samurai (paid) – Another keyword research tool that is available in both a paid and free version, and another that we highly recommend buying. The power of Market Samurai is that it lets you build huge keyword lists and provides great editing tools to manage the list. You can drill down on selected terms; it allows you to build a negative keyword list as you go, etc. The power and flexibility of this tool makes it the must have keyword research tool for serious online marketers that want to focus on keyword based marketing. The image below is what a targeted keyword list looks like after several rounds of massaging and cleaning keyword data for a specific market.
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5) Keyword Pad (free) – While not really a keyword research tool, another great resource to have is Keyword Pad. I use this to segregate lists, isolate specific keywords, search and replace, and much more.
These are the exact keyword tools I use every day to identify and analyze the search terms that should be targeted in a PPC campaign.
Setting Up Keywords In Adwords
Up to now this chapter has focused more on the education of why keywords are important. From here, the focus will now be on how keywords are used in Adwords and how to set them up correctly.
Below is a screenshot of Google Adwords, to manage the keywords click on the ‘Keywords’ tab at the top.
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Then click on the red button with ‘+ Keywords’ which will open a small window where you can enter the keywords you want to target.
Copy the targeted keywords into the box where it says Add Keywords.
Don’t forget to select the Ad Group that you want to add the keywords. Then hit the ‘Save’ button to continue.
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At this point you now have the Adwords campaign populated with the keywords you want to target and they will show in this screen.
The last step is a very important step, which is adding the negative keywords. Doing this correctly will greatly reduce the number of ‘bad’ clicks that you get because you are identifying the negative keywords that should prevent from showing the ad.
There are many examples, but I typically make sure keywords that have job, jobs, career, salary, reviews, etc. are in the negative keyword list because people who search on those terms are most likely not looking to purchase a product or service.
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Simply click on the ‘Negative Keywords’ tab which will open a new window. I typically manage negative keywords at the campaign level but it is also possible to manage them at the Ad Group level if you want.
Simply copy the negative keywords into window and hit save.
Congratulations! You now have finished setting up your keywords for the Adwords campaign.
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Chapter 5 – Fine Tuning Your Adwords Campaign
At this point you are well on your way to getting high quality and targeted traffic to your website to attract your best prospects. You have accomplished more than many other website owners ever will and now have a basis of understanding on how to leverage the Google Adwords pay per click platform.
In this chapter you will now be able to fine tune the initial campaign and start learning about some of the more advanced features that are available in Adwords.
To get to scheduling, make sure you click on the correct campaign in the left sidebar and then click on the ‘Settings’ tab at the top.
You will then be taken to the settings page for the campaign, which is the same page where we initially setup the original campaign. This is the screen you will see.
Leverage The Power Of Pay Per Click Marketing
To Grow Your Real Estate Business FAST!
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If you scroll down the page you will see a heading for ‘Advanced Options’. Click on the ‘Schedule: Start data, end data, ad scheduling’ option.
After you click the screen will expand and look like this:
Now you have more options. Beside ‘Showing ads all the time’ click ‘Edit’ and you will see:
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If you want to create a custom schedule then click on ‘Create custom schedule’ and the screen will once again expand to show:
If you click on ‘All days’ the drop down box will appear with many more daily schedule options:
Now you can schedule the ad to run on certain days of the week and certain hours of the day. You can even have different hourly schedules by day if you want. This may be something you want to do if you know that certain times are better (or worse) than other times.
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Ad Extensions
Google has various ad extension formats that can be used to enhance your ad. For most local businesses, the 3 ad extensions that get the most use are:
Sitelinks extensions
Call extensions
Location extensions
By the way, this is a near perfect pay per click ad for real estate. Congrats to the owner of this website.
It is important to note that ad extensions only show when your ad is placed in the top 1-3 positions at the top. Ads with placement of 4 or below on the sidebar are not eligible for the ad extensions to display.
Ad extensions make the ads bigger and offers the person who is searching with more options to click through the ad.
Another very good reason to use ad extensions is that it helps to improve the overall quality score of the ad — which gets you higher rankings and lower costs per click.
These are the 3 most common Ad extensions:.
1) Sitelinks Extensions
Sitelinks extensions are very useful because they allow you to include additional links in your ad.
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In the ad above you will see 3 Sitelinks extensions that have been defined by this realtor. There are many ways you could this feature in your business to draw attention to specific pages on your website that have beneficial information for the person doing the search.
The steps to implement sitelinks extensions are noted below.
From the main campaign page, click the ‘Ad extensions’ tab.
To the left you will see a new tab called ‘View: Sitelinks extensions’, click on this tab.
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This will present a drop down box of the various types of ad extensions that are available. Click on ‘Sitelinks extensions’.
Now you need to add the first extension. Click on the red box with + Extension’.
You will need to select the campaign to assign the ad extension.
