1. Pay Per Click Advertising
on a Shoestring.
Instructor | Roger Lopez

2. Agenda.
• Can you afford to give PPC a try?
• Tactics for setting up an account and
campaigns for success.
• Account organization
• Writing Ads
• Selecting keywords
• Keeping your settings straight
• Tips on stretching your budget.
• How to keep PPC running lean & mean.

3. Getting
Started
• Start with Google AdWords, $5 activation
fee
(there really isn’t an activation fee but lets just
start with 5 bucks.)
• Set a budget for a month
• Stick to the budget.

4. Search Engine
Vocabulary into a search box on a
• Search query - what the person typed
search engine
• Organic results - these are the listings on SERP that are not ads
FREE ADVERTISING!
• SERP (search engine results page) - the page that results from a
search performed on a search engine.
• Branded vs. Non Branded - a branded keyword or query
includes some combination of keywords that includes the name of
your brand. Non-branded are keywords or queries that do not
Example: Sony TVs (branded) vs. HD TVs (non branded)

5. SERP’s UP!
Search Query
PPC Ad
Organic
search

6. PPC Vocabulary
• CPC (cost per click) - This is the amount you PAY for a click
• Maximum CPC - This is the amount that you set of how much
you are willing to pay for a click
• Keywords - these are the words or phrases you have
chosen to bid on
• Impressions - the number of times your ad has appeared
on a SERP
• Conversions - the action that you define as a GOAL for
your marketing efforts

7. Fic-shun-L Company.inc
• Fictional company
• Online only business
• B2C sales
•Has a couple of solid performing keywords for organic
Have some brand recognition
•Need to expand exposure for non-branded keywords

8. Our “Company” Financials
$500 budget for the month
over 30.4 days = $16.45 per day
Average order value is $30
Need at least two conversions (goals/sales) per day
average to come out ahead.
Work for a 2:1 Ratio. For every $1 you spend, you make $2.

9. Tactics for setting up an account
and campaigns for success
Creating structure
Account organization
Writing ads
Selecting keywords
Keeping your settings straight

10. Creating Structure
Ad groups should be tightly themed and relate to one
another.
Keywords should also be tightly grouped together within
the ad groups.
Understand the - “nesting” of PPC.
-Campaign – Ad group – Ad – Keywords.

11. Example Structure
T-Shirts
Campaign
Ad Group
Mens Womens Ad Group
T-Shirts T-Shirts
keywords keywords
XXXL T-shirt Men’s shirts Men’s apparel Womens Shirt Summer Fashion Women’s apparel

12. Account Organization
Smaller budgets equal smaller sized campaigns
Pick 1 product of service to start with
Make sure product or service has it’s own campaign and
ad group at a minimum.

13. Why Start Smaller?
PPC can get VERY complicated, VERY fast.
Easier to control until you get the hang of it
Easier to add/build up rather than try and sift through what
is working and what isn’t.
You’ll know what IS working and what isn’t faster.
Compete where you can.

14. How Much is Too Much?
You only have $16.44 per day. Focus on no more than 2-3
campaigns.
2-3 Campaigns means no more than 6 ad groups total
6 ad groups means no more than 100 keywords.
Ideally 50 keywords, you want to be able to keep it simple
to start.

15. Writing Ads…
Gather Your Products’ unique selling propositions,
benefits, and features, such as:
- Free shipping
- Variety of colors
- Super high quality cotton
- Each Shirt saves the planet.
- 20% off first purchase.
- “No Sweat”

16. Writing Ads…

17. Dissecting an Ad…
action keyword
Offer
Call to Action
Benefit

18. Dissecting an Ad…
Model # keyword
Call to Action
Benefit

19. Ad Writing Rules to follow…
Use a keyword from your ad group keyword list in the headline
And in the body too if it will fit.
Include a “call to action”
Mention a benefit – WHY is your product/service better?

20. Ad Writing Rules to follow…
Use a keyword from your ad group keyword list in the headline
And in the body too if it will fit.
Include a “call to action”
Mention a benefit – WHY is your product/service better?

21. Destination Matters
Take visitors to the best destination URL.
Not necessarily the homepage.
Fewest clicks possible to get to their searched-
for item.
Don’t make them hunt for what they want.
Help them make the conversion, Online
customer service

22. TEST, TEST…and you guessed it …TEST!
Have at least two ads running in each ad
group.
they are simple enough to create.
Try different offers, calls-to-action or features
Don’t get too widespread on variations – you
wont be able to see what’s working.
Set ad delivery to rotate at the campaign level

23. Rotating Ads
Optimize for clicks is set as default. This is good.
Testing requires even rotations
Doesn’t take conversions into considerations
unless you choose – “Optimize for Conversions”

24. # 1 Rule….
DON’T GO OVERBOARD!
Keep it simple! (this will save time and hair-loss)
Watch the ratio: ads to number of keywords on
a list.
Target 2 ads max. for every 5,000 impressions.

