The document discusses Joel Bondorowsky's presentation on developing effective pay-per-click (PPC) strategies. The presentation covers PPC campaign strategy, Google Display (GDN), bidding, Google Search advertising, Google Display Shopping campaigns, and Universal App campaigns. Key aspects of strategy discussed include understanding audiences and their intent, choosing the right tools to reach them, and optimizing campaigns through testing.
2. #SEJThinktank
@liquidjoel
What we’ll go over
In 1h will teach you about
PPC Campaign Strategy
Google Display (GDN)
Bidding
Google Search Advertising
Google Display
Shopping (PLA) Campaigns
Universal App Campaigns
(Mobile Apps)
18. #SEJThinktank
@liquidjoel
• Headline which reflects their search
• An image of what they are looking for
• Short sales copy
• Clear call to action
• Element to show credibility of the vendor
(usually under the CTA)
They Click - They Land Ready to Buy
28. #SEJThinktank
@liquidjoel
• Only available in some regions
• Ads are automatically built from your data feed
• Must have a Google merchant account linked to Google Ads
• Ads are triggered by searches for the product, not keywords
Product data
feed
Google merchant center Google
ads
About PLA Campaigns
34. #SEJThinktank
@liquidjoel
• Sales Copy is longer
They Click and Need to be Sold!
• It’s quality that matters more
• Video sales letters can help
• Offer and price shouldn’t
be immediately apparent
Buy Now
41. #SEJThinktank
@liquidjoel
• Advertised across Google properties
• Ads are intelligently created
• Targeting is intelligently Optimized
• Works best with effective in app tracking
About Universal App Campaigns
43. #SEJThinktank
@liquidjoel
• Segment by language, not country
• Start with 50x CPA budget at minimum
• Use Text assets that vary in length
• Use High resolution images of Google’s most popular sizes
• Optimize for actions that are higher value. (when data permits)
Targeting and optimization
44. #SEJThinktank
@liquidjoel
Quick Poll
• $0 to $4,999
• $5,000 to $19,999
• $20,000 to $99,000
• $100,000 to $299,999
What’s your monthly PPC spend?
• $300,000 and up
48. #SEJThinktank
@liquidjoel
How to use budgeting to be in control – ad delivery
PPC Fundamentals Course with Joel Bondorowsky
Enroll for free
semrush.com/academy