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Select the campaign you want:
Now click on the grey button for ‘+ New sitelink’.
A window will popup, enter the information in all the boxes as demonstrated below and click ‘Save’.
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You will now see the first sitelinks extension listed.
After you have entered the number of sitelinks extensions you want (minimum of 4) click on ‘Save’. You will then see all of your sitelinks extensions listed here.
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2) Call Extensions
Call extensions are very handy because they allow you to include your phone in the standard text ad, as shown below.
On a mobile device it shows as a call button and if clicked will call you directly.
But if the ad is seen on a desktop computer, someone might actually call you without clicking the ad. Can you say FREE!
As with any other ad extension, the call extension improves the ad quality and provides a larger ad which is always good — bigger is better in advertising.
This is how you setup a call extension in your ad. From the ad extensions window click the dropdown box to view extensions.
From the drop down list select ‘Call extensions’.
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Click on the red box that says ‘+ EXTENSION’.
Select the campaign.
And hit ‘Save’ …
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Click on the button that says ‘+ New phone number’.
Make sure the button is clicked for ‘My own phone number’ (don’t use call reporting).
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Enter the phone you want to have appear in the ad and click ‘Save’.
You will now see your call extension listed. Click ‘Save’.
And this is what the call extension looks like in your dashboard.
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3) Location Extensions
The location extension allows you have your company address displayed in the ad. This enhances the appearance of your ad and also notes that you are a locally operated business where the search is being done.
People want to do business with local businesses and this is just another way to subtlety show your prospects that you are a locally owned business.
This is one of the easiest ad extensions to set up. From the main campaign window click on ‘Ad extensions’.
Select ‘Location extensions’ from the drop down menu.
Click on the red box that says ‘+ EXTENSION’.
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It will pop up a window asking for you to link your adwords account with your Google + (My Business) account.
When you click ‘Done’, Google will automatically link the accounts together.
Congratulations, you now have your ad extensions setup!
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Chapter 6 – Measuring Your Ad Campaign Results
You will want to closely monitor your PPC campaign results so you know if you are getting a good return. Google provides a wealth of data on paid advertising and it is made available in various dashboard reports. You just need to understand how to find the data you need and what to look for.
There are several key metrics to watch, and these go across all reporting levels: campaign, ad group, ad, keyword. They are:
– clicks – This represents how many people actually clicked on your ad and landed on your website.
– impressions – This defines how many times your ad has shown, in other words this is how many people had the ad shown in their search results.
– click through rate (CTR) – This is the percentage of the number clicks divided by the number of impressions. The standard measurement is that anything above a 1.0% CTR is a well performing ad. Remember that the higher the CTR, the higher your quality score. And the higher the quality the score, the higher you will rank and the lower your clicks will cost. Managing CTR is a key metric to watch.
– average cost per click (CPC) – This is the average cost each click costs. As you will see during the campaign, different keyword clicks cost different amounts. In fact, the same keyword click can vary. Watching the average CPC is important because it will help you better set and manage a budget.
– cost – This is the total cost of the campaign for the period you are reporting. It basically is a calculation of the # of clicks * the average CPC.
You can only improve what you can measure! That’s one of
the oldest and best management principles to understand.
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– average position – This represents the average position your ad was ranked across all searches. To get the best results you should strive to be in positions 1-3. We like to manage the keywords at a granular level so that most fall in the average position of 1.5 – 2.5. That way you are almost always in the top 3 positions but you are not paying the maximum price.
– quality score – At the keyword level report only, there is another metric that is very important called quality score. This is a Google calculation on how relevant your ad is to the person searching. In general terms the search term, the ad content and the landing page content should all be relevant to each other and to the original search that was entered.
Google Adwords reporting is available at different levels: campaign, ad group, ad and keyword. Within each of those levels, there are a lot of other options. These next few screenshots will highlight some of these reports.
It’s important to understand that within each level, data is reported in a similar fashion. Most of the metrics noted above are available at each level, so in effect drilling down at each level is drilling down on the data.
The first is at the campaign level. This data would include all data for the whole campaign — every ad group, every ad and every keyword would be included at this level.
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If you have multiple campaigns then you would be able to drill down on the metrics at each campaign level and compare how each campaign is performing.
For real estate, if you are a real estate agent you might have separate campaigns for ‘Homes for Sale’, ‘Condos for Sale’, ‘Foreclosures’, etc. By having separate campaigns for each you are able to manage each campaign as a separate project with separate daily budgets, etc.
The next level is Ad Group. Reporting at this level includes metrics for all ads and keywords assigned to that Ad Group. This is very useful to compare how ad groups are performing against each other.
In real estate terms, you might have an Ad Group for each location you want to target. For example you would have an Ad Group for ‘city location 1’, a separate Ad group for ‘city location 2’, etc.