25. Segmenting Keyword Lists
Keep it tight, Don’t mix & match
AKA, don’t duplicate keywords to compete
against each other in different ad groups
Higher traffic, shorter, more generic terms should
be separated out from long-tail lower traffic
keywords.
Don’t overload your list with plurals, synonyms
and misspellings to start with….(google actually
has a thing for that)

26. Long Tail Keywords
Keywords with 3+ words
More phrase-like than a word
(where is the best pizza in yuma)(7 kw)
Lower traffic
High intent
More likely to convert
Really Long Tails….
Red T-shirt with long sleeves for sale in Yuma
Arizona

27. Example Keyword Lists
T-Shirt Large Red Shirt Wholesale Red Shirts
Buy t-shirt Best Large Red t-shirt Wholesale red shirts
Shop for t-shirts Buy Large Red Tshirt Buy red shirts at
T-shirt brands T-shirt that is red & large wholesale
Best T-shirt Lg. Red T- Shirt Where do you get red
shirts at wholesale
Best wholesale red
shirt dealers

28. AdWords Keyword Match Types
Broad Match
Broad match captures the most queries, word
order doesn’t matter, it also catches singular and
plural versions of keywords.
ex: shirt of any color
Phrase Match
Phrase match respects the word order of the
query
ex: “the best red shirt ever made”
Exact Match
Exact match must match exactly the query that
the searcher typed in. This includes singular and
plurals.
ex: [RED SHIRT], [RED SHIRTS]

29. Negative Keywords
Negative Match
Words you don’t want associated with your ad
group or business.
ex: worthless, cheap, crap…
Negative Match Types
Broad, phrase, exact

30. Keeping Your Settings Straight
Check your campaign settings
By default in a new campaign there are few
settings to tweak:
Content, display & search partners
Locations
Devices
Bidding Type (manual vs. automatic)
Schedule
Ad Delivery

31. Content vs. Display vs. Search
Google Adwords
By default Google Search, Search & Display are
enabled.
Google Search and Search Networks are OK to
stay enabled together
The Display Network should be disabled and
utilized separately.
BING (microsoft AdCenter)
By default Bing & Yahoo Search, Search Partner
Networks & Content are enabled.
Search Partner and content networks should be
disabled and utilized separately.

32. Location, Location, Location
BY DEFAULT
USA & Canada are bundled together. Make sure
you only advertise where you want….
(don’t advertise in Kansas for an event in Yuma.)
unless you REALLY think it is necessary.
PPC Advertising allows you to target only where you want, including
down to streets. If you only want to advertise in the foothills of Yuma
you can! You don’t need to broadcast it all over Yuma- El Centro and
waste $$$

33. DEVICES
Desktops
Laptops
Mobile Smart phones.
Tablets
& More!

34. Bidding in AdWords
Manually
Set a MAX CPC
Automatic
Set a targeted budget & Google picks the CPC for
you
Enhanced CPC
Google uses conversion history to adjust the CPC for
you

35. Schedule & Ad Delivery
Ad Schedule
By default, All times & All Days
Ad Delivery
By Default, Set to “Optimize for Clicks”

36. Tips for Stretching Your Budget
Hitting the Ceiling Everyday?
Ad Scheduling
Incremental Bidding
Heavy Qualifier in ad copy
Manual Bidding
Negative Keywords

37. Adjusting the Ad Schedule

38. Incremental Bidding
You are able to advertise only when you want to.
Set your own schedule. Only Thursday, Friday, Saturday?
YUP.

39. Qualify Visitors in Ad Copy
Test using prices in ad copy
Deter the “Free Crowd”
Be Specific to filter out those still early in the buying cycle
Keep your end goal in mind when writing copy
Use “Buy” “Shop”….action words over “Browse” “look” which are
more passive.

40. Qualify Visitors in Ad Copy
Test using prices in ad copy
Deter the “Free Crowd”
Be Specific to filter out those still early in the buying cycle
Keep your end goal in mind when writing copy
Use “Buy” “Shop”….action words over “Browse” “look” which are
more passive.

41. Negative Keywords
USE THEM!
Hunt out negative keywords with:
All Search Terms
Google Instant Search
Common Sense

42. Negative Keywords
USE THEM!
Hunt out negative keywords with:
All Search Terms
Google Instant Search
Common Sense
ex: Time Machine.
Time management, time magazine, time management games.

43. How to Keep PPC Running Lean &
Mean
Set a Schedule
Simplify when expanding
Review Keyword activity
Get more out of your Budget!

44. Set a Schedule
Don’t Set it & Forget it.
Look in your account once a day or 2-3 times
per week depending on your goals.
Your daily budgets should be set at a level
which doesn’t cause you to want to log-in
every 5 minutes.

45. Simplifiying when EXPANDING!
Not getting enough out of Google?
Try AdCenter ( BING )
Take what you’re successful with on AdWords
and start with that on AdCenter.
Don’t just copy over your whole AdWords
account.
Requires less day to day maintenance due to
lower volumes (searches)
Can have a cheaper CPC, depending on
industry.
Could possibly convert better, depending on
your industry

46. Review Keyword Activity
If you arent getting a lot of clicks and arent hitting
your daily budget setting, review.
Average position. Is it low?
CTR – is your click through rate less than %1?
How many impressions have you had
What match type are you using?

47. Example of Keyword Optimization

48. Not Spending Your Budget?
Is your product or service a little to Niche?
Set ad delivery to accelerated
Boost your ad position
Add MORE keywords
Check that negative keywords arent cutting
out too much.
Review your competitors campaign, what
can you learn?

49. How To Get Metrics
Questions
Contact Roger:
roger@inemode.com
Twitter: inemode
Blog/Web:
www.inemode.com