It is very important to segregate your Ad Groups effectively because it is at this level where keywords are assigned. To have an effective campaign you will want to keep each group separate to give you more flexibility in the campaign setup and in the ensuing reports that you will have available.
The next level is the various ads. It is common practice and highly suggested that multiple ads are setup for every ad group. There are
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several reasons, but the most important is doing so gives you an opportunity to test various ad content.
This is called A/B testing where some of the searchers see one ad and other searchers will see different ads. Over time you will have data on which ad is performing better.
A practice I suggest is to have a minimum of 3-4 ads running at one time. Each week you should see which ads are underperforming against the others. Then you can remove the underperforming ad and create a new ad.
This will pay huge dividends over the course of the project because you will not have ads running that don’t get clicks. We have stated previously in this document how important click through rate is and one way to keep it high is to run multiple ads and weed out the bad performing ones.
The ad level is where you have the chance to impact the success of your campaign. Write good search term relevant content ads and people will click through to your website. And that is the purpose right?
The next level is at the individual keyword level. Here you will see how each individual keyword is performing. And be prepared, because it is at the keyword level where you can really start to understand the ‘psychology’ of the person who is searching.
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With the detailed data that Google provides, you will see how many times each keyword is triggered when someone does a search and how many clicks it got. This is very instructive data because 1) it illuminates what search terms are important to people who actually search, and 2) you can tell which keywords are best performing.
As mentioned above, one of the secrets to a successful PPC campaign is having well-written ad content. That is because your keywords that are triggered in a search should closely match the content in your ad. If that is the case you will have a higher click through rate. That metric tells you how effective your content and keywords match.
But this keyword report does not tell you the actual search term that was entered. That is the holy grail of the data because there are patterns that you can see from how people search that provides insight into how the mindset of the market as a whole.
To get to the actual search data you need to dig one level deeper. Note, this report can only be obtained from the keyword report tab.
Click on the ‘Details’ tab and a window will open. Then click on ‘All’ under ‘Search Terms’.
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Now let’s look at some other reporting data that is available from Google. I’m not going into as much detail, but want you to feel comfortable in knowing how to access the data that is available.
One handy reporting capability is see a graph of actual data. This data can be a variety of different metrics that you can see by clicking the drop down box noted below. You will see another drop down box where you can make your selection.
Note that the box just to the right has similar capabilities. You can choose a metric from each box to see comparison data.
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Note, you may have to click on the graph icon marked by the second arrow to see the graphical data.
The next item is at what level of time do you want data reported. Obviously starting off you should set this daily until you have enough data to see longer periods of time.
Another useful metric is the segment data. This provides data as time of day, search term match, device type (mobile or desktop), and other very useful information. Having access to this level of detail will help you understand your market better and have insight into where and how your prospects are searching.
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One thing you should know is that you have some ability to customize the reports by selecting which columns show in the each of the various reports. This customization needs to be done at each level so you can see the data you need to make best decisions.
This is accessed by clicking on the ‘Columns’ button and clicking on ‘Customize columns’. From there you get a window to open with many different options.
As you see below, you now have a wealth of data elements to include in your dashboard reporting. Don’t be timid, you can’t hurt anything. If you accidentally delete something you can add it back. But you will want to play around with this so you understand the level of detail that is provided by Google reporting.
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The last thing to cover in Adwords reports is how to download a report. Typically you would download the report into Microsoft Excel so you can save it, manipulate it, etc.
From any reporting level this is very simple, just click on the down arrow as noted below.
That will then open up a new window where you have various options on how to download or save the report. You can even schedule the report to be emailed on a scheduled basis if you want.
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One last note… This chapter only addressed the reporting that is available from Google Adwords. If you have all the Google properties properly integrated, there is much more data available in Google Analytics and in Google Webmaster Tools.
Congratulations, you now know how to monitor your Google Adwords campaign results!
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Chapter 7 – Best Practices For Google PPC
Google Adwords has a ton of functionality if you want to take advantage of everything that is offered. But for most people, staying basic provides enough to get the targeted traffic results that they want.
We have covered a lot of technical details in this document on how to use Adwords, or how to properly setup various components of Adwords features. In this chapter we will delve into non-technical best practices types of Adwords management that you should consider.
Think of this information as how to get more results without spending any more money or maybe without doing any additional work.
1) Get granular – This is the single biggest way that you can get better results than your competition. In your market, there are certain areas where you probably try to specialize — maybe a certain type of product or service; or maybe a specific business issue that you can help clients solve. So why not target your Adwords strategy to find prospects who are actively seeking information about those areas?
Getting granular means that you target specific keywords for the specific markets of focus which will have your ad showing only when someone is searching for that defined market. It also means that your ad content and website landing page must be targeted at that same specific level.
So when someone is searching for a specific subject, your ad content should include that keyword. But more important is that the landing page MUST be optimized and MUST provide information for that specific area.
The best Adwords pay per click results can come from the smallest but most meaningful changes to the campaign.
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There are several benefits to a granular strategy with Adwords:
1. You will have less competition meaning that your ad placement will be much higher
2. It will cost you less money because there is less competition
3. The people who click are your ad are more targeted prospects
Getting granular with your Adwords campaign should be the #1 priority because you will get much better results at less cost.
2) Set your Max. CPC to get top positions – Another common mistake made with Adwords is setting your bid price too low. There are several reasons why you want to set the bid high enough to get top rankings. The biggest one is you want to get people to your website right?
You are protected by the daily budget so you are never going to spend more money than you want and the only way to get leads is to get people clicking through to your website. If you are priced too low you might be ranked in the 8th position where no one ever clicks.
Almost 90% of all clicks happen in the top 4 positions so if you aren’t placed there you probably are not going to get results. The best ranking positions are actually #2 and #3 because they still get a lot of clicks but you don’t pay the top price of what it costs to be #1.
In reality you will have different keywords that have different average positions but you should try to manage the campaign to have as many keywords as possible in positions #1 – #3. While quality score plays a huge factor in the ranking position, setting the right bid price helps you to get those top positions.
3) Quality score – This is a subject discussed extensively in this document but it is a primary factor in getting the campaign results you want with Adwords. While easy in concept it can be a difficult process to manage.
Google assigns every keyword in your campaign a quality score of 1-10, with 10 being the highest. The concept is that the search term that was
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entered by the user is relevant to the ads in your campaign which are relevant to the website landing page. This means your ads and your website landing pages are optimized for the keyword search terms that are entered.
In essence what you have to do is try to match all of those so the user has a quality user experience of finding the information that they searched. That is Google’s #1 objective and they reward advertisers that are able to provide that quality experience.
But it goes further than that. Your actual cost per click is impacted by your quality score. Google has deemed a quality score of 7 to be the standard, with scores below that paying a penalty and scores above that getting a discount.
See the image below for more details on how your quality score can impact your cost per click:
4) Landing page conversions – So it’s great to get all of this targeted traffic to your website but if they don’t convert into leads or sales it really isn’t worth the time, money or effort you are spending.
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To generate leads and sales there are three (3) very important considerations:
1. Your website must be mobile optimized or at least mobile responsive because of the high volume of traffic that is now coming through search engines from mobile devices;
2. The website landing pages must be optimized to convert;
3. You must have a call to action that works.
You will definitely have some tire kickers, people who are just looking. But the easier you can get them to convert into a lead the sooner you can start working to turn them into a client.
It’s hard to say that any one thing is more important than others with a Google pay per click campaign, but having a landing page that converts is right up there at the top. It can be the difference in having no success or having great success with your PPC campaign.
5) Expanding your campaign – There is a lot to learn just getting your first Adwords campaign going so it is best to start with a small campaign and budget. That way you can work out the kinks while learning and also protect from spending too much.
But one of the best things about the Google Adwords advertising platform is the ability to scale up or down at will. If things are working great, just expand the campaign either through more products and services or by increasing the daily budget. If they are not going so well you can just do the reverse and scale the budget back.
These changes happen almost immediately. Another way to expand the campaign is by adding more keywords as you should always be searching for new keywords to target. Google even helps you with this and occasionally recommends new keywords to add. But make sure you examine these closely; their recommendations are sometimes too broad to meet the specific targeted campaigns you want to achieve.
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6) Maximize your budget – One of the best ways to maximize your budget is by managing your keywords bids and your quality score.
With proper management you can squeeze additional profits by getting more clicks without raising your budget. If you have a high converting landing page, more clicks can easily turn into more leads.
On a weekly basis at least, you should be examining the keyword report to figure out where you can get better results. It is well worth the time and effort considering the additional traffic you will get over an extended period of time.
7) Display URL – There are two URL’s that must be set in an ad, the ‘display URL’ (what searchers see in the ad) and ‘destination URL’ (the link where the click is directed). The display URL is very important because you can use it to bring attention to a specific area of focus.
For example, if you are selling different types of equipment, your display URL might look something like: www.yourwebsite.com/tumblers or www.yourwebsite.com/bagfillers.
The display URL gives people an idea of where they will arrive and what type of information they will get if they click on the ad. This can enhance the performance of your ad results because people know they are going to find the information they want at the display link.
8) Proper Use of Caps – When you properly use capitalization in your ads you will get better results. Each word in the title and description lines should be capitalized because it makes the ads easier to read. Studies have shown that ads with proper use of caps also get more clicks.
9) Landing page links – One very important note. Make sure your landing page has links in the footer or other place on the page for the following: Home, Privacy Policy, Contact Us, About Us. While these are not a 100% requirement, Google really likes full open transparency so the website visitor can make a good informed decision.
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Chapter 8 – Advanced Google PPC Features
We have covered a lot of information so far in this ebook that will help you run a very productive Google Adwords campaign. If you follow the guidelines we have provided you will be in front of 95% of every other business that is trying to do Adwords pay per click without this information.
The information we have provided is a result of our many years of online marketing experience across multiple industries. As well, we have passed rigorous exams from Google and have earned status of ‘Google Certified Adwords Professional’ and ‘Google Partner’. This gives us an ample mix of real world experience as well as a detailed understanding of the Google Adwords platform.
Just like any other endeavor, the difference between what the top professionals know compared to others is just a result of the experiences they have and the areas they have studied.
The focus of the content in this chapter are things you can do to make your Adwords campaign even more productive.
1) Advanced location strategies – During the setup you can select where you want the ads to run. In most cases we recommend that you leave this to United States or United States and Canada.
If you are a local business like a lawyer, dentist, realtor, painter, builder, etc. you will be running campaigns for your local locations. This is where advanced location strategies are used to only show ads in your operating area.
Location options are at various levels, including: country, state, county, city, zip code, mileage radius from an address, etc.
When you are comfortable with the basics make sure you take the next step in getting your campaign fully ready!
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2) Bid Management – Managing your bids is a very important part of the pay per click process. One of the interesting things to watch during the campaign process is the results that different keywords provide. For example, which keywords have the:
a. Highest CTR
b. Best quality score
c. Lowest / highest CPC
d. Highest average position
e. … and other important metrics
Some of these results can be affected by good bid management which requires analysis of each keyword and how it is performing. And then ask the question, if I adjust the bid up (or down), will it improve the results of this individual keyword?
For example, you may have a keyword in position 7.6 that is getting lots of impressions but has a very low click through rate. That keyword would be a prime choice to adjust the bid price up because the fact that it is getting a lot of impressions means that it is a very popular and relevant search. But there are no clicks because the ranking position is so low.
You may have campaign with hundreds of keywords so it can take time to go through this process. It’s not something that has to be done every day but it is an exercise that will give you a lot of insight into how people are searching, what search terms are relevant and which keywords you should be more aggressively bidding on.
3) Bid Strategies – With Adwords there are several different bid strategies that you can use to get the best traffic.
Maybe you want to get more traffic to your website, in which case you would use manual cost per click bidding. You might want to just build more online brand awareness about your business, in which case you would use cost per impression bidding. Or you might want to focus on getting visitors to take a specific conversion step, in which case you would use cost per acquisition bidding (note, this
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requires extra work in both Adwords and your website to setup and manage).
Further, you have options for automatic or manual bidding on each of these different bid strategies. With automatic bidding Google sets your bids to get the best results (supposedly). Most PPC experts agree that it is much better to manage your own bids so that you can manage the important aspects of your advertising strategy.
But in any case, these bid option strategies should be considered as you are setting up and then managing your Adwords campaign.
4) Bid simulator – Adwords bid simulator allows you to see how different bids might change your ads’ performance. This handy tool allows you to estimate the clicks, costs, impressions, conversions, and more that your ad will receive by changing the Max. CPC bid. This is accomplished by the data that Google Adwords has collected from ad auctions across the network and combines them with the expected quality score of your ads. The data insights that the bid simulator provide are for the last seven days and may or may not be a reflection of future performance. But it is a very useful tool to use to estimate the impact of moving the Max. CPC bid up or down and the impact it will have on your campaign.
5) Dynamic keyword insertion (DKI) – As mentioned several times in this document, quality score is a very important metric to measure. The quality score is calculated on a formula of how relevant your keywords are to your ads and to the website landing page.
In other words if someone searches on ‘blue widgets’, the ad and the website landing page needs to be about ‘blue widgets’. Now this sounds simple, but if you are managing hundreds of keywords (or more) in a campaign how do you make every ad relevant to the keyword search term?
This is where dynamic keyword insertion comes into play. It basically is a special set of code that you put in the ad that looks like this:
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{KeyWord:Blue Widgets}. What this code does is replace the ‘blue widgets’ with the exact search term that the person entered.
If for some reason it can’t match (too many characters, etc.) it will default to ‘blue widgets’. What this does is makes the ad content match the search term which helps improve the quality score.
But it also has a psychological effect on the person doing the search because they see the same phrase they searched in your ad.
Dynamic keyword insertion is something that you should use whenever possible. Sometimes you might have specific ad content that you want to use where DKI is not relevant, but we highly recommend using this feature.
6) Search vs. Display Network – We really haven’t talked about the Google Display Network because we are not big fans of using this in general. But it does have use for some markets.
While it sounds great to have your ads popping up all over the place, in reality display ads are just another form of ‘interruption based’ advertising. These ads are not nearly as targeted as search ads are and the vast majority of people who see the ads are not prospects.
You might be able to pick off somebody here or there but you are basically spending money on non-targeted advertising. And that goes against the grain of the major benefits that pay per click advertising provides.
Search marketing on the Google Adwords pay per click platform provides the most targeted online traffic that you can ever find. Why not spend your money wisely to get the most bang for your buck out of your advertising budget?
We recommend sticking with the search network at least at the beginning of your pay per click experience. Display advertising takes a lot more effort to do right and can be a little intimidating to setup.
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So it is very important that you don’t accidentally include the display network when you are setting up your campaigns, choose search network only.
7) Keyword match types – One of the best ways you can control your Google ad spend is to use the right keyword match types. This is probably the #1 most common problem that people make that have not been properly trained on how pay per click works.
Since they don’t know that there are different options, they just randomly enter keywords that ‘sound good’ (which is mistake #1). And since Google automatically defaults to broad match the campaign starts off with bad keywords and wrong settings. These mistakes will cause your ad to show for a variety of different combinations and variations of your keywords – and earn you a lot of ‘bad’ or non-targeted clicks.
Broad match gives you the least targeted results meaning that your ads will show for searches that do not bring you targeted visitors – which ends up costing you more money for non-targeted clicks.
Phrase match is the next option and gives you more control. Using this match type the keyword you are bidding has to partially match the search term, in other words it closely matches what was entered. Phrase match type is still loose enough to pick up other similar targeted search terms.
Exact match is the most targeted keyword match type of all. The keyword and search term must match exactly for your ad to appear. This eliminates any and all bad clicks because the person had to enter an exact matching search term. The only downside is that your keyword research also has to be very exact so that you can capture all the clicks for the wide variety of search terms that people actually enter.
8) Integrating other Google properties – The good news is that Google has a lot of different tools that you can use to measure the overall effectiveness of your Adwords campaign. The bad news is
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that you must manually integrate these Google accounts together. While not difficult to do, it is time consuming and has to be done exactly right to get the level of reporting detail you want.
There are 4 Google properties you must consider integrating with each other:
a. Google Analytics
b. Google Webmaster Tools
c. Google+ (My Business)
d. 4) Google Adwords.
There are settings in each property to integrate them altogether, sort of a jigsaw puzzle to get each integrated with the other.
The steps on how to complete this integration is not included in this document because of the level of detail required. Our goal is to release a supplement to this ebook with detailed instructions at a later point.
9) Mobile ads – We all know that mobile searches are growing at an astoundingly fast rate. Some studies show that nearly 50% of all searches are now coming from mobile devices. So making sure you capture this traffic is very important.
Managing mobile ads are not really that difficult because in most cases Google manages it for you. But there are some key things you need to make sure of to get the best mobile ad results:
a. Your website must be mobile responsive; the last thing you want is for someone to click on a mobile ad and be taken to a page that they cannot see on a mobile device.
b. You can make some ads that are mobile preferred, in other words they will only show for users on a mobile device;
c. You can use a mobile bid adjustment strategy to pay more (or less) for searches from a mobile device if you want to target people who are actively looking while on their mobile.
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10) Managing Max. CPC bids – When you first start your Adwords pay per click campaign you will begin with a default cost per click bid. But after the campaign has been running for a while you will notice that some keywords you have higher placement with click costs less than the Max. CPC bid while other keywords are not getting high enough placement because your bid too low. You should watch this data religiously so you can adjust bids as needed on specific keywords to get the best results.
The recommended strategy is to price the clicks so that you always have an average position between 1.5 and 2.75. Studies have indicated that positions 2 and 3 are the most optimal placement because you still get high clicks but at less money that having the top #1 position might cost. But each campaign is different and you need to watch this closely.
Other keywords you might have trouble getting up that high because the bid is too low, so you might want to adjust the cost per click bid higher. It is easy to spot which ones you should consider.
If there are keywords that are getting a lot of impressions but your average position is low, then these are the ones you need to consider raising the bid. The reason is — if those keywords are getting high impressions, those are the targeted search terms people are entering. And those are the keywords you should be targeting.
Realize you may have hundreds of keywords so managing each one at a granular level requires some time and effort. But it is worth the time because you will be able to better manage your budget to get better results.
Remember if you are getting ‘X’ clicks for your current budget but you can get ‘X+’ clicks by managing the campaigns better, that means more clicks and potentially more leads without spending any additional money.
11) Remarketing / Retargeting – One of the very neat advanced features with Google Adwords is remarketing. This provides an
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opportunity to reach people that have already shown an interest in your business. You have probably experienced these remarketing ads yourself after you visit a website and then start seeing their ads on other websites.
Some people call these ‘stalker’ ads because they seem to follow you everywhere you go. They are implemented through a Google feature called ‘remarketing’ or sometimes also known as ‘retargeting’. These are totally legit and provide much added value to your campaigns.
There are two components to setting up a remarketing campaign:
 Placing a tracking code (pixel) on your website that is stored as a cookie in the users browser
 Combining your normal PPC search campaign with a display network campaign
This allows you to build a large scale reach over time from people who have visited your website. And because you can have different remarketing campaigns for various activities on your website, you can track the level of interest from a visitor.
You can have a remarketing pixel on your landing page which identifies that person as someone who was interested in your offer. You could have another pixel on your sales page so that you can identify those were interested in learning about the cost. And you could have another pixel for someone who actually purchased. With this information, you could setup remarketing campaigns that are targeted at each group. Think about the possibilities!
Remarketing is one of the more advanced features in Adwords and requires considerable more setup and planning. For example, besides the additional campaign settings that are required, you will also need to have graphics banners in various banner sizes required by Google to use for the display network ads.
12) Advanced scheduling – You can setup the campaign so that ads show on the specific days or at the specific times you want. One easy example is … your business is open Monday-Friday, 9:00am-
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5:00pm and you don’t want after hours calls, so you only want your ads to run during these hours.
Another more advanced example is that there are certain days or times during the day that are ‘better’ or ‘worse’. You can set bid adjustments to increase or decrease your bids during these specific days or times.
By default Adwords shows ads all time, so make sure you change these settings if you want to run ads on a different schedule.
13) Flexible bid strategies – This is a very advanced feature that allows you to automatically adjust bids to meet pre-defined performance goals. Some examples are:
a. Maximize clicks
b. Target search page location
c. Target cost per acquisition
d. Enhanced cost per click
e. Target return on ad spend
14) Adwords ‘Dimensions’ tab – This is an advanced reporting feature that allows you to ‘slice and dice’ the campaign data. This makes the dimensions tab a great diagnostic tool to drill down into the data to see what is going on inside the campaign. Use this tab to learn things like:
a. Time analysis by hour of day, day of week, week, month, etc.
b. Geographic analysis to learn how your ad performed in relation to your location
c. Search terms analysis to find the exact phrase that someone entered that led to a click (note: this same data is also available in the ‘Keywords Details’ report that we discussed earlier)
d. Call details analysis will provide feedback on your ‘touch to call’ conversions
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Chapter 9 – Daily Adwords Pay Per Click Activities
One of the nice things about Google Adwords pay per click is that once you get the campaigns running and then optimized for best performance, the campaigns pretty much run on auto-pilot. That’s not to say there aren’t things you need to do because in reality you should be inside your Adwords account almost every day.
Here are the recommended daily activities you should be doing on a consistent basis. Some actually can be weekly activities once you are comfortable that everything is working correctly.
1) Monitor results – You will want to watch this daily, maybe even multiple times per day. Things to look for are what keywords are getting clicks, how is your average position holding up, which keywords need work on quality score, are there keywords that need the bid adjusted, etc. The closer you can keep tabs on all the various metrics that Google provides the better your campaign will perform.
Find areas that need improvement and make little tweaks that work towards overall better campaign performance. A penny saved here or there can really add up with large volumes of keyword searches.
2) Continue with keyword research – PPC professionals know that keyword research never stops. There always seem to be an endless number of new keyword opportunities that you can leverage. Maybe you want to go more than local, maybe you want to even go ‘hyper local’.
As you learn how to do proper keyword research it is amazing how many different ways you will find that different people can search for the same thing. In Chapter 4 of this book about keywords there a number of keyword research tools that are listed. Learn how to use
Manage your Adwords pay per click account daily
and you will find new areas of opportunity.
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these tools and maybe even find some other keyword tools that help you find the exact keyword search terms that people use when searching for properties in your market.
3) Competitive research – Identify your competitors that are also doing Google pay per click advertising. Study their ad content to learn good and bad things that they are doing.
There are online tools available that you can even determine where they send their traffic when someone clicks on the ad, so you can examine their website landing page. You should also look at what other businesses are doing outside your market because if something is working in Chicago (or some other location), it will probably work in your market.
Remember, companies that are investing money in Google Adwords are probably getting results or they would not be spending their advertising budget there. With that assumption, if you see what someone else is doing and is working then by all means learn from them and implement a similar strategy for your business.
4) Write new ad content – You should always be putting up new ads because the new content might just attract more prospects. It is very easy to tell if the ads are good or bad.
One way is you can view how many impressions a specific ad has received compared to how many clicks there were which is the CTR (click through rate). If the CTR is low then you know this ad is not working very well and needs to be changed or even deleted.
Having fresh new content is always good because people get ‘ad blindness’ over time if they keep seeing the same ad over and over again. If you are targeting specific locations write ads that are specific to those locations.
Put yourself in the shoes of the person doing the search … what is the compelling ad content that will make them want to click through
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the ad to visit your website? So write new ad content on a consistent basis.
5) Weed out bad keywords – If you have keywords that are not getting results, remove them from your list. Google sometimes associates search terms to your keywords in weird sorts of ways so you will need to study what search terms are triggering your ads. Google makes this information available in their keyword details report and you can learn which keywords are not returning good results.
6) Mange negative keyword list – Very closely associated to weeding out bad keywords is managing your negative keyword list. Take what you learn from the keyword details report and determine which words are triggering ads that you don’t want. Some examples are words like ‘classes’, ‘tutorials’, ‘webinars’, ‘free’, ‘reviews’, etc. These are non-buying keywords if you will. People who include these terms in their search are just looking for information and are not probably in the market.
You can simply add these negative search terms to your negative keyword list. That will insure that your ads are not shown when someone includes those terms in their search.
7) Dig down into the reports – Google makes a wealth of data available for your Adwords campaign. Using some of the advanced reporting capabilities you can determine: mobile vs. desktop results, time of day or day of week that your ads are being shown, how your sitelinks extensions are performing, and much more. There are nuggets in the details and you should be looking to maximize your campaign any way you can every single day.
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Chapter 10 – Taking The Next Steps
You now have the information you need about Google Adwords pay per click – the most powerful marketing tool on the planet – to generate high quality targeted traffic to your website. We invite you to embrace the concepts we covered in this training to get the best possible value.
If you are new to pay per click, there were probably many areas that you may not have understood the content. Like anything else, PPC is a learned subject and the more you do it the more you will understand it.
We invite you to go through this material again and follow the step-by-step process that we have put together in this ebook.
There is also another option to get more information. At the time you purchased this ebook you had an opportunity to also purchase the advanced video training that accompanies the ebook and instructional videos. The advanced video training takes the concepts outlined in this ebook and takes the information to another level.
For example, there are 45+ videos covering a broad range of pay per click topics. In these videos we explain some of the PPC concepts in much more detail and provide strategic insight into the value that pay per click provides.
If you did not purchase the video training course previously, you can click on the link below to get immediate access to join our private membership site where all videos and much more info are available. Click here to join:

PPC PowerClass

I hope you enjoyed this guide because I certainly enjoyed putting it together for you. 🙂
All the best wishes and best of luck!
Ron Blackwelder
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About the Author
Ron Blackwelder spent 25+ years in the corporate technology world in a variety of positions including software development, marketing and sales. He has also been an active online marketer for 10+ years having built multiple online businesses.
As a Certified Google Professional and a Google Partner, he has years of experience in using Google Adwords pay per click to help businesses get more targeted traffic and generate more high quality leads. Clients include many different types of businesses including lawyers, realtors, chiropractors, engineering firms, manufacturing companies, entertainment, and much more.
These various types of businesses spend tens of thousands of dollars per month on Google advertising. You now have an opportunity to leverage everything he has learned because of the detailed information that has been included in this ebook.
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Appendix A – Pay Per Click Resources
The following is a summary of resources we discussed in this ebook:
Keyword Research Tools:
– Market Samurai: http://ppcdomination.net/market-samurai
– SEMRush: http://ppcdomination.net/semrush
– Keyword Pad: https://goodkeywords.com/keyword-pad/
– KeywordTool: http://keywordtool.io
– UberSuggest: http://ubersuggest.org
Landing Page Tools
– Optimize Press: http://ppcdomination.net/optimizepress
– InstaPage: http://ppcdomination.net/instapage
– GetResponse: http://ppcdomination.net/getresponse
– Rapid Mailer: http://ppcdomination.net/rapid-mailer
Google Tools / Information
– Google Keyword Planner: https://adwords.google.com/KeywordPlanner
– Google Analytics: http://www.google.com/analytics
– Google Webmaster Tools: https://www.google.com/webmasters/tools/
– Google Adwords Support: https://support.google.com/adwords/
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Appendix B – Additional Services
There are a number of services that we can provide to help you have a successful pay per click marketing campaign:
1) Adwords management – If after reading this ebook you would like to have professional management for your Adwords campaigns, we would love to work with you. We have a variety of monthly plans that will allow you to leverage our experience and knowledge. Click here to request more information: http://ppcdomination.net/adwords
2) Keyword Research – One of the most important elements of an Adwords campaign is the keyword research phase. We can offer extensive keyword research services to provide you with the best keyword search terms for your campaign. Click here to request more information: http://ppcdomination.net/keywords
3) Adwords Consulting – Maybe you just need a guiding hand and coaching to have the level of comfort you need to kick off your Adwords campaign. We can offer a variety of monthly consulting services to provide you the hands on knowledge you need and a resource to answer any questions you might have. Click here to request more information: http://ppcdomination.net/consulting
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Appendix C – Google Support Information
Google Adwords Online Support
• Extensive documentation and videos
• Great search capabilities
Google Adwords Phone Support
• Support phone #: (866) 246-6453
• Fast response, hold times < 2 min.
• Get any question answered
• Excellent support staff
• Must have client ID number available

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